Question 1

Many marketers target the generation that is 18 to 34 years old, known as the ________.

Accepted Answer

A)  Millenial Generation 
B)  Generation X 
C)  Generation Z 
D)  Net Gen 
E)  Baby Boomers 
A)  Millenial Generation 
B)  Generation X 
C)  Generation Z 
D)  Net Gen 
E)  Baby Boomers

Question 2

Demographic variables can reveal ongoing trends that signal business opportunities, such as shifts in age and income distribution.

Accepted Answer

A) True 
 B)False

Question 3

________ 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.

Accepted Answer

A)  Usage rate 
B)  Subculture 
C)  Family life cycle 
D)  Social class 
E)  Religion 
A)  Usage rate 
B)  Subculture 
C)  Family life cycle 
D)  Social class 
E)  Religion

Question 4

________ is felt by many marketers to be a strong indicator of the ability to pay for a product.

Accepted Answer

A)  Age 
B)  Gender 
C)  Occupation 
D)  Education 
E)  Income 
A)  Age 
B)  Gender 
C)  Occupation 
D)  Education 
E)  Income

Question 5

Identify and discuss the five criteria that make market segments effective targets.

Accepted Answer

To be an effective target, a market segm

Question 6

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.

Accepted Answer

A)  segmentation 
B)  target 
C)  positioning 
D)  psychographic inventory 
E)  concentrated marketing strategy 
A)  segmentation 
B)  target 
C)  positioning 
D)  psychographic inventory 
E)  concentrated marketing strategy

Question 7

Catering to the distinct needs of consumers by offering them clearly differentiated products is significantly more profitable than mass marketing.

Accepted Answer

A) True 
 B)False

Question 8

P & G is worried about the financial hardship of America's upper class, which amounts to 40% of the country's households.

Accepted Answer

A) True 
 B)False

Question 9

What is the THIRD step in the positioning process?

Accepted Answer

A)  Create a positioning statement focused on the benefits and value that the product provides. 
B)  Determine the target market's preferred combination of attributes. 
C)  Define the market in which the product or brand competes, relevant buyers and competitors. 
D)  Develop a distinctive, differentiating, value-based positioning concept. 
E)  Research how consumers perceive competing offerings on relevant attributes. 
A)  Create a positioning statement focused on the benefits and value that the product provides. 
B)  Determine the target market's preferred combination of attributes. 
C)  Define the market in which the product or brand competes, relevant buyers and competitors. 
D)  Develop a distinctive, differentiating, value-based positioning concept. 
E)  Research how consumers perceive competing offerings on relevant attributes.

Question 10

Consumers' characteristics can be classed 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 ________.

Accepted Answer

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 
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

Question 11

Most marketers prefer to target consumer segments that are relatively stable in terms of demographic and psychological factors and that have needs that are likely to grow larger over time.

Accepted Answer

A) True 
 B)False

Question 12

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 ________.

Accepted Answer

A)  countersegmentation 
B)  cultural segmentation 
C)  usage rate segmentation 
D)  demographic segmentation 
E)  benefit segmentation 
A)  countersegmentation 
B)  cultural segmentation 
C)  usage rate segmentation 
D)  demographic segmentation 
E)  benefit segmentation

Question 13

Provide an example of how a demographic variable has been used to position a product to a target market.

Accepted Answer

Examples may vary, and can include Age,

Question 14

Rosetta Car Rental exercises ________ when it stocks more convertible cars in California than in New York.

Accepted Answer

A)  demographic segmentation 
B)  geographic segmentation 
C)  sociocultural segmentation 
D)  psychographic segmentation 
E)  usage-situation segmentation 
A)  demographic segmentation 
B)  geographic segmentation 
C)  sociocultural segmentation 
D)  psychographic segmentation 
E)  usage-situation segmentation

Question 15

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.

Accepted Answer

A)  countersegmentation 
B)  geodemographics 
C)  behavioral targeting 
D)  social class 
E)  psychographics 
A)  countersegmentation 
B)  geodemographics 
C)  behavioral targeting 
D)  social class 
E)  psychographics

Question 16

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 ________.

Accepted Answer

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 
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

Question 17

Most marketers prefer to target consumer segments that are relatively ________.

Accepted Answer

A)  small 
B)  stable in terms of consumption patterns 
C)  unpredictable 
D)  inaccessible 
E)  expensive to pursue 
A)  small 
B)  stable in terms of consumption patterns 
C)  unpredictable 
D)  inaccessible 
E)  expensive to pursue

Question 18

List the reasons all segmentation plans include demographic data.

Accepted Answer

1.Demographics are the easiest and most

Question 19

The greeting card industry capitalizes on occasions to sell products; this is a perfect example of ________ segmentation.

Accepted Answer

A)  lifestyle 
B)  benefit 
C)  usage situation 
D)  demographic 
E)  geographic 
A)  lifestyle 
B)  benefit 
C)  usage situation 
D)  demographic 
E)  geographic

Question 20

What is the difference between behavioral data and cognitive data? Explain the difference in measurement and provide examples of consumer-intrinsic and consumption-based information associated with each type.

Accepted Answer

Behavioral data is evidence-based, can b

Many marketers target the generation that is 18 to 34 years old, known as the ________.

Demographic variables can reveal ongoing trends that signal business opportunities, such as shifts in age and income distribution.

________ 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.

________ is felt by many marketers to be a strong indicator of the ability to pay for a product.

Identify and discuss the five criteria that make market segments effective targets.

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.

Catering to the distinct needs of consumers by offering them clearly differentiated products is significantly more profitable than mass marketing.

P & G is worried about the financial hardship of America's upper class, which amounts to 40% of the country's households.

What is the THIRD step in the positioning process?

Consumers' characteristics can be classed 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 ________.

Most marketers prefer to target consumer segments that are relatively stable in terms of demographic and psychological factors and that have needs that are likely to grow larger over time.

Provide an example of how a demographic variable has been used to position a product to a target market.

Rosetta Car Rental exercises ________ when it stocks more convertible cars in California than in New York.

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.

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 ________.

Most marketers prefer to target consumer segments that are relatively ________.

List the reasons all segmentation plans include demographic data.

The greeting card industry capitalizes on occasions to sell products; this is a perfect example of ________ segmentation.

What is the difference between behavioral data and cognitive data? Explain the difference in measurement and provide examples of consumer-intrinsic and consumption-based information associated with each type.

Consumer Behavior: Information-Driven Consumer Behavior

Consumer Motivation and Personality

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters

Exam 2: Segmentation, Targeting and Positioning

Many marketers target the generation that is 18 to 34 years old, known as the ________.

Demographic variables can reveal ongoing trends that signal business opportunities, such as shifts in age and income distribution.

________ 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.

________ is felt by many marketers to be a strong indicator of the ability to pay for a product.

Identify and discuss the five criteria that make market segments effective targets.

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.

Catering to the distinct needs of consumers by offering them clearly differentiated products is significantly more profitable than mass marketing.

P & G is worried about the financial hardship of America's upper class, which amounts to 40% of the country's households.

What is the THIRD step in the positioning process?

Consumers' characteristics can be classed 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 ________.

Most marketers prefer to target consumer segments that are relatively stable in terms of demographic and psychological factors and that have needs that are likely to grow larger over time.

Provide an example of how a demographic variable has been used to position a product to a target market.

Rosetta Car Rental exercises ________ when it stocks more convertible cars in California than in New York.

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.

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 ________.

Most marketers prefer to target consumer segments that are relatively ________.

List the reasons all segmentation plans include demographic data.

The greeting card industry capitalizes on occasions to sell products; this is a perfect example of ________ segmentation.

What is the difference between behavioral data and cognitive data? Explain the difference in measurement and provide examples of consumer-intrinsic and consumption-based information associated with each type.

Consumer Behavior: Information-Driven Consumer Behavior

Consumer Motivation and Personality

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters