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20 Cards in this Set
- Front
- Back
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________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.
A) Positioning B) Mass customization C) Market targeting D) Market segmentation E) Differentiation |
C) Market targeting
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________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.
A) Mass customization B) Market targeting C) Market segmentation D) Differentiation E) Positioning |
C) Market segmentation
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________ involves actually distinguishing the firm's market offering to create superior customer value.
A) Mass customization B) Differentiation C) Market segmentation D) Diversifying E) Targeting |
B) Differentiation
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________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
A) Mass customization B) Positioning C) Segmentation D) Differentiation E) Targeting |
B) Positioning
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Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.
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False |
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The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation.
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True |
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________ calls for dividing the marketinto regions, states, counties, cities, or even neighborhoods.
A) Behavioral segmentation B) Geographic segmentation C) Demographic segmentation D) Psychographic segmentation |
B) Geographic segmentation
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________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.
A) Geographic B) Behavioral C) Psychographic D) Demographic |
D) Demographic
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________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.
A) Behavior B) Geographic C) Demographic D) Psychographic |
D) Psychographic
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________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.
A) Behavioral B) Psychographic C) Age and life cycle D) Gender E) Geographic |
A) Behavioral
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Geographic segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income,occupation, education, religion, ethnicity, and generation.
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False |
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Psychographic segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.
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True |
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Demographic segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.
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False |
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________ refers to a market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.
A) Individual marketing B) Local marketing C) Niche marketing D) Undifferentiated marketing E) Segmented marketing |
D) Undifferentiated marketing
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A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as ________.
A) mass marketing B) differentiated marketing C) concentrated marketing D) individual marketing E) cross-marketing |
B) differentiated marketing
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________ is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.
A) Mass marketing B) Trigger-based marketing C) Differentiated marketing D) Concentrated marketing E) Micromarketing |
E) Micromarketing
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________ marketing tailors brands and promotions to the needs and wants of regional customer groups, such as cities, neighborhoods, and even specific stores.
A) Undifferentiated B) Differentiated C) Niche D) Local E) Individual |
D) Local
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Niche marketing involves tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores.
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False |
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Individual marketing is also known asone-to-one marketing, mass customization, and markets-of-one marketing.
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True |
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A product position is the way a product is defined by consumers on important attributes.
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True |
