Conceptual Assessment-2 MCQ Quiz Answers
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Conceptual Assessment-2
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Conceptual Assessment-2 MCQ Quiz Submission Link
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Questions
Question 1
Selected Answer:
Answers:
The process of identifying customers for whom the company will optimize its
o±ering is called ________.
a. targeting
a. targeting
b. dominance
c. positioning
d. segmentation
e. research
Question 2
________ identi²es the ways in which the company can reach those customers it
has deemed strategically important.
mySIUE
myServices
Star²sh
Sexual Violence Prevention Training
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Selected Answer:
Answers:
a. Tactical targeting
a. Tactical targeting
b. The marketing mix
c. Strategic targeting
d. Product customization
e. Mass customization
Question 3
Selected Answer:
Answers:
Coca-Cola's original marketing strategy that o±ered a single drink Coca-Cola
Classic in a single sized bottle with the advertising theme "Coke is it," is an
example of ________ marketing.
e. undi±erentiated
a. concentrated
b. niche
c. differentiated
d. micro
e. undifferentiated
Question 4
Selected Answer:
Answers:
A ________ has three characteristics: (1) It is a source of competitive advantage
and makes a signi²cant contribution to perceived customer bene²ts, (2) it has
applications in a wide variety of markets, and (3) it is di³cult for competitors to
imitate.
d. core competency
a. strategic competency
b. company strength
c. benefit strength
d. core competency
e. tactical advantage
Question 5
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Selected Answer:
Answers:
Target customers can create two kinds of value for a company: monetary and
________.
c. strategic
a. tactical
b. financial
c. strategic
d. market share
e. profitability
Question 6
Selected Answer:
Answers:
Age, gender, income, occupation, level of education, religion, ethnicity,
nationality, employment status, population density, social class, household size,
and stage in the life cycle are all considered ________ factors.
c. demographic
a. personal
b. behavioral
c. demographic
d. psychographic
e. geographic
Question 7
Selected Answer:
Answers:
If Walmart divides potential customers into those who prefer to shop online
versus those who prefer to shop in person at a Walmart location, it is using a
________ factor to segment its customers.
b. behavioral
a. personal
b. behavioral
c. demographic
d. psychographic
e. geographic
Question 8
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Selected Answer:
Answers:
A ________ consists of a group of customers who share a similar set of needs
and/or pro²le characteristics.
d. market segment
a. vertical marketing system
b. market basket
c. market share
d. market segment
e. market level
Question 9
Selected Answer:
Answers:
The VALS framework is one of the oldest and best known ________ segmentation
systems.
a. psychographic
a. psychographic
b. demographic
c. geographic
d. economic
e. behavioral
Question 10
Selected Answer:
Answers:
Hilton Hotels customizes rooms and lobbies according to location. Northeastern
hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic.
This is an example of ________ segmentation.
d. geographic
a. demographic
b. behavioral
c. psychographic
d. geographic
e. cultural
Question 11
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Selected Answer:
Answers:
If a heavy equipment manufacturer decided not to pursue customers who
prefer leasing over buying, it would be using which segmentation variable?
d. Purchasing approaches
a. Economic stability
b. Operating variables
c. Demographic factors
d. Purchasing approaches
e. Situational factors
Question 12
Selected Answer:
Answers:
The ________ is essentially the total customer bene²t minus the total customer
cost.
d. customer value proposition
a. customer net value
b. positioning
c. core message
d. customer value proposition
e. customer economic value
Question 13
Selected Answer:
Answers:
After a company discovers di±erent needs and groups of consumers in the
marketplace, it targets those it can satisfy in a superior way and then develops a
value proposition and ________ its o±erings so the target customers recognize
the distinctive bene²ts of its o±erings.
a. positions
a. positions
b. sells
c. prices
d. launches
e. designs
Question 14
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Selected Answer:
Answers:
Depending on the needs of customers, an o±ering can create value across three
domains: ________, psychological, and monetary.
a. functional
a. functional
b. financial
c. emotional
d. logical
e. social
Question 15
Selected Answer:
Answers:
Which element of customer value goes beyond functional value to create
emotional bene²ts?
c. Psychological
a. Functional
b. Financial
c. Psychological
d. Logical
e. Social
Question 16
Selected Answer:
Answers:
When Coca-Cola determines the bottled-water competitors for its Dasani brand
by identifying the products or sets of products with which the brand competes
and which function as close substitutes, it is determining Dasani's ________.
b. points of parity
a. customer-focused value proposition
b. points of parity
c. points of difference
d. category membership
e. brand statement
Question 17
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