Question 1

Attitudes,interests,and opinions are reflected in which type of market segment?
A)Demographic
B)Geographic
C)Psychographic
D)Product

Accepted Answer

Attitudes, interests, and opinions are all components of psychographic segmentation, which divides consumers based on their lifestyle, personality traits, and values. Therefore, C) Psychographic is the correct answer. Demographic segmentation categorizes consumers based on objective characteristics such as age, income, gender, and education (A). Geographic segmentation divides consumers based on their physical location or region (B). Product segmentation categorizes consumers based on their buying behavior and preferences for certain products or services (D).

Question 2

PRIZM is a company that specializes in which type of segmentation?
A)Product differentiation
B)Geodemographic
C)Geographic
D)Psychographic

Accepted Answer

PRIZM specializes in geodemographic segmentation, which involves using a combination of geographic and demographic factors to group consumers with similar lifestyles and behavior patterns. This helps marketers target their audience more effectively by understanding their needs, preferences, and behaviors.

Question 3

A market segmentation approach that focuses on the benefits of a product rather than on the type of customers of a product is which form of segmentation?
A)Demographic
B)Psychographic
C)Benefit
D)Usage

Accepted Answer

Benefit segmentation involves dividing the market based on the benefits that the customer is seeking from the product rather than customer characteristics. It focuses on understanding the needs and wants of customers and how a product can satisfy them.

Question 4

A firm that has a database containing consumer purchasing histories that uses the information to create market segments is using which type of segmentation?
A)Demographic
B)Psychographic
C)Benefit
D)Usage

Accepted Answer

The firm is using usage segmentation because they are segmenting the market based on the consumers' purchasing behavior and history.

Question 5

When Skechers targets California with a special advertising and promotional campaign,which type of segmentation is being used?
A)Psychographics
B)Demographics
C)Geographic area
D)Geodemographics

Accepted Answer

The type of segmentation being used is geographic area, as California is a specific region or area being targeted with the advertising and promotional campaign.

Question 6

All of the following facts about campaigns that target men are true except:
A)men prefer specific information rather than browsing products and brands.
B)men favor products that reflect status and demonstrate they have good taste.
C)men tend to purchase well-known brands.
D)for men,a lower price is more important than higher quality.

Accepted Answer

The other facts stated in choices A, B, and C are generally true for campaigns that target men, but the statement in choice D is not always accurate. While some men may prioritize a lower price, others may be willing to pay more for higher quality or a brand that aligns with their values.

Question 7

If a company sends direct mail only to zip codes in communities that match a firm's best customer profiles,it is using which type of segmentation?
A)Demographic
B)Psychographic
C)Geographic
D)Geodemographic

Accepted Answer

Geodemographic segmentation combines both geographic and demographic segmentation to create more precise target markets. By sending direct mail only to zip codes in communities that match a firm's best customer profiles, the company is using geodemographic segmentation.

Question 8

Which method of segmenting markets is based on the idea that people experience significant external events during their late adolescence and early adulthood that impact their social values,attitudes,and preferences?
A)Demographic
B)Psychographic
C)Generations
D)Geodemographics

Accepted Answer

This method of segmenting markets is called generations because it groups people based on the common experiences they share during a particular time period in their lives. The significant external events during late adolescence and early adulthood that impact social values, attitudes, and preferences are typically shared by individuals who grew up during the same time period, making them members of the same generation. Examples of generations include Baby Boomers, Gen X, and Millennials.

Question 9

Targeting people who buy vitamins to improve their health is an example of which type of segmentation?
A)Demographic
B)Geographic
C)Benefit
D)Geodemographic

Accepted Answer

Benefit segmentation is based on the distinct benefit packages that different groups of consumers are looking for in a product. In this case, the segment is people who buy vitamins to improve their health.

Question 10

Targeting northern U.S.states for sales of snow skis is an example of which type of segmentation?
A)Demographic
B)Geographic
C)Benefit
D)Geodemographic

Accepted Answer

Geographic segmentation divides markets by region, such as countries, states, cities, or neighborhoods. Targeting northern U.S. states indicates geographic segmentation.

Question 11

Targeting people who wish to improve their sex lives using herbs and supplements is an example of which type of segmentation?
A)Demographic
B)Geographic
C)Benefit
D)Geodemographic

Accepted Answer

This is an example of benefit segmentation, as the targeting is based on the benefit or desire to improve one's sex life. It is not based on demographic (age, gender, income), geographic (location), or geodemographic (combination of demographic and geographic) factors.

Question 12

Geodemographic segmentation combines each of the following except:
A)demographics.
B)geographic information.
C)product usage.
D)psychographics.

Accepted Answer

Geodemographic segmentation combines demographics, geographic information, and psychographics to create segments of consumers based on their location, demographics, and lifestyle characteristics. Product usage is a separate variable that can be considered as part of behavioral segmentation.

Question 13

Marketing to individuals who are successful,sophisticated,receptive to new technologies,enjoy sports,and are liberal in their political views is an example of which type of segmentation?
A)Demographic
B)Psychographic
C)Generations
D)Geodemographic

Accepted Answer

This type of segmentation is psychographic because it focuses on individuals' attitudes, values, and lifestyles rather than just their age, gender, or location. The characteristics listed (successful, sophisticated, receptive to new technologies, enjoy sports, liberal political views) are all indicative of a certain mindset or lifestyle rather than a demographic group.

Question 14

Geodemographics combines demographic information,geographical information and which other type of information?
A)Psychographic
B)Generational
C)Global marketing
D)Benefit segmentation

Accepted Answer

Geodemographics combines demographic information (e.g. age, income, education), geographical information (e.g. postal code, city, region) and psychographic information (e.g. lifestyle, values, personality) to segment and target consumers. Generational information, global marketing, and benefit segmentation are not typically included in geodemographics.

Question 15

A commercial showing the luxury and quality of a Lexus is based on which type of market segmentation?
A)Geographic
B)Income
C)Ethnic
D)Geodemographic

Accepted Answer

The commercial is targeting consumers based on their income level, indicating that the market segmentation used is income-based.

Question 16

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?
A)Geographic
B)Psychographic
C)Generational
D)Product use

Accepted Answer

Psychographic segmentation is focused on understanding consumers' attitudes, values, interests, and lifestyles, which can help identify why consumers make certain purchasing decisions. In this case, the target audience is males who value and prioritize their masculinity, which is a reflection of their self-concept and identity. Psychographic data can identify this group and provide insight into their motivations and behaviors, allowing companies to tailor their marketing efforts to resonate with this specific demographic.

Question 17

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females.This is an example of the demographic segmentation variable of:
A)gender.
B)age.
C)income.
D)ethnicity.

Accepted Answer

The advertising campaign is specifically targeted at females, indicating that gender is the demographic segmentation variable being used.

Question 18

If a company's marketing team chooses to focus marketing efforts on children,which demographic variable is being used to segment the market?
A)Gender
B)Age
C)Generations
D)Benefits

Accepted Answer

Age is the demographic variable being used to segment the market, as the marketing efforts are specifically targeted towards children.

Question 19

The VALS typology is based on which type of segmentation?
A)Demographic
B)Psychographic
C)Generations
D)Geodemographic

Accepted Answer

The VALS typology is based on psychographic segmentation, which considers consumers' values, attitudes, and lifestyles. It categorizes individuals into different groups based on their psychological characteristics and behavioral patterns. Demographic segmentation is based on dividing a market by variables such as age, gender, income, and education. Generational segmentation is based on demographic variables that separate people by their birth year. Geodemographic segmentation uses a combination of geographic and demographic factors to identify target markets.

Question 20

The marketing leaders of the New Orleans Saints football team developed an advertising campaign targeted at teenagers.This is an example of the demographic segmentation variable of:
A)gender.
B)age.
C)income.
D)ethnicity.

Accepted Answer

The marketing campaign was developed specifically for teenagers, which is an example of demographic segmentation based on age.

Quiz 4: The Imc Planning Process

Attitudes,interests,and opinions are reflected in which type of market segment?

PRIZM is a company that specializes in which type of segmentation?

A market segmentation approach that focuses on the benefits of a product rather than on the type of customers of a product is which form of segmentation?

A firm that has a database containing consumer purchasing histories that uses the information to create market segments is using which type of segmentation?

When Skechers targets California with a special advertising and promotional campaign,which type of segmentation is being used?

All of the following facts about campaigns that target men are true except:

If a company sends direct mail only to zip codes in communities that match a firm's best customer profiles,it is using which type of segmentation?

Which method of segmenting markets is based on the idea that people experience significant external events during their late adolescence and early adulthood that impact their social values,attitudes,and preferences?

Targeting people who buy vitamins to improve their health is an example of which type of segmentation?

Targeting northern U.S.states for sales of snow skis is an example of which type of segmentation?

Targeting people who wish to improve their sex lives using herbs and supplements is an example of which type of segmentation?

Geodemographic segmentation combines each of the following except:

Marketing to individuals who are successful,sophisticated,receptive to new technologies,enjoy sports,and are liberal in their political views is an example of which type of segmentation?

Geodemographics combines demographic information,geographical information and which other type of information?

A commercial showing the luxury and quality of a Lexus is based on which type of market segmentation?

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females.This is an example of the demographic segmentation variable of:

If a company's marketing team chooses to focus marketing efforts on children,which demographic variable is being used to segment the market?

The VALS typology is based on which type of segmentation?

The marketing leaders of the New Orleans Saints football team developed an advertising campaign targeted at teenagers.This is an example of the demographic segmentation variable of: