chapter 7 (N) Q&A
1. ________ consists of evaluating each market segment's attractiveness and selecting
one or more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation - (correct answer)C) Market targeting
2. ________ involves dividing a market into smaller segments of buyers with distinct
needs, characteristics, or behaviors that might require separate marketing strategies or
mixes.
A) Mass customization
B) Market targeting
C) Market segmentation
D) Differentiation
E) Positioning - (correct answer)C) Market segmentation
3. ________ involves actually distinguishing the firm's market offering to create superior
customer value.
A) Mass customization
B) Differentiation
C) Market segmentation
D) Diversifying
E) Targeting - (correct answer)B) Differentiation
4. When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group
that includes many college students, as an untapped group of potential customers for
their new line of products, they were engaging in ________.
,A) occasion segmenting
B) local marketing
C) market diversification
D) market targeting
E) product positioning - (correct answer)D) market targeting
5. _______ consists of arranging for a market offering to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers.
A) Mass customization
B) Positioning
C) Segmentation
D) Differentiation
E) Targeting - (correct answer)B) Positioning
6. ________ calls for dividing the market into regions, states, counties, cities, or even
neighborhoods.
A) Benefit segmentation
B) Geographic segmentation
C) Demographic segmentation
D) Psychographic segmentation
E) Occasion segmentation - (correct answer)B) Geographic segmentation
7. "Many companies today are localizing their products, advertising, promotion, and
sales efforts to fit the needs of individual regions, cities, and neighborhoods." This is an
example of ________.
A) Geographic segmentation
B) Product diversification
C) Branding
, D) Psychographic segmentation
E) Demographic segmentation - (correct answer)A) Geographic segmentation
8. ________ segmentation divides the market into segments based on variables such
as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and
generation.
A) Geographic
B) Benefit
C) Occasion
D) Psychographic
E) Demographic - (correct answer)E) Demographic
9. Delta Motorworks markets its cars based on the age, gender, and income of its
customers. Which of the following types of market segmentation is evident here?
A) Geographic segmentation
B) Benefit segmentation
C) Occasion segmentation
D) Demographic segmentation
E) Psychographic segmentation - (correct answer)D) Demographic segmentation
10. A company selling child-care products ran a television ad depicting women as being
primarily responsible for childcare. Many women viewers considered this regressive,
alleging that the ad failed to recognize the much more diversified role of women in
today's world. This is an example of ________.
A) Cause marketing
B) Stereotyping
C) Niche marketing
D) Scapegoating
E) Positioning - (correct answer)B) Stereotyping
1. ________ consists of evaluating each market segment's attractiveness and selecting
one or more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation - (correct answer)C) Market targeting
2. ________ involves dividing a market into smaller segments of buyers with distinct
needs, characteristics, or behaviors that might require separate marketing strategies or
mixes.
A) Mass customization
B) Market targeting
C) Market segmentation
D) Differentiation
E) Positioning - (correct answer)C) Market segmentation
3. ________ involves actually distinguishing the firm's market offering to create superior
customer value.
A) Mass customization
B) Differentiation
C) Market segmentation
D) Diversifying
E) Targeting - (correct answer)B) Differentiation
4. When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group
that includes many college students, as an untapped group of potential customers for
their new line of products, they were engaging in ________.
,A) occasion segmenting
B) local marketing
C) market diversification
D) market targeting
E) product positioning - (correct answer)D) market targeting
5. _______ consists of arranging for a market offering to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers.
A) Mass customization
B) Positioning
C) Segmentation
D) Differentiation
E) Targeting - (correct answer)B) Positioning
6. ________ calls for dividing the market into regions, states, counties, cities, or even
neighborhoods.
A) Benefit segmentation
B) Geographic segmentation
C) Demographic segmentation
D) Psychographic segmentation
E) Occasion segmentation - (correct answer)B) Geographic segmentation
7. "Many companies today are localizing their products, advertising, promotion, and
sales efforts to fit the needs of individual regions, cities, and neighborhoods." This is an
example of ________.
A) Geographic segmentation
B) Product diversification
C) Branding
, D) Psychographic segmentation
E) Demographic segmentation - (correct answer)A) Geographic segmentation
8. ________ segmentation divides the market into segments based on variables such
as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and
generation.
A) Geographic
B) Benefit
C) Occasion
D) Psychographic
E) Demographic - (correct answer)E) Demographic
9. Delta Motorworks markets its cars based on the age, gender, and income of its
customers. Which of the following types of market segmentation is evident here?
A) Geographic segmentation
B) Benefit segmentation
C) Occasion segmentation
D) Demographic segmentation
E) Psychographic segmentation - (correct answer)D) Demographic segmentation
10. A company selling child-care products ran a television ad depicting women as being
primarily responsible for childcare. Many women viewers considered this regressive,
alleging that the ad failed to recognize the much more diversified role of women in
today's world. This is an example of ________.
A) Cause marketing
B) Stereotyping
C) Niche marketing
D) Scapegoating
E) Positioning - (correct answer)B) Stereotyping
