Market Segmentation and Positioning Quiz
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Questions and Answers

What does the term 'customer touchpoint' refer to?

  • The customer's overall response to all interactions and experiences.
  • The flow of interactions that provides an overview of the customer's cumulative interactions.
  • Any direct or indirect brand encounter that provides a view on a single customer interaction. (correct)
  • The set of brands in the initial consideration stage.

    • Why did the traditional funnel method of the customer journey become obsolete?

  • Resulting from an increasing number of touchpoints and consumer-driven marketing. (correct)
  • Because traditional marketing became a dominant information source.
  • Due to the decreasing number of touchpoints in the digital era.
  • As a result of the shift from 'pull' to 'push' marketing activities.

    • What defines the 'customer journey' concept?

  • The set of brands that customers consider during their shopping process.
  • The transition from awareness to loyalty in the marketing process.
  • The flow of interactions providing an overview of customers' cumulative interactions. (correct)
  • The overall response of customers to all touchpoints along their journey.

    • In the customer journey stages, what characterizes the 'initial consideration' phase?

    <p>The set of brands already in the top-of-mind for customers.</p> Signup and view all the answers

    What led to the need for a more integrated perspective in the customer journey in the digital era?

    <p>The increase in consumer-driven marketing activities.</p> Signup and view all the answers

    Why is tracking and managing after-purchase activities mentioned in relation to the customer journey?

    <p>Due to the significance of post-purchase experiences for loyalty building.</p> Signup and view all the answers

    What is an advantage of online products over physical products?

    <p>Online products can be easily unbundled and sold separately.</p> Signup and view all the answers

    Which of the following is a characteristic of dynamic pricing?

    <p>Prices are adjusted based on current market demands using algorithms.</p> Signup and view all the answers

    Why do physical stores increase revenues for online businesses?

    <p>They increase purchase frequency and facilitate returns and exchanges.</p> Signup and view all the answers

    What is the purpose of behavioral targeting in online marketing?

    <p>To target customers based on their online behavior, such as clicks and searches.</p> Signup and view all the answers

    What is the first step in developing a personality targeting strategy?

    <p>Gather data about the customer's online behavior.</p> Signup and view all the answers

    Which of the following is an example of a shift from push to pull marketing?

    <p>Optimizing a website for search engines to attract organic traffic.</p> Signup and view all the answers

    Which of the following is NOT one of the four different marketing problem-solving modes of Marketing Management Support Systems (MMSS)?

    <p>Predicting</p> Signup and view all the answers

    During an economic recession, which of the following is true about the purchase of durable products?

    <p>Durable products are bought much less during a recession</p> Signup and view all the answers

    Which of the following is NOT a type of primary data collection method mentioned in the text?

    <p>Causal analysis</p> Signup and view all the answers

    Which of the following is a key characteristic of the 'Reasoning' problem-solving mode in Marketing Management Support Systems (MMSS)?

    <p>Using mental models</p> Signup and view all the answers

    What is the recommended approach for obtaining and using data according to the text?

    <p>Start with secondary data and then turn to primary data</p> Signup and view all the answers

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