Kotler / Armstrong, Chapter 7 What is the first step in target marketing?

1. market positioning 2. market segmentation 3. target marketing 4. none of the above

Kotler / Armstrong, Chapter 7 What is the first step in target marketing?

1. market positioning 2. market segmentation 3. target marketing 4. none of the above

Kotler / Armstrong, Chapter 7 Which of the following steps of target marketing takes into account competitors’ offerings to the market?

1. market positioning 2. market segmentation 3. market targeting 4. all of the above

Kotler / Armstrong, Chapter 7 Which of the following steps of target marketing takes into account competitors’ offerings to the market?

1. market positioning 2. market segmentation 3. market targeting 4. all of the above

Kotler / Armstrong, Chapter 7 Which of the following is not a way to segment consumer markets?

1. geographic 2. psychographic 3. demographic 4. derived demand

Kotler / Armstrong, Chapter 7 Which of the following is not a way to segment consumer markets?

1. geographic 2. psychographic 3. demographic 4. derived demand

Kotler / Armstrong, Chapter 7 Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation.

1. occasion 2. psychographic 3. behavioral 4. market

Kotler / Armstrong, Chapter 7 Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation.

1. occasion 2. psychographic 3. behavioral 4. market

Kotler / Armstrong, Chapter 7 A marketer selling different offerings in different communities would be using _____ segmentation.

1. geographic 2. psychographic 3. demographic 4. behavioral

Kotler / Armstrong, Chapter 7 A marketer selling different offerings in different communities would be using _____ segmentation.

1. geographic 2. psychographic 3. demographic 4. behavioral

Kotler / Armstrong, Chapter 7 Marketers selling luxury cars often use income as a segmenting variable. Income is one component of _____ segmentation. 1. geographic 2. psychographic 3. demographic 4. behavioral

Kotler / Armstrong, Chapter 7 Marketers selling luxury cars often use income as a segmenting variable. Income is one component of _____ segmentation. 1. geographic 2. psychographic 3. demographic 4. behavioral

Kotler / Armstrong, Chapter 7 Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation.

1. true 2. false

Kotler / Armstrong, Chapter 7 Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation.

1. true 2. false

Kotler / Armstrong, Chapter 7 Many marketers believe that _____ variables are the best starting point for building market segments. 1. geographic 2. psychographic 3. demographic 4. behavioral

Kotler / Armstrong, Chapter 7 Many marketers believe that _____ variables are the best starting point for building market segments. 1. geographic 2. psychographic 3. demographic 4. behavioral

Kotler / Armstrong, Chapter 7 Intermarket segmentation is forming segments of consumers who have similar needs and buying behavior but are living in different countries.

1. true 2. false

Kotler / Armstrong, Chapter 7 Intermarket segmentation is forming segments of consumers who have similar needs and buying behavior but are living in different countries.

1. true 2. false

Kotler / Armstrong, Chapter 7 A customer’s loyalty status to a brand is a method of segmentation.

1. true 2. false

Kotler / Armstrong, Chapter 7 A customer’s loyalty status to a brand is a method of segmentation.

1. true 2. false

Kotler / Armstrong, Chapter 7 Mercedes Benz targets the world’s well-to-do and IKEA targets the aspiring global middle class. These companies are involved with _______ segmentation.

1. positioning 2. differentiation 3. intermarket 4. lifecycle

Kotler / Armstrong, Chapter 7 Mercedes Benz targets the world’s well-to-do and IKEA targets the aspiring global middle class. These companies are involved with _______ segmentation.

1. positioning 2. differentiation 3. intermarket 4. lifecycle

Kotler / Armstrong, Chapter 7 In order to be useful, market segments need to be which of the following? 1. differentiable 2. accessible 3. substantial 4. all of the above

Kotler / Armstrong, Chapter 7 In order to be useful, market segments need to be which of the following? 1. differentiable 2. accessible 3. substantial 4. all of the above

Kotler / Armstrong, Chapter 7 Which of the following structural factors is not related to a segment’s attractiveness? 1. the presence of strong competitors in the segment 2. the existence of potential substitute products 3. the lack of raw materials 4. a number of powerful suppliers

Kotler / Armstrong, Chapter 7 Which of the following structural factors is not related to a segment’s attractiveness? 1. the presence of strong competitors in the segment 2. the existence of potential substitute products 3. the lack of raw materials 4. a number of powerful suppliers

Kotler / Armstrong, Chapter 7 When using a(n) _____ marketing (mass marketing) strategy, a firm decides to ignore market segment differences and target the whole market with one offer.

1. differentiated 2. undifferentiated 3. positioning 4. segmentation

Kotler / Armstrong, Chapter 7 When using a(n) _____ marketing (mass marketing) strategy, a firm decides to ignore market segment differences and target the whole market with one offer.

1. differentiated 2. undifferentiated 3. positioning 4. segmentation

Kotler / Armstrong, Chapter 7 Concentrated (niche) marketing is a market coverage strategy in which a firm goes after a large share of one or a few segments or niches.

1. true 2. false

Kotler / Armstrong, Chapter 7 Concentrated (niche) marketing is a market coverage strategy in which a firm goes after a large share of one or a few segments or niches.

1. true 2. false

Kotler / Armstrong, Chapter 7 This type of micromarketing is also known as one-to-one marketing or mass customization.

1. local marketing 2. tailored marketing 3. niche marketing 4. individual marketing

Kotler / Armstrong, Chapter 7 This type of micromarketing is also known as one-to-one marketing or mass customization.

1. local marketing 2. tailored marketing 3. niche marketing 4. individual marketing

Kotler / Armstrong, Chapter 7 If a beer manufacturer were to place a commercial on a TV show that was predominantly viewed by children, it could be considered using _____.

1. socially irresponsible targeting 2. socially responsible targeting 3. adult targeting 4. niche targeting

Kotler / Armstrong, Chapter 7 If a beer manufacturer were to place a commercial on a TV show that was predominantly viewed by children, it could be considered using _____.

1. socially irresponsible targeting 2. socially responsible targeting 3. adult targeting 4. niche targeting

Kotler / Armstrong, Chapter 7 A product’s _____ is the way the product is defined by consumers on important attributes relative to the competition.

1. image 2. equity 3. position 4. value

Kotler / Armstrong, Chapter 7 A product’s _____ is the way the product is defined by consumers on important attributes relative to the competition.

1. image 2. equity 3. position 4. value

Kotler / Armstrong, Chapter 7 A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage.

1. services 2. product 3. people 4. channel

Kotler / Armstrong, Chapter 7 A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage.

1. services 2. product 3. people 4. channel

Kotler / Armstrong, Chapter 7 Concentrated (niche) marketing is a market coverage strategy in which a firm goes after a large share of one or a few segments or niches.

1. true 2. false

Kotler / Armstrong, Chapter 7 Concentrated (niche) marketing is a market coverage strategy in which a firm goes after a large share of one or a few segments or niches.

1. true 2. false