Principles of Marketing, 16e (Kotler)
Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers
1) ________ consists of evaluating each market gment's attractiveness and lecting one or more gments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market gmentation
E) Differentiation
Answer: C
Skill: Concept
Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market gmentation, targeting, differentiation, and positioning.
Difficulty: Easy
2) ________ involves dividing a market into smaller gments of buyers with distinct needs, characteristics, or behaviors that might require parate marketing strategies or mixes.
A) Mass customizationdestroy的名词
B) Market targeting
C) Market gmentation
D) Differentiation
E) Positioning
Answer: C
Skill: Concept
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Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market gmentation, targeting, differentiation, and positioning.
Difficulty: Easy
3) ________ involves actually distinguishing the firm's market offering to create superior customer value.
A) Mass customization
B) Differentiation
C) Market gmentation
D) Diversifying
E) Targeting
Answer: B
Skill: Concept
Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market gmentation, targeting, differentiation, and positioning.
Difficulty: Easy
4) When marketers at Fair & Leigh Inc. lected 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 ________.
A) occasion gmenting
B) local marketing
C) market diversification
D) market targeting
E) product positioning
Answer: D
AACSB: Analytical thinking; Diver and multicultural work environments
Skill: Application
Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market gmentation, targeting, differentiation, and positioning.
Difficulty: Moderate
5) ________ 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.
A) Mass customization
B) Positioning
C) Segmentation
D) Differentiation
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E) Targeting
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market gmentation, targeting, differentiation, and positioning.
Difficulty: Easy
6) Mass marketing involves identifying market gments, lecting one or more of them, and developing products and marketing programs tailored to each.
Answer: FALSE
Skill: Concept
Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market gmentation, targeting, differentiation, and positioning.
Difficulty: Easy
7) The customer-driven marketing strategy involves four steps: market gmentation, market targeting, positioning, and differentiation.
Answer: TRUE
Skill: Concept
Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market gmentation, targeting, differentiation, and positioning.
Difficulty: Easy
8) What is differentiation?
Answer: Differentiation refers to differentiating the market offering to create superior customer value.
Skill: Concept
Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market
gmentation, targeting, differentiation, and positioning.
Difficulty: Easy
9) Explain the four major steps in designing a customer-driven marketing strategy.
Answer: The first step is market gmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require parate products or marketing mixes. The company identifies different ways to gment the market and develops profiles of the resulting market gments.
The cond step is market targeting: evaluating each market gment's attractiveness and lecting one or more of the market gments to enter.
The third step is differentiation: actually differentiating the firm's market offering to create a superior customer value.
Finally, the last step is market positioning: arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of consumers. AACSB: Application of knowledge; Written and oral communication
Skill: Concept
Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market gmentation, targeting, differentiation, and positioning.
Difficulty: Moderate
10) ________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.
A) Benefit gmentation
B) Geographic gmentation
C) Demographic gmentation
D) Psychographic gmentation
E) Occasion gmentation
Answer: B
Skill: Concept
Objective: LO 7.2: List and discuss the major bas for gmenting consumer and business markets.
Difficulty: Easy
11) "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 ________.
A) geographic gmentation
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B) product diversification
C) branding
D) psychographic gmentation
E) demographic gmentation
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 7.2: List and discuss the major bas for gmenting consumer and business markets.
Difficulty: Moderate
12) ________ gmentation divides the market into gments bad on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.英语email完整格式范文
A) Geographic
B) Benefit
C) Occasion
D) Psychographic
E) Demographic
Answer: E
AACSB: Diver and multicultural work environments
Skill: Concept
Objective: LO 7.2: List and discuss the major bas for gmenting consumer and business markets.
Difficulty: Easy
13) Delta Motorworks markets its cars bad on the age, gender, and income of its customers. Which of the following types of market gmentation is evident here?
A) geographic gmentation
B) benefit gmentation
C) occasion gmentation
D) demographic gmentation
E) psychographic gmentation
Answer: D
AACSB: Application of knowledge
Skill: Application
Objective: LO 7.2: List and discuss the major bas for gmenting consumer and business markets.
Difficulty: Moderate
14) A company lling 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 ________.
A) cau marketing
B) stereotyping
C) niche marketing
D) scapegoating
E) positioning
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 7.2: List and discuss the major bas for gmenting consumer and business markets.
Difficulty: Moderate
15) ________ gmentation has long been ud in clothing, cosmetics, toiletries, and magazines.
A) Behavioral
B) Gender
C) Benefit
D) Occasion
E) Geographic
Answer: B十五渡
Skill: Application
Objective: LO 7.2: List and discuss the major bas for gmenting consumer and business markets.
Difficulty: Easy
16) Gilron Holidays runs a premium membership club that caters to customers who annual salary exceeds $100,000. Members of this club are offered asonal discounts on lect luxury hotels in lect cities worldwide. Gilron Holidays most likely follows a(n) ________ gmentation approach.
A) gender
B) income
C) occasion
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E) geographic
Answer: B
AACSB: Application of knowledge
Skill: Application
Objective: LO 7.2: List and discuss the major bas for gmenting consumer and business markets.
Difficulty: Moderate
