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Chapter 7 Quizz 2021-Marketing

The document is a multiple choice quiz about key concepts in target marketing and market segmentation. It covers topics like the basic steps in target marketing, common ways to segment consumer markets, including demographic, geographic and psychographic segmentation. It also addresses concepts like market positioning, market coverage strategies, market segment attractiveness and niche marketing.

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277 views3 pages

Chapter 7 Quizz 2021-Marketing

The document is a multiple choice quiz about key concepts in target marketing and market segmentation. It covers topics like the basic steps in target marketing, common ways to segment consumer markets, including demographic, geographic and psychographic segmentation. It also addresses concepts like market positioning, market coverage strategies, market segment attractiveness and niche marketing.

Uploaded by

Phùng Mỹ Hạnh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Chapter 7.

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

1. What is the first step in target marketing?


a. market positioning
b. market segmentation
c. target marketing
d. none of the above
2. Which of the following steps of target marketing takes into account competitors’ offerings to the
market?
a. market positioning
b. market segmentation
c. market targeting
d. all of the above
3. Which of the following is not a way to segment consumer markets?
a. geographic
b. psychographic
c. demographic
d. derived demand
a. 4. Dividing a market based on consumer attitude, use, or response to a product is
called _________ segmentation.
b. occasion
c. psychographic
d. behavioral
e. market
5. A marketer selling different offerings in different communities would be using _____ segmentation.
a. geographic
b. psychographic
c. demographic
d. behavioral
6. Marketers selling luxury cars often use income as a segmenting variable. Income is one component of
_____ segmentation.
a. geographic
b. psychographic
c. demographic
d. behavioral
7. Dividing a market into different groups based on social class, lifestyle, or personality characteristics is
called psychographic segmentation.
true
false
8. Many marketers believe that _____ variables are the best starting point for building market segments.
a. geographic
b. psychographic
c. demographic
d. behavioral
9. Intermarket segmentation is forming segments of consumers who have similar needs and buying
behavior but are living in different countries.
true
false
10. A customer’s loyalty status to a brand is a method of segmentation.

1
true
false
11. Mercedes Benz targets the world’s well-to-do and IKEA targets the aspiring global middle class.
These companies are involved with _______ segmentation.
a. positioning
b. differentiation
c. intermarket
d. lifecycle
12. In order to be useful, market segments need to be which of the following?
a. differentiable
b. accessible
c. substantial
d. all of the above
13. Which of the following structural factors is not related to a segment’s attractiveness?
a. the presence of strong competitors in the segment
b. the existence of potential substitute products
c. the lack of raw materials
d. a number of powerful suppliers
14. When using a(n) _____ marketing (mass-marketing) strategy, a firm decides to ignore market
segment differences and target the whole market with one offer.
a. differentiated
b. undifferentiated
c. positioning
d. segmentation
15. 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
16. This type of micromarketing is also known as one-to-one marketing or mass customization.
a. local marketing
b. tailored marketing
c. niche marketing
d. individual marketing
17. If a beer manufacturer were to place a commercial on a TV show that was predominantly viewed by
children, it could be considered using _____.
a. socially irresponsible targeting
b. socially responsible targeting
c. adult targeting
d. niche targeting
18. A product’s _____ is the way the product is defined by consumers on important attributes relative to
the competition.
a. image
b. equity
c. position
2
d. value
19. A firm that practices _____ differentiation gains competitive advantage by the way it designs its
channel coverage.
a. services
b. product
c. people
d. channel
20. 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

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