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Chapter 09
1. Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new
customers in a segment they might not get with Diet Coke.
True False
2. When a marketer adjusts the marketing mix to give customers a clear, distinctive
understanding of what the product does, the marketer is engaging in psychographic
segmentation.
True False
3. For products like pencils and paper clips, marketers should probably use an undifferentiated
targeting strategy.
True False
4. When deciding how to promote his new medical oncology center, Dr. Jones decided that he
did not need to throw a large grand opening reception. Instead, he promoted the center to the
internal medicine doctors in the area, who were the doctors most likely to refer patients to
the center. Dr. Jones was engaged in a concentrated targeting strategy.
True False
9-1
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
5. It would be logical for bathing suit marketers to use geographic segmentation.
True False
6. NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of
its fans were female. This is an example of psychographic segmentation.
True False
7. The Value and Lifestyle Survey (VALS) conducted by Strategic Business Insights (SBI) is a
widely used tool for geographic segmentation.
True False
8. Giant Food Stores in suburban Washington, D.C., adjusts its ethnic food aisle offerings based
on the ethnic groups living near each store. Giant Foods is using geodemographic
segmentation.
True False
9. Positioning strategies generally focus either on how the product benefits the consumer or on
how it is better than competitors' products.
True False
10. A self-values map displays the position of products or brands in the consumer's mind.
True False
11. Perceptual maps include positions of current brands as well as ideal points where a
consumer segment would want a product to be.
True False
9-2
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
12. The STP process is made up of strategy, targeting, and promotion.
True False
13. The first step in the STP process is to establish an overall strategy.
True False
14. Automobile manufacturers could build cars specially designed for very tall people (for
example, over seven feet), but it is likely that this segment is not substantial.
True False
15. A complex product that is best described in writing will be difficult to explain to consumers
who are unable to read. For this reason, a segment in which many consumers could not read
would be considered unattractive because the consumers would not be responsive.
True False
16. A company that sells only multigrain, low calorie bread should use an undifferentiated
targeting strategy.
True False
True False
9-3
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
18. Coca-Cola introduced Coke Zero to increase sales without taking away from its existing
product sales. Which of the following is NOT true about this effort?
A. Segmentation and targeting were of little use compared to developing special advertising.
B. The word "diet" was not used in promotion because the target segment of men did not
react favorably to the "girly" connotations.
C. Masculine images were used to promote the product to the targeted segment.
D. Although Coke has more than 450 products, sales to a carefully targeted segment can
greatly increase total sales.
E. Although the market for cola is mature, Coke plans to adapt the current products and
services to meet the needs of changing market climate.
19. Sally is in the new marketing department of a midsized lawn and garden company. She is
working on the first marketing plan the firm has ever used. She has defined the mission and
objectives, and she just finished a situation analysis for the firm. The next step is to
E. use the Internet, catalogs, and vendor information to draw up a list of new products.
9-4
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
20. Segmentation, targeting, and positioning
D. are part of the marketing plan but bear little direct relationship to the marketing mix.
E. all of these
21. Alex has found that both commercial and residential real estate buyers respond positively to
his marketing communication message. Alex has identified __________ that respond similarly
to his marketing efforts.
B. geographic segments
C. market segments
D. self-concept customers
E. geodemographic segments
22. For each target market, General Imaging Corporation, a manufacturer of imaging equipment,
will engage in positioning, adjusting their marketing mix variables in order to give customers
9-5
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
23. The first step in the STP process is to
B. produce a list of strengths and weaknesses of the firm's past marketing strategies.
24. For products like pencils and paper clips, which provide the same benefit for all consumers,
marketers should probably use a(n)
25. In a classic example of segmentation strategy, years ago Swift Meat Company transformed
turkey meat into "Butterball" turkeys. In the process, the company
9-6
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
26. Adidas Group owns Reebok, Rockport, and Greg Norman brands. Adidas uses the different
brands to pursue a(n) __________ strategy.
A. concentrated targeting
B. micromarketing
C. benefit targeting
D. differentiated targeting
E. undifferentiated targeting
27. Adidas Group owns Reebok, Rockport, and Greg Norman brands. Having a variety of brands
allows Adidas to
28. One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify
its business and
E. all of these
9-7
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
29. Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the
overall market, this strategy
C. rarely works.
D. is often expensive.
E. banks are more willing to extend credit to companies with this strategic approach.
31. When Penguin Catering Services first opened, the owner decided to target only events at
resorts in its geographic region. Penguin Catering was using a(n) __________ targeting
strategy.
A. concentrated
B. micromarketing
C. benefit-driven
D. differentiated
E. undifferentiated
9-8
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
32. __________ is an extreme form of a targeting strategy.
A. Macromarketing
B. Micromarketing
C. Benefit marketing
D. Differentiated targeting
E. Concentrated targeting
33. "Corporate pilot fish" are former employees who start a new business based primarily on
contacts and contracts with their old company. A corporate pilot fish would probably pursue a
__________ targeting strategy.
A. macromarketing
B. micromarketing
C. benefit-based
D. differentiated
E. undifferentiated
34. Many companies use the Internet to allow consumers to design customized products; for
example, Nike allows customers to order shoes with custom color combinations. This is a
form of
A. micromarketing.
B. concentrated targeting.
C. psychographic segmentation.
D. differentiated targeting.
E. undifferentiated targeting.
9-9
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
35. Four frequently used targeting strategies are the micromarketing, undifferentiated,
differentiated, and __________ targeting strategies.
A. geographic
B. benefit-based
C. economic
D. global
E. concentrated
36. When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow
blowers to its Augusta, Georgia, store in April, it was engaged in
A. concentrated segmentation.
B. geodemographic segmentation.
C. benefit segmentation.
D. psychographic segmentation.
A. concentrated targeting.
B. geographic segmentation.
C. benefit segmentation.
D. psychographic segmentation.
E. demographic segmentation.
9-10
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
38. NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of
race fans were female. This is an example of __________ segmentation.
A. geographic
B. psychographic
C. demographic
D. benefits
E. behavioral
39. __________ segmentation is the most common basis of consumer market segmentation
because these segments are easy to define and usually easy to reach.
A. Geographic
B. Psychographic
C. Behavioral
D. Benefits
E. Demographic
40. Beer marketers know that high school educated, working-class males from the ages of 25 to
40 make up an attractive market for their products. This is a __________ segment of the beer
market.
A. demographic
B. psychographic
C. behavioral
D. benefits
E. geographic
9-11
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
41. Television advertising has recently expanded to include "mini-ads," which are short ads
lasting five to ten seconds. These ads are most useful in advertising to men, since men are
more likely than women to channel surf during commercial breaks. This type of advertising
will be more useful to marketers engaged in __________ segmentation.
A. demographic
B. psychographic
C. behavioral
D. benefits
E. geographic
A. age.
B. gender.
C. education.
D. income.
E. lifestyle.
43. Marketers like Benetton want their ads to appeal to one's self-concept, suggesting to
consumers
D. "Be Peace."
9-12
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
44. Psychographics is the segmentation method that delves into how consumers
C. describe themselves.
E. all of these
45. In order to develop psychographic segments, the marketer must understand consumers'
46. Paul is considering psychographics as a way to segment the market for his small travel
agency. This approach to segmentation offers him an advantage because
9-13
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
47. Education marketers have learned that the primary motivations of most nontraditional college
students are self-respect and self-fulfillment. Understanding the values of this market
segment allows marketers to
A. emphasize the benefits these consumers are looking for in a college education.
48. Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers
are also heavily motivated by self-fulfillment, which creates the possibility of __________
segmentation.
A. geographic
B. self-concept
C. psychographic
D. benefit
E. behavioral
49. Beverage companies often use television commercials with images of young people laughing
and enjoying themselves on a beach or in a club. These images are designed to appeal to
consumers' __________, suggesting "be like me."
A. geographic choices
B. self-concepts
C. loyalty references
D. benefit perceptions
E. demographics
9-14
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
50. If values provide goals, and self-concept is the way we see ourselves, lifestyles are
E. determined by demographics.
A. geographic
B. behavioral
C. psychographic
D. benefits
E. geodemographic
52. Marketers have found that __________ segmentation is often more useful for predicting
consumer behavior than __________ segmentation.
A. demographic; psychographic
B. geographic; geodemographic
C. psychographic; demographic
D. demographic; behavioral
E. demographic; benefit
9-15
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
53. Firms might use multiple segmentation methods to
A. tailor communications
B. design products
D. all of these
E. none of these
54. Although marketers have found that psychographics are often more useful for predicting
consumer behavior than demographics, psychographic segmentation
55. __________ segmentation is the segmentation method most directly related to value creation
for consumers.
A. Geographic
B. Demographic
C. Psychographic
D. Benefit
E. Geodeomographic
9-16
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
56. A university using benefit segmentation and targeting students who want to get a degree
quickly while still working full time would focus on
B. discount pricing for students taking more than twelve credit hours.
57. The Lite beer commercial with the slogan, "less filling, tastes great," was based on
__________ segmentation.
A. geographic
B. geodemographic
C. psychographic
D. benefit
E. loyalty
58. Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter
teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers
are using __________ segmentation.
A. benefit
B. geodemographic
C. psychographic
D. loyalty
E. demographic
9-17
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
59. Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.
Golden Years is using __________ segmentation.
A. benefit
B. self-actualization
C. psychographic
D. loyalty
E. geodemographic
60. The phrase "birds of a feather flock together" captures the idea of __________ segmentation.
A. geodemographic
B. benefit
C. psychographic
D. loyalty
E. geographic
61. PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60
or more demographic and lifestyle characteristics. These market research tools are examples
of __________ segmentation.
A. geodemographic
B. benefit
C. psychographic
D. loyalty
E. geographic
9-18
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
62. Gloria is opening an upscale women's clothing store in a growing suburban residential area.
Gloria knows her target market is upper-income women living within twenty miles. She can't
afford to purchase a PRIZM or Tapestry analysis so she will most likely use __________ as a
basis for targeting her market.
63. Geodemographic segmentation can be particularly useful for __________, because customers
typically patronize stores close to their neighborhood.
A. Internet marketers
B. wholesalers
C. retailers
E. cable TV networks
64. Retail store chains often use __________ data to identify other locations with similar
demographics and purchasing behavior where it might make sense to open additional stores.
A. geodemographic
B. benefit
C. psychographic
D. loyalty
E. geographic
9-19
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
65. Marketers often create a special marketing mix for loyalty segments because these segments
are
B. difficult to identify.
C. costly to acquire.
E. all of these
66. When Ron complained to his bank about the unprofessional behavior of one teller, the branch
manager added a code into his accounts alerting all tellers that Ron was a valued customer
and to provide whatever service he requests. The branch management included Ron in its
__________ segmentation.
A. benefit
B. geodemographic
C. psychographic
D. loyalty
E. geographic
67. Airlines were among the first retailers to embrace loyalty segmentation when they created
A. business-class seating.
C. fuel surcharges.
D. in-flight movies.
9-20
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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ne entiset tuttavuudet olla sillään, ja jos vasta satutaan tapaamaan,
niin esitellään itsemme uudestaan, ikään kuin näkisimme toisemme
ensi kerran.
(1919.)
PETKUTUSTA JA VÄÄRENNYSTÄ
Mihin voi enää luottaa tässä maailmassa, ellei edes siihen, että
vanhat ämmät ovat oikeita eivätkä väärennettyjä? Näet Kouvolan
asemalla vanhan koukkuleukaisen akan ja ajattelet, että hyi perhana,
onpas tuossa pahannäköinen ämmä, mutta sepä onkin väärennetty
ämmä, valmistettu nuoresta tytöstä eräillä yksinkertaisilla
menettelytavoilla, jotka tunnetaan jokaisella paremmanpuolisella
seuranäyttämöllä.
Hohoi.
(1919.)
VALKOINEN TERRORI
Missä vika?
Mistä syystä?
Sillä jos hän olisi hengissä, pitäisi hänellä jo aikoja sitten olla ollut
tieto Kalle Larmin joutumisesta valkoisen terrorin uhriksi Pöytyällä.
Perinnöllinen kunniaproletääri…
(1919).
AIKAMME KUVIA KUOLAJÄRVELTÄ
Yksi veljeksistä oli kyllä ollut mätämuna, mutta se oli heitetty ulos
tästä yhteisestä pesästä.
Se oli ollut ihan kuin mikä lahtari. Oli esittänyt, että alettaisiin tätä
maailmaa ja Kuolajärveä parantaa siitä päästä, että ruvettaisiin
hiukan töihin. Töihin! Että muka tehtäisiin, kun tässä on
kymmenkunta vahvaa ja ikäänsä levännyttä miestä, taloon edes oma
heinähäkki, ettei sitä tarvitsisi melkein joka päivä käydä naapurista
lainaamassa.
(1919.)
SINNE TOIVON SIIVILLÄ NYT SYDÄN
pieni lennä…
Kaipaus…
J.n.e.
(1920.)
VALKOINEN TERRORI.