marketing management–12th edition– kotler keller（凯勒-科特勒营销management-12th版）.docVIP

Chapter 8: Identifying Market Segments and Targets GENERAL CONCEPT QUESTIONS Multiple Choice 1. Instead of scattering their marketing effort (a “shotgun” approach), many companies are now embracing target marketing where the focus is on those consumers that they have the greatest chance of satisfying (a ________ approach) with their products and services. “rifle” “focused” “niche” “macro” “micro” Answer: a Page: 240 Level of difficulty: Easy In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers. group mass general segmented differentiated Answer: b Page: 240 Level of difficulty: Medium The argument for ________ marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher margins. niche micro macro differentiated mass Answer: e Page: 240 Level of difficulty: Medium A ________ consists of a group of customers who share a similar set of needs and wants. market target market group market slice market segment market level Answer: d Page: 240 Level of difficulty: Medium A ________ consists of two parts: a naked solution and discretionary options. differentiated market offering flexible market offering rigid market offering vertical market offering horizontal market offering Answer: b Page: 241 Level of difficulty: Hard 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. homogeneous heterogeneous diffused clustered scattered Answer: a Page: 241 Level of difficulty: Medium Procter Gamble has many soap brands. One reason for this is that soap users tend to group together in terms of preferences such as bleaching action, softness, stain-removal, et cetera. Which of the following preferences pattern would m