Question 1

Cosmopolitan magazine, Car and Driver magazine, Secret deodorant, and Axe body wash are all products whose marketers have used segmentation based on:
A) behavior.
B) psychographics.
C) product use.
D) gender.
E) income.

Accepted Answer

The answer of Cosmopolitan magazine, Car and Driver magazine, Secret...

Question 2

A marketer that targets customers based on marital status and the presence and age of children is using:
A) behavioristic segmentation.
B) lifestyle variables.
C) psychographic variables.
D) family life cycle.
E) phase of life segmentation.

Accepted Answer

The marketer is using family life cycle segmentation, which considers the stage of life where customers are in terms of their marital status and the presence and age of their children, to target specific customers.

Question 3

Retail-site location analyses, unique product offerings, and special advertising campaigns are all examples of the use of:
A) market density.
B) demographic segmentation.
C) behavioristic segmentation.
D) environmental segmentation.
E) micromarketing.

Accepted Answer

All of the given examples are related to micromarketing, which refers to the practice of tailoring marketing efforts to a specific group of consumers based on their individual needs and preferences. Retail-site location analyses would involve identifying the best locations to attract a certain target market, unique product offerings would be designed to appeal to a specific group of consumers, and special advertising campaigns would be created to effectively reach a particular audience. These are all examples of micromarketing techniques.

Question 4

With its Venus razor, Gillette was the first marketer to offer a triple blade razor specifically designed for women. This is an example of market segmentation using variables.
A) demographic
B) psychographic
C) geographic
D) family life cycle
E) product use

Accepted Answer

Demographic segmentation involves dividing a market based on characteristics such as age, gender, income, education, etc. Gillette's Venus razor is specifically designed for women, hence it is an example of demographic segmentation based on gender.

Question 5

If Campbell were to offer single serving "Soup for One" packages to household markets, it would be using segmentation based on:
A) income.
B) age.
C) preferences.
D) geographic considerations.
E) family life cycle.

Accepted Answer

The answer of If Campbell were to offer single serving...

Question 6

Systems such as PRIZM and Acorn provide companies with lifestyle and demographic information about neighborhoods throughout the United States. This information is used to aid:
A) behavioristic segmentation.
B) geodemographic segmentation.
C) market density analysis.
D) demographic segmentation.
E) geographic segmentation.

Accepted Answer

PRIZM and Acorn are both geodemographic segmentation systems that combine geographic and demographic data to create more precise segments based on lifestyle and behavior. This information is used to guide marketing efforts and target specific consumer groups based on where they live and how they behave.

Question 7

Which of the following products is most likely to have its market segment based on age?
A) Nike shoes
B) Lipton Iced Tea
C) Bic pens
D) Legos
E) Carpet

Accepted Answer

Legos are primarily marketed towards children and have different sets for different age groups, making it the most likely product to have its market segment based on age. The other products may have a target demographic, but it is not primarily based on age.

Question 8

Kelly's Kids is a home-based business that sells high-quality children's clothing at premium prices using in-home parties. These in-home parties typically cater to families with small children and middle- to upper-middle-class income. Kelly's Kids is using variables to segment its market.
A) demographic
B) psychographic
C) sociographic
D) behavioristic
E) geographic

Accepted Answer

Kelly's Kids is segmenting its market based on specific demographic factors, such as income and age of the children. Demographic variables are based on measurable characteristics of a population, such as age, gender, income, education level, and family size, which can help companies like Kelly's Kids understand their target customers better and tailor their marketing efforts to meet their needs.

Question 9

Family life cycle is most typically based on:
A) income.
B) geographic location.
C) marital status and age of children.
D) occupation.
E) buying power.

Accepted Answer

The family life cycle is based on the marital status and age of children because these factors have a significant impact on the needs, responsibilities, and behaviors of families. For example, a newly married couple may have different needs and priorities than a couple with young children or a couple whose children have left the home. Understanding the family life cycle can help marketers tailor their products and services to meet the specific needs and preferences of different types of families.

Question 10

Justin Franklin's company is interested in locating areas where the average income is high, the average age range is 25-35 years, and the lifestyles of the people involve extreme adventures and dangerous leisure activities. His company would most likely find possible markets through:
A) U.S. Census Bureau information.
B) geographic segmentation variables.
C) geodemographic segmentation.
D) climate information.
E) psychographic segmentation.

Accepted Answer

Geodemographic segmentation combines geographic and demographic information to identify specific market segments. It can provide information on income levels, age ranges, and lifestyles, which are precisely what Justin Franklin's company is interested in.

Question 11

Subaru is producing a new seven-passenger van with all-wheel drive. Which of the following would be the best variables for segmenting the market for this new model?
A) Gender and age
B) Geographic location and family life cycle
C) Income and geographic location
D) Family life cycle and income
E) Geographic location and gender

Accepted Answer

Geographic location is important for this new model because all-wheel drive is a desirable feature in areas with inclement weather, such as snow or rain. Family life cycle is also important because the target market for a seven-passenger van is likely to be families with children.

Question 12

TimeWarner Cable uses a segmentation strategy for its cable TV packages based on market characteristics such as age, gender, or income. Which of the following segmentation variables is being implemented by this ?
A) Demographic variable
B) Geographic variable
C) Psychographic variable
D) Product-related variable
E) Education variable

Accepted Answer

TimeWarner Cable is using demographic variables for segmentation, as these include characteristics like age, gender, and income.

Question 13

Zerex markets its radiator liquid to different markets; one as a coolant and the other as antifreeze. Which of the following segmentation variables is being implemented by Zerex?
A) Demographic variable
B) Psychographic variable
C) Lifestyle variable
D) Geographic variable
E) Behavioristic variable

Accepted Answer

Zerex is using geographic segmentation by marketing its radiator liquid as a coolant in warmer regions and as antifreeze in colder regions, based on the climate differences in these areas.

Question 14

Which of the following is the biggest drawback to using psychographic variables?
A) These variables are not strongly reflective of consumer behavior.
B) These variables are difficult to measure.
C) These variables give poor information about consumer needs.
D) These variables do not reflect socioeconomic characteristics of consumers.
E) The resulting segments are difficult to be reached.

Accepted Answer

Psychographic variables are difficult to measure because they involve subjective attributes like values, attitudes, and lifestyles, which are not as easily quantifiable as demographic data.

Question 15

Which of the following is not one of the major categories of consumer market segmentation variables?
A) Demographic characteristics
B) Geographic variables
C) Psychographic dimensions
D) Situational variables
E) Behavioristic characteristics

Accepted Answer

The major categories of consumer market segmentation variables are demographic characteristics, geographic variables, psychographic dimensions, and behavioristic characteristics. Situational variables are not considered a major category of consumer market segmentation variables.

Question 16

Alpine Ski Shops is looking for new markets for both its brick and mortar retail stores and its catalog division. Alpine Ski Shops would most likely use a(n) base for market segmentation of its stores and a(n) base for market segmentation of its catalog division.
A) behavioristic; geographic
B) geographic; demographic
C) demographic; psychographic
D) environmental; demographic
E) geographic; behavioristic

Accepted Answer

The answer of Alpine Ski Shops is looking for new...

Question 17

Micromarketing is:
A) a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets.
B) developing a very specific marketing mix that will effectively meet the needs of only a small segment of the market.
C) marketing efforts that are tightly controlled by high-level executives in the organization.
D) a way to segment the market to meet the needs of individuals with the same motives and personality attributes.
E) creating advertising that is so specific to a certain type of individual that few people outside that micromarket will respond to the message.

Accepted Answer

Micromarketing is a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets. It involves identifying specific, narrow segments of the market and targeting them with tailored marketing messages and promotions. This approach is suitable for businesses that operate in highly localized markets, such as small towns or neighborhoods.

Question 18

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas. This segmentation variable is known as .
A) micromarketing
B) population
C) market density
D) MSA
E) PMSA

Accepted Answer

Market density refers to the number of potential customers within a specific area, which is a key concern for marketers when segmenting markets based on geographic location.

Question 19

Population density and city size are variables used for market segmentation.
A) geographic
B) demographic
C) psychographic
D) environmental
E) geodemographic

Accepted Answer

Population density and city size are geographic variables used for market segmentation.

Question 20

Which of the following products is least likely to be segmented according to stages in the family life cycle?
A) Single-family homes
B) Cars and SUVs
C) European vacations
D) Soft drinks
E) General Electric appliances

Accepted Answer

Soft drinks are a product that is consumed by individuals across all stages of the family life cycle and therefore, is least likely to be segmented according to stages in the family life cycle. Single-family homes and General Electric appliances may be segmented based on life cycle stages such as first-time homebuyers, growing families, or empty-nesters. Cars and SUVs may also be segmented based on family life cycle stages, such as young families, families with teenagers, and empty-nesters. European vacations may be segmented based on life cycle stages such as honeymooners, families with young children, and retirees.

Quiz 5: Target Markets: Segmentation and Evaluation

Cosmopolitan magazine, Car and Driver magazine, Secret deodorant, and Axe body wash are all products whose marketers have used segmentation based on:

A marketer that targets customers based on marital status and the presence and age of children is using:

Retail-site location analyses, unique product offerings, and special advertising campaigns are all examples of the use of:

With its Venus razor, Gillette was the first marketer to offer a triple blade razor specifically designed for women. This is an example of market segmentation using variables.

If Campbell were to offer single serving "Soup for One" packages to household markets, it would be using segmentation based on:

Systems such as PRIZM and Acorn provide companies with lifestyle and demographic information about neighborhoods throughout the United States. This information is used to aid:

Which of the following products is most likely to have its market segment based on age?

Kelly's Kids is a home-based business that sells high-quality children's clothing at premium prices using in-home parties. These in-home parties typically cater to families with small children and middle- to upper-middle-class income. Kelly's Kids is using variables to segment its market.

Family life cycle is most typically based on:

Justin Franklin's company is interested in locating areas where the average income is high, the average age range is 25-35 years, and the lifestyles of the people involve extreme adventures and dangerous leisure activities. His company would most likely find possible markets through:

Subaru is producing a new seven-passenger van with all-wheel drive. Which of the following would be the best variables for segmenting the market for this new model?

TimeWarner Cable uses a segmentation strategy for its cable TV packages based on market characteristics such as age, gender, or income. Which of the following segmentation variables is being implemented by this ?

Zerex markets its radiator liquid to different markets; one as a coolant and the other as antifreeze. Which of the following segmentation variables is being implemented by Zerex?

Which of the following is the biggest drawback to using psychographic variables?

Which of the following is not one of the major categories of consumer market segmentation variables?

Alpine Ski Shops is looking for new markets for both its brick and mortar retail stores and its catalog division. Alpine Ski Shops would most likely use a(n) base for market segmentation of its stores and a(n) base for market segmentation of its catalog division.

Micromarketing is:

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas. This segmentation variable is known as .

Population density and city size are variables used for market segmentation.

Which of the following products is least likely to be segmented according to stages in the family life cycle?