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armstrong_mai08_tif_06 - Chapter 6 Segmentation Targeting...

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Chapter 6 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers GENERAL CONTENT: Multiple-Choice Questions 1. Why does Procter & Gamble offer products that compete with one another on the same supermarket shelves? a. Different people want a greater selection. b. Different people want different mixes of benefits from the products they buy. c. d. Retailers request it. e. It creates healthy competition. (Answer: b; p. 164; Moderate) 2. By _____ the market and having several detergent brands, Procter & Gamble has an attractive offering for consumers in all important preference groups. a. dividing b. researching c. segmenting d. understanding e. reaching (Answer: c; p. 164; Easy) 3. 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 e. undifferentiation (Answer: d; p. 165; Moderate) 4. 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 e. disarray (Answer: c; p. 165; Easy) 160
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Al Moline and his staff have decided to use target marketing to reach their sales goals. Which are their three steps (in order) to target marketing? a. Market segmentation, market positioning, and target marketing. b. Market positioning, market positioning, and market segmentation. c. Market segmentation, target marketing, and market positioning. d. Market alignment, market segmentation, and market positioning. e. Market recognition, market preference, and market insistence. (Answer: c; p. 165; Challenging) 6. Even though several options are available at any one time, there is _____ to segment a market. a. one single best way b. no single way c. the most effective way d. the least-cost way e. a most popular way (Answer: b; p. 165; Moderate) 7. 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 e. image (Answer: a; p. 165; Easy) 8. Pendergraff Pet Supplies divides the pet market according to the owners’ race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use? a. VALS. b. Benefit. c. End-use. d. Demographic. e. Psychographics. (Answer: d; p. 167; Moderate) 9. Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it? a.
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armstrong_mai08_tif_06 - Chapter 6 Segmentation Targeting...

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