Chapter 7: Customer Value - Driven Marketing Strategy: Creating

Subaru has decided to only have dealerships in cities with at least 150,000 people. What type of segmentation variable is Subaru applying?

• Behaviouristic
• Psychographic
• Geographic
• Demographic
• Environmental

Consider segmenting the consumer market in terms of occupation, family size and family life cycle. What type of segmentation variable is being applied?

• Behaviouristic
• Usage
• Geographic
• Demographic
• Psychographic

If an organisation markets its products to different countries across Asia-Pacific using a communications strategy tailored to suit the specific country being targeted, what is the targeting strategy being used?

• Undifferentiated
• Stratified
• Homogeneous
• Concentrated
• Differentiated

________ 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 segmentation
• Market targeting
• Differentiation

When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.

• occasion segmenting
• market diversification
• market targeting
• local marketing

________ 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
• Segmentation
• Positioning
• Differentiation

"Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods." This is an example of ________.

• geographic segmentation
• psychographic segmentation
• product diversification
• demographic segmentation

Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here?

• geographic segmentation
• demographic segmentation
• benefit segmentation
• psychographic segmentation

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

• Benefit
• Demographic
• Geographic
• Psychographic

Which of the following is LEAST relevant when a firm evaluates different market segments?

• segment size and growth
• core competencies of competitors
• segment structural attractiveness
• company resources