Kotler / Armstrong 11e, Chapter 7
What is the first step in target marketing?
1. market positioning
2. market segmentation
3. target marketing
4. none of the above

Kotler / Armstrong 11e, Chapter 7
What is the first step in target marketing?
1. market positioning
2. market segmentation
3. target marketing
4. none of the above

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, Chapter 7
Which of the following is not a way to segment consumer markets?
1. geographic segmentation
2. psychographic segmentation
3. demographic segmentation
4. all of the above are ways to segment consumer markets

Kotler / Armstrong 11e, Chapter 7
Which of the following is not a way to segment consumer markets?
1. geographic segmentation
2. psychographic segmentation
3. demographic segmentation
4. all of the above are ways to segment the consumer market

Kotler / Armstrong 11e, Chapter 7
Of the four main types of segmentation bases used to segment consumer markets, _____ is the most popular.
1. geographic segmentation
2. psychographic segmentation
3. demographic segmentation
4. behavioral segmentation

Kotler / Armstrong 11e, Chapter 7
Of the four main types of segmentation bases used to segment consumer markets, _____ is the most popular.
1. geographic segmentation
2. psychographic segmentation
3. demographic segmentation
4. behavioral segmentation

Kotler / Armstrong 11e, Chapter 7
A marketer selling different offerings in different communities would be using _____ segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral

Kotler / Armstrong 11e, Chapter 7
A marketer selling different offerings in different communities would be using _____ segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, Chapter 7
Social class, lifestyle and personality characteristics are three components of
_____ segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral

Kotler / Armstrong 11e, Chapter 7
Social class, lifestyle and personality characteristics are three components of
_____ segmentation.
1. geographic
2. psychographic
3. demographic
4. behavioral

Kotler / Armstrong 11e, Chapter 7
Many marketers believe that _____ variables are the best starting point for building market segments.
1. geographic
2. psychographic
3. demographic
4. behavioral

Kotler / Armstrong 11e, Chapter 7
Many marketers believe that _____ variables are the best starting point for building market segments.
1. geographic
2. psychographic
3. demographic
4. behavioral

Kotler / Armstrong 11e, Chapter 7
Marketers usually limit their segmentation analysis to behavioral variables.
1. True
2. False

Kotler / Armstrong 11e, Chapter 7
Marketers usually limit their segmentation analysis to behavioral variables.
1. True
2. False (Marketers will use a variety of variables to identify smaller, better-defined, target groups.)

Kotler / Armstrong 11e, Chapter 7
Marketers believe that buying behavior and
_____ provide the best basis for segmenting business markets.
1. operating characteristics
2. situational factors
3. benefits sought
4. personal characteristics

Kotler / Armstrong 11e, Chapter 7
Marketers believe that buying behavior and
_____ provide the best basis for segmenting business markets.
1. operating characteristics
2. situational factors
3. benefits sought
4. personal characteristics

Kotler / Armstrong 11e, Chapter 7
Segmenting international markets on the basis of geographic, economic, political and cultural factors is called intermarket segmentation.
1. True
2. False

Kotler / Armstrong 11e, Chapter 7
Segmenting international markets on the basis of geographic, economic, political and cultural factors is called intermarket segmentation.
1. True
2. False (Intermarket segmentation is forming segments of consumers in various countries who have similar needs and buying behavior.)

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, Chapter 7
When using a _____ marketing strategy, a firm decides to target several segments and designs separate offers for each.
1. differentiated
2. concentrated
3. mass
4. micro

Kotler / Armstrong 11e, Chapter 7
When using a _____ marketing strategy, a firm decides to target several segments and designs separate offers for each.
1. differentiated
2. concentrated
3. mass
4. micro

Kotler / Armstrong 11e, Chapter 7
Micromarketing includes _____ and _____.
1. local marketing; niche marketing
2. local marketing; individual marketing
3. niche marketing; concentrated marketing
4. individual marketing; concentrated marketing

Kotler / Armstrong 11e, Chapter 7
Micromarketing includes _____ and _____.
1. local marketing; niche marketing
2. local marketing; individual marketing
3. niche marketing; concentrated marketing
4. individual marketing; concentrated marketing

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, 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

Kotler / Armstrong 11e, Chapter 7
Which of the following is a powerful value proposition because it offers consumers a
“good deal”?
1. more for more
2. more for the same
3. the same for less
4. less for much less

Kotler / Armstrong 11e, Chapter 7
Which of the following is a powerful value proposition because it offers consumers a
“good deal”?
1. more for more
2. more for the same
3. the same for less
4. less for much less