Transcript Slide 1

Kotler / Armstrong 11e, 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 11e, 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 11e, 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 11e, 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 11e, Chapter 7
Which of the following is not a way to segment
consumer markets?
1. geographic segmentation
2. psychographic segmentation
3. demographic segmentation
4. all of the above are ways to segment
consumer markets
Kotler / Armstrong 11e, Chapter 7
Which of the following is not a way to segment
consumer markets?
1. geographic segmentation
2. psychographic segmentation
3. demographic segmentation
4. all of the above are ways to segment the
consumer market
Kotler / Armstrong 11e, Chapter 7
Of the four main types of segmentation bases
used to segment consumer markets, _____ is
the most popular.
1. geographic segmentation
2. psychographic segmentation
3. demographic segmentation
4. behavioral segmentation
Kotler / Armstrong 11e, Chapter 7
Of the four main types of segmentation bases
used to segment consumer markets, _____ is
the most popular.
1. geographic segmentation
2. psychographic segmentation
3. demographic segmentation
4. behavioral segmentation
Kotler / Armstrong 11e, Chapter 7
A marketer selling different offerings in different
communities would be using _____
segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral
Kotler / Armstrong 11e, Chapter 7
A marketer selling different offerings in different
communities would be using _____
segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral
Kotler / Armstrong 11e, 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 11e, 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 11e, Chapter 7
Social class, lifestyle and personality
characteristics are three components of
_____ segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral
Kotler / Armstrong 11e, Chapter 7
Social class, lifestyle and personality
characteristics are three components of
_____ segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral
Kotler / Armstrong 11e, 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 11e, 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 11e, Chapter 7
Marketers usually limit their segmentation
analysis to behavioral variables.
1. True
2. False
Kotler / Armstrong 11e, Chapter 7
Marketers usually limit their segmentation
analysis to behavioral variables.
1. True
2. False (Marketers will use a variety of
variables to identify smaller, better-defined,
target groups.)
Kotler / Armstrong 11e, Chapter 7
Marketers believe that buying behavior and
_____ provide the best basis for segmenting
business markets.
1. operating characteristics
2. situational factors
3. benefits sought
4. personal characteristics
Kotler / Armstrong 11e, Chapter 7
Marketers believe that buying behavior and
_____ provide the best basis for segmenting
business markets.
1. operating characteristics
2. situational factors
3. benefits sought
4. personal characteristics
Kotler / Armstrong 11e, Chapter 7
Segmenting international markets on the basis of
geographic, economic, political and cultural
factors is called intermarket segmentation.
1. True
2. False
Kotler / Armstrong 11e, Chapter 7
Segmenting international markets on the basis of
geographic, economic, political and cultural
factors is called intermarket segmentation.
1. True
2. False (Intermarket segmentation is forming
segments of consumers in various
countries who have similar needs and
buying behavior.)
Kotler / Armstrong 11e, 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 11e, 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 11e, 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 11e, 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 11e, Chapter 7
When using a _____ marketing strategy, a firm
decides to target several segments and
designs separate offers for each.
1. differentiated
2. concentrated
3. mass
4. micro
Kotler / Armstrong 11e, Chapter 7
When using a _____ marketing strategy, a firm
decides to target several segments and
designs separate offers for each.
1. differentiated
2. concentrated
3. mass
4. micro
Kotler / Armstrong 11e, Chapter 7
Micromarketing includes _____ and _____.
1. local marketing; niche marketing
2. local marketing; individual marketing
3. niche marketing; concentrated marketing
4. individual marketing; concentrated
marketing
Kotler / Armstrong 11e, Chapter 7
Micromarketing includes _____ and _____.
1. local marketing; niche marketing
2. local marketing; individual marketing
3. niche marketing; concentrated marketing
4. individual marketing; concentrated
marketing
Kotler / Armstrong 11e, 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 11e, 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 11e, 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 11e, 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 11e, 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 11e, 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 11e, 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 11e, 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 11e, Chapter 7
Which of the following is a powerful value
proposition because it offers consumers a
“good deal”?
1. more for more
2. more for the same
3. the same for less
4. less for much less
Kotler / Armstrong 11e, Chapter 7
Which of the following is a powerful value
proposition because it offers consumers a
“good deal”?
1. more for more
2. more for the same
3. the same for less
4. less for much less