AESHM 340: Exam 2

question

Rapid-skimming strategy means high price and low promotion (ex: space tourism).
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False
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Single-target market strategy is popular with large and high market share organizations.
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False
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Full-coverage marketing strategy means that marketers provide the same services for every target market and use the same marketing mix to promote them.
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False
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One advantage of mail surveys is that respondents can choose the most convenient time to answer questions.
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True
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Full-coverage marketing strategy is also called undifferentiated marketing strategy.
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False
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Slow-penetration strategy is often used by some low-cost companies.
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True
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Lifestyle is described with AIO (activities, interests, and opinions)
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True
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Internal secondary data sources include registration and reservation records, sales-mix and customer-mix information, databases, enquiry records, and turn-away statistics.
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True
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Psychographic segmentation is often used on its own.
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False
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Undifferentiated marketing strategy is usually applied by industry sector leaders, those nationally based chains with many branch locations.
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False
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Psychographic segmentation is popular because the statistics are readily available, uniformly defined and accepted, and easy to use.
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False
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GIS software makes it convenient to organize and graphically illustrate customer data by geographic area.
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True
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________ means dividing markets based on population statistics
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Demographic & socio-economic segmentation
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__________ divides customers by their use occasions, benefits, user status, usage rate, loyalty status, buyer-readiness stage, and attitudes toward the product of service.
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Behavioral segmentation
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_______ means dividing the market into group of customers who share the same geographic location.
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Geographic segmentation
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_______ is the development of psychological profiles of customers and psychologically-based measures of distinctive modes of living or lifestyle.
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Psychographic segmentation
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______ is the development of a service and marketing mix to occupy a specific place in the minds of customers within target markets.
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Positioning
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_______ is the selection of a course of action from among several alternatives that involve specific customer groups, communication methods, distribution channels, and pricing structures,
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Marketing Strategy
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_______ is measurable result that an organization attempts to achieve for a target market within a specific time period, typically one or two years.
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Marketing Objective
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_______ has objectives and procedures similar to the focus group, but involves only one interviewee (subject) and one interviewer
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Individual depth interview
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_______ a method in which the researcher directs questions to a small group of people, usually between 8 and 12 people
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Focus Group
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________ means watching and noting how customers behave
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Human Observation
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_______ aims to get information from one or more situations that are similar to the organization’s problem situation
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Case Study
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_________ is the period when sales fall off a nd profits drop
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Decline
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Which of the following is not one of the criteria for effective segmentation?
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Reliable
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Which of the following items is not a key requirement for good research information?
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Openness
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Which of the following is a marketing strategy by target market focus?
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All of the above (concentrated marketing strategy, full-coverage marketing strategy, undifferentiated marketing strategy)
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Which of the following items does not belong to the internal data sources?
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research companies and consultants
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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?
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Brand loyalty segmentation
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Which of the following is not a maturity stage strategy?
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Brand modification strategy
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Which of the following items is are benefit(s) of market segmentation?
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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)
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McDonald’s split the market into non-users and former, regular, and potential users. Which of the following segmentation approaches did McDonald’s use?
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Usage status and potential segmentation
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Which of the following guest speakers visited this semester in your class?
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Karen S Rodekamp
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Product life cycle includes the following stage(s):
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All of the above (introduction, growth, maturity, & decline)
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Which of the following is one of the topics that the guest speaker presented?
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ISU dining initiatives
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Which of the following is a segmentation characteristic?
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All of the above (geographic, demographic, socio-economic, behavioral)
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American Airlines has a special reward program for frequent flyers and guests. Which of the following segmentation approaches did American Airlines use?
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Use-frequency segmentation
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Which of the following statements is not one of the requirements of marketing objectives?
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Qualitative
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______ begins when the company finds and develops a new-product idea. During product development, sales are zero and the company’s investment costs mount?
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Product development
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______ 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
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Introduction
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Which of the following items does not belong to the five Ds of positioning?
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Developing
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Which of the following items does not approach to secure quantitative data?
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Focus group
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There are 5 reasons for doing marketing research- the 5 C’s. Which of the following does not belong to the 5 C’s?
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Constant
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______ is a period of market acceptance and increasing profits.
answer

Growth

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