46) More and more women have been posting photos of themselves on social media wearing
little to no make-up to emphasize the concept of real and natural beauty. Beauty brands such as
Glossier have responded to this trend by producing and marketing a product line that celebrates
the natural beauty of women. What type of segmentation method is being used to segment this
market?
A) psychographics
B) demographics
C) geographics
D) geodemographics
E) behavior
47) Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers
are also heavily motivated by self-fulfillment, which creates the possibility of ________
segmentation.
A) geographic
B) self-concept
C) psychographic
D) benefit
E) behavioral
48) Beverage companies often use television commercials with images of young people laughing
and enjoying themselves on a beach or in a club. These images are designed to appeal to
consumers’ ________, suggesting “be like me.”
A) geographic choices
B) self-concepts
C) loyalty references
D) benefit perceptions
E) demographics
49) If values provide an end goal, and self-concept is the way one sees oneself in the context of
that goal, lifestyles are
A) visual images of how we should live our lives.
B) our underlying motivations.
C) how we live our lives to achieve our goals.
D) motivations turned into perceptual maps.
E) determined by demographics.
50) VALS is the most widely used ________ segmentation tool.
A) geographic
B) behavioral
C) psychographic
D) benefits
E) geodemographic
51) Marketers have found that ________ segmentation is often more useful for predicting
consumer behavior than ________ segmentation.
A) demographic; psychographic
B) geographic; geodemographic
C) psychographic; demographic
D) demographic; behavioral
E) demographic; benefit
52) Although marketers have found that psychographics are often more useful for predicting
consumer behavior than demographics, psychographic segmentation
A) is available only in limited geographic areas.
B) is rarely used and unproven.
C) offers only one-to-one marketing potential.
D) is a more expensive method for identifying potential customers.
E) is still an unproven area.
53) ________ segmentation is the segmentation method most directly related to the satisfaction
of consumer needs and wants.
A) Geographic
B) Demographic
C) Psychographic
D) Benefit
E) Geodemographic
54) A university that uses benefit segmentation to target students who want to get a degree while
still working full–time would most likely focus on
A) providing classes at convenient times and offering online courses.
B) discount pricing for students taking more than twelve credit hours.
C) the higher average salaries earned by college graduates.
D) the great variety of classes offered.
E) the number of adjunct faculty.
55) The light beer commercial with the slogan “less filling, tastes great” was based on ________
segmentation.
A) geographic
B) geodemographic
C) psychographic
D) benefit
E) loyalty
56) Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter
teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers are
using ________ segmentation.
A) benefit
B) geodemographic
C) psychographic
D) loyalty
E) demographic
57) Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65.
Golden Years is using ________ segmentation.
A) benefit
B) self-actualization
C) psychographic
D) loyalty
E) geodemographic
58) The phrase “birds of a feather flock together” captures the idea of ________ segmentation.
A) geodemographic
B) benefit
C) psychographic
D) loyalty
E) geographic
59) The Tapestry™ Segmentation system divides and sorts small neighborhoods into categories
using 60 or more characteristics such as income, home value, occupation, and education, as well
as activity interests, such as sports, dancing, the arts, and so forth. This market research tool is an
example of ________ segmentation.
A) geodemographic
B) benefit
C) psychographic
D) loyalty
E) geographic
60) Gloria is opening an upscale women’s clothing store in a growing suburban residential area.
Gloria knows her target market is upper–income women living within 20 miles of her store. She
can’t afford to purchase Tapestry analysis, so she will most likely use ________ as a basis for
targeting her market.
A) voter registration lists
B) the city phone book
C) real estate values by subdivision
D) public school enrollment data
E) new construction data
61) Geodemographic segmentation can be particularly useful for ________, because customers
typically patronize stores close to their neighborhood.
A) Internet marketers
B) wholesalers
C) retailers
D) consumer goods manufacturers
E) cable TV networks
62) Retail store chains often use ________ data to tailor each store’s assortment to the
preferences of the local community.
A) geodemographic
B) benefit
C) psychographic
D) loyalty
E) geographic
63) Marketers often create a special marketing mix for loyalty segments because these segments
are
A) too large to service with ordinary targeting.
B) difficult to identify.
C) costly to acquire.
D) generally profitable.
E) constantly changing.
64) When Ron complained to his bank’s branch manager about the unprofessional behavior of
one teller, the branch manager added a code into his accounts alerting all tellers that Ron was a
valued, long-time customer and to provide whatever service he requests. The branch manager is
using ________ segmentation to retain Ron as a customer.
A) benefit
B) geodemographic
C) psychographic
D) loyalty
E) geographic
65) When airlines created frequent-flyer programs, they were among the first retailers to embrace
A) geographic segmentation.
B) education segmentation.
C) lifestyle segmentation.
D) convenience segmentation.
E) loyalty segmentation.
66) One of the reasons marketers use loyalty segmentation is
A) the high cost of finding new customers.
B) government tax incentives.
C) accounting difficulties associated with identifying new customers.
D) rapid population increases.
E) the failure of micromarketing as a workable strategy.
67) While demographic and geographic segmentation of retail customers are relatively easy,
these characteristics do not help marketers determine
A) how old their customers are.
B) what their customers need.
C) where their customers live.
D) which customers have young children.
E) what income brackets their customers are in.
68) Kim’s Kayak Tours initially identified active retirees living in the retirement community
nearby as one of its target markets. Kim then tailored her service and marketing message to the
interests and schedules of that audience. Kim initially used ________ segmentation and then
used ________ segmentation.
A) micromarketing; loyalty
B) lifestyle; macromarketing
C) geodemographic; lifestyle
D) geographic; loyalty
E) behavioral; geodemographic
69) Marketers often employ a combination of segmentation methods, using ________ to identify
and target their customers, and ________ to design products and messages to appeal to them.
A) loyalty segmentation; demographics
B) undifferentiated targeting; differentiated targeting
C) loyalty segmentation; geodemographics
D) demographics and geography; lifestyle or benefit segmentation
E) lifestyle segmentation; geographic segmentation
70) Karen has identified four potential market segments for her Rent-A-Chef home meal catering
service. The next step is to
A) categorize each market segment by consumer demographics.
B) establish her overall objectives.
C) decide on a targeting strategy.
D) develop a positioning strategy.
E) evaluate the attractiveness of each segment.
71) Karen has identified four potential market segments for her Rent-A-Chef home meal catering
service. She will now evaluate the attractiveness of each segment by considering whether those
segments are all of the following except
A) substantial.
B) responsive.
C) profitable.
D) reachable.
E) realistic.
72) Carlos has identified four potential market segments for his Rent-A-Nurse service. He will
now compare the segments to see if they are distinct from each other. Carlos is evaluating
whether or not each segment is
A) identifiable.
B) responsive.
C) profitable.
D) reachable.
E) substantial.
73) Greta is concerned that one of the potential market segments she has identified for her dog
grooming service is too small and has too little income to have sufficient buying power. Greta is
concerned with whether the segment is
A) substantial.
B) responsive.
C) profitable.
D) reachable.
E) identifiable.
74) Ryan wants to sell personal website services to American soldiers in Afghanistan. Because
of the difficulty of communicating with people in a war zone, Ryan may have trouble with this
segment not being
A) substantial.
B) perceptive.
C) identifiable.
D) reachable.
E) quantifiable.
75) With access to the Internet nearly universal in the United States, many potential market
segments have become more
A) substantial.
B) perceptive.
C) identifiable.
D) reachable.
E) quantifiable.
76) Talbots, an upscale women’s clothing store, targets college-educated women between 35 and
55 years old with average household income of $75,000 or more. This is a form of ________
segmentation.
A) benefit
B) geodemographic
C) psychographic
D) demographic
E) geographic
77) When Talbots, an upscale women’s clothing store, tries to portray an image of “traditional,
conservative, and with good taste,” it is appealing to its target market’s
A) lifestyle.
B) geodemographics.
C) demographics.
D) loyalty.
E) Tapestry segment.
78) College students can be a less ________ market segment because students‘ media habits are
quite diverse and firms might have to use a wide variety of media to attract this segment.
A) substantial
B) perceptive
C) identifiable
D) reachable
E) quantifiable
79) For a segmentation strategy to be successful, the customers in the segment must react
similarly and positively to the firm’s marketing mix. In other words, the market segment must be
A) substantial.
B) perceptive.
C) identifiable.
D) reachable.
E) responsive.
80) When Starbucks first opened, many critics suggested, “No one will pay $4 for a cup of
coffee.” Starbucks’s critics suggested consumers would not be ________ to the company’s
offerings.
A) responsive
B) perceptive
C) identifiable
D) reachable
E) quantifiable
81) The manager of Plantation River Country Club wanted members of the very upscale club to
use the bar and dining facilities more frequently. He offered a two-for-one “happy hour” special
but few members showed up. The manager did not have a grasp of what would make his target
market
A) substantial.
B) responsive.
C) identifiable.
D) reachable.
E) quantifiable.
82) Caroline is assessing market growth, market competitiveness, and market access for each
segment she has identified. Caroline is assessing the ________ of each potential market segment.
A) substance
B) responsiveness
C) identification
D) reach
E) profitability
83) After assessing the market growth potential in Mexico for his company’s baby products,
Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider
A) mass marketing of distribution potential and logistical support.
B) the current size of the market and the expected growth rate.
C) ease of pricing control and number of promotional outlets.
D) the number of competitors, entry barriers, and product substitutes.
E) profitability and customer buying behavior.
84) After assessing the market growth potential and market competitiveness in Mexico for his
company’s baby products, Harmon wanted to evaluate market access. To do this, Harmon would
consider
A) ease of accessing or developing distribution channels and brand familiarity.
B) the current size of the market and the expected growth rate.
C) ease of pricing control and number of promotional outlets.
D) the number of competitors, entry barriers, and product substitutes.
E) profitability and customer buying behavior.
85) All of the following would be used in calculating the profitability of a segment except
A) segment perceptions.
B) segment size.
C) segment adoption percentage.
D) profit margin percentage.
E) fixed costs.