Question 1

For a market segment to be viable, it should meet each of the following tests, except:
A) the members of the market segment should be ambiguous
B) the market segment must be large enough to be financially viable to market with a separate marketing campaign
C) the market segment must differ from the population as a whole
D) the market segment must be reachable through some type of media or marketing communications

Accepted Answer

The members of a viable market segment should not be ambiguous, as this would make it difficult to effectively target them with marketing efforts. The other three tests listed are important for a market segment to be viable.

Question 2

The following are methods of segmenting consumer markets, except:
A) demographics
B) industry size
C) psychographics
D) generations

Accepted Answer

Industry size is a method of segmenting industrial markets, not consumer markets. The other options, demographics, psychographics, and generations, are all common ways to segment consumer markets.

Question 3

Analysis of buying patterns by gender is an example of segmentation by:
A) psychographics
B) generations
C) demographics
D) usage

Accepted Answer

Demographics involves segmentation based on characteristics such as age, gender, income, etc. Analysis of buying patterns by gender involves the demographic characteristic of gender. Psychographics involves segmentation based on personality traits, values, attitudes, etc. Generations involve segmentation based on age cohorts, such as baby boomers, Gen X, millennials, etc. Usage involves segmentation based on how often or how much a product or service is used.

Question 4

If a company 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 being used to segment the market as the company is targeting children specifically.

Question 5

Many professional sports teams have started targeting ads to females because women:
A) now watch sports as often as men
B) influence the spending habits of men
C) are now the primary fan of most sports
D) have increased earning power

Accepted Answer

Women have been found to influence the spending habits of men when it comes to sports merchandise and tickets. Therefore, sports teams are targeting ads to women in order to attract their attention and indirectly reach out to male fans as well.

Question 6

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 targeting of females is a clear example of gender-based demographic segmentation.

Question 7

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 groups consumers based on their values, beliefs, and lifestyles. This approach allows marketers to gain a better understanding of their target audience's motivations and preferences, which can help them develop more effective communications and marketing strategies. Demographic, generational, and geodemographic segmentation are other commonly used approaches to segmenting consumer markets.

Question 8

Travel agencies have started advertising unique women-only getaways because research:
A) shows that many women are planning a girls-only getaway in the future
B) indicates that women influence a large percentage of the spending habits of males
C) indicates that women are willing to spend more money on a vacation than men
D) suggests that women and children are the primary influencers in a vacation destination spot

Accepted Answer

The question explicitly states that travel agencies are advertising women-only getaways because research "shows that many women are planning a girls-only getaway in the future." Therefore, option A is the correct answer. Options B, C, and D are not supported by the information presented in the question.

Question 9

The following are types of demographic segmentation variables, except:
A) gender
B) lifestyles
C) age
D) income

Accepted Answer

Lifestyles is not a demographic variable, but a psychographic variable. Demographic variables are based on objective and measurable characteristics such as age, gender, income, education, etc. Psychographic variables are based on subjective measures such as personality, values, attitudes, etc.

Question 10

Level of education is an example of segmentation by:
A) psychographics
B) generations
C) demographics
D) geodemographics

Accepted Answer

Demographics refer to characteristics such as age, gender, income, education level, etc. Level of education is one of these demographic characteristics.

Question 11

The method of consumer segmentation that is based on population characteristics is:
A) demographics
B) psychographics
C) geographic
D) polygraphic

Accepted Answer

Demographics is the method of consumer segmentation that is based on population characteristics such as age, gender, income, education, occupation, and marital status. It is one of the most widely used segmentation methods in marketing as it provides a clear and measurable way of segmenting a market. Psychographics, on the other hand, focuses on the psychological and behavioral characteristics of consumers, while geographic segmentation divides a market based on geographic boundaries. Polygraphic segmentation is not a commonly used method of consumer segmentation.

Question 12

African Americans, Hispanics, and Asian American ethnic groups tend to:
A) be less brand loyal than Asian Americans
B) put less value on quality than Caucasians
C) be more brand loyal than Caucasians
D) be primarily concerned with price

Accepted Answer

Research has shown that African Americans, Hispanics, and Asian Americans tend to be more brand loyal than Caucasians. This may be because ethnic groups often have a stronger sense of community and cultural identity, which may translate to stronger loyalty to brands that are perceived to cater to their group.

Question 13

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

Age is the demographic segmentation variable that categorizes consumers by their age range. In this case, the New Orleans Saints marketing team is targeting teenagers, which is a specific age group.

Question 14

Using gender, age, ethnicity, and income as market segmentation variables is the application of which approach?
A) demographics
B) psychographics
C) geographic
D) polygraphic

Accepted Answer

Demographics is the approach of market segmentation that uses factors such as gender, age, ethnicity, and income to classify and understand consumer behavior. This approach focuses on measurable and observable characteristics of a population, which can help marketers identify and target specific consumer groups with tailored marketing strategies. Psychographics, on the other hand, considers the psychological and emotional traits, values, lifestyles, and attitudes of consumers, while geographic segmentation divides a market based on geographical indicators such as location, climate, or cultural differences. Polygraphic segmentation combines multiple segmentation variables to create more specific and targeted market segments.

Question 15

A commercial showing the luxury and quality of a Lexus is based on:
A) geographic segmentation
B) income segmentation
C) ethnic segmentation
D) geodemographic segmentation

Accepted Answer

The commercial focuses on the luxury and quality of a Lexus, which indicates that it is targeting a high-income segment of the population. Therefore, income segmentation is the best choice.

Question 16

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 known as generations or generational cohorts, which refers to groups of people who are born within a particular time frame and share similar life experiences and values. One of the most well-known generational cohorts is the "Baby Boomers," who experienced significant social and political events during their young adulthood, such as the civil rights movement and the Vietnam War. Other generational cohorts include Generation X, Millennials, and Gen Z, who have each experienced their own set of unique events and social trends.

Question 17

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 focuses on the lifestyle, personality, and values of the target market. In this case, targeting males who buy items that reflect "masculinity" is a reflection of their personal values and lifestyle preferences. Therefore, psychographic segmentation would be the most appropriate approach for targeting this group.

Question 18

Attitudes, interests, and opinions are reflected in:
A) demographic market segments
B) geographic market segments
C) psychographic market segments
D) product differentiation programs

Accepted Answer

Psychographic market segments reflect attitudes, interests, and opinions of individuals. Demographic market segments are based on characteristics such as age, gender, income, etc. Geographic market segments are based on geographic locations. Product differentiation programs are strategies used by companies to differentiate their products from competitors.

Question 19

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

The described characteristics of the target market - success, sophistication, receptivity to new technologies, enjoyment of sports, and liberal political views - are related to psychographics, which involves dividing consumers based on attitudes, values, lifestyles, and personality traits.

Question 20

The following are methods of segmenting consumer markets, except:
A) geographic
B) geodemographics
C) distribution channel
D) benefits

Accepted Answer

While geographic, geodemographic, and benefits are all common methods of segmenting consumer markets, distribution channel is not a typical segmentation method. Distribution channels are instead used to determine how to best reach and deliver products to certain market segments.

Quiz 4: The IMC Planning Process

For a market segment to be viable, it should meet each of the following tests, except:

The following are methods of segmenting consumer markets, except:

Analysis of buying patterns by gender is an example of segmentation by:

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

Many professional sports teams have started targeting ads to females because women:

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:

The VALS typology is based on which type of segmentation?

Travel agencies have started advertising unique women-only getaways because research:

The following are types of demographic segmentation variables, except:

Level of education is an example of segmentation by:

The method of consumer segmentation that is based on population characteristics is:

African Americans, Hispanics, and Asian American ethnic groups tend to:

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:

Using gender, age, ethnicity, and income as market segmentation variables is the application of which approach?

A commercial showing the luxury and quality of a Lexus is based on:

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?

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

Attitudes, interests, and opinions are reflected in:

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?

The following are methods of segmenting consumer markets, except: