Question 1

Which of the following is the narrowest strategy?

Accepted Answer

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

Question 2

A perceptual map is used to ________.

Accepted Answer

A) compare and contrast consumer psychographic segments 
B) create consumer cross-tabulations for marketing research 
C) locate consumers within a primary metropolitan statistical area (PMS
A)  
D) determine how consumers position products in relation to one another 
E) identify the critical stage of the targeting process for the marketer 
A) compare and contrast consumer psychographic segments 
B) create consumer cross-tabulations for marketing research 
C) locate consumers within a primary metropolitan statistical area (PMS
A)  
D) determine how consumers position products in relation to one another 
E) identify the critical stage of the targeting process for the marketer

Question 3

An undifferentiated marketing strategy is most likely to be successful in which of the following scenarios?

Accepted Answer

A) The market has many competitors. 
B) The product or service has wide appeal. 
C) Growth of the market has stabilized. 
D) The market is slowly shrinking. 
E) The market has a few strong competitors. 
A) The market has many competitors. 
B) The product or service has wide appeal. 
C) Growth of the market has stabilized. 
D) The market is slowly shrinking. 
E) The market has a few strong competitors.

Question 4

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Accepted Answer

A) True 
 B)False

Question 5

Some people want healthy cereal that will help them lose weight or possibly prevent certain kinds of cancer.Some want presweetened cereal.Some want fruits and nuts in their cereal.Some people want whole-wheat cereal while others want rice cereal.There are some who like hot cereal and others who like to eat their cereal right out of the box.The diversity of consumers for cereal is an example of ________.

Accepted Answer

A) market aggregation 
B) market similitude 
C) economic aggregation 
D) disintermediation 
E) market fragmentation 
A) market aggregation 
B) market similitude 
C) economic aggregation 
D) disintermediation 
E) market fragmentation

Question 6

Which of the following is the best example of the long tail approach to selling?

Accepted Answer

A) Nearly 20% of the videos delivered by Netflix are older or obscure titles from its vast collection of videos. 
B) Kraft Foods focuses on the 20% of U.S.households that purchase 80% of the Miracle Whip the company markets. 
C) Barnes & Noble stocks the most popular books and magazines in its retail stores. 
D) Google lets advertisers target certain ads to certain segments of search engine users. 
E) Staples segments its business-to-business markets based on sales volume. 
A) Nearly 20% of the videos delivered by Netflix are older or obscure titles from its vast collection of videos. 
B) Kraft Foods focuses on the 20% of U.S.households that purchase 80% of the Miracle Whip the company markets. 
C) Barnes & Noble stocks the most popular books and magazines in its retail stores. 
D) Google lets advertisers target certain ads to certain segments of search engine users. 
E) Staples segments its business-to-business markets based on sales volume.

Question 7

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants,a condition most accurately described as ________.

Accepted Answer

A) market aggregation 
B) market positioning 
C) economic aggregation 
D) disintermediation 
E) market fragmentation 
A) market aggregation 
B) market positioning 
C) economic aggregation 
D) disintermediation 
E) market fragmentation

Question 8

Your firm has decided to localize its products and services to meet local market demands.A good approach to use would be ________ segmentation.

Accepted Answer

A) place of residence 
B) psychographic 
C) usage 
D) positioning 
E) social class 
A) place of residence 
B) psychographic 
C) usage 
D) positioning 
E) social class

Question 9

The group of American consumers born between 1965 and 1978 are called ________.

Accepted Answer

A) baby boomers 
B) the silent majority 
C) Generation Y 
D) tweens 
E) Generation X 
A) baby boomers 
B) the silent majority 
C) Generation Y 
D) tweens 
E) Generation X

Question 10

During the interact stage of one-to-one marketing,companies should focus on ways to improve the cost efficiency and effectiveness of the interaction.

Accepted Answer

A) True 
 B)False

Question 11

A(n)________ would probably include customer demographics,location,lifestyle information,and a description of how frequently the customer buys the product.

Accepted Answer

A) geocode 
B) NAICS classification 
C) segment profile 
D) internal market audit 
E) customer guide 
A) geocode 
B) NAICS classification 
C) segment profile 
D) internal market audit 
E) customer guide

Question 12

XYZ Computers,Inc. ,a business with limited resources,uses a concentrated targeting strategy.How might XYZ benefit from this?

Accepted Answer

XYZ Computers will have an opp

Question 13

Historically,marketers have measured success in a product category by their market share.

Accepted Answer

A) True 
 B)False

Question 14

Because Cruise Ships International currently has limited financial and personnel resources,it should avoid a concentrated targeting strategy until its resources are more substantial.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is a true statement about trends related to gender segmentation?

Accepted Answer

A) The education and income gap between men and women has closed in the latest recession. 
B) In the recent recession,women held about three in four of the jobs that were lost. 
C) Men are now increasingly likely to marry women with more education and income than they have. 
D) In recent decades,the economic gains of marriage have been greater for women than men. 
E) Women are now increasingly likely to marry men with more education and income than they have. 
A) The education and income gap between men and women has closed in the latest recession. 
B) In the recent recession,women held about three in four of the jobs that were lost. 
C) Men are now increasingly likely to marry women with more education and income than they have. 
D) In recent decades,the economic gains of marriage have been greater for women than men. 
E) Women are now increasingly likely to marry men with more education and income than they have.

Question 16

Explain why correctly segmenting and then targeting consumers will help a company target its marketing dollars more effectively.

Accepted Answer

Instead of using mass advertis

Question 17

The dentist's office calling to remind you of your scheduled appointment for the next day is an example of ________.

Accepted Answer

A) CRM 
B) customer equity 
C) undifferentiated targeting 
D) share of customer 
E) repositioning 
A) CRM 
B) customer equity 
C) undifferentiated targeting 
D) share of customer 
E) repositioning

Question 18

Which three primary consumer motivations are key to the VALS2 system?

Accepted Answer

A) faith,family,and finances 
B) age,gender,and ethnicity 
C) place of usage,time of usage,and frequency of usage 
D) ideals,achievement,and self-expression 
E) income,education,and geographic location 
A) faith,family,and finances 
B) age,gender,and ethnicity 
C) place of usage,time of usage,and frequency of usage 
D) ideals,achievement,and self-expression 
E) income,education,and geographic location

Question 19

People who are regular visitors to SyFy.com (a Web site maintained by a science fiction cable network)and those who are regular visitors to BHG.com (a Web site maintained by the producers of BHG-TV and the publishers of a women's magazine)belong to different ________ segments.

Accepted Answer

A) demographic 
B) ethnographic 
C) geodemographic 
D) socioeconomic 
E) psychographic 
A) demographic 
B) ethnographic 
C) geodemographic 
D) socioeconomic 
E) psychographic

Question 20

The Union Express Web site tracking a lost package is an example of CRM.

Accepted Answer

A) True 
 B)False

Which of the following is the narrowest strategy?

A perceptual map is used to ________.

An undifferentiated marketing strategy is most likely to be successful in which of the following scenarios?

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Which of the following is the best example of the long tail approach to selling?

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants,a condition most accurately described as ________.

Your firm has decided to localize its products and services to meet local market demands.A good approach to use would be ________ segmentation.

The group of American consumers born between 1965 and 1978 are called ________.

During the interact stage of one-to-one marketing,companies should focus on ways to improve the cost efficiency and effectiveness of the interaction.

A(n)________ would probably include customer demographics,location,lifestyle information,and a description of how frequently the customer buys the product.

XYZ Computers,Inc. ,a business with limited resources,uses a concentrated targeting strategy.How might XYZ benefit from this?

Historically,marketers have measured success in a product category by their market share.

Because Cruise Ships International currently has limited financial and personnel resources,it should avoid a concentrated targeting strategy until its resources are more substantial.

Which of the following is a true statement about trends related to gender segmentation?

Explain why correctly segmenting and then targeting consumers will help a company target its marketing dollars more effectively.

The dentist's office calling to remind you of your scheduled appointment for the next day is an example of ________.

Which three primary consumer motivations are key to the VALS2 system?

People who are regular visitors to SyFy.com (a Web site maintained by a science fiction cable network)and those who are regular visitors to BHG.com (a Web site maintained by the producers of BHG-TV and the publishers of a women's magazine)belong to different ________ segments.

The Union Express Web site tracking a lost package is an example of CRM.

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

Which of the following is the narrowest strategy?

A perceptual map is used to ________.

An undifferentiated marketing strategy is most likely to be successful in which of the following scenarios?

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Which of the following is the best example of the long tail approach to selling?

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants,a condition most accurately described as ________.

Your firm has decided to localize its products and services to meet local market demands.A good approach to use would be ________ segmentation.

The group of American consumers born between 1965 and 1978 are called ________.

During the interact stage of one-to-one marketing,companies should focus on ways to improve the cost efficiency and effectiveness of the interaction.

A(n)________ would probably include customer demographics,location,lifestyle information,and a description of how frequently the customer buys the product.

XYZ Computers,Inc. ,a business with limited resources,uses a concentrated targeting strategy.How might XYZ benefit from this?

Historically,marketers have measured success in a product category by their market share.

Because Cruise Ships International currently has limited financial and personnel resources,it should avoid a concentrated targeting strategy until its resources are more substantial.

Which of the following is a true statement about trends related to gender segmentation?

Explain why correctly segmenting and then targeting consumers will help a company target its marketing dollars more effectively.

The dentist's office calling to remind you of your scheduled appointment for the next day is an example of ________.

Which three primary consumer motivations are key to the VALS2 system?

People who are regular visitors to SyFy.com (a Web site maintained by a science fiction cable network)and those who are regular visitors to BHG.com (a Web site maintained by the producers of BHG-TV and the publishers of a women's magazine)belong to different ________ segments.

The Union Express Web site tracking a lost package is an example of CRM.

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