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| 1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________. |
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| 2) What are the four steps, in order, to designing a customer-driven marketing strategy? |
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| C) market segmentation, targeting, differentiation, and positioning |
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| 3) Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs. |
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A) efficiently
B) effectively |
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| 4) Even though several options are available at any one time, there ________ to segment a market. |
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| 5) Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation. |
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| 6) Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use? |
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| 7) Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it? |
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| 8) Demographic variables are so frequently used in market segmentation because they ________. |
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| D) are easy to measure in comparison to many other methods |
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| 9) Marketers must be most careful to guard against which of the following when using age and life cycle segmentation? |
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| 10) When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely using which type of segmentation? |
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| 11) Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation? |
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| 12) The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation. |
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| 13) Many marketers believe that which of the following variables are the best starting point for building marketing segments? |
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| 14) Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item? |
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| 15) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________. |
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| 16) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________. |
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| 17) By studying its less loyal buyers, a company can detect which brands are most ________ its own. |
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| 18) Many firms make an effort to identify smaller, better-defined target groups by using ________. |
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| C) multiple segmentation bases |
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| 19) Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________. |
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| 20) As in consumer segmentation, many marketers believe that ________ and ________ segmentation provide the best basis for segmenting business markets. |
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| C) benefits; buying behavior |
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| 21) International Drilling Company segments its foreign markets by their overall level of economic development. This firm segments on what basis? |
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| 22) Lexus targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________. |
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| A) intermarket segmentation |
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| 23) When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________. |
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| 24) When a business market segment is large or profitable enough to serve, it is termed ________. |
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| 25) When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________. |
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| 26) You have discovered that the segments you are targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. These segments are ________. |
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| 27) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one? |
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