5 Written questions
5 Matching questions
- When senior citizens or recent immigrants are pressured to take out loans they cannot pay back (often containing high fees, hidden costs, and higher rates of interest), these are referred to as:
a) predatory loans
b) consolidated loans
c) opportunistic financing
d) low yield loans
e) prime rate loans
- A segment is _________ if it is large enough to be worth targeting, and if the segment members have sufficient buying power.
- Introducing newly developed products or services to a market segment the company is not currently serving is called
- Braddock University allows recent graduates to come back and take additional courses for free. By offering additional educational services, the university is enhancing its _____________ in an attempt to create value for its customers.
a) Place strategy
b) Product strategy
c) Locational excellence strategy
d) Segmentation strategy
e) Diversification strategy
- Which of the following is NOT one of the four major growth strategies marketers typically utilize?
b) Product developement
c) Market penetration
d) All of the above
e) None of the above
- a substantial
- b b) Product strategy
The product the students buy--a degree--is enhanced by the ability to take extra courses at no additional cost. Thus, this special offer is related to the product strategy.
- c a) predatory loans
The loans provided by predatory lenders, which target vulnerable consumers, are referred to as predatory loans
- d e) None of the above
The four growth strategies are market penetration, market development, product development, and diversification
- e diversification
5 Multiple choice questions
- d) evaluate the attractiveness of each segment.
After identifying potential market segments, the next step is to evaluate attractiveness of each segment
- a) product development
- a) symbols
Red, white, and blue colors serve as symbols in this context because they call to mind the U.S. flag
- b) Opportunities
Expansion of trade agreements is an external factor that could be favorable for firms that can take advantage. An external positive factor is an opportunity
- d) Generation Y
5 True/False questions
When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is → d) substantial
A segment is substantial if it is large enough to be worth targeting, and if the segment members have sufficient buying power. "Substantial" is a better answer than "Profitable" because even a small segment with few people who can afford the product could be profitable in some circumstances, depending on price, margin, and so on
Marketers in the United States are paying increasing attention to ethnic groups because:
a) government subsidies assist marketers attempting to communicate value to these groups
b) they represent a majority of the population in non-urban areas of the country
c) they are more susceptible to marketing messages
d) approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups
e) country culture is replacing regional culture as a key marketing consideration → c) creates opportunities to provide value to each group.
Upper-income, middle-income, and lower-income individuals are all consumers, and all can be offered value in different ways.
Marketers selling to the ___________ generational cohort need to recognize that these consumers are not too interested in shopping, are cynical, and are less likely to believe advertising claims than the generation(s) before them → d) approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups
Ethnic groups represent a fast-increasing percentage of the U.S. population
Consumers consider universal, retrieval, and evoked sets during which stage of the consumer
decision process? → Evaluation of alternatives
Different sets of alternatives are a factor during the third stage of the consumer decision process, evaluation of alternatives
The perceptions of __________ are measured in a perceptual map → consumers
Perceptual maps measure perceptions of consumers, not of competitors or members of the firm