The contrast between mass marketing and one-to-one marketing

Assignment Help Operation Management

Reference no: EM132112041

1. The contrast between mass marketing and one-to-one marketing illustrates that segments become more _______ as they increase in size.

a. heterogeneous

b. favorable

c. homogeneous

d. unfavorable

2. There are two perspectives in assessing the attractiveness of each segment in terms of its potential for our targeting, and it is extremely important to consider only one of these.

a. True

b. False

3. The idea of targeting is merely one of __________.

a. surveying

b. assessing

c. analysis

d. selection

4. Which of the following questions characterizes targeting?

a. How can we identify segments?

b. Why should we segment?

c. Which segments do we want to be our customers?

d. Which segment is the biggest?

5. Company ABC operates a nail salon that specializes in artificial nails. It has two primary ______, women who get their nails done infrequently (i.e., once or twice per year), and women who continuously wear fake nails.

a. segments

b. positionings

c. levels of awareness

d. market sizes

6. Marketers try to serve the segments whose needs match their _______, and in doing so hope to make very happy and loyal customers who will be very profitable.

a. abilities to deliver

b. opportunities

c. financial resources

d. targets

7. Which of the following positioning combinations makes the most sense?

a. low price, low quality, exclusive availability, heavy promotions

b. high price, low quality, exclusive availability, heavy promotions

c. low price, high quality, exclusive availability, light promotions

d. low price, low quality, widely available, heavy promotions

8. Which of the following is NOT one of three basic corporate strategies for creating value and achieving market stature?

a. operational excellence

b. product leadership

c. quality placement

d. customer intimacy

9. Operational excellence refers to companies that ________.

a. are good at production, delivery, price, and convenience

b. pride themselves on quality and innovation

c. are willing to tailor their products to particular customer needs

d. are expensive but is expected to pay off in long-term loyalty and enhanced customer lifetime value

10. Product leadership refers to companies that ______.

a. are good at production and delivery, and price and convenience

b. are expensive but is expected to pay off in long-term loyalty and enhanced customer lifetime value

c. pride themselves on quality and innovation

d. are willing to tailor their products to particular customer needs

Reference no: EM132112041

Questions Cloud

What one part of the agreement would you choose to modify : What one part of the agreement would you choose to modify? Why would you choose this section to modify?

Find the optimal way of blending : Find the optimal way (least cost) of blending together the ITQF coffee for the next two week period.

Breach of contract case or some other contract dispute : Using the internet, research a contract issue. This can be a breach of contract case or some other contract dispute.

Example of experience marketing : Which of the following is an example of “experience marketing”? Which is not a quality associated with the brand name under the company’s control?

The contrast between mass marketing and one-to-one marketing : The contrast between mass marketing and one-to-one marketing illustrates that segments become more _______ as they increase in size.

What you like most in strategic management and why : Which of the following is an example of work-in-process inventory for an automobile company? What you like most in strategic management and why?

Customer identifies that something is lacking : During the ____ phase of the purchase process, the customer identifies that something is lacking.

Biblical worldview as contrasted with secular worldview : Explain how the role of government is different under a Biblical worldview as contrasted with a secular worldview.

Labor management relations act : Research the major provisions of the National Labor Relations Board (NLRB) and Labor Management Relations Act (LMRA).

User Account

All Pages