Marketing Note

A Framework for Marketing Management, 6e (Kotler)

Chapter 6   Identifying Market Segments and Targets

1) Which of the following statements about market segmentation is TRUE?

A) It involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.

B) It is a process of evaluating each segment's attractiveness and selecting one or more to enter.

C) It is a process of creating an image or identity of the product in the minds of the target market.

D) It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants.

E) It is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results.

Answer:  D

Diff: 2

LO:  6.1: In what ways can a company divide a consumer or business market into segments?

AACSB:  Reflective thinking

2) Establishing and communicating the distinctive benefit(s) of the company's market offering for each target segment is called ________.

A) market research

B) market positioning

C) marketing effectiveness

D) market segmentation

E) market dominance

Answer:  B

Diff: 1

LO:  6.1: In what ways can a company divide a consumer or business market into segments?

AACSB:  Reflective thinking

3) The process of selecting one or more market segments to enter is called market ________.

A) targeting

B) dominance

C) positioning

D) segmentation

E) research

Answer:  A

Diff: 1

LO:  6.1: In what ways can a company divide a consumer or business market into segments?

AACSB:  Reflective thinking

4) When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

A) differentiated marketing

B) affiliate marketing

C) guerrilla marketing

D) affinity marketing

E) grassroots marketing

Answer:  E

Diff: 3

LO:  6.1: In what...