chapter 7 Marketing quiz

Market segments that can be effectively reached and served are _______________

accessible

When an effective marketing program can be designed for attracting and serving a particular segment, the segment is the best described as __________

actionable

Shine Enterprises mass produces an all-purpose floor cleaner which is aimed at the whole market. This firm uses a(n) ________ marketing strategy.

Undifferentiated

Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods. This is an example of ________________

Geographic segmentation

Evaluating each market segment's attractiveness and selecting one or more of the market segments to enter is called:

Market targeting

A public relations firm tailors its advertising and promotional services according to the needs and preferences of each of its customers. This exemplifies _______________

individual marketing

Which of the following marketing strategies is most suitable for smaller firms with limited resources?

niche marketing

Apex describes its clothing line as, "Elegance and attitude, now as one. For the daily office-goer, who takes pride in what he or she wears everyday, Apex makes sure you get noticed." This exemplifies a ________.

positioning statement

The Jay Group hires better employees than the competition by conducting lengthy searches and interviews. Management also trains employees much better than competitors do. The Jay Group has gained a strong competitive advantage through which type of differentiation? A) image B) people C) services D) product E) channel

services differentiation

A market segment that is large enough or profitable enough to serve is ________________

substantial