1. Kotler / Armstrong, Chapter 7
What is the first step in target marketing?
market positioning
market segmentation
target marketing
none of the above

2. Kotler / Armstrong, Chapter 7
What is the first step in target marketing?
market positioning
market segmentation
target marketing
none of the above

3. Kotler / Armstrong, Chapter 7
Which of the following steps of target marketing takes into account competitors’ offerings to the market?
market positioning
market segmentation
market targeting
all of the above

4. Kotler / Armstrong, Chapter 7
Which of the following steps of target marketing takes into account competitors’ offerings to the market?
market positioning
market segmentation
market targeting
all of the above

5. Kotler / Armstrong, Chapter 7
Which of the following is not a way to segment consumer markets?
geographic
psychographic
demographic
derived demand

6. Kotler / Armstrong, Chapter 7
Which of the following is not a way to segment consumer markets?
geographic
psychographic
demographic
derived demand

7. Kotler / Armstrong, Chapter 7
Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation.
occasion
psychographic
behavioral
market

8. Kotler / Armstrong, Chapter 7
Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation.
occasion
psychographic
behavioral
market

9. Kotler / Armstrong, Chapter 7
A marketer selling different offerings in different communities would be using _____ segmentation.
geographic
psychographic
demographic
behavioral

10. Kotler / Armstrong, Chapter 7
A marketer selling different offerings in different communities would be using _____ segmentation.
geographic
psychographic
demographic
behavioral

11. Kotler / Armstrong, Chapter 7
Marketers selling luxury cars often use income as a segmenting variable. Income is one component of _____ segmentation.
geographic
psychographic
demographic
behavioral

12. Kotler / Armstrong, Chapter 7
Marketers selling luxury cars often use income as a segmenting variable. Income is one component of _____ segmentation.
geographic
psychographic
demographic
behavioral

13. Kotler / Armstrong, Chapter 7
Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation.
true
false

14. Kotler / Armstrong, Chapter 7
Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation.
true
false

15. Kotler / Armstrong, Chapter 7
Many marketers believe that _____ variables are the best starting point for building market segments.
geographic
psychographic
demographic
behavioral

16. Kotler / Armstrong, Chapter 7
Many marketers believe that _____ variables are the best starting point for building market segments.
geographic
psychographic
demographic
behavioral

17. Kotler / Armstrong, Chapter 7
Intermarket segmentation is forming segments of consumers who have similar needs and buying behavior but are living in different countries.
true
false

18. Kotler / Armstrong, Chapter 7
Intermarket segmentation is forming segments of consumers who have similar needs and buying behavior but are living in different countries.
true
false

19. Kotler / Armstrong, Chapter 7
A customer’s loyalty status to a brand is a method of segmentation.
true
false

20. Kotler / Armstrong, Chapter 7
A customer’s loyalty status to a brand is a method of segmentation.
true
false

21. 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.
positioning
differentiation
intermarket
lifecycle

22. 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.
positioning
differentiation
intermarket
lifecycle

23. Kotler / Armstrong, Chapter 7
In order to be useful, market segments need to be which of the following?
differentiable
accessible
substantial
all of the above

24. Kotler / Armstrong, Chapter 7
In order to be useful, market segments need to be which of the following?
differentiable
accessible
substantial
all of the above

25. Kotler / Armstrong, Chapter 7
Which of the following structural factors is not related to a segment’s attractiveness?
the presence of strong competitors in the segment
the existence of potential substitute products
the lack of raw materials
a number of powerful suppliers

26. Kotler / Armstrong, Chapter 7
Which of the following structural factors is not related to a segment’s attractiveness?
the presence of strong competitors in the segment
the existence of potential substitute products
the lack of raw materials
a number of powerful suppliers

27. 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.
differentiated
undifferentiated
positioning
segmentation

28. 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.
differentiated
undifferentiated
positioning
segmentation

29. 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.
true
false

30. 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.
true
false

31. Kotler / Armstrong, Chapter 7
This type of micromarketing is also known as one-to-one marketing or mass customization.
local marketing
tailored marketing
niche marketing
individual marketing

32. Kotler / Armstrong, Chapter 7
This type of micromarketing is also known as one-to-one marketing or mass customization.
local marketing
tailored marketing
niche marketing
individual marketing

33. 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 _____.
socially irresponsible targeting
socially responsible targeting
adult targeting
niche targeting

34. 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 _____.
socially irresponsible targeting
socially responsible targeting
adult targeting
niche targeting

35. Kotler / Armstrong, Chapter 7
A product’s _____ is the way the product is defined by consumers on important attributes relative to the competition.
image
equity
position
value

36. Kotler / Armstrong, Chapter 7
A product’s _____ is the way the product is defined by consumers on important attributes relative to the competition.
image
equity
position
value

37. Kotler / Armstrong, Chapter 7
A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage.
services
product
people
channel

38. Kotler / Armstrong, Chapter 7
A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage.
services
product
people
channel

39. 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.
true
false

40. 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.
true
false