Marketing 302 Quiz #4 – Flashcards

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question
In marketing, each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.
answer
marketing segment
question
The 80/20 rule is most closely related to which basis of segmentation?
answer
behavioral
question
There are five steps involved in segmenting and targeting markets. What should a marketer do after he or she has grouped products to be sold into categories?
answer
develop a market-product grid and estimate size of markets
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In Figure 8-1 above, B represents which stage of the market segmentation process?
answer
link needs to actions
question
After defining the problem, the next step in the five-step marketing research approach is to
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develop the research plan
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Two important advantages of secondary data are that they are __________ and __________.
answer
inexpensive or free; save time
question
The Zappos segmentation strategy is based on
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offering the best selection of shoes and the best service to online shoppers.
question
The Walt Disney Company carefully markets two distinct Winnie-the-Poohs; one is the original line-drawn figure on fine china sold at Nordstrom and the other is a cartoon-like Pooh on polyester bed sheets sold at Target. This is an example of
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a Tiffany/Walmart strategy.
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The purpose of Nielsen Media Research's "cross-platform television ratings" is to
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combine its new online ratings with its existing TV ratings.
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A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices. Another name for this kind of question is a(n)
answer
closed-end question
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