Question 1

Your new employer has asked you, as a new marketing graduate, to identify a group of potential customers who might respond in a similar way to a given set of marketing efforts. You have been asked to identify a(n) ________.
A) target market
B) market segment
C) market
D) market strategy
E) undefined niche

Accepted Answer

A market segment refers to a group of potential customers who have common needs and characteristics that are significant for marketing purposes. Identifying a specific market segment would allow the marketer to tailor their marketing efforts to meet the specific needs and preferences of that group. Therefore, identifying a market segment is an appropriate response to the given scenario. A target market refers to the specific group of customers that a company aims to reach with its marketing efforts, which is more specific than identifying a market segment. A market refers to the overall demand for a product or service, which is much broader than a market segment. A market strategy refers to the plan of action that a company uses to reach its target market, while an undefined niche refers to a potential market segment that has not yet been identified or developed.

Question 2

Which of the following is the most popular base for segmenting markets?
A) demographic
B) needs
C) psychographic
D) behavioral
E) values

Accepted Answer

Demographic segmentation is the most popular base for segmenting markets as it divides the market based on measurable characteristics such as age, gender, education, income, occupation, etc. These factors are easy to measure and provide marketers with a clear understanding of their target audience. Moreover, demographic segmentation has been found to be effective in predicting consumer behavior and preferences.

Question 3

________ is communicating a product or service message to as broad a group of people as possible with the purpose of positively influencing sales.
A) Market targeting
B) Target marketing
C) Mass marketing
D) Positioning
E) Multisegment marketing

Accepted Answer

Mass marketing is the practice of communicating a product or service message to a large, diverse group of people with the aim of positively influencing sales. This approach does not involve targeting a specific market segment or demographic, but rather attempts to reach the widest possible audience.

Question 4

The initial method of segmenting a population is usually ________.
A) lifestyle
B) needs
C) usage
D) loyalty
E) demographic

Accepted Answer

Demographic segmentation, which involves identifying different groups based on characteristics such as age, gender, income, education, and occupation, is often the initial method of segmentation as it provides a basic understanding of the target population. It is easier to obtain demographic information through various sources, and it also helps in identifying the specific needs and preferences of each group. However, other methods such as lifestyle, needs, usage, and loyalty can be used to further refine the segmentation process.

Question 5

The most basic forms of market segmentation involve ________ and ________ criteria.
A) psychographic; behavioral
B) psychographic; demographic
C) behavioral; needs
D) values; demographic
E) values; needs

Accepted Answer

The most basic forms of market segmentation involve demographic and psychographic criteria. Demographic criteria include age, gender, income, education, occupation, and ethnicity. Psychographic criteria involve lifestyle, personality characteristics, and values.

Question 6

Examples of ________ segmentation variables include integrity, respect, and honesty.
A) behavioral
B) psychographic
C) values
D) loyalty
E) needs

Accepted Answer

These variables are related to values, making C the correct choice. Behavioral segmentation variables would be related to actual actions taken, such as previous purchases or website activity. Psychographic segmentation variables would be related to personality, attitudes, and lifestyles. Loyalty segmentation would be related to customer loyalty and frequency of purchases. Needs segmentation variables would be related to specific needs or desires of the customer.

Question 7

Which of the following criteria is it most important that a group meet in order to be considered a true segment?
A) be replicable over time
B) be diverse demographically
C) have similar loyalty rates
D) be a heterogeneous set
E) be underserved by competitors

Accepted Answer

Replicability over time is the most important criterion for a group to be considered a true segment because it allows the marketer to target the segment consistently and effectively. Diverse demographics, similar loyalty rates, heterogeneity, and being underserved are also important criteria, but they are secondary to replicability over time.

Question 8

Consumers can show their allegiance to retail outlets or product or service brands. Marketers can use this information to segment consumers by ________.
A) life events
B) loyalty
C) values
D) perception
E) needs

Accepted Answer

Consumers who show loyalty to retail outlets or product or service brands can be segmented based on their loyalty.

Question 9

Demographic segmentation is so frequently used in market segmentation because it ________.
A) creates smaller segments than other methods do
B) creates more easily reached segments than other methods do
C) does not involve stereotypes
D) involves the easiest information to obtain
E) involves the fewest attributes

Accepted Answer

Demographic information is typically easy to obtain and measure, making it a convenient basis for segmenting markets.

Question 10

Many firms make an effort to identify smaller, better-defined target groups by using ________.
A) user rates
B) loyalty segmentation
C) multiple segmentation bases
D) positioning
E) mass marketing

Accepted Answer

Multiple segmentation bases allow firms to identify smaller, more specific target groups by considering various characteristics such as demographics, psychographics, and behavior patterns. This helps companies tailor their marketing efforts to reach these specific segments and improve their effectiveness. User rates and loyalty segmentation can be part of multiple segmentation bases, but they are not comprehensive enough on their own to identify smaller, better-defined target groups. Positioning and mass marketing are not relevant in this context.

Question 11

The ________ is a group of characteristics that is used to assign segment members.
A) perceptual map
B) demographic base
C) segmentation base
D) USP
E) position statement

Accepted Answer

Segmentation base is a group of characteristics used to categorize and target specific groups of consumers. It can include demographic, geographic, psychographic, and behavioral variables.

Question 12

The division of buyers into groups based on lifestyle, class, or personality characteristics is ________ segmentation.
A) behavioral
B) psychographic
C) values
D) demographic
E) needs

Accepted Answer

Psychographic segmentation divides buyers into groups based on personality characteristics, values, and lifestyles. Behavioral segmentation is based on buying behavior, demographic is based on characteristics like age, income, and education, and needs segmentation is based on consumers' needs and wants. Values segmentation is not a commonly recognized segmentation strategy.

Question 13

Which of the following is the process of dividing a market into meaningful and distinct customer groups?
A) market targeting
B) segmentation
C) positioning
D) competitive advantage
E) differentiation

Accepted Answer

Segmentation is the process of dividing a market into meaningful and distinct customer groups based on characteristics such as demographics, psychographics, behaviors, and needs. This helps companies tailor their marketing efforts and product offerings to better meet the specific needs and wants of each segment. Market targeting refers to the process of selecting one or more segments to focus on. Positioning is the process of establishing a unique image and identity in the minds of consumers for a brand or product. Competitive advantage and differentiation refer to the ways in which a company can stand out from its competitors, but do not specifically relate to the process of dividing a market into segments.

Question 14

The division of buyers into groups based on their current and desired level of interaction with a particular market category is ________ segmentation.
A) behavioral
B) psychographic
C) values
D) demographic
E) needs

Accepted Answer

Needs segmentation involves dividing buyers into groups based on their current and desired level of interaction with a market category, focusing on their specific needs and preferences.

Question 15

Which type of segmentation is most related to the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?
A) behavioral
B) psychographic
C) needs
D) impulse
E) values

Accepted Answer

Behavioral segmentation is based on observable behavior of consumers such as their purchasing habits, usage rates, brand loyalty, and other behaviors related to the product or service. The use of the word 'when' in the question is related to behavior and therefore, behavioral segmentation is the most related type of segmentation.

Question 16

The division of buyers into groups based on what they prefer and what motivates them to respond to marketing activities is ________ segmentation.
A) behavioral
B) psychographic
C) values
D) demographic
E) needs

Accepted Answer

The answer of The division of buyers into groups based...

Question 17

The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation.
A) behavioral
B) psychographic
C) values
D) demographic
E) needs

Accepted Answer

Behavioral segmentation refers to dividing buyers into groups based on their behavior, such as their knowledge, attitudes, uses, or responses to a product. Psychographic segmentation would focus more on personality traits and lifestyle choices, values segmentation would focus on moral beliefs, demographic segmentation would focus on characteristics like age, gender, and income, and needs segmentation would focus on identifying customer needs and preferences.

Question 18

Which of the following is NOT an example of a demographic segmentation variable?
A) lifestyle
B) income
C) ethnicity
D) gender
E) age

Accepted Answer

Lifestyle is a psychographic segmentation variable, not a demographic segmentation variable. Demographic segmentation variables are based on measurable characteristics such as age, gender, income, ethnicity, etc.

Question 19

Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________.
A) operating characteristics
B) purchasing approaches
C) situational factors
D) personal characteristics
E) brand personalities

Accepted Answer

Business marketers do not typically use brand personalities as a variable to segment their markets. They focus more on practical factors such as operating characteristics, purchasing approaches, and situational factors. Personal characteristics may also be considered, but not to the extent that a consumer marketer would use them.

Question 20

Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?
A) geographic
B) behavioral
C) needs
D) demographic
E) psychographic

Accepted Answer

Pendergraff Pet Supplies is using demographic segmentation, which bases market segmentation on quantifiable statistics such as age, gender, income, education, and occupation. In this case, they are dividing the pet market according to race, occupation, income, and family life cycle.

Quiz 10: Segmenting, Targeting, and Positioning

Your new employer has asked you, as a new marketing graduate, to identify a group of potential customers who might respond in a similar way to a given set of marketing efforts. You have been asked to identify a(n) ________.

Which of the following is the most popular base for segmenting markets?

________ is communicating a product or service message to as broad a group of people as possible with the purpose of positively influencing sales.

The initial method of segmenting a population is usually ________.

The most basic forms of market segmentation involve and criteria.

Examples of ________ segmentation variables include integrity, respect, and honesty.

Which of the following criteria is it most important that a group meet in order to be considered a true segment?

Consumers can show their allegiance to retail outlets or product or service brands. Marketers can use this information to segment consumers by ________.

Demographic segmentation is so frequently used in market segmentation because it ________.

Many firms make an effort to identify smaller, better-defined target groups by using ________.

The ________ is a group of characteristics that is used to assign segment members.

The division of buyers into groups based on lifestyle, class, or personality characteristics is ________ segmentation.

Which of the following is the process of dividing a market into meaningful and distinct customer groups?

The division of buyers into groups based on their current and desired level of interaction with a particular market category is ________ segmentation.

Which type of segmentation is most related to the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

The division of buyers into groups based on what they prefer and what motivates them to respond to marketing activities is ________ segmentation.

The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation.

Which of the following is NOT an example of a demographic segmentation variable?

Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________.

Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?