Chapter 11
Keitras is a women's apparel store that specializes in winter clothing. It targets university students aged 20-25 with its trendy collection of sweaters, sweatshirts, stockings, and stoles. In the context of consumer market segmentation, which of the following types of market segmentation does Keitras most likely follow?
Demographic segmentation
In the context of customer relationship management (CRM), a firm selling a high-ticket product to a small customer base is most likely to:
pursue a full partnership with each of its key clients.
Which of the following is a similarity between demographic segmentation and psychographic segmentation?
Both divide markets based on consumer characteristics.
Lester, a hardware engineer, sells his old hatchback to buy a luxury sedan. As he starts driving the new car, he realizes that it is more difficult to maneuver the sedan than his old hatchback. He also realizes that maintaining the sedan is expensive. Lester is rather uncomfortable with the purchase decision he made. In the context of consumer behavior, which of the following concepts does this scenario best illustrate?
Cognitive dissonance
__________is the description of how people act when they are buying, using, and discarding goods and services for their own personal consumption.
Consumer behavior
Arnoury, a car service station, takes feedback from clients after servicing their cars, which gives the clients a sense of importance. Arnoury's management also ensures rectification and improvement of its services based on clients' feedback. Which of the following marketing strategies does this scenario best illustrate?
Customer relationship management
_____ is the ongoing process of acquiring, maintaining, and growing profitable customer associations by delivering unmatched value.
Customer relationship management
Which of the following is a difference between demographic segmentation and geographic segmentation?
Demographic segmentation refers to dividing the market based on measurable characteristics about people, whereas geographic segmentation refers to dividing the market based on where consumers live.
Gearjazz, a company that manufactures and sells musical instruments, aims to increase its popularity among music artists and enthusiasts by sponsoring the audio system for the music and arts festival being held in the town of Flavempia. Which of the following marketing strategies does this scenario best illustrate?
Event marketing
Habetts, a company that sells cell phone accessories, introduced a new range of cell phone covers in various patterns that read the following: "I don't drink and drive because I love my family." Which of the following marketing strategies does this scenario best illustrate?
Idea marketing
The water authority of the metropolitan city of Bongkasea put up a sign near all public water taps that read the following: "Turn me off after use because I may not be free of cost in 2050." Which of the following marketing strategies does this scenario best illustrate?
Idea marketing
Which of the following statements is true of product-use-based market segmentation?
It helps small companies in narrowing the target markets for their products.
Which of the following is a drawback of primary data?
It tends to be expensive.
In the context of the marketing mix, which of the following statements is true of a distribution strategy?
Its key decisions include shipping, warehousing, and selling outlets.
Peter is starting a new business. He selects his target market by identifying similar characteristics, attributes, and behaviors of customers and then grouping them accordingly. Which of the following strategies has Peter employed?
Market segmentation
Flectamp, a new cell phone manufacturer, introduced a smart phone model, Linkul X3.4, which gets charged on solar power Television advertisements about this product show that the phone needs to be charged only once a week. Hence, several customers pre-booked this model before its launch. But after the launch of Linkul X3.4, 80 percent of its customer reviews on the Internet were bad. In the context of customer satisfaction, which of the following traps did Flectamp most likely fall into?
Overpromising
Jared Elmer is the presidential candidate of National Ernest Party, a political party. The party's election campaigns have been focusing on projecting Jared's educational qualifications, political background, ancestral glory, etc. Which of the following marketing strategies do the election campaigns illustrate?
People marketing
Tyler Connor, a famous politician who supports the ruling party of the island country of Blavanka, endorses a publishing house named Cenzefor that he owns. Many Blavankan writers want to get their books published by Cenzefor because of Connor's connection with the brand. Which of the following marketing strategies does this scenario best illustrate?
People marketing
Lawrence recently bought a new luxury car, but he is not completely satisfied with it. He now wishes he had bought something that would have made a better impression on his colleagues. Lawrence's friend Howard, on the other hand, bought a secondhand sedan and is extremely happy with it. Howard becomes even more proud of his purchase when his friends compliment his car. From the marketing point of view, which of the following concepts has contributed to Howard feeling satisfied with his car?
The perceived value of the car
Coastharp, a furniture e-commerce website, allows its customers to book one-hour slots during which they wish to get their furniture delivered. They can also book another one-hour slot to get the delivered furniture assembled at their convenience. The company holds back orders and delays deliveries when customers are not available to receive them. In the context of marketing, which of the following utilities does Coastharp most likely provide through its service?
Time utility
Cherry Doux Bakery reaches an agreement with Candy Call to use Candy Call's original dark chocolate in its popular chocolate cookies and sell them in its stores. The two companies are using a strategy known as cobranding.
True
Idea marketing is often combined with__________to market ideas that are meant to change how people think or act.
event marketing
Companies employ _____ when they actively promote the ecological benefits of their products.
green marketing
A whole range of public and private organizations market beliefs that are meant to change how people think or act. This is referred to as__________.
idea marketing
Jim works in the marketing department of a smartphone manufacturing firm. He is currently working on ideas for a new package design for the company's latest range of smartphones. In the context of the company's marketing mix, Jim's ideas contribute to the _____.
product strategy
