
CHAPTER 7
Authored by Lara.A Eweis
Business
University

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39 questions
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1.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants, a condition most accurately described as ________.
market aggregation
market positioning
economic aggregation
differentiation
market fragmentation
2.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Marketers must balance the ________ of mass marketing with the ________ of offering each individual customer exactly what he wants.
efficiency; effectiveness
effectiveness; efficiency
investment; cost
cost; investment
positioning; scale
3.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Which of the following statements about the steps in the target marketing process is true?
The first step in the target marketing process is setting marketing objectives.
There are four steps in the target marketing process.
The second step in the target marketing process is the identification of all segmentation variables.
The final step in the target marketing process is positioning.
The target marketing process is not related to positioning.
4.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Which of the following is NOT part of a target marketing strategy?
dividing the market into segments based on customer characteristics
identifying a market that is likely to buy a product
selecting one or more segments as target markets
developing a product to meet the needs of a specific market segment
positioning a product
5.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
What are the steps, in order, of the target marketing process?
segmentation, positioning, and targeting
segmentation, targeting, and positioning
targeting, segmentation, and positioning
targeting, positioning, and segmentation
positioning, segmentation, and targeting
6.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Some people want healthy cereal that will help them lose weight or possibly prevent certain kinds of cancer. Some want presweetened cereal. Some want fruits and nuts in their cereal. Some people want whole wheat cereal while others want rice cereal. There are some who like hot cereal and others who like to eat their cereal right out of the box. The diversity of consumers for cereal is an example of ________.
geodemography
target marketing
cultural diversity
psychographics
market fragmentation
7.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Which of the following is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics?
acculturation
segmentation
market fragmentation
targeting
positioning
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