Chapter8复习.pdf

Chapter 8 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Multiple Choice 1. Unilever has identified at least three important soap segments in South Asia. Different ______ are designed to meet the special needs of each segment. a. names b. brands c. benefits d. soaps (b; Moderate) 2. By _____ the market and having several soap brands, Unilever has an attractive offering for consumers in all key preference groups. a. dividing b. researching c. segmenting d. understanding (c; Easy) 3. When a company identifies the parts of the market it can serve best and most profitably, it is practicing _____. a. concentrated marketing b. mass marketing c. targeted marketing d. segmenting (d; Moderate) 4. Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and mass promotes it. This firm uses _____ marketing. a. segmented b. mass c. traditional d. none of the above (b: Easy) 1 5. Research has shown that practicing mass marketing today is limited because the world’s mass markets have slowly splintered into a profusion of _____. a. unidentifiable markets b. confused markets c. small segments d. international markets (c; Easy) 6. Al Moline and his staff have decided to use target marketing to reach their sales goals. Identify their three steps (in order) to target marketing. a. market segmentation, market positioning, target marketing b. market positioning, market positioning, market segmentation c. market segmentation, target marketing, market positioning d. market alignment, market segmentation, market positioning (c; Challenging) 7. Even though several options are available at any one time,