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Copyright 漏 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target
Customers
1) When a company identifies the parts of the market it can serve best and most
profitably, it is practicing ________.
A) concentrated marketing
B) mass marketing
C) market targeting
D) segmenting
E) differentiation
Answer: C
Diff: 2
Page Ref: 191
Skill: Concept
Objective: 7-1
2) What are the four steps, in order, to designing a customer-driven marketing
strategy?
A) market segmentation, differentiation, positioning, and targeting
B) positioning, market segmentation, mass marketing, and targeting
C) market segmentation, targeting, differentiation, and positioning
D) market alignment, market segmentation, differentiation, and market positioning
E) market recognition, market preference, market targeting, and market insistence
Answer: C
Diff: 2
Page Ref: 191
Skill: Concept
Objective: 7-1
3) Which type of segmentation centers on the use of the word
when,
such as
when
consumers get the idea to buy,
when
they actually make their purchase, or
when
they
use the purchased item?
A) behavioral
B) psychographic
C) occasion
D) impulse
E) emergency
Answer: C
Diff: 2
Page Ref: 196
Skill: Concept
Objective: 7-2