Question 1

Age,gender,and education are bases of which of the following types of segmentation?

Accepted Answer

Demographic segmentation is a type of market segmentation based on specific demographic characteristics of consumers such as age, gender, income, education, family size, and occupation. In this case, the bases of segmentation are age, gender, and education.

Question 2

In reference to consumer characteristics,________ can be determined from direct questioning and categorized by a simple objective measure,whereas ________ are abstract and can be determined only through more complex questioning.

Accepted Answer

Facts can be determined from direct questioning and categorized by a simple objective measure, whereas cognitions are abstract and require more complex questioning to understand.

Question 3

Consumers' characteristics can be classed as either facts or cognitions.In this context,cognitions are abstract,can be determined only through more complex questioning,and generally have no single,universal definitions.Examples of cognitions include ________.

Accepted Answer

Cognitions are abstract and cannot be determined through simple demographic questions. Examples of cognitions include factors such as level of involvement with a product, awareness of product alternatives, and specific benefits desired. Therefore, the correct choice is E.

Question 4

The ________ of a product or service is the value proposition,expressed through promotion,stating the product's or service's capability to deliver specific benefits corresponding to consumers' unfulfilled needs.

Accepted Answer

The statement is describing the process of positioning a product or service, which involves identifying the target customers' unfulfilled needs and communicating how the product or service can fulfill those needs. Segmentation, targeting, and concentrated marketing strategy all play a role in this process, but positioning specifically refers to the communication of the product's value proposition through promotion. Psychographic inventory is a research method that may be used to inform targeting and positioning decisions, but it is not directly related to the definition provided.

Question 5

Which of the following is most likely to successfully follow a mass-marketing strategy?

Accepted Answer

The answer of Which of the following is most likely...

Question 6

The largest age segment in the U.S.population is ________,76 million consumers born between 1946 and 1964.

Accepted Answer

Baby Boomers are the largest age segment in the U.S. population, consisting of 76 million consumers born between 1946 and 1964. Generation X refers to the population segment born between 1965 and 1980, while Generation Y (also known as Millennials) refers to those born between 1981 and 1996. Net Gen and Echo Boomers are often used interchangeably to refer to the generation born after Millennials, typically between 1997 and 2012.

Question 7

Most marketers prefer to target consumer segments that are relatively ________.

Accepted Answer

The answer of Most marketers prefer to target consumer segments...

Question 8

Traditionally,the ________ has been the focus of most marketing efforts.

Accepted Answer

The answer of Traditionally,the ________ has been the focus of...

Question 9

The primary advantage of mass marketing is ________.

Accepted Answer

The answer of The primary advantage of mass marketing is...

Question 10

The fact that salsa outsells ketchup in the southwest,and that Jif peanut butter is preferred in the Midwest over Skippy,is an example of why ________ segmentation is used.

Accepted Answer

The fact that salsa outsells ketchup in the southwest and Jif peanut butter is preferred in the Midwest over Skippy suggests that geographic segmentation is being used. Geographic segmentation divides the market based on geographic criteria such as region, city size, climate, and population density. In this case, the preferences are based on the region of the country, indicating that the market is being segmented geographically.

Question 11

In reference to consumer characteristics,________ stem from consumer's physical,social,and psychological characteristics,whereas ________ are a function of usage behaviors.

Accepted Answer

The first blank refers to characteristics that are inherent to consumers, while the second blank refers to behaviors related to the usage of products. Choice E is the only option that accurately matches these descriptions.

Question 12

Another term for psychographic characteristics is _________.

Accepted Answer

Psychographic characteristics refer to the attitudes, values, interests, and lifestyles of individuals. Therefore, the term that best represents psychographic characteristics is "lifestyles" (option B). The other options refer to different types of consumer characteristics such as age (option A), benefits sought (option C), use-situation factors (option D), and use-related factors (option E).

Question 13

Consumers' characteristics can be classed as either facts or cognitions.In this context,facts can be determined from direct questioning and categorized by a single objective measure.Examples of facts include ________.

Accepted Answer

The answer of Consumers' characteristics can be classed as either...

Question 14

Consumers' characteristics can be classed as either consumer-rooted or consumption-specific.In this context,consumption-specific features are attitudes and preferences toward specific products or buying situations.Examples of consumption-specific features include ________.

Accepted Answer

Consumption-specific features are attitudes and preferences toward specific products or buying situations. Examples of consumption-specific features include usage rate, level of involvement, and psychographics.

Question 15

________ consist(s)of activities,interests,and opinions,which are mostly attitudes toward various issues,and cannot be classified according to standardized definitions.

Accepted Answer

Psychographics refer to the study of personality, values, interests, and attitudes that influence consumer behavior. It includes subjective factors that cannot be simply measured or defined by demographic or socio-economic characteristics.

Question 16

When Henry Ford introduced the Model T,the first affordable,mass-produced car,he stated that consumers "can have a car in any color they want,as long as it is black." Offering the same product to all consumers in this fashion is known as ________.

Accepted Answer

Mass marketing involves offering the same product or service to all customers in a market. Henry Ford's statement about the Model T demonstrates a classic example of mass marketing, as all consumers were offered the same car model in black. Behavioral targeting, benefit segmentation, micro-targeting, and counter-segmentation all involve a more targeted approach to marketing.

Question 17

Consumers' characteristics can be classed as either consumer-rooted or consumption-specific.In this context,consumer-rooted features stem from the consumer's physical,social,and psychological characteristics.Examples of consumer-rooted features include ________.

Accepted Answer

Consumer-rooted features are based on inherent characteristics of the consumer such as personality traits, lifestyles, and family life cycle.

Question 18

________ information is often the most accessible and cost-effective way to identify a target market.

Accepted Answer

Demographic information, such as age, gender, income, and education level, can be easily obtained through census data and surveys, and is often more affordable than other types of market research. It can help identify segments of the population that may be most interested in a product or service.

Question 19

The process of dividing a market into distinct subsets of consumers with common needs or characteristics is known as ________.

Accepted Answer

Market segmentation is the process of identifying and dividing a market into smaller groups of consumers with similar needs or characteristics. This allows companies to create targeted marketing campaigns and tailor their products or services to meet the specific needs of each segment. Target marketing refers specifically to the process of choosing which segment(s) to focus on, while mass marketing is the opposite of segmentation and involves attempting to appeal to the entire market with a single product or campaign. The marketing concept is a philosophy that focuses on meeting customer needs and wants, while market evaluation involves analyzing data and information to assess the potential size and profitability of a target market.

Question 20

Trends in the markets,such as shifts in age,gender,and income distribution,are often detected through ________ information.

Accepted Answer

Demographic information includes characteristics such as age, gender, income, and education level. Therefore, trends related to shifts in these characteristics are best detected through demographic information. Sociocultural and psychological information may also provide insights into market trends, but they are not as directly related to shifts in age, gender, and income distribution. Physiological and use-related information are not typically used to detect market trends.

Quiz 3: Market Segmentation and Strategic Targeting