Question

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.

Answers:	micromarketing
	segmented marketing
	undifferentiated marketing
	niche marketing
	global marketing

· Question 2

 

Cupcake Gourmet, a high-end bakery in Manhattan, segments its customers according to those who frequent their store regularly, those who visit infrequently, and those who have never visited. This is an example of usage-rate segmentation.

Answers:	True
	False

· Question 3

 

A segment is more attractive if it is easy for new competitors to enter the market.

Answers:	True
	False

· Question 4

 

Demographic factors are the most popular bases for segmenting customer groups.

Answers:	True
	False

· Question 5

 

Argonaut Food Stores, a retail giant, hires better-skilled employees than its competitors by employing strategic recruitment practices. It also conducts highly specialized training programs for its employees. In this case, Argonaut has focused on gaining a strong competitive advantage through ________ differentiation.

Answers:	services
	product
	image
	channel
	people

· Question 6

 

Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely segments include hunters, campers, and boaters. What is this segmentation method called?

Answers:	user status
	usage rate
	psychographic
	behavioral
	benefit

· Question 7

 

Which of the following is an approach where firms target a whole market based on common consumer needs?

Answers:	micromarketing
	geographic segmentation
	concentrated marketing
	undifferentiated marketing
	demographic segmentation

· Question 8

 

A company or brand image should convey a product's distinctive benefits and position.

Answers:	True
	False

· Question 9

Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation.

Answers:	True
	False

· Question 10

A brand difference is said to be preemptive if ________.

Answers:	the difference is communicable
	the difference can be introduced profitably
	buyers can afford to pay for the difference
	the difference is beneficial to customers
	competitors cannot easily copy the difference