Marketing Final Exam

Cbe model customer obj 08 3 top aacsb reflective msc

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Unformatted text preview: B&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Application 17. Which criterion of useable market segments means the firm must be able to reach members of targeted segments with customized marketing mixes? a. Substantiality b. Identifiability and measurability c. Accessibility d. Responsiveness e. Reliability ANS: C This describes accessibility. PTS: 1 REF: 122 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 18. The city of Monroe has a literacy program for the homeless but has had a difficult time reaching this group with information about the program, even though radio and television stations have provided public service advertisements free of charge. This illustrates a segmentation problem with: a. substantiality b. identifiability and measurability c. responsiveness d. accessibility e. accountability ANS: D Segments must be accessible, which may be difficult to achieve with the homeless population. PTS: 1 REF: 122 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Application 19. The requirement for a market segment to be responsive means: a. over half of the consumers in the identified segment will be actively interested in the product b. all the segments identified by a marketer should respond to the marketing mix c. all the segments identified by a marketer should not respond to the marketing mix d. the segments identified by a marketer should not differ in the level of their responsiveness to the marketing mix e. the segment identified by a marketer should differ in how it responds to the marketing mix when compared to another segment confronted with the same mix ANS: E The target segment should respond differently to the marketing mix compared to other segments. PTS: 1 REF: 122-123 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 20. Altria Group, Inc.’s Phillip Morris failed at another attempt to target Americans looking for a potentially safer cigarette. This market exhibits a lack of: a. substantiality b. identifiability and measurability c. responsiveness d. reliability e. accessibility ANS: C Responsiveness means that the segment responds to a marketing mix differently than other segments, which does not appear to be the case. PTS: 1 REF: 122-123 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Application 21. A research firm has conducted marketing research on the market for metal roofing for homes. The research firm has determined there are thousands of homeowners who want the durability provided by metal roofs. These homeowners are generally married and between 25 and 54 years of age. They tend to live in suburban neighborhoods, and most subscribe to lifestyle magazines. If you were interpreting these results, you might suggest that the research firm: a. conduct additional research because it has no idea about the measurability of its segments b. examine the...
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