MARKETING 240 EVALUATION EXAMS UPDATED
QUESTIONS AND ANSWERS SURE A+
✔✔Behavioral segmentation - ✔✔a segmentation method that divides customers into
groups based on how they use the product or service. Some common behavioral
measures include occasion and loyalty
✔✔Occasion segmentation - ✔✔a type of behavioral segmentation based on when a
product or service is purchased or consumed
✔✔Loyalty segmentation - ✔✔strategy of investing in loyalty initiatives to retain the
firm's most profitable customers
✔✔Market positioning - ✔✔the process of defining the market mix variables so that
target customers have a clear, distinctive, desirable understanding of what the product
does or represents in comparison w competing products
✔✔Jobs - ✔✔what the customer is trying to accomplish in a specific situation and the
progress they are trying to make
✔✔Pains - ✔✔what makes the job difficult, frustrating, or risky, and what keeps them
from making progress
, ✔✔Gains - ✔✔the positive outcomes of benefits the customer wants, and how success
feels and looks like
✔✔Design problem - ✔✔a design problem concise statement that defines the outcome
a product or service must achieve for the user
✔✔Perceptual mapping - ✔✔displays, in two or more dimensions, the position of
products or brands in the consumer's mind
✔✔Experimental research - ✔✔A type of conclusive and quantitative research that
systematically manipulates one or more variables to determine which variables have a
causal effect on another variable. Also called experiment.
✔✔Secondary data - ✔✔pieces of information that have already been collected from
other sources and usually are readily available
✔✔Syndicated - ✔✔data available for a fee from commercial research firms such as
Information Resources Inc, NDP Group, and Nielsen
✔✔Primary data - ✔✔Data collected to address specific research needs
✔✔Consumer product - ✔✔products and services used by people for this personal use
✔✔Speciality product - ✔✔products or services toward which the customer shows a
strong preference and for which he or she will expend considerable effort to search for
the best supplier
✔✔Shopping product - ✔✔products or services for which consumers will spend time
comparing alternatives, such as apparel, fragrances, and appliances
✔✔Convenience product - ✔✔products or services for which the consumer is not willing
to spend any effort to evaluate prior to purchase
✔✔Product mix - ✔✔the complete set of all products offered by a firm
✔✔Product line - ✔✔group of associated items, such as those consumers use together
or think of as part of a group
✔✔Product mix breadth - ✔✔represents a count of the number of product lines offered
by the firm
✔✔Product line depth - ✔✔equals the number of products within a product line
QUESTIONS AND ANSWERS SURE A+
✔✔Behavioral segmentation - ✔✔a segmentation method that divides customers into
groups based on how they use the product or service. Some common behavioral
measures include occasion and loyalty
✔✔Occasion segmentation - ✔✔a type of behavioral segmentation based on when a
product or service is purchased or consumed
✔✔Loyalty segmentation - ✔✔strategy of investing in loyalty initiatives to retain the
firm's most profitable customers
✔✔Market positioning - ✔✔the process of defining the market mix variables so that
target customers have a clear, distinctive, desirable understanding of what the product
does or represents in comparison w competing products
✔✔Jobs - ✔✔what the customer is trying to accomplish in a specific situation and the
progress they are trying to make
✔✔Pains - ✔✔what makes the job difficult, frustrating, or risky, and what keeps them
from making progress
, ✔✔Gains - ✔✔the positive outcomes of benefits the customer wants, and how success
feels and looks like
✔✔Design problem - ✔✔a design problem concise statement that defines the outcome
a product or service must achieve for the user
✔✔Perceptual mapping - ✔✔displays, in two or more dimensions, the position of
products or brands in the consumer's mind
✔✔Experimental research - ✔✔A type of conclusive and quantitative research that
systematically manipulates one or more variables to determine which variables have a
causal effect on another variable. Also called experiment.
✔✔Secondary data - ✔✔pieces of information that have already been collected from
other sources and usually are readily available
✔✔Syndicated - ✔✔data available for a fee from commercial research firms such as
Information Resources Inc, NDP Group, and Nielsen
✔✔Primary data - ✔✔Data collected to address specific research needs
✔✔Consumer product - ✔✔products and services used by people for this personal use
✔✔Speciality product - ✔✔products or services toward which the customer shows a
strong preference and for which he or she will expend considerable effort to search for
the best supplier
✔✔Shopping product - ✔✔products or services for which consumers will spend time
comparing alternatives, such as apparel, fragrances, and appliances
✔✔Convenience product - ✔✔products or services for which the consumer is not willing
to spend any effort to evaluate prior to purchase
✔✔Product mix - ✔✔the complete set of all products offered by a firm
✔✔Product line - ✔✔group of associated items, such as those consumers use together
or think of as part of a group
✔✔Product mix breadth - ✔✔represents a count of the number of product lines offered
by the firm
✔✔Product line depth - ✔✔equals the number of products within a product line
