Question 1

Demographic segmentation is best described as _______.

Accepted Answer

A) Using characteristics of human populations to segment the market 
B) Using characteristics of geography to segment the market 
C) Using characteristics of lifestyle to segment the market 
D) Using characteristics of virtual communities to segment the market 
E) All of these 
A) Using characteristics of human populations to segment the market 
B) Using characteristics of geography to segment the market 
C) Using characteristics of lifestyle to segment the market 
D) Using characteristics of virtual communities to segment the market 
E) All of these

Question 2

When a company has doubtful positioning,consumers view the claims made by the company as ________.

Accepted Answer

A) Being exaggerated 
B) Lacking efficiency 
C) Lacking credibility 
D) Exceeding performance 
E) Lacking performance 
A) Being exaggerated 
B) Lacking efficiency 
C) Lacking credibility 
D) Exceeding performance 
E) Lacking performance

Question 3

_______________ is the third 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 4

The concept of being able to get either secondary and/or primary data on a market being considered for segmentation means _______.

Accepted Answer

A) Differentiation 
B) Targeting 
C) The market is accessible to media 
D) The market is readily identifiable and can be measured 
E) The market is primed to be attacked by media 
A) Differentiation 
B) Targeting 
C) The market is accessible to media 
D) The market is readily identifiable and can be measured 
E) The market is primed to be attacked by media

Question 5

A company that uses positioning often uses a price-quality perceptual map to show where it is positioned versus the competition.This helps it understand if it needs to either change pricing strategy or quality standards.

Accepted Answer

A) True 
 B)False

Question 6

When consumers have too narrow an understanding of the company,brand,or product,it is called ________.

Accepted Answer

A) Underachieving 
B) Overpositioning 
C) Underpositioning 
D) Perplexing positioning 
E) Lack of positioning 
A) Underachieving 
B) Overpositioning 
C) Underpositioning 
D) Perplexing positioning 
E) Lack of positioning

Question 7

_____________ are the largest minority group with a total population of ______.

Accepted Answer

A) Hispanics, 50 million 
B) African-Americans, 60 million 
C) Hispanics, 28 million 
D) Asians, 40 million 
E) African-Americans, 50 million 
A) Hispanics, 50 million 
B) African-Americans, 60 million 
C) Hispanics, 28 million 
D) Asians, 40 million 
E) African-Americans, 50 million

Question 8

Age is a commonly used method of segmentation.Age alone,however,may be dangerous because _________.

Accepted Answer

A) Lumping older or younger customers together in one group may not truly reflect the market 
B) Family life cycle may be a better method 
C) Sometimes marketers miss a less-than-obvious segment based on assumptions instead of research 
D) Chronological age and attitudinal age may be different 
E) All of these 
A) Lumping older or younger customers together in one group may not truly reflect the market 
B) Family life cycle may be a better method 
C) Sometimes marketers miss a less-than-obvious segment based on assumptions instead of research 
D) Chronological age and attitudinal age may be different 
E) All of these

Question 9

Generation Y,people born between 1965 and 1977,tend to be pragmatic,optimistic,good team players,savvy,and edgy in nature.

Accepted Answer

A) True 
 B)False

Question 10

CRM software is best selected for purchase by the Information Technology department since the "techies" will need to maintain it and better understand the required functions.

Accepted Answer

A) True 
 B)False

Question 11

The sequential steps to successful segmentation are _________________.

Accepted Answer

A) Positioning, targeting, and segmenting 
B) Research, fulfillment analysis, and churn rate 
C) Segmenting, targeting, and positioning 
D) Need identification, qualitative research, and positioning 
E) Consumer analysis, content analysis, and segmenting 
A) Positioning, targeting, and segmenting 
B) Research, fulfillment analysis, and churn rate 
C) Segmenting, targeting, and positioning 
D) Need identification, qualitative research, and positioning 
E) Consumer analysis, content analysis, and segmenting

Question 12

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

Accepted Answer

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

Question 13

The region,the density of the population,and the size of the population are terms for techniques to use in ________.

Accepted Answer

A) Positioning 
B) Differentiation 
C) Democratic segmentation 
D) Population parameter estimation 
E) Geographic segmentation 
A) Positioning 
B) Differentiation 
C) Democratic segmentation 
D) Population parameter estimation 
E) Geographic segmentation

Question 14

Differentiation strategy implies that a company is able to compete on a basis that is ________.

Accepted Answer

A) The same as competition 
B) Unique and where customers are willing to pay a premium 
C) A leadership price position 
D) Driven by customer contact 
E) Derived product demand 
A) The same as competition 
B) Unique and where customers are willing to pay a premium 
C) A leadership price position 
D) Driven by customer contact 
E) Derived product demand

Question 15

Every zip code in the United States falls into profiles provided by Nielsen's Claritas in its database called _________.

Accepted Answer

A) GEO-FIX 
B) PRIZM 
C) AIO 
D) VALS 
E) Psychovision 
A) GEO-FIX 
B) PRIZM 
C) AIO 
D) VALS 
E) Psychovision

Question 16

Firms that develop such close relationships with customers that they seem to deliver customized goods and services are engaged in ____________ marketing.

Accepted Answer

A) Concentrated target marketing 
B) One-to-one marketing 
C) Differentiated marketing 
D) Undifferentiated marketing 
E) Shotgun marketing 
A) Concentrated target marketing 
B) One-to-one marketing 
C) Differentiated marketing 
D) Undifferentiated marketing 
E) Shotgun marketing

Question 17

Firms considering their positioning statements frequently use perceptual maps.The simplest of these maps rank the firm on ____________ dimensions.

Accepted Answer

A) One 
B) Two 
C) Three 
D) Four 
E) Five 
A) One 
B) Two 
C) Three 
D) Four 
E) Five

Question 18

Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.

Accepted Answer

A) True 
 B)False

Question 19

In general,B2B segmentation is more straightforward than B2C segmentation.

Accepted Answer

A) True 
 B)False

Question 20

At one time,specialized companies catered to markets segmented by race.Today ______.

Accepted Answer

A) The segments are indistinguishable 
B) The segments have declined in size 
C) The segments have become targets of mainstream businesses that offer specialized products 
D) The segments all buy the same products 
E) The segments lack differentiation 
A) The segments are indistinguishable 
B) The segments have declined in size 
C) The segments have become targets of mainstream businesses that offer specialized products 
D) The segments all buy the same products 
E) The segments lack differentiation

Demographic segmentation is best described as _______.

When a company has doubtful positioning,consumers view the claims made by the company as ________.

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

The concept of being able to get either secondary and/or primary data on a market being considered for segmentation means _______.

A company that uses positioning often uses a price-quality perceptual map to show where it is positioned versus the competition.This helps it understand if it needs to either change pricing strategy or quality standards.

When consumers have too narrow an understanding of the company,brand,or product,it is called ________.

_______ are the largest minority group with a total population of .

Age is a commonly used method of segmentation.Age alone,however,may be dangerous because _________.

Generation Y,people born between 1965 and 1977,tend to be pragmatic,optimistic,good team players,savvy,and edgy in nature.

CRM software is best selected for purchase by the Information Technology department since the "techies" will need to maintain it and better understand the required functions.

The sequential steps to successful segmentation are _________________.

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

The region,the density of the population,and the size of the population are terms for techniques to use in ________.

Differentiation strategy implies that a company is able to compete on a basis that is ________.

Every zip code in the United States falls into profiles provided by Nielsen's Claritas in its database called _________.

Firms that develop such close relationships with customers that they seem to deliver customized goods and services are engaged in ____________ marketing.

Firms considering their positioning statements frequently use perceptual maps.The simplest of these maps rank the firm on ____________ dimensions.

Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.

In general,B2B segmentation is more straightforward than B2C segmentation.

At one time,specialized companies catered to markets segmented by race.Today ______.

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

Demographic segmentation is best described as _______.

When a company has doubtful positioning,consumers view the claims made by the company as ________.

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

The concept of being able to get either secondary and/or primary data on a market being considered for segmentation means _______.

A company that uses positioning often uses a price-quality perceptual map to show where it is positioned versus the competition.This helps it understand if it needs to either change pricing strategy or quality standards.

When consumers have too narrow an understanding of the company,brand,or product,it is called ________.

_____________ are the largest minority group with a total population of ______.

Age is a commonly used method of segmentation.Age alone,however,may be dangerous because _________.

Generation Y,people born between 1965 and 1977,tend to be pragmatic,optimistic,good team players,savvy,and edgy in nature.

CRM software is best selected for purchase by the Information Technology department since the "techies" will need to maintain it and better understand the required functions.

The sequential steps to successful segmentation are _________________.

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

The region,the density of the population,and the size of the population are terms for techniques to use in ________.

Differentiation strategy implies that a company is able to compete on a basis that is ________.

Every zip code in the United States falls into profiles provided by Nielsen's Claritas in its database called _________.

Firms that develop such close relationships with customers that they seem to deliver customized goods and services are engaged in ____________ marketing.

Firms considering their positioning statements frequently use perceptual maps.The simplest of these maps rank the firm on ____________ dimensions.

Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.

In general,B2B segmentation is more straightforward than B2C segmentation.

At one time,specialized companies catered to markets segmented by race.Today ______.

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

_______ are the largest minority group with a total population of .