Question 1

The best way to segment customers is by examining their needs and their attractiveness to you.

Accepted Answer

A) True 
 B)False  True

Question 2

Smart businesses use their segmentation to direct every business activity.

Accepted Answer

A) True 
 B)False  True

Question 3

Cessna,the aircraft manufacturer,focuses its efforts on serving the needs of the corporate customer.This is an example of

Accepted Answer

A) a product strategy. 
B) customer segmentation. 
C) sales execution. 
D) cross-functional alignment. 
E) a marketing communications strategy. 
A) a product strategy. 
B) customer segmentation. 
C) sales execution. 
D) cross-functional alignment. 
E) a marketing communications strategy. B

Question 4

Explain why segmenting customers by demographic variables is rarely effective.

Accepted Answer

Two consumers may make the same amount o

Question 5

Sony focused on this emerging segment when it introduced the transistor radio almost 60 years ago.

Accepted Answer

A) teens 
B) adults 
C) married couples 
D) seniors 
E) small business owners 
A) teens 
B) adults 
C) married couples 
D) seniors 
E) small business owners

Question 6

If a business offers all its customers only one value proposition,it is preserving its resources.

Accepted Answer

A) True 
 B)False

Question 7

Explain how segmenting and targeting customers was the key to W.L.Gore & Associates' successful introduction of its shred-proof dental floss,Glide.

Accepted Answer

They decided to target their innovation

Question 8

When selecting target markets,it is important to balance revenue potential with

Accepted Answer

A) market research. 
B) the cost to serve the segment. 
C) geographic variables. 
D) demographic variables. 
E) psychographic variables. 
A) market research. 
B) the cost to serve the segment. 
C) geographic variables. 
D) demographic variables. 
E) psychographic variables.

Question 9

Even with customer segmentation,salespeople do not know which customers to target or which value propositions to deliver.

Accepted Answer

A) True 
 B)False

Question 10

Although customer needs change over time,market segments tend to stay relevant.

Accepted Answer

A) True 
 B)False

Question 11

The founders of Apple avoided the classic pitfalls in market segmentation by

Accepted Answer

A) becoming big. 
B) not imitating their competitors. 
C) relying on the easiest segmentation methods. 
D) forgetting that segments change. 
E) always using the same segmentation approach. 
A) becoming big. 
B) not imitating their competitors. 
C) relying on the easiest segmentation methods. 
D) forgetting that segments change. 
E) always using the same segmentation approach.

Question 12

Usage segmentation studies psychographic variables for segmenting customers on the internet.

Accepted Answer

A) True 
 B)False

Question 13

If a business is using the same segmentation approach as its competitors,it is not garnering a competitive advantage for itself.

Accepted Answer

A) True 
 B)False

Question 14

Starbucks gained a competitive advantage by segmenting the market based on where coffee was consumed and how it was viewed.

Accepted Answer

A) True 
 B)False

Question 15

A method of classifying individuals into nine psychological types based on their lifestyles,attitudes,interests,and personality is known as

Accepted Answer

A) the market segmentation plan. 
B) the Value and Lifestyles (VALS)program. 
C) geographic segmentation. 
D) demographic variable segmentation. 
E) mass marketing. 
A) the market segmentation plan. 
B) the Value and Lifestyles (VALS)program. 
C) geographic segmentation. 
D) demographic variable segmentation. 
E) mass marketing.

Question 16

By offering all customers the same value proposition,businesses run the risk of

Accepted Answer

A) customers becoming less price-sensitive. 
B) a competitor entering the market to satisfy unmet needs. 
C) customer segmentation. 
D) providing direction to the sales force. 
E) reducing resources. 
A) customers becoming less price-sensitive. 
B) a competitor entering the market to satisfy unmet needs. 
C) customer segmentation. 
D) providing direction to the sales force. 
E) reducing resources.

Question 17

In selecting target customers,businesses should analyze

Accepted Answer

A) feedback from the sales force. 
B) customer attractiveness. 
C) competitive activity. 
D) segmentation methodology. 
E) emerging segments. 
A) feedback from the sales force. 
B) customer attractiveness. 
C) competitive activity. 
D) segmentation methodology. 
E) emerging segments.

Question 18

Define the term "mass marketing" and provide an example.

Accepted Answer

Mass marketing is a concept that ignores

Question 19

What is the ideal method for segmenting customers on the internet?

Accepted Answer

Usage segmentation groups customers by t

Question 20

In a survey of executives at 200 large firms,this percentage reported they had conducted a major segmentation exercise during the previous two years.

Accepted Answer

A) 14% 
B) 25% 
C) 42% 
D) 59% 
E) 70% 
A) 14% 
B) 25% 
C) 42% 
D) 59% 
E) 70%

The best way to segment customers is by examining their needs and their attractiveness to you.

Smart businesses use their segmentation to direct every business activity.

Cessna,the aircraft manufacturer,focuses its efforts on serving the needs of the corporate customer.This is an example of

Explain why segmenting customers by demographic variables is rarely effective.

Sony focused on this emerging segment when it introduced the transistor radio almost 60 years ago.

If a business offers all its customers only one value proposition,it is preserving its resources.

Explain how segmenting and targeting customers was the key to W.L.Gore & Associates' successful introduction of its shred-proof dental floss,Glide.

When selecting target markets,it is important to balance revenue potential with

Even with customer segmentation,salespeople do not know which customers to target or which value propositions to deliver.

Although customer needs change over time,market segments tend to stay relevant.

The founders of Apple avoided the classic pitfalls in market segmentation by

Usage segmentation studies psychographic variables for segmenting customers on the internet.

If a business is using the same segmentation approach as its competitors,it is not garnering a competitive advantage for itself.

Starbucks gained a competitive advantage by segmenting the market based on where coffee was consumed and how it was viewed.

A method of classifying individuals into nine psychological types based on their lifestyles,attitudes,interests,and personality is known as

By offering all customers the same value proposition,businesses run the risk of

In selecting target customers,businesses should analyze

Define the term "mass marketing" and provide an example.

What is the ideal method for segmenting customers on the internet?

In a survey of executives at 200 large firms,this percentage reported they had conducted a major segmentation exercise during the previous two years.

What Do Winning Organizations Do Well

Understanding Customer Needs

Developing a Strong Marketing Plan

Product and Brand Strategies

Pricing Strategies

Channel Strategies

Marketing Communications Strategies

Delivering Customer Value

Building a Customer-Focused Business

Customer Attraction, Satisfaction, and Retention Strategies

Building the Marketing Organization of the Future

Filters

Exam 3: Choosing Which Customers to Serve

The best way to segment customers is by examining their needs and their attractiveness to you.

Smart businesses use their segmentation to direct every business activity.

Cessna,the aircraft manufacturer,focuses its efforts on serving the needs of the corporate customer.This is an example of

Explain why segmenting customers by demographic variables is rarely effective.

Sony focused on this emerging segment when it introduced the transistor radio almost 60 years ago.

If a business offers all its customers only one value proposition,it is preserving its resources.

Explain how segmenting and targeting customers was the key to W.L.Gore & Associates' successful introduction of its shred-proof dental floss,Glide.

When selecting target markets,it is important to balance revenue potential with

Even with customer segmentation,salespeople do not know which customers to target or which value propositions to deliver.

Although customer needs change over time,market segments tend to stay relevant.

The founders of Apple avoided the classic pitfalls in market segmentation by

Usage segmentation studies psychographic variables for segmenting customers on the internet.

If a business is using the same segmentation approach as its competitors,it is not garnering a competitive advantage for itself.

Starbucks gained a competitive advantage by segmenting the market based on where coffee was consumed and how it was viewed.

A method of classifying individuals into nine psychological types based on their lifestyles,attitudes,interests,and personality is known as

By offering all customers the same value proposition,businesses run the risk of

In selecting target customers,businesses should analyze

Define the term "mass marketing" and provide an example.

What is the ideal method for segmenting customers on the internet?

In a survey of executives at 200 large firms,this percentage reported they had conducted a major segmentation exercise during the previous two years.

What Do Winning Organizations Do Well

Understanding Customer Needs

Developing a Strong Marketing Plan

Product and Brand Strategies

Pricing Strategies

Channel Strategies

Marketing Communications Strategies

Delivering Customer Value

Building a Customer-Focused Business

Customer Attraction, Satisfaction, and Retention Strategies

Building the Marketing Organization of the Future

Filters