14 Aug CHAPTER 7 MARKET SEGMENTATION, TARGETING, AND POSITIONING FOR COMPETITIVE ADVA

CHAPTER 7

MARKET SEGMENTATION, TARGETING, AND POSITIONING
FOR COMPETITIVE ADVANTAGE

MULTIPLE CHOICE
QUESTIONS

1. At one time, firms
scattered their marketing efforts (a shotgun approach) to reach
consumers. Today, a firm is more likely to use:
a. a bazooka approach, where special effects
are used to explode into the buyers
consciousness.
b. a knife approach, where the firm tries to
cut to the most important product
advantage.
c. a rifle approach, where the firm focuses on
the buyers who have greater
interest in
the values that the firm creates best.
d. a pistol approach, where the firm realizes
that it has multiple chances to gain
consumer
interest.

2. ________________ is
the process of dividing a market into smaller groups of buyers with distinct
needs, characteristics, or behaviors who might require separate products or
marketing mixes.
a. Mass marketing
b. Market segmentation
c. Target marketing
d. Market positioning

3. __________________
is the process of evaluating each market segments attractiveness and selecting
one or more segments to enter.
a. Mass marketing
b. Market segmentation
c. Market targeting
d. Market positioning

4. Setting the
competitive positioning for the product and creating a detailed marketing mix
is called:
a. mass marketing.
b. target marketing.
c. market segmentation.
d. marketing positioning.

5. During which step
of the marketing segmentation, targeting, and positioning process
does the firm
develop a marketing mix for each segment?
a. market segmentation
b. market targeting
c. market positioning
d. The firm does not go through the
development during any of the above steps.

6. During one of the
steps in the marketing segmentation, targeting, and positioning
process, the
marketer develops measures of segment attractiveness. This procedure
belongs in the
category of:
a. market segmentation.
b. market targeting.
c. market massing.
d.
market positioning.

7. When companies
divide large, heterogeneous markets into smaller segments that can be reached
more efficiently with products and services that match their unique needs, they
are conducting a ___________________ process.
a. marketing
aggregation
b. marketing
positioning
c. marketing target
d. marketing
segmentation

8. Market
segmentation can be carried out at several different levels. Which of the
following WOULD
NOT BE among these levels?
a. micromarketing
b. segment marketing
c. competition marketing
d. niche marketing

9. Another word for
complete segmentation is:
a. macromarketing.
b. micromarketing.
c. niche marketing.
d. mass marketing.

10. For most of the 20th century, firms practiced which of
the following forms of
marketing?
a. mass marketing
b. micromarketing
c. niche marketing
d. segment marketing

11. Which of the following marketers epitomized the mass
marketing strategy?
a. Henry Ford
b. Bill Gates
c. F.W. Woolworth
d. Thomas A. Edison

12.Which of the
following statements is closest to the traditional argument for mass marketing?
a. Find a need and
fill it.
b. The largest
potential market can lead to the lowest costs, which translates into either
lower prices or higher margins.
c. The rifle approach
rarely hits what it is aiming at.
d. The consumer is
king. Long live the king.

13.Isolating broad
segments that make up a market and adapting the marketing to match the needs of
one or more segments is called _________________.
a. niche marketing
b. mass marketing
c. segment marketing
d. micromarketing

14.When General Motors
designs specific models for different income and age groups, it is practicing
which of the following marketing formats?
a. micromarketing
b. macromarketing
c. mass marketing
d. segment marketing

15.Segment marketing
offers several benefits over mass marketing.
All of the following would be among those benefits EXCEPT:
a. the company can
market more efficiently and target its programs toward only those consumers
that it can serve best.
b. the company can fine-tune
its programs to meet the needs of carefully defined segments.
c. the company can
reduce costs because of the ability to sell to customers one-on-one.
d. the company may
face fewer competitors if fewer competitors are focusing on the companys chosen
market segment.

16.A company is
practicing ________________ if it focuses on subsegments with distinctive
traits that may seek a special combination of benefits.
a. micromarketing
b. niche marketing
c. mass marketing
d. segment marketing

17.As an example of
_______________, a company could build sport utility vehicles and direct
marketing efforts towards the luxury SUV market (as does Lexus).
a. micromarketing
b. niche marketing
c. mass marketing
d. segment marketing

18. American Express offers not only its traditional green
cards but also gold cards,
corporate cards,
and even a black card, called the Centurian, with a $1,000 annual
fee aimed at a
small group of superpremium customers.
Which of the following
marketing efforts
is American Express following with their credit card policies?
a. macromarketing
b. segment marketing
c. niche marketing
d. self-marketing

19._________________ is
the practice of tailoring products and marketing programs to suit the tastes of
specific individuals and locations.
a. Niche marketing
b. Micromarketing
c. Segment marketing
d. Mass marketing

20. Micromarketing includes:
a. segment marketing and niche marketing.
b. mass marketing and demographic marketing.
c. local marketing and individual marketing.
d. individual marketing and self-marketing.

21. ______________ involves tailoring brands and promotions to
the needs and wants of specific small groups such as cities, neighborhoods, and
even specific stores.
a. Niche marketing
b. Local marketing
c. Detail marketing
d. Individual
marketing

22.All of the following
are considered to be drawbacks of local marketing EXCEPT:
a. it can drive up
manufacturing and marketing costs by reducing economies of scale.
b. it can create
logistical problems when the company tries to meet varied requirements.
c. it can attract
unwanted competition.
d. it can dilute the
brands overall image.

23.________________ is
tailoring products and marketing programs to the needs and preferences of
individual customers.
a. Niche marketing
b. Local marketing
c. Self-marketing
marketing
d. Individual
marketing

24. Individual marketing is known by a variety of
names. All of the following would
appropriately be
called individual marketing EXCEPT:
a. mono-marketing.
b. one-to-one marketing.
c. customized marketing.
d. markets-of-one marketing.

25.______________ is the
process through which firms interact one-to-one with
masses of customers
to create customer-unique value by designing products and
services tailor-made
to individual needs.
a. Mass marketing
b. Detail marketing
c. Mass globalization
d. Mass customization

CHAPTER 7MARKET SEGMENTATION, TARGETING, AND POSITIONINGFOR COMPETITIVE ADVANTAGEMULTIPLE CHOICE
QUESTIONS1. At one time, firms
scattered their marketing efforts (a shotgun approach) to reach consumers. Today, a firm is more likely to use: a. a bazooka approach, where special effects
are used to explode into the buyers consciousness. b. a knife approach, where the firm tries to
cut to the most important product advantage. c. a rifle approach, where the firm focuses on
the buyers who have greater interest in
the values that the firm creates best. d. a pistol approach, where the firm realizes
that it has multiple chances to gain consumer
interest.2. ________________ is
the process of dividing a market into smaller groups of buyers with distinct
needs, characteristics, or behaviors who might require separate products or
marketing mixes.a. Mass marketingb. Market segmentationc. Target marketingd. Market positioning3. __________________
is the process of evaluating each market segments attractiveness and selecting
one or more segments to enter.a. Mass marketingb. Market segmentationc. Market targetingd. Market positioning4. Setting the
competitive positioning for the product and creating a detailed marketing mix
is called:a. mass marketing.b. target marketing. c. market segmentation. d. marketing positioning.5. During which step
of the marketing segmentation, targeting, and positioning process does the firm
develop a marketing mix for each segment? a. market segmentation b. market targeting c. market positioning d. The firm does not go through the
development during any of the above steps.6. During one of the
steps in the marketing segmentation, targeting, and positioning process, the
marketer develops measures of segment attractiveness. This procedure belongs in the
category of: a. market segmentation. b. market targeting. c. market massing. d.
market positioning.7. When companies
divide large, heterogeneous markets into smaller segments that can be reached
more efficiently with products and services that match their unique needs, they
are conducting a ___________________ process.a. marketing
aggregation b. marketing
positioningc. marketing targetd. marketing
segmentation 8. Market
segmentation can be carried out at several different levels. Which of the following WOULD
NOT BE among these levels? a. micromarketing b. segment marketing c. competition marketing d. niche marketing9. Another word for
complete segmentation is: a. macromarketing. b. micromarketing. c. niche marketing. d. mass marketing.10. For most of the 20th century, firms practiced which of
the following forms of marketing? a. mass marketing b. micromarketing c. niche marketing d. segment marketing11. Which of the following marketers epitomized the mass
marketing strategy?a. Henry Fordb. Bill Gatesc. F.W. Woolworthd. Thomas A. Edison12.Which of the
following statements is closest to the traditional argument for mass marketing?a. Find a need and
fill it.b. The largest
potential market can lead to the lowest costs, which translates into either
lower prices or higher margins.c. The rifle approach
rarely hits what it is aiming at.d. The consumer is
king. Long live the king.13.Isolating broad
segments that make up a market and adapting the marketing to match the needs of
one or more segments is called _________________.a. niche marketingb. mass marketingc. segment marketingd. micromarketing14.When General Motors
designs specific models for different income and age groups, it is practicing
which of the following marketing formats?a. micromarketingb. macromarketingc. mass marketingd. segment marketing15.Segment marketing
offers several benefits over mass marketing.
All of the following would be among those benefits EXCEPT:a. the company can
market more efficiently and target its programs toward only those consumers
that it can serve best.b. the company can fine-tune
its programs to meet the needs of carefully defined segments.c. the company can
reduce costs because of the ability to sell to customers one-on-one.d. the company may
face fewer competitors if fewer competitors are focusing on the companys chosen
market segment.16.A company is
practicing ________________ if it focuses on subsegments with distinctive
traits that may seek a special combination of benefits.a. micromarketingb. niche marketingc. mass marketingd. segment marketing17.As an example of
_______________, a company could build sport utility vehicles and direct
marketing efforts towards the luxury SUV market (as does Lexus).a. micromarketingb. niche marketingc. mass marketingd. segment marketing18. American Express offers not only its traditional green
cards but also gold cards, corporate cards,
and even a black card, called the Centurian, with a $1,000 annual fee aimed at a
small group of superpremium customers.
Which of the following marketing efforts
is American Express following with their credit card policies? a. macromarketing b. segment marketing c. niche marketing d. self-marketing19._________________ is
the practice of tailoring products and marketing programs to suit the tastes of
specific individuals and locations.a. Niche marketingb. Micromarketingc. Segment marketingd. Mass marketing20. Micromarketing includes: a. segment marketing and niche marketing. b. mass marketing and demographic marketing. c. local marketing and individual marketing. d. individual marketing and self-marketing.21. ______________ involves tailoring brands and promotions to
the needs and wants of specific small groups such as cities, neighborhoods, and
even specific stores.a. Niche marketingb. Local marketingc. Detail marketingd. Individual
marketing22.All of the following
are considered to be drawbacks of local marketing EXCEPT:a. it can drive up
manufacturing and marketing costs by reducing economies of scale.b. it can create
logistical problems when the company tries to meet varied requirements.c. it can attract
unwanted competition.d. it can dilute the
brands overall image.23.________________ is
tailoring products and marketing programs to the needs and preferences of
individual customers.a. Niche marketingb. Local marketingc. Self-marketing
marketingd. Individual
marketing24. Individual marketing is known by a variety of
names. All of the following would appropriately be
called individual marketing EXCEPT: a. mono-marketing. b. one-to-one marketing. c. customized marketing. d. markets-of-one marketing. 25.______________ is the
process through which firms interact one-to-one with masses of customers
to create customer-unique value by designing products and services tailor-made
to individual needs. a. Mass marketingb. Detail marketingc. Mass globalizationd. Mass customization

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