Chapter 7: Market Segmentation, Targeting, and Positioning for Competitive Advantage
Multiple Choice


1.  

What is the process of dividing a market into distinct groups of buyers, each of which might require separate products or marketing mixes?

Market targeting.
Market segmentation.
Market positioning.
Mass marketing.


2.  

Levels of market segmentation include mass marketing, segment marketing, niche marketing, and __________.

micromarketing
macromarketing
positioning
business-to-business marketing


3.  

Which answer best describes “mass customization”?

The development of a unique advertising campaign to a mass audience.
Appealing to the largest possible market with no segmentation.
Making large, heavy products for a unique audience.
Mass producing individually designed products.


4.  

Climate is one way to segment a market using __________ segmentation.

geographic
demographic
psychographic
behavioral


5.  

Which segmentation form do marketers depend on most?

Geographic
Demographic
Psychographic
No one method is used most.


6.  

PRIZM and ClusterPLUS are two examples of __________ segmentation programs.

geographic
demographic
geodemographic
None. The two programs do not deal with segmentation


7.  

Which of the answers best defines “Intermarket segmentation”?

A method of segmentation that utilizes the Interstate Highway System to define markets.
A method of segmentation that groups customers who have similar needs and buying behavior even though they are located in different countries.
A method of segmentation that utilizes the Internet to bring groups of customers together.
A method of segmentation that divides international markets into segments on the basis of nationality.


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