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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
11
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
12
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
13
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
14
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
15
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
16
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
17
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
18
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
19
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
20
