| 1. | Why do most marketers choose segment marketing over one-to-one marketing? -
One-to-one marketing does not work. -
Segments are easy to create. -
They don’t know how to do one-to-one marketing. -
Segments cost less but produce similar results. -
One-to-one marketing produces a much higher lift in sales. | |
| 2. | Which of the following are not considered demographic data? -
Age -
Preferences -
Ethnicity -
Income -
Value of home | |
| 3. | What technique does iDine use that most marketers are not using today? -
Creating customer segments -
Credit card matching -
Air miles as a reward -
Cash as a reward -
Transactions viewed on the Web | |
| 4. | Which is not listed as a feature of the Australian National Leads program? -
Web customer response -
Customer segmentation -
Nightly trawling of the data warehouse -
Prediction of customer propensity to purchase -
Offers based on transactions | |
| 5. | What is the best strategy for Quadrant 3 – the low lows? -
Retention -
Expansion -
Ignoring them -
Repricing their services -
Rewards for good behavior | |
| 6. | Which was not a result of the Kmart mothers-to-be program? -
Hispanic baby product sales were up 25 percent. -
Cross shopping was reduced by 35 percent. -
Twenty-one percent of top-decile shoppers increased their spending by 40 percent. -
Targeted customers outperformed the control by 4 to 1. -
None of the above; all were results of the promotion. | |
| 7. | Compute the lift in sales in the following table. | | Number promoted | Sales rate | Lift in | Lift sales | | Teens | 100,000 | 8.80% | | | | Control | 20,000 | 7.00% | | | | 20s and 30s | 100,000 | 6.60% | | | | Control | 20,000 | 5.80% | | | | 40s and 50s | 90,000 | 7.20% | | | | Control | 20,000 | 6.00% | | | | Seniors | 60,000 | 5.10% | | | | Control | 20,000 | 4.30% | | | | Total | 430,000 | | | | | |
| 8. | Which of the following is the best number of segments to create for segment marketing? -
100 -
80 -
50 -
12 -
6 | |
| 9. | What is the best way to design segments? -
Something that you can relate to and design programs for -
RFM groupings -
LTV segments -
SIC segments -
None of the above | |
| 10. | When should segments be revised? -
Monthly -
Quarterly -
Never; keep them consistent -
After each promotion -
Once a year | |
| 1. | (d) Segments cost less but produce similar results. |
| 2. | (b) Preferences |
| 3. | (b) Credit card matching |
| 4. | (a) Web customer response |
| 5. | (c) Ignoring them |
| 6. | (b) Cross shopping was reduced by 35 percent (it increased by 35 percent). |
| 7. | | | Number promoted | Sales rate | Lift | Lift in sales | | Teens | 100,000 | 8.80% | 1.80% | 1,800 | | Control | 20,000 | 7.00% | | | | 20s and 30s | 100,000 | 6.60% | 0.80% | 800 | | Control | 20,000 | 5.80% | | | | 40s and 50s | 90,000 | 7.20% | 1.20% | 1,080 | | Control | 20,000 | 6.00% | | | | Seniors | 60,000 | 5.10% | 0.80% | 480 | | Control | 20,000 | 4.30% | | | | Total | 430,000 | | | 4,160 | |
| 8. | (e) 6 |
| 9. | (a) Something that you can relate to and design programs for |
| 10. | (d) After each promotion. |