QUESTION Go Red for Women is a campaign put on by the American Heart Association to raise awareness of heart disease in women. This campaign is an example of what type of marketing? A) not-for-profit marketing B) product-use-based segmentation C) customer-based segmentation D) demographic segmentation E) niche marketing ANSWER Answer: A Explanation: A) The […]
QUESTION Five companies are in business selling denim products. Which company is making a change to take advantage of an opportunity? A) Just Jeans has sold straight-leg jeans and wide-leg jeans for many years. Now ankle boots are coming back in style so Just Jeans is going to make boot-cut jeans as well. B) Dungarees, […]
QUESTION Which of the following Ps of the marketing mix is correctly matched with its description? A) Promotion strategy: How do we design and test a product that will best meet consumer needs and wants? B) Promotion strategy: How do we determine what to charge for the product? C) Place strategy: How do we distribute […]
QUESTION Which type of consumer segmentation is correctly paired with its descriptor? A) geographic segmentation: dividing the market by age, gender, income, and so on B) benefit segmentation: dividing the market by location C) demographic segmentation: dividing the market by frequency of customer usage D) user-rate-segmentation: dividing the market by benefits that people seek in […]
QUESTION Which of the following lists the four Ps of the marketing mix in order of consideration? A) pricing > place > promotion > product B) product > place > pricing > promotion C) product > pricing > place > promotion D) promotion > place > product > pricing E) promotion > product > place […]
QUESTION Makers of dance games made to be played on home television sets have learned that their primary market for this product is girls and young women, so their advertisements target people in this group. This is an example of what kind of consumer marketing segmentation? A) user-rate segmentation B) geographic segmentation C) psychographic segmentation […]
QUESTION Which of the following is NOT one of the four Ps of the marketing mix? A) pricing B) place C) promotion D) packaging E) product ANSWER Answer: D Explanation: D) The marketing mix consists of the four key strategy considerations called the four Ps: product, pricing, place, and promotion strategies. Packaging is not […]
QUESTION Personal image—the look we wish to project—is most closely tied to which market category? A) geographic segmentation B) demographic segmentation C) psychographic segmentation D) benefit segmentation E) user-rate segmentation ANSWER Answer: C Explanation: C) Psychographic segmentation consists of categorizing people according to lifestyle, values, and psychological characteristics, such as frugal versus free spending […]
QUESTION At which stage in the marketing process do concept testing and test marketing come into play? A) conducting research and determining the target market B) the product strategy C) the pricing strategy D) the place strategy E) the promotion strategy ANSWER Answer: B Explanation: B) Concept testing and test marketing come into play […]
QUESTION Hal’s hot dogs have for years been packaged in bunches of 10 dogs. Customers have been complaining that once they open the package, it is too easy to cook more than they need. So Hal has started selling individually wrapped hot dogs in packages of 10. This is an example of what kind of […]
