Do what you do best is most consistent with which target marketing strategy?

a. Aggregated

b. Undifferentiated

c. Differentiated *

Regarding market segmentation and target marketing, what statement is most consistent with what you have learned about the "marketing concept?"

a. Marketers should assume that everyone in the market is similar, then try to find differences between them. *

b. Marketers should assume that everyone in the market is unique, then try to find similarities among them.

c. Positioning should occur before market segmentation and target marketing is undertaken.

d. It really doesn't matter which assumption is made; marketers will end up with the same results either way.

e. Neither assumption is correct; marketers should assume that what matters most is the quality of their products.

Which of the following best describes what a viable target market should be able to accomplish?

a. Be defined solely based on its demographic characteristics

b. Have the same wants and needs as similar-sized groups in the market *

c. Be the largest possible market

d. Have needs that can adequately be served by the marketer

e. Not be reachable by other companies

9. Suppose that you notice a computer store is spending nearly all its promotional dollars and marketing efforts targeting a select group of its customers (schools and universities in the area) while practically ignoring the vast majority of customers that come to the store (consumers like you and me). What is the best explanation for why the company might employ such a marketing strategy?

a. It recognizes the 80-20 rule, that is, it might be targeting the market segment that generates the majority of its sales.

b. The company is not ignoring the remaining customersits just simpler to market to this one group of customers than the others.

c. The names and contact information of the select group of customers came from a mailing list the company has purchased from a research firm.

d. It is utilizing the 20-20 "rolling start" method of promotion.

e. It plans to target a different market segment each year for the next several years. The company simply cannot afford to promote to everyone in a single year

d. Sales-oriented

e. Concentrated