Question 1

Three forms of business-to-business market segmentation are demographic,geographic,and benefit.

Accepted Answer

The three forms of business-to-business market segmentation are firmographics, behavioral, and psychographic.

Question 2

Buying Revlon makeup because actress Halle Berry uses that brand is an example of the use of benefit segmentation.

Accepted Answer

This scenario is an example of celebrity endorsement, which influences consumer behavior by associating a product with a well-known person, rather than benefit segmentation, which involves dividing the market based on the perceived value, benefit, or advantage consumers see in a product.

Question 3

Vlad Kjinn is doing observation research when he asks people to describe how they brush their teeth.

Accepted Answer

Observation research involves watching subjects and noting their actions or behaviors, not asking them to describe their actions.

Question 4

Scanner-based research is a system for gathering information from a single group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.

Accepted Answer

Scanner-based research is a real research method used to gather information about a single group of respondents by continuously observing their purchase and consumption behavior using scanner data. This data is used to understand the impact of advertising, promotions, and pricing on consumer behavior.

Question 5

When Clorox targets heavy users of bleach,it is using volume segmentation.

Accepted Answer

Volume segmentation is when a company addresses heavy users of their product in order to increase usage and sales. In this case, Clorox is targeting heavy users of bleach, which fits the definition of volume segmentation.

Question 6

____________________ is the ratio of benefits to the sacrifice necessary to obtain those benefits.

Accepted Answer

The answer of ____________________ is the ratio of benefits to...

Question 7

A(n)____________________ takes place when the consumer trades money for desired goods and services.

Accepted Answer

The answer of A(n)____________________ takes place when the consumer trades...

Question 8

One-to-one marketing is synonymous with database marketing.

Accepted Answer

The answer of One-to-one marketing is synonymous with database marketing....

Question 9

Ruby Lennon has invented an easy-to-use product for canning fruits and vegetables.She is trying to decide how to get her product into the hands of people who grow fruits and vegetables for eating.Lennon is concerned with the ____________________ strategy.

Accepted Answer

The answer of Ruby Lennon has invented an easy-to-use product...

Question 10

The ____________________ strategy is concerned with refunds,rebates,fixed costs,variable costs,and anything else that directly affects what is charged for a product.

Accepted Answer

The answer of The ____________________ strategy is concerned with refunds,rebates,fixed...

Question 11

Choosing the brand name,package size,and colour,and the length of warranty are components of the ____________________ strategy.

Accepted Answer

The answer of Choosing the brand name,package size,and colour,and the...

Question 12

A telephone interview collects primary data,and a follow-up interview to the same customer collects secondary data.

Accepted Answer

A telephone interview also collects secondary data, as it is information gathered from a source that already exists. The follow-up interview would also collect primary data, as it is new information gathered directly from the customer.

Question 13

When the manufacturer of Breathe Right nasal strips directs its promotional strategy for its new nasal spray to older athletes who typically exercise less than twice a week,it has identified a ____________________ market.

Accepted Answer

The answer of When the manufacturer of Breathe Right nasal...

Question 14

Loyalty cards are a way for retailers to capitalize on volume segmentation.

Accepted Answer

Loyalty cards allow retailers to track customer purchases and behavior, which can be used to tailor promotions and incentives to different segments of customers based on their purchase history and preferences, thereby increasing sales and customer retention. This is an example of volume segmentation, where customers are divided into different groups based on the amount they spend or the frequency of their purchases.

Question 15

A firm that makes products at the lowest possible cost,regardless of the market,is considered to have a(n)____________________ orientation.

Accepted Answer

The answer of A firm that makes products at the...

Question 16

Marketing to attract customers and funding for museums,symphonies,and zoos is an example of ____________________ marketing.

Accepted Answer

The answer of Marketing to attract customers and funding for...

Question 17

____________________ is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,and services to create exchanges.

Accepted Answer

The answer of ____________________ is the process of planning and...

Question 18

Selling retirement plans to people over the age of 50 is an example of demographic segmentation.

Accepted Answer

Demographic segmentation involves dividing a market into specific groups based on demographic characteristics such as age, gender, income, education, and more. Selling retirement plans to people over 50 is an example of demographic segmentation based on age.

Question 19

The ____________________ is oriented toward identifying consumer needs and producing goods and services that satisfy those needs.

Accepted Answer

The answer of The ____________________ is oriented toward identifying consumer...

Question 20

Basing market decisions on what a product will do rather than on consumer characteristics is called benefit segmentation.

Accepted Answer

Benefit segmentation involves segmenting the market based on the benefits that customers seek from a product rather than demographic or psychographic characteristics.

Quiz 12: Understanding the Customer