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

After segmentation,the customer group selected by a firm is referred to as the target market.

To determine ________,firms compare the investments they make in acquiring and retaining customers to the financial return on those investments.

African Americans,Hispanic Americans,and Asian Americans are all examples of ________ demographic segments.

Using a ________ targeting strategy,a company develops one or more products for each of several customer groups with different product needs.

Why might a marketer of laundry detergent be interested in viewing a perceptual map?

An increasing number of companies are considering their relationships with customers as financial assets.Such firms measure success by calculating the value of their ________.

Compare and contrast the advantages and disadvantages of undifferentiated targeting,differentiated targeting,and concentrated targeting.

Customer relationship management (CRM)programs are often called interactive marketing programs.

A large chain amusement park sells tickets at its main gate for guests who are visiting the park for just that one day.The park also sells seasonal passes that can only be used on weekdays.What market segmentation is being implemented by the amusement park?

Which of the following is a segmentation technique that combines geography with demographics?

During tax season,you're likely to see more TurboTax ads on Google pages,even if you aren't searching for tax software.This is an example of ________ segmentation.

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors.Which of the following best describes Favorite Memories' market targeting strategy?

Starting in February and ending sometime in late April,department stores promote the fact that they stock a wide range of formal attire for high school proms.The dresses and tuxedoes are available year-round,but the heaviest promotion of these products occurs in spring,when most proms are held.This spring promotion to high school students is based primarily on ________.

Which of the following is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics?

A company that uses a(n)________ targeting strategy is appealing to a broad spectrum of people.

________ is the financial value of a customer throughout the lifetime of the customer relationship.

________ is a term for men who are keenly interested in fashion,home design,gourmet cooking,and personal care.

The members of Generation Y were born between 1965 and 1976.

________ segmentation variables classify consumers on the basis of how they act toward,feel about,or use a product.

Companies can customize Web advertising by ________ so that people who log on in different places will see ad banners for local businesses.