Question 1

Firms that develop such close relationships with customers that they seem to deliver customized goods and services are engaged in ____________ marketing.

Accepted Answer

A)  Concentrated target marketing
B)  One-to-one marketing
C)  Differentiated marketing
D)  Undifferentiated marketing
E)  Shotgun marketingF) B) and E)
G) D) and E)

Question 2

Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.

Accepted Answer

A) True 
 B)False

Question 3

_______________ is the second element in the process cycle for CRM.

Accepted Answer

A)  Analysis and refinement
B)  Supplier interface
C)  Customer interaction
D)  Marketing planning
E)  Knowledge discoveryF) B) and D)
G) A) and C)

Question 4

At one time,specialized companies catered to markets segmented by race.Today ______.

Accepted Answer

A)  The segments are indistinguishable
B)  The segments have declined in size
C)  The segments have become targets of mainstream businesses that offer specialized products
D)  The segments all buy the same products
E)  The segments lack differentiationF) A) and B)
G) A) and C)

Question 5

Demographic segmentation is best described as _______.

Accepted Answer

A)  Using characteristics of human populations to segment the market
B)  Using characteristics of geography to segment the market
C)  Using characteristics of lifestyle to segment the market
D)  Using characteristics of virtual communities to segment the market
E)  All of theseF) A) and B)
G) A) and C)

Question 6

Differentiation strategy implies that a company is able to compete on a basis that is ________.

Accepted Answer

A)  The same as competition
B)  Unique and where customers are willing to pay a premium
C)  A leadership price position
D)  Driven by customer contact
E)  Derived product demandF) A) and E)
G) None of the above

Question 7

When consumers have too narrow an understanding of the company,brand,or product,it is called ________.

Accepted Answer

A)  Underachieving
B)  Overpositioning
C)  Underpositioning
D)  Perplexing positioning
E)  Lack of positioningF) C) and E)
G) A) and B)

Question 8

_____________ are the largest minority group with a total population of ______.

Accepted Answer

A)  Hispanics, 50 million
B)  African-Americans, 60 million
C)  Hispanics, 28 million
D)  Asians, 40 million
E)  African-Americans, 50 millionF) None of the above
G) C) and E)

Question 9

Age is a commonly used method of segmentation.Age alone,however,may be dangerous because _________.

Accepted Answer

A)  Lumping older or younger customers together in one group may not truly reflect the market
B)  Family life cycle may be a better method
C)  Sometimes marketers miss a less-than-obvious segment based on assumptions instead of research
D)  Chronological age and attitudinal age may be different
E)  All of theseF) A) and C)
G) B) and D)

Question 10

The region,the density of the population,and the size of the population are terms for techniques to use in ________.

Accepted Answer

A)  Positioning
B)  Differentiation
C)  Democratic segmentation
D)  Population parameter estimation
E)  Geographic segmentationF) A) and C)
G) B) and C)

Question 11

Firms considering their positioning statements frequently use perceptual maps.The simplest of these maps rank the firm on ____________ dimensions.

Accepted Answer

A)  One
B)  Two
C)  Three
D)  Four
E)  FiveF) A) and E)
G) All of the above

Question 12

In general,B2B segmentation is more straightforward than B2C segmentation.

Accepted Answer

A) True 
 B)False

Question 13

The concept of being able to get either secondary and/or primary data on a market being considered for segmentation means _______.

Accepted Answer

A)  Differentiation
B)  Targeting
C)  The market is accessible to media
D)  The market is readily identifiable and can be measured
E)  The market is primed to be attacked by mediaF) A) and D)
G) A) and C)

Question 14

The sequential steps to successful segmentation are _________________.

Accepted Answer

A)  Positioning, targeting, and segmenting
B)  Research, fulfillment analysis, and churn rate
C)  Segmenting, targeting, and positioning
D)  Need identification, qualitative research, and positioning
E)  Consumer analysis, content analysis, and segmentingF) C) and D)
G) A) and B)

Question 15

Generation Y,people born between 1965 and 1977,tend to be pragmatic,optimistic,good team players,savvy,and edgy in nature.

Accepted Answer

A) True 
 B)False

Question 16

_______________ is the third element in the process cycle for CRM.

Accepted Answer

A)  Analysis and refinement
B)  Supplier interface
C)  Customer interaction
D)  Knowledge discovery
E)  Marketing planningF) A) and C)
G) A) and B)

Question 17

Every zip code in the United States falls into profiles provided by Nielsen's Claritas in its database called _________.

Accepted Answer

A)  GEO-FIX
B)  PRIZM
C)  AIO
D)  VALS
E)  PsychovisionF) B) and E)
G) C) and E)

Question 18

When a company has doubtful positioning,consumers view the claims made by the company as ________.

Accepted Answer

A)  Being exaggerated
B)  Lacking efficiency
C)  Lacking credibility
D)  Exceeding performance
E)  Lacking performanceF) None of the above
G) All of the above

Question 19

A company that uses positioning often uses a price-quality perceptual map to show where it is positioned versus the competition.This helps it understand if it needs to either change pricing strategy or quality standards.

Accepted Answer

A) True 
 B)False

Question 20

CRM software is best selected for purchase by the Information Technology department since the "techies" will need to maintain it and better understand the required functions.

Accepted Answer

A) True 
 B)False

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

Firms considering their positioning statements frequently use perceptual maps.The simplest of these maps rank the firm on ____________ dimensions.

Correct AnswerverifiedShow Answer

At one time,specialized companies catered to markets segmented by race.Today ______.

Correct AnswerverifiedShow Answer

CRM software is best selected for purchase by the Information Technology department since the "techies" will need to maintain it and better understand the required functions.

Correct AnswerverifiedShow Answer

Every zip code in the United States falls into profiles provided by Nielsen's Claritas in its database called _________.

Correct AnswerverifiedShow Answer

The sequential steps to successful segmentation are _________________.

Correct AnswerverifiedShow Answer

Demographic segmentation is best described as _______.

Correct AnswerverifiedShow Answer

_______________ is the third element in the process cycle for CRM.

Correct AnswerverifiedShow Answer

Differentiation strategy implies that a company is able to compete on a basis that is ________.

Correct AnswerverifiedShow Answer

Generation Y,people born between 1965 and 1977,tend to be pragmatic,optimistic,good team players,savvy,and edgy in nature.

Correct AnswerverifiedShow Answer

A company that uses positioning often uses a price-quality perceptual map to show where it is positioned versus the competition.This helps it understand if it needs to either change pricing strategy or quality standards.

Correct AnswerverifiedShow Answer

Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.

Correct AnswerverifiedShow Answer

The region,the density of the population,and the size of the population are terms for techniques to use in ________.

Correct AnswerverifiedShow Answer

When consumers have too narrow an understanding of the company,brand,or product,it is called ________.

Correct AnswerverifiedShow Answer

Firms that develop such close relationships with customers that they seem to deliver customized goods and services are engaged in ____________ marketing.

Correct AnswerverifiedShow Answer

The concept of being able to get either secondary and/or primary data on a market being considered for segmentation means _______.

Correct AnswerverifiedShow Answer

Age is a commonly used method of segmentation.Age alone,however,may be dangerous because _________.

Correct AnswerverifiedShow Answer

_____________ are the largest minority group with a total population of ______.

Correct AnswerverifiedShow Answer

When a company has doubtful positioning,consumers view the claims made by the company as ________.

Correct AnswerverifiedShow Answer

_______________ is the second element in the process cycle for CRM.

Correct AnswerverifiedShow Answer

In general,B2B segmentation is more straightforward than B2C segmentation.

Correct AnswerverifiedShow Answer

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_______ are the largest minority group with a total population of .

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