Marketing Chap. 7-8 at TU München

Flashcards and summaries for Marketing Chap. 7-8 at the TU München

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Study with flashcards and summaries for the course Marketing Chap. 7-8 at the TU München

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Market segmentation is done because... A - it is highly useful for undifferentiated marketing B - It reduces cognitive dissonance C - it enables cost leadership D - potential customers may differ in terms of various criteria (such as sociodemographic and psychographic variables)

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

The customer status in Lufthansa's Miles & More Program is based on... A - psychographic segmentation B - sociodemographic segmentation C - behavioural segmentation D - geographic segmentation

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

When a company decides to target only one specific customer segment, this is called... A - undifferentiated marketing B - relationship marketing C - concentrated marketing D - differentiated marketing
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Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

When a consumer goods company introduces a new product line under the name of an existing brand, this is called.. A - Line extension B - Multibranding C - Brand extension D - Development of new brands and lines

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Which of the following segmentation criteria is not part of the four classical bases for segmenting consumer markets ? A - Psychographic segmentation B - Behavioural segmentation C - Random segmentation D - Geographic segmentation E - Demographic segmentation

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Which of the following statements about the segmenting, targeting and positioning concept are wrong ? A - The goal of a cluster analysis is to provide relevant information for the market segmentation step and form groups that are similar to other groups B - The goal of the positioning step is to gain a competitive advantage by designing the company's offering in a way yo occupy a distinctive place C - The goal of laddering, as part of the positioning step, is to identify attributes perceived by customers and determine the degree to which they relate to benefits D - The goal of the targeting step is to determine each segment's attractiveness and select one or more market segments to enter E - The goal of multidimensional scaling in a positioning analysis is to map the similarities and differences of objects in a multidimensional space

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

A brand can profit from brand extension because... 1. It can work more efficiently when designing marketing mix instruments 2. It gets more prominent in retail store 3. The positive image transfers from brand to the brand extension 4. Of the dilution of the original brand A - 1 & 2 are correct only B - 1, 2 & 3 are correct only C - All answers are correct D - 1, 2 & 4 are correct only E - 1 & 3 are correct only
This was only a preview of our StudySmarter flashcards.
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Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Which one(s) is (are) pattern(s) of the target market selection of a company ? 1. Full market coverage 2. Product specialisation 3. Crowd specialisation 4. Single segment specialisation A - 1 & 2 are correct only B - 2, 3 & 4 are correct only C - 1, 2 & 4 are correct only D - All answers are correct E - 3 is correct only

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Brand antecedents and consequences do not include the following aspect: A - How the financial market reacts B - When and where the company was founded C - What customers do D - What companies and marketing managers do E - What customers think and feel

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Which of the following statements is not an advantage of brand extensions ? A - Retailers are easier to convince to stock the extension B - Achieving higher prominence in the retail store C - Realising brand dilution effects D - Avoid the costs of coming up with a new brand name E - Realising efficiencies across the marketing mix

Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Which of the following statements about segmentation is not correct ? Companies should cluster, because... A - needs and preferences are homogeneous B - consumers have different value for the companies (e.g customer lifetime value) C - consumers have different buying power D - communication is cheaper than in one-to-one marketing and more effective than when addressing all customers at the same time E - consumers want to buy different products and services to express their personalities
This was only a preview of our StudySmarter flashcards.
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Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Which of the following examples about segmentation criteria are correct ? 1. Europe vs. Asia is an example of geographic segmentation 2. Second marriage i an example of behavioural segmentation 3. Social class is an example of geographic segmentation 4. Personality traits are an example of psychographic segmentation 5. Loyalty status is an example of behavioural segmentation A - 1, 4 & 5 are correct only B - 1 & 4 are correct only C - All are correct D - 1, 2, 4 & 5 are correct only E - 4 & 5 are correct only

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Exemplary flashcards for Marketing Chap. 7-8 at the TU München on StudySmarter:

Marketing Chap. 7-8

Market segmentation is done because... A - it is highly useful for undifferentiated marketing B - It reduces cognitive dissonance C - it enables cost leadership D - potential customers may differ in terms of various criteria (such as sociodemographic and psychographic variables)
D

Marketing Chap. 7-8

The customer status in Lufthansa's Miles & More Program is based on... A - psychographic segmentation B - sociodemographic segmentation C - behavioural segmentation D - geographic segmentation
C

Marketing Chap. 7-8

When a company decides to target only one specific customer segment, this is called... A - undifferentiated marketing B - relationship marketing C - concentrated marketing D - differentiated marketing
C

Marketing Chap. 7-8

When a consumer goods company introduces a new product line under the name of an existing brand, this is called.. A - Line extension B - Multibranding C - Brand extension D - Development of new brands and lines
C

Marketing Chap. 7-8

Which of the following segmentation criteria is not part of the four classical bases for segmenting consumer markets ? A - Psychographic segmentation B - Behavioural segmentation C - Random segmentation D - Geographic segmentation E - Demographic segmentation
C

Marketing Chap. 7-8

Which of the following statements about the segmenting, targeting and positioning concept are wrong ? A - The goal of a cluster analysis is to provide relevant information for the market segmentation step and form groups that are similar to other groups B - The goal of the positioning step is to gain a competitive advantage by designing the company's offering in a way yo occupy a distinctive place C - The goal of laddering, as part of the positioning step, is to identify attributes perceived by customers and determine the degree to which they relate to benefits D - The goal of the targeting step is to determine each segment's attractiveness and select one or more market segments to enter E - The goal of multidimensional scaling in a positioning analysis is to map the similarities and differences of objects in a multidimensional space
A

Marketing Chap. 7-8

A brand can profit from brand extension because... 1. It can work more efficiently when designing marketing mix instruments 2. It gets more prominent in retail store 3. The positive image transfers from brand to the brand extension 4. Of the dilution of the original brand A - 1 & 2 are correct only B - 1, 2 & 3 are correct only C - All answers are correct D - 1, 2 & 4 are correct only E - 1 & 3 are correct only
B

Marketing Chap. 7-8

Which one(s) is (are) pattern(s) of the target market selection of a company ? 1. Full market coverage 2. Product specialisation 3. Crowd specialisation 4. Single segment specialisation A - 1 & 2 are correct only B - 2, 3 & 4 are correct only C - 1, 2 & 4 are correct only D - All answers are correct E - 3 is correct only
C

Marketing Chap. 7-8

Brand antecedents and consequences do not include the following aspect: A - How the financial market reacts B - When and where the company was founded C - What customers do D - What companies and marketing managers do E - What customers think and feel
B

Marketing Chap. 7-8

Which of the following statements is not an advantage of brand extensions ? A - Retailers are easier to convince to stock the extension B - Achieving higher prominence in the retail store C - Realising brand dilution effects D - Avoid the costs of coming up with a new brand name E - Realising efficiencies across the marketing mix
C

Marketing Chap. 7-8

Which of the following statements about segmentation is not correct ? Companies should cluster, because... A - needs and preferences are homogeneous B - consumers have different value for the companies (e.g customer lifetime value) C - consumers have different buying power D - communication is cheaper than in one-to-one marketing and more effective than when addressing all customers at the same time E - consumers want to buy different products and services to express their personalities
A

Marketing Chap. 7-8

Which of the following examples about segmentation criteria are correct ? 1. Europe vs. Asia is an example of geographic segmentation 2. Second marriage i an example of behavioural segmentation 3. Social class is an example of geographic segmentation 4. Personality traits are an example of psychographic segmentation 5. Loyalty status is an example of behavioural segmentation A - 1, 4 & 5 are correct only B - 1 & 4 are correct only C - All are correct D - 1, 2, 4 & 5 are correct only E - 4 & 5 are correct only
A

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