Marketing Management in Global Environment. MAR6805 Quiz
amyjhon2013Marketing-Based Management (sixth edition) by Roger T.Best
Course: Marketing Management in Global Environment. MAR6805
Question 1
The first level of customer relationship marketing is a ________ strategy that recognizes individual customers by name and buying behavior.
|
decentralization |
mass-market |
core-segment |
sub-segment |
2 points
Question 2
When differences in customer needs are small or demographics are not distinctive, a business may elect to use a ________ strategy.
small-segment |
vertical integration |
horizontal integration |
mass-market |
niche-segment |
2 points
Question 3
Niche-segment strategies differ from mass-market strategy in that niche-market strategies ________.
|
have no segment focus |
are used when demographics are not distinctive |
are used when the company markets to a closely related attractive segment first |
involve highly refined marketing effort directed at an overlooked, small group of customers |
2 points
Question 4
Karen is interested in assessing a market segment's attractiveness by analyzing the market demand. Which of the following would be a variable should she assess?
number of companies |
ease of entry |
customer familiarity with her company |
market size |
access to channels that reach target customers |
2 points
Question 5
Which of the following is true about database marketing?
It is at the core of customer relationship marketing. |
It assumes that all customers have the same needs. |
It avoids building a more personal relationship between the business and the customer. |
It treats all customers as the same, instead of assuming that each customer is unique. |
It prioritizes creating efficiency through technological advances over building customer relationships. |
2 points
Question 6
A large-segment strategy differs from a mass-market strategy in that a large-segment strategy ________.
addresses one set of core customer needs |
has no segment focus |
is used when demographics are not distinctive |
is used when differences in customer needs are small |
allows customers to build their own products |
2 points
Question 7
Which of the following is true of needs-based market segments?
Relevant demographics that cause differences in needs include investments, size of investment portfolio, and portfolio diversification. |
To make the segments actionable, the observable demographics and behaviors have to be determined. |
The main advantage is that individual customers who fall into each segment can be identified. |
The main disadvantage is that the segments are not directly based on specific customer needs. |
The usage behaviors that cause differences in needs include income and assets. |
2 points
Question 8
Differences in values, attitudes, and interests are examples of ________ forces shaping consumer needs.
demographic |
lifestyle |
usage behavior |
geographic |
firmographic |
2 points
Question 9
Mass-customization differs from mass-personalization in that mass-customization ________.
|
assumes that all customers have the same needs |
allows each customer to build a custom product to meet that customer's specific needs |
involves pursuing a large-segment strategy |
recognizes individual customers by name, needs, and buying behavior. |
2 points
Question 10
Which of the following forces that shape segment attractiveness include market size, growth rate, and growth potential?
competitive intensity |
market access |
market demand |
profitability |
feasibility |
2 points
Question 11
When a market is segmented and marketing resources are limited, a business could elect to pursue a large-segment strategy.
True
False
1 points
Question 12
When pursuing a large-segment strategy, a business presents a generic value proposition built around the core customer need and the business's generic positioning strategy to the entire market.
True
False
1 points
Question 13
Common to most assessments of segment attractiveness are measurements of market demand, competitive intensity, and market access.
True
False
1 points
Question 14
In order to implement a mass-personalization strategy, a business's database marketing system must be able to track individual customers and their buying history.
True
False
1 points
Question 15
Both consumers and businesses have market needs, and the factors influencing their needs are essentially the same.
True
False
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