Question 1

Which segmentation category is missing from a target audience that was described as female, sport-oriented, and living in large metropolitan areas?

Accepted Answer

A)   Geographic
B)   Demographic
C)   Purchase/Usage
D)   Psychographic
E)   Communication C

Question 2

Which factor is not included in a purchase/use segmentation strategy?

Accepted Answer

A)   Amount
B)   Price sensitivity
C)   Buyer status
D)   Ethnicity
E)   Frequency D

Question 3

The buyer status segmentation strategy includes four specific categories, except:

Accepted Answer

A)   Brand switchers
B)   First time buyers
C)   Loyal customers
D)   Competitive buyers
E)   Non-interested D

Question 4

Which factor is not included in a psychographic segmentation strategy?

Accepted Answer

A)   Personality
B)   Marital status
C)   Life style
D)   All of above
E)   None of above

Question 5

Which of the buyer status categories are most important for a new brand that is just being introduced into the market? Explain your answer and be specific.

Accepted Answer

The answer of Which of the buyer status categories are...

Question 6

Market segmentation that is used for the development of creative and media advertising must always be very:

Accepted Answer

A)   Accurate
B)   Specific
C)   Analytical
D)   Comprehensive
E)   General

Question 7

Which of the four segmentation categories is the most important for planning Integrated Marketing Communication programs? Explain your choice.

Accepted Answer

The answer of Which of the four segmentation categories is...

Question 8

Purchase rate segmentation focuses on:

Accepted Answer

A)   Prices
B)   Loyalty
C)   Volume
D)   Experiences
E)   Value

Question 9

Which factor is not included in a geographic segmentation strategy?

Accepted Answer

A)   Zip codes
B)   CBSA's
C)   DMA's
D)   Sales regions
E)   VAL's

Question 10

Select five demographic characteristics and discuss how they could be helpful in planning adverting for a brand.

Accepted Answer

The answer of Select five demographic characteristics and discuss how...

Exam 5: Segmentation Strategies: Prioritizing Target Groups for Marketing Communication