Question 1

Demographics is an important part of looking at the environment. That same kind of information can be used to segment markets.

Accepted Answer

A) True 
 B)False

Question 2

Lawrence was monitoring the results of his demographic segmentation campaign for his mid-sized firm, and while it was doing okay, it felt it could be better. He was reluctant to go to psychographics as a basis for his segmentation effort because

Accepted Answer

A)  he felt customers would feel this was an invasion of their privacy. 
B)  no one in the marketing area had a degree in psychology to support the segmentation. 
C)  psychographics works well with services but is not generally applicable to products. 
D)  he knew psychographics required sophisticated research to develop, which was beyond the capacity of his firm. 
A)  he felt customers would feel this was an invasion of their privacy. 
B)  no one in the marketing area had a degree in psychology to support the segmentation. 
C)  psychographics works well with services but is not generally applicable to products. 
D)  he knew psychographics required sophisticated research to develop, which was beyond the capacity of his firm.

Question 3

Which of the following is NOT one of the variables used in behavioral segmentation?

Accepted Answer

A)  Education attained 
B)  Brand loyalty 
C)  Benefits sought 
D)  Buyer readiness 
A)  Education attained 
B)  Brand loyalty 
C)  Benefits sought 
D)  Buyer readiness

Question 4

Jesse discovered a wealth of demographic information by looking at the U.S. Census data, and he wanted to use the information for demographic segmentation. What would be your best advice to him about demographic segmentation?

Accepted Answer

A)  Find the one characteristic that makes the most sense and focus on that with laser-like precision. 
B)  Use no more than two variables to make segmentation more reliable and testable. 
C)  Use multiple segments to accommodate the purchasing behaviors of his customers. 
D)  Use as many characteristics as he could manipulate in his computer programs. 
A)  Find the one characteristic that makes the most sense and focus on that with laser-like precision. 
B)  Use no more than two variables to make segmentation more reliable and testable. 
C)  Use multiple segments to accommodate the purchasing behaviors of his customers. 
D)  Use as many characteristics as he could manipulate in his computer programs.

Question 5

A mass market approach

Accepted Answer

A)  assumes the market is just one big segment. 
B)  assumes every customer is their own segment. 
C)  is the process of separating customer groups based on location. 
D)  is the process of separating customer groups based on lifestyle. 
A)  assumes the market is just one big segment. 
B)  assumes every customer is their own segment. 
C)  is the process of separating customer groups based on location. 
D)  is the process of separating customer groups based on lifestyle.

Question 6

Selecting a segmentation approach is a tough decision, but that's not the last of the tough decisions. Assume you've chosen a geographic segmentation approach for pickup trucks. What are some of the variables you might select?

Accepted Answer

Student responses can vary a great deal,

Question 7

In which step of the segmentation process would a SWOT analysis be most useful?

Accepted Answer

A)  Define the broad market 
B)  Narrow the market 
C)  Select general variable category(ies) for segmentation 
D)  Choose specific segmentation variables within a selected category 
A)  Define the broad market 
B)  Narrow the market 
C)  Select general variable category(ies) for segmentation 
D)  Choose specific segmentation variables within a selected category

Demographics is an important part of looking at the environment. That same kind of information can be used to segment markets.

Lawrence was monitoring the results of his demographic segmentation campaign for his mid-sized firm, and while it was doing okay, it felt it could be better. He was reluctant to go to psychographics as a basis for his segmentation effort because

Which of the following is NOT one of the variables used in behavioral segmentation?

Jesse discovered a wealth of demographic information by looking at the U.S. Census data, and he wanted to use the information for demographic segmentation. What would be your best advice to him about demographic segmentation?

A mass market approach

Selecting a segmentation approach is a tough decision, but that's not the last of the tough decisions. Assume you've chosen a geographic segmentation approach for pickup trucks. What are some of the variables you might select?

In which step of the segmentation process would a SWOT analysis be most useful?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters

Exam 6: Segmentation, Targeting, and Positioning

Demographics is an important part of looking at the environment. That same kind of information can be used to segment markets.

Lawrence was monitoring the results of his demographic segmentation campaign for his mid-sized firm, and while it was doing okay, it felt it could be better. He was reluctant to go to psychographics as a basis for his segmentation effort because

Which of the following is NOT one of the variables used in behavioral segmentation?

Jesse discovered a wealth of demographic information by looking at the U.S. Census data, and he wanted to use the information for demographic segmentation. What would be your best advice to him about demographic segmentation?

A mass market approach

Selecting a segmentation approach is a tough decision, but that's not the last of the tough decisions. Assume you've chosen a geographic segmentation approach for pickup trucks. What are some of the variables you might select?

In which step of the segmentation process would a SWOT analysis be most useful?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters