Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 2 Market Segmentation and Real-Time Bidding
1) The process of dividing a market into distinct subsets of consumers with common needs or
characteristics is known as ________.
A) target marketing
B) market segmentation
C) consumer behavior
D) the marketing concept
E) market evaluation
2) Qantas Airlines targets four distinct segments: coach passengers, premium economy, business
and first class, and uses ________ to clearly differentiate between the options targeted at each
segment.
A) positioning
B) behavioral targeting
C) geographic segmentation
D) reverse targeting
E) countersegmentation
3) The ________ of a product or service is the process by which a company creates a distinct
image and identity for its products, services, and brands in consumers’ minds.
A) segmentation
B) target
C) positioning
D) psychographic inventory
E) concentrated marketing strategy
4) Which of the following is NOT one of the characteristics of an effective target?
A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruent with the marketer’s objectives and resources
5) A financial firm advertising in the Wall Street Journal should use which database to determine
which geographic areas of the country include substantial numbers of their Business Class
segment?
A) Nielsen MyBestSegments
B) VALS
C) PRIZM
D) Nielsen NetRatings
E) Magazine Readers Index (MRI)
6) Consumers’ characteristics can be classified as either behavioral or cognitive. In this context,
behavioral data can be determined from direct questioning and categorized by a single objective
measure. Examples of behavioral data include ________.
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, quantity of product purchased, and gender
E) level of involvement, awareness of product alternatives, and benefits wanted
7) Consumers’ characteristics can be classed as either behavioral or cognitive. In this context,
cognitive factors are abstract, can be determined only through more complex psychological and
attitudinal questioning, and generally have no single, universal definitions. Examples of
cognitive factors include ________.
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and education
C) personality traits, lifestyles, and gender
D) education, usage situation, and social class
E) cultural values, personality traits, and benefits sought
8) Consumers’ characteristics can be classed as either consumer-intrinsic or consumption-
specific. In this context, consumer-intrinsic features stem from the consumer’s physical, social,
and psychological characteristics. Examples of consumer-intrinsic features include ________.
A) demographics, gender, and benefits sought
B) usage rate, level of involvement, and psychographics
C) personality traits, cultural values, and income
D) education, consumption-specific attitudes, and social class
E) attitudes regarding shopping, awareness of product alternatives, and benefits wanted
9) Consumers’ characteristics can be classed as either consumer-intrinsic or consumption-
specific. In this context, consumption-specific features are attitudes and preferences toward
specific products or buying situations. Examples of consumption-specific features include
________.
A) demographics, gender, and benefits sought
B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities
C) personality traits, lifestyles, and income
D) education, usage situation, and gender
E) personality traits, awareness of product alternatives, and attitudes toward political issues
10) In reference to consumer characteristics, ________ can be determined from direct
questioning or observation and categorized by a simple objective measure, whereas ________
are abstract and can be determined only through more complex psychological and attitudinal
questioning.
A) consumption-based features; consumer-intrinsic features
B) behavioral data; cognitive data
C) product-specific features; consumption-based features
D) cognitive data; behavioral data
E) consumer-intrinsic features; consumption-based features
11) Another term for psychographic characteristics is ________.
A) age
B) lifestyles
C) benefits sought
D) use-situation factors
E) use-related factors
12) Age, gender, and income are bases of which of the following types of segmentation?
A) geographic segmentation
B) sociocultural segmentation
C) benefit segmentation
D) demographic segmentation
E) psychological segmentation
13) ________ is/are defined by computing an index based on three quantifiable variables:
income, education, and occupation.
A) Demographics
B) Social class
C) Psychographics
D) Personality traits
E) Sociocultural values
14) When Colgate commonly targets age groups into four segments and offers each one its own
toothpaste, they are using ________ segmentation.
A) demographic
B) sociocultural
C) psychological
D) physiological
E) use-related
15) ________ information is often the most accessible and cost-effective way to identify a target
market.
A) Demographic
B) Sociocultural
C) Psychological
D) Physiological
E) Benefit
16) Many marketers target the generation that is 18 to 34 years old, known as the ________.
A) millennial Generation
B) generation X
C) generation Z
D) net gen
E) baby boomers
17) Which of the following is NOT an example of the recent shift in traditional gender roles in
product targeting and advertising?
A) Van Gogh Blue vodka targeting women
B) Frito-Lay targeting women
C) television shows targeting women
D) department stores targeting men with grooming products
E) Dove Men+Care
18) Traditionally, the ________ has been the focus of most marketing efforts.
A) mother
B) family
C) individual
D) child
E) teen
19) ________ is felt by many marketers to be a strong indicator of the ability to pay for a
product.
A) Age
B) Gender
C) Occupation
D) Education
E) Income
20) As a base for market segmentation, ________ is/are commonly computed as a weighted
index of education, occupation, and income.
A) social class
B) family life cycle
C) personality traits
D) sociocultural values
E) psychographics
21) ________ implies a hierarchy in which individuals in the same class generally have the same
degree of status, whereas members of other classes have either higher or lower status.
A) Usage rate
B) Subculture
C) Family life cycle
D) Social class
E) Religion
22) Marketers segment some populations on the basis of cultural heritage and ________ because
members of the same culture tend to share the same values, beliefs, and customs.
A) demographics
B) social class
C) ethnicity
D) personality traits
E) sociocultural values
23) PRIZM is an example of ________ segmentation.
A) demographic
B) geodemographic
C) psychographic
D) sociocultural
E) use-related
24) The most popular use of geography in strategic targeting is ________ – a hybrid
segmentation scheme based on the premise that people who live close to one another are likely to
have similar financial means, tastes, preferences, lifestyles, and consumption habits.
A) countersegmentation
B) geodemographics
C) behavioral targeting
D) social class
E) psychographics
25) Consumer innovators are generally characterized by which of the following personality
traits?
A) confident enough to experiment and self directed more than others in trying new things
B) reserved and skeptical of marketing information
C) extraverted and risk averse
D) high in exhibition and reserved
E) extraverted and reserved
26) Lifestyles, also known as ________, consist of activities, interests, and opinions.
A) psychographics
B) demographics
C) geodemographics
D) personality traits
E) benefit segmentation
27) Level of agreement with which of the following statements is associated with the Personal
Controls Psychographic Factor?
A) I generally give gifts because people expect me to.
B) I seek fun and enjoyment in life.
C) The look of a website is an important factor in my buying decisions.
D) My friends often ask me for advice on fashion.
E) I am more conventional than experimental.
28) The widely used segmentation system combining lifestyle and values is ________.
A) PALS
B) VALS
C) LAPS
D) SALS
E) CALS
29) The VALS typology classifies the American adult population into eight distinctive subgroups
based on their motivations and level of resources. The three primary motivations include
________.
A) ideals, education, and achievement
B) ideals, achievement, and self-expression
C) knowledge, education, and self-expression
D) independence, aptitude, and achievement
E) aptitude, ideals, and self-expression
30) In the VALS typology, ________ are motivated by ideals and tend to have low resources.
They are generally slow to change as well as technology averse, and tend to prefer familiar
products and established brands.
A) Innovators
B) Believers
C) Thinkers
D) Strivers
E) Experiencers
31) In the VALS typology, Achievers are motivated by achievement and tend to have high
resources. They have goal-oriented lifestyles that center on family and career. This segment
tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers
32) In the VALS typology, Thinkers are motivated by ideals and tend to have high resources.
They tend to be well educated and actively seek out information in the decision-making process.
This segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer reliability and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers
33) In the VALS typology, Makers are motivated by self-expression and tend to have low
resources. They choose hands-on constructive activities and spend leisure time with family and
close friends. This segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers
34) In the VALS typology, Innovators are successful, take-charge people with high self-esteem.
Because they have such abundant resources, they exhibit all three primary motivations in varying
degrees. They are change leaders and are the most receptive to new ideas and technologies. This
segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers
35) When Colgate offers Colgate Total, which provides 12-hours of germ fighting; Colgate Max
Fresh, which fights bad breath; and Colgate Sensitive Pro-Relief for people who have sensitive
gums, they are segmenting based on ________.
A) usage rate
B) benefits
C) personality
D) culture
E) values
36) Marketers of many products such as soup, laundry detergent, beer, and dog food have found
that a relatively small group of heavy users accounts for a disproportionately large percentage of
the total product usage. Targeting these heavy users specifically is an example of ________.
A) benefit-based segmentation
B) demographic segmentation
C) cross-cultural segmentation
D) usage-rate segmentation
E) usage situation segmentation
37) Rate of usage is strongly related to two cognitive dimensions: product involvement and
________.
A) product awareness status
B) background
C) personality
D) awareness
E) country of origin
38) Sunshine Cruise Lines markets Adventure Cruises as a way to see multiple islands from the
comfort of a single ship, alleviating the hassle of flying between islands and staying in a different
hotel every couple of nights. Targeting consumers who view this convenience as appealing is an
example of ________.
A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation
39) Rosetta Car Rental exercises ________ when it stocks more convertible cars in California
than in New York.
A) demographic segmentation
B) geographic segmentation
C) sociocultural segmentation
D) psychographic segmentation
E) usage-situation segmentation
40) Beyond flavor and the presence or absence of sugar, Nicorette offers a gum that will whiten
your teeth while satisfying your nicotine craving and helping you quit smoking. This gum has
been positioned on the basis of ________.
A) demographic segmentation
B) family life cycle segmentation
C) psychographic segmentation
D) mass marketing
E) benefit segmentation
41) ________ segmentation differentiates among heavy users, medium users, light users, and
nonusers of a specific product, service or brand.
A) Brand awareness
B) Brand loyalty
C) Usage rate
D) Sociocultural
E) Benefit
42) Research has shown that 25 percent of beer drinkers account for about 75 percent of all beer
consumed. This is an example of a justification for ________ segmentation.
A) benefit
B) usage rate
C) psychographic
D) lifestyle
E) usage-situation
43) Whether or not consumers need to be informed about a product relates to consumers’
________.
A) awareness status
B) usage situation
C) attitude
D) usage rate
E) learning-involvement
44) The greeting card industry capitalizes on occasions to sell products; this is a perfect example
of ________ segmentation.
A) lifestyle
B) benefit
C) usage situation
D) demographic
E) geographic
45) Which of the following is NOT tracked during online navigation to inform behavioral
targeting?
A) the sites consumers visit
B) the pages consumers look at on a site
C) lifestyles and personalities
D) how often consumers return to a site
E) brick-and-mortar purchases
46) ________ consists of looking at merchandise at a physical store, scanning its barcode with
smartphones and using these devices to check the items’ prices and purchase the items online.
A) Mobile Targeting
B) Geofencing
C) Psychographics
D) Showrooming
E) GPS marketing
47) ________ are measures that predict consumers’ future purchases on the basis of past buying
information and other data.
A) Showroom analytics
B) Predictive analytics
C) Geofencing analytics
D) Social analytics
E) Consumer spying analytics
48) Acxiom databases track all of the following EXCEPT ________.
A) weight
B) vacation dreams
C) household health worries
D) education
E) fingerprints