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School
Eastern Gateway Community College *
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Course
201_702
Subject
Marketing
Date
Nov 24, 2024
Type
docx
Pages
7
Uploaded by anaelibaldor
The Undress company produces a dress that women use to quickly and easily
change in public. The company is just over a year old and has been
successful through a Kickstarter campaign. The Undress company has
identified a customer segment, but if it wants to reach a larger customer
segment market outside of the Kickstarter family, what question must it
answer?
Which product should it be marketing?
How can it identify and reach the larger market more effectively?
Why should consumers buy its product?
Question 2
1 / 1 pts
There are 100 apartment complexes (worth ~$350K annually in potential
contracts), that the Go Green recycling company has identified which don’t
offer recycling for their tenants. The city just passed a law requiring large
apartment complexes to recycle. Go Green has contacted apartment
complex owners offering their services with mixed results. Which one of the
criteria for defining a potential market is missing from this example?
an organization has the ability to pay for the service
there is an identified need for the service
a person must have the authority to buy the service
Question 3
1 / 1 pts
A local property management company has seen little increase in its
revenues over the last year. Its new marketing director, Kim, conducts
several segmentation surveys and discovers an improper alignment of
company marketing efforts with its actual and potential customer segments.
With customers more clearly identified, Kim strategizes the types of
marketing campaigns to effectively reach these current and potential
customers. Kim used segmentation identification to meet which of her
company’s objectives? In order for segmentation :
reducing company risk by deciding where, when, how, and to whom a
product, service, or brand will be marketed
increasing marketing efficiency by directing efforts toward general market
segments
identifying but not classifying people into comparable groups
Question 4
1 / 1 pts
A product is targeted to a risk-averse individual who makes $40k a year,
reads Knit Simple magazine, is college educated, belongs to a local book
club, and takes a vacation each year to the same place. What type of
segmentation was used to market the product?
psychographic segmentation
behavioral segmentation
decision maker segmentation
Question 5
1 / 1 pts
If behavioral segmentation includes the knowledge of, use of, response to,
and attitude toward a product, which choice below is an example of a
behavioral segmentation?
an rental car company targeting customers with over 50 car rental instances
through the rental car company
a retail clothing store targeting customers within a ten-mile radius
a feminine hygiene company targeting girls between the age of 12–18
Question 6
1 / 1 pts
Tabatha was looking into switching coffee products when her group of friends
suggested she check out the local coffee shop that sold a house blend that
they liked. Tabatha was influenced by her friends and accompanied them to
the coffee shop to try out the house blend. She liked it and purchased a bag
to take home. The local coffee house had created an atmosphere and
following of fans by offering a free cup if a regular brought in a friend. The
coffee shop targeted its marketing using what type of approach?
psychographic segmentation
decision-maker segmentation
geographic segmentation
Question 7
1 / 1 pts
You are evaluating your company’s segmentation approach and discover an
important missing condition. They have measured their target market and
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discovered it is reachable, stable, cost-effective, and measurable. Which
condition is missing?
profitability
measuring data
appeal to social benefits
Question 8
1 / 1 pts
You invent of a new type of dog leash. You choose a market segmentation
approach and decide to target the large national population of dog owners.
After reviewing what identifies an ideal market you realize your
segmentation approach does not meet any of the effective segmentation
conditions. At this point you should:
refine your approach by going back to the drawing board
mimic the segmentation approach of another pet products company
continue using current approach to see if it works or not
Question 9
1 / 1 pts
If the potential customers belong to the same segment, display comparable
characteristics, and choose the same product qualities consistent with their
segment, then which condition for the ideal market segment approach
should be used?
externally homogeneous
indicating a marketing campaign’s historical significance
internally homogeneous
Question 10
1 / 1 pts
The Burn No More company sells fire extinguishers for consumers. It decided
to focus its marketing strategy primarily on the home-grilling market
segment. Burn No More discovered that this segment desired a smaller
canister that could be attached to a grill leg. Burn No More used what type of
segmentation strategy?
diffused strategy
multisegment strategy
concentration strategy
Question 11
1 / 1 pts
The Banana Boat sunscreen company offers children's sunscreen and a
variety of sunscreens at varying intensities. For its marketing mix it uses a
multisegment marketing strategy, which means that it:
targets each segment the same
tries to increase market share and sales in just one of the of the market
segments
uses separate offerings for each different segment it targets
Question 12
1 / 1 pts
A small company making hole punchers has decided to use a differentiated
marketing strategy and target four different market segments. What
problems might the company encounter?
it can be difficult to foster brand loyalty through differentiated marketing
each segment requires its own marketing plan and execution and costs add
up quickly
it can face challenges in luring customers away from existing companies
Question 13
1 / 1 pts
AnyBots offers a small camera/scooter device that lets you remotely drive
around an office without physically being there. It focuses specifically on
business travelers who need to be everywhere at once. AnyBots’ marketing
strategy is called:
differentiated marketing
niche marketing
micromarketing
Question 14
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1 / 1 pts
After a targeted segment of kids under twelve was chosen by a sugar cookie
company, the company had to decide on its marketing mix to that segment.
When deciding on a price strategy for its cookies, what questions should the
company ask?
How much is too expensive or too cheap?
Where does your segment look for or shop for your product?
What do you want your segment to remember about your product?
Question 15
1 / 1 pts
Eric, a ghost writer, conducted market research and discovered a niche
market in writing scripts for corporate online videos. He also knows now the
market will bear $250 per script. What question should he ask next about
placement of his marketing mix?
What would be the ideal product for his targeted segment?
What price is his segment willing to pay for his product?
What is the best way to get his service to his target customers?
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