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Presentation Transcript
slide1
What is the first step in target marketing?

market positioning

market segmentation

target marketing

none of the above

Kotler / Armstrong, Chapter 7

slide2
What is the first step in target marketing?

market positioning

market segmentation

target marketing

none of the above

Kotler / Armstrong, Chapter 7

slide3
Which of the following steps of target marketing takes into account competitors’ offerings to the market?

market positioning

market segmentation

market targeting

all of the above

Kotler / Armstrong, Chapter 7

slide4
Which of the following steps of target marketing takes into account competitors’ offerings to the market?

market positioning

market segmentation

market targeting

all of the above

Kotler / Armstrong, Chapter 7

slide5
Which of the following is not a way to segment consumer markets?

geographic

psychographic

demographic

derived demand

Kotler / Armstrong, Chapter 7

slide6
Which of the following is not a way to segment consumer markets?

geographic

psychographic

demographic

derived demand

Kotler / Armstrong, Chapter 7

slide7
Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation.

occasion

psychographic

behavioral

market

Kotler / Armstrong, Chapter 7

slide8
Dividing a market based on consumer attitude, use, or response to a product is called _________ segmentation.

occasion

psychographic

behavioral

market

Kotler / Armstrong, Chapter 7

slide9
A marketer selling different offerings in different communities would be using _____ segmentation.

geographic

psychographic

demographic

behavioral

Kotler / Armstrong, Chapter 7

slide10
A marketer selling different offerings in different communities would be using _____ segmentation.

geographic

psychographic

demographic

behavioral

Kotler / Armstrong, Chapter 7

slide11
Marketers selling luxury cars often use income as a segmenting variable. Income is one component of _____ segmentation.

geographic

psychographic

demographic

behavioral

Kotler / Armstrong, Chapter 7

slide12
Marketers selling luxury cars often use income as a segmenting variable. Income is one component of _____ segmentation.

geographic

psychographic

demographic

behavioral

Kotler / Armstrong, Chapter 7

slide13
Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation.

true

false

Kotler / Armstrong, Chapter 7

slide14
Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation.

true

false

Kotler / Armstrong, Chapter 7

slide15
Many marketers believe that _____ variables are the best starting point for building market segments.

geographic

psychographic

demographic

behavioral

Kotler / Armstrong, Chapter 7

slide16
Many marketers believe that _____ variables are the best starting point for building market segments.

geographic

psychographic

demographic

behavioral

Kotler / Armstrong, Chapter 7

slide17
Intermarket segmentation is forming segments of consumers who have similar needs and buying behavior but are living in different countries.

true

false

Kotler / Armstrong, Chapter 7

slide18
Intermarket segmentation is forming segments of consumers who have similar needs and buying behavior but are living in different countries.

true

false

Kotler / Armstrong, Chapter 7

slide19
A customer’s loyalty status to a brand is a method of segmentation.

true

false

Kotler / Armstrong, Chapter 7

slide20
A customer’s loyalty status to a brand is a method of segmentation.

true

false

Kotler / Armstrong, Chapter 7

slide21
Mercedes Benz targets the world’s well-to-do and IKEA targets the aspiring global middle class. These companies are involved with _______ segmentation.

positioning

differentiation

intermarket

lifecycle

Kotler / Armstrong, Chapter 7

slide22
Mercedes Benz targets the world’s well-to-do and IKEA targets the aspiring global middle class. These companies are involved with _______ segmentation.

positioning

differentiation

intermarket

lifecycle

Kotler / Armstrong, Chapter 7

slide23
In order to be useful, market segments need to be which of the following?

differentiable

accessible

substantial

all of the above

Kotler / Armstrong, Chapter 7

slide24
In order to be useful, market segments need to be which of the following?

differentiable

accessible

substantial

all of the above

Kotler / Armstrong, Chapter 7

slide25
Which of the following structural factors is not related to a segment’s attractiveness?

the presence of strong competitors in the segment

the existence of potential substitute products

the lack of raw materials

a number of powerful suppliers

Kotler / Armstrong, Chapter 7

slide26
Which of the following structural factors is not related to a segment’s attractiveness?

the presence of strong competitors in the segment

the existence of potential substitute products

the lack of raw materials

a number of powerful suppliers

Kotler / Armstrong, Chapter 7

slide27
When using a(n) _____ marketing (mass-marketing) strategy, a firm decides to ignore market segment differences and target the whole market with one offer.

differentiated

undifferentiated

positioning

segmentation

Kotler / Armstrong, Chapter 7

slide28
When using a(n) _____ marketing (mass-marketing) strategy, a firm decides to ignore market segment differences and target the whole market with one offer.

differentiated

undifferentiated

positioning

segmentation

Kotler / Armstrong, Chapter 7

slide29
Concentrated (niche) marketing is a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches.

true

false

Kotler / Armstrong, Chapter 7

slide30
Concentrated (niche) marketing is a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches.

true

false

Kotler / Armstrong, Chapter 7

slide31
This type of micromarketing is also known as one-to-one marketing or mass customization.

local marketing

tailored marketing

niche marketing

individual marketing

Kotler / Armstrong, Chapter 7

slide32
This type of micromarketing is also known as one-to-one marketing or mass customization.

local marketing

tailored marketing

niche marketing

individual marketing

Kotler / Armstrong, Chapter 7

slide33
If a beer manufacturer were to place a commercial on a TV show that was predominantly viewed by children, it could be considered using _____.

socially irresponsible targeting

socially responsible targeting

adult targeting

niche targeting

Kotler / Armstrong, Chapter 7

slide34
If a beer manufacturer were to place a commercial on a TV show that was predominantly viewed by children, it could be considered using _____.

socially irresponsible targeting

socially responsible targeting

adult targeting

niche targeting

Kotler / Armstrong, Chapter 7

slide35
A product’s _____ is the way the product is defined by consumers on important attributes relative to the competition.

image

equity

position

value

Kotler / Armstrong, Chapter 7

slide36
A product’s _____ is the way the product is defined by consumers on important attributes relative to the competition.

image

equity

position

value

Kotler / Armstrong, Chapter 7

slide37
A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage.

services

product

people

channel

Kotler / Armstrong, Chapter 7

slide38
A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage.

services

product

people

channel

Kotler / Armstrong, Chapter 7

slide39
Concentrated (niche) marketing is a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches.

true

false

Kotler / Armstrong, Chapter 7

slide40
Concentrated (niche) marketing is a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches.

true

false

Kotler / Armstrong, Chapter 7