Transcript kotler07_crsr

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 (massmarketing) 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 (massmarketing) 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 marketcoverage 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 marketcoverage 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 marketcoverage 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 marketcoverage strategy in which a firm goes after a
large share of one or a few segments or
niches.
1. true
2. false