MKTG 340: Exam 2

Rapid-Skimming strategy means high price and low promotions (e.g. space tourism)
False
Single-target-market strategy is popular with large and high-market share organizations
False
Full-coverage marketing strategy means that marketers provide the same services for every target market and use the same marketing mix to promote them
False
One advantage of mail surveys is that respondents can choose the most convenient time to answer questions
True
Full-coverage marketing is also called undifferentiated marketing strategy
False
Slow-penetration strategy is often used by some low-cost companies
True
Lifestyle is described AIO (activities, interests, and opinions)
True
Internal secondary data sources include registration and reservation records, sales-mix and customer-mix information, databases, inquiry records, and turn-away statistics
True
Psychographic segmentation is often used on its own
False
Undifferentiated marketing strategy is usually applied by industry sector leaders, those nationally based chains with many branch locations
False
Psychographic segmentation is popular because the statistics are readily available, uniformly defined and accepted, and easy to use
False
GIS software makes it convenient to organize and graphically illustrate customer data by geographic area
True
____ means dividing markets based on population statistics
Demographic and socio-economic segmentation
____ divides customers by their use occasions, benefits, user status, usage rate, loyalty status, buyer-readiness stage, and attitudes toward the product of service
Behavioral segmentation
____ means dividing the market into groups of customers who share the same geographic location
Geographic segmentation
____ is the development of psychological profiles of customers and psychologically-based measures of distinctive modes of living or lifestyles
Psychographic segmentation
____ is the development of a service and marketing mix to occupy a specific place in the minds of customers within target markets
Positioning
____ is the selection of a course of action from among several alternatives that involve specific customer groups, communication methods, distribution channels, and pricing structures
Marketing strategy
____ is measurable result that an organization attempts to achieve for a target market within a specific time period, typically one or two years
Marketing objective
____has objectives and procedures similar to the focus group, but involves only one interviewee (subject) and one interviewer
Individual depth interview
____is a method in which the researcher directs questions to a small group of people, usually between eight and twelve people
Focus group
____ means watching and noting how customers behave
Human observation
____ aims to get information from one or more situations that are similar to the organization’s problem situation
Case study
_____ is the period when sales fall off and profits drop
A) Introduction
B) Growth
C) Maturity
D) Decline*
Which of the following items is NOT one of the criteria for effective segmentation?
A) Measurable
B) Reliable*
C) Accessible
D) Defensible
E) Compatible
Which of the following items is NOT a key requirement for good research information?
A) Utility
B) Timeliness
C) Openness*
D) Accuracy
E) Reliability
Which of the following is a marketing strategy by target market focus?
A) Single-target market strategy
B) Concentrated marketing strategy
C) Full-coverage marketing strategy
D) Undifferentiated marketing strategy
E) All of the above*
Which of the following items does NOT belong to the internal data sources?
A) Registration/reservations
B) Databases
C) Sales mix/Customer mix
D) Research companies and consultants*
E) Inquires
The Cornell Center for Hospitality Research divided past guests into four groups: 1) satisfied switchers, 2) dissatisfied switchers, 3) satisfied stayers, and 4) dissatisfied stayers. Which of the following segmentation approach did the Cornell Center use?
A) Occasion-based segmentation
B) Benefit segmentation
C) Brand loyalty segmentation*
D) Usage status and potential segmentation
E) Use-frequency segmentation
Which of the following strategies is NOT a maturity stage strategy?
A) Marketing-modification strategy
B) Product-modification strategy
C) Marketing-mix-modification strategy
D) Brand modification strategy*
E) Brand extension strategy
Which of the following items is benefit(s) of market segmentation?
A) More effective use of marketing dollars
B) Clearer understanding of the needs and wants of selected customer groups
C) More effective positioning
D) Greater precision in selecting promotional vehicles and techniques
E) All of the above*
McDonald’s spitted the market into non-users and former, regular, and potential users. Which of the following segmentation approaches did McDonald use?
A) Occasion-based segmentation
B) Benefit segmentation
C) Brand loyalty segmentation
D) Usage status and potential segmentation*
E) Use-frequency segmentation
Which of the following guest speakers visited this semester in your class?
A) Karen S Rodekamp*
B) Katelynn and Anthony
C) Tianshu Zheng
D) Rebecca Tang
E) Robert Bosselman
Product life cycle includes the following stage(s):
A) Introduction
B) Growth
C) Maturity
D) Decline
E) All of the above*
Which of the following is one of the topics that the guest speaker presented?
A) Business plan development
B) Merchandising
C) Sourcing capital
D) Outsourcing assistance
E) ISU Dining Initiatives*
Which of the following is a segmentation characteristic?
A) Geographic
B) Demographic
C) Socio-economic
D) Behavioral
E) All of the above*
American Airlines has a special reward program for frequent flyers and guests. Which of the following segmentation approaches did American Airlines use?
A) Occasion-based segmentation
B) Benefit segmentation
C) Brand loyalty segmentation
D) Usage status and potential segmentation
E) Use-frequency segmentation*
Which of the following statements is NOT one of the requirements of marketing objectives?
A) Target-market specific
B) Results oriented
C) Quantitative
D) Qualitative*
E) Time specific
_____ begins when the company finds and develops a new-product idea. During product development, sales are zero and the company’s investment costs mount?
A) Introduction
B) Growth
C) Maturity
D) Product development*
_____ is a period of slow sales growth as the product is introduced into the market. Profits are non-existent in this stage because of the heavy expenses of product introduction?
A) Growth
B) Product development
C) Maturity
D) Introduction*
Which of the following items does NOT belong to the five Ds of positioning?
A) Documenting
B) Developing*
C) Differentiating
D) Designing
E) Delivering
Which of the following items does NOT an approach to secure quantitative data?
A) Focus group*
B) Surveys
C) Experiments
D) Mechanical observation
E) Simulation
There are five reasons for doing marketing research-the five Cs. Which of the following does NOT belong to the five Cs?
A) Customer
B) Competitors
C) Confidence
D) Constant*
E) Credibility
_____ is a period of market acceptance and increasing profits.
A) Product development
B) Maturity
C) Growth *
D) Introduction
What does the O stand for in AIO?
A) options
B) objectives
C) opinions*
D) opportunities
Which of the following does not belong to the 5 C’s for doing marketing research?
A) Customers
B) Competition
C) Confidence
D) Credibility
E) Control*
What does CRAUT stand for?
A) utility, timeliness, cost-effectiveness, accuracy, and reliability
B) Croatia, Russia, Austria, Uzbekistan, Turkey
C) cost, rate, accounts, utility, time
These are all examples of quantitative research except ____
A) Survey
B) Experiments
C) Focus groups*
D) Simulation
Which of the following is one of the topics that the guest speaker presented?