Segmentation, Targeting & Positioning

The philosophy of ______ is to identify market segments, select one or more, and develop products and marketing mixes tailored to each selected segment.

• Mass marketing

• Product-variety marketing

• Macromarketing

• Target marketing

______ is to evaluate each segment's attractiveness and select one or more of the market segments.

• Market segmentation

• Market targeting

• Market positioning

• Market evaluation

________________ is the process of dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.

• Mass marketing

• Market segmentation

• Target marketing

• Market positioning

Classifying consumers according to their age and marital status is an example of _____________ segmentation

• Geographic

• Behavioural

• Psychographic

• Demographic

Classifying consumers according to their purchasing habits is an example of _____________ segmentation.

• Behavioural

• Geographic

• Psychographic

• Demographic

A low-resource company in a mass market containing high-differentiation consumers should:

• Follow an undifferentiated strategy.

• Follow a concentrated strategy.

• Follow a differentiated strategy.

• Follow an aggressive strategy.

McDonald's offering regular hamburgers, Big Macs, and Quarter Pounders is an example of what type of marketing?

• Mass marketing

• Target marketing

• Micro marketing

• Product-variety marketing

Concentrated marketing is based around:

• Focusing marketing efforts on a number of segments.

• Focusing marketing efforts on the mass market.

• Focusing marketing effort on one segment.

• Focusing marketing effort on a particular country.

Positioning is the process of:

• Putting the product in the right place in the customer's mind.

• Putting the product in the right shops.

• Creating the right relationship with suppliers and retailers.

• Putting the product in the right place within a retail store.

________________ is tailoring products and marketing programs to the needs and preferences of individual customers.

• Niche marketing

• Micro marketing

• Differentiated marketing

• Mass marketing