1. Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers

2. Chapter 7- slide 2 ©2012 Pearson Education, Inc. 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

3. Chapter 7- slide 3 ©2012 Pearson Education, Inc. 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

4. Chapter 7- slide 4 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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

5. Chapter 7- slide 5 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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

6. Chapter 7- slide 6 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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

7. Chapter 7- slide 7 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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

8. Chapter 7- slide 8 ©2012 Pearson Education, Inc. publishing as Prentice Hall. _____ 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

9. Chapter 7- slide 9 ©2012 Pearson Education, Inc. publishing as Prentice Hall. _____ 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

10. Chapter 7- slide 10 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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

11. Chapter 7- slide 11 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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

12. Chapter 7- slide 12 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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

13. Chapter 7- slide 13 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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

14. Chapter 7- slide 14 ©2012 Pearson Education, Inc. publishing as Prentice Hall. _____ 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

15. Chapter 7- slide 15 ©2012 Pearson Education, Inc. publishing as Prentice Hall. _____ 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

16. Chapter 7- slide 16 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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

17. Chapter 7- slide 17 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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

18. Chapter 7- slide 18 ©2012 Pearson Education, Inc. publishing as Prentice Hall. _____ 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

19. Chapter 7- slide 19 ©2012 Pearson Education, Inc. publishing as Prentice Hall. _____ 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

20. Chapter 7- slide 20 ©2012 Pearson Education, Inc. publishing as Prentice Hall. _____ 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

21. Chapter 7- slide 21 ©2012 Pearson Education, Inc. publishing as Prentice Hall. _____ 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

22. Chapter 7- slide 22 ©2012 Pearson Education, Inc. publishing as Prentice Hall. 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. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall