Question 1

________ is/are defined by computing an index based on three quantifiable variables: income, education and occupation.
A) Demographics
B) Social class
C) Psychographics
D) Personality traits
E) Sociocultural values

Accepted Answer

Social class is defined by computing an index based on three quantifiable variables: income, education, and occupation. This is typically referred to as SES (socioeconomic status) and is used by marketers and researchers to understand how consumers' lifestyles, buying behaviors, and attitudes are influenced by their social class.

Question 2

Peter wants to segment the target audience for his frozen yogurt shop based on benefits sought. Unlike demographic variables, the benefits sought variable is difficult to measure, so it is not as ________.
A) profitable
B) stable in terms of consumption patterns
C) identifiable
D) inaccessible
E) expensive to pursue

Accepted Answer

Benefits sought are based on consumers' subjective perceptions and motivations, which can be difficult to identify or measure objectively. This makes it a challenging variable to use for market segmentation, but it can be highly effective when done correctly.

Question 3

Perry & Swift - an investment management firm - used the 2001 P$YCLE Segmentation System, which is part of a database entitled ________.
A) Nielsen MyBestSegments
B) VALS
C) PRIZM
D) Nielsen NetRatings
E) Magazine Readers Index (MRI)

Accepted Answer

The P$YCLE Segmentation System is part of the Nielsen MyBestSegments database, which provides consumer segmentation and market research data.

Question 4

The ________ of a product or service is the process by which a company creates a distinct image and identity for its products, services and brands in consumers' minds.
A) segmentation
B) target
C) positioning
D) psychographic inventory
E) concentrated marketing strategy

Accepted Answer

Positioning refers to the process of creating a unique image and identity for a product or service in consumers' minds that differentiates it from competitors. Segmentation refers to dividing the market into smaller groups based on similar needs or characteristics. Target refers to the specific group of customers that a company aims to sell its products or services to. A psychographic inventory is a tool used to gather information about consumers' attitudes, values, and interests. A concentrated marketing strategy involves targeting a very specific market segment for a product or service.

Question 5

Consumers' characteristics can be classed as either behavioral or cognitive. In this context, behavioral data can be determined from direct questioning and categorized by a single objective measure. Examples of behavioral data 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, quantity of product purchased, and gender
E) level of involvement, awareness of product alternatives, and benefits wanted

Accepted Answer

The answer of Consumers' characteristics can be classed as either...

Question 6

Another term for psychographic characteristics is ________.
A) age
B) lifestyles
C) benefits sought
D) use-situation factors
E) use-related factors

Accepted Answer

Psychographic characteristics refer to the personality, values, attitudes, interests, and lifestyles of a target market. Therefore, the best choice for another term for psychographic characteristics is lifestyles (Option B). Age (Option A) refers to demographic characteristics, benefits sought (Option C) refers to the specific advantages consumers are looking for in a product, and use-situation factors (Option D) and use-related factors (Option E) refer to the context in which a product will be used or the specific features of a product that make it suitable for certain situations or tasks.

Question 7

Which of the following is NOT an example of the recent shift in traditional gender roles in product targeting and advertising?
A) Van Gogh Blue Vodka targeting women
B) Frito-Lay targeting women
C) television shows targeting women
D) department stores targeting men with grooming products
E) Dove Men+Care

Accepted Answer

Television shows targeting women is not a recent shift in traditional gender roles, as women have been a primary audience for many TV shows for decades.

Question 8

Qantas targets four distinct segments: coach passengers, premium economy, business and first class, and uses ________ to clearly differentiate between the options targeted at each segment.
A) positioning
B) behavioral targeting
C) geographic segmentation
D) reverse targeting
E) countersegmentation

Accepted Answer

Qantas uses positioning to clearly differentiate between the options targeted at each segment. Positioning involves creating a unique image and identity for a product or brand in the mind of the target market. Qantas positions its coach passengers as offering affordable travel, premium economy as offering more space and comfort than coach, business and first class as offering luxury and exclusivity.

Question 9

________ 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

Accepted Answer

Demographic information, such as age, gender, income, and location, is usually readily available through census data, market research reports, and online surveys. It is also relatively inexpensive to gather and can provide a good starting point for identifying a target market. While sociocultural, psychological, physiological, and benefit information can also be valuable, they can be more difficult and costly to obtain.

Question 10

Age, gender, and income 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

Accepted Answer

Demographic segmentation divides a market into groups based on demographic variables such as age, gender, income, education level, family size, etc. Therefore, age, gender, and income are bases of demographic segmentation.

Question 11

Which of the following is NOT one of the characteristics of an effective target?
A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruent with the marketer's objectives and resources

Accepted Answer

Inaccessible is not one of the characteristics of an effective target. Effective targets should be identifiable, sizable, reachable, and congruent with the marketer's objectives and resources. Inaccessible targets would be impossible to reach or engage with, making them ineffective for marketing efforts.

Question 12

In reference to consumer characteristics, ________ can be determined from direct questioning or observation and categorized by a simple objective measure, whereas ________ are abstract and can be determined only through more complex psychological and attitudinal questioning.
A) consumption-based features; consumer-intrinsic features
B) behavioral data; cognitive data
C) product-specific features; consumption-based features
D) cognitive data; behavioral data
E) consumer-intrinsic features; consumption-based features

Accepted Answer

Behavioral data can be determined through direct questioning or observation and categorized by a simple objective measure. On the other hand, cognitive data are more abstract and can only be determined through more complex psychological and attitudinal questioning.

Question 13

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

Accepted Answer

Market segmentation is the process of dividing a market into distinct subsets of consumers based on common needs or characteristics. Target marketing is the selection of a specific segment to focus on with marketing efforts. Mass marketing is a strategy of offering a single product or service to the entire market without differentiation. The marketing concept is a business philosophy that emphasizes satisfying customer needs while achieving organizational goals. Market evaluation involves analyzing various factors to determine the attractiveness and potential profitability of a market.

Question 14

Consumers' characteristics can be classed as either consumer-intrinsic or consumption-specific. In this context, consumer-intrinsic features stem from the consumer's physical, social, and psychological characteristics. Examples of consumer-intrinsic features include ________.
A) demographics, gender, and benefits sought
B) usage rate, level of involvement, and psychographics
C) personality traits, cultural values, and income
D) education, consumption-specific attitudes, and social class
E) attitudes regarding shopping, awareness of product alternatives, and benefits wanted

Accepted Answer

Consumer-intrinsic features refer to the physical, social, and psychological characteristics of the consumer. Examples of such features include personality traits, cultural values, and income, which are all listed under option C. Demographics, gender, benefits sought, usage rate, level of involvement, psychographics, education, consumption-specific attitudes, social class, attitudes regarding shopping, awareness of product alternatives, and benefits wanted are mostly related to consumption-specific features.

Question 15

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

Accepted Answer

Marketers prefer stable segments because they provide predictable patterns, making it easier to tailor marketing strategies effectively.

Question 16

Consumers' characteristics can be classed as either behavioral or cognitive. In this context, cognitive factors are abstract, can be determined only through more complex psychological and attitudinal questioning, and generally have no single, universal definitions. Examples of cognitive factors include ________.
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and education
C) personality traits, lifestyles, and gender
D) education, usage situation, and social class
E) cultural values, personality traits, and benefits sought

Accepted Answer

Cognitive factors are abstract and cannot be easily determined through simple observations or demographics. Examples of cognitive factors include cultural values, personality traits, and benefits sought, as they require more complex psychological and attitudinal questioning to discern. The other answer choices include behavioral factors like usage rate, education, or demographics, which are more easily observed and measured.

Question 17

Consumers' characteristics can be classed as either consumer-intrinsic 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 sought
B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities
C) personality traits, lifestyles, and income
D) education, usage situation, and gender
E) personality traits, awareness of product alternatives, and attitudes toward political issues

Accepted Answer

Attitudes toward shopping and benefits sought in products are consumption-specific features as they relate to buying situations. Frequency of leisure activities also falls under the consumption-specific category as it pertains to the products or activities being consumed. Demographics, gender, personality traits, and income are all examples of consumer-intrinsic characteristics as they are inherent to the individual and not specific to the buying situation. Awareness of product alternatives and attitudes toward political issues may also be relevant to certain buying situations but are not generally considered consumption-specific features. Thus, option B is the most appropriate answer.

Question 18

When Colgate divides the pre-teens toothpaste group into four segments and offers each one its own toothpaste, they are using ________ segmentation.
A) demographic
B) sociocultural
C) psychological
D) physiological
E) use-related

Accepted Answer

Colgate is segmenting based on age group, which is a demographic variable. They are dividing the pre-teen market into four segments, presumably based on age ranges, and tailoring a different toothpaste product to each segment.

Question 19

Many marketers target the generation that is 18 to 34 years old, known as the ________.
A) Millenial Generation
B) Generation X
C) Generation Z
D) Net Gen
E) Baby Boomers

Accepted Answer

The Millennial Generation is typically considered to be those born between 1981 and 1996, falling within the age range of 18 to 34 years old. Marketers often target this group due to their large size and significant influence on consumer trends.

Question 20

Traditionally, the ________ has been the focus of most marketing efforts.
A) mother
B) family
C) individual
D) child
E) teen

Accepted Answer

The answer of Traditionally, the ________ has been the focus...

Quiz 2: Segmentation, Targeting and Positioning

________ is/are defined by computing an index based on three quantifiable variables: income, education and occupation.

Peter wants to segment the target audience for his frozen yogurt shop based on benefits sought. Unlike demographic variables, the benefits sought variable is difficult to measure, so it is not as ________.

Perry & Swift - an investment management firm - used the 2001 P$YCLE Segmentation System, which is part of a database entitled ________.

The ________ of a product or service is the process by which a company creates a distinct image and identity for its products, services and brands in consumers' minds.

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

Another term for psychographic characteristics is ________.

Which of the following is NOT an example of the recent shift in traditional gender roles in product targeting and advertising?

Qantas targets four distinct segments: coach passengers, premium economy, business and first class, and uses ________ to clearly differentiate between the options targeted at each segment.

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

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

Which of the following is NOT one of the characteristics of an effective target?

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

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

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

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

Consumers' characteristics can be classed as either consumer-intrinsic 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 ________.

When Colgate divides the pre-teens toothpaste group into four segments and offers each one its own toothpaste, they are using ________ segmentation.

Many marketers target the generation that is 18 to 34 years old, known as the ________.

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