Chapter Seven

Customer-Driven Marketing Strategy:

Creating Value for Target Customers

Copyright © 2009 Pearson Education, Inc.  

Chapter 7- slide 1
Publishing as Prentice Hall
 _____ consists of evaluating the attractiveness of
different market segments and selecting one or
more market segments to enter.
1.Market segmentation
2.Market targeting
3.Positioning
4.Differentiation

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 2
 _____ consists of evaluating the attractiveness of
different market segments and selecting one or
more market segments to enter.
1.Market segmentation
2.Market targeting
3.Positioning
4.Differentiation

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 3
 Which of the following divides buyers into
segments based on their knowledge, attitudes,
uses, or responses to a product?
1.Behavioral segmentation
2.Psychographic segmentation
3.Demographic segmentation
4.Gender segmentation

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 4
 Which of the following divides buyers into
segments based on their knowledge, attitudes,
uses, or responses to a product?
1.Behavioral segmentation
2.Psychographic segmentation
3.Demographic segmentation
4.Gender segmentation

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 5
 If men and women respond similarly to marketing
efforts for computers, they do not constitute
separate segments. In this sense, these segments
are not _____.
1.feasible
2.manageable
3.reliable
4.differentiable

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 6
 If men and women respond similarly to marketing
efforts for computers, they do not constitute
separate segments. In this sense, these segments
are not _____.
1.feasible
2.manageable
3.reliable
4.differentiable

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 7
 _____ divides buyers into different segments
based on social class, lifestyle, or personality
characteristics.
1.Behavioral segmentation
2.Psychographic segmentation
3.Demographic segmentation
4.Gender segmentation

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 8
 _____ divides buyers into different segments
based on social class, lifestyle, or personality
characteristics.
1.Behavioral segmentation
2.Psychographic segmentation
3.Demographic segmentation
4.Gender segmentation

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 9
 Which of the following involves going after a large
share of one or a few smaller segments or niches?
1.Micromarketing
2.Differentiated marketing
3.Concentrated marketing
4.Undifferentiated marketing

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 10
 Which of the following involves going after a large
share of one or a few smaller segments or niches?
1.Micromarketing
2.Differentiated marketing
3.Concentrated marketing
4.Undifferentiated marketing

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 11
 Using a _____ strategy, a firm decides to target
several market segments and designs separate
offers for each.
1.micromarketing
2.differentiated marketing
3.concentrated marketing
4.undifferentiated marketing

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 12
 Using a _____ strategy, a firm decides to target
several market segments and designs separate
offers for each.
1.micromarketing
2.differentiated marketing
3.concentrated marketing
4.undifferentiated marketing

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 13
 _____ involves tailoring products and marketing
programs to the needs and wants of specific
individuals and local customer segments.
1.Micromarketing
2.Differentiated marketing
3.Undifferentiated marketing
4.Concentrated marketing

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 14
 _____ involves tailoring products and marketing
programs to the needs and wants of specific
individuals and local customer segments.
1.Micromarketing
2.Differentiated marketing
3.Undifferentiated marketing
4.Concentrated marketing

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 15
 Which of the following has been labeled as one-
to-one marketing, mass customization, and
markets-of-one marketing?
1.Individual marketing
2.Local marketing
3.Differentiated marketing
4.Micromarketing

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 16
 Which of the following has been labeled as one-
to-one marketing, mass customization, and
markets-of-one marketing?
1.Individual marketing
2.Local marketing
3.Differentiated marketing
4.Micromarketing

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 17
 _____ positioning involves meeting consumers’
lower performance or quality requirements at a
much lower price.
1.Same for less
2.More for the same
3.Less for much less
4.More for more

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 18
 _____ positioning involves meeting consumers’
lower performance or quality requirements at a
much lower price.
1.Same for less
2.More for the same
3.Less for much less
4.More for more

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 19
 _____ is the full positioning of a brand—the full
mix of benefits on which it is positioned.
1.Media mix
2.Value proposition
3.Perceptual map
4.Psychographic analysis

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 20
 _____ is the full positioning of a brand—the full
mix of benefits on which it is positioned.
1.Media mix
2.Value proposition
3.Perceptual map
4.Psychographic analysis

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 21
 All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2012 Pearson Education, Inc.  

Publishing as Prentice Hall

©2012 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 7- slide 22