pmk chap 6

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

• product diversification

• branding

• psychographic segmentation

• demographic segmentation

________ 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

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

• local marketing

• market diversification

• market targeting

• product positioning

An American cola-manufacturing company that primarily targets rebellious and adventurous people most likely uses ________ segmentation.

• occasion

• geographic

• income

• benefit

• psychographic

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

• demographic

• behavioral

• ethical

• geographic

• psychographic

________ 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

________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.

• Behavioral

• Psychographic

• Age and life cycle

• Gender

• Geographic

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

• Positioning

• Mass customization

• Market targeting

• Market segmentation

• Differentiation

Shine Enterprises mass produces an all-purpose floor cleaner that is aimed at the whole market. This firm uses a(n) ________ marketing strategy.

• segmented

• undifferentiated

• individual

• niche

• one-to-one

________ is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.

• Mass marketing

• Trigger-based marketing

• Differentiated marketing

• Concentrated marketing

• Micromarketing