Question 1

Some soda drinkers choose their soda because of the great taste.Others like to drink soda to relax but don't like the bloated feeling soda sometimes gives them.An ad campaign for a soda that showed the soda had both a great taste and was less filling would be one way to overcome problems associated with .

Accepted Answer

A)  market similitude
B)  economic aggregation
C)  market fragmentation
D)  disintermediation
E)  market aggregation

Question 2

An important aspect of customer relationship management (CRM) is that it .

Accepted Answer

A)  requires organizations to look at customers as partners
B)  requires organizations to view their customers as adversaries
C)  creates clear win- lose situations
D)  can be implemented using any form of mass communication channel
E)  allows marketers to create consumer wants and needs

Question 3

Reebok used to segment the market for basketball shoes when they chose Allen Iverson,a basketball player who appealed to males,as the endorser of the brand.

Accepted Answer

A)  gender
B)  geographic location
C)  psychographics
D)  lifestyle
E)  age

Question 4

The Asian American segment of the population .

Accepted Answer

A)  will never be attractive to target marketers
B)  is the largest ethnically based market segment
C)  is the fastest growing minority group in the United States
D)  has been an economically important market segment for almost five decades
E)  has skrunk in the last 10 years

Question 5

If Sam described Coca- Cola as an all- American,Pepsi- Cola as a young daredevil,and Dr.Pepper as a nonconformist,he would be describing the sodas' .

Accepted Answer

A)  segment profiles
B)  trade promotions
C)  brand personalities
D)  target markets
E)  FAB profiles

Question 6

Customizing Web advertising so that people who log on in different places will see ad banners for local businesses is known as _ .

Accepted Answer

A)  geodemography
B)  positioning
C)  income
D)  ethnicity
E)  geocoding

Question 7

The CRM strategy was designed to work only with business- to- business companies with a very large database of customers.

Accepted Answer

A) True 
 B)False

Question 8

is the financial value of customer relationships through the lifetime of the relationships.

Accepted Answer

A)  80/20 rule
B)  Customer equity
C)  Brand personality
D)  Target market
E)  VALS

Question 9

A soup company found its canned nacho cheese sauce was too hot for Americans in the East and not hot enough for those in the West and the Southwest.As a result,the company's plants in Texas and California produce a hotter nacho cheese sauce than is produced in its other plants.The company is using segmentation to satisfy these different markets.

Accepted Answer

A)  geographic
B)  lifestyle
C)  psychographic
D)  consumerist
E)  usage

Question 10

Which of the following statements about customer relationship management (CRM) programs is true?

Accepted Answer

A)  To succeed,all companies should engage in CRM every time they interact with a customer.
B)  Only consumer marketers can benefit from the use of CRM programs.
C)  Internet technology is viewed as a barrier to the implementation of CRM programs.
D)  CRM programs include any touchpoint that is a point of interface between he customer and a company.
E)  The success of a CRM program relies on its use of mass communication channels.

Exam 7: Sharpening the Focus: Target Marketing Strategies and Cus-Tomer Relationship Management

The CRM strategy was designed to work only with business- to- business companies with a very large database of customers.

Correct Answer
verified

Reebok used to segment the market for basketball shoes when they chose Allen Iverson,a basketball player who appealed to males,as the endorser of the brand.

Correct Answer
verified

The Asian American segment of the population .

Correct Answer
verified

If Sam described Coca- Cola as an all- American,Pepsi- Cola as a young daredevil,and Dr.Pepper as a nonconformist,he would be describing the sodas' .

Correct Answer
verified

is the financial value of customer relationships through the lifetime of the relationships.

Correct Answer
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Correct Answer
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Correct Answer
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Customizing Web advertising so that people who log on in different places will see ad banners for local businesses is known as _ .

Correct Answer
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Which of the following statements about customer relationship management (CRM) programs is true?

Correct Answer
verified

An important aspect of customer relationship management (CRM) is that it .

Correct Answer
verified

Exam 7: Sharpening the Focus: Target Marketing Strategies and Cus-Tomer Relationship Management

The CRM strategy was designed to work only with business- to- business companies with a very large database of customers.

Correct AnswerverifiedShow Answer

Reebok used to segment the market for basketball shoes when they chose Allen Iverson,a basketball player who appealed to males,as the endorser of the brand.

Correct AnswerverifiedShow Answer

The Asian American segment of the population .

Correct AnswerverifiedShow Answer

If Sam described Coca- Cola as an all- American,Pepsi- Cola as a young daredevil,and Dr.Pepper as a nonconformist,he would be describing the sodas' .

Correct AnswerverifiedShow Answer

is the financial value of customer relationships through the lifetime of the relationships.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Customizing Web advertising so that people who log on in different places will see ad banners for local businesses is known as _ .

Correct AnswerverifiedShow Answer

Which of the following statements about customer relationship management (CRM) programs is true?

Correct AnswerverifiedShow Answer

An important aspect of customer relationship management (CRM) is that it .

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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