Graded Homework

Question 3.

3. Apple hires a researcher to monitor how students use iPads in the classroom over the course of an entire week. This is an example of what type of research (8.2): (Points : 1)

Copy testing

Focus group

Eye tracking

Ethnography

Data mining

Question 4.

4. Grouping customers on the basis of their purchase histories is an example of what type of segmentation? (7.3) (Points : 1)

Psychographic

Geographic

Geodemographic

Demographic

Behavioral

Question 5.

5. Which of the following is NOT a likely outcome of Spiffy Spiff Car Wash’s implementation of a CRM system? (7.4) (Points : 1)

More mass marketing

Enhanced sales reporting and predictive modeling

New segmentation strategies

Trigger marketing tactics

More targeted mailings

Question 6.

6. Which of the following is NOT considered a sociocultural influence on consumer purchasing? (7.1) (Points : 1)

Family

The marketing mix

Social class

The economy

Life stage

Question 7.

7. Which of the following represents a MICRO-environment influence for Power to the People Gym? (8.1)? (Points : 1)

The CEO’s desire to see brand advertised on TV

The economy

The time of year

Federal subsidies for gym memberships

Rising awareness of exercise importance

Question 8.

8. Which of the following is NOT a characteristic of an attractive target segment? (7.3) (Points : 1)

Well-served by competitors

Sufficient scale

Good fit with brand image/position

Likely to grow

Can be served profitably

Question 9.

9. Office Giant’s environmental scanning efforts would NOT include which of the following (8.1)? (Points : 1)

Interviewing its former customers

Gathering competitive intelligence

Monitoring social media conversations

ROI evaluation of marketing efforts

Identifying office technology trends

Question 10.

10. Which of the following is NOT a stage in the purchase decision process? (7.1) (Points : 1)

Alternative evaluation

Postpurchase behavior

Information search

Need recognition

Analysis of motivations