Question 1

Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out .

Accepted Answer

A)  what will appeal to high end customers 
B)  which customers might like their product, and how to get the product into their hands 
C)  which customers are price sensitive 
D)  which customers have brand loyalty and seek a brand image similar to other brands they like 
A)  what will appeal to high end customers 
B)  which customers might like their product, and how to get the product into their hands 
C)  which customers are price sensitive 
D)  which customers have brand loyalty and seek a brand image similar to other brands they like

Question 2

How do marketers use geographic factors? Give examples.

Accepted Answer

Given societal differences, internationa

Question 3

If one element of an iterative segmentation is a smart marketer, what is the other?

Accepted Answer

A)  good company 
B)  quality products 
C)  good customer data 
D)  good managing 
A)  good company 
B)  quality products 
C)  good customer data 
D)  good managing

Question 4

One behavioral segment of great importance to the marketer is the of the focal brand because it is relatively easy to communicate to this group.

Accepted Answer

A)  past user 
B)  future user 
C)  current user 
D)  non-user 
A)  past user 
B)  future user 
C)  current user 
D)  non-user

Question 5

A(n) segment is always a tempting one for marketers to target because marketers assume that those customers can afford to purchase their goods or services.

Accepted Answer

A)  international 
B)  upscale 
C)  small 
D)  large 
A)  international 
B)  upscale 
C)  small 
D)  large

Question 6

"Current users" are relatively difficult to communicate with.

Accepted Answer

A) True 
 B)False

Question 7

To marketers, the most important feature of segments is their size, not their profitability.

Accepted Answer

A) True 
 B)False

Question 8

The ideal goal for the marketer is to find a(n) group of customers whose needs they can easily and profitably meet.

Accepted Answer

A)  quality 
B)  unmet 
C)  untapped 
D)  competing 
A)  quality 
B)  unmet 
C)  untapped 
D)  competing

Question 9

Businesses treat all clients the same way--whether large or small.

Accepted Answer

A) True 
 B)False

Question 10

Some customers are currently using a competitor's brand or aren't even purchasers in a certain category at all. It is for marketers to identify these people.

Accepted Answer

A)  difficult 
B)  easy 
C)  impossible 
D)  a bad idea 
A)  difficult 
B)  easy 
C)  impossible 
D)  a bad idea

Question 11

What do marketers know about the demographic variables of age, household composition, and stage in the life cycle?

Accepted Answer

Spending is quite predictable based on t

Question 12

What does the 80:20 rule say?

Accepted Answer

A)  Eighty percent of sales will come from twenty percent of customers. 
B)  For every 80 people who look at a product, 20 will buy it. 
C)  For every 80 customers, 20 will be repeated customers. 
D)  Eight percent of customers are only interested in 20% of available merchandise. 
A)  Eighty percent of sales will come from twenty percent of customers. 
B)  For every 80 people who look at a product, 20 will buy it. 
C)  For every 80 customers, 20 will be repeated customers. 
D)  Eight percent of customers are only interested in 20% of available merchandise.

Question 13

The "80:20 rule" is where 20% (or so) of your sales come from 80% (or so) of your customers.

Accepted Answer

A) True 
 B)False

Question 14

Gender, age and income are all qualities of what segmentation base?

Accepted Answer

A)  geographic 
B)  psychological 
C)  education 
D)  demographic 
A)  geographic 
B)  psychological 
C)  education 
D)  demographic

Question 15

Older couples who are empty nesters dream of spending their greater discretionary income on technology and furniture.

Accepted Answer

A) True 
 B)False

Question 16

The mass marketing approach is usually realistic.

Accepted Answer

A) True 
 B)False

Question 17

Political party identifications have a clear and predictable effect on cereal consumption and cell phone plans.

Accepted Answer

A) True 
 B)False

Question 18

A market segment is an individual customer who shares similar inclinations toward your brand.

Accepted Answer

A) True 
 B)False

Question 19

Considering a continuum from "mass marketing" to "one­to­one marketing," market segmentation is .

Accepted Answer

A)  very close to "mass marketing" 
B)  very close to "one­to­one marketing" 
C)  in the middle 
D)  on a different continuum 
A)  very close to "mass marketing" 
B)  very close to "one­to­one marketing" 
C)  in the middle 
D)  on a different continuum

Question 20

Urban living affords certain elements of entertainment, and smaller towns offer different kinds of amusement.

Accepted Answer

A) True 
 B)False

Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out .

How do marketers use geographic factors? Give examples.

If one element of an iterative segmentation is a smart marketer, what is the other?

One behavioral segment of great importance to the marketer is the of the focal brand because it is relatively easy to communicate to this group.

A(n) segment is always a tempting one for marketers to target because marketers assume that those customers can afford to purchase their goods or services.

"Current users" are relatively difficult to communicate with.

To marketers, the most important feature of segments is their size, not their profitability.

The ideal goal for the marketer is to find a(n) group of customers whose needs they can easily and profitably meet.

Businesses treat all clients the same way--whether large or small.

Some customers are currently using a competitor's brand or aren't even purchasers in a certain category at all. It is for marketers to identify these people.

What do marketers know about the demographic variables of age, household composition, and stage in the life cycle?

What does the 80:20 rule say?

The "80:20 rule" is where 20% (or so) of your sales come from 80% (or so) of your customers.

Gender, age and income are all qualities of what segmentation base?

Older couples who are empty nesters dream of spending their greater discretionary income on technology and furniture.

The mass marketing approach is usually realistic.

Political party identifications have a clear and predictable effect on cereal consumption and cell phone plans.

A market segment is an individual customer who shares similar inclinations toward your brand.

Considering a continuum from "mass marketing" to "onetoone marketing," market segmentation is .

Urban living affords certain elements of entertainment, and smaller towns offer different kinds of amusement.

Why Is Marketing Management Important

Customer Behavior

Targeting

Positioning

Products: Goods and Services

Brands

New Products and Innovation

Pricing

Channels of Distribution

Advertising Messages and Marketing Communication

Integrated Marketing Communication and Media Choices

Social Media

Customer Satisfaction and Customer Relationships

Marketing Research Tools

Marketing Strategy

Marketing Plans

Filters

Exam 3: Segmentation

Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out .

How do marketers use geographic factors? Give examples.

If one element of an iterative segmentation is a smart marketer, what is the other?

One behavioral segment of great importance to the marketer is the of the focal brand because it is relatively easy to communicate to this group.

A(n) segment is always a tempting one for marketers to target because marketers assume that those customers can afford to purchase their goods or services.

"Current users" are relatively difficult to communicate with.

To marketers, the most important feature of segments is their size, not their profitability.

The ideal goal for the marketer is to find a(n) group of customers whose needs they can easily and profitably meet.

Businesses treat all clients the same way--whether large or small.

Some customers are currently using a competitor's brand or aren't even purchasers in a certain category at all. It is for marketers to identify these people.

What do marketers know about the demographic variables of age, household composition, and stage in the life cycle?

What does the 80:20 rule say?

The "80:20 rule" is where 20% (or so) of your sales come from 80% (or so) of your customers.

Gender, age and income are all qualities of what segmentation base?

Older couples who are empty nesters dream of spending their greater discretionary income on technology and furniture.

The mass marketing approach is usually realistic.

Political party identifications have a clear and predictable effect on cereal consumption and cell phone plans.

A market segment is an individual customer who shares similar inclinations toward your brand.

Considering a continuum from "mass marketing" to "one­to­one marketing," market segmentation is .

Urban living affords certain elements of entertainment, and smaller towns offer different kinds of amusement.

Why Is Marketing Management Important

Customer Behavior

Targeting

Positioning

Products: Goods and Services

Brands

New Products and Innovation

Pricing

Channels of Distribution

Advertising Messages and Marketing Communication

Integrated Marketing Communication and Media Choices

Social Media

Customer Satisfaction and Customer Relationships

Marketing Research Tools

Marketing Strategy

Marketing Plans

Filters

Considering a continuum from "mass marketing" to "onetoone marketing," market segmentation is .