Question 1

Income is a psychological variable.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT a demographic variable?

Accepted Answer

A)  gender 
B)  age 
C)  culture 
D)  education 
A)  gender 
B)  age 
C)  culture 
D)  education

Question 3

Which of the following questions best helps a marketer determine the profitability of a market segment?

Accepted Answer

A)  How many customers are in the segment? 
B)  Is a database available to identify potential customers? 
C)  Does the segment fit corporate goals? 
D)  How frequently do the customers purchase? 
A)  How many customers are in the segment? 
B)  Is a database available to identify potential customers? 
C)  Does the segment fit corporate goals? 
D)  How frequently do the customers purchase?

Question 4

Who created the hierarchy of needs?

Accepted Answer

A)  Maslow 
B)  Watson 
C)  Skinner 
D)  Freud 
A)  Maslow 
B)  Watson 
C)  Skinner 
D)  Freud

Question 5

Consumers have unique needs and desires.Economists call this

Accepted Answer

A)  imperfect competence. 
B)  imperfect competition. 
C)  diverse demand. 
D)  diverse marketing. 
A)  imperfect competence. 
B)  imperfect competition. 
C)  diverse demand. 
D)  diverse marketing.

Question 6

A service called Prizm posits that MBAs who live in New York have a lot more in common with their counterparts in London, Saö Paulo, and Tokyo, than they do with their neighbors in New York who are relatively less educated or wealthy.What types of information are combined in this example?

Accepted Answer

A)  geographic and demographic 
B)  geographic and psychological 
C)  psychological and demographic 
D)  psychological and behavioral 
A)  geographic and demographic 
B)  geographic and psychological 
C)  psychological and demographic 
D)  psychological and behavioral

Question 7

__________ means that all customers are treated the same.

Accepted Answer

A)  One-to-one marketing 
B)  Gender marketing 
C)  Group marketing 
D)  Mass marketing 
A)  One-to-one marketing 
B)  Gender marketing 
C)  Group marketing 
D)  Mass marketing

Question 8

Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out

Accepted Answer

A)  what will appeal to high-end customers. 
B)  which customers might like their product, and how to get the product into their hands. 
C)  which customers are price sensitive. 
D)  which customers have brand loyalty and seek a brand image similar to other brands they like. 
A)  what will appeal to high-end customers. 
B)  which customers might like their product, and how to get the product into their hands. 
C)  which customers are price sensitive. 
D)  which customers have brand loyalty and seek a brand image similar to other brands they like.

Question 9

A(n) __________ segment is always a tempting one for marketers to target because marketers assume that those customers can afford to purchase their goods or services.

Accepted Answer

A)  international 
B)  upscale 
C)  small 
D)  large 
A)  international 
B)  upscale 
C)  small 
D)  large

Question 10

How do marketers segment a market?

Accepted Answer

Marketers identify segments best when it

Question 11

An increasingly popular means of using co-purchasing patterns to generate cross-selling suggestions are Internet recommendation agents.

Accepted Answer

A) True 
 B)False

Question 12

Economists note that imperfect competition occurs because consumers have unique needs and desires.

Accepted Answer

A) True 
 B)False

Question 13

__________ is a type of segmentation in which the company strategically focuses on targeting a smaller market with particular needs that the company can serve well.

Accepted Answer

A)  Mass marketing 
B)  Demographic marketing 
C)  Niche marketing 
D)  One-to-one marketing 
A)  Mass marketing 
B)  Demographic marketing 
C)  Niche marketing 
D)  One-to-one marketing

Question 14

An upscale segment is always a tempting one for marketers to target because marketers assume that those customers can afford to purchase their goods or services, with a little less price sensitivity than other customers.

Accepted Answer

A) True 
 B)False

Question 15

Profitability means number of customers.

Accepted Answer

A) True 
 B)False

Question 16

Businesses plan for and interact differently with their larger clients than with their smaller ones.They assign more client service personnel and extend more relationship management efforts because these customers tend to be

Accepted Answer

A)  more profitable. 
B)  cheaper. 
C)  less profitable. 
D)  higher quality. 
A)  more profitable. 
B)  cheaper. 
C)  less profitable. 
D)  higher quality.

Question 17

Explain why market segmentation is better than mass marketing and one-to-one marketing.

Accepted Answer

Mass marketing means that all customers

Question 18

Size does not always correlate with future growth potential.

Accepted Answer

A) True 
 B)False

Question 19

Sometimes a marketing manager might hold beliefs that are not consistent with the customer data.

Accepted Answer

A) True 
 B)False

Question 20

Define "current users" versus others.How does this apply to marketers?

Accepted Answer

It is relatively easy to communicate to

Income is a psychological variable.

Which of the following is NOT a demographic variable?

Which of the following questions best helps a marketer determine the profitability of a market segment?

Who created the hierarchy of needs?

Consumers have unique needs and desires.Economists call this

A service called Prizm posits that MBAs who live in New York have a lot more in common with their counterparts in London, Saö Paulo, and Tokyo, than they do with their neighbors in New York who are relatively less educated or wealthy.What types of information are combined in this example?

__________ means that all customers are treated the same.

Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out

A(n) __________ segment is always a tempting one for marketers to target because marketers assume that those customers can afford to purchase their goods or services.

How do marketers segment a market?

An increasingly popular means of using co-purchasing patterns to generate cross-selling suggestions are Internet recommendation agents.

Economists note that imperfect competition occurs because consumers have unique needs and desires.

__________ is a type of segmentation in which the company strategically focuses on targeting a smaller market with particular needs that the company can serve well.

An upscale segment is always a tempting one for marketers to target because marketers assume that those customers can afford to purchase their goods or services, with a little less price sensitivity than other customers.

Profitability means number of customers.

Businesses plan for and interact differently with their larger clients than with their smaller ones.They assign more client service personnel and extend more relationship management efforts because these customers tend to be

Explain why market segmentation is better than mass marketing and one-to-one marketing.

Size does not always correlate with future growth potential.

Sometimes a marketing manager might hold beliefs that are not consistent with the customer data.

Define "current users" versus others.How does this apply to marketers?

Why Is Marketing Management Important

Customer Behavior

Targeting

Positioning

Products Goods and Services

Brands

New Products and Innovation

Pricing

Channels of Distribution

Advertising Messages and Marketing Communications

Integrated Marketing Communications and Media Choices

Social Media

Customer Satisfaction and Customer Relationships

Marketing Research Tools

Marketing Strategy

Marketing Plans

Filters

Exam 3: Segmentation

Income is a psychological variable.

Which of the following is NOT a demographic variable?

Which of the following questions best helps a marketer determine the profitability of a market segment?

Who created the hierarchy of needs?

Consumers have unique needs and desires.Economists call this

A service called Prizm posits that MBAs who live in New York have a lot more in common with their counterparts in London, Saö Paulo, and Tokyo, than they do with their neighbors in New York who are relatively less educated or wealthy.What types of information are combined in this example?

__________ means that all customers are treated the same.

Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out

A(n) __________ segment is always a tempting one for marketers to target because marketers assume that those customers can afford to purchase their goods or services.

How do marketers segment a market?

An increasingly popular means of using co-purchasing patterns to generate cross-selling suggestions are Internet recommendation agents.

Economists note that imperfect competition occurs because consumers have unique needs and desires.

__________ is a type of segmentation in which the company strategically focuses on targeting a smaller market with particular needs that the company can serve well.

An upscale segment is always a tempting one for marketers to target because marketers assume that those customers can afford to purchase their goods or services, with a little less price sensitivity than other customers.

Profitability means number of customers.

Businesses plan for and interact differently with their larger clients than with their smaller ones.They assign more client service personnel and extend more relationship management efforts because these customers tend to be

Explain why market segmentation is better than mass marketing and one-to-one marketing.

Size does not always correlate with future growth potential.

Sometimes a marketing manager might hold beliefs that are not consistent with the customer data.

Define "current users" versus others.How does this apply to marketers?

Why Is Marketing Management Important

Customer Behavior

Targeting

Positioning

Products Goods and Services

Brands

New Products and Innovation

Pricing

Channels of Distribution

Advertising Messages and Marketing Communications

Integrated Marketing Communications and Media Choices

Social Media

Customer Satisfaction and Customer Relationships

Marketing Research Tools

Marketing Strategy

Marketing Plans

Filters