Deck 3: Market Segmentation and Strategic Targeting

Question 1

Age,gender,and education are bases of which of the following types of segmentation?

A) geographic segmentation
B) sociocultural segmentation
C) benefit segmentation
D) demographic segmentation
E) psychological segmentation

Answer 1

D

Question 2

In reference to consumer characteristics,________ can be determined from direct questioning and categorized by a simple objective measure,whereas ________ are abstract and can be determined only through more complex questioning.

A) consumption-specific features; consumer-rooted features
B) facts; cognitions
C) product-specific features; consumption-specific features
D) cognitions; facts
E) consumer-rooted features; consumption-specific features

Answer 2

B

Question 3

Consumers' characteristics can be classed as either facts or cognitions.In this context,cognitions are abstract,can be determined only through more complex questioning,and generally have no single,universal definitions.Examples of cognitions include ________.

A) demographics, gender, and benefits wanted
B) usage rate, level of involvement and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, usage situation, and social class
E) level of involvement, awareness of product alternatives, and benefits wanted

Answer 3

E

Question 4

The ________ of a product or service is the value proposition,expressed through promotion,stating the product's or service's capability to deliver specific benefits corresponding to consumers' unfulfilled needs.

A) segmentation
B) target
C) positioning
D) psychographic inventory
E) concentrated marketing strategy

Question 5

Which of the following is most likely to successfully follow a mass-marketing strategy?

A) a company that produces personal computers
B) a company that runs a chain of discount grocery stores
C) a company that manufactures custom stereo equipment
D) a private university
E) a company that produces agricultural products

Question 6

The largest age segment in the U.S.population is ________,76 million consumers born between 1946 and 1964.

A) Baby Boomers
B) Generation X
C) Generation Y
D) Net Gen
E) Echo Boomers

Question 7

Most marketers prefer to target consumer segments that are relatively ________.

A) small
B) stable in terms of consumption patterns
C) unpredictable
D) inaccessible
E) expensive to pursue

Question 8

Traditionally,the ________ has been the focus of most marketing efforts.

A) mother
B) family
C) individual
D) child
E) teen

Question 9

The primary advantage of mass marketing is ________.

A) it costs less
B) it leads to wider customer satisfaction
C) it leads to the production of products that better meet the needs of individual segments of the market
D) it reaches more people
E) it more accurately describes the product being promoted

Question 10

The fact that salsa outsells ketchup in the southwest,and that Jif peanut butter is preferred in the Midwest over Skippy,is an example of why ________ segmentation is used.

A) demographic
B) geographic
C) psychographic
D) sociocultural
E) use-related

Question 11

In reference to consumer characteristics,________ stem from consumer's physical,social,and psychological characteristics,whereas ________ are a function of usage behaviors.

A) consumption-specific features; consumer-rooted features
B) facts; cognitions
C) product-specific features; consumption-specific features
D) cognitions; facts
E) consumer-rooted features; consumption-specific features

Question 12

Another term for psychographic characteristics is _________.

A) age
B) lifestyles
C) benefits sought
D) use-situation factors
E) use-related factors

Question 13

Consumers' characteristics can be classed as either facts or cognitions.In this context,facts can be determined from direct questioning and categorized by a single objective measure.Examples of facts include ________.

A) demographics, gender, and benefits wanted
B) usage rate, level of involvement and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, usage situation, and social class
E) level of involvement, awareness of product alternatives, and benefits wanted

Question 14

Consumers' characteristics can be classed as either consumer-rooted or consumption-specific.In this context,consumption-specific features are attitudes and preferences toward specific products or buying situations.Examples of consumption-specific features include ________.

A) demographics, gender, and benefits wanted
B) usage rate, level of involvement and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, usage situation, and social class
E) level of involvement, awareness of product alternatives, and benefits wanted

Question 15

________ consist(s)of activities,interests,and opinions,which are mostly attitudes toward various issues,and cannot be classified according to standardized definitions.

A) Demographics
B) Social class
C) Psychographics
D) Personality traits
E) Socio-cultural values

Question 16

When Henry Ford introduced the Model T,the first affordable,mass-produced car,he stated that consumers "can have a car in any color they want,as long as it is black." Offering the same product to all consumers in this fashion is known as ________.

A) mass marketing
B) behavioral targeting
C) benefit segmentation
D) micro-targeting
E) countersegmentation

Question 17

Consumers' characteristics can be classed as either consumer-rooted or consumption-specific.In this context,consumer-rooted features stem from the consumer's physical,social,and psychological characteristics.Examples of consumer-rooted features include ________.

A) demographics, gender, and benefits wanted
B) usage rate, level of involvement and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, usage situation, and social class
E) level of involvement, awareness of product alternatives, and benefits wanted

Question 18

________ information is often the most accessible and cost-effective way to identify a target market.

A) Demographic
B) Sociocultural
C) Psychological
D) Physiological
E) Benefit

Question 19

The process of dividing a market into distinct subsets of consumers with common needs or characteristics is known as ________.

A) target marketing
B) market segmentation
C) mass marketing
D) the marketing concept
E) market evaluation

Question 20

Trends in the markets,such as shifts in age,gender,and income distribution,are often detected through ________ information.

A) demographic
B) sociocultural
C) psychological
D) physiological
E) use-related

Question 21

It is often stated that while ________ determine consumers' need for products and the ability to buy them,________ and consumers' values explain buyers' purchase decisions and the choices they make within the buying options available to them.

A) benefit segmentation; demographics
B) demographics; psychographics
C) psychographics; benefit segmentation
D) psychographics; demographics
E) benefit segmentation; psychographics

Question 22

In the VALS typology,thinkers are motivated by ideals and tend to have high resources.They tend to be well educated and actively seek out information in the decision-making process.This segment tends to prefer ________.

A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Question 23

The ________ is a composite variable based explicitly on marital and family status but implicitly reflects relative age,income,and employment status.

A) psychographic profile
B) family life cycle
C) demographic profile
D) psychological profile
E) hybrid segment

Question 24

In the VALS typology,makers are motivated by self-expression and tend to have low resources.They choose hands-on constructive activities and spend leisure time with family and close friends.This segment tends to prefer ________.

A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Question 25

Lifestyles,also known as ________,consist of activities,interests,and opinions.

A) psychographics
B) demographics
C) geodemographics
D) personality traits
E) benefit segmentation

Question 26

The theory behind geographic segmentation is that ________.

A) people who have the same activities, interests, and objectives will purchase the same products
B) people with the same cultural heritage will have similar needs and values
C) people who live in the same area share some similar needs and wants that differ from those of people living in other areas
D) people who speak the same language have very similar needs and values
E) all people living in the same country will have very similar needs and can be best served by a single advertising campaign

Question 27

The most popular segmentation system combining lifestyle and values is ________.

A) PALS
B) VALS
C) LAPS
D) SALS
E) CALS

Question 28

In the VALS typology,innovators are successful,take-charge people with high self-esteem.Because they have such abundant resources,they exhibit all three primary motivations in varying degrees.They are change leaders and are the most receptive to new ideas and technologies.This segment tends to prefer ________.

A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Question 29

In the VALS typology,________ are motivated by ideals and tend to have low resources.They are generally slow to change and technology averse,and tend to prefer familiar products and established brands.

A) Innovators
B) Believers
C) Thinkers
D) Strivers
E) Experiencers

Question 30

The most popular use of geography in strategic targeting is ________ - a hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means,tastes,preferences,lifestyles,and consumption habits.

A) countersegmentation
B) geodemographics
C) behavioral targeting
D) social class
E) psychographics

Question 31

Teenagers around the world tend to want products that are trendy,entertaining,and image oriented,regardless of where those teens live.This is an example of ________.

A) a usage rate segment
B) a cross-cultural segment
C) a benefit-based segment
D) a cultural segment
E) usage situation segmentation

Question 32

In the VALS typology,achievers are motivated by achievement and tend to have high resources.They have goal-oriented lifestyles that center on family and career.This segment tends to prefer ________.

A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Question 33

________ is felt by many marketers to be a strong indicator of the ability to pay for a product.

A) Age
B) Gender
C) Occupation
D) Education
E) Income

Question 34

Beyond flavor and the presence or absence of sugar,Nicorette offers a gum that will whiten your teeth while satisfying your nicotine craving and helping you quit smoking.This gum has been positioned on the basis of ________.

A) demographic segmentation
B) family life cycle segmentation
C) psychographic segmentation
D) mass marketing
E) benefit segmentation

Question 35

Marketers of many products such as soup,laundry detergent,beer,and dog food have found that a relatively small group of heavy users accounts for a disproportionately large percentage of the total product usage.Targeting these heavy users specifically is an example of ________.

A) benefit-based segmentation
B) demographic segmentation
C) cross-cultural segmentation
D) usage rate segmentation
E) usage situation segmentation

Question 36

Psychographic studies generally use ________ to gauge respondents' level of agreement or disagreement with statements selected from a psychographic inventory.

A) semantic differential scales
B) Likert scales
C) behavior intention scales
D) rank order scales
E) focus groups

Question 37

Segmenting on the basis of cultural heritage can be useful because members of the same culture tend to ________.

A) share the same values, beliefs, and customs
B) speak the same language
C) live in the same areas
D) have similar incomes
E) be loyal to the same brands

Question 38

As a base for market segmentation,________ is/are commonly computed as a weighted index of education,occupation,and income.

A) social class
B) family life cycle
C) personality traits
D) socio-cultural values
E) psychographics

Question 39

The VALS typology classifies the American adult population into eight distinctive subgroups based on their motivations and level of resources.The three primary motivations include ________.

A) ideals, education, and achievement
B) ideals, achievement, and self-expression
C) knowledge, education, and self-expression
D) independence, aptitude, and achievement
E) aptitude, ideals, and self-expression

Question 40

________ implies a hierarchy in which individuals in the same class generally have the same degree of status,whereas members of other classes have either higher or lower status.

A) Usage rate
B) Subculture
C) Family life cycle
D) Social class
E) Religion

Question 41

The behavioral component of brand loyalty involves ________.

A) the frequency and consistency of buying a given brand
B) consumers' feelings of commitment to the brand
C) the benefits offered to consumers as a result of repeated purchase of a given brand
D) the trust consumers place on a given brand
E) how consumers evaluate the functional features of a product or brand

Question 42

Advertising for Hefty One Zip Bags emphasize "peace of mind." Eclipse gum stresses "fresh breath." They are two companies trying to attract customers on the basis of ________ segmentation.

A) use-related
B) benefit
C) lifestyle
D) sociocultural
E) demographic

Question 43

Some marketers target consumers who show no brand loyalty in the belief that they represent greater market potential than consumers who are brand loyal.Consumer innovators,often a prime target for new products,________.

A) tend not to be brand loyal
B) tend to be resistant to change
C) tend to have very limited resources
D) tend to be highly brand loyal
E) tend to be risk averse

Question 44

The most common application of brand loyalty segmentation is ________,where marketers offer rewards to buyers who purchase their offerings consistently.

A) VALS typology
B) microtargeting
C) the psychographic inventory
D) the frequency award program
E) mass marketing

Question 45

The market for toothpaste is a classic case of successful ________ segmentation.If consumers are socially active,they want a toothpaste that can deliver white teeth and fresh breath; if they smoke,they want one that fights stains; if they want to prevent disease,they want one that will fight germs.

A) use-related
B) lifestyle
C) sociocultural
D) family life cycle
E) benefit

Question 46

The attitudinal component of brand loyalty involves ________.

A) the frequency and consistency of buying a given brand
B) consumers' feelings of commitment to the brand
C) the benefits offered to consumers as a result of repeated purchase of a given brand
D) the trust consumers place on a given brand
E) how consumers evaluate the functional features of a product or brand

Question 47

When segments evolve in such a way that they no longer warrant individually designed marketing programs,research aimed at discovering a more generic need or consumer characteristic applicable to the members of two or more segments can be undertaken to facilitate ________.

A) mass marketing
B) target marketing
C) countersegmentation
D) market segmentation
E) microsegmentation

Question 48

A college that decreases the number of courses it offers as a result of under-enrollment in in-depth courses by combining those in-depth courses into one single course is engaging in ________.

A) mass marketing
B) target marketing
C) countersegmentation
D) market segmentation
E) microsegmentation

Question 49

The practice of transmitting individualized messages using e-mail,mobile devices,and even door-to-door presentations to deliver personalized messages to individuals is known as ________.

A) broadcasting
B) mass marketing
C) narrowcasting
D) countersegmentation
E) functional marketing

Question 50

Whether or not consumers need to be informed about a product relates to consumers' ________.

A) awareness status
B) usage situation
C) attitude
D) usage rate
E) learning-involvement

Question 51

The greeting card industry capitalizes on occasions to sell products; this is a perfect example of ________ segmentation.

A) lifestyle
B) benefit
C) usage situation
D) demographic
E) geographic

Question 52

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum.Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000.Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55.Surveys suggest that these younger adults would use the museum more frequently, but have do not have enough time due to the demands of their children and families.In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age.In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members.The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
In the MUSEUM MINI CASE,providing museum members with special perks associated with heavy museum use is an example of a(n)________.

A) micromarketing program
B) relationship program
C) awareness drive
D) countersegmentation strategy
E) segmentation study

Question 53

Research has shown that 25 to 35 percent of beer drinkers account for more than 70 percent of all beer consumed.This is an example of ________ segmentation.

A) benefit
B) usage rate
C) psychographic
D) lifestyle
E) usage-situation

Question 54

________ represent unfilled consumer needs and can be used to develop a positioning approach.

A) Usage rates
B) Usage situations
C) Psychographics
D) Sought benefits
E) Social class

Question 55

Differentiated marketing is a highly appropriate segmentation strategy for ________.

A) innovative companies in new industries with few competitors
B) established companies developing new technologies in their industries
C) financially strong companies that are undisputed market leaders in their industries
D) new companies that are trying to break into the market for an existing product category for which there is already a strong market leader
E) financially strong companies that are well established in a product category and competitive with other firms that are also strong in the category

Question 56

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum.Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000.Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55.Surveys suggest that these younger adults would use the museum more frequently, but have do not have enough time due to the demands of their children and families.In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age.In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members.The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
In the MUSEUM MINI CASE,dividing museum attendees into frequent users,less frequent users,and non-users is known as ________.

A) geographic segmentation
B) benefit segmentation
C) rate of usage segmentation
D) sociocultural segmentation
E) psychographic segmentation

Question 57

________ segmentation differentiates among heavy users,medium users,light users,and nonusers of a specific product,service or brand.

A) Brand awareness
B) Brand loyalty
C) Usage rate
D) Sociocultural
E) Benefit

Question 58

Home Depot uses its individual customer purchase history to design customized ads.This is an example of ________.

A) psychographic segmentation
B) geodeomgraphic segmentation
C) countersegmentation
D) mass marketing
E) behavioral targeting

Question 59

Some marketers target consumers who show no brand loyalty in the belief that they represent greater market potential than consumers who are brand loyal.When shopping and evaluating prices and discounts,switchers are more likely to respond to ________ than other segments.

A) email marketing messages
B) televised marketing messages
C) coupons and price cuts
D) word-of-mouth and buzz marketing
E) point-of-sale displays

Question 60

Campbell's Soup has divided the domestic market into more than 20 regions,each with its own sales managers that develop specific advertising and promotional campaigns geared to local market needs and conditions.This is an example of ________.

A) microtargeting
B) mass marketing
C) ideal targeting
D) counter segmentation
E) hyper-segmentation

Question 61

RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide.It specifically targets vacationers and advertises in travel magazines and through travel web sites with a campaign that emphasizes its quality customer service and well-maintained cars.Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake.For example, Rosetta stocks more convertible cars in its warm California lots than in New York.Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear.
In the RENTAL CAR MINI CASE,Rosetta exercises ________ when it stocks more convertible cars in California than in New York.

A) demographic segmentation
B) geographic segmentation
C) sociocultural segmentation
D) psychographic segmentation
E) usage-situation segmentation

Question 62

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum.Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000.Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55.Surveys suggest that these younger adults would use the museum more frequently, but have do not have enough time due to the demands of their children and families.In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age.In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members.The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
In the MUSEUM MINI CASE,the museum's approach to promoting its new children's programming is best described as ________.

A) countersegmentation
B) mass marketing
C) narrowcasting
D) concentrated marketing
E) demographic segmentation

Question 63

RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide.It specifically targets vacationers and advertises in travel magazines and through travel web sites with a campaign that emphasizes its quality customer service and well-maintained cars.Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake.For example, Rosetta stocks more convertible cars in its warm California lots than in New York.Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear.
In the RENTAL CAR MINI CASE,segmenting consumers on the basis of their purpose for travel is an example of a ________ segmentation basis.

A) cognition-based, consumption-specific
B) cognition-based, consumer-rooted
C) fact-based, consumption-specific
D) fact-based, consumer-rooted
E) consumption-based, consumer-rooted

Question 64

RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide.It specifically targets vacationers and advertises in travel magazines and through travel web sites with a campaign that emphasizes its quality customer service and well-maintained cars.Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake.For example, Rosetta stocks more convertible cars in its warm California lots than in New York.Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear.
In the RENTAL CAR MINI CASE,by focusing on a single segment (vacationers)of the market,Rosetta is using a(n)________.

A) differentiated marketing strategy
B) undifferentiated marketing strategy
C) concentrated marketing strategy
D) mass marketing strategy
E) countersegmentation strategy

Question 65

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum.Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000.Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55.Surveys suggest that these younger adults would use the museum more frequently, but have do not have enough time due to the demands of their children and families.In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age.In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members.The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
In the MUSEUM MINI CASE,the most important differentiating factor between frequent and less frequent users is ________.

A) income
B) age
C) gender
D) education
E) stage of family life cycle

Question 66

RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide.It specifically targets vacationers and advertises in travel magazines and through travel web sites with a campaign that emphasizes its quality customer service and well-maintained cars.Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake.For example, Rosetta stocks more convertible cars in its warm California lots than in New York.Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear.
In the RENTAL CAR MINI CASE,Rosetta focuses on vacation travelers,as opposed to business travelers.Dividing the market in this way is known as ________.

A) psychographic segmentation
B) geographic segmentation
C) demographic segmentation
D) sociocultural segmentation
E) psychological segmentation

Question 67

Most marketers prefer to target consumer segments that are relatively stable in terms of demographic and psychological factors and needs that are likely to grow larger over time.

Question 68

RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide.It specifically targets vacationers and advertises in travel magazines and through travel web sites with a campaign that emphasizes its quality customer service and well-maintained cars.Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake.For example, Rosetta stocks more convertible cars in its warm California lots than in New York.Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear.
In the RENTAL CAR MINI CASE,Rosetta exercises ________ when it stocks large numbers of bigger cars in Colorado.

A) demographic segmentation
B) countersegmentation
C) sociocultural segmentation
D) psychological segmentation
E) usage-situation segmentation

Question 69

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and off shore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples that were looking for a reasonably priced, active vacation.
In the CRUISE MINI CASE,Sunshine is surprised to see that many of its Adventure Cruise guests are retired empty nesters with disposable income and an interest in travel.These consumers are most likely members of ________.

A) the echo boomer generation
B) the Net generation
C) Generation Y
D) Generation X
E) the baby boomer generation

Question 70

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and off shore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples that were looking for a reasonably priced, active vacation.
In the CRUISE MINI CASE,of the eight VALS segments,Sunshine is most likely targeting ________ with its new adventure Cruises.

A) Makers
B) Survivors
C) Experiencers
D) Strivers
E) Believers

Question 71

A company that employs a mass marketing strategy typically offers a variety of specialized products.

Question 72

One advantage of segmented marketing is that it costs less in terms of advertising campaign costs and production costs of a standardized product.

Question 73

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum.Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000.Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55.Surveys suggest that these younger adults would use the museum more frequently, but have do not have enough time due to the demands of their children and families.In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age.In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members.The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
In the MUSEUM MINI CASE,segmenting families based on the age of their children constitutes a ________ segmentation basis.

A) consumer-rooted, fact-based
B) consumer-rooted, cognition-based
C) consumption-specific, fact-based
D) consumption-specific, cognition based
E) consumption-specific, consumer-rooted

Question 74

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and off shore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples that were looking for a reasonably priced, active vacation.
In the CRUISE MINI CASE,Sunshine has developed a new cruise offering and is targeting a single,specific segment with a single marketing message.This is an example of ________.

A) countersegmentation
B) mass marketing
C) microtargeting
D) differentiated marketing
E) concentrated marketing

Question 75

Catering to the distinct needs of consumers by offering them clearly differentiated products is significantly more profitable than mass marketing because it is significantly less expensive.

Question 76

Marketers use segmentation research to identify the most appropriate media in which to place advertisements.

Question 77

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and off shore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples that were looking for a reasonably priced, active vacation.
In the CRUISE MINI CASE,Sunshine specifically markets its party cruises to college students in January and February in anticipation of spring break.This is an example of ________.

A) usage situation segmentation
B) demographic segmentation
C) rate of usage segmentation
D) sociocultural segmentation
E) benefit segmentation

Question 78

When trying to sell the same product to every prospective customer with a single advertising campaign,the marketer must portray its product as a means for satisfying a common or generic need and,therefore,often ends up appealing to nearly no one.

Question 79

Marriott operates 13 lodging brands,such as Fairfield Inn,Residence Inn,and Marriott Resorts.This is an example of Marriott adopting a mass marketing strategy.

Question 80

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and off shore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples that were looking for a reasonably priced, active vacation.
In the CRUISE MINI CASE,Sunshine markets Adventure Cruises as a way to see multiple islands from the comfort of a single ship,alleviating the hassle of flying between islands and staying in a different hotel every couple of nights.Targeting consumers who view this convenience as appealing is an example of ________.

A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation