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Full download Marketing 5th Edition Grewal Test Bank all chapter 2024 pdf
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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 it 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
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McGraw-Hill Education.
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, DC, 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. As it relates to positioning, a self-values map displays the position of products or brands in
the consumer's mind.
True False
9-2
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McGraw-Hill Education.
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
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
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McGraw-Hill Education.
18. Maintaining a unique value proposition can be sustained in the long term only in monopoly
situations or monopolistic competition situations.
True False
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.
D. are part of the marketing plan but bear little direct relationship to the marketing mix.
9-4
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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 its marketing mix variables in order to give customers
B. produce a list of strengths and weaknesses of the firm's past marketing strategies.
9-5
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McGraw-Hill Education.
24. For products like clothes pins, which provide the same benefit for all consumers, marketers
should probably use a(n) ________ strategy.
A. concentrated targeting
B. lifestyle segmentation
C. benefit segmentation
D. undifferentiated targeting
E. differentiated segmentation
25. In a classic example of segmentation strategy, years ago Swift Meat Company transformed
turkey meat into "Butterball" turkeys. In doing so, the company
26. Adidas Group owns Reebok, Rockport, and TaylorMade 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
9-6
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McGraw-Hill Education.
27. Adidas Group owns Reebok and Rockport—both of which offer different types of shoes.
Having a variety of brands allows adidas to use a differentiated targeting strategy to
28. One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify
its business and
29. A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall
market; this strategy
C. rarely works.
9-7
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McGraw-Hill Education.
30. Firms use a differentiated targeting strategy because
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
A. Macromarketing
B. Micromarketing
C. Benefit marketing
D. Differentiated targeting
E. Concentrated targeting
9-8
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McGraw-Hill Education.
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(n) __________ 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.
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
9-9
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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.
38. The National Hockey League redirected its marketing efforts when a survey indicated that
almost 50 percent of hockey fans were female. This is an example of __________
segmentation.
A. geographic
B. psychographic
C. demographic
D. benefits
E. behavioral
9-10
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McGraw-Hill Education.
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 an attractive market for their products. This is a __________ segment of the beer
market.
A. demographic
B. psychographic
C. behavioral
D. benefits
E. geographic
41. Television advertising has recently expanded to include "mini-ads," which are short ads
lasting 5 to 10 seconds. These ads are most useful in advertising to men, since men are more
likely than women to channel surf during commercial breaks. Given this fact, this type of
advertising will be more useful to marketers engaged in __________ segmentation.
A. demographic
B. psychographic
C. behavioral
D. benefits
E. geographic
9-11
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McGraw-Hill Education.
42. Demographic segmentation is segmentation based on all of the following except
A. age.
B. gender.
C. education.
D. income.
E. lifestyle.
43. Psychographics is the segmentation method that delves into how consumers
C. describe themselves.
9-12
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45. 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
46. Education marketers know that the primary motivations of most nontraditional college
students are self-respect and self-fulfillment, so they craft their marketing message to
emphasize the benefits these consumers are looking for in a college education. What type of
segmentation method was used to segment this market?
A. psychographics
B. demographics
C. geographics
D. geodemographics
E. behavior
47. 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
9-13
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McGraw-Hill Education.
48. 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
49. If values provide an end goal, and self-concept is the way one sees oneself in the context of
that goal, lifestyles are
E. determined by demographics.
A. geographic
B. behavioral
C. psychographic
D. benefits
E. geodemographic
9-14
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McGraw-Hill Education.
51. 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
52. Although marketers have found that psychographics are often more useful for predicting
consumer behavior than demographics, psychographic segmentation
53. __________ segmentation is the segmentation method most directly related to value creation
for consumers.
A. Geographic
B. Demographic
C. Psychographic
D. Benefit
E. Geodeomographic
9-15
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McGraw-Hill Education.
54. A university using benefit segmentation and targeting students who want to get a degree
quickly while still working full-time would most likely focus on
B. discount pricing for students taking more than twelve credit hours.
55. The light beer commercial with the slogan "less filling, tastes great" was based on __________
segmentation.
A. geographic
B. geodemographic
C. psychographic
D. benefit
E. loyalty
56. 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
9-16
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McGraw-Hill Education.
57. Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65.
Golden Years is using __________ segmentation.
A. benefit
B. self-actualization
C. psychographic
D. loyalty
E. geodemographic
58. The phrase "birds of a feather flock together" captures the idea of __________ segmentation.
A. geodemographic
B. benefit
C. psychographic
D. loyalty
E. geographic
59. PRIZM and Tapestry 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
9-17
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McGraw-Hill Education.
60. 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 20 miles of her store.
She can't afford to purchase a PRIZM or Tapestry analysis, so she will most likely use
__________ as a basis for targeting her market.
61. 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
62. Retail store chains often use __________ data to tailor each store's assortment to the
preferences of the local community.
A. geodemographic
B. benefit
C. psychographic
D. loyalty
E. geographic
9-18
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McGraw-Hill Education.
63. Marketers often create a special marketing mix for loyalty segments because these segments
are
B. difficult to identify.
C. costly to acquire.
D. generally profitable.
E. constantly changing.
64. 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
65. Airlines were among the first retailers to embrace loyalty segmentation when they created
A. business-class seating.
C. fuel surcharges.
D. in-flight movies.
E. frequent-flyer programs.
9-19
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66. One of the reasons marketers use loyalty segmentation is
67. While demographic and geographic segmentation of retail customers are relatively easy,
these characteristics do not help marketers determine
68. Kim's Kayak Tours initially identified active retirees living in the retirement community nearby
as one of its target markets. Kim then tailored her service and marketing message to the
interests and schedules of that audience. Kim initially used __________ segmentation and
then used __________ segmentation.
A. micromarketing; loyalty
B. lifestyle; macromarketing
C. geodemographic; lifestyle
D. geographic; loyalty
E. behavioral; geodemographic
9-20
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Another random document with
no related content on Scribd:
A leány: Jaj Istenem! Hát az semmi! Csakhogy ezelőtt Appel
Mela is utálta a mértant, most pedig csupa egyesekre felel és
egyebet se tanul. Az úgy van – – nálunk mindenkinek megvan a
maga – – kedves tantárgya – – –
Az igazgató (egyre mosolyog és merőn néz rá, szinte fogva tartja
a tekintetével): Hát magácskának, persze az irodalom!
A leány (elfogódva): Igen, de – – nem úgy! –
Az igazgató (felkacag): Hogy?
A leány: Nem tudom – –
Az igazgató (a két ujjával egyszerre átfogja a leány karját és
erősen tartja): Nos, nos! Meg kell magyarázni!
A leány (nem mer mozdulni, nagyon zavartan): Csak úgy, hogy
én nem sütöm ki a hajam magyar órára, sem a legszebb bluzt nem
veszem fel.
Az igazgató: Melanie fölveszi?
A leány: Föl, a mértanhoz. És titokban olyan hideg vasba
csavarja a haját, mert sütni tilos az internátusban, a szőke leányok
azt majd mind csinálják.
Az igazgató (egyre erősen fogja a karját): Csak a szőkék? Ez baj!
Tehát a maga haja sütetlen marad?
A leány (érezni kezdi, hogy a karja átmelegszik): Oh, az magától
is borzas! (Mint egy megbűvölt madárka, zavartan, sebesen
csicsereg): Én nem igen göndörítem. Csak egyszer soppal csináltam
meg, az önképzőköri ülésre, mikor szavaltam. Akkor Tóth Margit
nagyon lebírált, de az igazgató úr megsajnált és azt mondta, hogy a
bírálat hibás és megdicsért engem. Pedig igazán nem tudok
szavalni, csak beugrattak. Gyönge a hangom.
Az igazgató: No, ahhoz nem is kell kiabálni. Maga a szívhez tud
szólni. Gyönyörű beszédhangja van, halk, behízelgő, ezer
modulációt, az egész kedélyvilágát kifejezi. Milyen szép az, mondja
csak a »Velszi bárdok«-ból: »Ah, lágyan kél…«
A leány (valami különös zsibbadtsággal dől a szék karjára,
elfogódva, lágyan, szinte remegőn): »Haj, lágyan kél az esti szél
Milfjord öböl felé, szüzek siralma, özvegyek panasza…«
Az igazgató (piros homlokkal): Nos? (A másik kezével a diván
háta felől a leány derekához ér, a leány hátrahanyatlik kissé): Nos?
Maga kis boszorkány. Kedves kicsi boszorkány! (Arcával a haját
érinti.)
A leány (magában): Ez nagy dolog, tudom. Ilyen még egyikkel
sem történt! Talán nem is mondom el egy leánynak sem. Fel kellene
ugorni, de nem lehet! Aztán még van idő! Hisz ez még nem baj,
ennyi még nem baj! – –
(Kívülről zaj hallatszik és a növendékifjú hangja, aki a külső
szobába bevezet valakit): Tessék, tessék! A nagyságos úr odabent
van!
Az igazgató (még egyszer görcsösen megszorítja a leány karját,
aztán elengedi. Halkan, fojtott indulattal): Várjon meg itt, csak várjon,
majd visszajövök! (Ki akar menni az első szobába, az új vendég elé).
(Késő. Egy termetes, kövérarcú asszonyság tágít be az ajtón.
Bámész arcot csinál. A szeme ki van sírva, a hangja vontatott,
éneklő.)
A termetes asszony: Nagyságos igazgató úr! A fiam dolgában
jöttem, annak a rossz fiúnak. Szegény özvegy asszony…
Az igazgató (erőt vesz magán, elrejti kedvetlenségét, sápadtan
és stereotip mosollyal nyujt kezet a vendégnek. Azalatt a kis leány
feláll, hirtelen elsimítja a haját, gyűrött ruhaujját és vörösen, ziháló
lélekzettel kifelé indul. Az igazgató hellyel kinálja az újonjöttet, aztán
pár lépést tesz a kis leány után. Szárazon és jó hangosan): Tehát az
ügye rendben van, nemde, kisasszony? Az írásait holnap átküldöm a
directrice-nek, a legjobb ajánlatot írom rá. Isten önnel! Üdvözlöm a
bácsit, Pali bácsit!
A csonka Diana (az átsuhanó leányhoz): Szaladj, siess, siess!
(Int a nyilakkal.)
A napos tanulóifjú (miközben kaput nyit, ránéz a lihegő, arcából
kikelt leányra és a bajuszkája alatt fiatalos maliciával gúnyosan
mosolyog).
A veszedelem.