Question 1

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

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Question 2

What are the three primary motivations of consumers?

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Question 3

What is geoclustering?

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Question 4

Briefly describe single-segment concentration with an example.

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Question 5

Briefly describe the steps in the segmentation process.

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Question 6

Briefly describe product specialization and market specialization.

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Question 7

Professor Albert advises his students to purchase the book "Microbiology by Pelczar," to acquaint themselves with the fundamentals of microbiology. What role does he play in the buying decision of his students?

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Question 8

Characterize psychographic segmentation.

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Question 9

List the three premises on which Anderson's long tail theory is based and the two aspects of internet shopping that supports these premises.

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Question 10

Local marketing reflects a growing trend called grassroots marketing. What are the characteristics of grassroots marketing?

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Question 11

Identify ways in which shopping behaviors differ between men and women.

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Question 12

The VALS segmentation system has evolved into an eight-part typology. List the categories of the eight-part typology.

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Question 13

Explain geographic segmentation.

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Question 14

There are several major segmentation variables that might be used by a marketer to address a consumer market. If the marketer were to use social class, psychographic lifestyle, and readiness stage to segment its market, identify possible segmentation subcategories under each of the three.

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Question 15

Generation Y members are often turned off by overt branding practices and "hard sell." List the different approaches tried by the marketers to reach and persuade them.

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Question 16

What is customer cloning and how is it used?

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Question 17

List the four groups of consumers based on loyalty status.

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Question 18

Identify and describe the three main types of New Luxury products.

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Question 19

Increasingly, companies are finding that their markets are "hourglass shaped." What does this mean for consumers and for marketers?

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Question 20

Explain the five roles in a buying decision: initiator, influencer, decider, buyer, and
user.

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Quiz 8: Identifying Market Segments and Targets