Question 1

__________ segmentation is the segmentation method most directly related to value creation for consumers.
A) Geographic
B) Demographic
C) Psychographic
D) Benefit
E) Geodeomographic

Accepted Answer

Benefit segmentation focuses on the specific benefits or values that consumers are seeking from a product or service. This allows companies to tailor their marketing efforts to appeal to those specific needs and create more value for their target customers. Geographic, demographic, and psychographic segmentation all provide useful information for marketing strategies, but do not directly relate to value creation in the same way as benefit segmentation. Geodemographic segmentation is a combination of both geographic and demographic factors, so it is not the best choice for this question.

Question 2

Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of __________ segmentation.
A) geographic
B) self-concept
C) psychographic
D) benefit
E) behavioral

Accepted Answer

Baby Boomers' self-fulfillment motivation suggests that they are likely to respond well to psychographic segmentation. Psychographic segmentation focuses on dividing the market into groups with similar values, interests, and lifestyles, which aligns well with Baby Boomers' desire for self-fulfillment.

Question 3

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.
A) geodemographic
B) benefit
C) psychographic
D) loyalty
E) geographic

Accepted Answer

The answer of The phrase "birds of a feather flock...

Question 4

PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics. These market research tools are examples of __________ segmentation.
A) geodemographic
B) benefit
C) psychographic
D) loyalty
E) geographic

Accepted Answer

PRIZM and Tapestry both use demographic and lifestyle characteristics to divide and sort small geographic areas, which is the definition of geodemographic segmentation. Benefit segmentation is based on benefits sought by customers, psychographic segmentation is based on personality traits or values, loyalty segmentation is based on level of loyalty to a brand, and geographic segmentation is based on physical location.

Question 5

VALS is the most widely used __________ segmentation tool.
A) geographic
B) behavioral
C) psychographic
D) benefits
E) geodemographic

Accepted Answer

VALS is a psychographic segmentation tool that classifies consumers based on their values, attitudes, and lifestyles. It divides people into eight segments, each with unique characteristics and buying behaviors.

Question 6

Paul is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because
A) it is based on underlying reasons people make choices.
B) it is easier to use than demographics.
C) the travel business doesn't respond well to other approaches to segmentation.
D) psychographics is the preferred method for service businesses.
E) psychographic segmentation is the least expensive method.

Accepted Answer

Psychographics offers an advantage because it is based on underlying reasons people make choices, which can provide deeper insights and more targeted marketing strategies compared to demographics or other segmentation approaches. It is not necessarily easier to use, nor is it the preferred method for service businesses, and its cost effectiveness may vary depending on the specific market and research methods used.

Question 7

Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers are using __________ segmentation.
A) benefit
B) geodemographic
C) psychographic
D) loyalty
E) demographic

Accepted Answer

Benefit segmentation is when marketers divide a market into segments based on the benefits sought by consumers in a product. In this case, toothpaste marketers are targeting consumers who want specific benefits like whiter teeth, gum disease protection, tartar control, or fresh breath.

Question 8

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.
A) demographic; psychographic
B) geographic; geodemographic
C) psychographic; demographic
D) demographic; behavioral
E) demographic; benefit

Accepted Answer

Psychographic segmentation, which involves dividing the market based on personality traits, values, attitudes, interests, and lifestyles of consumers, often provides deeper insights into consumer behavior than demographic segmentation, which categorizes the market by observable characteristics such as age, gender, income, and education. Psychographics can explain why people buy, whereas demographics tend to describe who the buyer is.

Question 9

If values provide goals, and self-concept is the way we see ourselves, lifestyles are
A) visual images of how we should live our lives.
B) our underlying motivations.
C) the way we live our lives to achieve our goals.
D) motivations turned into perceptual maps.
E) determined by demographics.

Accepted Answer

Lifestyles are the way we live our lives to achieve our goals, which are provided by our values and shaped by our self-concept. They reflect our behaviors, attitudes, and habits that characterize how we interact with our environment and make consumer-related decisions. Lifestyle segmentation allows marketers to tailor their marketing mix and communication strategies to meet the needs and preferences of specific consumer groups.

Question 10

Demographic segmentation is segmentation based on all of the following EXCEPT
A) age.
B) gender.
C) education.
D) income.
E) lifestyle.

Accepted Answer

The answer of Demographic segmentation is segmentation based on all...

Question 11

Psychographics is the segmentation method that delves into how consumers
A) adjust to demographic changes.
B) allocate scarce incomes to a variety of goods and services.
C) describe themselves.
D) value their livelihoods.
E) believe other people see them.

Accepted Answer

Psychographics involves understanding consumers' personality traits, values, attitudes, interests, and lifestyles. Describing themselves is a key aspect of psychographics research.

Question 12

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation
A) is available only in limited geographic areas.
B) is rarely used and unproven.
C) offers only one-to-one marketing potential.
D) is a more expensive method for identifying potential customers.
E) is still an unproven area.

Accepted Answer

Psychographic segmentation requires more research and data analysis than demographic segmentation, which can increase the cost of identifying potential customers.

Question 13

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65. Golden Years is using __________ segmentation.
A) benefit
B) self-actualization
C) psychographic
D) loyalty
E) geodemographic

Accepted Answer

Geodemographic segmentation is based on the geographic location of consumers and demographic characteristics such as age, income, and education level. Golden Years Vitamin Corporation is targeting a specific group of consumers living in Florida who are over age 65, which makes it geodemographic segmentation.

Question 14

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on
A) providing classes at convenient times and offering online courses.
B) discount pricing for students taking more than twelve credit hours.
C) the higher average salaries earned by college graduates.
D) the great variety of classes offered.
E) the number of Nobel Prize winners on the faculty.

Accepted Answer

By providing classes at convenient times and offering online courses, the university is targeting students who want to get a degree quickly while still working full time. This allows them to balance their work and study commitments and complete their degree in a shorter period of time. Discount pricing (B), higher average salaries (C), variety of classes (D), and Nobel Prize winners on the faculty (E) may also be attractive to some students, but they do not specifically address the needs of students who want to get a degree quickly while still working full time.

Question 15

The Lite beer commercial with the slogan, "less filling, tastes great," was based on __________ segmentation.
A) geographic
B) geodemographic
C) psychographic
D) benefit
E) loyalty

Accepted Answer

The slogan "less filling, tastes great" suggests that the segmentation used was benefit segmentation, which focuses on the benefits and features that consumers are looking for in a product.

Question 16

Gloria is opening an upscale women's clothing store in a growing suburban residential area. Gloria knows her target market is upper-income women living within twenty miles. She can't afford to purchase a PRIZM or Tapestry analysis, so she will most likely use __________ as a basis for targeting her market.
A) voter registration lists
B) the city phone book
C) real estate values by subdivision
D) public school enrollment data
E) new construction data

Accepted Answer

Real estate values by subdivision can provide a good indication of the income level and demographic characteristics of the residents in the area. This can help Gloria target her market without the expense of a PRIZM or Tapestry analysis. Voter registration lists, the city phone book, public school enrollment data, and new construction data may not provide as much insight into the target market's income level and demographic characteristics.

Question 17

To develop psychographic segments, the marketer must understand consumers'
A) age, income, and education.
B) gender, race, and religion.
C) disposable personal income, benefit perceptions, and alternative egos.
D) self-values, self-concept, and lifestyles.
E) buying patterns and behaviors.

Accepted Answer

Psychographic segmentation requires understanding consumers' internal characteristics such as self-values, self-concept, and lifestyles. Age, income, education, gender, race, and religion are all demographic factors, and buying patterns and behaviors are behavioral factors, which are not the main focus of psychographic segmentation. Disposable personal income, benefit perceptions, and alternative egos can be related to psychographic segmentation, but they are not as comprehensive as self-values, self-concept, and lifestyles.

Question 18

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club. These images are designed to appeal to consumers' __________, suggesting "be like me."
A) geographic choices
B) self-concepts
C) loyalty references
D) benefit perceptions
E) demographics

Accepted Answer

The use of images of young people laughing and enjoying themselves on a beach or in a club in television commercials is designed to appeal to consumers' self-concepts, suggesting "be like me." The commercials are trying to create a connection between the consumers and the image presented in the advertisement, and it is based on the consumer's self-concept or how they see themselves.

Question 19

Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to
A) emphasize the benefits these consumers are looking for in a college education.
B) lower the price for this market segment.
C) offer alternative courses based on geographic location.
D) employ loyalty marketing strategies.
E) use micromarketing strategies.

Accepted Answer

By understanding the motivations of nontraditional college students, marketers can emphasize the benefits that these consumers are looking for in a college education, such as personal growth, career advancement, and improved job prospects. This can help to attract and retain these students by demonstrating how obtaining a degree or certification can satisfy their desire for self-respect and self-fulfillment.

Question 20

Television advertising has recently expanded to include mini-ads, which are short ads lasting five to ten seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. This type of advertising will be more useful to marketers engaged in __________ segmentation.
A) demographic
B) psychographic
C) behavioral
D) benefits
E) geographic

Accepted Answer

The answer of Television advertising has recently expanded to include...

Quiz 9: Segmentation, Targeting, and Positioning

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of __________ segmentation.

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics. These market research tools are examples of __________ segmentation.

VALS is the most widely used __________ segmentation tool.

Paul is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because

Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers are using __________ segmentation.

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.

If values provide goals, and self-concept is the way we see ourselves, lifestyles are

Demographic segmentation is segmentation based on all of the following EXCEPT

Psychographics is the segmentation method that delves into how consumers

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65. Golden Years is using __________ segmentation.

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on

The Lite beer commercial with the slogan, "less filling, tastes great," was based on __________ segmentation.

To develop psychographic segments, the marketer must understand consumers'

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club. These images are designed to appeal to consumers' __________, suggesting "be like me."

Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to