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Principles ofMarketing, 17e (Kotler/Armstrong)
Chapter 7 Customer Value-Driven Marketing Strategy: Creating Value for Target
Customers
1)
Companies know they cannot appeal to all buyers in the marketplace, or at least not in the
same way. Reasons for this include all of the following EXCEPT
A)
buyers are too numerous
B)
companies vary widely in their abilities to serve different market segments
C)
buyers are varied in their needs and buying practices
D)
companies need more information to offer the right products to the right customers
E)
buyers are widely scattered
Answer: D
Skill: Concept
Objective: LO 7.1: Define the major steps in designing a customer value-driven marketing
strategy:
market segmentation, targeting, differentiation, and pDSitioning.
Difficulty: Easy
2)
consists of evaluating each market segment's attractiveness and selecting one or
more segments to enter.
A)Positioning
B)
Mass customization
C)
Market targeting
D)
Market segmentation
E)
Differentiation
Answer: C
Skill: Concept
Objective: LO 7.1: Define the major steps in designing a customer value-driven marketing
strategy: market segmentation, targeting, differentiation, and positioning.
Difficulty: Easy
3)
involves dividing a market into smaller segments of buyers with distinct needs,
characteristics, or behaviors that might require separate marketing strategies or mixes.
A)
Mass customization
B)
Market targeting
C)
Market segmentation
D)Differentiation
E)Positioning
Answer: C
Skill: Concept
Objective: LO 7.1: Define the major steps in designing a customer value-driven marketing
strategy: market segmentation, targeting, differentiation, and positioning.
Difficulty: Easy
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