Principles Of Marketing (MKTG 3001) )When an organization produces only a single product and attempts to sell it to two or more different market segments, which cost may it incur?True or false: The Harry Potter book series by J.K. Rowling has been popular with preteen, teen, and adult segments. The primary focus of Zappos' market segmentation strategy is to sell A)a wide selection of shoes, clothes, accessories, beauty aids, and housewares to people who will buy them online. Also called frequency marketing.Experian Simmons tracks statistics related to usage rate of fast food profiles as well as age and gender, which means it uses __________ segmentation.Grouping products into meaningful categories makes it easier for consumers to relate to them. C)all types of shoes, accessories, and … The business started as two friends selling gel ball blasters from a garage in the suburbs, and now...The last time I purchased something online, I purchased the starter pack of these produce bags by The Swag. )The market-product grid can be used to identify both product and market ___________ that may be available.When Apple promotes a single product to all targeted segments, it uses __________ synergies.The place a product occupies in consumers' minds based on important attributes relative to competitive products.Changing the place a product occupies in a consumer's mind relative to competitive products.True or false: Product repositioning is moving a product sold in a retail environment to a more visible location.True or false: When a firm's product is near a competitor's product on a perceptual map, these products have head-to-head positioning, meaning they compete on similar attributes in the same target market.Dollar Rental Car, Avis, and Hertz compete directly on similar attributes in the same target market, with __________ positioning.When McDonald's offers health menu items in hopes of avoiding competition with Wendy's and Burger King, it uses __________ positioning.To create a perceptual map, marketers attempt to understand customer evaluations for a product and its competitors in order to determine these products' __________ on the map.Positioning strategy using perceptual maps begins with identifying the most important __________ of the product class to the target customers.A perceptual map is used in developing a positioning strategy in order to display the position of the products or brands in the __________ mind.A means of displaying in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as the firm's own product or brand. (Check all that apply. This is an example of the mass customization segmentation strategy.True or false: When expenses are greater than the potentially increased sales from segmentation, a firm should consider mass customization.When ordering a pizza online from Pizza Hut, you can adjust the ingredients based on your needs and desires and watch a virtual pizza being built for you. This perception is crucial in an era where most customers’ interaction with customer service involves lengthy hold times before connecting to a contract staff member in an entirely different continent.Here are a few examples of Zappos’ legendary customer service:Upon learning that a customer’s feet were damaged after harsh medical treatment, Zappos sent a bouquet of lilies and roses to her and upgraded her to VIP status.When a tourist wanted a pair of shoes that were out of stock,When UPS messed up and threatened to leave a best man shoeless at the wedding he was attending,What makes Zappos’ customer service truly exceptional is its treatment of Corporations are often guilty of treating their customers as mere commercial actors and forgetting that they too have their own stories to tell.Zappos’ customer service is acutely aware of the difference that a personal touch can make to its reputation, and it has exploited this knowledge to great effect.3. Instead, Zappos management has consistently emphasised that their customer service forms the core of their business.Zappos’ then-senior Brand Marketing Manager even stated that Zappos is aAn excellent example of how customer service forms the core of Zappos’ business is its return policy. However, Zappos,according to then-Director of Customer Loyalty, has built returns into its profit-loss model customers to order multiple pairs of shoes and return those that they do not like.The decision to provide free returns may seem irrational on a conventional cost-benefit analysis.
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