accounting
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Question 1
- The first level of customer relationship marketing is a ________ strategy that recognizes individual customers by name and buying behavior.mass-personalizationdecentralizationmass-marketcore-segmentsub-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-segmentvertical integrationhorizontal integrationmass-marketniche-segment
2 points
Question 3
- Niche-segment strategies differ from mass-market strategy in that niche-market strategies ________.address one set of core customer needs of a large market segmenthave no segment focusare used when demographics are not distinctiveare used when the company markets to a closely related attractive segment firstinvolve 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 companiesease of entrycustomer familiarity with her companymarket sizeaccess 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 needshas no segment focusis used when demographics are not distinctiveis used when differences in customer needs are smallallows 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.demographiclifestyleusage behaviorgeographicfirmographic
2 points
Question 9
- Mass-customization differs from mass-personalization in that mass-customization ________.is a customer relationship marketing strategyassumes that all customers have the same needsallows each customer to build a custom product to meet that customer's specific needsinvolves pursuing a large-segment strategyrecognizes 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 intensitymarket accessmarket demandprofitabilityfeasibility
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
11 years ago
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