Test Bank For THINK Marketing 3rd Edition by Keith J. Tuckwell
$20.00
Test Bank For THINK Marketing 3rd Edition by Keith J. Tuckwell
Chapter 7 Market Segmentation and Target Marketing
1) Firms must choose only one alternative at a time, because targeting strategies are exclusive.
Answer: FALSE
Diff: 1 Type: TF Page Ref: 146
Skill: Recall
LO: 1
2) Mass marketing is appropriate for a hotel chain.
Answer: TRUE
Diff: 2 Type: TF Page Ref: 147
Skill: Applied
LO: 1
3) When using a market segmentation strategy, a firm tends to lose control of costs because of the number of segments it competes in.
Answer: FALSE
Diff: 2 Type: TF Page Ref: 147
Skill: Recall
LO: 1
4) Demographic segmentation divides a market according to the activities, interests, and opinions of consumers.
Answer: FALSE
Diff: 1 Type: TF Page Ref: 153
Skill: Recall
LO: 2
5) Geo-targeting breaks a country into large regions; it does not consider urban and suburban differences within a city.
Answer: FALSE
Diff: 2 Type: TF Page Ref: 151
Skill: Recall
LO: 1
6) Behaviour response segmentation helps explain why two individuals who appear to be identical in age, sex, and income have different reasons for buying goods and services.
Answer: TRUE
Diff: 2 Type: TF Page Ref: 160
Skill: Recall
LO: 2
7) Henry Ford’s introduction of the Model “T” was the first example of mass customization.
Answer: FALSE
Diff: 2 Type: TF Page Ref: 151
Skill: Applied
LO: 1
8) A brand is “democratized” if customers can control the marketing of the brand through an online consumer voting process.
Answer: TRUE
Diff: 2 Type: TF Page Ref: 151
Skill: Recall
LO: 1
9) Real estate companies and mortgage companies are using behaviour response segmentation over traditional mass media.
Answer: TRUE
Diff: 2 Type: TF Page Ref: 150
Skill: Applied
LO: 1
10) Age is a sub-segment of demographic segmentation.
Answer: TRUE
Diff: 1 Type: TF Page Ref: 153
Skill: Recall
LO: 2
11) Technology is an important factor in the growth and adoption of direct segmentation and behavioural marketing.
Answer: TRUE
Diff: 2 Type: TF Page Ref: 150
Skill: Recall
LO: 1
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