20 A B C D E Mass or Undifferentiated, differentiated, concentrated, micromarketing one-to-one are examples of Target marketing Differentiation Segmentation strategies Internet marketing Clustering E 21. A B D E A set of buyers who share common needs or characteristics that the company decides to service is known as Accessible market Buyers Customers Niche market Target market 22. A B C D E Example(s) of characteristic of socially responsible targeting include(s)... Advertisements specifically directed at children Spillover from adult to children markets Fraudulent financial interactions over the internet Services or products which claim benefits of questionable value All of the above + Differentiation can be based on.... Products Services Channels People All of the above 23. A B D E 24. A B C D E summarizes the way in which the product or service is defined by a company's customer. It is the location in which a company's brand resides in a customer's mind, relative to other brands. Positioning Niche Differentiation Favouring Image differentiation 25. Once a firm has identified its potential target markets, the next step is for it to organized customers into groups on basis of where they live. True False A B 26. A B D E "You're worth more than you think" is the tagline used by Scotiabank in its advertisements. This is an example of... Smart marketing Psychographic segmentation Self-values Loyalty segmentation B and C 27 A B D E are skills and competencies required of Customer Service Representatives of Financial Service providers. Sense of fairness Interpersonal skills Caring Empathetic All of the above 28. A B D To enhance customer service, Customer Service Representatives should engage their customers by .... Initiating conversation Smiling Saying "please" and "thank you", just like our parents taught us B and C All of the above 29. A B C D E They should also... Establish and maintain eye contact Use the customer's name throughout the conversation Aggressively sell bank's services all the time, to gain commission and bonuses A and B All of the above 30. A B C A Bank segments its retail banking customers to... Leverage use of marketing resources Understand their needs better Build brand loyalty PAGE 6 OF 10 MARK 2028 - MARKETING FINANCIAL SERVICES MD TERM EXAM WINTER 2021 D E All of the above None of the above