Chapter 8

Which are the three general strategies for selecting target markets?

• Unisegment, Multisegment and Homogeneous

• Undifferentiated, Concentrated and Multisegment

• Heterogeneous, Unisegment and Multisegment

• Undifferentiated, Unisegment and Homogeneous

Some common bases of _____________ segmentation are age, gender, income, ethnic background, etc.

• Demographic

• Psychographic

• Geographic

• Usage rate

Which segmentation groups customers into market segments on the basis of lifestyles, motives, personality, etc?

• Benefits sought

• Psychographic

• Geographic

• Usage rate

When using Product Differentiation strategy, the distinctions between products have to be real (cannot be merely perceived).

• True

• False

The family life cycle is a series of stages determined by a combination of:

• Ethnicity and gender

• Age, marital status, and the presence or absence of children

• Income level

• All of the above

Segmenting by usage rate enables marketers to focus efforts on heavy users or to develop multiple marketing mixes aimed at different segments.

• True

• False

What are the disadvantages of the Multisegment Targeting Strategy?

• Segments are too small

• Higher costs

• Cannibalization

• B and C are right

What is the strategy used to select one segment of a market for targeting marketing efforts?

• Undifferentiated Targeting Strategy

• Multisegment Targeting Strategy

• Concentrated Targeting Strategy

• Homogeneous Targeting Strategy