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