Question 1

The first step in developing a positioning strategy is to ________.

Accepted Answer

A) create a product with a competitive advantage 
B) create target markets 
C) analyse the competitors' position in the marketplace 
D) set the marketing communications budget 
E) identify segmentation variables 
A) create a product with a competitive advantage 
B) create target markets 
C) analyse the competitors' position in the marketplace 
D) set the marketing communications budget 
E) identify segmentation variables C

Question 2

The three-step process of market segmentation involves segmenting,targeting and creating a brand personality.

Accepted Answer

A) True 
 B)False  False

Question 3

Recently engaged couples that visit the website can choose from a variety of diamonds and settings to create their own individualised rings.

Accepted Answer

A) inter-situational communications 
B) B2B marketing 
C) transactional management 
D) management information system (MIS) 
E) customer relationship management (CRM) 
A) inter-situational communications 
B) B2B marketing 
C) transactional management 
D) management information system (MIS) 
E) customer relationship management (CRM) E

Question 4

A company that uses a/n ________ targeting strategy is appealing to a broad spectrum of people.

Accepted Answer

A) concentrated 
B) differentiated 
C) undifferentiated 
D) fragmented 
E) customised 
A) concentrated 
B) differentiated 
C) undifferentiated 
D) fragmented 
E) customised

Question 5

Dimensions that divide the total market into fairly homogeneous groups,each with different needs,are called positioning variables.

Accepted Answer

A) True 
 B)False

Question 6

In one-to-one marketing,companies customise aspects of products or services offered to each consumer.

Accepted Answer

A) True 
 B)False

Question 7

A building supply company has many high-volume as well as low-volume customers.

Accepted Answer

A) Every November,send each customer a new calendar that has the phone number of the building supply company printed on the cover. 
B) Once or twice a year,mail a new product catalogue to each customer. 
C) Give each low-volume customer the company Web address so this customer can check building supply products being sold by this company. 
D) Every six months,have a customer service representative from the building supply company call each customer. 
E) Have a sales representative make a personal one-on-one appointment with each and every low-volume customer at least twice a month. 
A) Every November,send each customer a new calendar that has the phone number of the building supply company printed on the cover. 
B) Once or twice a year,mail a new product catalogue to each customer. 
C) Give each low-volume customer the company Web address so this customer can check building supply products being sold by this company. 
D) Every six months,have a customer service representative from the building supply company call each customer. 
E) Have a sales representative make a personal one-on-one appointment with each and every low-volume customer at least twice a month.

Question 8

An increasing number of companies are considering their relationships with customers as financial assets.

Accepted Answer

A) brand personality 
B) positioning 
C) customer equity 
D) VALS 
E) target market 
A) brand personality 
B) positioning 
C) customer equity 
D) VALS 
E) target market

Question 9

Generation Y consumers are easier to reach via website and email promotions than through television advertising.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements about customer relationship management (CRM)programs is true?

Accepted Answer

A) CRM programs include any communication channel that allows the customer to communicate directly with a company. 
B) Only consumer marketers can benefit from the use of CRM programs. 
C) To succeed,all companies should engage in CRM every time they interact with a customer. 
D) The success of a CRM program relies on its use of mass communication channels. 
E) Internet technology is viewed as a barrier to the implementation of CRM programs. 
A) CRM programs include any communication channel that allows the customer to communicate directly with a company. 
B) Only consumer marketers can benefit from the use of CRM programs. 
C) To succeed,all companies should engage in CRM every time they interact with a customer. 
D) The success of a CRM program relies on its use of mass communication channels. 
E) Internet technology is viewed as a barrier to the implementation of CRM programs.

Question 11

A family friendly vacation resort launched a series of new commercials showing a variety of activities and facilities.For example,different swimming pools for babies and adult swimmers/divers,one restaurant specialising in fast food and another restaurant catering to individuals preferring a gourmet menu.This resort wants the entire family to feel comfortable vacationing at this location.How are the marketers using family structure segmentation? Explain your response.

Accepted Answer

Family needs change over time.As members

Question 12

Airlines such as Qantas and Air New Zealand have developed frequent-flyer programs to encourage passengers to use the same airlines repeatedly.

Accepted Answer

A) socioeconomic 
B) demographic 
C) behavioural 
D) psychographic 
E) geodemographic 
A) socioeconomic 
B) demographic 
C) behavioural 
D) psychographic 
E) geodemographic

Question 13

Which of the following statements about the lifetime value of a customer is true?

Accepted Answer

A) CRM helps companies identify their customer's lifetime value. 
B) A company can either increase customer share or a customer's lifetime value but not both. 
C) A customer's lifetime value is easy to calculate. 
D) All customers have the same lifetime value. 
E) All of the above 
A) CRM helps companies identify their customer's lifetime value. 
B) A company can either increase customer share or a customer's lifetime value but not both. 
C) A customer's lifetime value is easy to calculate. 
D) All customers have the same lifetime value. 
E) All of the above

Question 14

According to the writings of Don Peppers and Martha Rogers,there is/are ________ step(s)in one-to-one marketing.

Accepted Answer

A) one 
B) two 
C) three 
D) four 
E) five 
A) one 
B) two 
C) three 
D) four 
E) five

Question 15

Companies that successfully practice customer relationship management (CRM)measure success by looking at ________.

Accepted Answer

A) current future value of the customer and share of market 
B) business potential and industry potential 
C) share of customer and lifetime value of the customer 
D) share of market and net present value of customer over a period of years 
E) a perceptual map and share of voice 
A) current future value of the customer and share of market 
B) business potential and industry potential 
C) share of customer and lifetime value of the customer 
D) share of market and net present value of customer over a period of years 
E) a perceptual map and share of voice

Question 16

How can a fast food company make use of the concept of market segmentation in their product,pricing and promotional strategies? Explain your answer.

Accepted Answer

Market segmentation is the process of di

Question 17

Assume that Watties' research showed that customers on the eastern side of Australia and in New Zealand wanted thick tomato sauce whereas customers along the western side of Australia favoured thinner tomato sauce.

Accepted Answer

A) consumerist 
B) geographic 
C) usage 
D) lifestyle 
E) psychographic 
A) consumerist 
B) geographic 
C) usage 
D) lifestyle 
E) psychographic

Question 18

You work for an adventure tourism company.The managing director has suggested that the company should develop specific tour packages for non-English speakers,families with at least five children,all under age 2,and women over 50.What criteria would you use to evaluate each segment?

Accepted Answer

Each segment would need to be evaluated

Question 19

Age,gender and income are all examples of ________.

Accepted Answer

A) positioning strategies 
B) homogenous populations 
C) sampling heuristics 
D) synergistic samples 
E) segmentation variables 
A) positioning strategies 
B) homogenous populations 
C) sampling heuristics 
D) synergistic samples 
E) segmentation variables

Question 20

The Fresh OJ Company's Healthy Heart juice targets consumers who like orange juice and who also want extra vitamins and no sodium.Their advertising suggests that orange juice should not just be drunk at breakfast but is a good choice at meals and during the day.How has The Fresh OJ Company used behavioural segmentation?

Accepted Answer

Behavioural segmentation categorises con

The first step in developing a positioning strategy is to ________.

The three-step process of market segmentation involves segmenting,targeting and creating a brand personality.

Recently engaged couples that visit the website can choose from a variety of diamonds and settings to create their own individualised rings.

A company that uses a/n ________ targeting strategy is appealing to a broad spectrum of people.

Dimensions that divide the total market into fairly homogeneous groups,each with different needs,are called positioning variables.

In one-to-one marketing,companies customise aspects of products or services offered to each consumer.

A building supply company has many high-volume as well as low-volume customers.

An increasing number of companies are considering their relationships with customers as financial assets.

Generation Y consumers are easier to reach via website and email promotions than through television advertising.

Which of the following statements about customer relationship management (CRM)programs is true?

Airlines such as Qantas and Air New Zealand have developed frequent-flyer programs to encourage passengers to use the same airlines repeatedly.

Which of the following statements about the lifetime value of a customer is true?

According to the writings of Don Peppers and Martha Rogers,there is/are ________ step(s)in one-to-one marketing.

Companies that successfully practice customer relationship management (CRM)measure success by looking at ________.

How can a fast food company make use of the concept of market segmentation in their product,pricing and promotional strategies? Explain your answer.

Assume that Watties' research showed that customers on the eastern side of Australia and in New Zealand wanted thick tomato sauce whereas customers along the western side of Australia favoured thinner tomato sauce.

You work for an adventure tourism company.The managing director has suggested that the company should develop specific tour packages for non-English speakers,families with at least five children,all under age 2,and women over 50.What criteria would you use to evaluate each segment?

Age,gender and income are all examples of ________.

Welcome to the World of Marketing: Creating and Delivering Value

Strategic Market Planning: Taking the Big Picture

Thriving in the Marketing Environment: The World Is Flat

Marketing Research: Gathering,analysing and Using Information

Consumer Behaviour: How and Why We Buy

Business-To-Business Markets: How and Why Organisations Buy

Creating and Managing Products

Services and Other Intangibles: Marketing a Product That Isnt There

Pricing the Product

One-To-Many: Advertising,consumer Sales Promotion and Public Relations

One-To-One: Trade Promotion,data-Driven Marketing and Personal Selling

Many-To-Many: Online Marketing Communication and New Media

Delivering Value Through Supply Chains and Logistics

Filters

Exam 7: Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management

The first step in developing a positioning strategy is to ________.

The three-step process of market segmentation involves segmenting,targeting and creating a brand personality.

Recently engaged couples that visit the website can choose from a variety of diamonds and settings to create their own individualised rings.

A company that uses a/n ________ targeting strategy is appealing to a broad spectrum of people.

Dimensions that divide the total market into fairly homogeneous groups,each with different needs,are called positioning variables.

In one-to-one marketing,companies customise aspects of products or services offered to each consumer.

A building supply company has many high-volume as well as low-volume customers.

An increasing number of companies are considering their relationships with customers as financial assets.

Generation Y consumers are easier to reach via website and email promotions than through television advertising.

Which of the following statements about customer relationship management (CRM)programs is true?

Airlines such as Qantas and Air New Zealand have developed frequent-flyer programs to encourage passengers to use the same airlines repeatedly.

Which of the following statements about the lifetime value of a customer is true?

According to the writings of Don Peppers and Martha Rogers,there is/are ________ step(s)in one-to-one marketing.

Companies that successfully practice customer relationship management (CRM)measure success by looking at ________.

How can a fast food company make use of the concept of market segmentation in their product,pricing and promotional strategies? Explain your answer.

Assume that Watties' research showed that customers on the eastern side of Australia and in New Zealand wanted thick tomato sauce whereas customers along the western side of Australia favoured thinner tomato sauce.

You work for an adventure tourism company.The managing director has suggested that the company should develop specific tour packages for non-English speakers,families with at least five children,all under age 2,and women over 50.What criteria would you use to evaluate each segment?

Age,gender and income are all examples of ________.

Welcome to the World of Marketing: Creating and Delivering Value

Strategic Market Planning: Taking the Big Picture

Thriving in the Marketing Environment: The World Is Flat

Marketing Research: Gathering,analysing and Using Information

Consumer Behaviour: How and Why We Buy

Business-To-Business Markets: How and Why Organisations Buy

Creating and Managing Products

Services and Other Intangibles: Marketing a Product That Isnt There

Pricing the Product

One-To-Many: Advertising,consumer Sales Promotion and Public Relations

One-To-One: Trade Promotion,data-Driven Marketing and Personal Selling

Many-To-Many: Online Marketing Communication and New Media

Delivering Value Through Supply Chains and Logistics

Filters