Identifying Customers

Question 1

___ is the process of dividing broad marketing into groups based on certain predefined characteristics that often relate to consumer behavior.

Answer 1

Segmentation

Question 2

____ firms rely on relationships to build their business and social media can facilitate these relationships.

Answer 2

Business-to-Business

Question 3

B2B segmentation with clients

Answer 3

• Individual or company behavior
• Size and composition of the decision-making team
• Potential for profitability
• Firm lifetime customer value
• Desired benefits of the product/service
• Use or application of the product/service
• Final customers in the marketing channel
• Price/quality demands
• Competitors in the market

Question 4

In _____, marketers must consider a broad range of possible consumer groups in order to hone in on the people who are most receptive to the brand and who will deliver company profits.

Answer 4

Business-to-Consumers markets

Question 5

Consumers in the most successful target markets have the following characteristics:

Answer 5

• Ability and willingness to purchase
• Receptiveness to marketing messages and products
• Potential to deliver profitability (with revenues over expenses)

Question 6

Factors influencing B2C segmentation in Social Media or Mobile Technology

Answer 6

• Preferences for particular social networks
• Online activities such as content developing, spectating, or criticizing
• Media viewing and response habits
• Social Media influence and interactions
• Use of particular devices
• Level of online risk tolerance/aversion
• Likelihood of engaging and sharing
• Shopping and buying habits

Question 7

Facebook recognizes that marketers may have different goals and encourage marketers to select from the following campaign objectives:

Answer 7

• Increasing page likes
• Generating website clicks and conversions
• Installing and engaging with applications
• Responding to events
• Claiming offers
• Gaining video views

Question 8

___ consumers who are highly engaged with their brands communicate with their connections through social media and mobile properties and may affect others’ attitudes and behaviors.

Answer 8

Influencers

Question 9

___ are highly involved with a product/service and enjoy sharing information on the category with friends and family.

Answer 9

Opinion Leaders

Question 10

___ are professionals who may share product category information online.

Answer 10

Endorsers

Question 11

___ are those with professional knowledge regarding products/services.

Answer 11

Experts

Question 12

Research has found that _____ is strongest when the persuaded is credible and knowledgable and does not intend to persuade.

Answer 12

Influence

Question 13

___ measure the likeability of celebrities, icons, and people’s emotional connections to them.

Answer 13

Q Scores

Question 14

____refers to dividing the market of consumers into groups based on how much of the product/service they buy or consume.

Answer 14

Usage Rate Segmentation

Question 15

___ is the practice of mining information on consumer behavior and analyzing the data to provide insights, which can help marketers determine optimal targets for a brand with incredible precision.

Answer 15

Data Analytics

Question 16

The five methods of digital targeting:

Answer 16

1. Behavioral
2. Contextual
3. Geographic
4. Day Part
5. Affinity

Question 17

____ marketers determine the consumer’s online actions, and when the person visits a website online or on a mobile device, an ad server delivers an advertisement that is targeted to that individual’s behavior, regardless of the type of website the person is viewing.

Answer 17

Behavioral Targeting

Question 18

____ occurs when marketers reach consumers with ads on websites, mobile sites, or social media because the site is directly related to the product/service category.

Answer 18

Contextual Targeting

Question 19

Serving ads in specific locations can ___…

Answer 19

… reduce media costs for marketers who only seek consumers in a specific area.

Question 20

____ assumes that consumers act a certain way at a particular time of the day.

Answer 20

Day Part Targeting

Question 21

______ is when they want to reach fans of particulate television shows, movies, celebrities, or sports teams.

Answer 21

Affinity Targeting

Question 22

_____ assumes that individuals who visit the same user-generated social media content have a relationship and may buy similar types of products and services.

Answer 22

Affinity Targeting

Question 23

____ refers to a marketer’s attempt to create an image for a brand in the minds of customers relative to the competition.

Answer 23

Positioning

Question 24

____ is a meaning that when the segmentation process is underway, the people doing the segmentation refrain from considering the possible target markets.

Answer 24

“Target-Blind”

Question 25

____ is a much better predictor of the likelihood of purchase than a person’s gender or age.

Answer 25

A persons search behavior