Chapter7studentfile

Chapter7studentfile - MKTG 2201- INTRODUCTION TO MARKETING...

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MKTG 2201- INTRODUCTION TO MARKETING Quiz for Chapter 7 Qi Sun Oct 05, 2010
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Chapter 7 : Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management 1. Segments based on ____c____ include recognizing groups such as African Americans, Hispanic Americans, and Asian Americans. a. gender b. age c. ethnicity d. social class e. geocoding 2. Magazines targeted to people who love to in-line skate, to people who enjoy cooking, and to people who would prefer a simpler lifestyle use ____e____ segmentation variables. a. demographic b. ethnographic c. geodemographic d. socioeconomic e. pychographic 3. ____b____ segmentation variables classify consumers on the basis of how they act toward, feel about, or use a product. a. Demographic b. Behavioral c. Geodemographic d. Socioeconomic e. Psychographic 4. A(n) ____c____ would probably include customer demographics, location, lifestyle information, and a description of how frequently the customer buys the product. a. value analysis b. customer potential assessment c. segment profile d. internal market audit e. customer guide 5. A company that uses a(n) ____b____ targeting strategy is appealing to a broad spectrum of people. a. fragmented b. undifferentiated c. concentrated d. differentiated e. customized 6. With a ____d____ marketing strategy, a company develops one or more products for each of several customer groups with different product needs. a. fragmented b. heterogeneous
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c. concentrated d. differentiated 7. ____b____ means developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to the competition. a. Concentrated targeting b. Positioning c. Benefit segmentation d. Mass customization e. Customerization 8. If Sam described Coca-Cola as an all-American, Pepsi-Cola as a young daredevil, and Dr. Pepper as a nonconformist, he would be describing the sodas' ____b____. a. FAB profiles b. target markets c. brand personalities d. segment profiles e. trade promotions 9. Some people want healthy cereal that will help them lose weight or possibly prevent certain kinds of cancer. Some want presweetened cereal. Some want fruits and nuts in their cereal. Some people want whole-wheat cereal while others want a rice cereal. There are some who like hot cereal and others who like to eat their cereal right of the box. The diversity of consumers for cereal is an example of ___a_____.
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This note was uploaded on 01/14/2012 for the course MKTG 2201 taught by Professor Jm during the Fall '10 term at Northeastern.

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Chapter7studentfile - MKTG 2201- INTRODUCTION TO MARKETING...

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