Ch 6 Pop Quiz for Groups

________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.

• Market segmentation

• Market targeting

• Differentiation

• Positioning

• Mass marketing

________ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics.

• Behavioral

• Geographic

• Geographic

• User status

• Psychographic

Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation.

• age and life-cycle

• user status

• geographic

• psychographic

• behavioral

The marketing manager at Frizzles' Eateries targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Frizzles' approach is best referred to as ________ segmentation.

• demographic

• age and life-cycle

• benefit

• user status

• geographic

When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________.

• substantial

• actionable

• measurable

• observable

• accessible

Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?

• market segmentation, market targeting, differentiation, and positioning

• market recognition, market preference, market targeting, and market insistence

• market segmentation, differentiation, positioning, and market targeting

• market alignment, market segmentation, differentiation, and market positioning

• positioning, market segmentation, mass marketing, and market targeting

Marketing the same product to a huge customer base without any customization is referred to as ________.

• niche marketing

• differentiated marketing

• individual marketing

• mass marketing

• local marketing

Which of the following is true of perceptual positioning maps?

• They are used by marketers to divide a market into smaller groups with distinct characteristics.

• They are used to plot the geographic segments that a company needs to target.

• They are used to analyze consumer perceptions of a brand relative to competing products.

• They are used to divide buyers into groups based on their perceived income and age.

• They are used by marketers to identify supplier and retailer perceptions of a product.

Unlike other car rental agencies that are based in airports to serve travelers, Rental Wheelz has a network of neighborhood offices. The firm strives to serve people who need car rentals for reasons other than vacation, such as when their own cars are being repaired. Rental Wheelz caters to a small share of the large car rental market. From this description, it can be concluded that Rental Wheelz most likely practices ________.

• local marketing

• multi-segmented marketing

• individual marketing

• concentrated marketing

• undifferentiated marketing

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.

• global marketing

• segmented marketing

• undifferentiated marketing

• niche marketing

• micromarketing