Chapter8 exercise for multiple choice and true or false

Chapter8 exercise for multiple choice and true or false -...

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Chapter 8 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Multiple Choice 1. When a company identifies the parts of the market it can serve best and most profitably, it is practicing _____. a. concentrated marketing b. mass marketing c. targeted marketing d. segmenting (d; Moderate) 2. Research has shown that practicing mass marketing today is limited because the world’s mass markets have slowly splintered into a profusion of _____. a. unidentifiable markets b. confused markets c. small segments d. international markets (c; Easy) 3. Al Moline and his staff have decided to use target marketing to reach their sales goals. Identify their three steps (in order) to target marketing. a. market segmentation, market positioning, target marketing b. market positioning, market positioning, market segmentation c. market segmentation, target marketing, market positioning d. market alignment, market segmentation, market positioning (c; Easy) 4. Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be _____ segmentation. a. geographic b. benefit c. end use d. customer (a; Easy) 5. Pamper Pet Supplies divides the pet market according to the owners’ race, occupation, income, and family life-cycle. What type of segmentation does Pender graff use? a. VALS b. Benefit
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c. end use d. demographics (d; Moderate) 6. When Burger King targets different groups—from children and teens to adults and seniors—with different ads and media, it is practicing _____ segmentation. a. demographic b. age and life-cycle c. psychographic d. behavioral (b; Moderate) 7. As a business consultant, what type of segmentation would you suggest to marketers of automobiles, boats, financial services, and travel? a.
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This note was uploaded on 06/13/2011 for the course ACCOUNTING 1204 taught by Professor Chang during the Summer '11 term at Nanjing University.

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Chapter8 exercise for multiple choice and true or false -...

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