Process of evaluating each market segment attractiveness

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.

2. ________________ is the process of dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.

a. Mass marketing

b. Market segmentation

c. Target marketing

d. Market positioning

3. __________________ is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

a. Mass marketing

b. Market segmentation

c. Market targeting

d. Market positioning

4. Setting the competitive positioning for the product and creating a detailed marketing mix is called:

a. mass marketing.

b. target marketing.

c. market segmentation.

d. marketing positioning.

5. During which step of the marketing segmentation, targeting, and positioning process

does the firm “develop a marketing mix for each segment?”

a. market segmentation

b. market targeting

c. market positioning

d. The firm does not go through the “development” during any of the above steps.

6. During one of the steps in the marketing segmentation, targeting, and positioning

process, the marketer develops measures of segment attractiveness. This procedure

belongs in the category of:

a. market segmentation.

b. market targeting.

c. market massing.

d. market positioning.

7. When companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently with products and services that match their unique needs, they are conducting a ___________________ process.

a. marketing aggregation

b. marketing positioning

c. marketing target

d. marketing segmentation