Chapter 3: Marketing Strategy in Internet Marketing

Chapter 3
Marketing Strategy in Internet Marketing

Multiple Choice Questions

1. Effective marketing strategy relates to business strategy through good

A) promotion.
B) value.
C) alignment.
D) service.

2. Which of the following is not one of the organizational dimensions along which marketing
strategy needs to be aligned and integrated with business strategy in order for the two
strategies to work optimally?
A) Activity
B) Implementation
C) Goal
D) Promotion

3. Order fulfillment, market communications, customer service, and pricing are the focus of
_____________ alignment.
A) implementation
B) resource
C) activity
D) goal

4. Marketing strategy traditionally consists of all of the following except

A) positioning.
B) segmentation.
C) advertising.
D) targeting.

5. Typically the first step in the marketing strategy process, ________________ involves
dividing consumers into homogeneous groups.
A) Alignment
B) Targeting
C) Segmentation
D) Positioning

6. The process of evaluating possible market segments to identify the segment(s) most
attractive to the marketer is called:
A) segmenting.
B) targeting.
C) surfing.
D) allocating.

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Chapter 3: Marketing Strategy in Internet Marketing

7. A deep understanding of a product's perception in the minds of its target segment is

required for:.
A) Segmentation
B) Targeting
C) Alignment
D) Positioning

8. The marketing mix:

A) is often used in conjunction with strategy to help promote the positioning strategy.
B) is applied the same way online as offline.
C) is an integral part of marketing strategy.
D) is composed of mutually exclusive/exhaustive "levers".

9. Demographic, cognitive, and geographic are all

A) pricing variables.
B) segmentation variables.
C) placement variables.
D) promotion variables.

10. Segment prioritization is typically based on:

A) sales potential.
B) segment size.
C) buyer-readiness stage/attitude.
D) all of the above

11. Firms introducing new, trendy, and/or expensive products often prioritize segments based
upon:
A) size.
B) ability to pay.
C) gender.
D) location.

12. All of the following are useful bases for segmentation prioritization EXCEPT:
A) buyer-readiness.
B) attitude.
C) deliberately challenging larger, established competitors.
D) trend/market leaders.

13. Which of the following is not a correct statement?

A) Different segments don't always necessitate different skills and resources.
B) Firms would do better to pursue segments that offer them a sustainable competitive
advantage.
C) A firm's own business capabilities must be able to meet the requirements of the chosen
target segments.
D) If a company cannot meet, build, or acquire the necessary competencies it would be

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 Chapter 3: Marketing Strategy in Internet Marketing

wise to avoid a segment.

14. Social class and personality are variables typically used in _______________
segmentation techniques.
A) psychographic
B) demographic
C) geographic
D) behavioral

15. Effective segmentation must produce segments that are:

A) meaningful.
B) actionable.
C) financially attractive.
D) all of the above

16. CarsDirect.com uses this positioning strategy to promote itself as "America's No. 1 way to
buy cars online."
A) Positioning on benefits
B) Positioning on strength
C) Positioning on features/service
D) Product-class positioning

17. _______________ helps ensure that marketing strategy is an ongoing process.

A) Evaluation
B) Experimentation
C) Prospecting
D) Ideation

18. If all members of the target segment display the same characteristics online or offline, the
firm is likely to use:
A) blanket targeting.
B) beachhead targeting.
C) "be-different" targeting.
D) bleed-over targeting.

19. This target market option arises when the online segment of customers is found to be
smaller than the offline segment, perhaps representing a narrower band of tastes and
preferences.
A) "Be Different"
B) Beachhead
C) Bleed-Over
D) Blanket

20. In this target market option, the online target segment includes part, but not all, of the
offline segment, but also targets part of a distinctly new customer segment.
A) Blanket

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Chapter 3: Marketing Strategy in Internet Marketing

B) Beachhead
C) "Be Different"
D) Bleed-Over

36 Internet Marketing: Building Advantage in a Networked Economy