Question 1

The only time many people entertain is during November and December when their homes are decorated for the holidays.The increase in ads for prepared trays of food to be served at these functions is directly related to ________ segmentation.

Accepted Answer

A) socioeconomic 
B) geodemographic 
C) geographic 
D) demographic 
E) usage occasion

Question 2

Because Cruise Ships International currently has limited financial and personnel resources, it should avoid a concentrated targeting strategy until its resources are more substantial.

Accepted Answer

A) True 
 B)False

Question 3

Customer relationship management (CRM) programs are often called interactive marketing programs.

Accepted Answer

A) True 
 B)False

Question 4

In developing a new shoe, Reebok targeted the youth market.It used ________ segmentation to define its target market.

Accepted Answer

A) lifestyle 
B) behavioral 
C) socioeconomic 
D) demographic 
E) psychographic

Question 5

________ segmentation variables classify consumers on the basis of how they act toward, feel about, or use a product.

Accepted Answer

A) Demographic 
B) Behavioral 
C) Geodemographic 
D) Socioeconomic 
E) Psychographic

Question 6

Companies can customize offerings by ________ so that people who live in certain area wil receive them and others will not.

Accepted Answer

A) Postal code 
B) geodemography 
C) geodiversity 
D) psychographics 
E) usage

Question 7

Chinese Canadians are the fastest-growing minority group in the United States.

Accepted Answer

A) True 
 B)False

Question 8

Your firm has decided to localize its products and services to meet local market demands.A good approach to use would be ________ segmentation.

Accepted Answer

A) geodemographic 
B) psychographic 
C) usage 
D) positioning 
E) social class

Question 9

A large chain amusement park sells tickets at its main gate for guests who are visiting the park for just that one day.The park also sells seasonal passes that can only be used on weekdays.What market segmentation is being implemented by the amusement park?

Accepted Answer

The answer of A large chain amusement park sells tickets...

Question 10

A perceptual map is used to ________.

Accepted Answer

A) compare and contrast consumer psychographic segments 
B) create consumer cross-tabulations for marketing research 
C) locate consumers within a primary metropolitan statistical area (PMS
A)  
D) determine how consumers position products in relation to one another 
E) identify the critical stage of the targeting process for the marketer

Question 11

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

Accepted Answer

A) geocode 
B) NAICS classification 
C) segment profile 
D) internal market audit 
E) customer guide

Question 12

Which of the following best explains why marketers do not consider social class segments as strictly as they once did?

Accepted Answer

A) Many consumers buy according to the social class image they wish to portray rather than according to where they actually fall in the social class framework. 
B) Due to the Great Recession, members of the upper class have become members of the middle class, and members of the middle class have become members of the lower class. 
C) Data related to social class is more complicated and difficult to obtain and analyze than it once was. 
D) Social class in the Canada is more related to education and family history than to wealth. 
E) Members of the upper and middle classes are unlikely to be attracted to any products marketed toward members of the lower classes.

Question 13

When marketers at Procter & Gamble selected Generation Y, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which of the following?

Accepted Answer

A) market segmenting 
B) undifferentiated targeting 
C) differentiation 
D) targeting 
E) positioning

Question 14

CRM stands for ________.

Accepted Answer

A) consumer relationship marketing 
B) consumer retention management 
C) customer relationship management 
D) customer retention marketing 
E) consumer response management

Question 15

The division of buyers into groups based on lifestyle or personality characteristics is ________ segmentation.

Accepted Answer

A) behavioral 
B) psychographic 
C) values 
D) demographic 
E) needs

Question 16

A firm has categorized its customers into two groups, high-volume customers and low-volume customers.Explain the different styles of communication the firm should implement to reach each group of customers.

Accepted Answer

The answer of A firm has categorized its customers into...

Question 17

The Wright Bros.Collection is a catalog retailer that sells clothing and collectibles to aviation enthusiasts.Its ________ might be men and women between the ages of 25 and 55 who are risk takers.They belong to organizations such as the American Legion, the VFW, and the National Rifle Association of America.They are either pilots themselves or have close ties to a pilot.They prefer camping to taking a luxury cruise.Annually, they spend $900 on items purchased from nonstore retailers.

Accepted Answer

A) value analysis 
B) customer potential assessment 
C) segment profile 
D) internal market audit 
E) brand personality

Question 18

________ is a term for men who are keenly interested in fashion, home design, gourmet cooking, and personal care.

Accepted Answer

A) Tween 
B) Buster 
C) Metrosexual 
D) Bachelor 
E) Slacker

Question 19

The Chinese Canadian segment of the population ________.

Accepted Answer

A) is the largest ethnic market segment 
B) does not yet receive significant attention from marketers 
C) has declined in the last 10 years 
D) is the fastest growing minority group in Canada 
E) is too geographically dispersed to form a meaningful market segment

Question 20

When Apple marketed its iPod to teens, it used a personality segmentation variable.

Accepted Answer

A) True 
 B)False

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

The only time many people entertain is during November and December when their homes are decorated for the holidays.The increase in ads for prepared trays of food to be served at these functions is directly related to ________ segmentation.

Because Cruise Ships International currently has limited financial and personnel resources, it should avoid a concentrated targeting strategy until its resources are more substantial.

Customer relationship management (CRM) programs are often called interactive marketing programs.

In developing a new shoe, Reebok targeted the youth market.It used ________ segmentation to define its target market.

________ segmentation variables classify consumers on the basis of how they act toward, feel about, or use a product.

Companies can customize offerings by ________ so that people who live in certain area wil receive them and others will not.

Chinese Canadians are the fastest-growing minority group in the United States.

Your firm has decided to localize its products and services to meet local market demands.A good approach to use would be ________ segmentation.

A large chain amusement park sells tickets at its main gate for guests who are visiting the park for just that one day.The park also sells seasonal passes that can only be used on weekdays.What market segmentation is being implemented by the amusement park?

A perceptual map is used to ________.

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

Which of the following best explains why marketers do not consider social class segments as strictly as they once did?

When marketers at Procter & Gamble selected Generation Y, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which of the following?

CRM stands for ________.

The division of buyers into groups based on lifestyle or personality characteristics is ________ segmentation.

A firm has categorized its customers into two groups, high-volume customers and low-volume customers.Explain the different styles of communication the firm should implement to reach each group of customers.

________ is a term for men who are keenly interested in fashion, home design, gourmet cooking, and personal care.

The Chinese Canadian segment of the population ________.

When Apple marketed its iPod to teens, it used a personality segmentation variable.