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


What is the first step in target marketing?



3. target marketing

4. none of the above


Which of the following steps of target marketing takes into account competitors’ offerings to the market?



3. market targeting

4. all of the above


Which of the following steps of target marketing takes into account competitors’ offerings to the market?



3. market targeting

4. all of the above


Which of the following is not a way to segment consumer markets?

1. geographic

2. psychographic

3. demographic

4. derived demand


Which of the following is not a way to segment consumer markets?

1. geographic

2. psychographic

3. demographic

4. derived demand


Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation.

1. occasion

2. psychographic

3. behavioral

4. market


Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation.

1. occasion

2. psychographic

3. behavioral

4. market


A marketer selling different offerings in different communities would be using _____ segmentation.

1. geographic

2. psychographic

3. demographic

4. behavioral


A marketer selling different offerings in different communities would be using _____ segmentation.

1. geographic

2. psychographic

3. demographic

4. behavioral


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


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


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

1. true

2. false


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

1. true

2. false


Many marketers believe that _____ variables are the best starting point for building market segments.

1. geographic

2. psychographic

3. demographic

4. behavioral


Many marketers believe that _____ variables are the best starting point for building market segments.

1. geographic

2. psychographic

3. demographic

4. behavioral


Intermarket segmentation is forming segments of consumers who have similar needs and buying behavior but are living in different countries.

1. true

2. false


Intermarket segmentation is forming segments of consumers who have similar needs and buying behavior but are living in different countries.

1. true

2. false


A customer’s loyalty status to a brand is a method of segmentation.

1. true

2. false


A customer’s loyalty status to a brand is a method of segmentation.

1. true

2. false


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


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


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


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


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


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


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


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


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



1. true

2. false


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


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


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


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


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


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


A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage.

1. services

2. product

3. people

4. channel


A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage.

1. services

2. product

3. people

4. channel



1. true

2. false



1. true

2. false

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.

Documents

market slide

kotler armstrong

behavioral slide

psychographic segmentation

market positioning

false slide

building market segments

derived demand slide