MAR 3023 ch 8 & 9 quiz - 1 Marco was assigned to help...

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1. Marco was assigned to help create a positioning strategy for the manufacturing firm where he works by working on the salient attributes. He should consider: Student Response A. the features the engineers feel are most important for the quality of the product. B. the ways the sales representatives have been positioning the firm against the competitors. C. the characteristics that help his firm win a state- wide award for excellence in manufacturing. D. what the target marketing would consider the most important. E. the safety record of the firm and its products. Score: 1/1 2. CVS drugstores used both lifestyle and demographic segmentation to: Student Response A. assist federal drug enforcement agents to track down illegal use of over-the-counter drugs B. develop a product mix and set of promotion messages to reach their most frequent and regular shoppers. C. determine what stores in what cities should carry lifestyle products like condoms. D. close unprofitable stores, or stores that would become unprofitable in the near future. E. None of the above. Score: 1/1 3.
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Gloria is opening an upscale women's clothing store in a growing suburban residential area. Gloria knows her target market is upper-income women living within twenty miles. She can't afford to purchase a PRIZM or Tapestry analysis so she will most likely use ________________ as a basis for targeting her market. Student Response A. voter registration lists B. pizza delivery data C. real estate values by subdivision D. public school enrollment data E. new construction data Score: 1/1 4. The Value and Lifestyle Survey (VALS2) conducted by SRI Consulting Business Intelligence is a widely used tool for geographic segmentation. Student Response False Score: 1/1 5. In addition to calculating the potential profitability of a market segment, marketers will also consider: Student Response A. customer loyalty. B. defection rates. C. cost of replacing customers. D. likely future sales to customers. E. all of the above. Score: 1/1
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To decide how much segmentation to engage in, effective marketers will likely: Student Response A. evaluate the marginal cost versus the fixed costs. B. weigh the value of segmentation versus the cost. C. replace geographic segmentation with geodemographic segmentation. D. ask consumers how they feel about segmentation. E. all of the above. Score: 1/1 7. One of the major concerns about MkIS is: Student Response A. it can be simplistic. B. it can result in a data mine. C. it can focus too much on focus groups. D. it can offer better results than syndicated data sources. E. it can be expensive. Score: 1/1 8. Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card you are contributing toward a data-base that can help marketers determine: Student Response A. what a typical shopping list looks like. B. whether changes in prices affect buying.
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MAR 3023 ch 8 & 9 quiz - 1 Marco was assigned to help...

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