Question 1

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 involves dividing a market into different geographical units such as states, regions, countries, cities, or neighborhoods. In this example, the target market is limited to northern U.S. states, representing a geographical segment of the market.

Question 2

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

When Skechers targets California specifically, they are using geographic segmentation, which involves dividing a market based on a specific geographic location or region.

Question 3

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 levels, displaying the luxurious and high-quality features of a Lexus which may appeal to individuals with higher incomes.

Question 4

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 the characteristics that are reflected in psychographic segmentation. Demographic segmentation is based on personal characteristics such as age, gender, income, and education. Geographic segmentation is based on physical location. Product segmentation is based on preferences and loyalty for a particular product or brand.

Question 5

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, as it is utilizing the information from consumer purchasing histories to segment the market based on how often or how much consumers use or purchase the product.

Question 6

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 divides consumers based on their attitudes, beliefs, and values rather than just their demographic characteristics. It looks at what motivates and drives consumer behavior, providing insights into their lifestyles, interests, and personalities.

Question 7

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 involves targeting consumers based on the specific benefits they hope to receive from a product or service. In this case, the benefit is improved health through the use of vitamins.

Question 8

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 is an approach that divides the market based on the benefits that consumers are seeking from a product or service. The focus is on the unique benefits that the product offers, regardless of the specific demographic or psychographic characteristics of the target audience. This type of segmentation helps companies to tailor their marketing messages to the benefits that are most important to their customers, which can improve the effectiveness of their marketing efforts.

Question 9

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 being used to segment the market as the marketing efforts are being focused on children who belong to a specific age group.

Question 10

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

The segmentation approach that deals with the personality, values, and lifestyle of the consumer is psychographic segmentation. In this case, males who purchase items based on their reflection of masculinity have a specific psychographic trait, which can be used to target them with tailored marketing messages.

Question 11

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 information to identify target markets. In this scenario, the company is using zip codes (geographic information) to target communities that match their best customer profiles (demographic information), making it an example of geodemographic segmentation.

Question 12

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 segmentation technique matches the psychographic profile of the target market, which includes attitudes, beliefs, and lifestyle preferences. The information provided in the question goes beyond basic demographic data and suggests a more nuanced understanding of the target market.

Question 13

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

This statement is false. Research has shown that men value quality over price and are willing to pay more for high-quality products.

Question 14

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 is the process of dividing consumers based on a combination of geographical (location) and demographic (age, income, occupation, etc.) factors. This allows companies to better understand their target audience and tailor their marketing strategies accordingly.

Question 15

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 segmentation is based on the benefit or desire of improving one's sex life rather than demographics or geography.

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

The Generations method of segmenting markets is based on the concept that individuals go through significant external events during their formative years (late adolescence and early adulthood) that shape their social values, attitudes, and preferences, leading to distinct generational cohorts with shared characteristics.

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 targeted at females, which is a segmentation based on gender.

Question 18

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

Demographic segmentation involves dividing consumers into groups based on observable characteristics such as age, gender, income, and ethnicity. In this case, the marketing leaders are specifically targeting teenagers, which falls under the age category. Therefore, the correct answer is B) age.

Question 19

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 group consumers based on their characteristics and behaviors. Product usage is not typically included in geodemographic segmentation.

Question 20

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 and geographic information but also incorporates psychographic information, which refers to a person's attitudes, values, interests, and lifestyle. This combination helps marketers to understand consumer behavior and tailor their messaging and strategy to specific geographic areas or consumer segments.

Quiz 4: The Imc Planning Process

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

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

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

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

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

The VALS typology is based on which type of segmentation?

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

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

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

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?

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?

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

PRIZM is a company that specializes in 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?

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 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 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:

Geodemographic segmentation combines each of the following except:

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