UF MMC 3420 Quiz 1 Questions and Answers Graded A+
Among the segmentation variables related to purchase behavior is consumers' share of wallet.
This term refers to the: - Answers money that a consumer spends with one firm as a share of all
the money that the consumer spends in that category.
Audience ratings report would be an example of ____________________ on a Big Data continuum
of structure levels. - Answers Structured data
A toothpaste manufacturer believes its most likely customers are parents of young children
who value a brand with a kid-friendly taste and texture. The company's segmentation is probably
based on: - Answers a combination of demographics and benefits sought.
Dunkin' Donuts is expanding in several different countries. Its stores offer curry doughnuts in
India, dulce de leche doughnuts in Peru, and cherry brandy doughnuts in Germany. This is an
example of segmentation based primarily on: - Answers geography
Rockwell Collins is a manufacturer of avionics and communications systems for corporate
aircraft. In response to a general slowdown in the business aviation industry, Rockwell
announced cutbacks for the items it makes for small and midsize jets. Based on this
information, which of the following segmentation variables is Rockwell most likely to utilize? -
Answers "Firmographic"
According to McKinsey Big Data Report, the health care sector has four distinct data pools that
have little overlap and integration. What are these four types of data? - Answers Pharmaceutical
R&D data, clinical data, patient behavior and sentiment data, and activity/claims and cost data
This theory, _______________________, states that a person's behavior is predicted by his/her
attitude toward that behavior and how he/she thinks other people would view them if they
performed the behavior. - Answers The theory of reasoned action
What are the two main categories of web analytics? - Answers offsite and onsite web analytics
Specialty retailers like Restoration Hardware, L.L.Bean, and Anthropologie make heavy use of
direct mail catalogs. Such catalog marketers typically segment their markets based on three
factors, each of which describes the nature of different customers' past purchases and
correlates well with future purchases. Abbreviated as RFM, the factors are: - Answers recency,
frequency, and monetary value.
Which of the following represents the most significant risk to companies using a mass-
marketing approach? - Answers They may lose customers to niche marketers.
What are the three V's Big Data that often define its characteristics? - Answers Volume, Velocity,
Variety
Which of the following does the marketing process of segmentation, targeting, and positioning
Among the segmentation variables related to purchase behavior is consumers' share of wallet.
This term refers to the: - Answers money that a consumer spends with one firm as a share of all
the money that the consumer spends in that category.
Audience ratings report would be an example of ____________________ on a Big Data continuum
of structure levels. - Answers Structured data
A toothpaste manufacturer believes its most likely customers are parents of young children
who value a brand with a kid-friendly taste and texture. The company's segmentation is probably
based on: - Answers a combination of demographics and benefits sought.
Dunkin' Donuts is expanding in several different countries. Its stores offer curry doughnuts in
India, dulce de leche doughnuts in Peru, and cherry brandy doughnuts in Germany. This is an
example of segmentation based primarily on: - Answers geography
Rockwell Collins is a manufacturer of avionics and communications systems for corporate
aircraft. In response to a general slowdown in the business aviation industry, Rockwell
announced cutbacks for the items it makes for small and midsize jets. Based on this
information, which of the following segmentation variables is Rockwell most likely to utilize? -
Answers "Firmographic"
According to McKinsey Big Data Report, the health care sector has four distinct data pools that
have little overlap and integration. What are these four types of data? - Answers Pharmaceutical
R&D data, clinical data, patient behavior and sentiment data, and activity/claims and cost data
This theory, _______________________, states that a person's behavior is predicted by his/her
attitude toward that behavior and how he/she thinks other people would view them if they
performed the behavior. - Answers The theory of reasoned action
What are the two main categories of web analytics? - Answers offsite and onsite web analytics
Specialty retailers like Restoration Hardware, L.L.Bean, and Anthropologie make heavy use of
direct mail catalogs. Such catalog marketers typically segment their markets based on three
factors, each of which describes the nature of different customers' past purchases and
correlates well with future purchases. Abbreviated as RFM, the factors are: - Answers recency,
frequency, and monetary value.
Which of the following represents the most significant risk to companies using a mass-
marketing approach? - Answers They may lose customers to niche marketers.
What are the three V's Big Data that often define its characteristics? - Answers Volume, Velocity,
Variety
Which of the following does the marketing process of segmentation, targeting, and positioning
