Knowledge Check - STP

________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.

• Mass customization

• Market targeting

• Market segmentation

• Differentiation

• Positioning

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

• Mass customization

• Differentiation

• Market segmentation

• Diversifying

• Targeting

________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

• Mass customization

• Positioning

• Segmentation

• Differentiation

• Targeting

Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.

• TRUE

• FALSE

The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation.

• TRUE

• FALSE

________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.

• Benefit segmentation

• Geographic segmentation

• Demographic segmentation

• Psychographic segmentation

• Occasion segmentation

________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.

• Geographic

• Benefit

• Occasion

• Psychographic

• Demographic

A company selling child-care products ran a television ad depicting women as being primarily responsible for childcare. Many women viewers considered this regressive, alleging that the ad failed to recognize the much more diversified role of women in today's world. This is an example of ________.

• cause marketing

• stereotyping

• niche marketing

• scapegoating

• positioning

________ segmentation has long been used in clothing, cosmetics, toiletries, and magazines.

• Behavioral

• Gender

• Benefit

• Occasion

• Geographic

________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.

• Benefit

• Occasion

• Geographic

• Demographic

• Psychographic