Midterm exam review 3 Flashcards
(13 cards)
1
Q
- A target market consists of a set of buyers with different needs and characteristics.
a. True
b. False
A
b. False
1
Q
- There are four characteristics that market segments are usually judged by to determine their
effectiveness to the marketing organization.
a. True
b. False
A
a. True
2
Q
- Marketers find little reason to focus on lower-income customers in most geographic markets.
a. True
b. False
A
b. False
3
Q
- Car manufacturers are not interested in gender segmentation.
a. True
b. False
A
b. False
4
Q
- Undifferentiated marketing is becoming an increasingly accepted practice.
a. True
b. False
A
b. False
5
Q
- Consumer and business marketers use many of the same variables to segment their
markets.
a. True
b. False
A
a. True
6
Q
- Coca Cola has a variety of products in its portfolio including diet drinks, water, sports drinks and
energy drinks. As such Coca Cola is following a differentiated market coverage strategy.
a. True
b. False
A
a. True
7
Q
- Today’s marketing managers can never have too much information.
a. True
b. False
A
b. False
8
Q
- Marketing intelligence consists of publicly available information that marketers systematically
collect and analyze.
a. True
b. False
A
a. True
9
Q
- The marketing research process features three important steps: defining the problem, setting
objectives and reporting the findings.
a. True
b. False
A
b. False
10
Q
- Before marketing managers and researchers set any research objectives, they must carefully define
the problem they hope to solve.
a. True
b. False
A
a. True
11
Q
- Marketing research usually begins with gathering primary data.
a. True
b. False
A
b. False
12
Q
- A company’s own observational research produces what we call primary data.
a. True
b. False
A
a. True
