Question 1

According to Forrester Research consumer technographic segments, ________ are technophiles and technology laggards, being least receptive audience for new technologies.

Accepted Answer

A)   techno strivers
B)   sidelined citizens
C)   fast forwards
D)   surfers B

Question 2

________ is what a company does to the product, as opposed to ________, which is what a company does to the mind.

Accepted Answer

A)   Differentiation; Positioning
B)   Positioning; Differentiation
C)   Differentiation; Commercialization
D)   Positioning; Commercialization A

Question 3

All of the following are used as bases for segmenting usage except ________.

Accepted Answer

A)   home versus work access
B)   mobile access
C)   brand loyalty
D)   online engagement level C

Question 4

According to the text, market offerings can be differentiated along many dimensions, except ________.

Accepted Answer

A)   product
B)   service
C)   personnel
D)   price

Question 5

Discuss the issues surrounding global Facebook and internet adoption, as well as their implications for e-marketers.

Accepted Answer

The answer of Discuss the issues surrounding global Facebook and...

Question 6

Which of the following are the top three languages used on most webpages?

Accepted Answer

A)   English, Spanish, and German
B)   English, Chinese, and Spanish,
C)   English, Spanish, and Japanese
D)   English, Japanese, and Chinese

Question 7

According to Forrester Research's scheme of technographic segments, which of the following is most likely to be a receptive audience of new technologies.

Accepted Answer

A)   fast followers
B)   sidelined citizens
C)   cautious onlookers
D)   handshakers

Question 8

Demographics include all the following except ________.

Accepted Answer

A)   ethnicity
B)   age
C)   education
D)   lifestyle

Question 9

Targeting is the process of selecting the market segments that are most attractive to the firm and selecting an appropriate segment coverage strategy.

Accepted Answer

A) True 
 B)False

Question 10

To be an attractive online segment the segment must be all the following except ________.

Accepted Answer

A)   be sizable
B)   hold great potential for profit
C)   be technically savvy
D)   have access to the Internet

Question 11

According to the text, ________ are the most ignored group of technology consumers.

Accepted Answer

A)   Mouse Potatoes
B)   Techno-Strivers
C)   New Age Nurturers
D)   Traditionalists

Question 12

Clearly define segmentation and targeting. What are the differences in how these two marketing tools are used and how are they interrelated?

Accepted Answer

The answer of Clearly define segmentation and targeting. What are...

Question 13

Which of the following is the biggest problem with price differentiation?

Accepted Answer

A)   difficult to market
B)   lowers value proposition
C)   easily duplicated
D)   quality is more important to buyers on the Internet

Question 14

The text presented Forrester Research's Consumer Technographics Segments for describing online user segments. Identify 3-4 of these segments and provide a brief description of each.

Accepted Answer

The answer of The text presented Forrester Research's Consumer Technographics...

Question 15

All of the following are criteria for targeting except ________.

Accepted Answer

A)   reliability
B)   accessibility
C)   profitability
D)   growth

Question 16

Marketers using ________ often form groups of consumers based on the outcomes they desire from the product.

Accepted Answer

A)   behavioral segmentation
B)   benefit segmentation
C)   online selling
D)   usage segmentation

Question 17

Many Asian and Middle Eastern countries have an easier time setting up databases in their local languages than western countries, since their language often require double-byte character sets.

Accepted Answer

A) True 
 B)False

Question 18

What are the ways to target online communities? If you were making a recommendation to the e-marketing officer of Amazon.com which one or ones would you recommend the firm to use?

Accepted Answer

The answer of What are the ways to target online...

Question 19

Product distribution is a critical driving force in geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 20

While marketers will probably use a variety of segmentation methods, _____ is relied upon as the key driver of marketing mix strategy?

Accepted Answer

A)   benefits sought
B)   behavior
C)   identifying target markets
D)   product usage

Exam 8: Segmentation, Targeting, Differentiation, and Positioning Strategies

According to Forrester Research consumer technographic segments, ________ are technophiles and technology laggards, being least receptive audience for new technologies.

is what a company does to the product, as opposed to , which is what a company does to the mind.

All of the following are used as bases for segmenting usage except ________.

According to the text, market offerings can be differentiated along many dimensions, except ________.

Discuss the issues surrounding global Facebook and internet adoption, as well as their implications for e-marketers.

Which of the following are the top three languages used on most webpages?

According to Forrester Research's scheme of technographic segments, which of the following is most likely to be a receptive audience of new technologies.

Demographics include all the following except ________.

Targeting is the process of selecting the market segments that are most attractive to the firm and selecting an appropriate segment coverage strategy.

To be an attractive online segment the segment must be all the following except ________.

According to the text, ________ are the most ignored group of technology consumers.

Clearly define segmentation and targeting. What are the differences in how these two marketing tools are used and how are they interrelated?

Which of the following is the biggest problem with price differentiation?

The text presented Forrester Research's Consumer Technographics Segments for describing online user segments. Identify 3-4 of these segments and provide a brief description of each.

All of the following are criteria for targeting except ________.

Marketers using ________ often form groups of consumers based on the outcomes they desire from the product.

Many Asian and Middle Eastern countries have an easier time setting up databases in their local languages than western countries, since their language often require double-byte character sets.

What are the ways to target online communities? If you were making a recommendation to the e-marketing officer of Amazon.com which one or ones would you recommend the firm to use?

Product distribution is a critical driving force in geographic segmentation.

While marketers will probably use a variety of segmentation methods, _____ is relied upon as the key driver of marketing mix strategy?