Question 1

Geodemographic segmentation combines all 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 identify consumer segments based on their location, demographics, and lifestyle characteristics. However, it does not typically incorporate product usage behaviors.

Question 2

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

The practice described in the question is an example of geodemographic segmentation, which involves using a combination of geographic and demographic data to identify specific target markets. By focusing on zip codes that match a firm's best customer profiles, the company is using both geographic (location-based) and demographic (customer characteristics-based) criteria to segment its target audience.

Question 3

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 buyers' lifestyles, interests, and attitudes. In this case, the behavior of buying items due to their reflection of masculinity can be seen as a part of the individual's personality and values. Therefore, targeting this group based on psychographic segmentation will be more effective.

Question 4

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

Targeting northern U.S. states is based on location, which falls under geographic segmentation.

Question 5

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 is targeted at teenagers, which is a specific age group. Therefore, the demographic segmentation variable being used is age.

Question 6

Target markets exist in two areas: current customers and potential customers.

Accepted Answer

The answer of Target markets exist in two areas: current...

Question 7

In terms of ethnic marketing, the majority of African-Americans want which of the following marketed specifically to them?
A) Clothing
B) Consumer-packaged goods
C) Health and beauty products
D) Entertainment services

Accepted Answer

According to research, the majority of African-Americans prefer health and beauty products marketed specifically to them. This is because African-American hair and skin have different needs compared to other ethnic groups, and there is a demand for products that cater to those needs. Clothing, consumer-packaged goods, and entertainment services also have a market among African-Americans, but health and beauty products are the top choice.

Question 8

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

Accepted Answer

The commercial is targeting consumers based on their income level, as it is promoting the luxury and high-end quality of the Lexus. This fits with income segmentation, where companies target consumers with higher incomes who are more likely to have the purchasing power to buy luxury goods.

Question 9

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

Generations segmentation 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. Generation segmentation divides the population into groups based on characteristics such as birth year, social, economic, and political events that shaped their values and attitudes.

Question 10

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, attitudes, lifestyles, and personalities. Demographic segmentation is based on measurable characteristics such as age, income, and gender, while geodemographic segmentation combines demographic data with geographic data. Generational segmentation groups people based on the era in which they were born.

Question 11

Targeting people who wish to improve their sex lives using herbs and supplements is an example of ________ segmentation.
A) demographic
B) geographic
C) benefit
D) geodemographic

Accepted Answer

This is an example of benefit segmentation because it targets people who are looking to improve their sex lives. It is not based on demographic factors such as age or gender, nor is it focused on a specific geographic region. Geodemographic segmentation would involve targeting people based on both geographic location and demographic factors.

Question 12

In terms of market segmentation, the usage segmentation approach offers each of the following advantages except:
A) a meaningful classification scheme based on actual behavior of customers.
B) ability to reduce a large volume of customer data to a few, concise clusters.
C) ability to measure the growth of each cluster and the migration of customers from one cluster to another.
D) ability to compare a firm's customers with customers from competing firms.

Accepted Answer

All of the options listed in the question are advantages of usage segmentation, except for the ability to compare a firm's customers with customers from competing firms. This is because usage segmentation focuses on classifying customers based on their behavior, rather than comparing them to the behavior of customers from other companies.

Question 13

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

This type of segmentation is geographic area because Skechers is specifically targeting California, which is a specific location.

Question 14

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 is an example of psychographic segmentation, as it is based on characteristics such as attitudes, lifestyle, and values, rather than just demographics or geographic location.

Question 15

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

Accepted Answer

Psychographic market segments are based on attitudes, interests, and opinions of the target market. Demographic market segments are based on demographic characteristics such as age, gender, income, and education. Geographic market segments are based on geographic characteristics such as location, climate, and population density. Product differentiation is a marketing strategy that emphasizes the differences between products in order to make them more appealing to customers.

Question 16

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 uses a combination of demographics (such as age, income, and education) and geography (such as zip codes and neighborhoods) to categorize consumers into distinct segments based on their lifestyles and behavior patterns.

Question 17

A firm that has a database containing consumer purchasing histories that uses the information to create market segments is using ________ segmentation.
A) demographic
B) psychographic
C) benefit
D) usage

Accepted Answer

A firm that uses a database containing consumer purchasing histories to create market segments is using usage segmentation. This type of segmentation divides customers based on the frequency and patterns of their product usage or purchase behavior.

Question 18

A market segmentation approach that focuses on the benefits of a product rather than on the type of customers of a product is called ________ segmentation.
A) demographic
B) psychographic
C) benefit
D) usage

Accepted Answer

Benefit segmentation identifies and categorizes customers based on the benefits they seek from a product rather than demographic or psychographic characteristics. This helps marketers tailor their marketing mix to each segment's specific needs and preferences. Usage segmentation, on the other hand, categorizes customers based on how often they use a product or service.

Question 19

Geodemographics combines demographic information, geographical information and ________ information.
A) psychographic
B) generational
C) global marketing
D) benefit segmentation

Accepted Answer

Geodemographics combines data on demographics such as age, gender, income with information on geography such as postal codes, census tracts, and block groups, and psychographic information such as consumer behavior, lifestyle, and values. This information is used to create a profile of the population of a particular region and help businesses and marketers understand the characteristics of the area and target their products and services accordingly. Generational information, global marketing, and benefit segmentation are not directly relevant to geodemographics.

Question 20

Targeting people who buy vitamins to improve their health is an example of ________ segmentation.
A) demographic
B) geographic
C) benefit
D) geodemographic

Accepted Answer

Benefit segmentation is the process of dividing a market into segments based on the perceived benefits of the product or service. In this case, people who buy vitamins are looking to improve their health, which is a benefit they are seeking. Demographic segmentation is based on demographic characteristics such as age, income, and gender. Geographic segmentation is based on where people live. Geodemographic segmentation combines both demographic and geographic information to divide a market into segments.

Quiz 4: The IMC Planning Process

Geodemographic segmentation combines all of the following 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?

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

Targeting northern U.S. states for sales of snow skis is an example of 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:

Target markets exist in two areas: current customers and potential customers.

In terms of ethnic marketing, the majority of African-Americans want which of the following marketed specifically to them?

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

The VALS typology is based on which type of segmentation?

Targeting people who wish to improve their sex lives using herbs and supplements is an example of ________ segmentation.

In terms of market segmentation, the usage segmentation approach offers each of the following advantages except:

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

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?

Attitudes, interests, and opinions are reflected in ________ segments.

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

A firm that has a database containing consumer purchasing histories that uses the information to create market segments is using ________ segmentation.

A market segmentation approach that focuses on the benefits of a product rather than on the type of customers of a product is called ________ segmentation.

Geodemographics combines demographic information, geographical information and ________ information.

Targeting people who buy vitamins to improve their health is an example of ________ segmentation.