84) Catherine’s is a chain of retail stores having merchandise assortments for women over size 14.
Women who meet this criterion form a
A) consideration set.
B) retail market segment.
C) demographic set.
D) reference group.
E) subculture.
85) Hot Topic is a specialty retailer with an assortment that interests young teens. Merchandise
ranges from T-shirts to music to jewelry to makeup, all geared to the interests of young teenagers.
Therefore, Hot Topic is catering to a particular
A) consideration set.
B) demographic set.
C) reference group.
D) psychosocial segment.
E) retail market segment.
86) The Tackle Box is a store that sells anything you may need to catch fish, including local
information about what is running, where it’s running, and what bait works best. The fishing
enthusiasts who rely on the Tackle Box for reliable equipment and information constitute the
retailer’s
A) consideration set.
B) demographic set.
C) media set.
D) retail market segment.
E) psychosocial segment.
87) ________ means that the retailer should know what to do to satisfy needs for the consumers in
the segment.
A) Actionable
B) Identifiable
C) Substantial
D) Reachable
E) Profitable
88) ________ means that the retailer is able to determine which customers are in the market
segment.
A) Actionable
B) Identifiable
C) Reachable
D) Substantial
E) Sustainable
89) Which of the following is not a criterion used to evaluate whether a retail segment is a viable
target market?
A) Accessibility
B) Actionability
C) Family lifecycle
D) Size
E) Reachability
90) A clothing retailer realizes that its customers desire the latest clothing designs and accordingly
maintains selection. Which criteria for evaluating retail segments is seen in this example?
A) Accessible
B) Identifiable
C) Flexible
D) Actionable
E) Market size
91) Resorts that specialize in massage and aromatherapy look to target health-conscious people.
Hence, they place advertisements in health and fitness magazines. Which criterion for evaluating a
market segment is seen in the example?
A) Reachable
B) Actionable
C) Identifiable
D) Substantial
E) Profitable
92) A retailer in Lincoln, Nebraska, who wants to open a store that will sell surfboards and surfing
accessories finds that the local market is very small. He would be able to serve a national market
better by means of Internet marketing. Which factor for evaluating a market segment is seen in the
given scenario?
A) Competition
B) Substantiality
C) Reachability
D) Actionability
E) Identifiability
93) Which of the following segmentation methods would be most appropriate for a retailer selling
beach apparel?
A) Geographic segmentation
B) Buying situation segmentation
C) Demographic segmentation
D) Benefit segmentation
E) Personality segmentation
94) Beall’s is a chain of department stores that operates all over Florida. After serving Florida for
100 years, Beall’s has learned that different merchandise is needed in order to satisfy the different
needs of the customers who live in different regions of the state. Which form of retail market
segmentation does Beall’s use?
A) Consideration set
B) Mass-market theory
C) Geodemographic segmentation
D) Buying situation segmentation
E) Multiattribute attitude model
95) ________ is the segmentation scheme which is based on the principle that “birds of a feather
flock together.”
A) Benefit segmentation
B) Buying situation segmentation
C) Composite segmentation
D) Geodemographic segmentation
E) Psychographic segmentation
96) Mainland Automobiles Inc. classifies its market on the basis of income into low, middle, and
high income groups. Which market segmentation scheme has the company used?
A) Benefit segmentation
B) Buying situation segmentation
C) Demographic segmentation
D) Composite segmentation
E) Psychographic segmentation
97) Gibson’s is a clothing retailer. It divides its market based on the age group of the customers and
accordingly designs its merchandise. Which of the following approaches of market segmentation
has Gibson’s used?
A) Lifestyle segmentation
B) Benefit segmentation
C) Geographic segmentation
D) Psychographic segmentation
E) Demographic segmentation
98) Ashley’s is a clothing retailer. It recently launched a new range of cotton and linen clothing
aimed at women in Middle Eastern countries. Light fabrics are preferred in these countries due to
the hot climate. The segmentation approach used by Ashley’s is
A) lifestyle segmentation.
B) geographic segmentation.
C) demographic segmentation.
D) psychographic segmentation.
E) geodemographic segmentation.
99) A cruise ship service specializing in entertaining young adults would most likely be using
________ as the segmentation method to attract business.
A) a multiattribute model
B) geographic segmentation
C) benefit segmentation
D) psychographic segmentation
E) demographic segmentation
100) The retail market segments for licensed World Wrestling Entertainment shirts, jackets, and
hats are 6- to 17-year old boys, 18- to 24-year old women, and 18- to 44-year old men. This
segmentation scheme based on age groups is called
A) lifestyle segmentation.
B) geographic segmentation.
C) cultural segmentation.
D) psychographic segmentation.
E) demographic segmentation.
101) Which of the following segmentation methods would be most appropriate for a retailer
selling laptops mainly targeting college students?
A) Geographic segmentation
B) Buying situation segmentation
C) Demographic segmentation
D) Benefit segmentation
E) Personality segmentation
102) Which of the following segmentation methods would be most appropriate for a retailer
selling children’s apparel?
A) Geographic segmentation
B) Buying situation segmentation
C) Demographic segmentation
D) Benefit segmentation
E) Personality segmentation
103) Harley-Davidson stores sell merchandise that attracts people who love motorcycles and the
idea of an open road and freedom. Some are bikers and others are those who do not have a
Harley-Davidson motorcycle but buy the HD logo apparel and accessories. Therefore,
Harley-Davidson is using ________ as the scheme for market segmentation.
A) composite segmentation
B) geographic segmentation
C) demographic segmentation
D) benefit segmentation
E) lifestyle segmentation
104) Gambler’s Den, a casino, has identified 2,000 people it categorizes as high rollers. Since the
casino people contend that there are no unifying demographics that can be used to identify a high
roller, what sort of segmentation must they be using?
A) Social class and income
B) Occupation, perceived risk, and social class
C) Lifestyle
D) Occupation, education, and lifestyle
E) Occupation, education, and geographic
105) ________ refers to the way people live, how they spend their time and money, and what
activities they pursue.
A) Marketing mix
B) Demographics
C) Lifestyle
D) Target marketing
E) Market segmentation
106) The Main Game, a retail store, appeals to people who enjoy role-playing games. The store
carries games, books, and has a play area where fans can meet and play against one another. The
store mainly targets people who enjoy adventure and games. Therefore, the store is using
________ as the scheme for classifying its target market.
A) geodemographic segmentation
B) demographic segmentation
C) lifestyle segmentation
D) geographic segmentation
E) benefit segmentation
107) “Do It Again Sports” has everything a weekend warrior needs to get back into shape at
reduced prices. They feature an array of treadmills, weights, sporting gear, and helpful staff. Thus,
Do It Again Sports utilizes ________ as the scheme to segment the market.
A) lifestyle segmentation
B) demographic segmentation
C) buying situation segmentation
D) geographic segmentation
E) geodemographic segmentation
108) Which of the following segmentation methods would be most appropriate for a retailer
selling fishing tackle and bait?
A) Personality segmentation
B) Buying situation segmentation
C) Demographic segmentation
D) Benefit segmentation
E) Lifestyle segmentation
109) The Mattress Firm sells mattresses, pillows, sound machines, and other items that enhance
sleep. The store is popular because many people do not enjoy a full night’s sleep, and the Mattress
Firm offers products that promise comfortable sleep. Therefore, the Mattress Firm is using
________ as the scheme for defining its target segment.
A) benefit segmentation
B) demographic segmentation
C) geographic segmentation
D) lifestyle segmentation
E) geodemographic segmentation
110) Brian’s is a department store. It observes that most of its customers prefer weekly shopping
and accordingly maintains its merchandise stock. Therefore, the store’s segmentation is based on
A) buying situation.
B) demographics.
C) income.
D) personality.
E) social class.
111) Stacy’s is a popular convenience store. It notices that most of its customers visit the store
during the week to shop for products such as milk and fruit. Therefore, it maintains sufficient stock
of these products. Which of the following segmentation methods is the store using?
A) Geographic segmentation
B) Buying situation segmentation
C) Demographic segmentation
D) Psychographic segmentation
E) Personality segmentation
112) All ‘Essentials’ stores stock Comfort, a private-label brand. Comfort provides relaxed,
fashionable, and ready-to-wear clothing that is more economical than similar clothing in other
department stores. Essentials is looking at a market in which consumers are looking for similar
advantages such as cost and comfort. Therefore, Essentials can use ________ as the scheme to
segment its market.
A) geodemographic segmentation
B) composite segmentation
C) demographic segmentation
D) geographic segmentation
E) benefit segmentation
113) ________ is the segmentation method that uses multiple variables to identify customers in the
target segment according to their benefits sought, lifestyles, and demographics.
A) Hedonic need identification
B) Buying situation segmentation
C) Composite segmentation
D) Multiattribute model
E) Trickle-down approach
114) Briefly explain the consumer buying process.
115) Describe the different ways retailers satisfy a customer’s hedonic needs. Provide examples.
116) How can a retailer use the multiattribute model to encourage customers to shop more
frequently?
117) What are ways retailers can encourage customers to shop at their stores more frequently after
they enter into consumers’ consideration set?
118) What steps do retailers take in order to increase the chances that customers will easily convert
their positive merchandise or service evaluation into purchases?
119) Identify and describe the three types of consumer decision-making processes.
120) How does the brand loyalty of customers impact retailers?
121) Why is it important for retailers to understand how families make purchase decisions?
122) How do reference groups influence buying decisions?
123) What are the four criteria used for evaluating retail market segments?
124) Explain the concept of buying situation segmentation.