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1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter7Customer-DrivenMarketingStrategy:CreatingValueforTargetCustomers1)________consistsofevaluatingeachmarketsegment'sattractivenessandselectingoneormoremarketsegmentstoenter.A)PositioningB)MasscustomizationC)Mark
2、ettargetingD)MarketsegmentationE)DifferentiationAnswer:CPageRef:190Skill:ConceptObjective:7-1Difficulty:Easy2)________involvesdividingamarketintosmallersegmentsofbuyerswithdistinctneeds,characteristics,orbehaviorsthatmightrequireseparatemarketingstrategiesormixes.A
3、)MasscustomizationB)MarkettargetingC)MarketsegmentationD)DifferentiationE)PositioningAnswer:CPageRef:190Skill:ConceptObjective:7-1Difficulty:Easy3)________involvesactuallydistinguishingthefirm'smarketofferingtocreatesuperiorcustomervalue.A)MasscustomizationB)Differ
4、entiationC)MarketsegmentationD)DiversifyingE)TargetingAnswer:BPageRef:191Skill:ConceptObjective:7-1Difficulty:Easy45Copyright©2014PearsonEducation,Inc.4)WhenmarketersatFair&LeighInc.selectedtheMillennials,ademographicgroupthatincludescollegestudents,asanuntappedgro
5、upofpotentialcustomersfortheirnewlineofproducts,theywereengagingin________.A)occasionsegmentingB)localmarketingC)marketdiversificationD)markettargetingE)productpositioningAnswer:DPageRef:190Skill:ApplicationObjective:7-1Difficulty:Moderate5)________consistsofarrang
6、ingforamarketofferingtooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers.A)MasscustomizationB)PositioningC)SegmentationD)DifferentiationE)TargetingAnswer:BPageRef:191Skill:ConceptObjective:7-1Difficulty:Easy6)________c
7、allsfordividingthemarketintoregions,states,counties,cities,orevenneighborhoods.A)BenefitsegmentationB)GeographicsegmentationC)DemographicsegmentationD)PsychographicsegmentationE)OccasionsegmentationAnswer:BPageRef:191Skill:ConceptObjective:7-2Difficulty:Easy45Copyr
8、ight©2014PearsonEducation,Inc.7)"Manycompaniestodayarelocalizingtheirproducts,advertising,promotion,andsaleseffortstofittheneedsofindividualregio
