Ch. 8 Kotler Marketing Management
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: b Page: 226 Difficulty: Medium AACSB: 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: e Page: 226 Difficulty: Medium AACSB: 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: d Page: 226 Difficulty: Medium AACSB: 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: b Pages: 228 Difficulty: Hard AACSB: 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: a Page: 228 Difficulty: Medium AACSB: 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
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: b Page: 226 Difficulty: Medium AACSB: 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: e Page: 226 Difficulty: Medium AACSB: 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: d Page: 226 Difficulty: Medium AACSB: 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: b Pages: 228 Difficulty: Hard AACSB: 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: a Page: 228 Difficulty: Medium AACSB: 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