Question 1

Which of the following is the process of separating,identifying,and evaluating the layers of a market to design a marketing mix?

Accepted Answer

Market segmentation is the process of separating, identifying, and evaluating the layers of a market to design a marketing mix. This involves dividing the overall market into smaller groups of consumers who have similar needs and characteristics, and creating targeted marketing strategies for each segment. Option A, a marketing strategy, refers to the overall plan for achieving marketing objectives, while option B, a marketing division, is not a commonly used term in marketing. Option D, market layering, is not a recognized term in marketing.

Question 2

A marketer who took the city and the climate into consideration as marketing variables was concerned about which type of segmentation?

Accepted Answer

Geographic segmentation is when a marketer divides their market based on geographic variables such as region, city, or climate. Thus, the marketer who took the city and climate into consideration is using geographic segmentation.

Question 3

Demography is the study of which of the following?

Accepted Answer

Demography is the study of populations, specifically focusing on statistical characteristics such as ages, births, deaths, and other vital statistics.

Question 4

Rikki Eckstein believes that it is wrong to eat pork or touch a pig carcass.His belief is so strong that he will not eat in a restaurant that serves pork.This is an example of which of the following influences on consumer buying decisions?

Accepted Answer

This is an example of cultural influence on consumer buying decisions, as Rikki Eckstein's belief is based on cultural and religious values surrounding the consumption of pork. It is not related to physiological, individual, or psychological factors.

Question 5

When compared to the business market,the consumer market is best described by which of the following?

Accepted Answer

The consumer market is made up of individuals and households, which are more geographically dispersed than businesses which usually have a more localized customer base.

Question 6

Which of the following is an example of an individual factor that influences someone's decision to buy a Dalmatian puppy?

Accepted Answer

The person's personality is an individual factor that may influence their decision to buy a Dalmatian puppy. For instance, if someone prefers an active lifestyle, they might be more inclined to choose a Dalmatian over a more sedentary breed.

Question 7

Selling more rainwear in Vancouver than in Edmonton due to the annual rainfall is an example of which type of marketing segmentation?

Accepted Answer

The segmentation is based on geographic factors, specifically the difference in annual rainfall between Vancouver and Edmonton.

Question 8

Topik is a product that is sprayed on thinning hair to make the hair appear thicker.The manufacturer has identified its potential market as blue-collar workers who earn less than $30,000 per year,are divorced,and who like to think of themselves as weekend athletes.Which segmentation variables are being used to identify the Topik target market?

Accepted Answer

The segmentation variables being used to identify the Topik target market are demographic (income level and marital status) and psychographic (self-image as weekend athletes).

Question 9

Which of the following is an example of a social factor that influences the consumer decision-making process?

Accepted Answer

Family is a social factor that influences the consumer decision-making process. Family members can provide information, advice, and emotional support that can influence a consumer's decision to purchase a product or service. Family members can also influence a consumer's values and beliefs, which can affect their purchasing decisions.

Question 10

For the Mazda purchasing agent who buys materials needed to build the Mazda 6,the purchase of Mazda 6 windshields from a new supplier would require which of the following?

Accepted Answer

The answer of For the Mazda purchasing agent who buys...

Question 11

What is a basic form of market segmentation that uses variables such as age,education,and income?

Accepted Answer

Demographic segmentation is the basic form of market segmentation that uses variables such as age, education, and income. It divides the market into different segments based on observable characteristics of the target audience, allowing marketers to customize their messaging and offerings to better reach and resonate with specific groups.

Question 12

Which of the following is an example of an individual factor that influences the consumer decision-making process?

Accepted Answer

Personality is an individual factor that influences the consumer decision-making process. Personality traits such as extroversion or introversion, openness to experience, and impulsivity all play a role in how a consumer makes purchasing decisions.

Question 13

Beth and Ruth Metzger buy and use Tide detergent,Crest toothpaste,and generic aspirin because that is what their parents did.They also always use a grocery list when shopping at the supermarket and refuse to allow their children to sell fundraising merchandise in their neighbourhoods,just as their parents did.The behaviour of the Metzger sisters is a result of which of the following factors?

Accepted Answer

The behaviour of the Metzger sisters is a result of the socialization process, which includes learning and adopting cultural norms and values from parents and other significant individuals. The fact that they buy and use certain brands and follow certain shopping behaviours because that's what their parents did is an example of socialization. The other choices are not applicable to the scenario: A) The individualization process refers to how individuals distinguish themselves from others and develop a unique identity. B) Acculturation is the process of adapting to a new culture. D) Generic reference groups are groups that individuals use as a comparison for their own attitudes and behaviours but do not actively participate in.

Question 14

When compared to the consumer market,the business-to-business market is best described by which of the following?

Accepted Answer

Business-to-business markets often use more direct channels of distribution because transactions typically involve larger quantities and more specialized products, requiring direct interaction between the buyer and seller.

Question 15

For a newly married man who has acquired three young children with his new bride,the selection of a vacation site would more than likely require which of the following behaviours because he has never had children before?

Accepted Answer

The answer of For a newly married man who has...

Question 16

Which type of market segmentation strategy was Kimberly-Clark,the manufacturer of Huggies diapers,using when it introduced Poise and Depend brands for adults?

Accepted Answer

Demographic segmentation focuses on characteristics such as age, gender, income, and education. Kimberly-Clark introduced Poise and Depend brands for adult incontinence, indicating that they were targeting a specific demographic group (older adults with bladder control issues) rather than focusing on psychographic, physiological, or geographic criteria.

Question 17

Volkswagen has been successful in targeting 35- to 55-year-old consumers with its technology-laden New Beetle.Which type of market segmentation identifies this market?

Accepted Answer

Demographic segmentation divides the market based on demographic factors such as age, gender, income, education, and occupation. In this scenario, Volkswagen has targeted consumers in the age group of 35 to 55 years, which is a clear example of demographic segmentation.

Question 18

Which of the following is the division of markets into different groups?

Accepted Answer

Market segmentation is the division of markets into different groups based on various criteria such as demographics, psychographics, behavior, and geography. This helps in targeting specific groups with tailor-made marketing strategies and products to cater to their needs and preferences. Product segmentation refers to the categorization of products based on various parameters, tactical marketing is a strategy used to achieve short-term goals, and market layering is not a commonly used term in marketing.

Question 19

People with common activities,interests,and opinions are grouped together into a given lifestyle.A company that segments its market according to these different lifestyles is using which type of segmentation?

Accepted Answer

Psychographic segmentation categorizes people according to their values, beliefs, interests, and personality traits. Therefore, grouping people together based on their common activities, interests, and opinions aligns with psychographic segmentation.

Question 20

Which of the following is most likely an example of a consumer using routine response behaviour?

Accepted Answer

Routine response behaviour is characterized by low involvement in the purchase decision and a familiarity with the product or service. Bailey's usual purchase of a Coke for breakfast fits this description as it is a habitual purchase and requires little thought or consideration. The other options may require more evaluation and decision-making, indicating a higher level of involvement and less routine behaviour.

Quiz 13: Marketing The Customer Focus