Question 1

Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of ________.

Accepted Answer

Mothers-to-be are being segmented on the basis of their user status, as they are potential users who will eventually become heavy users of infant products and services.

Question 2

The dimensions in the VALS framework are consumer resources and ________.

Accepted Answer

The VALS framework dimensions are consumer resources (such as income, education, and self-confidence) and consumer motivation (such as ideals, achievement, and self-expression). The other options (A, B, C, and D) are not part of the VALS framework dimensions.

Question 3

Newlyweds in the United States buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n) ________ segment.

Accepted Answer

The description of newlyweds as a segment based on their life stage is supported by the fact that their purchasing behavior is driven by their transition into a new life stage, rather than solely by factors such as age, behavior, user status, or income.

Question 4

Which of the following statements about Gen Xers is True?

Accepted Answer

Gen Xers prize self-sufficiency and are pragmatic.

Question 5

Dennis requests his father to buy him a PlayStation® for his birthday. With respect to consumer decision roles, which role is Dennis currently playing?

Accepted Answer

Dennis is the one who initiates or starts the process of purchasing a PlayStation, making him the initiator.

Question 6

When the Modern Museum of Art separated its consumers by whether they were culture-oriented or outdoor-oriented for its new exhibit on art that used natural materials, they were using ________ segmentation.

Accepted Answer

The separation of consumers into culture-oriented and outdoor-oriented groups is based on their psychographic lifestyle, which is a type of segmentation that groups people based on their attitudes, values, beliefs, interests, and personality traits. This segmentation is not based on social class, behavior, or demographics, and personality segmentation is not applicable in this scenario. Occasion segmentation is also not relevant because it is based on the specific timing or context of a consumer's purchase behavior.

Question 7

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

Accepted Answer

Nike is using grassroots marketing by getting involved with local school teams and providing them with products to connect with the community at a local level.

Question 8

Which of the following statements about market segmentation is True?

Accepted Answer

Market segmentation is the process of identifying and profiling distinct groups of buyers who differ in their needs and wants. This allows marketers to tailor their marketing mix (product, price, promotion, and place) to better meet the needs of each segment, which can result in increased sales and profits. Option A describes repositioning, option B describes target market selection, option C describes branding, and option E describes marketing efficiency.

Question 9

A marketer is interested in segmenting a business market on ________ if the marketer's variables are loyalty and attitudes toward risk.

Accepted Answer

Loyalty and attitudes toward risk are personal characteristics that can be used to segment a business market. Situational factors, purchasing approaches, and operating variables are more focused on the buying process, while demographic variables are typically more applicable to consumer markets.

Question 10

Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.

Accepted Answer

The answer of Pampers divides its market demographically on the...

Question 11

If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?

Accepted Answer

The answer of If a marketer is seeking to segment...

Question 12

A marketer is interested in segmenting a business market on ________ if the marketer intends to segment the market based on industries and geographical areas to serve.

Accepted Answer

The answer of A marketer is interested in segmenting a...

Question 13

Establishing and communicating the distinctive benefit(s) of the company's market offering for each target segment is called ________.

Accepted Answer

Market positioning involves identifying and communicating the unique and compelling benefits that the company's market offering provides to each of its target segments. This makes the company's product or service more attractive and differentiated from its competitors, ultimately leading to increased sales and revenue. Market research, marketing effectiveness, market segmentation, and market dominance are related concepts but do not directly address the communication of distinctive benefits to target segments.

Question 14

A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.

Accepted Answer

The answer of A company can learn a great deal...

Question 15

Urgency, specific application, and size of order are examples of ________ segmentation variables for business markets.

Accepted Answer

Urgency, specific application, and size of order are all situational factors, which are one of the segmentation variables for business markets. Demographic, purchasing approaches, and personal characteristics are other segmentation variables, but they are not relevant to this question. Operating variables are another segmentation variable, but they do not relate to urgency, specific application, or size of order.

Question 16

The fact that Honda described its boxy Element as a "dorm room on wheels," but then attracted so many baby boomers that the average age of the Element turned out to be 42 illustrates what quality of baby boomers?

Accepted Answer

The attraction of baby boomers to the Honda Element, despite its marketing towards a younger demographic, illustrates their desire for products that evoke youthfulness or the idea of "turning back the hands of time."

Question 17

The process of selecting one or more market segments to enter is called market ________.

Accepted Answer

The process of selecting one or more market segments to enter is called market targeting.

Question 18

A marketer is interested in segmenting a business market based on technology and customer capabilities. These criteria illustrate which of the following major segmentation variables?

Accepted Answer

Operating variables refer to segmentation based on factors related to the operation of the business, such as technology and customer capabilities. Demographic variables are based on characteristics such as age, gender, and income. Purchasing approaches refer to how customers make buying decisions, and situational factors consider the circumstances surrounding the purchase. Personal characteristics may include personality traits or values.

Question 19

________ is the science of using psychology and demographics to better understand consumers.

Accepted Answer

Psychographics is a research methodology that combines psychology, demographics, and behavior to uncover the motivations and preferences of consumers. It helps marketers segment consumers based on their values, lifestyles, interests, and personality traits to create targeted marketing campaigns that appeal to their specific needs and desires. The other options are not directly related to the science of understanding consumers.

Question 20

In segmenting its markets, an aluminum company first looked at which end-use market to serve: automobile, residential, or beverage containers. This is an example of ________.

Accepted Answer

This is an example of macrosegmentation, as it involves identifying and targeting broad, high-level market segments based on end-use rather than specific characteristics of individual customers or subgroups within those segments (which would be microsegmentation).

Quiz 6: Identifying Market Segments and Targets