Question 1

ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints.The product is advertised as a powerful pain reliever and a source of deep muscle relaxation.Its soothing warmth can work at night while you sleep to restore your body.The manufacturer of ThermaCare heat wraps is using _____ segmentation.

Accepted Answer

The benefit sought is freedom from pain.

Question 2

Which of the following businesses would be most likely to use family life-cycle segmentation?

Accepted Answer

People in different stages of the family life cycle would be most likely getting married,going on a couples-only trip,or needing the services of a day-care center.

Question 3

Which of the following statements best describes the reason marketers find geodemographic segmentation so effective?

Accepted Answer

Geodemographic segmentation is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic,demographic,and lifestyle segmentation.

Question 4

_____ segmentation is based on personality,motives,and lifestyle.

Accepted Answer

The is the basis of psychographic segmentation.

Question 5

Evenflo makes baby-gates to keep toddlers away from stairs.What demographic segmentation variable will Evenflo use to identify its target market?

Accepted Answer

The segment is families with young children.

Question 6

Wine Spectator is a magazine that targets people who appreciate good wine and food.However,the discriminating reader of this magazine is also interested in travel and health,so the magazine features travel and health-related stories.This publication relies on _____ variables to identify its target market.

Accepted Answer

These magazines are aimed at helping people achieve a certain lifestyle.

Question 7

Miller Lite's long-running "Great Taste...Less Filling!" advertising campaign was ranked by Advertising Age magazine as the 8th-best advertising campaign in history.Miller Lite was using _____ segmentation in this ad campaign.

Accepted Answer

Benefits segmentation groups customers into market segments according to the benefits they seek from the product.

Question 8

Magazines like Martha Stewart Living,Better Homes & Gardens,and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation.

Accepted Answer

These magazines are aimed at helping people achieve a certain lifestyle.They emphasize the motive variable.

Question 9

Kraft Foods plans to tailor different ads for different neighborhoods in the same region.For example,viewers watching a cable show in a Hispanic neighborhood in Chicago would see different ads during the same commercial breaks as non-Hispanics living in a different neighborhood.Kraft's strategy best exemplifies _____ segmentation.

Accepted Answer

Geodemographic segmentation clusters potential customers into neighborhood lifestyle categories.It combines geographic,demographic,and lifestyle segmentation.

Question 10

The James Hardie Siding Company sells concrete siding.It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed.So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years.In terms of psychographic segmentation,the siding company used the _____ variable.

Accepted Answer

Using appeals to economy,reliability,and dependability target customers with rational motives.Benefits is not a psychographic segmentation variable.

Question 11

A series of stages determined by a combination of age,marital status,and the presence or absence of children is known as the:

Accepted Answer

This described family life cycle.

Question 12

All of the following are bases for psychographic segmentation EXCEPT:

Accepted Answer

Benefit segmentation is a different segmentation strategy than psychographic segmentation and groups potential customers on the basis of their needs and wants.

Question 13

_____ is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic,demographic,and lifestyle segmentation.

Accepted Answer

This is the definition of geodemographic segmentation.

Question 14

In Baton Rouge,Louisiana everyone who is anybody in society can't wait to get a copy of 225 magazine.The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play.The editor of 225 magazine is relying on _____ segmentation.

Accepted Answer

Geodemographic segmentation combines geographic,demographic,and lifestyle segmentations.

Question 15

A Small World is a nonprofit retail store that sells gift items made by artisans from over 30 different countries.This store provides employment to craftspeople in developing nations and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.The store uses _____ segmentation.

Accepted Answer

Psychographic segmentation is based on motives,personality,and lifestyle.

Question 16

_____ is the process of grouping customers into market segments according to what is sought from the product.

Accepted Answer

This is the definition of benefit segmentation.

Question 17

Modern Bride is a publication that contains articles and lots of ads for the bride-to-be.Many young women consult this magazine as they plan their special day.The segmentation base used to define the publication's target market is based on _____ variables.

Accepted Answer

The publication targets a market segment of consumers in a particular family life-cycle stage.

Question 18

Jane graduated from high school in 1978,is married,and has two teenaged children.Most of Jane's friends from high school have children who have already graduated from college,gotten married,and some with grandchildren.Jane and her former classmates are at difference stages of the:

Accepted Answer

Family life cycle (FLC)is a series of stages determined by a combination of age,marital status,and the presence or absence of children.

Question 19

NASCAR racing fans are some of the most diverse and loyal fans in the world.They will stand in the pouring rain,the freezing cold,or the blistering heat for hours to shake the hand and get the autograph of a NASCAR super driver.These fans are not concentrated in any one area,but are dispersed throughout the United States.A Web site designed to market NASCAR memorabilia would be most likely to be successful if it used _____ segmentation to determine its target market.

Accepted Answer

Since the audience is diverse,demographic segmentation would not be nearly as useful as psychographic segmentation that emphasized the fans' lifestyles.

Question 20

_____ divides individuals into groups according to the way they spend their time,the importance of items in their surroundings,their beliefs,and socioeconomic characteristics.

Accepted Answer

This describes the essence of lifestyle segmentation.

Quiz 8: Segmenting and Targeting Markets