Exam 12: Understanding the Customer

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding.As Robi selects a name for his new product,designs its packaging,and creates a label,he is involved in developing which of the following strategies?

The categories of heavy,moderate,and light users have to do with which type of segmentation?

The 7-member Beauchamp family recently purchased a mini-van because the ads for a GM Horizon showed that it could haul 8 or more people and still have room for books,bags,and sports equipment.GM Horizon was using which of the following forms of segmentation in its advertising?

What kind of segmentation is the publisher of Seventeen magazine using?

An ad for Virgin Airlines shows a traveller sleeping comfortably in the airline's new seats.This ad is using which of the following type of segmentation?

Shenshen Zhongxing Telecom (ZTE)is a Chinese company that is the only telecommunications company in China producing and marketing a specific inexpensive camera phone to sell to middle-class Chinese living in urban areas.Because ZTE targets a single segment within a limited geographical area,it can be said to have which of the following advantages?

A(n)____________________ is a large computerized file of the profiles and purchase patterns of customers and potential customers.

Which one of the following is a commonly used method for segmenting markets?

List the three basic marketing research techniques.

When Clorox targets heavy users of bleach,it is using volume segmentation.

Leigh Orren sat outside a service station every day for three weeks watching how people approach the gas pumps,pump gas,pay for their gas,and how long they stayed.Orren was engaged in which of the following?

Choosing the brand name,package size,and colour,and the length of warranty are components of the ____________________ strategy.

Which of the following BEST describes customer satisfaction?

A manufacturer will deal with wholesalers and retailers when planning which of the following strategies?

Which of the following BEST describes customer satisfaction?

Basing market decisions on what a product will do rather than on consumer characteristics is called benefit segmentation.

A target market is a specific group of consumers toward whom a firm directs its marketing effort.

The strategy that is based on the demand for the product and the cost of producing it is called the pricing strategy.

Scanner-based research is best described by which of the following?

Which of the following is the action that people take in buying and using goods and services?