Question 1

Which factor is not included in a psychographic segmentation strategy?&#10;A) Personality&#10;B) Marital status&#10;C) Life style&#10;D) All of above&#10;E) None of above

Accepted Answer

Psychographic segmentation involves dividing a market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. Marital status is not included in psychographic segmentation; it is considered a demographic factor.

Question 2

Which factor is not included in a geographic segmentation strategy?&#10;A) Zip codes&#10;B) CBSA's&#10;C) DMA's&#10;D) Sales regions&#10;E) VAL's

Accepted Answer

VAL's (Values, Attitudes, and Lifestyles) segmentation is based on psychographic factors, not geographic factors. Geographic segmentation involves dividing a market based on location such as zip codes, CBSA's (Core Based Statistical Areas), DMA's (Designated Market Areas), and sales regions.

Question 3

Which factor is not included in a purchase/use segmentation strategy?&#10;A) Amount&#10;B) Price sensitivity&#10;C) Buyer status&#10;D) Ethnicity&#10;E) Frequency

Accepted Answer

Ethnicity is not typically a factor in a purchase/use segmentation strategy, which focuses on aspects related to the purchasing and usage patterns of consumers, such as amount, price sensitivity, buyer status, and frequency of purchase. Ethnicity is more relevant in demographic segmentation.

Question 4

Which segmentation category is missing from a target audience that was described as female, sport-oriented, and living in large metropolitan areas?&#10;A) Geographic&#10;B) Demographic&#10;C) Purchase/Usage&#10;D) Psychographic&#10;E) Communication

Accepted Answer

Purchase/Usage segmentation is missing, as the description includes Geographic (living in large metropolitan areas), Demographic (female), and Psychographic (sport-oriented) segments, but does not mention how often or why the target audience purchases or uses the product.

Question 5

The buyer status segmentation strategy includes four specific categories, except:&#10;A) Brand switchers&#10;B) First time buyers&#10;C) Loyal customers&#10;D) Competitive buyers&#10;E) Non-interested

Accepted Answer

The buyer status segmentation strategy typically includes categories like brand switchers, first-time buyers, loyal customers, and non-interested individuals. "Competitive buyers" is not a standard category in this segmentation strategy.

Question 6

Purchase rate segmentation focuses on:&#10;A) Prices&#10;B) Loyalty&#10;C) Volume&#10;D) Experiences&#10;E) Value

Accepted Answer

Purchase rate segmentation is primarily concerned with categorizing customers based on the volume of products or services they buy, rather than factors like loyalty, price sensitivity, or the value they perceive in the offerings.

Question 7

Market segmentation that is used for the development of creative and media advertising must always be very:&#10;A) Accurate&#10;B) Specific&#10;C) Analytical&#10;D) Comprehensive&#10;E) General

Accepted Answer

Market segmentation for advertising should be specific to effectively target and communicate with the intended audience, ensuring that the message resonates and engages the right consumers.

Question 8

Which of the four segmentation categories is the most important for planning Integrated Marketing Communication programs? Explain your choice.

Accepted Answer

The answer of Which of the four segmentation categories is...

Question 9

Select five demographic characteristics and discuss how they could be helpful in planning adverting for a brand.

Accepted Answer

The answer of Select five demographic characteristics and discuss how...

Question 10

Which of the buyer status categories are most important for a new brand that is just being introduced into the market? Explain your answer and be specific.

Accepted Answer

The answer of Which of the buyer status categories are...

Deck 5: Segmentation Strategies: Prioritizing Target Groups for Marketing Communication