KIIT University 2008 M.B.A Marketing Management keting - Question Paper

a. Consumptionization
b. Viral marketing
c. Virtual marketing
d. Regionalization
e. Customerization

11. All of the subsequent are disadvantages of customerization other than that ________.
a. it requires more prior info about the customer than most customers are willing to share
b. it is difficult to implement for complex products
c. it can raise the cost of goods by more than the customer is willing to pay
d. some customers don’t know what they want until they see the true product
e. the product may be hard to repair and have little sales value

12. Regardless of the kind of segmentation scheme used, the key is adjusting the marketing program to recognize ________.
a. the level of disposable income earned by the target group
b. customer differences
c. the cost–benefit relationship of narrowing the target market
d. customer similarities
e. saturated markets

13. If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.
a. demographic
b. psychographic
c. geographic
d. cultural
e. social class

14. When segmenting on the basis of family life cycle, all of the subsequent are segment categories other than ________.
a. young, single
b. male, female
c. young, married
d. older, married, no children under 18
e. young, married, youngest child six or over

15. If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________.
a. personality
b. behavioral occasions
c. user status
d. psychographic lifestyle
e. readiness stage

16. If a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment.
a. user status
b. usage rate
c. buyer-readiness stage
d. occasion
e. benefit

17. Men and women tend to have various attitudinal and behavioral orientations, based partly on genetic makeup and partly on ________.
a. income
b. occupation
c. socialization
d. heredity
e. globalization

18. ________ is the science of using psychology and demographics to better understand consumers.
a. Psychographics
b. Segmentation
c. Clustering
d. Demographics
e. Social psychology

19. According to the VALS segmentation system, ________ are successful, sophisticated, active, “take-charge” people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services.

Earning:   Approval pending.