Question 1

When a company decides its positioning strategy,it is impossible to overposition it against competition.

Accepted Answer

A) True 
 B)False

Question 2

VALS,a form of segmentation based on values and lifestyles,allows marketers to _________.

Accepted Answer

A) Better communicate with consumers 
B) Understand consumers' level of resources and motivation 
C) Connect to consumers either with their ideals, achievement, or self-expression 
D) View eight groups of consumers 
E) All of these 
A) Better communicate with consumers 
B) Understand consumers' level of resources and motivation 
C) Connect to consumers either with their ideals, achievement, or self-expression 
D) View eight groups of consumers 
E) All of these

Question 3

When it is said that a market can be reached,it means that _______.

Accepted Answer

A) The market can be reached by transportation 
B) The market can be reached by language 
C) The market can be reached by technology 
D) The market can be reached by communication 
E) All of these 
A) The market can be reached by transportation 
B) The market can be reached by language 
C) The market can be reached by technology 
D) The market can be reached by communication 
E) All of these

Question 4

Generation X is often referred to as the ________.

Accepted Answer

A) Spoiled generation 
B) Nonconsumption generation 
C) Millennial generation 
D) Baby bust generation 
E) None of these 
A) Spoiled generation 
B) Nonconsumption generation 
C) Millennial generation 
D) Baby bust generation 
E) None of these

Question 5

_______________ is the first element in the process cycle for CRM.

Accepted Answer

A) Analysis and refinement 
B) Supplier interface 
C) Customer interaction 
D) Knowledge discovery 
E) Marketing planning 
A) Analysis and refinement 
B) Supplier interface 
C) Customer interaction 
D) Knowledge discovery 
E) Marketing planning

Question 6

There are many variables in demographic segmentation,but _____________ is the most accurate statement about demographic segmentation.

Accepted Answer

A) Income, education, and occupation are very closely correlated 
B) Income is the most important variable to know about someone 
C) Age is usually not a factor in segmentation 
D) The youth culture is the most important segmentation variable 
E) It is easy to segment the middle strata using social class segmentation 
A) Income, education, and occupation are very closely correlated 
B) Income is the most important variable to know about someone 
C) Age is usually not a factor in segmentation 
D) The youth culture is the most important segmentation variable 
E) It is easy to segment the middle strata using social class segmentation

Question 7

Tiffany's offers many pieces of jewelry at prices below $200.Many consumers would never enter the store because they think the store's jewelry costs thousands of dollars.Tiffany's is suffering from the error of ______.

Accepted Answer

A) Underpositioning 
B) Doubtful positioning 
C) Overpositioning 
D) Confused positioning 
E) No positioning 
A) Underpositioning 
B) Doubtful positioning 
C) Overpositioning 
D) Confused positioning 
E) No positioning

Question 8

Garrett is moving into retirement and wants to cut his client base in half so he can work part time.In deciding which customers to keep,Garrett should look at the monetary prediction called _______________.

Accepted Answer

A) Customer longevity spending 
B) Total customer spending 
C) Total customer gross margin 
D) Customer lifetime value 
E) Total transaction spending 
A) Customer longevity spending 
B) Total customer spending 
C) Total customer gross margin 
D) Customer lifetime value 
E) Total transaction spending

Question 9

Serenity was born in 1970.Her parents met at the famous Woodstock music festival.She is a member of _____________.

Accepted Answer

A) The baby boomer generation 
B) The GI generation 
C) The silent generation 
D) Generation X 
E) the Millennial generation 
A) The baby boomer generation 
B) The GI generation 
C) The silent generation 
D) Generation X 
E) the Millennial generation

Question 10

Family life cycle segmentation factors include all but ____________.

Accepted Answer

A) Income 
B) Age 
C) Marital status 
D) Number of children 
E) Cohabitation 
A) Income 
B) Age 
C) Marital status 
D) Number of children 
E) Cohabitation

Question 11

Positioning is not what the company does to the product but what the company does to ______________________.

Accepted Answer

A) The mind of the customer 
B) The supply chain 
C) The competition 
D) Advertising 
E) Sales promotion 
A) The mind of the customer 
B) The supply chain 
C) The competition 
D) Advertising 
E) Sales promotion

Question 12

The razor is an example of a product that appeals to both men and women but reveals that ___________.

Accepted Answer

A) The same product class cannot be used to attack different gender markets 
B) By slightly altering a product you can attack different gender markets 
C) There are different needs and wants for the same product category based on gender 
D) Women are always different than men 
E) Both by slightly altering a product you can attack different gender markets and there are different needs and wants for the same product category based on gender 
A) The same product class cannot be used to attack different gender markets 
B) By slightly altering a product you can attack different gender markets 
C) There are different needs and wants for the same product category based on gender 
D) Women are always different than men 
E) Both by slightly altering a product you can attack different gender markets and there are different needs and wants for the same product category based on gender

Question 13

If a firm chooses more than one segment to attack,it should approach them sequentially,not all at the same time.

Accepted Answer

A) True 
 B)False

Question 14

Target marketing is the process by which __________.

Accepted Answer

A) The market is divided into cohesive groups 
B) The company evaluates segments and decides which ones have the most potential for development 
C) The company chooses which advertising strategy to use 
D) Groups are evaluated on the basis of high or low churn to see which is the most profitable 
E) The company collects cookies to track everyone who visits its website 
A) The market is divided into cohesive groups 
B) The company evaluates segments and decides which ones have the most potential for development 
C) The company chooses which advertising strategy to use 
D) Groups are evaluated on the basis of high or low churn to see which is the most profitable 
E) The company collects cookies to track everyone who visits its website

Question 15

The ____________ race and ethnicity market segment is not growing at a fast rate.

Accepted Answer

A) African-American 
B) Hispanic 
C) Asian-American 
D) Caucasian 
E) Catholic 
A) African-American 
B) Hispanic 
C) Asian-American 
D) Caucasian 
E) Catholic

Question 16

It is possible today to calculate the total financial return for each customer that we expected to be earned over the length of the customer relationship.

Accepted Answer

A) True 
 B)False

Question 17

A marketing manager using VALS is interested in ____________ segmentation.

Accepted Answer

A) Geographic 
B) Psychographic 
C) Geodemographic 
D) Occasion 
E) Benefits sought 
A) Geographic 
B) Psychographic 
C) Geodemographic 
D) Occasion 
E) Benefits sought

Question 18

_______ segmentation focuses on why people buy what they buy.

Accepted Answer

A) Benefits sought 
B) Usage rate 
C) Demographic 
D) Social class 
E) Occasion 
A) Benefits sought 
B) Usage rate 
C) Demographic 
D) Social class 
E) Occasion

Question 19

Apple Cora Anderson was born in 2001.She is a member of __________.

Accepted Answer

A) The baby boomer generation 
B) The GI generation 
C) The silent generation 
D) Generation X 
E) The Millennial generation or Generation Z 
A) The baby boomer generation 
B) The GI generation 
C) The silent generation 
D) Generation X 
E) The Millennial generation or Generation Z

Question 20

Positioning strategy is a process that often starts with ______.

Accepted Answer

A) Focus groups 
B) Surveys of customers 
C) Perceptual maps 
D) Panel research data 
E) None of these 
A) Focus groups 
B) Surveys of customers 
C) Perceptual maps 
D) Panel research data 
E) None of these

When a company decides its positioning strategy,it is impossible to overposition it against competition.

VALS,a form of segmentation based on values and lifestyles,allows marketers to _________.

When it is said that a market can be reached,it means that _______.

Generation X is often referred to as the ________.

_______________ is the first element in the process cycle for CRM.

There are many variables in demographic segmentation,but _____________ is the most accurate statement about demographic segmentation.

Tiffany's offers many pieces of jewelry at prices below $200.Many consumers would never enter the store because they think the store's jewelry costs thousands of dollars.Tiffany's is suffering from the error of ______.

Garrett is moving into retirement and wants to cut his client base in half so he can work part time.In deciding which customers to keep,Garrett should look at the monetary prediction called _______________.

Serenity was born in 1970.Her parents met at the famous Woodstock music festival.She is a member of _____________.

Family life cycle segmentation factors include all but ____________.

Positioning is not what the company does to the product but what the company does to ______________________.

The razor is an example of a product that appeals to both men and women but reveals that ___________.

If a firm chooses more than one segment to attack,it should approach them sequentially,not all at the same time.

Target marketing is the process by which __________.

The ____________ race and ethnicity market segment is not growing at a fast rate.

It is possible today to calculate the total financial return for each customer that we expected to be earned over the length of the customer relationship.

A marketing manager using VALS is interested in ____________ segmentation.

_______ segmentation focuses on why people buy what they buy.

Apple Cora Anderson was born in 2001.She is a member of __________.

Positioning strategy is a process that often starts with ______.

Marketing in Todays Business Milieu

Elements of Marketing Strategy,Planning,and Competition

Manage Marketing Information

Understand Business-To-Consumer Markets

Understand Business-To-Business Markets

Product Strategy and New-Product Development

Build the Brand

Service As the Core Offering

Manage Pricing Decisions

Manage Marketing Channels and Points of Customer Interface

Promotional Strategy and New Media

Advertising, sales Promotion, and Public Relations

Personal Selling and Direct Marketing

Understand the Global Marketplace: Marketing Without Borders

The Marketing Dashboard: Metrics for Measuring Marketing Performance

Filters

Exam 6: Segmentation, target Marketing, Positioning, and CRM

When a company decides its positioning strategy,it is impossible to overposition it against competition.

VALS,a form of segmentation based on values and lifestyles,allows marketers to _________.

When it is said that a market can be reached,it means that _______.

Generation X is often referred to as the ________.

_______________ is the first element in the process cycle for CRM.

There are many variables in demographic segmentation,but _____________ is the most accurate statement about demographic segmentation.

Tiffany's offers many pieces of jewelry at prices below $200.Many consumers would never enter the store because they think the store's jewelry costs thousands of dollars.Tiffany's is suffering from the error of ______.

Garrett is moving into retirement and wants to cut his client base in half so he can work part time.In deciding which customers to keep,Garrett should look at the monetary prediction called _______________.

Serenity was born in 1970.Her parents met at the famous Woodstock music festival.She is a member of _____________.

Family life cycle segmentation factors include all but ____________.

Positioning is not what the company does to the product but what the company does to ______________________.

The razor is an example of a product that appeals to both men and women but reveals that ___________.

If a firm chooses more than one segment to attack,it should approach them sequentially,not all at the same time.

Target marketing is the process by which __________.

The ____________ race and ethnicity market segment is not growing at a fast rate.

It is possible today to calculate the total financial return for each customer that we expected to be earned over the length of the customer relationship.

A marketing manager using VALS is interested in ____________ segmentation.

_______ segmentation focuses on why people buy what they buy.

Apple Cora Anderson was born in 2001.She is a member of __________.

Positioning strategy is a process that often starts with ______.

Marketing in Todays Business Milieu

Elements of Marketing Strategy,Planning,and Competition

Manage Marketing Information

Understand Business-To-Consumer Markets

Understand Business-To-Business Markets

Product Strategy and New-Product Development

Build the Brand

Service As the Core Offering

Manage Pricing Decisions

Manage Marketing Channels and Points of Customer Interface

Promotional Strategy and New Media

Advertising, sales Promotion, and Public Relations

Personal Selling and Direct Marketing

Understand the Global Marketplace: Marketing Without Borders

The Marketing Dashboard: Metrics for Measuring Marketing Performance

Filters