Marketing Final Exam

Or gray almost all cell phones sold in europe are

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Unformatted text preview: ing strategy. a. geographic b. economic c. demographic d. e. usage-rate multipositioning ANS: A Geographic segmentation segments markets by region of the country or world. PTS: 1 REF: 123-124 OBJ: 08-4 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy | CB&E Model International Perspective MSC: BLOOMS Application 31. Almost all cell phones sold in the United States are black or gray. Almost all cell phones sold in Europe are colorful, and very few black phones are sold. A cell phone manufacturer knowing this information could use _____ segmentation when selling its phones internationally. a. geographic b. economic c. demographic d. benefit e. multipositioning ANS: A Geographic segmentation includes segmenting markets by region of the country or world. PTS: 1 REF: 123-124 OBJ: 08-4 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy | CB&E Model International Perspective MSC: BLOOMS Application 32. All of the following statements are reasons why consumer goods companies take a regional approach to marketing rather than a national approach EXCEPT: a. Many firms need to find new ways to generate sales because of sluggish and intensely competitive markets. b. A regional approach gives marketing managers control over the competitive environment. c. Computerized checkout stations with scanners enable retailers to assess accurately which brands sell the best in each region. d. Many packaged-goods manufacturers are introducing new regional brands intended to appeal to local preferences. e. A more regional approach allows consumer goods companies to react more quickly to competition. ANS: B The competitive environment is one of the noncontrollable factors in a company’s environment. PTS: 1 Thinking REF: 124 OBJ: 08-4 TOP: AACSB Reflective KEY: CB&E Model Distribution | CB&E Model Strategy MSC: BLOOMS Analysis 33. Marketers use _____ to segment markets because this information is widely available, and factors such as age or gender are often related to consumer purchasing and consumption behavior. a. benefits b. psychographics c. demographics d. usage rates e. sociocultural attributes ANS: C Common bases of demographic segmentation are age, gender, income, ethnic background, and family life cycle. PTS: 1 REF: 124 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 34. Income, ethnic background, gender, and age are all examples of _____ segmentation bases. a. geodemographic b. organizational c. demographic d. socioeconomic e. psychographic ANS: C These are demographic characteristics of consumers. PTS: 1 REF: 124 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 35. ACT for kids, an anticavity fluoride rinse, comes in BubbleGum BlowOut flavor. The age-based variable that distinguishes the market for this product is an example of a _____ segmentation. a. geographic b. demographic c. psychographic d. benefits e. usage rate ANS: B A demographic base segments the market. ACT is produced for young children and sold to th...
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