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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
