MKT 6301 FINAL EXAM PREPARATION UPDATED
QUESTIONS AND CORRECT ANSWERS
Question:
1. The Scion by Toyota has a hip look and feel-and an industrial-strength stereo-and is sold in chrome
and black showrooms tucked inside Toyota dealerships. Ac-cording to Toyota, to which of the
following audiences is the Scion positioned?
a. Wealthy baby boomers.
b. African American Generation X members.
c. Hispanic American millennials.
d. Generation Y.
e. The silent majority.
Answer:
d. Generation Y
Question:
2. A ________ consists of a group of customers who share a similar set of needs and wants.
a. market target
b. market group
c. market slice
d. market segment
e. market level
Answer:
d. market segment
Question:
3. Harley-Davidson divides its customers into seven lifestyle segments, from "cocky misfits," who
are most likely to be arrogant troublemakers, to "laid-back camper types" committed to cycling and
nature, to "classy capitalist" who have wealth and privilege. This form of segmentation is:
a. demographic
b. psychographic
c. benefit
d. usage rate
e. behavioristic
Answer:
b. psychographic
Question:
4. In ________ marketing, the firm operates in several mar-ket segments and designs different
products for each segment.
a. segmented
b. undifferentiated
c. differentiated
d. geodemographic
e. niche
Answer:
c. differentiated
,Question:
5. Forrester Research estimates marketers in 1999 lost about $3 billion in potential sales because
consumers were worried about privacy. Although there are several laws being considered that would
protect consumers' rights to privacy, none has yet made been made into a law. This is one way _____
forces have not helped the growth of electronic commerce.
a. economic
b. competitive
c. ecological
d. social
e. legal
Answer:
e. legal
Question:
6. Environmental scans have shown that the population of the United States is undergoing dramatic
change. For example, the number of people in this country who are between the ages of 20 and 34 has
declined since 1990. On the other hand, the number of peo-ple who are 65 years of age or older has
increased. These changes in the U.S. population are examples of __________ changes to which
marketers must respond.
a. cyclical population
b. psychographic
c. demographic
d. situational segment
e. target market
Answer:
c. demographic
Question:
7. Universal Concerts is planning on bringing a series of concerts to Canada next year. In order for its
concerts to be a success, it needs to know that Western Canadi-ans like country music and that a
country music event in Eastern Canada is much more likely to have empty seats. This consumer
behavior requires Universal Con-certs to segment its Canadian market according to:
a. geographic and psychographic characteristics.
b. demographic characteristics.
c. lifestyle and demographic characteristics.
d. usage rate and demographic characteristics.
e. demographic and geographic characteristics.
Answer:
a. geographic and psycho-
graphic characteristics
Question:
8. Generation X is the label often given to:
a. persons 65 years old and older.
b. hip, urban teenagers.
c. persons born approximately between 1965 and
1976.
d. the generation born between baby-boomers and
, their parents.
e. fans of Dixieland jazz music.
Answer:
c. persons born approxi-
mately between 1965 and 1976.
Question:
9. ________ is the act of designing the company's offering and image to occupy a distinctive place in
the mind of the target market.
a. Positioning
b. Product conceptualization
c. Promotion presentation
d. Performance imaging
e. Preproduct launching
Answer:
a. Positioning
Question:
10. All marketing strategy is built on STP-segmentation, targeting, and ________.
a. positioning
b. product
c. planning
d. promotion
e. performance
Answer:
a. positioning
Question:
11. The ________ stage of the product is characterized as being one where there is period of rapid
market accep-tance and substantial profit improvement.
a. introduction
b. growth
c. maturity
d. saturation
e. decline
Answer:
b. growth
Question:
12. According to the general bell-shaped curve used to illustrate the product life cycle, which of the
following stages is generally seen when the sales curve is at its peak?
a. Introduction
b. Growth
c. Maturity
d. Decline
e. Abandonment
Answer:
c. Maturity
QUESTIONS AND CORRECT ANSWERS
Question:
1. The Scion by Toyota has a hip look and feel-and an industrial-strength stereo-and is sold in chrome
and black showrooms tucked inside Toyota dealerships. Ac-cording to Toyota, to which of the
following audiences is the Scion positioned?
a. Wealthy baby boomers.
b. African American Generation X members.
c. Hispanic American millennials.
d. Generation Y.
e. The silent majority.
Answer:
d. Generation Y
Question:
2. A ________ consists of a group of customers who share a similar set of needs and wants.
a. market target
b. market group
c. market slice
d. market segment
e. market level
Answer:
d. market segment
Question:
3. Harley-Davidson divides its customers into seven lifestyle segments, from "cocky misfits," who
are most likely to be arrogant troublemakers, to "laid-back camper types" committed to cycling and
nature, to "classy capitalist" who have wealth and privilege. This form of segmentation is:
a. demographic
b. psychographic
c. benefit
d. usage rate
e. behavioristic
Answer:
b. psychographic
Question:
4. In ________ marketing, the firm operates in several mar-ket segments and designs different
products for each segment.
a. segmented
b. undifferentiated
c. differentiated
d. geodemographic
e. niche
Answer:
c. differentiated
,Question:
5. Forrester Research estimates marketers in 1999 lost about $3 billion in potential sales because
consumers were worried about privacy. Although there are several laws being considered that would
protect consumers' rights to privacy, none has yet made been made into a law. This is one way _____
forces have not helped the growth of electronic commerce.
a. economic
b. competitive
c. ecological
d. social
e. legal
Answer:
e. legal
Question:
6. Environmental scans have shown that the population of the United States is undergoing dramatic
change. For example, the number of people in this country who are between the ages of 20 and 34 has
declined since 1990. On the other hand, the number of peo-ple who are 65 years of age or older has
increased. These changes in the U.S. population are examples of __________ changes to which
marketers must respond.
a. cyclical population
b. psychographic
c. demographic
d. situational segment
e. target market
Answer:
c. demographic
Question:
7. Universal Concerts is planning on bringing a series of concerts to Canada next year. In order for its
concerts to be a success, it needs to know that Western Canadi-ans like country music and that a
country music event in Eastern Canada is much more likely to have empty seats. This consumer
behavior requires Universal Con-certs to segment its Canadian market according to:
a. geographic and psychographic characteristics.
b. demographic characteristics.
c. lifestyle and demographic characteristics.
d. usage rate and demographic characteristics.
e. demographic and geographic characteristics.
Answer:
a. geographic and psycho-
graphic characteristics
Question:
8. Generation X is the label often given to:
a. persons 65 years old and older.
b. hip, urban teenagers.
c. persons born approximately between 1965 and
1976.
d. the generation born between baby-boomers and
, their parents.
e. fans of Dixieland jazz music.
Answer:
c. persons born approxi-
mately between 1965 and 1976.
Question:
9. ________ is the act of designing the company's offering and image to occupy a distinctive place in
the mind of the target market.
a. Positioning
b. Product conceptualization
c. Promotion presentation
d. Performance imaging
e. Preproduct launching
Answer:
a. Positioning
Question:
10. All marketing strategy is built on STP-segmentation, targeting, and ________.
a. positioning
b. product
c. planning
d. promotion
e. performance
Answer:
a. positioning
Question:
11. The ________ stage of the product is characterized as being one where there is period of rapid
market accep-tance and substantial profit improvement.
a. introduction
b. growth
c. maturity
d. saturation
e. decline
Answer:
b. growth
Question:
12. According to the general bell-shaped curve used to illustrate the product life cycle, which of the
following stages is generally seen when the sales curve is at its peak?
a. Introduction
b. Growth
c. Maturity
d. Decline
e. Abandonment
Answer:
c. Maturity
