Marketing Final Exam

Several different planes for three categories of

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Unformatted text preview: . niche d. multisegment e. pluralistic ANS: D A firm that chooses to serve two or more well-defined market segments and develops a distinct marketing mix for each has a multisegment targeting strategy. PTS: 1 REF: 134 Thinking KEY: CB&E Model Strategy OBJ: 08-7 TOP: AACSB Reflective MSC: BLOOMS Knowledge 103. Piper Corporation makes aircrafts. It produces several different planes for three categories of customer: Professional, Personal, and Trainer. What type of targeting strategy is Piper using? a. Demand positioning b. Concentrated c. Undifferentiated d. Multisegment e. Market differentiation ANS: D Piper has chosen three specific markets to target, which is characteristic of a multisegment targeting strategy. PTS: 1 REF: 134 Thinking KEY: CB&E Model Strategy OBJ: 08-7 TOP: AACSB Reflective MSC: BLOOMS Application 104. Stouffer’s offers gourmet entrees for one segment of the frozen dinner market and Lean Cuisine for another segment that wants both good taste and low calories. When Stouffer’s chose to serve two well-defined market segments and develop distinct marketing mixes for each, it was implementing a(n) _____ strategy. a. market integration b. concentrated targeting c. undifferentiated targeting d. multisegment targeting e. heterogeneous positioning ANS: D A firm that chooses to serve two or more well-defined market segments and develops a distinct marketing mix for each has a multisegment targeting strategy. PTS: 1 REF: 134 Thinking KEY: CB&E Model Strategy OBJ: 08-7 TOP: AACSB Reflective MSC: BLOOMS Application 105. With multisegment targeting, a company could benefit from all of the following EXCEPT: a. greater sales volume b. greater product design and management cost c. higher profits d. larger market share e. economies of scale in manufacturing ANS: B Having greater product design and management costs would not be a benefit of using multisegment targeting. PTS: 1 REF: 134 Thinking KEY: CB&E Model Strategy OBJ: 08-7 TOP: AACSB Reflective MSC: BLOOMS Analysis 106. A potential disadvantage of multisegment targeting is _____, which occurs when sales of a new product cut into sales of a firm’s existing products. a. cannibalization b. synergy c. positioning d. demarketing e. inelastic demand ANS: A Cannibalization is a situation that occurs when sales of a new product cut into sales of a firm’s existing products. PTS: 1 REF: 134 OBJ: 08-7 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy MSC: BLOOMS Knowledge 107. _____ is one of the potential disadvantages associated with a multisegment strategy. a. Inadequate demand b. Demarketing c. Lower profits d. Cannibalization e. Loss of synergy ANS: D Cannibalization is a situation that occurs when sales of a new product cut into sales of a firm’s existing products. PTS: 1 REF: 134 Thinking KEY: CB&E Model Strategy OBJ: 08-7 TOP: AACSB Reflective MSC: BLOOMS Comprehension 108. Pharmaceutical firms have introduced new over-the-counter antacids that block the pr...
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This document was uploaded on 09/29/2013.

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