Scribd Logo
Upload

Welcome to Scribd!

  • 36 views

    Quiz3 Key

    Uploaded by

    haziq.bangash107
    The document is a quiz for a marketing course. It contains multiple choice questions about key marketing concepts like positioning, market segmentation, product mix, branding, and the product lifecycle. Specifically, it tests understanding of geographic, psychographic, and demographic segmentation. It also addresses differentiated marketing strategies, brand equity, extensions, product design considerations, and reasons for skipping test marketing in new product development.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Quiz3 Key

    Uploaded by

    haziq.bangash107
    36 views3 pages
    The document is a quiz for a marketing course. It contains multiple choice questions about key marketing concepts like positioning, market segmentation, product mix, branding, and the product lifecycle. Specifically, it tests understanding of geographic, psychographic, and demographic segmentation. It also addresses differentiated marketing strategies, brand equity, extensions, product design considerations, and reasons for skipping test marketing in new product development.

    Original Title

    Quiz3_key

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document is a quiz for a marketing course. It contains multiple choice questions about key marketing concepts like positioning, market segmentation, product mix, branding, and the product lifecycle. Specifically, it tests understanding of geographic, psychographic, and demographic segmentation. It also addresses differentiated marketing strategies, brand equity, extensions, product design considerations, and reasons for skipping test marketing in new product development.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    36 views3 pages

    Quiz3 Key

    Uploaded by

    haziq.bangash107
    The document is a quiz for a marketing course. It contains multiple choice questions about key marketing concepts like positioning, market segmentation, product mix, branding, and the product lifecycle. Specifically, it tests understanding of geographic, psychographic, and demographic segmentation. It also addresses differentiated marketing strategies, brand equity, extensions, product design considerations, and reasons for skipping test marketing in new product development.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    MKTG 201 13 November 2023 Quiz3 Roll No:

    20 points 15 minutes Name:

    1. Positioning consists of arranging for a market offering to occupy a clear, distinctive, and
    desirable place relative to competing products in the minds of target consumers.

    2. Many companies today are conducting location-based targeting to consumers in local


    communities or neighborhoods using digital or social media. This type of marketing is known
    as ________.
    A) geographic segmentation
    B) product diversification
    C) hyperlocal social marketing
    D) psychographic segmentation
    E) demographic segmentation

    3. ________ segmentation divides buyers into different segments based on lifestyle and
    personality characteristics.
    A) Benefit
    B) Occasion
    C) Geographic
    D) Demographic
    E) Psychographic

    4. Market targeting is ________.


    A) arranging for a market offering to occupy a clear, distinctive, and desirable place relative
    to competing products in the minds of target consumers
    B) dividing a market into distinct groups of buyers who have different needs and
    characteristics
    C) evaluating segment attractiveness and deciding how many and which segment(s) to
    serve
    D) marketing to buyers with separate marketing strategies or mixes
    E) differentiating the firm's market offering to create customer value

    5. A market-coverage strategy in which a firm decides to target several market segments and
    designs separate offers for each is known as ________.
    A) mass marketing
    B) differentiated marketing
    C) concentrated marketing
    D) individual marketing
    E) cross-marketing

    6. Which of the following questions is most important for product designers to consider while
    developing a product?
    A) Which specific features of the product do customers like most?
    B) How does the product appear to buyers?
    C) What are the product's technical specifications?
    D) How would customers use and benefit from the product?
    E) How can the product be packaged to stimulate instant purchase?

    1
    7. Product mix ________ refers to the number of different product lines the company carries.
    A) length
    B) height
    C) width
    D) consistency
    E) depth

    8. Product mix ________ refers to the number of versions offered for each product in the line.
    A) length
    B) depth
    C) height
    D) width
    E) consistency

    9. A brand has positive brand equity when consumers react more favorably to it than to a
    generic or unbranded version of the same product.

    10. A brand extension involves the use of a successful brand name for new or modified
    products in a new category.

    11. A Pakistani example of co-branding is Opler’s Rooh Afza.

    13. New product development starts with ________.


    A) concept development
    B) idea screening
    C) idea generation
    D) concept testing
    E) test marketing

    14. Which of the following is the practice of inviting broad communities of customers,
    employees, independent researchers, and members of the public into the new product
    innovation process?
    A) brainstorming
    B) idea screening
    C) crowdsourcing
    D) outsourcing
    E) concept testing

    15. Why do some firms skip the test marketing phase of new product development?
    A) It can take too long and result in missed opportunities.
    B) It provides limited information.
    C) Consumers differ too much from region to region.
    D) It is cheaper to introduce a lot of new products and wait for the winners to emerge.
    E) Consumers are too fickle in today's digital world.

    2
    16-20. The figure below is the course of a product’s sales and profits over its lifetime, the
    Product Life-Cycle (PLC).

    Objective: B E D C A

    Match a marketing objective with each of the stages of PLC.

    A. Milk the brand


    B. Find and develop a new idea
    C. Maximize profit while defending market share
    D. Maximize market share
    E. Create product engagement and trial

    You might also like