Question 1

BMW allows customers to design their own vehicles from a set of options at BMW's Web site.What is this called?

Accepted Answer

The answer of BMW allows customers to design their own...

Question 2

Which of the listed choices is NOT a positioning task?

Accepted Answer

A) identifying a set of possible competitive advantages 
B) surveying frequent uses of the product 
C) analyzing competitors' positions 
D) finalizing the marketing mix 
E) evaluating responses to the marketing mix

Question 3

A target market is not viable unless the segment is large enough to be profitable now and in the future.

Accepted Answer

A) True 
 B)False

Question 4

Mass marketers such as Walmart often ignore market segment differences and target the whole market with one offer.What is this approach to targeting?

Accepted Answer

A) undifferentiated targeting 
B) differentiated targeting 
C) target marketing 
D) concentrated targeting 
E) mass customization

Question 5

Explain the philosophy of customer relationship management (CRM).

Accepted Answer

The answer of Explain the philosophy of customer relationship management...

Question 6

To evaluate the different target segments your company is considering, you would look at all of the following factors EXCEPT which one?

Accepted Answer

A) segment size 
B) segment growth 
C) segment reachability 
D) company culture 
E) company resources

Question 7

The VALS system is a crucial part of geodemographic segmentation.

Accepted Answer

A) True 
 B)False

Question 8

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

Accepted Answer

A) True 
 B)False

Question 9

When a firm offers one or more products to a single segment, it is using a ________ strategy.

Accepted Answer

A) fragmented 
B) homogeneous 
C) custom marketing 
D) mass customization 
E) concentrated targeting

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

The dentist's office calling to remind you of your scheduled appointment for the next day is an example of ________.

Accepted Answer

A) CRM 
B) customer equity 
C) undifferentiated targeting 
D) share of customer 
E) repositioning

Question 12

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.

Accepted Answer

A) Industrial psychographics 
B) organizational demographics 
C) organizational culture 
D) behavior variables 
E) usage variable

Question 13

Explain the relationship between one-to-one marketing and CRM.

Accepted Answer

The answer of Explain the relationship between one-to-one marketing and...

Question 14

________ means developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to the competition.

Accepted Answer

A) Concentrated targeting 
B) Positioning 
C) Benefit segmentation 
D) Mass customization 
E) Customerization

Question 15

The group of Canadian consumers born between 1980 and 1995 are often called ________.

Accepted Answer

A) baby busters 
B) the silent majority 
C) Generation Y 
D) tweens 
E) Generation X

Question 16

Once a(n)________ is set, the next step in positioning is for marketers to finalize the marketing mix.

Accepted Answer

A) segmentation variable 
B) positioning strategy 
C) demographic strategy 
D) customer relationship management system 
E) concentrated target

Question 17

Marketers must balance the ________ of mass marketing with the ________ of offering each individual customer exactly what he wants.

Accepted Answer

A) efficiency; effectiveness 
B) scale; positioning 
C) investment; cost 
D) cost; investment 
E) positioning; scale

Question 18

Which of the following is the narrowest strategy?

Accepted Answer

A) undifferentiated targeting 
B) custom marketing 
C) differentiated targeting 
D) concentrated targeting 
E) mass marketing

Question 19

The members of Generation Y were born between 1965 and 1966.

Accepted Answer

A) True 
 B)False

Question 20

The owner of a pet grooming salon wants to calculate customer equity.Which of the following would be a step the owner of this pet grooming salon should complete?

Accepted Answer

A) Compare investments made by the salon owner in acquiring the customer to the total amount of purchases made by the customer. 
B) Compare investments made by the salon owner to retain this customer to the total amount of taxes the salon owner pays. 
C) Ask the customer if she is planning on getting any new pets. 
D) Investigate how many other pet grooming salons are within five miles to determine the likelihood of this pet owner returning to this salon. 
E) Determine the age of the pet to estimate how much longer this customer may need the services of the salon.

Exam 6: Sharpen the Focus: Target Marketing Strategies and Customer Relationship

BMW allows customers to design their own vehicles from a set of options at BMW's Web site.What is this called?

Which of the listed choices is NOT a positioning task?

A target market is not viable unless the segment is large enough to be profitable now and in the future.

Mass marketers such as Walmart often ignore market segment differences and target the whole market with one offer.What is this approach to targeting?

Explain the philosophy of customer relationship management (CRM).

To evaluate the different target segments your company is considering, you would look at all of the following factors EXCEPT which one?

The VALS system is a crucial part of geodemographic segmentation.

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

When a firm offers one or more products to a single segment, it is using a ________ strategy.

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

The dentist's office calling to remind you of your scheduled appointment for the next day is an example of ________.

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.

Explain the relationship between one-to-one marketing and CRM.

________ means developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to the competition.

The group of Canadian consumers born between 1980 and 1995 are often called ________.

Once a(n) ________ is set, the next step in positioning is for marketers to finalize the marketing mix.

Marketers must balance the of mass marketing with the of offering each individual customer exactly what he wants.

Which of the following is the narrowest strategy?

The members of Generation Y were born between 1965 and 1966.

The owner of a pet grooming salon wants to calculate customer equity.Which of the following would be a step the owner of this pet grooming salon should complete?