Question 1

Age, ethnicity, place of residence, and social class are all examples of ________.

Accepted Answer

A) segmentation variables 
B) positioning strategies 
C) market fragment strategies 
D) psychographics 
E) targeting strategies

Question 2

An increasing number of companies are considering their relationships with customers as financial assets.Such firms measure success by calculating the value of their ________.

Accepted Answer

A) CRM 
B) VALS 2 
C) brand personality 
D) customer equity 
E) positioning

Question 3

Explain how a firm benefits from customers purchasing many times from the firm versus just one time.

Accepted Answer

The answer of Explain how a firm benefits from customers...

Question 4

Which of the following is a true statement about trends related to gender segmentation?

Accepted Answer

A) The education and income gap between men and women has closed in the latest recession. 
B) In the recent recession, women held about three in four of the jobs that were lost. 
C) Men are now increasingly likely to marry women with more education and income than they have. 
D) In recent decades, the economic gains of marriage have been greater for women than men. 
E) Women are now increasingly likely to marry men with more education and income than they have.

Question 5

To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high concentrations of young working women.These women responded best to advertisements conveying the message that Suave is inexpensive, yet will make their hair "look like they spend a fortune on it." What segmentation tool did Unilever use in this example?

Accepted Answer

A) geocoding 
B) geodemography 
C) the hierarchy of needs 
D) projective techniques 
E) ethnography

Question 6

Which of the following best explains why a company would adopt an undifferentiated targeting strategy when there is so much evidence of the benefits of a differentiated strategy?

Accepted Answer

A) to more efficiently focus on its CRM strategy 
B) to remove the need for disintermediation 
C) to move a product to the next stage of its product life cycle 
D) to take advantage of economies of scale 
E) to reach the underserved "bottom-of-pyramid" consumers

Question 7

Which of the following best defines demographics?

Accepted Answer

A) statistics that can be used to segment populations on the basis of what people do with a product 
B) statistics that can be used to segment populations on the basis of when people use a product 
C) qualitative data that can be used to explain why seemingly homogeneous consumer groups do not share core characteristics 
D) statistics that can be used to segment populations on the basis of shared attitudes, opinions, and interests 
E) statistics that measure observable aspects of a population

Question 8

During tax season, you're likely to see more TurboTax ads on Google pages, even if you aren't searching for tax software.This is an example of ________ segmentation.

Accepted Answer

A) geodemographic 
B) psychographic 
C) usage occasion 
D) demographic 
E) geocoding

Question 9

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants, a condition most accurately described as ________.

Accepted Answer

A) market aggregation 
B) market positioning 
C) economic aggregation 
D) disintermediation 
E) market fragmentation

Question 10

French Canadians account for 22 percent of Canadians.

Accepted Answer

A) True 
 B)False

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