Question 1

Customer satisfaction and customer loyalty,two metrics used by brand managers,are metrics used in CRM.

Accepted Answer

A) True 
 B)False

Question 2

AIOs are one way to measure consumer variables using the psychographic segmentation approach.AIO stands for _______.

Accepted Answer

A) Attraction, intellect, and opinions 
B) Activities, interests, and opinions 
C) Attention, interests, and offerings 
D) Activities, intellect, and offerings 
E) Advertising, innovation, and occupation

Question 3

CRM stands for _________________.

Accepted Answer

A) Consumer retention management 
B) Customer related metrics 
C) Customer relationship management 
D) Consumer rights monitor 
E) Customer retention management

Question 4

CRM is _______________.

Accepted Answer

A) A software system 
B) A business strategy 
C) Able to maximize profitability through serving the best customers 
D) Customer-centric 
E) All of these

Question 5

When a company tries to make the product or service significantly easier to obtain than the competition,it is employing ______.

Accepted Answer

A) Service leadership 
B) Image leadership 
C) Competitive intelligence 
D) Perceptual mapping 
E) Convenience leadership

Question 6

ChristianMingle,the Christian online dating service,uses an undifferentiated target marketing approach.

Accepted Answer

A) True 
 B)False

Question 7

Sociologists look for defining events such as wars,major economic upheaval,and social cultural revolution to create _________.

Accepted Answer

A) Social movements 
B) Marketing opportunities 
C) Generational groups for segmentation purposes 
D) New product ideas 
E) None of these

Question 8

A niche strategy is the same as Porter's focus strategy or concentrated target marketing.

Accepted Answer

A) True 
 B)False

Question 9

In the 1970s,Michelob beer changed its advertising messages frequently and saw sales plummet.Slogans like "Weekends were made for Michelob," "Put a little weekend into your weekday," and "Special times deserve a special beer" had consumers checking their calendars to find the right time to drink a Mich.Michelob was suffering from _________.

Accepted Answer

A) Underpostioning 
B) Doubtful positioning 
C) Overpositioning 
D) Confused positioning 
E) No positioning

Question 10

In analyzing the attractiveness of market segments,____________ is not one of the most important variables.

Accepted Answer

A) Segment size 
B) Segment potential 
C) Strategic fit with the firm's goals 
D) Location of the segment 
E) Competitive forces related to the segment

Question 11

Some companies,like insurance and credit card,would like to target recent high school graduates as a segment but find them hard to capture.This is an example of a market lacking one of the criteria for segmentation called _______.

Accepted Answer

A) Reachable-the ability to reach the segment in terms of communication 
B) Responsiveness-the feeling that the market will buy more if targeted 
C) Sufficient size-the size of the market is large enough to be worth considering 
D) Measurable-information can be obtained about the market 
E) None of these

Question 12

A personnel leadership position implies that a company ________.

Accepted Answer

A) Has employees who are more talented than the competition 
B) Has the lowest-cost employees 
C) Has the highest-cost benefit package 
D) Has the intent to hire employees already trained 
E) Has systems to monitor employee benefits

Question 13

Customer loyalty is defined as ______________.

Accepted Answer

A) Repeat purchases 
B) The degree to which an individual will resist switching from one offering to another 
C) The level of liking an individual harbors for an offering 
D) Customer laziness in trying new products 
E) The likelihood that a customer become a buzz marketer

Question 14

An advergame is a video game that _______.

Accepted Answer

A) Has an advertiser inserted into the game 
B) Has sponsors of the game on the cover of the game but not in the game itself 
C) Has been specifically designed to promote a brand 
D) Has been advertised on television with good results 
E) None of these

Question 15

When Walter,the brand manager for a consumer packaged good,says that a segment has sufficient size,he means _________.

Accepted Answer

A) The market has a large enough television audience to be worth considering 
B) The market is reachable 
C) The market has an expected return on investment that is positive 
D) The market has many customers in it 
E) The market is homogeneous

Question 16

When Target sells winter coats,it sends them to stores at different times of the year.This is an example of _______.

Accepted Answer

A) Demographic segmentation 
B) Climate segmentation 
C) Geographic biases 
D) Lack of winter in the South 
E) Climate change

Exam 6: Segmentation, target Marketing, Positioning, and CRM

Customer satisfaction and customer loyalty,two metrics used by brand managers,are metrics used in CRM.

AIOs are one way to measure consumer variables using the psychographic segmentation approach.AIO stands for _______.

CRM stands for _________________.

CRM is _______________.

When a company tries to make the product or service significantly easier to obtain than the competition,it is employing ______.

ChristianMingle,the Christian online dating service,uses an undifferentiated target marketing approach.

Sociologists look for defining events such as wars,major economic upheaval,and social cultural revolution to create _________.

A niche strategy is the same as Porter's focus strategy or concentrated target marketing.

In analyzing the attractiveness of market segments,____________ is not one of the most important variables.

Some companies,like insurance and credit card,would like to target recent high school graduates as a segment but find them hard to capture.This is an example of a market lacking one of the criteria for segmentation called _______.

A personnel leadership position implies that a company ________.

Customer loyalty is defined as ______________.

An advergame is a video game that _______.

When Walter,the brand manager for a consumer packaged good,says that a segment has sufficient size,he means _________.

When Target sells winter coats,it sends them to stores at different times of the year.This is an example of _______.