154.Watson’s Bakery found five different market segments among customers for its bakery goods. W

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154.Watson's Bakery found five different market segments among customers for its bakery goods. When developing a market-oriented strategy, the marketing manager used a ____ approach, putting two target markets together and developing a single marketing mix that would meet the needs of the new larger segment. 
 
 

A.particular target market

B.multiple target market

C.combined target market

D.product-market target market

E.specialty targeting

155.Merging two or more submarkets into one larger target market as a basis for one strategy is known as the ____ target market approach. 
 
 

A.particular

B.multiple

C.combined

D.compound

E.blended

156.Combiners 
 
 

A.look at various submarkets for differences rather than similarities.

B.try to increase the size of their target markets by merging two or more segments.

C.aim at one or more market segments and offer each different marketing mixes.

D.have decided to sacrifice profits for sales volume.

E.aim at one submarket with a specialized marketing mix.

157.Combiners (as opposed to segmenters): 
 
 

A.try to satisfy target customers “very well” rather than “pretty well.”

B.try to develop a different marketing mix for each submarket.

C.want to avoid “inviting” competition.

D.are not target marketers-they aim at everybody.

E.try to increase the size of their target markets by combining two or more market segments.

158.Which of the following statements about the combined target market approach is True? 
 
 

A.Combiners feel that two or more segments are similar enough that-together-they can be treated as one large target market.

B.Combiners try to extend their basic offering to satisfy customers from multiple segments with a single marketing mix.

C.Combiners may fall victim to an innovative segmenter that offers a more attractive marketing mix to a segment of the combined target market.

D.All of these statements about the combined target market approach are true.

159.The combined target market approach: 
 
 

A.tends to focus on small, homogeneous market segments.

B.aims at several target markets and offers each target market a unique marketing mix.

C.tries to improve the general appeal of a firm's basic marketing mix rather than tailor it to meet the strongly felt needs of some people.

D.works well only when each submarket of a product-market has a different demand curve.

E.None of these alternatives is correct for the combined target market approach.

160.A combined target market approach 
 
 

A.sacrifices possible economies of scale.

B.requires more investment than a multiple target market approach.

C.may not satisfy customers as well as the multiple target market approach.

D.trades off sales volume to provide a small market superior value.

E.aims at two or more segments with multiple marketing mixes.

161.Quality Ceramic, Inc. (QCI) defined five submarkets within its broad product-market. To obtain some economies of scale, QCI decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected two submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets. QCI is using the 
 
 

A.combined target market approach.

B.single target market approach.

C.multiple target market approach.

D.mass marketing approach.

E.None of these is a good choice for Quality Ceramic.

162.Having segmented its broad product-market, Blue Chip, Inc. feels that three segments are similar enough that-together-they can be treated as one large target market and offered the same marketing mix. Blue Chip, Inc. is following the ______________ approach. 
 
 

A.mass marketing

B.multiple target market

C.combined target market

D.single target market

E.None of these alternatives is correct.

163.In segmenting the cell phone user product-market, cell phone maker Super Cellular found one segment that valued sending text messages and another that wanted their phone to play MP3 music files. The firm developed a single handset for both market segments and used the same marketing mix in targeting both segments. For this product-market, Super Cellular operated as a ___. 
 
 

A.combiner

B.value operator

C.market leader

D.segmenter

E.multi-segmenter

 

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