MKT W5

Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be _______ segmentation.

• Geographic

• End-use

• Benefits sought

• Image

A pet supplies firm divides the pet market according to the owners’ race, occupation, income and family life-cycle. What type of segmentation does it use?

• Lifestyle

• Psychographic

• Geographic

• Demographic

When a company identifies the parts of the market it can serve best based on common needs or characteristics the company decided to pursue, it is practicing________

• concentrated marketing

• segmenting

• differentiation

• market targeting

What are the four steps, in order, to designing a customer-driven marketing strategy?

• Market segmentation, differentiation, positioning, and targeting

• Positioning, market segmentation, mass marketing, and targeting

• Market segmentation, targeting, differentiation, and positioning

• Market alignment, market segmentation, differentiation, and market positioning

When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation.

• Geographic

• Behavioral

• Age and life-cycle

• Psychographic

You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called ________.

• target marketing

• its value proposition

• differentiated marketing

• capturing the consumers’ attention

Which group determines a product’s position relative to competing products?

• manufacturers

• wholesalers

• consumers

• suppliers

Unlike many other hotel groups which develop different service offerings for different market segments, the Four Seasons group has elected to focus its marketing efforts on the luxury hotel market. As a result, the company has been able to achieve operational efficiencies in production, distribution and promotion, all of which translates into higher rates of return. The Four Seasons segmentation approach is best described as ________.

• undifferentiated

• differentiated

• tightly targeted

• concentrated

When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing.

• undifferentiated

• differentiated

• niche

• individual

Mass marketers, such as Target and KMart Stores, often ignore market segment differences and target the whole market with one offer. What is their approach to segmenting?

• differentiated marketing

• undifferentiated marketing

• target marketing

• micromarketing