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

A chocolate bar manufacturer sells a range of chocolate bars and lollies in supermarkets and discount stores under the brand name 'Budget Sweeties' with no product priced over $2.

A basic assumption of ________ is that people who live near one another share similar characteristics.

A large amusement park sells tickets at its main gate for guests who are visiting the park for just that one day.The park also sells tickets that can be reused several times,however only on weekdays.What market segmentation is being implemented by the amusement park in selling the two different types of tickets?

A store selling ice cream offers more than thirty different flavours of their product.If a customer so wishes,different flavours of ice cream can be mixed and served in one ice cream cone.How has this ice cream store implemented marketing segmentation? Explain your answer.

A new family just moved into the old house on the corner.Three generations of family members are sharing this big house.Different styles of music can be heard coming from the windows of this house.The neighbours can always tell who is enjoying their music.What is market fragmentation,and how it is illustrated in this example?

Historically,marketers have measured success in a product category by their share of the market.

A national retailer of uniforms ran one advertisement targeting male nurses and another advertisement targeting female nurses.

A viable target market should ________.

You have found a statistic showing that one in ten people are left-handed.Your company manufactures consumer electrical appliances such as irons.Explain the criteria that should be used when evaluating whether or not to pursue this market segment and provide your recommendation as to whether the company should manufacture specific electrical products for these left handed consumers.

A/n ________ would likely include customer demographics,location,lifestyle information,and a description of how frequently the customer buys the product.

A company selling clothing portrays all people wearing its clothing in its advertising as being interested in physical fitness,involved in a range of outdoor activities,fans of the television show Survivor and concerned about the environment.What segmentation variable or variables is this company using? Who would these advertisements not necessarily appeal to?

Marketers are not interested in tweens as they have limited money of their own.

A consumer's national origin can be a strong indicator of their preferences for ________.

The first step in one-to-one marketing is for a company to ________.

There are five steps in one-on-one marketing as presented in the writing of Don Peppers and Martha Rogers.

A viable target market should ________.

You work for a local restaurant.Business has been slow,and you have suggested some promotions targeted to specific market segments.What three demographic segmentation variables would you recommend using and suggest one promotion that would appeal to each?

The term 'share of customer' is synonymous with share of market.

The most important aspect of customer relationship management (CRM)is that it ________.

On what does the success of one-to-one marketing depend?