Quiz-7
Multiple Choice
Identify the letter of the choice that best completes the
statement or answers the question.
1. The most appropriate distribution strategy to
be used along with undifferentiated marketing is selling through
|
a. |
few outlets, so that customer
service can be maintained. |
|
b. |
a moderate number of outlets, so
that price competition would be lessened. |
|
c. |
a large number of outlets;
however, choosing outlets that are not in direct competition with one
another. |
|
d. |
all possible outlets, so that
sales are maximized. |
2. According to the majority fallacy concept,
|
a. |
a differentiated marketing
strategy may direct a company's energies toward too many segments. |
|
b. |
the smallest segment, not the
largest, may be the most brand loyal. |
|
c. |
per-unit profits are always the
highest in undifferentiated marketing. |
|
d. |
the largest market segment may
not be the best for a firm to seek out due to its high degree of competition. |
3. Which target market strategy most closely
resembles a niche strategy?
|
a. |
Concentrated marketing |
c. |
Undifferentiated marketing |
|
b. |
Differentiated marketing |
d. |
Mass marketing |
4. Which target market strategy allows a firm to
pursue BOTH mass marketing and concentrated marketing?
|
a. |
Product differentiation |
c. |
Concentrated marketing |
|
b. |
Differentiated marketing |
d. |
Undifferentiated marketing |
5. A firm decides to appeal to the mass market
with one brand designation and to a specialized market segment with another
brand. The firm is using
|
a. |
differentiated marketing. |
c. |
concentrated marketing. |
|
b. |
benefit segmentation. |
d. |
undifferentiated marketing. |
6. Which strategy minimizes channel member
conflict by allowing them to sell different brand and product line
designations?
|
a. |
Concentrated marketing |
c. |
Undifferentiated marketing |
|
b. |
Product differentiation |
d. |
Differentiated marketing |
7. About 160 manufacturers use about one-half of
all general-purpose synthetic rubber. To marketers, this group comprises what
segment?
|
a. |
Benefit |
c. |
Consumer lifestyle |
|
b. |
Personal demographics |
d. |
Heavy half |
8. A small paint manufacturer produces paint that
is specially formulated to be used with wrought iron railing and furniture that
is placed outdoors. The company should be engaged in which target market
approach?
|
a. |
Differentiated marketing |
c. |
Concentrated marketing |
|
b. |
Product differentiation |
d. |
Undifferentiated marketing |
9. A manufacturer of pre-cooked meals wants to
change its marketing strategy to increase sales and to lower costs. It plans to
shift from offering a selection of Greek and Italian foods to now offering only
Italian pasta-based dishes. This manufacturer is moving away from
|
a. |
concentrated marketing. |
c. |
benefit segmentation. |
|
b. |
differentiated marketing. |
d. |
undifferentiated marketing. |
10. A paint manufacturer produces paint
in 1-gallon containers for the do-it-yourself market and in 5-gallon containers
for professional painters. The firm practices
|
a. |
differentiated marketing. |
c. |
undifferentiated marketing. |
|
b. |
concentrated marketing. |
d. |
ultramarketing. |
Quiz-7
Answer Section
MULTIPLE CHOICE
1. D
2. D
3. A
4. B
5. A
6. D
7. D
8. C
9. B
10. A