Question 1

When airlines created frequent-flyer programs,they were among the first retailers to embrace

Accepted Answer

A)   geographic segmentation.
B)   education segmentation.
C)   lifestyle segmentation.
D)   convenience segmentation.
E)   loyalty segmentation.F) B) and D)
G) B) and E)

Question 2

One of the reasons marketers use loyalty segmentation is

Accepted Answer

A)   the high cost of finding new customers.
B)   government tax incentives.
C)   accounting difficulties associated with identifying new customers.
D)   rapid population increases.
E)   the failure of micromarketing as a workable strategy.F) C) and E)
G) B) and D)

Question 3

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 20 miles of her store.She can't afford to purchase Tapestry analysis,so she will most likely use __________ as a basis for targeting her market.

Accepted Answer

A)   voter registration lists
B)   the city phone book
C)   real estate values by subdivision
D)   public school enrollment data
E)   new construction dataF) B) and C)
G) A) and B)

Question 4

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

Accepted Answer

A)   responsive.
B)   identifiable.
C)   reachable.
D)   substantial.
E)   reactive.F) A) and B)
G) A) and C)

Question 5

List the steps in the segmentation,targeting,and positioning process.

Accepted Answer

Segmentation: step 1,establish overall ...

Question 6

Firms use a differentiated targeting strategy because

Accepted Answer

A)   it is easier than mass marketing.
B)   it helps obtain a bigger share of the market.
C)   it is better than focusing on individual or small groups of potential customers.
D)   most market segments are too small to be profitable.
E)   banks are more willing to extend credit to companies with this strategic approach.F) A) and E)
G) C) and E)

Question 7

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

Accepted Answer

Segmentation,targeting,and positioning b...

Question 8

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Accepted Answer

A)   geodemographic
B)   benefit
C)   psychographic
D)   loyalty
E)   geographicF) A) and B)
G) None of the above

Exam 9: Segmentation,targeting,and Positioning

Firms use a differentiated targeting strategy because

Correct Answer
verified

One of the reasons marketers use loyalty segmentation is

Correct Answer
verified

Correct Answer
verified

When airlines created frequent-flyer programs,they were among the first retailers to embrace

Correct Answer
verified

List the steps in the segmentation,targeting,and positioning process.

Correct Answer
verified
Segmentation: step 1,establish overall ...
View Answer

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

Correct Answer
verified

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

Correct Answer
verified
Segmentation,targeting,and positioning b...
View Answer

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Correct Answer
verified

Exam 9: Segmentation,targeting,and Positioning

Firms use a differentiated targeting strategy because

Correct AnswerverifiedShow Answer

One of the reasons marketers use loyalty segmentation is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When airlines created frequent-flyer programs,they were among the first retailers to embrace

Correct AnswerverifiedShow Answer

List the steps in the segmentation,targeting,and positioning process.

Correct Answerverified Segmentation: step 1,establish overall ...View AnswerShow Answer

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

Correct AnswerverifiedShow Answer

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

Correct AnswerverifiedSegmentation,targeting,and positioning b...View AnswerShow Answer

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Segmentation: step 1,establish overall ...
View Answer

Correct Answer
verified

Correct Answer
verified
Segmentation,targeting,and positioning b...
View Answer

Correct Answer
verified