Exam 2 - Exam#2 Yourresponsehasbeensubmittedsuccessfully....

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Exam #2 Your response has been submitted successfully.   Points Awarded  95 Points Missed  5 Percentage  95% 1. The process of dividing a market into groups of similar consumers and selecting the most appropriate group(s)  for the firm to serve is called A. marketing concept B. marketing development C. market segmentation D. marketing communication Points Earned: 1/1 Correct Answer: C Your Response: C 2. The logic of market segmentation is based on the idea that ____________ can seldom meet the needs and  wants of all consumers. A. marketers and sales people B. marketing communication C. brand value D. single product items Points Earned:
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1/1 Correct Answer: D Your Response: D 3. Which of the following is true about a firm's decision to "mass market" a product? A. this decision does not require a market  segmentation analysis B. this decision should be reached only after a market  segmentation analysis has been conducted C. this decision requires that a company selects on a  target market first D. this decision can be reached only after the firm  develops a marketing mix Points Earned: 1/1 Correct Answer: B Your Response: B 4. The primary reason for studying _____________ is to provide bases for effective segmentation and a large  portion of marketing research is concerned with segmentation. A. consumers and their relationship with the organization B. employee relationship and organizational buyer  behavior C. consumer and organizational buyer behavior D. organizational buyer behavior and employer  relationship Points Earned: 1/1 Correct Answer:
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C Your Response: C 5. A complete situational analysis when embarking ona new or modified marketing program aids a firm in all of the  following ways, except A. determining objectives, opportunities and constraints to  be considered when selecting target markets B. developing marketing mixes C. giving a clear idea of the amount of financial and other  resources that will be available for developing and  executing marketing plans D. developing a long-term, departmental objective within  the organization Points Earned: 1/1 Correct Answer: D Your Response: D 6. The group or market segment that a company selects to focus on is called the A. differentiated market B. customer profile C. target market D. business group Points Earned: 1/1 Correct Answer: C Your Response: C 7.
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When embarking on a new or modified marketing program, a company should conduct A. an a priori analysis B. mixed contingency analysis C. a complete situational analysis D. feasibility surveys with individual prospects Points Earned: 1/1 Correct Answer: C Your Response: C 8. Identify the step that usually follows the 'divide markets on relevant dimensions' step.
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This note was uploaded on 06/21/2010 for the course MKT 211 taught by Professor K.barbour-conerty during the Spring '09 term at Parkland.

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Exam 2 - Exam#2 Yourresponsehasbeensubmittedsuccessfully....

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