Deck 3: Lists and Market Segments

Question 1

_____ is a marketing strategy devised to attract and meet the needs of a specific submarket.

A)Product Differentiation
B)Direct Marketing
C)MultiChannel Marketing
D)Market Segmentation

Answer 1

D

Question 2

Marketers can position products based on which of the following ways?

A)time of day the product is used
B)distribution method
C)quality
D)all of the above

Answer 2

D

Question 3

A segmentation tool used by direct marketers to associate latitude and longitude coordinates with street addresses is _____.

A)Global Positioning System
B)ZIP codes
C)Census Data
D)Tracking Numbers

Answer 3

A

Question 4

Which if the following is not a strategy used when pursing product differentiation?

A)innovative design
B)specialized packaging
C)price competition
D)creative positioning

Question 5

Which of the following is not an example pertaining to behavioral market segmentation?

A)types of products and services consumers have purchased
B)method of payment
C)time the transaction took place
D)consumer's occupation

Question 6

_____ are the people a consumer turns to for reinforcement of a decision.

A)Decision groups
B)Response groups
C)Loyalty groups
D)Reference groups

Question 7

_____ provide marketers with the ability to segment consumers according to their online activity.

A)Tags
B)Cookies
C)Clicks
D)Surveys

Question 8

The act of serving previously tagged website visitors display ads when they are recognized in designated online ad networks refers to ______________.

A)Cookie Tracking
B)Retargeting
C) GeoTagging
D) Psychographic Segmenting

Question 9

_____ are lists of an organization's own customers, active as well as inactive.

A)Response List
B)Compiled List
C)House List
D)Company List

Question 10

Which one of the following would fall into the category of response lists?

A)school lists
B)convention registration lists
C)mailorder buyers
D)neighborhood directories

Question 11

A unique identifier placed on the response device or order form prior to sending a promotional piece to prospective customers is called a _________.

A)Hotline Code
B)Key Code
C)Unique Input Code
D)Source Code

Question 12

_____ represent the interests of list owners and assume the responsibility of keeping in contact with list brokers and list users?

A)List Associates
B)List Representatives
C)List Managers
D)List Administrators

Question 13

_____ usually develop their lists from public records, newspaper clippings, directories, warranty cards, and trade show registrations.

A)List Owners
B)List Brokers
C)List Distributors
D)List Compilers

Question 14

The names most recently acquired by a company are known as _____.

A)Hotline Names
B)Primary Names
C)Key Code Names
D)Service Names

Question 15

An organization's house list is normally __________ as productive as an outside list that it rents.

A)two times
B)three times
C)fourten times
D)tentwenty times

Question 16

The house list of an organization does not typically include names of _______________.

A)inactive customers
B)those who have inquired, but not purchased
C)those who have been referred by current customers
D)those who match the profile of best customers

Question 17

List brokers perform many functions. Which of the following is not one of those functions?

A)maintain the lists
B)ensure delivery date
C)verify information
D)find new lists

Question 18

_____________ is essential to properly evaluate the profitability of rented lists.

A)proper record keeping
B)selecting a key code
C)applying the mergepurge process
D)tabulating the response rate

Question 19

A computer system capable of capturing, storing, analyzing, and displaying geographically referenced information identified according to location is called a ________________ System.

A)Global Positioning
B)Geographic Positioning
C)PRIZM
D)Geographic Information

Question 20

Product positioning is the way the product is defined by the marketer, based on the important attributes.

Question 21

The most productive list for direct marketers is a response list.

Question 22

A response list is a list of individuals who have expressed a high likelihood of responding to an offer.

Question 23

A list denotes a market segment.

Question 24

Demographics is the study of lifestyles, habits, attitudes, beliefs, and value systems of individuals.

Question 25

Service bureaus provide data processing, data mining, outsourcing, online analytical processing (OLAP), and other services to support the interchange of lists and database information within the direct marketing industry.

Question 26

List brokers act as intermediaries who bring list users and list owners together.

Question 27

The last step of effectively evaluating a list is to select a key code.

Question 28

Cohort analysis reveals consumer groups that have unique bonds which show unified market segments.

Question 29

A list is a perishable commodity.

Question 30

The old saying "birds of a feather flock together," explains why ZIP code areas constitute market segments.