Question 1

Which of the following statements about Gen Yers is true?
A)They are often turned off by overt branding practices and "hard sell".
B)They are more likely to associate retirement with "the beginning of the end".
C)They are more pragmatic and individualistic.
D)They were born between 1964 and 1978.
E)They were the first generation to find surpassing their parents' standard of living a serious challenge.

Accepted Answer

Gen Yers, also known as Millennials, are known for being skeptical of traditional marketing tactics and are often turned off by overt branding practices and "hard sell". They prefer brands that align with their values and have a more authentic approach to marketing.

Question 2

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes,equipment,and clothing to many of them,Nike is using which of the following marketing formats?
A)differentiated marketing
B)affiliate marketing
C)guerrilla marketing
D)affinity marketing
E)grassroots marketing

Accepted Answer

Nike is using grassroots marketing, which involves targeting local communities and getting involved with them through sponsorships, events, and other initiatives. By sponsoring local school teams and providing them with equipment and clothing, Nike is building brand awareness and loyalty at the grassroots level.

Question 3

Robert is the owner of an car manufacturing company.He calls for a board meeting and tells his directors that he wants to build a car that lets the users experience power and exhilaration.He tells them that the car must allow his users to soar from 0-60 mph in about 4 seconds.He also adds in that the price of the car must be affordable enough for anybody making a good salary.In accordance with the given scenario,Robert is trying to segment the market on the basis of ________.
A)occupation
B)family size
C)benefits
D)nationality
E)user status

Accepted Answer

Robert is segmenting the market on the basis of benefits, as he wants the car to provide an experience of power and exhilaration while also being affordable for those making a good salary.

Question 4

__________ defines a person's major concern,such as going through a divorce,going into a second marriage,taking care of an older parent,deciding to cohabit with another person,deciding to buy a new home,and so on.
A)Product stage
B)Age stage
C)Life stage
D)Income stage
E)Occupation stage

Accepted Answer

Life stage is the term used to define a person's major concerns depending on their age, marital status, family situation, and other factors. It describes the different phases that individuals go through in terms of their family, work, and personal circumstances. Examples of life stages include adolescence, early adulthood, midlife, and retirement. Therefore, option C is the best choice to define a person's major concerns, such as going through a divorce, taking care of an older parent, and deciding to cohabit with another person.

Question 5

Joe and Emily have just divorced.Which of the following demographic segmentation sub-segment formats might be used by marketers to reach Joe and Emily?
A)life stage
B)benefits
C)age segment
D)personality type
E)social class

Accepted Answer

Joe and Emily have just divorced, indicating a significant life change that could impact their purchasing behavior and preferences. Therefore, a marketer could use the life stage sub-segment format to target them based on their current life stage as divorced individuals. This sub-segment format would take into account their age, income, and family status to create targeted marketing campaigns.

Question 6

Establishing and communicating the distinctive benefit(s)of the company's market offering,for each target segment is called ________.
A)market research
B)market positioning
C)marketing effectiveness
D)market segmentation
E)market dominance

Accepted Answer

Market positioning involves establishing and communicating the unique benefit(s) of a company's market offering for each target segment. Market research involves gathering and analyzing data about a company's target market. Marketing effectiveness is the measurement of how well a company's marketing efforts are performing. Market segmentation involves dividing a market into smaller groups with similar characteristics. Market dominance refers to the extent to which a company has a leading position in a particular market.

Question 7

Regardless of the type of segmentation scheme is employed,the key is adjusting the marketing program to recognize ________.
A)the level of disposable income earned by the target group
B)customer differences
C)the cost-benefit relationship of narrowing the target market
D)customer complaints
E)saturated markets

Accepted Answer

The key to any segmentation scheme is recognizing customer differences and adjusting the marketing program accordingly to address these differences. While factors such as disposable income or market saturation may also impact segmentation strategies, they are not the primary focus. Cost-benefit analysis and responding to customer complaints may also be considerations, but they are not as central to effective segmentation as acknowledging and accommodating customer differences.

Question 8

In a growing trend called __________ marketing,such activities concentrate on getting as close and personally relevant to individual customers as possible.
A)grassroots
B)behavioral
C)retail
D)business
E)VALS

Accepted Answer

Grassroots marketing focuses on targeting a small group or niche audience with the intention of having the members of this group spread the word to a larger audience. It emphasizes personal relevance and close connections with individual customers.

Question 9

Men and women tend to have different ________________________,based partly on genetic make-up and partly on socialization.
A)needs and wants
B)needs,wants and demands
C)logistical requirements
D)attitudinal and behavioral orientations
E)communication needs

Accepted Answer

Attitudinal and behavioral orientations refer to the attitudes and behaviors that men and women tend to exhibit due to a combination of genetics and socialization. This includes differences in things like assertiveness, risk-taking, and emotional expressiveness. While there may also be differences in needs, wants, demands, and communication needs between men and women, these are not as directly related to genetic or social factors. Logistic requirements refer more to practical considerations like schedules and resources.

Question 10

If a marketer decides to segment a market based on neighborhoods,the marketer will have chosen the ________ method of segmentation.
A)demographic
B)psychographic
C)geographic
D)cultural
E)behavioral

Accepted Answer

Neighborhoods fall under the category of geographic segmentation, which is based on physical location and naturally divides consumers based on where they live or work. Demographic segmentation divides consumers based on characteristics such as age, gender, income, and education level. Psychographic segmentation divides consumers based on their lifestyle, values, attitudes, and personality traits. Cultural segmentation divides consumers based on their cultural background and values. Behavioral segmentation divides consumers based on their behaviors, particularly toward a product or service.

Question 11

By mapping the densest areas,the retailer can resort to ____________,assuming that the best prospects live where most of his customers come from.
A)product cloning
B)service cloning
C)customer cloning
D)cluster cloning
E)human cloning

Accepted Answer

Customer cloning involves targeting new customers who are similar to existing ones, often based on geographic or demographic data.

Question 12

Behavioral segmentation variables include:
A)benefits,user status and income
B)benefits,user status and usage rate
C)benefits,user status and age
D)benefits,user status and occupation
E)benefits,user status and culture

Accepted Answer

Behavioral segmentation variables are based on the behavior of the customer towards the product. Benefits and user status could be part of other segmentation categories, and income, age, occupation, and culture are examples of demographic and psychographic segmentation variables. Usage rate is a behavioral segmentation variable as it addresses how frequently or how much a customer uses a product.

Question 13

A ________ consists of a group of customers who share a similar set of needs and wants.
A)vertical marketing system
B)market basket
C)market share
D)market segment
E)market level

Accepted Answer

A market segment consists of a group of customers who share similar needs and wants, and can be targeted with specific marketing strategies to better meet their needs. Vertical marketing systems, market baskets, market share, and market level are all different concepts that are not related to identifying groups of customers with similar needs and wants.

Question 14

If a marketing manager segments the market into culture-oriented,sports-oriented,or outdoor-oriented groups,he or she is segmenting on the basis of ________.
A)loyalty status
B)behavioral occasions
C)user status
D)psychographic lifestyle
E)readiness stage

Accepted Answer

The market segmentation based on culture-oriented, sports-oriented, or outdoor-oriented groups is based on psychographic lifestyle. Psychographic segmentation is based on personality characteristics, values, opinions, and interests of consumers, which helps marketers understand their behavior, attitudes, and overall lifestyle. Therefore, in this case, the marketers are segmenting the market on the basis of the customers' interests and preferences, which is a psychographic segmentation.

Question 15

Newlyweds are an example of a(n)________ segment.
A)life stage
B)age
C)behavior
D)user status
E)income

Accepted Answer

Newlyweds represent a specific life stage, characterized by individuals who have recently gotten married and are starting a new chapter in their lives. This segment may have unique needs and preferences related to housing, household goods, and other products associated with building a new life together.

Question 16

Even when the target market is described in __________ terms (say,a personality type),the link back to demographic characteristics is needed to estimate the size of the market and the media that should be used to reach it efficiently.
A)non-demographic
B)non-geographic
C)non-behavioral
D)non-psychographic
E)demographic

Accepted Answer

The correct answer is "non-demographic" because the sentence contrasts the use of personality types (a psychographic segmentation method) with the need to link back to demographic characteristics for market size estimation and media selection.

Question 17

Pampers divides its market demographically on the basis of ________ into prenatal,new baby,baby,toddler,and preschooler.
A)life stage
B)gender
C)age
D)income
E)social class

Accepted Answer

The answer of Pampers divides its market demographically on the...

Question 18

The process of selecting one or more market segments to enter is called ________.
A)market targeting
B)market dominance
C)market positioning
D)market segmentation
E)market research

Accepted Answer

The process of selecting one or more market segments to enter is known as market targeting. Market segmentation is the process of dividing a market into smaller groups with similar needs and characteristics. Market research involves gathering and analyzing data about a market to understand its characteristics and needs. Market positioning is the process of creating a distinct image and identity in the minds of consumers for a company or its product. Market dominance refers to a company's ability to control a significant portion of a market.

Question 19

Which of the following statements about market segmentation is true?
A)It involves changing the identity of a product,relative to the identity of competing products,in the collective minds of the target market.
B)It is a process of evaluating each segment's attractiveness and selecting one or more to enter.
C)It is a process of creating an image or identity of the product in the minds of the target market.
D)It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants.
E)It is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results.

Accepted Answer

Market segmentation is the process of identifying and profiling distinct groups of buyers who differ in their needs and wants. This allows marketers to tailor their marketing efforts and offerings to each specific segment, increasing the chances of success. Options A, C, and E all refer to different marketing processes and tactics, but they do not accurately describe market segmentation. Option B is more closely related to the process of market targeting, which follows market segmentation.

Question 20

Hilton Hotels customizes rooms and lobbies according to location.This is an example of ________ segmentation.
A)demographic
B)behavioral
C)psychographic
D)geographic
E)cultural

Accepted Answer

Geographic segmentation divides the market based on geographic location such as a country, region, city, or even climate. Hilton Hotels customizes their rooms and lobbies based on the location in which they are situated, making it an example of geographic segmentation.

Quiz 8: Identifying Market Segments and Targets

Which of the following statements about Gen Yers is true?

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes,equipment,and clothing to many of them,Nike is using which of the following marketing formats?

__________ defines a person's major concern,such as going through a divorce,going into a second marriage,taking care of an older parent,deciding to cohabit with another person,deciding to buy a new home,and so on.

Joe and Emily have just divorced.Which of the following demographic segmentation sub-segment formats might be used by marketers to reach Joe and Emily?

Establishing and communicating the distinctive benefit(s) of the company's market offering,for each target segment is called ________.

Regardless of the type of segmentation scheme is employed,the key is adjusting the marketing program to recognize ________.

In a growing trend called __________ marketing,such activities concentrate on getting as close and personally relevant to individual customers as possible.

Men and women tend to have different ________________________,based partly on genetic make-up and partly on socialization.

If a marketer decides to segment a market based on neighborhoods,the marketer will have chosen the ________ method of segmentation.

By mapping the densest areas,the retailer can resort to ____________,assuming that the best prospects live where most of his customers come from.

Behavioral segmentation variables include:

A ________ consists of a group of customers who share a similar set of needs and wants.

If a marketing manager segments the market into culture-oriented,sports-oriented,or outdoor-oriented groups,he or she is segmenting on the basis of ________.

Newlyweds are an example of a(n) ________ segment.

Even when the target market is described in __________ terms (say,a personality type) ,the link back to demographic characteristics is needed to estimate the size of the market and the media that should be used to reach it efficiently.

Pampers divides its market demographically on the basis of ________ into prenatal,new baby,baby,toddler,and preschooler.

The process of selecting one or more market segments to enter is called ________.

Which of the following statements about market segmentation is true?

Hilton Hotels customizes rooms and lobbies according to location.This is an example of ________ segmentation.