Question 1

Usage segmentation studies psychographic variables for segmenting customers on the internet.

Accepted Answer

A) True 
 B)False

Question 2

If a business is using the same segmentation approach as its competitors, it is not garnering a competitive advantage for itself.

Accepted Answer

A) True 
 B)False

Question 3

Every business needs to decide whether it wants to chase customers or chase profitability. It usually cannot have both.

Accepted Answer

A) True 
 B)False

Question 4

A large grocery chain's analysis of its customer segments showed that even making small changes to ________________ would have a significant impact on profitability.

Accepted Answer

A)  pricing strategies 
B)  distribution strategies 
C)  marketing communications strategies 
D)  sales strategies 
E)  customers' behaviours 
A)  pricing strategies 
B)  distribution strategies 
C)  marketing communications strategies 
D)  sales strategies 
E)  customers' behaviours

Question 5

If a business offers all its customers only one value proposition, it is preserving its resources.

Accepted Answer

A) True 
 B)False

Question 6

Dell differentiated itself from the competition by segmenting the market based on where computers were bought and by pioneering the direct-to-customer model.

Accepted Answer

A) True 
 B)False

Question 7

To overcome the limitations of demographics as a segmentation variable, researchers turned to geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 8

Supermarkets and drug stores require manufacturers to pay for putting products on the shelves. This process is known as

Accepted Answer

A)  merchandising fees. 
B)  markups. 
C)  marketing fees. 
D)  cooperative advertising. 
E)  listing fees. 
A)  merchandising fees. 
B)  markups. 
C)  marketing fees. 
D)  cooperative advertising. 
E)  listing fees.

Question 9

When selecting target markets, it is important to balance revenue potential with

Accepted Answer

A)  market research. 
B)  the cost to serve the segment. 
C)  geographic variables. 
D)  demographic variables. 
E)  psychographic variables. 
A)  market research. 
B)  the cost to serve the segment. 
C)  geographic variables. 
D)  demographic variables. 
E)  psychographic variables.

Question 10

How did General Motors compete against Henry Ford, the consummate mass marketer?

Accepted Answer

A)  by offering only one automobile colour 
B)  by increasing advertising spending 
C)  by expanding the sales force 
D)  by segmenting the customer base 
E)  by expanding distribution 
A)  by offering only one automobile colour 
B)  by increasing advertising spending 
C)  by expanding the sales force 
D)  by segmenting the customer base 
E)  by expanding distribution

Question 11

A business that first segments its customers by geography, then by size of firm, and finally by customer needs data is

Accepted Answer

A)  targeting too many customers with one offering. 
B)  over-segmenting. 
C)  not investing in emerging markets. 
D)  using the same segmentation as competitors. 
E)  relying on the easiest segmentation approach. 
A)  targeting too many customers with one offering. 
B)  over-segmenting. 
C)  not investing in emerging markets. 
D)  using the same segmentation as competitors. 
E)  relying on the easiest segmentation approach.

Question 12

Cessna, the aircraft manufacturer, focuses its efforts on serving the needs of the corporate customer. This is an example of

Accepted Answer

A)  a product strategy. 
B)  customer segmentation. 
C)  sales execution. 
D)  cross-functional alignment. 
E)  a marketing communications strategy. 
A)  a product strategy. 
B)  customer segmentation. 
C)  sales execution. 
D)  cross-functional alignment. 
E)  a marketing communications strategy.

Question 13

The founders of Apple avoided the classic pitfalls in market segmentation by becoming a big company.

Accepted Answer

A) True 
 B)False

Question 14

Occasionalization segmentation recognizes that customers have different moods and use the internet for different reasons at different points in time.

Accepted Answer

A) True 
 B)False

Question 15

Arbol Industries began offering differentiated value propositions to each of their customer segments based on

Accepted Answer

A)  sales volume. 
B)  size of the firm. 
C)  their needs. 
D)  competitive concentration. 
E)  client attractiveness. 
A)  sales volume. 
B)  size of the firm. 
C)  their needs. 
D)  competitive concentration. 
E)  client attractiveness.

Question 16

Why is a business wasting resources if it only offers customers one value proposition? Provide an example.

Accepted Answer

It is wasting resources because it is ei

Question 17

A marketer that does not recognize customer needs and provides all customers with only one offer is practising

Accepted Answer

A)  market segmentation. 
B)  mass marketing. 
C)  personal selling. 
D)  competitive positioning. 
E)  narrowcasting. 
A)  market segmentation. 
B)  mass marketing. 
C)  personal selling. 
D)  competitive positioning. 
E)  narrowcasting.

Question 18

Psychographics do not tell companies what markets to enter, what products to introduce, and how to price these products.

Accepted Answer

A) True 
 B)False

Question 19

A business that divides its customers into those who want corporate videos developed, those who want sales conferences organized, and those who want ecommerce solutions is segmenting by product.

Accepted Answer

A) True 
 B)False

Question 20

The ideal method for segmenting customers on the internet is

Accepted Answer

A)  demographic segmentation. 
B)  psychographic segmentation. 
C)  geographic segmentation. 
D)  usage segmentation. 
E)  online segmentation. 
A)  demographic segmentation. 
B)  psychographic segmentation. 
C)  geographic segmentation. 
D)  usage segmentation. 
E)  online segmentation.

Exam 31: Choosing Which Customers to Serve

Usage segmentation studies psychographic variables for segmenting customers on the internet.

If a business is using the same segmentation approach as its competitors, it is not garnering a competitive advantage for itself.

Every business needs to decide whether it wants to chase customers or chase profitability. It usually cannot have both.

A large grocery chain's analysis of its customer segments showed that even making small changes to ________________ would have a significant impact on profitability.

If a business offers all its customers only one value proposition, it is preserving its resources.

Dell differentiated itself from the competition by segmenting the market based on where computers were bought and by pioneering the direct-to-customer model.

To overcome the limitations of demographics as a segmentation variable, researchers turned to geographic segmentation.

Supermarkets and drug stores require manufacturers to pay for putting products on the shelves. This process is known as

When selecting target markets, it is important to balance revenue potential with

How did General Motors compete against Henry Ford, the consummate mass marketer?

A business that first segments its customers by geography, then by size of firm, and finally by customer needs data is

Cessna, the aircraft manufacturer, focuses its efforts on serving the needs of the corporate customer. This is an example of

The founders of Apple avoided the classic pitfalls in market segmentation by becoming a big company.

Occasionalization segmentation recognizes that customers have different moods and use the internet for different reasons at different points in time.

Arbol Industries began offering differentiated value propositions to each of their customer segments based on

Why is a business wasting resources if it only offers customers one value proposition? Provide an example.

A marketer that does not recognize customer needs and provides all customers with only one offer is practising

Psychographics do not tell companies what markets to enter, what products to introduce, and how to price these products.

A business that divides its customers into those who want corporate videos developed, those who want sales conferences organized, and those who want ecommerce solutions is segmenting by product.

The ideal method for segmenting customers on the internet is

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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

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Bacterial Diversity

Archaeal Diversity

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Microbial Ecology

Microbes in Global Elemental Cycles

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Microbial Pathogenesis

Microbial Diseases

Antimicrobial Therapy

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