Chapter 8: Identifying Market Segments and Targets

GENERAL CONCEPT QUESTIONS

Multiple Choice

1. Instead of scattering their marketing effort (a “shotgun” approach), many companies are now embracing target marketing where the focus is on those consumers that they have thegreatest chance of satisfying (a ________ approach) with their products and services.

a. “rifle”

b. “focused”

c. “niche”

d. “macro”

e. “micro”

2. In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers.

a. group

b. mass

c. general

d. segmented

e. differentiated

3. The argument for ________ marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher margins.

a. niche

b. micro

c. macro

d. differentiated

e. mass

4. A ________ consists of a group of customers who share a similar set of needs and wants.

a. market target

b. market group

c. market slice

d. market segment

e. market level

5. A ________ consists of two parts: a naked solution and discretionary options.

a. differentiated market offering

b. flexible market offering

c. rigid market offering

d. vertical market offering

e. horizontal market offering

6. If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern.

a. homogeneous

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