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CHAPTER 7
MARKET SEGMENTATION, TARGETING, AND POSITIONING
FOR COMPETITIVE ADVANTAGE
MULTIPLE CHOICE QUESTIONS
1. At one time, firms scattered their marketing efforts (a “shotgun” approach) to reach
consumers. Today, a firm is more likely to use:
a. a “bazooka” approach, where special effects are used to “explode” into the buyer’s
consciousness.
b. a “knife” approach, where the firm tries to “cut” to the most important product
advantage.
c. a “rifle” approach, where the firm focuses on the buyers who have greater
interest in the values that the firm creates best.
d. a “pistol” approach, where the firm realizes that it has multiple chances to gain
consumer interest.
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