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Your Results for: "Concept Check Quiz"

Site Title: Marketing Management, 13/e

Book Title: Marketing Management, 13/e

Book Author: Kotler

Location on Site: Chapter 8: Identifying Market Segments and

Targets > Concept Check Quiz

Date/Time February 7, 2011 at 9:54 PM (UTC/GMT)

Submitted:

1.

Summary of Results

95% Correct o f 20 Scored items:

19 Correct:

1 Incorrect:

9 5%

5%

2 questions not scored. 20 scored questions.

More information about scoring

In _____ marketing, the seller engages in the production, distribution, and promotion of one

product for all buyers.

Your Answer: mass

Correct

A _____ is a more narrowly defined customer group seeking a distinctive mix of benefits.

2.

Your Answer: niche

Correct

_____ marketing reflects a growing trend called grassroots marketing.

3.

Your Answer: Local

Correct

4.

_____ combines operationally driven mass customization with customized marketing in a way

that empowers consumers to design the product and service offering of their choice.

Your Answer: Customerization

Correct

5.

_____ segmentation calls for dividing the market into groups based on age, family, size,

family life cycle, gender, income, etc.

Your Answer: Demographic

Correct

2/7/2011 3:55 PM

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In _____ segmentation, buyers are divided into groups on the basis of their knowledge of,

attitude toward, use of, or response to a product.

Your Answer: behavioral

Correct

A _____ is a set of segments sharing some exploitable similarity.

7.

Your Answer: supersegment

Correct

8.

In _____ specialization a firm selects a number of segments, each objectively attractive and

appropriate.

Your Answer: selective

Correct

9.

With ________ the firms makes a certain product that it sells to several...