Marketing An Introduction, 11e Ch 6,7,8,9, Chapter 6 Customer-Driven Marketing Strategy Creating Value for Target Customers

Marketing: An Introduction, 11e (Armstrong)
Chapter 6 Customer-Driven Marketing Strategy: Creating Value for Target Customers

1) ________ is the process of evaluating each market segment's attractiveness and selecting one
or more segments to enter.
A) Differentiation
B) Mass marketing
C) Market targeting
D) Market segmentation
E) Positioning
Answer: C
Page Ref: 164
Difficulty: Easy
Chapter LO: 1
Course LO: Describe the process of market segmentation, targeting, and positioning

2) Procter & Gamble selected the Millennials, a demographic that includes college students, as
an untapped group of potential customers for their Febreze line of products. Which step of
designing a customer-driven marketing strategy process are they executing?
A) market segmenting
B) mass marketing
C) differentiation
D) targeting
E) positioning
Answer: D
Page Ref: 164
Difficulty: Challenging
Chapter LO: 1
AACSB: Analytic skills
Course LO: Describe the process of market segmentation, targeting, and positioning

3) ________ consists of arranging for a market offering to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers.
A) Differentiation
B) Positioning
C) Market targeting
D) Market segmentation
E) Mass marketing
Answer: B
Page Ref: 164
Difficulty: Easy
Chapter LO: 1
Course LO: Describe the process of market segmentation, targeting, and positioning

,4) Which of the following is the right order of the four steps to design a customer-driven
marketing strategy?
A) market segmentation, differentiation, positioning, and targeting
B) positioning, market segmentation, mass marketing, and targeting
C) market segmentation, targeting, differentiation, and positioning
D) market alignment, market segmentation, differentiation, and market positioning
E) market recognition, market preference, market targeting, and market insistence
Answer: C
Page Ref: 164-165
Difficulty: Easy
Chapter LO: 1
Course LO: Describe the process of market segmentation, targeting, and positioning

5) Your firm has decided to localize its products and services to meet local market demands. A
good approach to use would be ________ segmentation.
A) geographic
B) benefit
C) behavioral
D) psychographic
E) image
Answer: A
Page Ref: 165
Difficulty: Moderate
Chapter LO: 2
Course LO: Describe the process of market segmentation, targeting, and positioning

6) When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or
New Zealand, it is using which segmentation variable?
A) economic factors
B) political and legal factors
C) geographic location
D) benefits sought
E) demographics
Answer: C
Page Ref: 165
Difficulty: Easy
Chapter LO: 2
Course LO: Describe the process of market segmentation, targeting, and positioning

,7) Pediacertain Pet Supplies divides the pet market according to the owners' race, occupation,
income, and family life cycle. What type of segmentation is Pediacertain using?
A) geographic
B) behavioral
C) lifestyle
D) demographic
E) psychographic
Answer: D
Page Ref: 166
Difficulty: Challenging
Chapter LO: 2
AACSB: Analytic skills
Course LO: Describe the process of market segmentation, targeting, and positioning

8) Demographic variables are the most popular bases for segmenting customer groups because
they ________.
A) create smaller segments
B) create more easily reached segments
C) do not involve stereotypes
D) are easier to measure
E) involve fewer attributes to consider
Answer: D
Page Ref: 166
Difficulty: Moderate
Chapter LO: 2
Course LO: Describe the process of market segmentation, targeting, and positioning

9) When Burger King targets children, teens, adults, and seniors with different ads and media, it
is practicing ________ segmentation.
A) geographic
B) age and life-cycle
C) psychographic
D) behavioral
E) usage rate
Answer: B
Page Ref: 166
Difficulty: Challenging
Chapter LO: 2
AACSB: Analytic skills
Course LO: Describe the process of market segmentation, targeting, and positioning

, 10) Marketers must be careful to guard against ________ when using age and life-cycle
segmentation.
A) copyrighting
B) stereotyping
C) traditional marketing
D) differentiation
E) cannibalization
Answer: B
Page Ref: 166
Difficulty: Easy
Chapter LO: 2
Course LO: Describe the process of market segmentation, targeting, and positioning

11) When ProFem Inc. caters to clothing, cosmetics, and toiletries markets for women, it is most
likely using which type of segmentation?
A) age and life-cycle
B) gender
C) behavior
D) psychographic
E) geographic
Answer: B
Page Ref: 167
Difficulty: Moderate
Chapter LO: 2
Course LO: Describe the process of market segmentation, targeting, and positioning

12) Marketers of financial services and travel use which of the following types of segmentation?
A) gender
B) income
C) occasion
D) usage rate
E) benefits sought
Answer: B
Page Ref: 167
Difficulty: Moderate
Chapter LO: 2
Course LO: Describe the process of market segmentation, targeting, and positioning