PLEASE HELP ME ANSWER THE QUESTION 21. The contrast between mass marketing and o

Question

PLEASE HELP ME ANSWER THE QUESTION

21. 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

22. 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

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

a. surveying

b. assessing

c. analysis

d. selection

24. 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?

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

Explanation / Answer

21. (a). Heterogeneous

22. (b). False

23. (d). Selection

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

25. (a). segments

26. (a). abilities to deliver

27. (d). low price, low quality, widely available, heavy promotions

28. (c). quality placement

29. (a). are good at production, delivery, price, and convenience

30. (c). pride themselves on quality and innovation

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