HFT 2500 Ch 8

The degree to which effective programs can be designed for attracting and serving segments is the ______________of the market segment.
The increasing fragmentation of the mass market into hundreds of smaller markets is called:
A product’s _________ is the way the product is defined by consumers on important attributes.
T/F To an economist, a market is all the buyers and sellers who transact for a good or service.
Evaluating each segment’s attractiveness and selecting one or more of the market segments is one of the major steps in the target marketing process, which is called:
Market targeting
T/F The process of marketers choosing to position their products based on specific product attributes can actually be dangerous.
T/F A “typical” male or female does not exist.
Which of the following is not a part of the psychographic variable?
1) Personality
2) Loyalty
3) Social class
4) Lifestyle
2) Loyalty
Formulating competitive positioning for a product and a detailed marketing mix is called:
Market positioning
T/F Using an undifferentiated marketing strategy, a company ignores market segmentation differences and goes after the entire market with one market offer.
Overpositioning is defined as:
Giving buyers too narrow a picture of the company
T/F Income and occupation are psychographic segmentation variables
The degree to which segments can be assessed and served is the ____________ of the market segment.
Undifferentiated marketing is more suited for ____________ products
Dividing a market into groups based on consumers’ knowledge, attitude, use, or response to a product is called:
Behavioral segmentation
In using a(n) _____________ marketing strategy, a company ignores market segmentation and goes after the entire market with one market offer.
T/F A segment may have desirable size and growth and still not offer attractive profits.

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