QUIZ 06: Customer-Driven Marketing Strategy

"Unaware," "Aware," and "Informed" are three examples of which behavioristic segmentation variable?

• Buyer readiness stage

• User status

• Benefits sought

• Loyalty status

Which of the following do NOT contribute to a company's product differentiation

• Physical attributes

• Service

• Personnel

• Profitability

In using a(n) ________ marketing strategy, a company ignores market segmentation and goes after the entire market with one market offer.

• Differentiated

• Undifferentiated

• Unconcentrated

• Concentrated

The increasing fragmentation of the mass market into hundreds of smaller markets is called:

• Macromarketing

• Deindividualized marketing

• Mass marketing

• Micromarketing

Which of the following is NOT a demographic variable?

•    Age

• Gender

• User status

• Religion

Instead of going for a small share of a large market, the firm pursues a large share of one or a few small markets. This marketing strategy is called:

• Selective marketing

• Elective marketing

• Concentrated marketing

• Concentric marketing

Over-positioning is defined as:

• Giving buyers a too-broad picture of the company

• Positioning the company on a level above its par

• Giving buyers a too-narrow picture of the company

• Failing to ever positioning the company at all

Offering consumers greater value either through lower prices or by providing more benefits that justify higher prices, is called:

• Smart marketing

• Effective market positioning

• Bifurcation marketing

• Competitive advantage

The lodging industry is particularly effective in using income segmentation.

• TRUE

• FALSE

The effectiveness of frequent-flyer and frequent-guest programs is clearly enormous.

• TRUE

• FALSE