Marketing Management 5th Edition by Dawn Iacobucci – Test Bank

1. Economists note that imperfect competition occurs because consumers have unique needs and desires.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Moderate

REFERENCES:   Page 32

QUESTION TYPE:   True / False

HAS VARIABLES:   False

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

LOCAL STANDARDS:   United States – OH – Default City – DISC: Customer

TOPICS:   3-1 Why Segment?

KEYWORDS:   Bloom’s: Comprehension

OTHER:   MBA: Knowledge of Human Behavior and Society

DATE CREATED:   7/11/2016 2:16 PM

DATE MODIFIED:   8/3/2016 10:24 AM

2. Maslow’s hierarchy ranges from satisfaction of basic biological needs to more abstract needs regarding well-being.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Easy

REFERENCES:   Page 32

QUESTION TYPE:   True / False

HAS VARIABLES:   False

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

LOCAL STANDARDS:   United States – OH – Default City – DISC: Customer

TOPICS:   3-1 Why Segment?

KEYWORDS:   Bloom’s: Knowledge

OTHER:   MBA: Knowledge of Human Behavior and Society

DATE CREATED:   7/11/2016 2:16 PM

DATE MODIFIED:   7/11/2016 2:16 PM

3. In marketing, we deal with customer differences through segmentation.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Easy

REFERENCES:   Page 32

QUESTION TYPE:   True / False

HAS VARIABLES:   False

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

LOCAL STANDARDS:   United States – OH – Default City – DISC: Marketing Plan

TOPICS:   3-1 Why Segment?

KEYWORDS:   Bloom’s: Knowledge

OTHER:   MBA: Managing Strategy and Innovation

DATE CREATED:   7/11/2016 2:16 PM

DATE MODIFIED:   7/11/2016 2:16 PM

4. Collectively, a marketplace of consumers is homogeneous.

  a.  True

  b.  False

ANSWER:   False

POINTS:   1

DIFFICULTY:   Easy

REFERENCES:   Page 32

QUESTION TYPE:   True / False

HAS VARIABLES:   False

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

LOCAL STANDARDS:   United States – OH – Default City – DISC: Marketing Plan

TOPICS:   3-1 Why Segment?

KEYWORDS:   Bloom’s: Knowledge

OTHER:   MBA: Knowledge of Human Behavior and Society

DATE CREATED:   7/11/2016 2:16 PM

DATE MODIFIED:   7/11/2016 2:16 PM

5. A market segment is an individual customer who shares similar inclinations toward your brand.

  a.  True

  b.  False

ANSWER:   False

POINTS:   1

DIFFICULTY:   Moderate

REFERENCES:   Page 33

QUESTION TYPE:   True / False

HAS VARIABLES:   False

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

LOCAL STANDARDS:   United States – OH – Default City – DISC: Marketing Plan

TOPICS:   3-2 What Are Market Segments?

KEYWORDS:   Bloom’s: Knowledge

OTHER:   MBA: Knowledge of Human Behavior and Society

DATE CREATED:   7/11/2016 2:16 PM

DATE MODIFIED:   7/11/2016 2:16 PM

6. Some companies that tried mass customization have scaled back their attempts because it is not cost-effective.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Moderate

REFERENCES:   Page 34

QUESTION TYPE:   True / False

HAS VARIABLES:   False

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

LOCAL STANDARDS:   United States – OH – Default City – DISC: Marketing Plan

TOPICS:   3-2 What Are Market Segments?

KEYWORDS:   Bloom’s: Comprehension

OTHER:   MBA: Knowledge of Human Behavior and Society

DATE CREATED:   7/11/2016 2:16 PM

DATE MODIFIED:   8/24/2016 2:54 PM