Question 1

If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.

Accepted Answer

A)  demographic 
B)  psychographic 
C)  cultural 
D)  behavioral 
E)  geographic 
A)  demographic 
B)  psychographic 
C)  cultural 
D)  behavioral 
E)  geographic

Question 2

Grassroots marketing activities concentrate on getting as close and personally relevant to individual customers as possible.

Accepted Answer

A) True 
 B)False

Question 3

If a marketer decides to segment a market based on neighbourhoods, the marketer will have chosen the ________ method of segmentation.

Accepted Answer

A)  cultural 
B)  demographic 
C)  social class 
D)  geographic 
E)  psychographic 
A)  cultural 
B)  demographic 
C)  social class 
D)  geographic 
E)  psychographic

Question 4

If a marketer were to segment a business market on the basis of demographics, what three subcategory segmentation variables would probably be used to assist with this form of segmentation? What questions would be asked in each of the three categories to advance the segmentation effort?

Accepted Answer

The three subcategories (and associated

Question 5

A local service company has decided to segment its market based on occupation; therefore, it has chosen a form of demographic segmentation for its approach.

Accepted Answer

A) True 
 B)False

Question 6

Young digerati are affluent and tech-savvy, but not ethnically mixed.

Accepted Answer

A) True 
 B)False

Question 7

If a marketing researcher uses such names (categories) as Young Degerati, Mini Van &Vin Rouge, Lunch at Tim's, and Park Bench Seniors, when doing segmentation research, the marketing researcher is using ________ clusters.

Accepted Answer

A)  psychographic 
B)  behavioral 
C)  PRIZM 
D)  demographic 
E)  VALS 
A)  psychographic 
B)  behavioral 
C)  PRIZM 
D)  demographic 
E)  VALS

Question 8

According to the VALS 8-part typology segmentation system, ________ are considered to be elderly, passive people who are concerned about change. They are loyal to their favourite brands.

Accepted Answer

A)  makers 
B)  experiencers 
C)  strivers 
D)  survivors 
E)  believers 
A)  makers 
B)  experiencers 
C)  strivers 
D)  survivors 
E)  believers

Question 9

________ is the science of using psychology and demographics to better understand consumers.

Accepted Answer

A)  Social psychology 
B)  Segmentation 
C)  Demographics 
D)  Clustering 
E)  Psychographics 
A)  Social psychology 
B)  Segmentation 
C)  Demographics 
D)  Clustering 
E)  Psychographics

Question 10

A company can identify its ________ by studying its hard-core loyals.

Accepted Answer

A)  user status 
B)  shifting loyals 
C)  competitors 
D)  products' strengths 
E)  marketing weaknesses 
A)  user status 
B)  shifting loyals 
C)  competitors 
D)  products' strengths 
E)  marketing weaknesses

Question 11

Men and women have different attitudinal and behavioural orientations caused mainly by their genetic makeup.

Accepted Answer

A) True 
 B)False

Question 12

Marketing to micro-segments has become accessible even to small organizations as database costs decline.

Accepted Answer

A) True 
 B)False

Question 13

When a marketer attempts to segment a consumer market, two broad groups of variables may be used. What are those two broad groups of variables? Give an example, using each broad group to describe a market for hair care products.

Accepted Answer

The first broad group is labeled descrip

Question 14

Consumer attitude(s) is(are) an interesting way to segment a market. Research has shown that five attitude groups can be found in the market. How should a door-to-door work in a political campaign deal with the five different groups?

Accepted Answer

The five attitude groups are:(1)enthusia

Question 15

Middle-market consumers are trading up to new luxury products and services. What are the three main types of new luxury products?

Accepted Answer

Accessible super premium products,such a

Question 16

If a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment.

Accepted Answer

A)  user status 
B)  benefit 
C)  buyer-readiness stage 
D)  usage rate 
E)  occasion 
A)  user status 
B)  benefit 
C)  buyer-readiness stage 
D)  usage rate 
E)  occasion

Question 17

The target market for some products may be the ______ young. Because the average age of Element buyers turned out to be 42, Honda decided that the lines between age groups were getting blurred.

Accepted Answer

A)  categorically 
B)  psychologically 
C)  physiologically 
D)  demographically 
E)  physically 
A)  categorically 
B)  psychologically 
C)  physiologically 
D)  demographically 
E)  physically

Question 18

The ________ refers to parents being influenced by their Generation Y children still living at home.

Accepted Answer

A)  youth-obsessed effect 
B)  sandwich effect 
C)  silent generation effect 
D)  boom-boom effect 
E)  cohort effect 
A)  youth-obsessed effect 
B)  sandwich effect 
C)  silent generation effect 
D)  boom-boom effect 
E)  cohort effect

Question 19

Buyers can be classified according to the benefits they seek. A wine marketer identified six different benefit segments in the premium wine market. Name and describe those segments.

Accepted Answer

The different benefit segments are:(a)En

Question 20

Which of the following best describes an attractive niche?

Accepted Answer

A)  The niche has diminished in size and growth. 
B)  The customers generally have smaller amounts of income. 
C)  The customers will not pay a premium to the firm that satisfies their needs. 
D)  The niche attracts several competitors in the same category. 
E)  The customers in the niche have a distinct set of needs. 
A)  The niche has diminished in size and growth. 
B)  The customers generally have smaller amounts of income. 
C)  The customers will not pay a premium to the firm that satisfies their needs. 
D)  The niche attracts several competitors in the same category. 
E)  The customers in the niche have a distinct set of needs.

Exam 8: Identifying Market Segments and Targets

If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.

Grassroots marketing activities concentrate on getting as close and personally relevant to individual customers as possible.

If a marketer decides to segment a market based on neighbourhoods, the marketer will have chosen the ________ method of segmentation.

If a marketer were to segment a business market on the basis of demographics, what three subcategory segmentation variables would probably be used to assist with this form of segmentation? What questions would be asked in each of the three categories to advance the segmentation effort?

A local service company has decided to segment its market based on occupation; therefore, it has chosen a form of demographic segmentation for its approach.

Young digerati are affluent and tech-savvy, but not ethnically mixed.

If a marketing researcher uses such names (categories) as Young Degerati, Mini Van &Vin Rouge, Lunch at Tim's, and Park Bench Seniors, when doing segmentation research, the marketing researcher is using ________ clusters.

According to the VALS 8-part typology segmentation system, ________ are considered to be elderly, passive people who are concerned about change. They are loyal to their favourite brands.

________ is the science of using psychology and demographics to better understand consumers.

A company can identify its ________ by studying its hard-core loyals.

Men and women have different attitudinal and behavioural orientations caused mainly by their genetic makeup.

Marketing to micro-segments has become accessible even to small organizations as database costs decline.

When a marketer attempts to segment a consumer market, two broad groups of variables may be used. What are those two broad groups of variables? Give an example, using each broad group to describe a market for hair care products.

Consumer attitude(s) is(are) an interesting way to segment a market. Research has shown that five attitude groups can be found in the market. How should a door-to-door work in a political campaign deal with the five different groups?

Middle-market consumers are trading up to new luxury products and services. What are the three main types of new luxury products?

If a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment.

The target market for some products may be the ______ young. Because the average age of Element buyers turned out to be 42, Honda decided that the lines between age groups were getting blurred.

The ________ refers to parents being influenced by their Generation Y children still living at home.

Buyers can be classified according to the benefits they seek. A wine marketer identified six different benefit segments in the premium wine market. Name and describe those segments.

Which of the following best describes an attractive niche?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Creating Brand Equity

Crafting the Brand Position

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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