Chapter 04 – Segmentation, Targeting, and the Marketing Mix
Chapter 04
Segmentation, Targeting, and the Marketing Mix
1. (p. 92) One of the primary roles of advertising is to communicate product utility.
2. (p. 93) Exchange is the traditional trading of values between two entities facilitated by
marketing.
Chapter 04 – Segmentation, Targeting, and the Marketing Mix
Multiple Choice Questions
41. (p. 92) _____ is the product’s ability to satisfy both functional needs and symbolic wants.
42. (p. 93) According to the text, market segmentation is a two-step strategic process. The first
step is to:
