978-0133866339 Chapter 04 Part 2

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44) Attitudes, interests, and opinions are reflected in ________ segments.

A) demographic market

B) geographic market

C) psychographic market

D) product differentiation

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

45) Males who buy items because they reflect “masculinity” may be targeted using which

segmentation approach?

A) Geographic

B) Psychographic

C) Generational

D) Product use

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 4-2

46) The VALS typology is based on which type of segmentation?

A) Demographic

B) Psychographic

C) Generations

D) Geodemographic

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

47) Marketing to individuals who are successful, sophisticated, receptive to new technologies,

enjoy sports, and are liberal in their political views is an example of which type of segmentation?

A) Demographic

B) Psychographic

C) Generations

D) Geodemographic

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 4-2

48) Which method of segmenting markets is based on the idea that people experience significant

external events during their late adolescence and early adulthood that impact their social values,

attitudes, and preferences?

A) Demographic

B) Psychographic

C) Generations

D) Geodemographics

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

49) When Skechers targets California with a special advertising and promotional campaign,

which type of segmentation is being used?

A) Psychographics

B) Demographics

C) Geographic area

D) Geodemographics

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 4-2

50) Targeting northern U.S. states for sales of snow skis is an example of which type of

segmentation?

A) Demographic

B) Geographic

C) Benefit

D) Geodemographic

Question Tag: Application

Objective: 4-2

51) Geodemographics combines demographic information, geographical information and

________ information.

A) psychographic

B) generational

C) global marketing

D) benefit segmentation

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

52) Geodemographic segmentation combines all of the following except:

A) demographics.

B) geographic information.

C) product usage.

D) psychographics.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

53) If a company sends direct mail only to zip codes in communities that match a firm’s best

customer profiles, it is using which type of segmentation?

A) Demographic

B) Psychographic

C) Geographic

D) Geodemographic

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 4-2

54) PRIZM is a company that specializes in which type of segmentation?

A) Product differentiation

B) Geodemographic

C) Geographic

D) Psychographic

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

55) A market segmentation approach that focuses on the benefits of a product rather than on the

type of customers of a product is called ________ segmentation.

A) demographic

B) psychographic

C) benefit

D) usage

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

56) Targeting people who buy vitamins to improve their health is an example of ________

segmentation.

A) demographic

B) geographic

C) benefit

D) geodemographic

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 4-2

57) Targeting people who wish to improve their sex lives using herbs and supplements is an

example of ________ segmentation.

A) demographic

B) geographic

C) benefit

D) geodemographic

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 4-2

58) A firm that has a database containing consumer purchasing histories that uses the information

to create market segments is using ________ segmentation.

A) demographic

B) psychographic

C) benefit

D) usage

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

59) In terms of market segmentation, the usage segmentation approach offers each of the

following advantages except:

A) a meaningful classification scheme based on actual behavior of customers.

B) ability to reduce a large volume of customer data to a few, concise clusters.

C) ability to measure the growth of each cluster and the migration of customers from one cluster

to another.

D) ability to compare a firm’s customers with customers from competing firms.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

60) Target markets exist in two areas: current customers and potential customers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

61) Market segmentation identifies specific groups of consumers or businesses based on needs,

attitudes, and interests.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

62) A market segment is a set of consumers or businesses with distinct characteristics.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

63) Consumers within a market segment tend to be homogeneous, which means they are

different.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

64) A market segment must be financially viable to be useful.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

65) Demographics, or population characteristics, can be used to identify market segments.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

66) Selling a product specifically to women is a form of psychographic market segmentation.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 4-2

67) A recent study revealed that women control 75 percent of the world‘s annual consumer

spending.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

68) Marketing products that are purchased by both genders with different types of appeals are not

usually successful.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 4-2

69) When marketing to men, it is important to remember that many men do not enjoy browsing;

instead, they prefer to look for specific information or products.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 4-2

70) When marketing to children, a company is using generation segmentation.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 4-2

71) Selling to various ethnic groups is a form of demographic market segmentation.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

72) The increase in the number of minorities and their buying power represents both an

opportunity and a threat for companies.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

73) Successful ethnic marketing is more than just using ethnic media outlets. It requires

understanding various ethnic groups and preparing marketing communications that speak to

specific cultures and values.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 4-2

74) The current trend in dealing with ethnic groups is to create separate campaigns for each

ethnic group.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 4-2

75) In ethnic marketing it is important to present one overall message theme, but it should then

be tailored to fit the needs and values of each ethnic group.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 4-2

76) Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and

can be used for demographic market segmentation.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 4-2

77) Psychographic information is often combined with usage and benefit information to provide

marketers with a more complete understanding of a target market.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 4-2

78) Geographic segmentation is especially useful for retailers that want to limit marketing

communications expenditures to specific areas.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

79) Geodemographic segmentation combines geographic information with product usage and

psychographic information.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

80) Benefit segmentation is a combination of demographic and psychographic information.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

81) Benefit segmentation is more valuable when it can be combined with demographic and

psychographic information.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

82) What are the characteristics of a viable market segment?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

83) What are the major consumer market segments?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-2

84) All of the following are methods of segmenting business-to-business markets except:

A) psychographics.

B) NAICS/SIC code.

C) geographic location.

D) size of business.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-3

85) All of the following are methods of segmenting business-to-business markets except:

A) product usage.

B) psychographics.

C) geographic location.

D) customer value.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-3

86) The most common method of segmenting business markets by industry is to use:

A) the NAICS code system.

B) geographic location.

C) business characteristics.

D) customer value measures.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-3

87) The NAICS/SIC code program is used in which type of business-to-business segmentation?

A) Industry

B) Company size

C) Geographic

D) Benefit

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 4-3

88) If Microsoft’s marketing team wanted to feature a different communications approach when

designing mailings for various business industries, they could use:

A) the NAICS code.

B) demographics.

C) a competitive analysis.

D) an opportunity analysis.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 4-3