Question 1

A business can never have too many market segments.

Accepted Answer

A) True 
 B)False  False

Question 2

Grouping customers by their individual behaviour on the internet at a point in time is referred to as

Accepted Answer

A)  aggregate online behaviour. 
B)  psychographic segmentation. 
C)  occasionalization. 
D)  demographic segmentation. 
E)  online segmentation. 
A)  aggregate online behaviour. 
B)  psychographic segmentation. 
C)  occasionalization. 
D)  demographic segmentation. 
E)  online segmentation. C

Question 3

Customers differ based on

Accepted Answer

A)  their willingness to pay. 
B)  the size of the sales force. 
C)  the market share of the business. 
D)  the marketing communications strategy. 
E)  the sales execution plan. 
A)  their willingness to pay. 
B)  the size of the sales force. 
C)  the market share of the business. 
D)  the marketing communications strategy. 
E)  the sales execution plan. A

Question 4

Define the term "mass marketing" and provide an example.

Accepted Answer

Mass marketing is a concept that ignores

Question 5

Market segmentation will only be successful if

Accepted Answer

A)  it guides the sales force. 
B)  it is a complex scheme. 
C)  it is not implemented before all market research is complete. 
D)  it follows the same model as competitors. 
E)  it remains unchanged over time. 
A)  it guides the sales force. 
B)  it is a complex scheme. 
C)  it is not implemented before all market research is complete. 
D)  it follows the same model as competitors. 
E)  it remains unchanged over time.

Question 6

Not segmenting customers means that the business chooses to ignore the fact that different customers have different needs.

Accepted Answer

A) True 
 B)False

Question 7

Segmentation should be based on

Accepted Answer

A)  demographic and geographic variables. 
B)  competitors' segmentation models. 
C)  customer needs and customer attractiveness. 
D)  psychographic variables only. 
E)  easy-to-access data. 
A)  demographic and geographic variables. 
B)  competitors' segmentation models. 
C)  customer needs and customer attractiveness. 
D)  psychographic variables only. 
E)  easy-to-access data.

Question 8

Targeting upmarket travellers and training staff to accommodate their every need is an example of the Ritz-Carlton's

Accepted Answer

A)  research strategy. 
B)  financial strategy. 
C)  marketing communications strategy. 
D)  segmentation strategy. 
E)  public relations strategy. 
A)  research strategy. 
B)  financial strategy. 
C)  marketing communications strategy. 
D)  segmentation strategy. 
E)  public relations strategy.

Question 9

The founders of Apple avoided the classic pitfalls in market segmentation by

Accepted Answer

A)  becoming big. 
B)  not imitating their competitors. 
C)  relying on the easiest segmentation methods. 
D)  forgetting that segments change. 
E)  always using the same segmentation approach. 
A)  becoming big. 
B)  not imitating their competitors. 
C)  relying on the easiest segmentation methods. 
D)  forgetting that segments change. 
E)  always using the same segmentation approach.

Question 10

Businesses that try to be all things to all people

Accepted Answer

A)  conduct extensive marketing research. 
B)  lack a differentiated position in the marketplace. 
C)  save money on marketing communications. 
D)  manage customer value. 
E)  understand customer needs. 
A)  conduct extensive marketing research. 
B)  lack a differentiated position in the marketplace. 
C)  save money on marketing communications. 
D)  manage customer value. 
E)  understand customer needs.

Question 11

Research has shown that to ensure profitability, a business should select the largest customer based on sales volume as its target.

Accepted Answer

A) True 
 B)False

Question 12

The most effective way to segment customers is by geography or demographic variables.

Accepted Answer

A) True 
 B)False

Question 13

Smart businesses use their segmentation to direct every business activity.

Accepted Answer

A) True 
 B)False

Question 14

Even with customer segmentation, salespeople do not know which customers to target or which value propositions to deliver.

Accepted Answer

A) True 
 B)False

Question 15

Emerging segments are often the source of

Accepted Answer

A)  product research. 
B)  audience research. 
C)  future product development. 
D)  new revenue growth. 
E)  irrelevant segmentation. 
A)  product research. 
B)  audience research. 
C)  future product development. 
D)  new revenue growth. 
E)  irrelevant segmentation.

Question 16

By offering all customers the same value proposition, businesses run the risk of

Accepted Answer

A)  customers becoming less price-sensitive. 
B)  a competitor entering the market to satisfy unmet needs. 
C)  customer segmentation. 
D)  providing direction to the sales force. 
E)  reducing resources. 
A)  customers becoming less price-sensitive. 
B)  a competitor entering the market to satisfy unmet needs. 
C)  customer segmentation. 
D)  providing direction to the sales force. 
E)  reducing resources.

Question 17

Segmenting by market, not by product, is a common pitfall in marketing segmentation.

Accepted Answer

A) True 
 B)False

Question 18

Businesses must focus on fewer customer segments and serve them well with fewer brands, otherwise they face

Accepted Answer

A)  increased competition. 
B)  increased distribution. 
C)  escalating costs. 
D)  smaller product development budgets. 
E)  smaller marketing communications budgets. 
A)  increased competition. 
B)  increased distribution. 
C)  escalating costs. 
D)  smaller product development budgets. 
E)  smaller marketing communications budgets.

Question 19

The easiest way to segment customers is by

Accepted Answer

A)  psychographics. 
B)  beliefs. 
C)  opinions. 
D)  attitudes. 
E)  geography. 
A)  psychographics. 
B)  beliefs. 
C)  opinions. 
D)  attitudes. 
E)  geography.

Question 20

Emerging segments are often the source of new revenue growth.

Accepted Answer

A) True 
 B)False

Exam 31: Choosing Which Customers to Serve

A business can never have too many market segments.

Grouping customers by their individual behaviour on the internet at a point in time is referred to as

Customers differ based on

Define the term "mass marketing" and provide an example.

Market segmentation will only be successful if

Not segmenting customers means that the business chooses to ignore the fact that different customers have different needs.

Segmentation should be based on

Targeting upmarket travellers and training staff to accommodate their every need is an example of the Ritz-Carlton's

The founders of Apple avoided the classic pitfalls in market segmentation by

Businesses that try to be all things to all people

Research has shown that to ensure profitability, a business should select the largest customer based on sales volume as its target.

The most effective way to segment customers is by geography or demographic variables.

Smart businesses use their segmentation to direct every business activity.

Even with customer segmentation, salespeople do not know which customers to target or which value propositions to deliver.

Emerging segments are often the source of

By offering all customers the same value proposition, businesses run the risk of

Segmenting by market, not by product, is a common pitfall in marketing segmentation.

Businesses must focus on fewer customer segments and serve them well with fewer brands, otherwise they face

The easiest way to segment customers is by

Emerging segments are often the source of new revenue growth.

Microbial Life: Origin and Discovery

Observing the Microbial Cell

Cell Structure and Function

Bacterial Culture, Growth, and Development

Environmental Influences and Control of Microbial Growth

Viruses

Genomes and Chromosomes

Transcription, Translation, and Bioinformatics

Gene Transfer, Mutations, and Genome Evolution

Molecular Regulation

Viral Molecular Biology

Bio-techniques and Synthetic Biology

Energetics and Catabolism

Electron Flow in Organotrophy, Lithotrophy, and Phototrophy

Biosynthesis

Food and Industrial Microbiology

Origins and Evolution

Bacterial Diversity

Archaeal Diversity

Eukaryotic Diversity

Microbial Ecology

Microbes in Global Elemental Cycles

Human Microbiota and Innate Immunity

The Adaptive Immune Response

Microbial Pathogenesis

Microbial Diseases

Antimicrobial Therapy

Clinical Microbiology and Epidemiology

What Do Winning Organizations Do Well

Understanding Customer Needs

Developing a Strong Marketing Plan

Product and Brand Strategies

Pricing Strategies

Channel Strategies

Marketing Communications Strategies

Delivering Customer Value

Building a Customer-Focused Business

Customer Attraction, Satisfaction, and Retention Strategies

Building the Marketing Organization of the Future

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