Page 228

277) To develop a successful marketing plan for a soft drink, the process of ________ would most likely be used to group consumers on the basis of whether they prefer sugar-free and caffeine-free soda, caffeine-free sugared soda, or regular soda with sugar and caffeine. A) market aggregation B) product segmentation C) customer grouping D) mass marketing E) market segmentation Answer: E Explanation: Market segmentation is the process of aggregating prospective buyers into groups, or segments that have common needs and will respond similarly to a marketing action, the situation with soft drinks. Difficulty: 3 Hard Topic: Methods of Market Segmentation Learning Objective: 02-05 Explain the three steps of the planning phase of the strategic marketing process. Bloom's: Apply AACSB: Knowledge Application Accessibility: Keyboard Navigation 278) During Step 2 of the strategic marketing process, firms such as Ben & Jerry's engage in all of the following marketing activities except which? A) Position the product B) Set marketing and product goals C) Develop the marketing program D) Select target markets E) Find points of difference Answer: C Explanation: Determining which products will be directed toward which customers (Step 2 of the planning phase) is essential for developing an effective marketing program (Step 3). The following marketing activities are performed during Step 2: (1) segment the market; (2) set marketing and product goals; (3) select target markets; (4) find points of difference; and (5) position the product. Step 3 is developing the marketing program. See Figure 2-6. Difficulty: 2 Medium Topic: The Strategic Marketing Process Learning Objective: 02-05 Explain the three steps of the planning phase of the strategic marketing process. Bloom's: Understand AACSB: Analytical Thinking Accessibility: Keyboard Navigation

150 Copyright 2019 Š McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Profile for mansour.m83m

Test Bank for Marketing 14th Kerin  

Test Bank Marketing 14th Edition Kerin 2019 (Test Bank Download) (9781259924040) (1259924041). Instant access. All chapter are included. All...

Test Bank for Marketing 14th Kerin  

Test Bank Marketing 14th Edition Kerin 2019 (Test Bank Download) (9781259924040) (1259924041). Instant access. All chapter are included. All...