Kotler / Armstrong, Chapter 7 What is the first step in target marketing? market positioning market segmentation target marketing none of the above
Kotler / Armstrong, Chapter 7 What is the first step in target marketing? market positioning market segmentation target marketing none of the above
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
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
Kotler / Armstrong, Chapter 7 Which of the following is not a way to segment consumer markets? geographic psychographic demographic derived demand
Kotler / Armstrong, Chapter 7 Which of the following is not a way to segment consumer markets? geographic psychographic demographic derived demand
Kotler / Armstrong, Chapter 7 Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation. occasion psychographic behavioral market
Kotler / Armstrong, Chapter 7 Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation. occasion psychographic behavioral market
Kotler / Armstrong, Chapter 7 A marketer selling different offerings in different communities would be using _____ segmentation. geographic psychographic demographic behavioral
Kotler / Armstrong, Chapter 7 A marketer selling different offerings in different communities would be using _____ segmentation. geographic psychographic demographic behavioral
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
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
Kotler / Armstrong, Chapter 7 Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation. true false
Kotler / Armstrong, Chapter 7 Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation. true false
Kotler / Armstrong, Chapter 7 Many marketers believe that _____ variables are the best starting point for building market segments. geographic psychographic demographic behavioral
Kotler / Armstrong, Chapter 7 Many marketers believe that _____ variables are the best starting point for building market segments. geographic psychographic demographic 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. true 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. true false
Kotler / Armstrong, Chapter 7 A customer’s loyalty status to a brand is a method of segmentation. true false
Kotler / Armstrong, Chapter 7 A customer’s loyalty status to a brand is a method of segmentation. true 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. positioning differentiation intermarket 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. positioning differentiation intermarket lifecycle
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Kotler / Armstrong, Chapter 7 A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage. services product people channel
Kotler / Armstrong, Chapter 7 A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage. services product people channel
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
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