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1、Principles of Marketing, 16 e(Kotler)Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers1) consists of evaluating each market segments attractiveness and selecting one ormore segments to enter.A) PositioningB) Mass customizationC) Market targetingD) Market segmentationE
2、) DifferentiationAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy2) involves dividing a market into smaller segments of buyers with distinct needs,char
3、acteristics, or behaviors that might require separate marketing strategies or mixes.A) Mass customizationB) Market targetingC) Market segmentationD) DifferentiationE) PositioningAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market
4、 segmentation, targeting, differentiation, and positioning.Difficulty: Easy3) involves actually distinguishing the firms market offering to create superiorcustomer value.A) Mass customizationB) DifferentiationC) Market segmentationD) DiversifyingE) TargetingAnswer: BSkill: ConceptObjective: LO 7.1:
5、Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy4) When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of
6、 potential customers for their new line of products, they were engaging in .A) occasion segmentingB) local marketingC) market diversificationD) market targetingE) product positioningAnswer: DAACSB: Analytical thinking; Diverse and multicultural work environmentsSkill: ApplicationObjective: LO 7.1: D
7、efine the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Moderate5) consists of arranging for a market offering to occupy a clear, distinctive, anddesirable place relative to competing products in the minds
8、of target consumers.A) Mass customizationB) PositioningC) SegmentationD) DifferentiationE) TargetingAnswer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and posit
9、ioning.Difficulty: Easy6) Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.Answer: FALSESkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market
10、 segmentation, targeting, differentiation, and positioning.Difficulty: Easy7) The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation.Answer: TRUESkill: ConceptObjective: LO 7.1: Define the major steps in designing a custome
11、r-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy8) What is differentiation?Answer: Differentiation refers to differentiating the market offering to create superior customer value.Skill: ConceptObjective: LO 7.1: Define the major steps in
12、designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy9) Explain the four major steps in designing a customer-driven marketing strategy.Answer: The first step is market segmentation: dividing a market into smaller groups of b
13、uyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments.The second step is market targeting: evaluating each market segments at
14、tractiveness and selecting one or more of the market segments to enter.The third step is differentiation: actually differentiating the firms market offering to create a superior customer value.Finally, the last step is market positioning: arranging for a market offering to occupy a clear, distinctiv
15、e, and desirable place relative to competing products in the minds of consumers. AACSB: Application of knowledge; Written and oral communicationSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation,
16、and positioning.Difficulty: Moderate10) calls for dividing the market into regions, states, counties, cities, or evenneighborhoods.A) Benefit segmentationB) Geographic segmentationC) Demographic segmentationD) Psychographic segmentationE) Occasion segmentationAnswer: BSkill: ConceptObjective: LO 7.2: Lis
