Question 1

One of the jobs of the marketing manager is to translate characteristics into product benefits.This can be done using managerial judgment or marketing research.

Accepted Answer

A) True 
 B)False

Question 2

________ is a currently popular age-related type of segmentation used to develop profiles of each generation.

Accepted Answer

A) Factor analysis 
B) Cohort analysis 
C) SWOT analysis 
D) Regression analysis

Question 3

Socioeconomic status (SES)is often highly correlated with:

Accepted Answer

A) religion. 
B) occupation. 
C) gender. 
D) personality.

Question 4

According to the needs hierarchy theory,________ need is achieving one's own potential and self-fulfillment.

Accepted Answer

A) physiological 
B) safety 
C) ego 
D) self-actualization

Question 5

A kind of syndicated data links together census data and purchasing data to form ________ segments.An example of this is Nielsen's PRIZM NE system.

Accepted Answer

A) psychographic-like 
B) geographic-like 
C) demographic-like 
D) behavioral-like

Question 6

List and briefly describe the five ordered levels of human needs according to Abraham Maslow.

Accepted Answer

The answer of List and briefly describe the five ordered...

Question 7

Identify the most popular behavioral variables that are used to form segments.

Accepted Answer

A) benefits and usage rate 
B) occasions and loyalty status 
C) user status and loyalty status 
D) buyer readiness stage and attitude toward product

Question 8

According to Everett Rogers,the first buyers of a new product are the early adopters.

Accepted Answer

A) True 
 B)False

Question 9

Market segmentation breaks mass markets into segments that have different buying habits.

Accepted Answer

A) True 
 B)False

Question 10

The set of products that the customer has no intention of buying or has no information about is known as evoked set.

Accepted Answer

A) True 
 B)False

Question 11

Treating each customer separately and giving the perception that he or she is being treated as a unique segment by sending individualized communications is known as:

Accepted Answer

A) positioning. 
B) mass marketing. 
C) one-on-one marketing. 
D) selective marketing.

Question 12

________ sources of information are those that are retrieved from memory.

Accepted Answer

A) Internal 
B) Permanent 
C) Extrinsic 
D) Adscititious

Question 13

Psychographics divide the total market in a geographic area into segments based on activities,interests,values,opinions,personality characteristics and attitudes using statistical procedures.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following variables is an example of a behavioral variable?

Accepted Answer

A) personality 
B) social class 
C) occasions 
D) occupation

Question 15

Which of the following tech customers are the biggest spenders,and the early adopters of new technology for home,office,and personal use?

Accepted Answer

A) Fast Forwards 
B) Techno-Strivers 
C) Gadget-Grabbers 
D) Media Junkies

Question 16

Which external source of information provided by the marketing manager is considered to be the most credible?

Accepted Answer

A) sales presentations 
B) advertisements 
C) sales orientation 
D) word-of-mouth

Question 17

In a customer analysis,understanding how to expand the market and achieve sales closer to market potential is most likely to be achieved by analyzing:

Accepted Answer

A) competitors' customers. 
B) former customers. 
C) people who have never purchased the product. 
D) current customers.

Question 18

When marketing managers select a market segment to pursue,it is called:

Accepted Answer

A) segmenting the market. 
B) selecting the target market. 
C) selecting the right product. 
D) selective distribution.

Question 19

A marketing manager's task is to identify variables that describe customers in terms of their own particular characteristics.These variables are called:

Accepted Answer

A) enhancers. 
B) identifiers. 
C) descriptors. 
D) encryptors.

Question 20

Forrester Research Inc.,a well-known technology consultant,divided consumers into 10 groups through the use of what they call Technographics.List and describe these groups.

Accepted Answer

The answer of Forrester Research Inc.,a well-known technology consultant,divided consumers...

Exam 4: Analyzing Consumer Behavior

One of the jobs of the marketing manager is to translate characteristics into product benefits.This can be done using managerial judgment or marketing research.

________ is a currently popular age-related type of segmentation used to develop profiles of each generation.

Socioeconomic status (SES) is often highly correlated with:

According to the needs hierarchy theory,________ need is achieving one's own potential and self-fulfillment.

A kind of syndicated data links together census data and purchasing data to form ________ segments.An example of this is Nielsen's PRIZM NE system.

List and briefly describe the five ordered levels of human needs according to Abraham Maslow.

Identify the most popular behavioral variables that are used to form segments.

According to Everett Rogers,the first buyers of a new product are the early adopters.

Market segmentation breaks mass markets into segments that have different buying habits.

The set of products that the customer has no intention of buying or has no information about is known as evoked set.

Treating each customer separately and giving the perception that he or she is being treated as a unique segment by sending individualized communications is known as:

________ sources of information are those that are retrieved from memory.

Psychographics divide the total market in a geographic area into segments based on activities,interests,values,opinions,personality characteristics and attitudes using statistical procedures.

Which of the following variables is an example of a behavioral variable?

Which of the following tech customers are the biggest spenders,and the early adopters of new technology for home,office,and personal use?

Which external source of information provided by the marketing manager is considered to be the most credible?

In a customer analysis,understanding how to expand the market and achieve sales closer to market potential is most likely to be achieved by analyzing:

When marketing managers select a market segment to pursue,it is called:

A marketing manager's task is to identify variables that describe customers in terms of their own particular characteristics.These variables are called:

Forrester Research Inc.,a well-known technology consultant,divided consumers into 10 groups through the use of what they call Technographics.List and describe these groups.