Marketing Management Quiz Chapter 8
Name:¬¬¬¬____________________________________________ Date:_____________ 4M8
I. Multiple Choice. Encircle the letter of the correct answer. 1. The seller engages in the mass production, mass distribution and mass promotion of one product for all buyers.
a. Mass Marketing b. Micromarketing c. Market Targeting
2. A type of Micromarketing that consists of a group of customers who share a similar set of needs and wants.
a. Segment b. Niche c. Local
3. Containing the product and service elements that all segment members value.
a. Discretionary option b. Naked solution
4. A Type of Preference Segment that results when natural market segments emerge from groups of consumers with shared preferences.
a. Homogenous b. Diffused c. Clustered
5. A type of Micromarketing that is more narrowly defined customer group seeking a distinctive mix of benefits.
a. Segment b. Niche c. Local
6. Local Marketing reflects a growing trend called
a. Customer Cloning b. Customized marketing c. Grassroots marketing
7. Taking more individual initiative in determining what and how to buy.
a. Local b. Individual c. Segment
8. Combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.
a. Customer Cloning b. Customized marketing c. Customerization
9. It must decide how many and which ones to target.
a. Mass Marketing b. Micromarketing c. Market Targeting
10. Containing the product and service elements that some segment members value.
a. Discretionary option b. Naked solution
11. An Effective Segmentation Criteria must be:
a. Limited b. Accessible c. Identical
12. Is a set of segments sharing some exploitable similarity
a. Subsegment b. Single-Segment c. Supersegment
13. The firm gains a strong knowledge of the segment’s need and achieves a strong market presence.
a. Subsegment b. Single-Segment c.
I. Multiple Choice. Encircle the letter of the correct answer. 1. The seller engages in the mass production, mass distribution and mass promotion of one product for all buyers.
a. Mass Marketing b. Micromarketing c. Market Targeting
2. A type of Micromarketing that consists of a group of customers who share a similar set of needs and wants.
a. Segment b. Niche c. Local
3. Containing the product and service elements that all segment members value.
a. Discretionary option b. Naked solution
4. A Type of Preference Segment that results when natural market segments emerge from groups of consumers with shared preferences.
a. Homogenous b. Diffused c. Clustered
5. A type of Micromarketing that is more narrowly defined customer group seeking a distinctive mix of benefits.
a. Segment b. Niche c. Local
6. Local Marketing reflects a growing trend called
a. Customer Cloning b. Customized marketing c. Grassroots marketing
7. Taking more individual initiative in determining what and how to buy.
a. Local b. Individual c. Segment
8. Combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.
a. Customer Cloning b. Customized marketing c. Customerization
9. It must decide how many and which ones to target.
a. Mass Marketing b. Micromarketing c. Market Targeting
10. Containing the product and service elements that some segment members value.
a. Discretionary option b. Naked solution
11. An Effective Segmentation Criteria must be:
a. Limited b. Accessible c. Identical
12. Is a set of segments sharing some exploitable similarity
a. Subsegment b. Single-Segment c. Supersegment
13. The firm gains a strong knowledge of the segment’s need and achieves a strong market presence.
a. Subsegment b. Single-Segment c.