Question 1

A viable target market should ________.

Accepted Answer

A) have needs that can adequately be served by the marketer 
B) not be reachable by other organizations 
C) have the same needs as similar-sized groups 
D) be the most profitable possible target market 
E) be the largest possible market 
A) have needs that can adequately be served by the marketer 
B) not be reachable by other organizations 
C) have the same needs as similar-sized groups 
D) be the most profitable possible target market 
E) be the largest possible market A

Question 2

Using ________,a company modifies a basic good or service to meet the needs of a specific individual customer.

Accepted Answer

A) undifferentiated targeting 
B) positioning 
C) custom marketing 
D) mass customization 
E) differentiated targeting 
A) undifferentiated targeting 
B) positioning 
C) custom marketing 
D) mass customization 
E) differentiated targeting D

Question 3

________ variables segment markets in terms of shared activities,interests,and opinions.

Accepted Answer

A) Demographic 
B) Ethnographic 
C) Geodemographic 
D) Socioeconomic 
E) Psychographic 
A) Demographic 
B) Ethnographic 
C) Geodemographic 
D) Socioeconomic 
E) Psychographic E

Question 4

A target market is not viable unless the segment is large enough to be profitable now and in the future.

Accepted Answer

A) True 
 B)False

Question 5

Which statement is NOT true about the Hispanic American segment?

Accepted Answer

A) The Hispanic American segment is becoming a less important segment to marketers. 
B) The Hispanic American segment is growing rapidly. 
C) Hispanic Americans tend to be brand loyal,especially to products made in their country of origin. 
D) Hispanic Americans are a relatively young segment. 
E) Hispanic American households are larger on average than other U.S.households. 
A) The Hispanic American segment is becoming a less important segment to marketers. 
B) The Hispanic American segment is growing rapidly. 
C) Hispanic Americans tend to be brand loyal,especially to products made in their country of origin. 
D) Hispanic Americans are a relatively young segment. 
E) Hispanic American households are larger on average than other U.S.households.

Question 6

Which of the following is not a focus of customer relationship management?

Accepted Answer

A) customer prioritization 
B) share of customer 
C) lifetime value of the customer 
D) customer equity 
E) undifferentiated targeting 
A) customer prioritization 
B) share of customer 
C) lifetime value of the customer 
D) customer equity 
E) undifferentiated targeting

Question 7

The Asian American segment of the population ________.

Accepted Answer

A) is the largest ethnic market segment 
B) does not yet receive significant attention from marketers 
C) has declined in the last 10 years 
D) is the fastest growing minority group in the United States 
E) is too geographically dispersed to form a meaningful market segment 
A) is the largest ethnic market segment 
B) does not yet receive significant attention from marketers 
C) has declined in the last 10 years 
D) is the fastest growing minority group in the United States 
E) is too geographically dispersed to form a meaningful market segment

Question 8

CRM programs facilitate communication from a company to its customers and from customers to the company.

Accepted Answer

A) True 
 B)False

Question 9

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Accepted Answer

A) Generation Y 
B) Generation X 
C) Baby boomers 
D) Millenial 
E) Generation I 
A) Generation Y 
B) Generation X 
C) Baby boomers 
D) Millenial 
E) Generation I

Question 10

Baby boomers ________.

Accepted Answer

A) were born between 1965 and 1976 
B) are currently in their 30s and 40s 
C) are important to marketers because of the size and wealth of the segment 
D) are 75 or older 
E) are the parents of Generation X,not Generation Y 
A) were born between 1965 and 1976 
B) are currently in their 30s and 40s 
C) are important to marketers because of the size and wealth of the segment 
D) are 75 or older 
E) are the parents of Generation X,not Generation Y

Question 11

Marketers often use generational marketing because members of a generation tend to share the same ________.

Accepted Answer

A) lifestyle 
B) income and social class 
C) outlook and priorities 
D) psychographics and usage patterns 
E) geodemographics 
A) lifestyle 
B) income and social class 
C) outlook and priorities 
D) psychographics and usage patterns 
E) geodemographics

Question 12

When Apple marketed its iPod to teens,it used a personality segmentation variable.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is NOT an example of a demographic segmentation variable?

Accepted Answer

A) lifestyle 
B) income and social class 
C) ethnicity 
D) gender 
E) age 
A) lifestyle 
B) income and social class 
C) ethnicity 
D) gender 
E) age

Question 14

When many men in the baby boomer segment started getting gray hair,they were reluctant to use hair dyes made for women even though they were just as eager as women to fight the aging process.To address this reluctance,hair care product manufacturers introduced hair dying systems for men to use on their head and their facial hair.The hair care product manufacturers used ________ segmentation to define their target markets.

Accepted Answer

A) lifestyle 
B) behavioral 
C) socioeconomic 
D) demographic 
E) psychographic 
A) lifestyle 
B) behavioral 
C) socioeconomic 
D) demographic 
E) psychographic

Question 15

You work for a travel agency.Business has been slow,and you want to suggest some promotions targeted to specific market segments.What three demographic segmentation variables would you recommend using?

Accepted Answer

Students' answers will vary.Th

Question 16

Customer relationship management (CRM)programs can systematically track customers' preferences and behaviors over time.

Accepted Answer

A) True 
 B)False

Question 17

A(n)________ is a distinct image that captures the character and benefits of a good or service.

Accepted Answer

A) perceptual map 
B) target market 
C) brand personality 
D) segment profile 
E) trade promotion 
A) perceptual map 
B) target market 
C) brand personality 
D) segment profile 
E) trade promotion

Question 18

A soup company found its canned nacho cheese sauce was too hot for Americans in the East and not hot enough for those in the West and the Southwest.As a result,the company's plants in Texas and California produce a hotter nacho cheese sauce than is produced in its other plants.The company is using ________ segmentation.

Accepted Answer

A) geographic 
B) life cycle 
C) psychographic 
D) lifestyle 
E) usage 
A) geographic 
B) life cycle 
C) psychographic 
D) lifestyle 
E) usage

Question 19

Mass marketers such as Walmart often ignore market segment differences and target the whole market with one offer.What is this approach to targeting?

Accepted Answer

A) undifferentiated targeting 
B) differentiated targeting 
C) target marketing 
D) concentrated targeting 
E) mass customization 
A) undifferentiated targeting 
B) differentiated targeting 
C) target marketing 
D) concentrated targeting 
E) mass customization

Question 20

Explain how a firm benefits from customers purchasing many times from the firm versus just one time.

Accepted Answer

A firm's profitability and long-term suc

A viable target market should ________.

Using ________,a company modifies a basic good or service to meet the needs of a specific individual customer.

________ variables segment markets in terms of shared activities,interests,and opinions.

A target market is not viable unless the segment is large enough to be profitable now and in the future.

Which statement is NOT true about the Hispanic American segment?

Which of the following is not a focus of customer relationship management?

The Asian American segment of the population ________.

CRM programs facilitate communication from a company to its customers and from customers to the company.

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Baby boomers ________.

Marketers often use generational marketing because members of a generation tend to share the same ________.

When Apple marketed its iPod to teens,it used a personality segmentation variable.

Which of the following is NOT an example of a demographic segmentation variable?

You work for a travel agency.Business has been slow,and you want to suggest some promotions targeted to specific market segments.What three demographic segmentation variables would you recommend using?

Customer relationship management (CRM)programs can systematically track customers' preferences and behaviors over time.

A(n)________ is a distinct image that captures the character and benefits of a good or service.

Mass marketers such as Walmart often ignore market segment differences and target the whole market with one offer.What is this approach to targeting?

Explain how a firm benefits from customers purchasing many times from the firm versus just one time.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters

Exam 7: Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

A viable target market should ________.

Using ________,a company modifies a basic good or service to meet the needs of a specific individual customer.

________ variables segment markets in terms of shared activities,interests,and opinions.

A target market is not viable unless the segment is large enough to be profitable now and in the future.

Which statement is NOT true about the Hispanic American segment?

Which of the following is not a focus of customer relationship management?

The Asian American segment of the population ________.

CRM programs facilitate communication from a company to its customers and from customers to the company.

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Baby boomers ________.

Marketers often use generational marketing because members of a generation tend to share the same ________.

When Apple marketed its iPod to teens,it used a personality segmentation variable.

Which of the following is NOT an example of a demographic segmentation variable?

You work for a travel agency.Business has been slow,and you want to suggest some promotions targeted to specific market segments.What three demographic segmentation variables would you recommend using?

Customer relationship management (CRM)programs can systematically track customers' preferences and behaviors over time.

A(n)________ is a distinct image that captures the character and benefits of a good or service.

Mass marketers such as Walmart often ignore market segment differences and target the whole market with one offer.What is this approach to targeting?

Explain how a firm benefits from customers purchasing many times from the firm versus just one time.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters