kotler / armstrong, chapter 7 what is the first step in target marketing? 1.market positioning...
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![Page 1: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/1.jpg)
Kotler / Armstrong, Chapter 7
What is the first step in target marketing?
1. market positioning
2. market segmentation
3. target marketing
4. none of the above
![Page 2: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/2.jpg)
Kotler / Armstrong, Chapter 7
What is the first step in target marketing?
1. market positioning
2. market segmentation
3. target marketing
4. none of the above
![Page 3: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/3.jpg)
Kotler / Armstrong, Chapter 7
Which of the following steps of target marketing takes into account competitors’ offerings to the market?
1. market positioning
2. market segmentation
3. market targeting
4. all of the above
![Page 4: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/4.jpg)
Kotler / Armstrong, Chapter 7
Which of the following steps of target marketing takes into account competitors’ offerings to the market?
1. market positioning
2. market segmentation
3. market targeting
4. all of the above
![Page 5: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/5.jpg)
Kotler / Armstrong, Chapter 7
Which of the following is not a way to segment consumer markets?
1. geographic
2. psychographic
3. demographic
4. derived demand
![Page 6: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/6.jpg)
Kotler / Armstrong, Chapter 7
Which of the following is not a way to segment consumer markets?
1. geographic
2. psychographic
3. demographic
4. derived demand
![Page 7: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/7.jpg)
Kotler / Armstrong, Chapter 7
Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation.
1. occasion
2. psychographic
3. behavioral
4. market
![Page 8: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/8.jpg)
Kotler / Armstrong, Chapter 7
Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation.
1. occasion
2. psychographic
3. behavioral
4. market
![Page 9: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/9.jpg)
Kotler / Armstrong, Chapter 7
A marketer selling different offerings in different communities would be using _____ segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral
![Page 10: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/10.jpg)
Kotler / Armstrong, Chapter 7
A marketer selling different offerings in different communities would be using _____ segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral
![Page 11: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/11.jpg)
Kotler / Armstrong, Chapter 7
Marketers selling luxury cars often use income as a segmenting variable. Income is one component of _____ segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral
![Page 12: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/12.jpg)
Kotler / Armstrong, Chapter 7
Marketers selling luxury cars often use income as a segmenting variable. Income is one component of _____ segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral
![Page 13: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/13.jpg)
Kotler / Armstrong, Chapter 7
Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation.
1. true
2. false
![Page 14: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/14.jpg)
Kotler / Armstrong, Chapter 7
Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation.
1. true
2. false
![Page 15: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/15.jpg)
Kotler / Armstrong, Chapter 7
Many marketers believe that _____ variables are the best starting point for building market segments.
1. geographic
2. psychographic
3. demographic
4. behavioral
![Page 16: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/16.jpg)
Kotler / Armstrong, Chapter 7
Many marketers believe that _____ variables are the best starting point for building market segments.
1. geographic
2. psychographic
3. demographic
4. behavioral
![Page 17: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/17.jpg)
Kotler / Armstrong, Chapter 7
Intermarket segmentation is forming segments of consumers who have similar needs and buying behavior but are living in different countries.
1. true
2. false
![Page 18: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/18.jpg)
Kotler / Armstrong, Chapter 7
Intermarket segmentation is forming segments of consumers who have similar needs and buying behavior but are living in different countries.
1. true
2. false
![Page 19: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/19.jpg)
Kotler / Armstrong, Chapter 7
A customer’s loyalty status to a brand is a method of segmentation.
1. true
2. false
![Page 20: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/20.jpg)
Kotler / Armstrong, Chapter 7
A customer’s loyalty status to a brand is a method of segmentation.
1. true
2. false
![Page 21: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/21.jpg)
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.
1. positioning
2. differentiation
3. intermarket
4. lifecycle
![Page 22: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/22.jpg)
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.
1. positioning
2. differentiation
3. intermarket
4. lifecycle
![Page 23: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/23.jpg)
Kotler / Armstrong, Chapter 7
In order to be useful, market segments need to be which of the following?
1. differentiable
2. accessible
3. substantial
4. all of the above
![Page 24: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/24.jpg)
Kotler / Armstrong, Chapter 7
In order to be useful, market segments need to be which of the following?
1. differentiable
2. accessible
3. substantial
4. all of the above
![Page 25: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/25.jpg)
Kotler / Armstrong, Chapter 7
Which of the following structural factors is not related to a segment’s attractiveness?
1. the presence of strong competitors in the segment
2. the existence of potential substitute products
3. the lack of raw materials
4. a number of powerful suppliers
![Page 26: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/26.jpg)
Kotler / Armstrong, Chapter 7
Which of the following structural factors is not related to a segment’s attractiveness?
1. the presence of strong competitors in the segment
2. the existence of potential substitute products
3. the lack of raw materials
4. a number of powerful suppliers
![Page 27: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/27.jpg)
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.
1. differentiated
2. undifferentiated
3. positioning
4. segmentation
![Page 28: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/28.jpg)
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.
1. differentiated
2. undifferentiated
3. positioning
4. segmentation
![Page 29: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/29.jpg)
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.
1. true
2. false
![Page 30: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/30.jpg)
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.
1. true
2. false
![Page 31: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/31.jpg)
Kotler / Armstrong, Chapter 7
This type of micromarketing is also known as one-to-one marketing or mass customization.
1. local marketing
2. tailored marketing
3. niche marketing
4. individual marketing
![Page 32: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/32.jpg)
Kotler / Armstrong, Chapter 7
This type of micromarketing is also known as one-to-one marketing or mass customization.
1. local marketing
2. tailored marketing
3. niche marketing
4. individual marketing
![Page 33: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/33.jpg)
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 _____.
1. socially irresponsible targeting
2. socially responsible targeting
3. adult targeting
4. niche targeting
![Page 34: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/34.jpg)
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 _____.
1. socially irresponsible targeting
2. socially responsible targeting
3. adult targeting
4. niche targeting
![Page 35: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/35.jpg)
Kotler / Armstrong, Chapter 7
A product’s _____ is the way the product is defined by consumers on important attributes relative to the competition.
1. image
2. equity
3. position
4. value
![Page 36: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/36.jpg)
Kotler / Armstrong, Chapter 7
A product’s _____ is the way the product is defined by consumers on important attributes relative to the competition.
1. image
2. equity
3. position
4. value
![Page 37: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/37.jpg)
Kotler / Armstrong, Chapter 7
A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage.
1. services
2. product
3. people
4. channel
![Page 38: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/38.jpg)
Kotler / Armstrong, Chapter 7
A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage.
1. services
2. product
3. people
4. channel
![Page 39: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/39.jpg)
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.
1. true
2. false
![Page 40: Kotler / Armstrong, Chapter 7 What is the first step in target marketing? 1.market positioning 2.market segmentation 3.target marketing 4.none of the above](https://reader035.vdocuments.us/reader035/viewer/2022062320/56649d415503460f94a1beb8/html5/thumbnails/40.jpg)
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.
1. true
2. false