STP stands for segmentation, targeting

1.

STP stands for segmentation, targeting, and positioning.

True False

2.

Occupation segmentation is very closely related to income segmentation, although the two are not perfectly correlated.


True False

3.

For many marketing managers, segmentation by benefit sought is the best place to start the process of market segmentation.


True False

4.

One of the easiest, most straightforward methods of segmentation is demographic.


True False

5.

In general, B2B segmentation is more straightforward than B2C segmentation.


True False

6.

ChristianMingle, the Christian online dating service, uses an undifferentiated target marketing approach.

True False

7.

If a firm chooses more than one segment to attack, it should approach them sequentially, not all at the same time.


True False

8.

A niche strategy is the same as Porter's focus strategy or concentrated target marketing.

True False

9.

Generation Y, people born between 1965 and 1977, tend to be pragmatic, optimistic, good team players, savvy, and edgy in nature.


True False

10.

The largest generation is the Millennial Generation. Members of this group were born after 1994 and are characterized by being heavily Hispanic, African-American, and Asian.


True False

11.

Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.


True False

12.

CRM software is best selected for purchase by the Information Technology department since the "techies" will need to maintain it and better understand the required functions.


True False

13.

It is possible today to calculate the total financial return for each customer that we expected to be earned over the length of the customer relationship.


True False

14.

Customer satisfaction and customer loyalty, two metrics used by brand managers, are metrics used in CRM.

True False

15.

A company that uses positioning often uses a price-quality perceptual map to show where it is positioned versus the competition. This helps it understand if it needs to either change pricing strategy or quality standards.


True False

16.

When a company decides its positioning strategy, it is impossible to overposition it against competition.


True False

17.

McDonald's fell victim to confused positioning with too many new products in the 1990s so that customers lost track of what the core brand was.

True False

18.

Dell customers were eager to grab its new products such as TVs.

True False

19.

Marketing planning is the first phase of the CRM process cycle.

True False