Question 1

Describe how marketers use multiple segmentation bases to their advantage.

Accepted Answer

Marketers rarely limit their segmenting

Question 2

Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike swoosh, or Apple's "bite mark" logo provide strong company or brand recognition and are indicative of ________ differentiation.

Accepted Answer

A)  people 
B)  image 
C)  channel 
D)  services 
E)  product 
A)  people 
B)  image 
C)  channel 
D)  services 
E)  product

Question 3

In evaluating different market segments, a firm should look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources.

Accepted Answer

A) True 
 B)False

Question 4

When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.

Accepted Answer

A)  measurable 
B)  profitable 
C)  substantial 
D)  actionable 
E)  competitive 
A)  measurable 
B)  profitable 
C)  substantial 
D)  actionable 
E)  competitive

Question 5

GamaPix makes point-and-shoot cameras and handycams for amateur photographers and hobbyists. It also has a separate line of cameras dedicated to professional photographers. Additionally, it designs separate offers for each segment. Which of the following marketing strategies does GamaPix most likely use in this instance?

Accepted Answer

A)  mass marketing 
B)  differentiated marketing 
C)  individual marketing 
D)  local marketing 
E)  direct marketing 
A)  mass marketing 
B)  differentiated marketing 
C)  individual marketing 
D)  local marketing 
E)  direct marketing

Question 6

What are the primary requirements for effective market segmentation?

Accepted Answer

To be useful, market segments must be:
1

Question 7

Demographic segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.

Accepted Answer

A) True 
 B)False

Question 8

Shine Enterprises mass produces an all-purpose floor cleaner that is aimed at the whole market. This firm uses a(n) ________ marketing strategy.

Accepted Answer

A)  segmented 
B)  undifferentiated 
C)  individual 
D)  niche 
E)  one-to-one 
A)  segmented 
B)  undifferentiated 
C)  individual 
D)  niche 
E)  one-to-one

Question 9

Which of the following is true about behavioral segmentation on the basis of the loyalty variable?

Accepted Answer

A)  Consumers tend to pay more for products that are targeted at their respective age group or generation. 
B)  By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them. 
C)  Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than those who are not. 
D)  Completely loyal customers of a brand are typically loyal to two or three brands of a given product. 
E)  Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable. 
A)  Consumers tend to pay more for products that are targeted at their respective age group or generation. 
B)  By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them. 
C)  Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than those who are not. 
D)  Completely loyal customers of a brand are typically loyal to two or three brands of a given product. 
E)  Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable.

Describe how marketers use multiple segmentation bases to their advantage.

Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike swoosh, or Apple's "bite mark" logo provide strong company or brand recognition and are indicative of ________ differentiation.

In evaluating different market segments, a firm should look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources.

When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.

What are the primary requirements for effective market segmentation?

Demographic segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.

Shine Enterprises mass produces an all-purpose floor cleaner that is aimed at the whole market. This firm uses a(n) ________ marketing strategy.

Which of the following is true about behavioral segmentation on the basis of the loyalty variable?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 7: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Describe how marketers use multiple segmentation bases to their advantage.

Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike swoosh, or Apple's "bite mark" logo provide strong company or brand recognition and are indicative of ________ differentiation.

In evaluating different market segments, a firm should look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources.

When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.

What are the primary requirements for effective market segmentation?

Demographic segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.

Shine Enterprises mass produces an all-purpose floor cleaner that is aimed at the whole market. This firm uses a(n) ________ marketing strategy.

Which of the following is true about behavioral segmentation on the basis of the loyalty variable?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters