In theory, why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?
What will be an ideal response?
Micromarketing (or one-to-one marketing) is tailoring a firm's products or services to suit an individual-or a segment of one person. Micromarketing then creates value on an individual basis, adjusting the product or service to meet the particular needs of each customer. The weakness is it can be very expensive.
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All of the following describe a revenue except:
a. A revenue can result in the inflow of assets. b. A revenue can result in the settlement of liabilities from the delivery or distribution of goods. c. A revenue can result in the settlement of liabilities from rendering services. d. A revenue must involve an inflow of assets.
Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers. Which of the following statements is not true about "show and tell" focus groups?
A) Respondents' attitudes are uncovered by analyzing their responses to scenarios that are deliberately unstructured, vague, and ambiguous. B) They provide the needed insight into the core values boomers hold close to their hearts. C) Participants bring in three or four items that represent their ideal environment. D) Group discussion is centered on the items brought in for "show and tell."
The purchase of equipment using cash is an investing activity
Indicate whether the statement is true or false
The total financial benefit that results from owning a brand is quantified through the process of brand ________
A) differentiation B) valuation C) extension D) positioning E) equity