________ segmentation tends to be the most widely used basis for segmenting consumer markets because the information is widely available and relatively easy to measure.
a. Psychographic
b. Benefit
c. Behavioral
d. Demographic
e. Geographic
Question 2Which of the following does NOT represent the purpose of Big Data or what it is all about?
a. Understanding current business practices better.
b. Generating more data inputs.
c. Seeking new opportunities to enhance future performance.
d. Establishing the processes to yield insightful outcomes.
e. All of the above are consistent with the value of Big Data.
Question 3For many years, Volkswagen has maintained fairly consistent styling for its vehicles, especially its vans. This led to the campaign slogan Still ugly after all these years, which attempts to increase the importance of a tradition in a humorous way. This is best thought of as an example of an attitude-change strategy to
a. make attitudes toward the object more important than subjective norms.
b. change beliefs.
c. add a new belief.
d. change evaluations.
e. target normative beliefs.
Question 4The ________ approach is the most widely used approach to market segmentation in medium- to large-sized firms, especially packaged goods firms.
a. mass marketing
b. concentrated marketing
c. permission marketing
d. mass customization
e. multisegment
Question 5A major restaurant chain wishes to understand consumer sentiment about its brand, so it analyzes social media
comments, receipt survey data, call center conversation summaries from its CRM system and even reviews from
websites like Urban Spoon. This illustrates which dimension of Big Data?
a. Volume
b. Vastness
c. Velocity
d. Variety
e. Value
Question 6In order to lure tourists, an industrial suburb has started to show pictures of its beautiful parks, lakefronts, and a newly rebuilt commercial district. This is an example of changing beliefs by
a. lessening negative beliefs.
b. lessening the affect for the object.
c. strengthening positive beliefs.
d. increasing the total number of beliefs about the object.
e. making the subjective norms more positive.
Question 7With respect to buyer behavior in business markets, ________ buy raw materials and facilitating goods and services to be used in the production of finished goods.
a. reseller markets
b. government markets
c. commercial markets
d. institutional markets
e. nonprofit markets
Question 8The auto insurance company that uses an App to monitor your driving behavior, collecting thousands of data points in
the process, as part of providing you a policy quote illustrates which dimension of Big Data?
a. Volume
b. Vastness
c. Velocity
d. Variety
e. Value
Question 9The TORA model suggests four strategies for changing attitudes and behavioral intentions, which include all of the following except
a. changing beliefs.
b. changing support arguments.
c. changing evaluations.
d. adding a new belief.
e. targeting normative beliefs.
Question 10With respect to the consumer buying process, ________ occurs only when the customer's ability and willingness to pay for specific products backs up the wants for those products.
a. a need
b. a want
c. satisfaction
d. demand
e. information search
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