1. What describes a key customer or target customer behavior that a company’s strategy is seeking to change?
A) Current do
B) Business do
C) Current and desire belief
D) Desired do
2. Why do marketers seek to identify segmentation variables?
A) To continue to improve their understanding of and relationship with their customer base
B) To continue to improve the accuracy of their predictions regarding responses to their marketing efforts
C) To achieve marketing goals
D) All of the above
3. What type of strategy is having a target audience that is already in the category but using another brand, product, or service type within it?
A) Acquisition/steal share strategy
B) Retention/steak share strategy
C) Retention/stimulate demand strategy
D) Acquisition/stimulate demand strategy