Marketing04

_________ involves actually distinguishing the firm's market offering to create superior customer value.

• Mass customization

• Differentiation

• Market segmentation

• Diversifying

• Targeting

________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.

• Positioning

• Mass customization

• Market targeting

• Market segmentation

• Differentiation

Which of the following is NOT one of the major variables used in segmenting consumer markets?

• demographic

• behavioral

• ethical

• geographic

• psychographic

In the context of behavioral segmentation, markets segmented by ___________ can be categorized into light, medium, and heavy product users.

• benefit sought

• loyalty status

• usage rate

• user status

• occasion

_________ is the process by which firms interact one-to-one with masses of customers to design products and services tailor-made to individual needs.

• Product diversification

• Micromarketing

• Mass customization

• Differentiated marketing

• Local marketing

"To busy multitaskers who need help remembering things, Evernote is a digital content management application that makes it easy to capture and remember moments and ideas from your everyday life using your computer, phone, tablet, and the Web." This is an example of a(n) __________.

• positioning statement

• statement of purpose

• order-routine specification

• vision statement

• product specification