question

Rapid-skimming strategy means high price and low promotion (ex: space tourism).

answer

False

question

Single-target market strategy is popular with large and high market share organizations.

answer

False

question

Full-coverage marketing strategy means that marketers provide the same services for every target market and use the same marketing mix to promote them.

answer

False

question

One advantage of mail surveys is that respondents can choose the most convenient time to answer questions.

answer

True

question

Full-coverage marketing strategy is also called undifferentiated marketing strategy.

answer

False

question

Slow-penetration strategy is often used by some low-cost companies.

answer

True

question

Lifestyle is described with AIO (activities, interests, and opinions)

answer

True

question

Internal secondary data sources include registration and reservation records, sales-mix and customer-mix information, databases, enquiry records, and turn-away statistics.

answer

True

question

Psychographic segmentation is often used on its own.

answer

False

question

Undifferentiated marketing strategy is usually applied by industry sector leaders, those nationally based chains with many branch locations.

answer

False

question

Psychographic segmentation is popular because the statistics are readily available, uniformly defined and accepted, and easy to use.

answer

False

question

GIS software makes it convenient to organize and graphically illustrate customer data by geographic area.

answer

True

question

________ means dividing markets based on population statistics

answer

Demographic & socio-economic segmentation

question

__________ divides customers by their use occasions, benefits, user status, usage rate, loyalty status, buyer-readiness stage, and attitudes toward the product of service.

answer

Behavioral segmentation

question

_______ means dividing the market into group of customers who share the same geographic location.

answer

Geographic segmentation

question

_______ is the development of psychological profiles of customers and psychologically-based measures of distinctive modes of living or lifestyle.

answer

Psychographic segmentation

question

______ is the development of a service and marketing mix to occupy a specific place in the minds of customers within target markets.

answer

Positioning

question

_______ is the selection of a course of action from among several alternatives that involve specific customer groups, communication methods, distribution channels, and pricing structures,

answer

Marketing Strategy

question

_______ is measurable result that an organization attempts to achieve for a target market within a specific time period, typically one or two years.

answer

Marketing Objective

question

_______ has objectives and procedures similar to the focus group, but involves only one interviewee (subject) and one interviewer

answer

Individual depth interview

question

_______ a method in which the researcher directs questions to a small group of people, usually between 8 and 12 people

answer

Focus Group

question

________ means watching and noting how customers behave

answer

Human Observation

question

_______ aims to get information from one or more situations that are similar to the organization's problem situation

answer

Case Study

question

_________ is the period when sales fall off a nd profits drop

answer

Decline

question

Which of the following is not one of the criteria for effective segmentation?

answer

Reliable

question

Which of the following items is not a key requirement for good research information?

answer

Openness

question

Which of the following is a marketing strategy by target market focus?

answer

All of the above (concentrated marketing strategy, full-coverage marketing strategy, undifferentiated marketing strategy)

question

Which of the following items does not belong to the internal data sources?

answer

research companies and consultants

question

The Cornell Center for Hospitality Research divided past guests into 4 groups: satisfied switchers, dissatisfied switchers, satisfied stayers, and dissatisfied stayers. Which of the following segmentation approach did the cornell center use?

answer

Brand loyalty segmentation

question

Which of the following is not a maturity stage strategy?

answer

Brand modification strategy

question

Which of the following items is are benefit(s) of market segmentation?

answer

All of the above (more effective use of marketing dollars, clearer understanding of the needs/wants of selected customer groups, more effective positioning, & greater precision in selecting promotional vehicles and techniques)

question

McDonald's split the market into non-users and former, regular, and potential users. Which of the following segmentation approaches did McDonald's use?

answer

Usage status and potential segmentation

question

Which of the following guest speakers visited this semester in your class?

answer

Karen S Rodekamp

question

Product life cycle includes the following stage(s):

answer

All of the above (introduction, growth, maturity, & decline)

question

Which of the following is one of the topics that the guest speaker presented?

answer

ISU dining initiatives

question

Which of the following is a segmentation characteristic?

answer

All of the above (geographic, demographic, socio-economic, behavioral)

question

American Airlines has a special reward program for frequent flyers and guests. Which of the following segmentation approaches did American Airlines use?

answer

Use-frequency segmentation

question

Which of the following statements is not one of the requirements of marketing objectives?

answer

Qualitative

question

______ begins when the company finds and develops a new-product idea. During product development, sales are zero and the company's investment costs mount?

answer

Product development

question

______ is a period of slow growth as the product is introduced into the market. Profits are non-existent in this stage because of the heavy expenses of product introduction

answer

Introduction

question

Which of the following items does not belong to the five Ds of positioning?

answer

Developing

question

Which of the following items does not approach to secure quantitative data?

answer

Focus group

question

There are 5 reasons for doing marketing research- the 5 C's. Which of the following does not belong to the 5 C's?

answer

Constant

question

______ is a period of market acceptance and increasing profits.

answer

Growth

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