Exam 6: Sharpen the Focus: Target Marketing Strategies and Customer Relationship

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

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 ________.

Innovation, unique product features, and Quality are all examples of ________.

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 ________.

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

CRM programs facilitate communication from a company to its customers and from customers to the company.

A company's first step in customer relationship management should be to ________.

What is 80/20 rule?

Using a CRM approach, customers are prioritized and communication customized accordingly.

A product's position is based on important attributes as perceived by ________.

Which of the following statements about the lifetime value of a customer is true?

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

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?

Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews.Management also trains employees much better than competitors.Jaygo has gained a strong competitive advantage through which type of differentiation?

According to the long tail approach to selling, ________.

A viable target market should ________.

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.

Age and gender are examples of segmentation variables .

What are two ways the airline industry can benefit from the implementation of CRM systems? Explain your answer.

Which of the following is the process of evaluating and selecting the most viable market segment to enter?