Marketing Management, 14e (Kotler/Keller)
Chapter 8 Identifying Market Segments and Targets
1) Which of the following statements about market segmentation is true?
A) It involves changing the identity of a product, relative to the identity of competing products,
in the collective minds of the target market.
B) It is a process of evaluating each segment's attractiveness and selecting one or more to enter.
C) It is a process of creating an image or identity of the product in the minds of the target market.
D) It is a process of identifying and profiling distinct groups of buyers who differ in their needs
and wants.
E) It is the quality of how marketers go to market with the goal of optimizing their spending to
achieve good results.
Answer: D
Page Ref: 213
Objective: 2
Difficulty: Moderate
2) Establishing and communicating the distinctive benefit(s) of the company's market offering,
for each target segment is called ________.
A) market research
B) market positioning
C) marketing effectiveness
D) market segmentation
E) market dominance
Answer: B
Page Ref: 213
Objective: 2
Difficulty: Easy
3) The process of selecting one or more market segments to enter is called ________.
A) market targeting
B) market dominance
C) market positioning
D) market segmentation

E) market research
Answer: A
Page Ref: 213
Objective: 2
Difficulty: Easy

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4) A ________ consists of a group of customers who share a similar set of needs and wants.
A) vertical marketing system
B) market basket
C) market share
D) market segment
E) market level
Answer: D
Page Ref: 214
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
5) Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are
sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of
________ segmentation.
A) demographic
B) behavioral
C) psychographic
D) geographic
E) cultural
Answer: D

Page Ref: 214
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
6) When Nike attempts to get close to its customers at the local level by sponsoring local school
teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the
following marketing formats?
A) differentiated marketing
B) affiliate marketing
C) guerrilla marketing
D) affinity marketing
E) grassroots marketing
Answer: E
Page Ref: 214
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

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7) Regardless of the type of segmentation scheme used, the key is adjusting the marketing
program to recognize ________.
A) the level of disposable income earned by the target group
B) customer differences
C) the cost-benefit relationship of narrowing the target market
D) customer complaints
E) saturated markets
Answer: B

Page Ref: 214
Objective: 2
Difficulty: Easy
8) If a marketer decides to segment a market based on neighborhoods, the marketer will have
chosen the ________ method of segmentation.
A) demographic
B) psychographic
C) geographic
D) cultural
E) behavioral
Answer: C
Page Ref: 214
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
9) If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoororiented groups, he or she is segmenting on the basis of ________.
A) loyalty status
B) behavioral occasions
C) user status
D) psychographic lifestyle
E) readiness stage
Answer: D
Page Ref: 215
Objective: 2
AACSB: Analytic skills
Difficulty: Easy

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10) Robert is the owner of an automobile manufacturing company. He calls for a board meeting
and tells his directors that he wants to build a car that lets the users experience power and
exhilaration. He tells them that the car must allow his users to soar from 0-60 mph in about 4
seconds. He also adds in that the price of the car must be affordable enough for anybody making
a good salary. In accordance with the given scenario, Robert is trying to segment the market on
the basis of ________.
A) occupation
B) family size
C) benefits
D) nationality
E) user status
Answer: C
Page Ref: 215
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
11) If a marketing researcher uses such names (categories) as Blue Blood Estates, Winner's
Circle, Hometown Retired, or Shotguns and Pickups, when doing segmentation research, the
marketing researcher is using ________ clusters.
A) PRIZM
B) behavioral
C) psychographic
D) demographic
E) VALS
Answer: A
Page Ref: 215
Objective: 2
Difficulty: Easy
12) Pampers divides its market demographically on the basis of ________ into prenatal, new

baby, baby, toddler, and preschooler.
A) life stage
B) gender
C) age
D) income
E) social class
Answer: C
Page Ref: 216
Objective: 2
AACSB: Analytic skills
Difficulty: Easy

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13) According to PRIZM, the ________ cluster is characterized as being in their late forties and
fifties, college-educated, upper-middle-class homeowners that married late, and are still raising
children in comfortable suburban subdivisions and pursuing kid-centered lifestyles.
A) cosmopolitans
B) beltway boomers
C) young digerati
D) winner's circle
E) old milltowns
Answer: B
Page Ref: 216
Objective: 2
AACSB: Reflective thinking
Difficulty: Easy
14) According to PRIZM, the ________ cluster is characterized by educated, midscale, and

multiethnic, urbane couples in America's fast-growing cities. Concentrated in a handful of metros
such as Las
Vegas, Miami, and Albuquerque, these households feature older home owners, empty nesters,
and college graduates.
A) beltway boomers
B) old milltowns
C) cosmopolitans
D) young digerati
E) winner's circle
Answer: C
Page Ref: 216
Objective: 2
Difficulty: Easy
15) According to PRIZM, the ________ cluster is characterized as the nation's tech-savvy singles
and couples, living in areas typically filled with trendy apartments and condos, fitness clubs and
clothing boutiques, casual restaurants, and all types of bars-from juice to coffee to microbrew.
A) beltway boomers
B) old milltowns
C) young digerati
D) cosmopolitans
E) winner's circle
Answer: C
Page Ref: 216
Objective: 2
Difficulty: Easy

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16) According to PRIZM, the ________ cluster is characterized by retired singles and couples,
living on downscaled incomes in pre-1960 homes and apartments, who enjoy gardening, sewing,
socializing at veterans clubs, and eating out at casual restaurants.
A) old milltowns
B) young digerati
C) winner's circle
D) beltway boomers
E) cosmopolitans
Answer: A
Page Ref: 216
Objective: 2
Difficulty: Easy
17) Those who favor localized marketing see national advertising as wasteful because ________.
A) it gets too up close and personal with consumers
B) it drives up manufacturing and marketing costs by reducing economies of scale
C) it magnifies logistical problems
D) it fails to address local needs
E) it sends conflicting marketing messages
Answer: D
Page Ref: 216
Objective: 2
AACSB: Reflective thinking
Difficulty: Moderate
18) Newlyweds in the United States buy more in the first six months than an established
household does in five years. Newlyweds are an example of a(n) ________ segment.
A) life stage
B) age
C) behavior
D) user status
E) income

Answer: A
Page Ref: 217
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

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19) Jose and Erika have just divorced. Which of the following demographic segmentation
subsegment formats might be used by marketers to reach Jose or Erika?
A) life stage
B) benefits
C) age segment
D) personality type
E) social class
Answer: A
Page Ref: 217
Objective: 2
AACSB: Reflective thinking
Difficulty: Easy
20) ________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced
between average middle-market and superpremium old luxury brands and are also based on
emotions.
A) Old Luxury brand extensions
B) Accessible superpremium products
C) Luxury items
D) Hourglass products
E) Masstige goods

Answer: E
Page Ref: 218
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
21) ________ are products such as the Mercedes Benz C-class and the American Express Blue
card, that
extend historically high-priced brands down-market while retaining their cachet.
A) Hourglass products
B) Mass market products
C) Old Luxury brand extensions
D) Masstige goods
E) Accessible superpremium products
Answer: C
Page Ref: 218
Objective: 2
Difficulty: Easy

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22) Which of the following statements about Gen Yers is true?
A) They are selective, confident, and impatient.
B) They are more likely to associate retirement with "the beginning of the end".
C) They are more pragmatic and individualistic.
D) They were born between 1964 and 1978.
E) They were the first generation to find surpassing their parents' standard of living a serious
challenge.
Answer: A

Page Ref: 219
Objective: 2
Difficulty: Easy
23) Rock band Foo Fighters created a digital street team that sends targeted e-mail messages to
members who receive exclusive news, previews, and opportunities to win prizes. The Foo
Fighters are using ________ to reach Generation Y.
A) student ambassadors
B) unconventional sports
C) cool events
D) computer games
E) online buzz
Answer: E
Page Ref: 220
Objective: 2
AACSB: Reflective thinking
Difficulty: Easy
24) If a marketing manager employs such marketing techniques as online buzz, student
ambassadors, cool events, and street teams to reach target markets, the manager is most likely
appealing to the ________ market.
A) Generation Z
B) Generation X
C) Generation Y
D) Silent generation
E) Baby boomers
Answer: C
Page Ref: 220
Objective: 2
AACSB: Communications
Difficulty: Easy


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25) As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth
Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American
Legacy Foundation is using ________ to reach Generation Y.
A) computer games
B) street teams
C) unconventional sports
D) online buzz
E) videos
Answer: B
Page Ref: 221
Objective: 2
Difficulty: Easy
26) Which of the following statements about Gen Xers is true?
A) Gen Xers are more optimistic and team-oriented.
B) Gen Xers are selective, confident, and impatient.
C) Gen Xers are highly socially conscious and concerned about environmental issues.
D) Gen Xers feel self-sufficiency and the ability to handle any circumstance are key.
E) Technology is a barrier for Gen Xers.
Answer: D
Page Ref: 221
Objective: 2
Difficulty: Easy
27) Which of the following statements accurately describes what demographers are calling the
"boom-boom effect"?
A) consumers are demanding more "bang for their buck"
B) Baby boomers still rule the marketplace

C) Generation Y and their concern about environmental issues will dominate the market in the
future
D) products that appeal to 21-year-olds also appeal to baby boomers
E) companies must gain success quickly
Answer: D
Page Ref: 221
Objective: 2
Difficulty: Moderate

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28) ________ is the science of using psychology and demographics to better understand
consumers.
A) Psychographics
B) Interactionism
C) Clustering
D) Demographic transition
E) Customerization
Answer: A
Page Ref: 225
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
29) According to the VALS segmentation system, ________ are successful, sophisticated, active,
"take-charge" people with high self-esteem. Their purchases often reflect cultivated tastes for
relatively upscale, niche-oriented products and services.
A) innovators
B) thinkers

C) achievers
D) experiencers
E) believers
Answer: A
Page Ref: 226
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
30) According to the VALS segmentation system, ________ are successful, goal-oriented people
who focus on career and family. They favor premium products that demonstrate success to their
peers.
A) thinkers
B) innovators
C) achievers
D) believers
E) experiencers
Answer: C
Page Ref: 226
Objective: 2
Difficulty: Easy

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31) According to the VALS segmentation framework, consumers primarily motivated by ideals
are guided by ________.
A) knowledge
B) social activity
C) products that demonstrate success to their peers

D) variety
E) risk
Answer: A
Page Ref: 226
Objective: 2
Difficulty: Easy
32) Kim is a young professional who enjoys snowboarding and going to rock concerts with her
friends. According to the VALS eight-part typology segmentation system, Kim is best described
as a(n) ________.
A) thinker
B) achiever
C) experiencer
D) striver
E) survivor
Answer: C
Page Ref: 226
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
33) Mature and reflective people who seek durability, functionality, and value in products are
most likely to be categorized as ________ in the VALS system.
A) innovators
B) thinkers
C) achievers
D) experiencers
E) strivers
Answer: B
Page Ref: 226
Objective: 2
AACSB: Analytic skills

Difficulty: Easy

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34) A hardware store is interested in reaching people who are characterized by the VALS system
as being practical, down-to-earth, and self-sufficient, who like to work with their hands, or the
________ category.
A) believers
B) strivers
C) survivors
D) experiencers
E) makers
Answer: E
Page Ref: 227
Objective: 2
AACSB: Reflective thinking
Difficulty: Easy
35) According to the VALS segmentation system, ________ are considered to be elderly, passive
people who are concerned about change and are loyal to their favorite brands.
A) believers
B) strivers
C) makers
D) survivors
E) experiencers
Answer: D
Page Ref: 227
Objective: 2
AACSB: Analytic skills

Difficulty: Easy
36) According to the VALS segmentation system, ________ are considered to be trendy and funloving people who are resource-constrained. They favor stylish products that emulate the
purchases of those with greater material wealth.
A) strivers
B) survivors
C) experiencers
D) makers
E) believers
Answer: A
Page Ref: 227
Objective: 2
Difficulty: Easy

12
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37) According to the VALS segmentation system, ________ are conservative, conventional, and
traditional
people with concrete beliefs. They prefer familiar, U.S.-made products and are loyal to
established brands.
A) survivors
B) strivers
C) believers
D) makers
E) innovators
Answer: C
Page Ref: 227
Objective: 2
Difficulty: Easy

38) Dennis requests his father to buy him a PlayStation® for his birthday. With respect to
consumer decision roles, which role is Dennis currently playing?
A) initiator
B) influencer
C) decider
D) buyer
E) gatekeeper
Answer: A
Page Ref: 227
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
39) The key to attracting potential users, or even possibly nonusers, is ________.
A) understanding the reasons they are not using
B) offering financial incentives for first-time use
C) increasing the usage rate of existing users
D) developing a new product that better meets their needs
E) increasing advertising expenditures
Answer: A
Page Ref: 228
Objective: 2
AACSB: Reflective thinking
Difficulty: Easy

13
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40) The sale of turkeys in the United States is highest in mid-to late November, as people buy
turkeys to serve at Thanksgiving. Grocery stores who specifically advertise turkeys at this time

of year are segmenting on the basis of ________.
A) benefits
B) user status
C) buyer-readiness stage
D) demographics
E) occasion
Answer: E
Page Ref: 228
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
41) Linda was buying all her groceries from Home Needs supermarket for the past 5 years. She
recently
came across The Convenience Store, another supermarket just a few miles away from her place
and started buying her groceries from them. Linda can be best described as ________.
A) a split loyal
B) an antiloyal
C) a shifting loyal
D) a hard-core loyal
E) a switcher
Answer: C
Page Ref: 228
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
42) When Amy goes shopping for clothes, she goes into every store in the mall looking for the
best deal. She
is very price conscious. On the basis of loyalty status, Amy can be described as ________.
A) a switchcer
B) a split loyal

C) a shifting loyal
D) a hard-core loyal
E) an antiloyal
Answer: A
Page Ref: 228
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

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43) Mothers-to-be are potential users who will turn into heavy users of infant products and
services. By targeting mothers-to-be as future heavy users, producers of these products and
services are segmenting consumers on the basis of ________.
A) attitude
B) buyer-readiness stage
C) loyalty status
D) user status
E) benefits
Answer: D
Page Ref: 228
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
44) If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be
described as being among the ________.
A) switchers
B) shifting loyals

C) split loyals
D) hard-core loyals
E) antiloyals
Answer: C
Page Ref: 228
Objective: 2
Difficulty: Easy
45) Pete always buys Purina dog food for his dog because he believes that it is the best value for
the nutritional content. Pete's loyalty status is best described as ________.
A) split loyal
B) shifting loyal
C) consistent loyal
D) hard-core loyal
E) switcher
Answer: D
Page Ref: 228
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

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46) A company can learn a great deal by analyzing the degrees of brand loyalty. For example,
________ can show the firm which brands are most competitive with its own.
A) hard-core loyals
B) split loyals
C) shifting loyals
D) switchers

E) antiloyals
Answer: B
Page Ref: 228
Objective: 2
AACSB: Reflective thinking
Difficulty: Easy
47) A company can learn a great deal by analyzing the degrees of brand loyalty. For example,
________ can
help identify the products' strengths.
A) switchers
B) split loyals
C) antiloyals
D) shifting loyals
E) hard-core loyals
Answer: E
Page Ref: 228
Objective: 2
Difficulty: Easy
48) If a marketer is seeking to segment a business market, which of the following variables is
generally felt to be the most important?
A) personal characteristics
B) demographic variables
C) situational factors
D) operating variables
E) purchasing approaches
Answer: B
Page Ref: 230
Objective: 4
AACSB: Analytic skills
Difficulty: Easy


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49) In segmenting its markets, an aluminum company first looked at which end-use market to
serve: automobile, residential, or beverage containers. This is an example of ________.
A) macrosegmentation
B) microsegmentation
C) geographic segmentation
D) global segmentation
E) short-term segmentation
Answer: A
Page Ref: 230
Objective: 4
AACSB: Analytic skills
Difficulty: Easy
50) A marketer is interested in segmenting a business market on ________ if the marketer
intends to segment the market based on industries and geographical areas to serve.
A) demographic variables
B) situational factors
C) operating variables
D) purchasing approaches
E) personal characteristics
Answer: A
Page Ref: 230
Objective: 4
Difficulty: Easy
51) A marketer is interested in segmenting a business market based on urgency of delivery and
the size of the order. Which of the following major segmentation variables would the marketer

most likely use to assist with the task?
A) purchasing approaches
B) situational factors
C) operating variables
D) personal characteristics
E) demographic variables
Answer: B
Page Ref: 230
Objective: 4
Difficulty: Easy

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52) A marketer is interested in segmenting a business market based on technology and customer
capabilities. Which of the following major segmentation variables would the marketer most
likely use to assist with the task?
A) demographic variables
B) purchasing approaches
C) situational factors
D) personal characteristics
E) operating variables
Answer: E
Page Ref: 230
Objective: 4
AACSB: Analytic skills
Difficulty: Easy
53) A marketer is interested in segmenting a business market on ________ if the marketer
intends to eventually segment the market based on loyalty and attitudes toward risk.

A) situational factors
B) purchasing approaches
C) personal characteristics
D) operating variables
E) demographic variables
Answer: C
Page Ref: 230
Objective: 4
Difficulty: Easy
54) A marketer interested in segmenting a business market based on ________ intends to
eventually segment the market based on power structure and nature of existing relationship.
A) situational factors
B) purchasing approaches
C) personal characteristics
D) operating variables
E) demographic variables
Answer: B
Page Ref: 230
Objective: 4
AACSB: Analytic skills
Difficulty: Easy

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55) A company can be said to have used ________ if the company distinguished among
customers buying on the basis of price, service, and quality.
A) global segmentation
B) microsegmentation

C) short-term segmentation
D) macrosegmentation
E) geographic segmentation
Answer: B
Page Ref: 230- 231
Objective: 4
Difficulty: Easy
56) During which step of the segmentation process would the marketer group customers into
segments based on similar needs and benefits sought by the customer in solving a particular
consumption problem?
A) Step 2—segment identification
B) Step 3—segment attractiveness
C) Step 6—segment "acid test"
D) Step 1—needs-based segmentation
E) Step 7—marketing-mix strategy
Answer: D
Page Ref: 231
Objective: 3
AACSB: Reflective thinking
Difficulty: Easy
57) If an organization's marketing department wished to create "segment storyboards" to test the
attractiveness of each segment's positioning strategy, this action would most likely occur in the
________ step of the segmentation process.
A) needs-based segmentation
B) segment identification
C) segment profitability
D) segment "acid test"
E) marketing-mix strategy
Answer: D
Page Ref: 231

Objective: 3
AACSB: Analytic skills
Difficulty: Easy

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58) In the ________ step of the market segmentation process, the marketer evaluates the segment
using criteria such as market growth and market access.
A) need-based segmentation
B) segment identification
C) segment attractiveness
D) segment profitability
E) segment "acid test"
Answer: C
Page Ref: 231
Objective: 3
Difficulty: Easy
59) In the ________ step of the market segmentation process, the marketer determines which
demographics, lifestyles, and usage behaviors make each needs-based segment distinct and
identifiable.
A) segment "acid test"
B) segment attractiveness
C) segment profitability
D) need-based segmentation
E) segment identification
Answer: E
Page Ref: 231
Objective: 3

Difficulty: Easy
60) A ________ consists of two parts: a naked solution and discretionary options.
A) differentiated market offering
B) flexible market offering
C) rigid market offering
D) vertical market offering
E) horizontal market offering
Answer: B
Page Ref: 231
Objective: 4
AACSB: Analytic skills
Difficulty: Easy

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61) According to the ________ criterion for useful market segments, a segment should be the
largest possible homogenous group worth going after with a tailored marketing program.
A) measurable
B) substantial
C) accessible
D) differentiable
E) actionable
Answer: B
Page Ref: 231
Objective: 3
AACSB: Analytic skills
Difficulty: Easy
62) Anderson and Mervin have urged marketers to present flexible market offerings to all

members of a segment. A flexible market offering consists of two parts. Which part contains the
product and service elements that all segment members value?
A) naked solution
B) discretionary solution
C) maximum solution
D) pseudo solution
E) virtual solution
Answer: A
Page Ref: 231
Objective: 4
AACSB: Analytic skills
Difficulty: Easy
63) If your assignment was to create a value proposition and product-price positioning strategy
for each segment, based on the segment's unique customer needs and characteristics, you would
be in which of the following steps of the segmentation process?
A) needs-based segmentation
B) segment identification
C) segment attractiveness
D) segment positioning
E) segment "acid-test"
Answer: D
Page Ref: 231
Objective: 3
AACSB: Analytic skills
Difficulty: Easy

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64) In evaluating different market segments, the firm must look at two factors: the segment's
overall attractiveness and ________.
A) the company's objectives and resources
B) the effectiveness of the suppliers
C) the flexibility of legal rules governing the business
D) the socio-economic infrastructure
E) the global nature of the product
Answer: A
Page Ref: 232
Objective: 1
AACSB: Reflective thinking
Difficulty: Easy
65) To meet the ________ criterion of useful market segments, it must be possible to formulate
effective programs for attracting and serving the segments.
A) measurable
B) substantial
C) accessible
D) differentiable
E) actionable
Answer: E
Page Ref: 232
Objective: 3
AACSB: Analytic skills
Difficulty: Easy
66) If married and unmarried women respond similarly to a sale on perfume, these hypothetical
segments fail the ________ criterion for useful market segments.
A) measurable
B) substantial
C) accessible
D) differentiable

E) actionable
Answer: D
Page Ref: 232
Objective: 3
Difficulty: Easy

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67) Which of the following statements is true about the five forces identified by Michael Porter,
that
determine the intrinsic long-run attractiveness of a market or market segment?
A) A segment is unattractive if the company's suppliers are unable to raise prices or reduce
quantity supplied.
B) A segment is unattractive if buyers possess strong or growing bargaining power.
C) A segment is attractive when there are actual or potential substitutes for the product.
D) A segment is attractive if it already contains numerous, strong, or aggressive competitors.
E) The most attractive segment is one in which entry barriers are low and exit barriers are high.
Answer: B
Page Ref: 232
Objective: 5
Difficulty: Moderate
68) In ________ marketing, the firm ignores segment differences and goes after the whole
market with one offer.
A) niche
B) mass
C) guerrilla
D) segmented
E) differentiated

Answer: B
Page Ref: 233
Objective: 1
AACSB: Analytic skills
Difficulty: Easy
69) If a marketing manager observes that his or her market shows no natural segments and
consumers seem to have roughly the same preferences, the marketing manager will most likely
be faced with a ________ preferences pattern.
A) homogeneous
B) heterogeneous
C) diffused
D) clustered
E) scattered
Answer: A
Page Ref: 233
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate

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70) In ________ marketing, the firm operates in several market segments and designs different
products for each segment.
A) individual
B) undifferentiated
C) differentiated
D) concentrated
E) niche

Answer: C
Page Ref: 233
Objective: 1
Difficulty: Easy
71) General Motors, a leading American multinational automaker, sells cars for every purpose,
purse, and personality. This is an example of ________ marketing.
A) undifferentiated
B) differentiated
C) concentrated
D) niche
E) micro
Answer: B
Page Ref: 233
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate
72) Coca Cola's original marketing strategy that offered a single drink Coca Cola Classic in a
single sized
bottle with the advertising theme "Coke is it," is an example of ________ marketing.
A) concentrated
B) niche
C) differentiated
D) micro
E) undifferentiated
Answer: E
Page Ref: 233
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate


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73) Marketers usually identify niches by ________.
A) dividing a segment into subsegments
B) conducting VALS tests
C) allowing consumers to gravitate toward product brands
D) examining the demographics section of the handbook of marketing
E) producing products that can be used in a variety of ways
Answer: A
Page Ref: 234
Objective: 1
Difficulty: Easy
74) ________ combines operationally driven mass customization with customized marketing in a
way that empowers consumers to design the product service offering of their choice.
A) Consumptionism
B) Viral marketing
C) Virtual marketing
D) Regionalization
E) Customerization
Answer: E
Page Ref: 234
Objective: 1
AACSB: Analytic skills
Difficulty: Easy
75) Volkswagen concentrates on the small-car market and Porsche on the sports car market.
These would be examples of what is called ________.
A) single-segment concentration
B) selective specialization

C) product specialization
D) market specialization
E) full market coverage
Answer: A
Page Ref: 234
Objective: 1
AACSB: Analytic skills
Difficulty: Easy

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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall