Question 1

One of the reasons marketers use loyalty segmentation is

Accepted Answer

A)  the high cost of finding new customers. 
B)  government tax incentives. 
C)  accounting difficulties associated with identifying new customers. 
D)  rapid population increases. 
E)  the failure of micromarketing as a workable strategy. 
A)  the high cost of finding new customers. 
B)  government tax incentives. 
C)  accounting difficulties associated with identifying new customers. 
D)  rapid population increases. 
E)  the failure of micromarketing as a workable strategy.

Question 2

Gloria is opening an upscale women's clothing store in a growing suburban residential area.Gloria knows her target market is upper-income women living within 20 miles of her store.She can't afford to purchase Tapestry analysis,so she will most likely use __________ as a basis for targeting her market.

Accepted Answer

A)  voter registration lists 
B)  the city phone book 
C)  real estate values by subdivision 
D)  public school enrollment data 
E)  new construction data 
A)  voter registration lists 
B)  the city phone book 
C)  real estate values by subdivision 
D)  public school enrollment data 
E)  new construction data

Question 3

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Accepted Answer

A)  geodemographic 
B)  benefit 
C)  psychographic 
D)  loyalty 
E)  geographic 
A)  geodemographic 
B)  benefit 
C)  psychographic 
D)  loyalty 
E)  geographic

Question 4

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

Accepted Answer

Segmentation,targeting,and positioning b

Question 5

Firms use a differentiated targeting strategy because

Accepted Answer

A)  it is easier than mass marketing. 
B)  it helps obtain a bigger share of the market. 
C)  it is better than focusing on individual or small groups of potential customers. 
D)  most market segments are too small to be profitable. 
E)  banks are more willing to extend credit to companies with this strategic approach. 
A)  it is easier than mass marketing. 
B)  it helps obtain a bigger share of the market. 
C)  it is better than focusing on individual or small groups of potential customers. 
D)  most market segments are too small to be profitable. 
E)  banks are more willing to extend credit to companies with this strategic approach.

Question 6

List the steps in the segmentation,targeting,and positioning process.

Accepted Answer

Segmentation: step 1,establish overall

Question 7

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

Accepted Answer

A)  responsive. 
B)  identifiable. 
C)  reachable. 
D)  substantial. 
E)  reactive. 
A)  responsive. 
B)  identifiable. 
C)  reachable. 
D)  substantial. 
E)  reactive.

Question 8

When airlines created frequent-flyer programs,they were among the first retailers to embrace

Accepted Answer

A)  geographic segmentation. 
B)  education segmentation. 
C)  lifestyle segmentation. 
D)  convenience segmentation. 
E)  loyalty segmentation. 
A)  geographic segmentation. 
B)  education segmentation. 
C)  lifestyle segmentation. 
D)  convenience segmentation. 
E)  loyalty segmentation.

One of the reasons marketers use loyalty segmentation is

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

Firms use a differentiated targeting strategy because

List the steps in the segmentation,targeting,and positioning process.

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

When airlines created frequent-flyer programs,they were among the first retailers to embrace

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 9: Segmentation,targeting,and Positioning

One of the reasons marketers use loyalty segmentation is

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

Firms use a differentiated targeting strategy because

List the steps in the segmentation,targeting,and positioning process.

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

When airlines created frequent-flyer programs,they were among the first retailers to embrace

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters