Don't use plagiarized sources. Get Your Custom Essay on
Just from $13/Page
Order Essay



1. At one time, firms scattered their marketing efforts (a “shotgun” approach) to reach

consumers. Today, a firm is more likely to use:

a. a “bazooka” approach, where special effects are used to “explode” into the buyer’s


b. a “knife” approach, where the firm tries to “cut” to the most important product


c. a “rifle” approach, where the firm focuses on the buyers who have greater

interest in the values that the firm creates best.

d. a “pistol” approach, where the firm realizes that it has multiple chances to gain

consumer interest.

2. ________________ is the process of dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.

a. Mass marketing

b. Market segmentation

c. Target marketing

d. Market positioning

3. __________________ is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

a. Mass marketing

b. Market segmentation

c. Market targeting

d. Market positioning

4. Setting the competitive positioning for the product and creating a detailed marketing mix is called:

a. mass marketing.

b. target marketing.

c. market segmentation.

d. marketing positioning.

5. During which step of the marketing segmentation, targeting, and positioning process

does the firm “develop a marketing mix for each segment?”

a. market segmentation

b. market targeting

c. market positioning

d. The firm does not go through the “development” during any of the above steps.

6. During one of the steps in the marketing segmentation, targeting, and positioning

process, the marketer develops measures of segment attractiveness. This procedure

belongs in the category of:

a. market segmentation.

b. market targeting.

c. market massing.

d. market positioning.

7. When companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently with products and services that match their unique needs, they are conducting a ___________________ process.

a. marketing aggregation

b. marketing positioning

c. marketing target

d. marketing segmentation

8. Market segmentation can be carried out at several different levels. Which of the

following WOULD NOT BE among these levels?

a. micromarketing

b. segment marketing

c. competition marketing

d. niche marketing

9. Another word for complete segmentation is:

a. macromarketing.

b. micromarketing.

c. niche marketing.

d. mass marketing.

10. For most of the 20th century, firms practiced which of the following forms of


a. mass marketing

b. micromarketing

c. niche marketing

d. segment marketing

11. Which of the following marketers epitomized the mass marketing strategy?

a. Henry Ford

b. Bill Gates

c. F.W. Woolworth

d. Thomas A. Edison

12.Which of the following statements is closest to the traditional argument for mass marketing?

a. Find a need and fill it.

b. The largest potential market can lead to the lowest costs, which translates into either lower prices or higher margins.

c. The rifle approach rarely hits what it is aiming at.

d. The consumer is king. Long live the king.

13.Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments is called _________________.

a. niche marketing

b. mass marketing

c. segment marketing

d. micromarketing

14.When General Motors designs specific models for different income and age groups, it is practicing which of the following marketing formats?

a. micromarketing

b. macromarketing

c. mass marketing

d. segment marketing

15.Segment marketing offers several benefits over mass marketing. All of the following would be among those benefits EXCEPT:

a. the company can market more efficiently and target its programs toward only those consumers that it can serve best.

b. the company can fine-tune its programs to meet the needs of carefully defined segments.

c. the company can reduce costs because of the ability to sell to customers one-on-one.

d. the company may face fewer competitors if fewer competitors are focusing on the company’s chosen market segment.

16.A company is practicing ________________ if it focuses on subsegments with distinctive traits that may seek a special combination of benefits.

a. micromarketing

b. niche marketing

c. mass marketing

d. segment marketing

17.As an example of _______________, a company could build sport utility vehicles and direct marketing efforts towards the luxury SUV market (as does Lexus).

a. micromarketing

b. niche marketing

c. mass marketing

d. segment marketing

18. American Express offers not only its traditional green cards but also gold cards,

corporate cards, and even a black card, called the Centurian, with a $1,000 annual

fee aimed at a small group of “superpremium customers.” Which of the following

marketing efforts is American Express following with their credit card policies?

a. macromarketing

b. segment marketing

c. niche marketing

d. self-marketing

19._________________ is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.

a. Niche marketing

b. Micromarketing

c. Segment marketing

d. Mass marketing

20. Micromarketing includes:

a. segment marketing and niche marketing.

b. mass marketing and demographic marketing.

c. local marketing and individual marketing.

d. individual marketing and self-marketing.

21. ______________ involves tailoring brands and promotions to the needs and wants of specific small groups such as cities, neighborhoods, and even specific stores.

a. Niche marketing

b. Local marketing

c. Detail marketing

d. Individual marketing

22.All of the following are considered to be drawbacks of local marketing EXCEPT:

a. it can drive up manufacturing and marketing costs by reducing economies of scale.

b. it can create logistical problems when the company tries to meet varied requirements.

c. it can attract unwanted competition.

d. it can dilute the brand’s overall image.

23.________________ is tailoring products and marketing programs to the needs and preferences of individual customers.

a. Niche marketing

b. Local marketing

c. Self-marketing marketing

d. Individual marketing

24. Individual marketing is known by a variety of names. All of the following would

appropriately be called individual marketing EXCEPT:

a. mono-marketing.

b. one-to-one marketing.

c. customized marketing.

d. markets-of-one marketing.

25.______________ is the process through which firms interact one-to-one with

masses of customers to create customer-unique value by designing products and

services tailor-made to individual needs.

a. Mass marketing

b. Detail marketing

c. Mass globalization

d. Mass customization

My Essay Gram
Calculate your paper price
Pages (550 words)
Approximate price: -

Why Work with Us

Top Quality and Well-Researched Papers

We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.

Professional and Experienced Academic Writers

We have a team of professional writers with experience in academic and business writing. Many are native speakers and able to perform any task for which you need help.

Free Unlimited Revisions

If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account or by contacting our support.

Prompt Delivery and 100% Money-Back-Guarantee

All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. In case you cannot provide us with more time, a 100% refund is guaranteed.

Original & Confidential

We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text. We also promise maximum confidentiality in all of our services.

24/7 Customer Support

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

Total price:

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.


Essay Writing Service

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.


Admission Essays & Business Writing Help

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.


Editing Support

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.


Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.

Live Chat+1(405) 367-3611Email