armstrong06_tif - Chapter 6 Segmentation Targeting and...

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Chapter 6 Segmentation, Targeting, and Positioning: Building the Right Relationships With the Right Customers Multiple-Choice 1. _____ 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. Target marketing b. Market segmentation c. Positioning d. None of the above is correct Answer: (b) Difficulty: (2) Page: 185, Figure 6.1 2. Evaluating each market segment's attractiveness and selecting one or more of the market segments to enter is called _____. a. market segmentation b. target marketing c. positioning d. none of the above are correct Answer: (b) Difficulty: (2) Page: 185 3. _____ is setting the competitive positioning for the product and creating a detailed marketing mix. a. Target marketing b. Market segmentation c. Market Positioning d. Micromarketing Answer: (c) Difficulty: (2) Page: 185 4. All of the following are major steps in target marketing, except which one? a. Market segmentation b. Target marketing c. Market positioning d. Macro-marketing Answer: (d) Difficulty: (2) Page: 185 5. _____ calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods. a. Target marketing b. Market segmentation c. Geographic segmentation d. Demographic segmentation Answer: (c) Difficulty: (2) Page: 186 123
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6. When Campbell sells Cajun soup in Louisiana and Mississippi and makes its nacho cheese soup spicier in Texas and California, Campbell is said to be employing _____ segmentation. a. demographic b. psychographic c. behavioral d. geographic Answer: (d) Difficulty: (2) Page: 186 7. According to the authors of your text, Parker Brothers offer localized versions of its popular Monopoly game for several major cities, including Chicago, New York, San Francisco, St. Louis, and Las Vegas. The Vegas version features a black board with The Strip rather than Boardwalk, hotel casinos, red Vegas dice, and custom pewter tokens including blackjack cards. This is an example of _____. a. demographic segmentation b. psychographic segmentation c. geographic segmentation d. behavioral segmentation Answer: (c) Difficulty: (2) Page: 187 8. All of the following are accurate descriptions of geographic segmentation, except which one? a. Campbell sells Cajun soup in Louisiana and Mississippi. b. Hampton Inns has opened a chain of smaller-format motels in towns too small for its standard-size units. c. Wal-Mart is testing Neighborhood Market grocery stores to complement its supercenters. d. Gap offers baby Gap, Gap kids and Gap Maternity to target people at different life stages. Answer: (d) Difficulty: (2) Page: 187 9. _____ divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality.
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This note was uploaded on 11/08/2009 for the course MEP 3345 taught by Professor Trappey during the Spring '09 term at National Taiwan University.

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armstrong06_tif - Chapter 6 Segmentation Targeting and...

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