Marketing Strategy: Help & Review Chapter Exam

Exam Instructions:

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

Page 1

Question 1 1. Which of the following demographic groups was born between 1946-1964?

Question 2 2. A _____ provides the words or terms that help customers understand why they should use the product and the company values.

Question 3 3. What are the four broad segments of a business market?

Question 4 4. How does a large company place its SBU's on the portfolio matrix ?

Question 5 5. What is a marketing strategy that is based on attracting new customers to current products?

Page 2

Question 6 6. A company wants to find customers who would be interested in a drug and alcohol prevention residential program. They are having difficulty finding segments to target. What type of criteria issue would they be facing?

Question 7 7. How would a company begin to change consumer perceptions about its products ?

Question 8 8. What is positioning?

Question 9 9. Which of the following does a company need to help develop their brand?

Question 10 10. What are the five ways to segment a market?

Page 3

Question 11 11. James segments his business customers by how much money they spend on his products and services. Which type of segmentation is this?

Question 12 12. What is a strategic alternative?

Question 13 13. A car company has forever been known as offering cheap, reliable cars. The new management group would like the marketing team to change consumer perception of the cars from cheap and reliable to high tech and cool. The marketing team's challenge is called _____.

Question 14 14. If a company decides to pursue a senior citizen segment of the market and has difficulty creating a marketing mix that will reach this type of segment, this is an example of what type of criteria?

Question 15 15. Which of these products would be classified as a star on the portfolio matrix ?

Page 4

Question 16 16. Which of the following criteria can be used to segment a market?

Question 17 17. What is a brand?

Question 18 18. When a company uses a strategy to showcase why their product characteristics are superior to the competition, it is called:

Question 19 19. Which of the following types of segmentation listed is a marketing team for an amusement park using an ad that showcases wild thrill rides for an exciting day out with friends?

Question 20 20. You want to find an efficient way to segment the business market. Which of the following is NOT an example of how you should segment a market according to company characteristics?

Page 5

Question 21 21. Which of the following would a company do when it decides to 'harvest' a product made by an SBU?

Question 22 22. If a manufacturer of candy decides to open a theme park, this would be an example of a _____ strategic alternative.

Question 23 23. Age, gender, income, race, and family life cycle all are found in _____ segmentation?

Question 24 24. Robert's company produces gloves. They primarily sell these gloves to prisons and schools. What segment of the market is Robert's company targeting?

Question 25 25. What are the four different strategic alternatives?

Page 6

Question 26 26. What is a graphical way of representing two or more dimensions or variables that are represented in consumers' minds?

Question 27 27. Which of the following is a commercial value that can be put on a brand?

Question 28 28. What is business marketing?

Question 29 29. Assess the strategy that is used to increase sales by creating new products that can be targeted to new markets.

Question 30 30. What is the name of a segmentation criteria where a segment must be large enough to support developing a specific marketing mix?

Marketing Strategy: Help & Review Chapter Exam Instructions

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

Business Strategy: Help & Review  /  Business Courses
Support