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5 Written questions

5 Matching questions

  1. Subliminal Advertising
  2. B2B
  3. Easier to keep customer or find new?
  4. One-to-one marketing
  5. 2 Approaches to Segment Market
  1. a ad that is shown so quickly that is doesn't meet the threshold of liminal recognition
  2. b Each customer serves as his own segment
    Product is tailored for each person's desires
    Difficult to be profitable
  3. c 6 times more expensive to find new
  4. d Business to Business;
  5. e Managerial: top down ideation
    Customer-Based: bottom-up customer needs assessment

5 Multiple choice questions

  1. Segmentation, Targeting, Positioning
  2. repeated exposure to an ad brings familiarity and a positive feeling
  3. identify need/want, search possible solution, build consideration set
  4. serve one segment well
  5. profitability (data-informed)

5 True/False questions

  1. 5 C'sProduct, Price, Place, Promotion


  2. B2C and B2BLow Involvement: Convenience, Straight Rebuy
    Medium Involvement: Shopping, Modified Rebuy
    High Involvement: Specialty, New Buy


  3. SWOTStrengths, Weaknesses, Opportunities, Threats


  4. Companya firm's capabilities/resources


  5. Breadth Segmentation Strategyserve more than one segment


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