Multisegment marketing

C16V : Principles of Marketing

When a company calculates __________, the company looks at how much profit it expects to make from a particular customer, including each purchase he or she will make from the company now and in the future.

customer lifetime value

customer relationship management

utility

the exchange function

By definition, a(n) __________ is a community, nation, or group that shares common traditions, institutions, activities, and interests.

market

society

environment

marketplace

It is easiest for marketers to create an emotional connection between a consumer and a(n) __________ product.

approach

augmented

core

avoidance

Information collected from government publications is an example of __________ data.

primary

secondary

observational

experimental

A __________ is a promise to deliver specific benefits associated with products or services to consumers.

service

brand

license

patent

Which type of segmentation is MOST related to the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

Behavioral

Psychographic

Needs

Impulse

Multisegment marketing is likely to __________ and __________.

increase research costs; decrease shipping costs

decrease resale value; increase sales volume

increase sales potential; increase costs

increase sales potential, decrease costs

Demand would MOST likely be inelastic for which of the following?

Lamb chops and T-bone steaks

Gourmet cheese

Basic necessities

Luxury watches

Financial services provider USAA sends materials about teaching teenagers how to drive safely to USAA customers who have children approaching driving eligibility age. USAA is using __________ information from a customer database to determine which customers should receive the materials.

demographic

geographic

psychographic

behavioral

Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen __________ as a marketing tool.

networking

direct marketing

broadcast advertising

branded entertainment