Exam 3: Segmentation

What do marketers know about the demographic variables of age, household composition, and stage in the life cycle?

Lots of segmentation schemes fail because marketers focus on the wrong criteria.

The ideal goal for the marketer is to find a(n) __________ group of customers whose needs it can easily and profitably meet.

Explain why many segmentation schemes fail.

One behavioral segment of great importance to the marketer is the __________ of the focal brand because it is relatively easy to communicate to this group.

Some customers are __________, caring about new developments in their category and seeking out new products.

Which of the following examples is based on a psychological factor?

Differences in __________ and preferences require that different products be provided to satisfy the different segments' needs.

Political party identifications have a clear and predictable effect on cereal consumption and cell phone plans.

Marketers identify segments best when iterating between a managerial top-down approach and a customer-based assessment.

We can directly observe attitudes, but we cannot use behaviors to infer attitudes and psychological states.

Company ABC segments customers by gender, age, education, and income.Company ABC's segmentation is based on __________ factors.

One reason celebrity spokespeople are thought to be effective is that ordinary people aspire to be like the celebrity, in whatever manner that is achievable.

What term refers to people who are trendy and fashionable in order to impress others and are often impulse buyers?

Regarding the phrase "time is money," what type of effect does time seemingly have on money?

An important element of an iterative segmentation is

Families with higher household incomes hire more service workers.

All of the qualities that marketers care about may be mapped onto segments in any product category.

Data sources for segmenting businesses and consumers tend to be the same.

The mass marketing approach is usually realistic.