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

In one-to-one marketing,after a marketer has identified customers and knows them in as much detail as possible,the next step is for the marketer to ________.

If Sam described Coca-Cola as an all-American,Pepsi-Cola as a young daredevil,and Dr.Pepper as a nonconformist,he would be describing the sodas' ________.

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

When marketers at Procter & Gamble selected Generation Y,a demographic that includes college students,as an untapped group of potential customers for their Febreze line of products,they were executing which of the following?

Magazines targeted to people who love to in-line skate,to people who enjoy cooking,and to people who prefer a simpler lifestyle use ________ segmentation variables.

The direct cause of market fragmentation is the large number of new products introduced annually.

Average collectors of an artist's miniatures will buy four new ones each year.The collectibles are available at a number of retail locations and from several catalog retailers.To ensure she gets a greater ________,the owner of The Door Gift Shop sends her customers who are collectors a postcard every time the store adds a new one to her store's inventory.

Tropicana Essentials Healthy Heart targets consumers who like orange juice and who also want extra vitamins but no sodium.Explain how Tropicana uses behavioral segmentation in this example.

Which of the following best defines demographics?

How might a marketer benefit most from using PRIZM?

CRM firms focus on increasing their ________,not share of market.

Perceptual maps are tools for identifying the positions of brands in consumers' minds.

The VALS2 system is a crucial part of geodemographic segmentation.

Explain the major steps in the target marketing process.

The owner of a pet grooming salon wants to calculate customer equity.Which of the following would be a step the owner of this pet grooming salon should complete?

The final stage in one-to-one marketing is to identify customers in terms of both their needs and their value to the company.

CRM stands for ________.

The term share of customer is synonymous with share of market.

Explain the philosophy of customer relationship management (CRM).

Many marketing experts advocate ________ programs that allow a company to talk to individual customers and adjust elements of the marketing mix to satisfy the specific needs of each customer.