Ch. 8 Kotler Marketing Management

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Chapter 8: Identifying Market Segments and Targets

GENERAL CONCEPT QUESTIONS

Multiple Choice

1. In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers. a. group
b. mass
c. general
d. segmented
e. differentiated
Answer: bPage: 226Difficulty: MediumAACSB: Analytic Skills

2. The argument for ________ marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher margins. a. niche
b. micro
c. macro
d. differentiated
e. mass
Answer: ePage: 226Difficulty: MediumAACSB: Reflective Thinking

3. A ________ consists of a group of customers who share a similar set of needs and wants. a. market target
b. market group
c. market slice
d. market segment
e. market level
Answer: dPage: 226Difficulty: MediumAACSB: Analytic Skills

4. A ________ consists of two parts: a naked solution and discretionary options. a. differentiated market offering
b. flexible market offering
c. rigid market offering
d. vertical market offering
e. horizontal market offering
Answer: bPages: 228Difficulty: HardAACSB: Analytic Skills

5. If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern. a. homogeneous

b. heterogeneous
c. diffused
d. clustered
e. scattered
Answer: aPage: 228Difficulty: MediumAACSB: Analytic Skills

6. Procter & Gamble has many soap brands. One reason for this is that soap users tend to group together in terms of preferences such as bleaching action, softness, stain removal, et cetera. Which of the following preferences pattern would most likely apply to P&G’s method of response to market needs? a. Homogeneous preferences

b. Diffused preferences
c. Clustered preferences
d. Psychological preferences
e. Cultural preferences
Answer: cPage: 228Difficulty: MediumAACSB: Analytic Skills

7. Marketers usually identify niches by ________.
a. dividing a segment into subsegments
b. conducting VALS tests
c. allowing consumers to gravitate toward product brands
d. examining the demographics section of The Handbook of Marketing e. producing products that can be used in a variety of ways Answer: aPage: 228Difficulty: Medium

8. A niche is characterized as being all of the following EXCEPT that ________. a. the customers in the niche have a distinct set of needs b. the customers will pay a premium to the firm that satisfies their needs c. the niche is not likely to attract other competitors

d. the customers generally have smaller amounts of income e. the nicher gains certain economies through specialization Answer: dPage: 229Difficulty: MediumAACSB: Reflective Thinking

9. Those who favor localized marketing see national advertising as wasteful because ________. a. it gets too up close and personal with consumers
b. it drives up manufacturing and marketing costs by reducing economies of scale c. it magnifies logistical problems
d. it fails to address local needs
e. all of the above
Answer: dPage: 231Difficulty: MediumAACSB: Reflective Thinking

10. ________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice. a. Consumptionization

b. Viral marketing
c. Virtual marketing
d. Regionalization
e. Customerization
Answer: ePage: 233Difficulty: MediumAACSB: Analytic Skills

11. All of the following are disadvantages of customerization EXCEPT that ________. a. it requires more prior information about the customer than most customers are willing to share b. it is difficult to...
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