Which of the following is the narrowest marketing strategy?

46) Which of the following is the narrowest marketing strategy?

A) segmented strategy

B) local marketing

C) differentiated marketing

D) mass marketing

E) undifferentiated marketing

Answer:  B

Diff: 3        Page Ref: 204

Skill:  Concept

Objective:  7-2

47) Which of the following is NOT a drawback of local marketing?

A) It can drive up manufacturing costs.

B) It can drive up marketing costs by reducing economies of scale.

C) It can create logistics problems.

D) A brand's overall image might be diluted through too much variation.

E) Supporting technologies are not available.

Answer:  E

Diff: 3        Page Ref: 204-205

Skill:  Concept

Objective:  7-3

48) When Walmart customizes its merchandise store by store to meet shopper needs, it is practicing ________.

A) niche marketing

B) psychographic marketing

C) local marketing

D) social segmentation

E) individual marketing

Answer:  C

Diff: 2        Page Ref: 204

Skill:  Concept

Objective:  7-3

49) When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs, it is following ________.

A) micromarketing

B) mass marketing

C) mass customization

D) differentiated marketing

E) localization

Answer:  C

Diff: 2        Page Ref: 205

Skill:  Concept

Objective:  7-3

50) When choosing a target marketing strategy, many factors need to be considered. Which of the following does your text NOT mention as important?

A) company resources

B) degree of product variability

C) product life-cycle stage

D) product cost

E) competitors' marketing strategies

Answer:  D

Diff: 2        Page Ref: 206

Skill:  Concept

Objective:  7-3

51) When competitors use differentiated or concentrated marketing, ________ marketing can be disastrous.

A) differentiated

B) undifferentiated

C) concentrated

D) customized

E) localized

Answer:  B

Diff: 2        Page Ref: 206

Skill:  Concept

Objective:  7-3

52) Target marketing sometimes generates controversy and concern. Issues usually involve the targeting of ________ consumers with ________ products.

A) elderly; durable

B) young; appealing

C) vulnerable; marketing

D) vulnerable; potentially harmful

E) unexpected; deceptive

Answer:  D

Diff: 2        Page Ref: 206

AACSB:  Ethical Understanding and Reasoning Abilities

Skill:  Concept

Objective:  7-3

53) It is considered socially irresponsible when the marketing of adult products spills over into the ________ segment.

A) elderly

B) child

C) animal

D) minority

E) senior

Answer:  B

Diff: 1        Page Ref: 206

AACSB:  Ethical Understanding and Reasoning Abilities

Skill:  Concept

Objective:  7-3

54) Cigarette, beer, and fast-food marketers have generated much controversy in recent years by their attempts to target ________.

A) urban professionals

B) the elderly

C) inner-city minorities

D) the poor in foreign markets

E) suburban adults

Answer:  C

Diff: 3        Page Ref: 207

AACSB:  Ethical Understanding and Reasoning Abilities

Skill:  Concept

Objective:  7-3

55) Most attempts to target children and minority groups provide ________ to target customers.

A) benefits

B) education

C) disadvantages

D) harm

E) expenses

Answer:  A

Diff: 2        Page Ref: 207

AACSB:  Ethical Understanding and Reasoning Abilities

Skill:  Concept

Objective:  7-3

56) In target marketing, the issue of social responsibility is not really who is targeted, but rather ________ and for ________.

A) why; what

B) how; what

C) why; how long

D) where; how long

E) how; how long

Answer:  B

Diff: 2        Page Ref: 207

AACSB:  Ethical Understanding and Reasoning Abilities

Skill:  Concept

Objective:  7-3

57) Which group determines a product's position relative to competing products?

A) manufacturers

B) wholesalers

C) retailers

D) consumers

E) suppliers

Answer:  D

Diff: 1        Page Ref: 207

Skill:  Concept

Objective:  7-4

58) A product's position is based on important attributes as perceived by ________.

A) suppliers

B) competitors

C) market conditions

D) consumers

E) managers

Answer:  D

Diff: 2        Page Ref: 207

Skill:  Concept

Objective:  7-4

59) Which of the listed choices is NOT a positioning task?

A) identifying a set of possible competitive advantages upon which to build a position

B) surveying frequent users of the product

C) selecting an overall positioning strategy

D) effectively communicating and delivering the chosen position to the market

E) selecting the right competitive advantages

Answer:  B

Diff: 2        Page Ref: 208

AACSB:  Communication Abilities

Skill:  Concept

Objective:  7-4

60) A company or store gains a(n) ________ by differentiating its products and delivering more value.

A) competitive advantage

B) positioning advantage

C) cost advantage

D) efficiency advantage

E) synergy

Answer:  A

Diff: 1        Page Ref: 210

Skill:  Concept

Objective:  7-4