Managing Marketing Information and Segmentation, Targeti

The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region. They develop the data needed by marketing managers to evaluate the market share of the company's different products and also to gain valuable market insights. This mix of people and procedures to generate actionable marketing insights represents a(n) ________.

• product mix

• strategic planning system

• marketing information system

• business portfolio

The real value of marketing research lies in the customer insights that it provides.

• TRUE

• FALSE

The marketing department of a reputable firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?

• strategic planning

• market segmentation

• competitive marketing intelligence

• customer relationship management

A successful CRM program is expected to help a company achieve all of the following EXCEPT ________.

• provide higher levels of customer service

• develop deeper customer relationships

• create offers to meet specific customer requirements

• understand the competition better

Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts at select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach.

• gender

• occasion

• 
  benefit

• 
  income

________ segmentation divides buyers into different segments based on lifestyle or personality characteristics.

• Benefit

• Psychographic

• Occasion

• Loyalty

Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods. This is an example of ________.

• demographic segmentation

• geographic segmentation

• psychographic segmentation

• behavioural segmentation

________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.

• Positioning

• Market targeting

• Mass customization

• Market segmentation

Gender segmentation is commonly used in clothing, cosmetics, toiletries, and magazines.

• TRUE

• FALSE

When segmenting by user status, markets are segmented into light, medium, and heavy product users.

• TRUE

• FALSE