Test Bank Marketing Exam 2

Market ______ evaluates each market segment's attractiveness and selects one or more segments to serve - targeting The step in designing a customer value-driven marketing strategy in which a company divides a market into distinct groups of buyers is known as market _____ - segmentation The process of evaluating each market segment's attractiveness and selecting one or more market segments to enter is called ______ - market targeting What is the purpose of differentiation? - To create superior customer value Which of the following statements about segmentation is true? - Different segments might require different marketing strategies or mixes What is positioning? - Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers ______ segmentation divides buyers into different segments based on lifestyle or personality characteristics - Psychographic _____ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product. - Behavioral Toothpastes claim they "whiten teeth," "fight bad breath," and "reduce plaque." Which base of segmentation is being used in this example? - Benefits sough