Define customer behaviour

1.   A resort employs _______ when it shifts the firm’s target market from singles to families.

 

A. multisegmentation

B. undifferentiation

C. customization

D. repositioning

 

2.   _______ occurs when resources of any variety are transferred between the parties to a transaction.

 

A. Commerce

B. Exchange

C. Marketing

D. Puffery

3.   A mail-order company that uses PRIZM employs _______ segmentation.

 

A. geographic

B. demographic

C. geodemographic

D. psychographic

 

4.   The items people own, the services they use, and the activities they engage in are byproducts of _______ actions.

 

A. networking

B. marketing

C. global

D. high-involvement

5.   Which of the following is an example of the concentration targeting strategy?

 

A. A tailor who individualizes each suit for each customer

B. A cruise line that advertises to families and singles

C. A toy manufacturer that makes some toys for children and some for adults

D. A retailer that sells gadgets for left-handed people only

6.   If fewer people can afford the cost of a college education, this will drastically impact consumer behavior. In a recent survey of college pricing, the College Board reported that “moderate” college budgets for in-state public colleges and private colleges for the 2015–2016 academic year averaged approximately _______, respectively.

 

A. $20,000 and $35,000

B. $10,000 and $30,000

C. $24,000 and $48,000

D. $15,000 and $40,000

7.   Which of the following is an example of demographic segmentation?

 

A. A shoe producer who targets the heaviest users of sandals

B. A newspaper that targets teenagers

C. A mail-order business that segments their market by Zip code

D. A restaurant that targets vegetarians

8.   Ava posted a message on the app Nextdoor, asking her neighbors if they knew of a store that sold vintage hats. She received several replies. Which of the following best describes this situation?

 

A. The power of agents of change

B. The influence of opinion leaders

C. Word-of-mouth communication

D. High-involvement purchasing

 

9.   What do marketers attempt to do in each stage of the customer lifecycle?

 

A. Advertise to the consumer about their other product offerings

B. Maintain their customers for life

C. Improve their customer centricity via touchpoints

D. Convince consumers to buy their product

10.   Which of the following describes PersonicX household-level segmentation system?

 

A. It characterizes six distinct types of households.

B. It was developed by Nielsen Claritas.

C. It enables marketers to reach targeted segments both on- and offline.

D. It assigns colorful labels to segments such as “Young Digerati” and “Shotguns and Pickups.”