Marketing

Chapter 7
Customer-Driven Marketing Strategy:
Creating Value for Target Customers

GENERAL marrow: Multiple-Cho ice rink Questions

1. Why did Dunkin Donuts pay dozens of their faithful customers in Phoenix, Chicago, and Charlotte, $100 a week to buy coffee at Starbucks?
a. They call fored them to turn around how bad Starbucks coffee was.
b. They wanted to see what they would say about Starbucks.
c. They wanted them to test the competition.
d. Retailers requested it.
e. It created tidy competition.
(Answer: b; p. 182; Moderate)

2. Dunkin Donuts franchises realize recently teamed up, under one roof, with Baskin-Robbins ice cream. By ________ the market and having several different products, Dunkin Donuts now has an gentle offering for consumers in two product categories.
f. dividing
g. researching
h. segmenting
i. understanding
j. reaching
(Answer: c; p. 182; comfortable; LO1)

3. Dunkin Donuts has identified the parts of the market it can serve surpass and most profitably. It is practicing ________.
k. concentrated market
l. mass marketing
m. targeted marketing
n. segmentation
o. undifferentiated
(Answer: d; p. 184; Moderate; LO1)

4.



With moreover limited exception in certain commodities, mass marketing today is limited because the worlds mass markets have slowly splintered into a profusion of ________.
p. unidentifiable markets
q. confused markets
r. itsy-bitsy segments
s. international markets
t. disarray
(Answer: c; p. 184; Easy; LO1)

5.
Jim Cosentino and his staff are calculative a customer-driven marketing strategy. The first step in this fulfill is market segmentation. Identify the remaining three steps (in order) to stand up this strategy.
u. market positioning, market differentiation, target marketing
v. market positioning, market targeting, market...If you want to get a full essay, order it on our website: Ordercustompaper.com



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