CPM Marketing Strategy 3

Question 1

A company uses demographic, psychographic, and behavioral data to divide its market into distinct groups. This process is called:

Accepted Answer

Market segmentation

Answer

Market segmentation is the process of dividing a market into distinct subsets of consumers with common needs or behaviors.

Question 2

Which of the following BEST describes a 'value proposition'?

Accepted Answer

The unique bundle of benefits that differentiates a brand from competitors

Answer

A value proposition communicates the distinctive benefits a brand delivers that competitors do not.

Question 3

In a push marketing strategy, the primary communication target is:

Accepted Answer

Channel intermediaries such as wholesalers and retailers

Answer

Push strategies direct promotional efforts toward channel members to get them to stock and sell the product.

Question 4

A company that sells insurance services recognizes that its 'product' cannot be stored or inventoried. Which service characteristic does this reflect?

Accepted Answer

Perishability

Answer

Perishability means services cannot be stored, saved, returned, or resold after the moment of production.

Question 5

Which environmental scanning framework analyzes Political, Economic, Social, Technological, Environmental, and Legal forces?

Accepted Answer

PESTEL

Answer

PESTEL is a macro-environment framework examining six categories of external forces affecting a business.

(CPM) Certified Professional Marketer Practice Test

(CPM) Certified Professional Marketer Practice Test

CPM Marketing Strategy 3