What is the first step in target marketing? 1. market positioning

Transcription

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 (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
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
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
niches.
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
niches.
1. true
2. false
niches.
1. true
2. false

What is the first step in target marketing? 1. market positioning

Transcription

Similar documents

Armstrong, Maurissa

PDF

Fall Family Celebration

View PDF - Kent Carmical : Portfolio

Nina Allen Minkyeong Bae Richard Blake Keia Butts Leslie Chung

Ellisdon Case

Jennifer Armstrong “ W

PROJECT UNITED AIRLINES GLOBAL FIRST LOUNGE AND

Peter Drucker: Grandfather of Modern Marketing

Cragside - Armstrong Trail