Test Bank For THINK Marketing 3rd Edition by Keith J. Tuckwell

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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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