Marketing Final Exam

Position b market segment c positioning d

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: ) can be purchased at JCPenney and Walmart. Clothes for adults are used to reach markets that may not buy action figures, video games, and novelty candy, but who are still proud to sport World Wrestling Entertainment (WWE) trademarks. 142. Refer to Wrestling Merchandise. The group identified as strong wrestling fans can be described as a: a. market position b. market segment c. positioning d. organizational buyer e. microsegment ANS: B A market segment is a subgroup of individuals sharing one or more characteristics that cause them to have relatively similar product needs. PTS: 1 REF: 121 Thinking KEY: CB&E Model Customer OBJ: 08-1 TOP: AACSB Reflective MSC: BLOOMS Application 143. Refer to Wrestling Merchandise. Most wrestling fans live in the southern United States. Based on this information, what segmentation base would be appropriate? a. Geographic b. Demographic c. Psychographic d. Product use e. Benefit sought ANS: A Geographic segmentation segments markets by region of a country or the world, market size, market density, or climate. PTS: 1 REF: 123 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 144. Refer to Wrestling Merchandise. The marketing research revealed that _____ segmentation can be used to identify the biggest fans of professional wrestling. a. benefit b. psychographic c. demographic d. e. geographic geodemographic ANS: C Age is a demographic variable for segmentation. PTS: 1 REF: 124 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 145. Refer to Wrestling Merchandise. Since the WWE must use different methods to reach its three largest target markets, it must use: a. undifferentiated targeting b. concentrated or niche targeting c. multisegment targeting d. demarketing e. repositioning ANS: C A firm that chooses to serve two or more well-defined market segments and develops distinct marketing mixes for each is practicing multisegment targeting. PTS: 1 REF: 134 Thinking KEY: CB&E Model Strategy OBJ: 08-7 TOP: AACSB Reflective MSC: BLOOMS Application 146. Refer to Wrestling Merchandise. Prior to the 1990s, professional wrestling tried to compete as a legitimate sport just like football and baseball. Now it uses the term sports entertainment when talking about what it is marketing to its fans. This is an example of the implementation of a(n) _____ strategy. a. multisegment b. product differentiation c. undifferentiated marketing d. target market e. repositioning ANS: E Repositioning is changing consumers’ perceptions of a brand in relation to the competing brands. PTS: 1 REF: 137 Thinking KEY: CB&E Model Customer OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application Mercedes-Benz Daimler AG, the maker of Mercedes-Benz automobiles, is planning to launch a new line of downsized luxury vehicles in the United States by 2012. Daimler has experienced a recent drop in global sales attributed to its product mix that focuses on larger lux...
View Full Document

This document was uploaded on 09/29/2013.

Ask a homework question - tutors are online