46) The ________ race and ethnicity market segment is about 12 percent of the U.S. population
and is not growing rapidly.
A) African-American
B) Hispanic
C) Asian-American
D) Caucasian
E) Indian-American
47) At one time, specialized companies catered to markets segmented by race. Today ________.
A) the segments are indistinguishable
B) the segments have declined in size
C) the segments have become targets of mainstream businesses that offer specialized products
D) the segments consist of such people who tend to buy the same type of products
E) the segments lack differentiation
48) The razor is an example of a product that appeals to both men and women, but companies
figured out that ________.
A) the same product class cannot be used to attack different gender markets
B) grooming equipment may be needed by men but certainly not by women
C) there are different needs and wants for the same product category among different genders
D) markets should not be segmented based on gender
E) all products are clearly marketed for the primary consumption of both men and women
49) At about 17 percent of the U.S. population, ________ remain the largest minority group.
A) Hispanics/Latinos
B) Asians
C) Indians
D) Native Americans
E) African Americans
50) Which of the following statements is TRUE of income segmentation?
A) It is usually analyzed in incremental ranges.
B) It is based on a very quantifiable geographic variable.
C) Marketers seldom use income as a segmenting approach.
D) It is time consuming to study consumers’ buying habits based on their income.
E) There is a direct correlation between income and price preferences.
51) ________ segmentation recognizes that there may be a number of consistent needs and wants
demonstrated by consumers based on what type of job they have.
A) Occupational
B) Social
C) Age
D) Gender
E) Educational
52) Offering credit cards to high school seniors is an example of ________ segmentation.
A) income
B) occupational
C) educational
D) lifestyle
E) gender
53) Everything else being equal, ________ segmentation might lead a firm to offer its products
based on some anticipated future payoff from the consumer.
A) income
B) occupational
C) educational
D) lifestyle
E) gender
54) Social class has declined as a method of segmentation as a result of ________.
A) higher education rates in the United States
B) readily available credit flattening the classes
C) the increase in minority consumers
D) stores appealing to everyone
E) wealthy individuals spending lavishly on luxury products
55) A marketing manager using the database called PRIZM is interested in ________
segmentation.
A) geographic
B) psychographic
C) geodemographic
D) occupational
E) educational
56) A marketing manager using VALS is interested in ________ segmentation.
A) geographic
B) psychographic
C) geodemographic
D) occupational
E) educational
57) An approach to segmenting consumer markets is ________ segmentation, which relies on
consumer variables such as personality and AIOs (activities, interests, and opinions) to segment
a market.
A) occupational
B) psychographic
C) geographic
D) educational
E) gender
58) ________ segmentation is sometimes referred to as segmentation by lifestyle or values.
A) Occupational
B) Psychographic
C) Geographic
D) Educational
E) G ender
59) ________ segmentation divides customers into groups according to similarities in benefits
sought or product usage patterns.
A) Behavioral
B) Income
C) Geographic
D) Gender
E) Educational
60) Advertisements with messages like “Orange juice—It’s not just for breakfast anymore!” or
“Soup can be a delicious way to start a cold winter’s day” are using ________ segmentation.
A) benefits sought
B) lifestyle
C) psychographic
D) usage patterns
E) geographic
61) ________ segmentation focuses on why people buy what they buy.
A) Benefits sought
B) Usage rate
C) Demographic
D) Social class
E) Occasion
62) In analyzing the attractiveness of market segments, which of the following is NOT one of the
most important variables?
A) segment size
B) growth potential
C) strategic fit with the firm’s goals
D) location of the segment
E) competitive forces related to the segment
63) Primary target markets differ from secondary and tertiary target markets by the ________.
A) expected level of ROI derived from the market
B) difficulty of attacking the market
C) consumers’ ability to buy multiple units
D) advertising effort needed for the market
E) average age of the consumers
64) Companies sometimes pick a one-market strategy. This marketing approach is called
________.
A) mass approach
B) undifferentiated target marketing
C) differentiated strategy
D) low-cost approach
E) efficiency marketing
65) Differentiated target marketing means that a company is ________.
A) offering different prices for different markets
B) developing different products for the same market
C) developing different value offerings for different targeted markets
D) using the push and pull strategy to differentiate markets
E) using a one-market strategy for different markets
66) Concentrated target marketing is often used by ________.
A) large companies to dominate a market
B) start-up firms to enter a market as a focus player
C) multinational companies to enter a new market
D) software consulting firms that use Internet marketing
E) large e-commerce businesses to attract new customers
67) Firms that develop such close relationships with customers that they seem to deliver
customized goods and services are engaged in ________ marketing.
A) concentrated target marketing
B) one-to-one marketing
C) differentiated marketing
D) undifferentiated marketing
E) shotgun marketing