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CHAPTER 7 MARKET SEGMENTATION, TARGETING, AND POSITIONING MCQs

CHAPTER 7

 

MARKET SEGMENTATION, TARGETING, AND POSITIONING

FOR COMPETITIVE ADVANTAGE

 

 

MULTIPLE CHOICE QUESTIONS

 

1. At one time, firms scattered their marketing efforts (a “shotgun” approach) to reach

consumers. Today, a firm is more likely to use:

a. a “bazooka” approach, where special effects are used to “explode” into the buyer’s

consciousness.

b. a “knife” approach, where the firm tries to “cut” to the most important product

advantage.

c. a “rifle” approach, where the firm focuses on the buyers who have greater

interest in the values that the firm creates best.

d. a “pistol” approach, where the firm realizes that it has multiple chances to gain

consumer interest.

 

2. ________________ is the process of dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.

a. Mass marketing

b. Market segmentation

c. Target marketing

d. Market positioning

 

3. __________________ is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

a. Mass marketing

b. Market segmentation

c. Market targeting

d. Market positioning

 

 

4. Setting the competitive positioning for the product and creating a detailed marketing mix is called:

a. mass marketing.

b. target marketing.

c. market segmentation.

d. marketing positioning.

 

 

5. During which step of the marketing segmentation, targeting, and positioning process

does the firm “develop a marketing mix for each segment?”

a. market segmentation

b. market targeting

c. market positioning

d. The firm does not go through the “development” during any of the above steps.

 

 

6. During one of the steps in the marketing segmentation, targeting, and positioning

process, the marketer develops measures of segment attractiveness. This procedure

belongs in the category of:

a. market segmentation.

b. market targeting.

c. market massing.

d. market positioning.

 

 

7. When companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently with products and services that match their unique needs, they are conducting a ___________________ process.

a. marketing aggregation

b. marketing positioning

c. marketing target

d. marketing segmentation

 

8. Market segmentation can be carried out at several different levels. Which of the

following WOULD NOT BE among these levels?

a. micromarketing

b. segment marketing

c. competition marketing

d. niche marketing

 

9. Another word for complete segmentation is:

a. macromarketing.

b. micromarketing.

c. niche marketing.

d. mass marketing.

 

10. For most of the 20th century, firms practiced which of the following forms of

marketing?

a. mass marketing

b. micromarketing

c. niche marketing

d. segment marketing

 

11. Which of the following marketers epitomized the mass marketing strategy?

a. Henry Ford

b. Bill Gates

c. F.W. Woolworth

d. Thomas A. Edison

 

12.Which of the following statements is closest to the traditional argument for mass marketing?

a. Find a need and fill it.

b. The largest potential market can lead to the lowest costs, which translates into either lower prices or higher margins.

c. The rifle approach rarely hits what it is aiming at.

d. The consumer is king. Long live the king.

 

13.Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments is called _________________.

a. niche marketing

b. mass marketing

c. segment marketing

d. micromarketing

 

14.When General Motors designs specific models for different income and age groups, it is practicing which of the following marketing formats?

a. micromarketing

b. macromarketing

c. mass marketing

d. segment marketing

 

15.Segment marketing offers several benefits over mass marketing. All of the following would be among those benefits EXCEPT:

a. the company can market more efficiently and target its programs toward only those consumers that it can serve best.

b. the company can fine-tune its programs to meet the needs of carefully defined segments.

c. the company can reduce costs because of the ability to sell to customers one-on-one.

d. the company may face fewer competitors if fewer competitors are focusing on the company’s chosen market segment.

 

16.A company is practicing ________________ if it focuses on subsegments with distinctive traits that may seek a special combination of benefits.

a. micromarketing

b. niche marketing

c. mass marketing

d. segment marketing

 

17.As an example of _______________, a company could build sport utility vehicles and direct marketing efforts towards the luxury SUV market (as does Lexus).

a. micromarketing

b. niche marketing

c. mass marketing

d. segment marketing

 

18. American Express offers not only its traditional green cards but also gold cards,

corporate cards, and even a black card, called the Centurian, with a $1,000 annual

fee aimed at a small group of “superpremium customers.” Which of the following

marketing efforts is American Express following with their credit card policies?

a. macromarketing

b. segment marketing

c. niche marketing

d. self-marketing

 

 

19._________________ is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.

a. Niche marketing

b. Micromarketing

c. Segment marketing

d. Mass marketing

 

20. Micromarketing includes:

a. segment marketing and niche marketing.

b. mass marketing and demographic marketing.

c. local marketing and individual marketing.

d. individual marketing and self-marketing.

 

21. ______________ involves tailoring brands and promotions to the needs and wants of specific small groups such as cities, neighborhoods, and even specific stores.

a. Niche marketing

b. Local marketing

c. Detail marketing

d. Individual marketing

 

22.All of the following are considered to be drawbacks of local marketing EXCEPT:

a. it can drive up manufacturing and marketing costs by reducing economies of scale.

b. it can create logistical problems when the company tries to meet varied requirements.

c. it can attract unwanted competition.

d. it can dilute the brand’s overall image.

 

23.________________ is tailoring products and marketing programs to the needs and preferences of individual customers.

a. Niche marketing

b. Local marketing

c. Self-marketing marketing

d. Individual marketing

 

 

24. Individual marketing is known by a variety of names. All of the following would

appropriately be called individual marketing EXCEPT:

a. mono-marketing.

b. one-to-one marketing.

c. customized marketing.

d. markets-of-one marketing.

 

 

25.______________ is the process through which firms interact one-to-one with

masses of customers to create customer-unique value by designing products and

services tailor-made to individual needs.

a. Mass marketing

b. Detail marketing

c. Mass globalization

d. Mass customization

The post 4 Questions appeared first on superioressaypapers.

marketing mixes

1. At one time, firms scattered their marketing efforts (a “shotgun” approach) to reach

consumers. Today, a firm is more likely to use:

a. a “bazooka” approach, where special effects are used to “explode” into the buyer’s

consciousness.

b. a “knife” approach, where the firm tries to “cut” to the most important product

advantage.

c. a “rifle” approach, where the firm focuses on the buyers who have greater

interest in the values that the firm creates best.

d. a “pistol” approach, where the firm realizes that it has multiple chances to gain

consumer interest.

 

2. ________________ is the process of dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.

a. Mass marketing

b. Market segmentation

c. Target marketing

d. Market positioning

 

3. __________________ is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

a. Mass marketing

b. Market segmentation

c. Market targeting

d. Market positioning

 

 

4. Setting the competitive positioning for the product and creating a detailed marketing mix is called:

a. mass marketing.

b. target marketing.

c. market segmentation.

d. marketing positioning.

 

 

5. During which step of the marketing segmentation, targeting, and positioning process

does the firm “develop a marketing mix for each segment?”

a. market segmentation

b. market targeting

c. market positioning

d. The firm does not go through the “development” during any of the above steps.

 

 

6. During one of the steps in the marketing segmentation, targeting, and positioning

process, the marketer develops measures of segment attractiveness. This procedure

belongs in the category of:

a. market segmentation.

b. market targeting.

c. market massing.

d. market positioning.

 

 

7. When companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently with products and services that match their unique needs, they are conducting a ___________________ process.

a. marketing aggregation

b. marketing positioning

c. marketing target

d. marketing segmentation

 

8. Market segmentation can be carried out at several different levels. Which of the

following WOULD NOT BE among these levels?

a. micromarketing

b. segment marketing

c. competition marketing

d. niche marketing

 

9. Another word for complete segmentation is:

a. macromarketing.

b. micromarketing.

c. niche marketing.

d. mass marketing.

 

10. For most of the 20th century, firms practiced which of the following forms of

marketing?

a. mass marketing

b. micromarketing

c. niche marketing

d. segment marketing

 

11. Which of the following marketers epitomized the mass marketing strategy?

a. Henry Ford

b. Bill Gates

c. F.W. Woolworth

d. Thomas A. Edison

 

12.Which of the following statements is closest to the traditional argument for mass marketing?

a. Find a need and fill it.

b. The largest potential market can lead to the lowest costs, which translates into either lower prices or higher margins.

c. The rifle approach rarely hits what it is aiming at.

d. The consumer is king. Long live the king.

 

13.Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments is called _________________.

a. niche marketing

b. mass marketing

c. segment marketing

d. micromarketing

 

14.When General Motors designs specific models for different income and age groups, it is practicing which of the following marketing formats?

a. micromarketing

b. macromarketing

c. mass marketing

d. segment marketing

 

15.Segment marketing offers several benefits over mass marketing. All of the following would be among those benefits EXCEPT:

a. the company can market more efficiently and target its programs toward only those consumers that it can serve best.

b. the company can fine-tune its programs to meet the needs of carefully defined segments.

c. the company can reduce costs because of the ability to sell to customers one-on-one.

d. the company may face fewer competitors if fewer competitors are focusing on the company’s chosen market segment.

 

16.A company is practicing ________________ if it focuses on subsegments with distinctive traits that may seek a special combination of benefits.

a. micromarketing

b. niche marketing

c. mass marketing

d. segment marketing

 

17.As an example of _______________, a company could build sport utility vehicles and direct marketing efforts towards the luxury SUV market (as does Lexus).

a. micromarketing

b. niche marketing

c. mass marketing

d. segment marketing

 

18. American Express offers not only its traditional green cards but also gold cards,

corporate cards, and even a black card, called the Centurian, with a $1,000 annual

fee aimed at a small group of “superpremium customers.” Which of the following

marketing efforts is American Express following with their credit card policies?

a. macromarketing

b. segment marketing

c. niche marketing

d. self-marketing

 

 

 

 

The post marketing mixes appeared first on superioressaypapers.

At one time, firms scattered their marketing efforts (a “shotgun” approach) to reach

consumers. Today, a firm is more likely to use:

a. a “bazooka” approach, where special effects are used to “explode” into the buyer’s

consciousness.

b. a “knife” approach, where the firm tries to “cut” to the most important product

advantage.

c. a “rifle” approach, where the firm focuses on the buyers who have greater

interest in the values that the firm creates best.

d. a “pistol” approach, where the firm realizes that it has multiple chances to gain

consumer interest.

 

2. ________________ is the process of dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.

a. Mass marketing

b. Market segmentation

c. Target marketing

d. Market positioning

 

3. __________________ is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

a. Mass marketing

b. Market segmentation

c. Market targeting

d. Market positioning

 

 

4. Setting the competitive positioning for the product and creating a detailed marketing mix is called:

a. mass marketing.

b. target marketing.

c. market segmentation.

d. marketing positioning.

 

 

5. During which step of the marketing segmentation, targeting, and positioning process

does the firm “develop a marketing mix for each segment?”

a. market segmentation

b. market targeting

c. market positioning

d. The firm does not go through the “development” during any of the above steps.

 

 

6. During one of the steps in the marketing segmentation, targeting, and positioning

process, the marketer develops measures of segment attractiveness. This procedure

belongs in the category of:

a. market segmentation.

b. market targeting.

c. market massing.

d. market positioning.

 

 

7. When companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently with products and services that match their unique needs, they are conducting a ___________________ process.

a. marketing aggregation

b. marketing positioning

c. marketing target

d. marketing segmentation

 

8. Market segmentation can be carried out at several different levels. Which of the

following WOULD NOT BE among these levels?

a. micromarketing

b. segment marketing

c. competition marketing

d. niche marketing

 

9. Another word for complete segmentation is:

a. macromarketing.

b. micromarketing.

c. niche marketing.

d. mass marketing.

 

10. For most of the 20th century, firms practiced which of the following forms of

marketing?

a. mass marketing

b. micromarketing

c. niche marketing

d. segment marketing

 

11. Which of the following marketers epitomized the mass marketing strategy?

a. Henry Ford

b. Bill Gates

c. F.W. Woolworth

d. Thomas A. Edison

 

12.Which of the following statements is closest to the traditional argument for mass marketing?

a. Find a need and fill it.

b. The largest potential market can lead to the lowest costs, which translates into either lower prices or higher margins.

c. The rifle approach rarely hits what it is aiming at.

d. The consumer is king. Long live the king.

 

13.Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments is called _________________.

a. niche marketing

b. mass marketing

c. segment marketing

d. micromarketing

 

14.When General Motors designs specific models for different income and age groups, it is practicing which of the following marketing formats?

a. micromarketing

b. macromarketing

c. mass marketing

d. segment marketing

 

15.Segment marketing offers several benefits over mass marketing. All of the following would be among those benefits EXCEPT:

a. the company can market more efficiently and target its programs toward only those consumers that it can serve best.

b. the company can fine-tune its programs to meet the needs of carefully defined segments.

c. the company can reduce costs because of the ability to sell to customers one-on-one.

d. the company may face fewer competitors if fewer competitors are focusing on the company’s chosen market segment.

 

16.A company is practicing ________________ if it focuses on subsegments with distinctive traits that may seek a special combination of benefits.

a. micromarketing

b. niche marketing

c. mass marketing

d. segment marketing

 

17.As an example of _______________, a company could build sport utility vehicles and direct marketing efforts towards the luxury SUV market (as does Lexus).

a. micromarketing

b. niche marketing

c. mass marketing

d. segment marketing

 

18. American Express offers not only its traditional green cards but also gold cards,

corporate cards, and even a black card, called the Centurian, with a $1,000 annual

fee aimed at a small group of “superpremium customers.” Which of the following

marketing efforts is American Express following with their credit card policies?

a. macromarketing

b. segment marketing

c. niche marketing

d. self-marketing

 

 

19._________________ is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.

a. Niche marketing

b. Micromarketing

c. Segment marketing

d. Mass marketing

 

20. Micromarketing includes:

a. segment marketing and niche marketing.

b. mass marketing and demographic marketing.

c. local marketing and individual marketing.

d. individual marketing and self-marketing.

 

21. ______________ involves tailoring brands and promotions to the needs and wants of specific small groups such as cities, neighborhoods, and even specific stores.

a. Niche marketing

b. Local marketing

c. Detail marketing

d. Individual marketing

 

22.All of the following are considered to be drawbacks of local marketing EXCEPT:

a. it can drive up manufacturing and marketing costs by reducing economies of scale.

b. it can create logistical problems when the company tries to meet varied requirements.

c. it can attract unwanted competition.

d. it can dilute the brand’s overall image.

 

23.________________ is tailoring products and marketing programs to the needs and preferences of individual customers.

a. Niche marketing

b. Local marketing

c. Self-marketing marketing

d. Individual marketing

 

 

24. Individual marketing is known by a variety of names. All of the following would

appropriately be called individual marketing EXCEPT:

a. mono-marketing.

b. one-to-one marketing.

c. customized marketing.

d. markets-of-one marketing.

 

 

25.______________ is the process through which firms interact one-to-one with

masses of customers to create customer-unique value by designing products and

services tailor-made to individual needs.

a. Mass marketing

b. Detail marketing

c. Mass globalization

d. Mass customization

The post create customer-unique value by designing products appeared first on superioressaypapers.

develop the most creative, innovative and profitable entertainment experiences

Your strategic plan must be future-oriented and include the following:

A critique of the company’s mission statement based on the article ‘Mission Statements (Links to an external site.)Links to an external site.’
“The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”
One- to two-sentence vision statement for the company.
An assessment of the targeting and segmentation strategy of the company within its five major segments.
An evaluation of the external environment (industry, market, and the general environment), and the internal situation (core competencies, brand reputation and loyalty, and customer-value proposition) of the company.
A SWOT analysis detailing on the strengths, weaknesses, opportunities, and threats that may affect the organization. Choose three or four areas from your SWOT analysis and explain why the areas you have chosen are essential to your strategic plan.
An assessment of the implications of digital TV and internet-based business models on the strategies of the company.
An evaluation of the factors determined Disney’s international diversification strategies. Use the analytical framework proposed for the study of global media conglomerates (fig 9.4.- page 198 of the textbook).
The final paper / strategic plan:

Must be 12 to 15 double-spaced pages in length (not including title and references pages) and formatted according to APA style.
Must use at least five scholarly sources in addition to the course text. Remember to incorporate information that you have learned from this course as well as your personal experience.
Due no later than Saturday, March 30 midnight ET.

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assessment of the targeting and segmentation strategy

we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”
One- to two-sentence vision statement for the company.
An assessment of the targeting and segmentation strategy of the company within its five major segments.
An evaluation of the external environment (industry, market, and the general environment), and the internal situation (core competencies, brand reputation and loyalty, and customer-value proposition) of the company.
A SWOT analysis detailing on the strengths, weaknesses, opportunities, and threats that may affect the organization. Choose three or four areas from your SWOT analysis and explain why the areas you have chosen are essential to your strategic plan.
An assessment of the implications of digital TV and internet-based business models on the strategies of the company.
An evaluation of the factors determined Disney’s international diversification strategies. Use the analytical framework proposed for the study of global media conglomerates (fig 9.4.- page 198 of the textbook).
The final paper / strategic plan:

Must be 12 to 15 double-spaced pages in length (not including title and references pages) and formatted according to APA style.
Must use at least five scholarly sources in addition to the course text. Remember to incorporate information that you have learned from this course as well as your personal experience.
Due no later than Saturday, March 30 midnight ET.

The post assessment of the targeting and segmentation strategy appeared first on superioressaypapers.

International Finance 4 Questions

I need to have the file Rich Allen Exam-2 . The grading rubric is attached to the essay exam. The text for the class is: International Marketing, 16th edition, by Cateora, Gilly and Graham. This essay test covers chapters 12, 13, 15, 16, & 18. I have uploaded the Instructor’s Manual for these chapters of the textbook as well. They should help by giving you an idea of the textbook content and more of what the answers to the questions should contain.

Please contact me if you have any question or need any additional information.

 

every question’s answer must be arround 3 page or more than 3 pages.

 

and content must be from the atatched textbook and the answers must be like essay

 

please see my student activity i always pay for only for perfect work only so accept only if you can make it perfect

 

The post International Finance 4 Questions appeared first on superioressaypapers.

essay exam.

I need to have the file Rich Allen Exam-2 . The grading rubric is attached to the essay exam. The text for the class is: International Marketing, 16th edition, by Cateora, Gilly and Graham. This essay test covers chapters 12, 13, 15, 16, & 18. I have uploaded the Instructor’s Manual for these chapters of the textbook as well. They should help by giving you an idea of the textbook content and more of what the answers to the questions should contain.

Please contact me if you have any question or need any additional information.

 

every question’s answer must be arround 3 page or more than 3 pages.

 

and content must be from the atatched textbook and the answers must be like essay

 

please see my student activity i always pay for only for perfect work only so accept only if you can make it perfect

The post essay exam. appeared first on superioressaypapers.

segmentation strategy

A critique of the company’s mission statement based on the article ‘Mission Statements (Links to an external site.)Links to an external site.’
“The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”
One- to two-sentence vision statement for the company.
An assessment of the targeting and segmentation strategy of the company within its five major segments.
An evaluation of the external environment (industry, market, and the general environment), and the internal situation (core competencies, brand reputation and loyalty, and customer-value proposition) of the company.
A SWOT analysis detailing on the strengths, weaknesses, opportunities, and threats that may affect the organization. Choose three or four areas from your SWOT analysis and explain why the areas you have chosen are essential to your strategic plan.
An assessment of the implications of digital TV and internet-based business models on the strategies of the company.
An evaluation of the factors determined Disney’s international diversification strategies. Use the analytical framework proposed for the study of global media conglomerates (fig 9.4.- page 198 of the textbook).
The final paper / strategic plan:

Must be 12 to 15 double-spaced pages in length (not including title and references pages) and formatted according to APA style.
Must use at least five scholarly sources in addition to the course text. Remember to incorporate information that you have learned from this course as well as your personal experience.
Due no later than Saturday, March 30 midnight ET.

The post segmentation strategy appeared first on superioressaypapers.

prepare a strategic plan to grow the business over the next three years.

. Your strategic plan must be future-oriented and include the following:

A critique of the company’s mission statement based on the article ‘Mission Statements (Links to an external site.)Links to an external site.’
“The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”
One- to two-sentence vision statement for the company.
An assessment of the targeting and segmentation strategy of the company within its five major segments.
An evaluation of the external environment (industry, market, and the general environment), and the internal situation (core competencies, brand reputation and loyalty, and customer-value proposition) of the company.
A SWOT analysis detailing on the strengths, weaknesses, opportunities, and threats that may affect the organization. Choose three or four areas from your SWOT analysis and explain why the areas you have chosen are essential to your strategic plan.
An assessment of the implications of digital TV and internet-based business models on the strategies of the company.
An evaluation of the factors determined Disney’s international diversification strategies. Use the analytical framework proposed for the study of global media conglomerates (fig 9.4.- page 198 of the textbook).
The final paper / strategic plan:

Must be 12 to 15 double-spaced pages in length (not including title and references pages) and formatted according to APA style.
Must use at least five scholarly sources in addition to the course text. Remember to incorporate information that you have learned from this course as well as your personal experience.
Due no later than Saturday, March 30 midnight ET.

The post prepare a strategic plan to grow the business over the next three years. appeared first on superioressaypapers.