adv 209 quiz 4

Which of the following is true about multivariable segmentation systems? Select one: a.Multiple segmentation bases help identify smaller, better-defined target groups. b.Multiple segmentation rarely involves the use of demographic data. c.Multiple segmentation is ineffective in large markets. d.Marketers often use multiple segmentation bases to control inflation. e.Marketers using multiple segmentation bases tend to ignore smaller markets. Feedback

a

A market segment that is large enough or profitable enough to serve is ________. Select one: a.differentiable b.substantial c.accessible d.measurable e.profitable

b

________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter. Select one: a.Positioning b.Market targeting c.Differentiation d.Market segmentation e.Mass customization

b

________ segments are conceptually distinguishable and respond differently to different marketing mix elements and programs. Select one: a.Complex b.Homogeneous c.Differentiable d.Measurable e.Competitive

c

Which of the following is a disadvantage of using a differentiated marketing strategy? Select one: a.generates far lower sales compared to an undifferentiated marketing strategy b.customer loyalty is negatively impacted and difficult to obtain c.product safety decreases d.quality control problems increase e.the costs of doing business increase

e

Marketers usually limit their segmentation analysis to only one major variable. Select one: True False

false

Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each. Select one: True False

false

Using an undifferentiated marketing strategy, a firm decides to target several market segments and designs separate offers for each. Select one: True False

false

Niche marketing involves tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores. Select one: True False

true

The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation. Select one: True False

true