Marketing Management in Global Environment. MAR6805

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Marketing-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.

 


mass-personalization

 

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 ________.

 


address one set of core customer needs of a large market segment

 

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 ________.

 


is a customer relationship marketing strategy

 

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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