Quiz 3

Marketing Management
NAME:________________________________________________

1. In effective target market, marketers should focus on:

a) Market segmentation b) Market Targeting
c) Market positioning d) All of the above

2. A flexible market offering consists of:

a) A naked solution b) Discretionary options
c) Both a and b d) None of the above.

3. A naked solution in flexible market consists of those services and products elements that
a) All segment members value b) Some segment members value
c) No one values d) None of the above

4. Discretionary options in flexible market offering consists of services and products elements
that
a) All segment members value b) Some segment members value
c) No one values d) None of the above

5. _______________ exists when all consumers have almost the same preferences and the
market reflects no natural segments.

a) Clustered preferences b) Diffused preferences

c) Homogenous preferences d) None of the above
6. Consumers in ____________ vary greatly in their preferences. If several brands are there in
the market they are likely to position themselves throughout the space and show real differences
to match differences in consumer groups.

a) Clustered preferences b) Diffused preferences

c) Homogenous preferences d) None of the above
7. ____________ result when natural market segments surface from groups of customers with
shared preferences.
a) Clustered preferences b) Diffused preferences
c) Homogenous preferences d) None of the above

8. Crack, an famous ointment from Paras Pharmaceuticals is an example of _______

a) Mass marketing b) Local marketing
c) Niche marketing d) None of the above
9. There are many large companies like IBM that have lost a chunk of their market share to
nichers. Such form of confrontations have been termed as __________
a) Gorillas against Guerillas b) Guerillas against Guerillas
c) Guerillas against Gorillas d) None of the above

10. "Guerillas against Gorillas" highlight which form of marketing?

a) Mass marketing b) Niche marketing
c) Local marketing d) None of the above

11. Customers who have no royalty towards any brand are

a) Split loyals b) Switchers
c) Hard core loyals d) Shifting loyals

12. The conversion model estimates the strength of consumers___________ commitments to

brands
a) Financial b) Loyalty
c) Economical d) Psychological
13. In the conversion model, ______ would most likely to defect.
a) Convertibles group b) Shallow group
c) Entrenched group d) None of the above
14. In the conversion model, __________ are uncommitted to the brand and even are looking for
other options.
a) Convertibles group b) Shallow group
c) Entrenched group d) None of the above

15. in the conversion model, __________ are strongly committed to the brand.
a) Convertibles group b) Shallow group
c) Entrenched group d) None of the above

16. The major segmentation variables to business markets are:

a) Operating variables and Personal characteristics
b) Demographic and situational c) Purchasing approaches
d) All of the above
17. The target market selection in which there is no or little synergy among the various segments
but each state to be a money maker is
a) Selective specialization b) Product specialization
c) Market specialization d) Full market coverage

18. When the focus is on making a single product and selling it to several different market
segments, it is
a) Selective specialization b) Product specialization
c) Market specialization d) Full market coverage
19. When the focus is to meet the needs of a specific customer group, it is
a) Selective specialization b) Product specialization
c) Market specialization d) Full market coverage
20. When the focus is to serve all customer groups with all available and required products, it is
a) Selective specialization b) Product specialization
c) Market specialization d) Full market coverage

21. _______________ is mass production in manufacturing and marketing counterpart to

standardization.
a) Similar marketing b) Differentiated marketing
c) Undifferentiated marketing d) None of the above.

22. Differentiated marketing creates ________ sales than undifferentiated marketing.

a) More b) Less
c) Equivalent d) None of the above

23.In _____ marketing, the seller engages in the production, distribution, and promotion of one
product for all buyers.
a. Segment d.mass
b. Standard e.target
c. micro
24.A _____ is a more narrowly defined customer group seeking a distinctive mix of benefits.
a. Subgroup d.subsegment
b. Niche e.local area
c. segment
25.A ________ consists of a group of customers who share a similar set of needs and wants.
a. market slice d. market target
b. market level e. market group
c. market segment
d.
26._____ combines operationally driven mass customization with customized marketing in a
way that empowers consumers to design the product and service offering of their choice.
a. Mass marketing d.Niche marketing
b. Grassroots marketing e. Customerization
c. Micromarketing

27._____ segmentation calls for dividing the market into groups based on age, family, size,
family life cycle, gender, income, etc.
a. Behavioral d.Psychographic
b. Geographic e,Demographic
 c. Intuitive
28.In _____ segmentation, buyers are divided into groups on the basis of their knowledge of,
attitude toward, use of, or response to a product.
a. Demographic d.behavioral
b. Intuitive e.psychographic
c. Geographic
d.
29.A _____ is a set of segments sharing some exploitable similarity.
a. super segment d.selective segment
b. macro segment e.mass segment
c. conglomerate

30.In _____ specialization a firm selects a number of segments, each objectively attractive and
appropriate.
a. Selective d.product
b. Market e. differentiated
c. full market
40.In segmenting its markets, an aluminum company first looked at which end-use market to
serve: automobile, residential, or beverage containers. This is an example of ________.
a. multiple segments d.need-based segmentation
b. micro segmentation e. industry segmentation
c. macro segmentation

50.A marketing manager targeting Generation Y should be aware that this group is turned off by
a. cool events. d.online buzz.
b. unconventional sports. E.the "soft sell".
c. overt branding practices.

51.In _________segmentation, buyers are divided into different groups on the basis of
lifestyle or personality or values.
a. Demographic d.geographic
b. Intuitive e. behavioral
c. psychographic