Chapter 4 Marketing Quiz

_________ Suggests Opportunities: (Define generic markets and product-markets. Segment markets to identify possible targets.)

Differentiation and _________ take the customer point of view.

• Segmentation
• Clustering techniques
• Positioning
• Customer relationship management

True or False? This is an example of a Generic Market: “Late-night snackers” might be satisfied by very different product types: a trip to Taco Bell, cooking up a frozen DiGiorno pizza, or eating an apple from the refrigerator.

• true
• false

A ___________ is a fictional depiction of customers illustrative of each target segment.

• generic market
• target market
• buyer persona
• market segment

In what order are the E-Commerce steps in?

• Market segment, Pop-up message, Customer behavior
• Customer behavior, Market segment, Pop-up message
• Pop-up message, Customer behavior, Market segment

A family goes on vacation. Once the mother finds two hotels that meets all the expectations she chooses the one that includes a complimentary breakfast. The breakfast option would be a ____ segmenting decision

• Determining
• Qualifying
• Differentiated
• Demographic

True or False: A site’s CRM begins collecting data based on customer clicks and activity

• true
• false

What is a positioning statement?

• a mission statement
• How companies decide were to set up
• a statement that gives managers a strategic direction
• the way managers position their employees

True or False: Positioning analysis is how marketers determine what kind of quality their competitors like

• true
• false

What is differentiation?

• How marketers set their product apart
• How marketers behave
• Ethical issues
• how marketers compare there sales