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