1. A ____ item is something that is purchased without much thought before the purchase.

a. quick

b. specialty

c. convenience

d. shopping

2. Company ABC is interested in better understanding how different groups of customers feel about its product. In order to do this, Company ABC will need to _____.

a. position its product in the market

b. segment the market

c. mass market

d. target market

3. Considering a continuum from “mass marketing” to “one-to-one marketing,” market segmentation is ________.

a. very close to “mass marketing”

b. very close to “one-to-one marketing”

c. in the middle

d. on a different continuum

4. As segments increase in size, it becomes _______ to satisfy them with the same product.

a. more difficult

b. easier

c. cheaper

d. more fun

5. _______ means that all customers are treated the same. This approach might sound attractive because it simplifies the marketing task, but it is usually unrealistic because customers differ.

a. One-to-one marketing

b. Gender marketing

c. Group marketing

d. Mass marketing

6. __________ means that each customer serves as his or her own segment. This approach sounds appealing from the customer point of view because the product would be tailored specially for each person’s idiosyncratic desires.

a. Geographic marketing

b. One-to-one marketing

c. Mass marketing

d. Psychological marketing