Question 1

Which of the following is the most accurate generalization of members of Generation Y?
A)Many people in this segment seem determined to have stable families after growing up as latchkey children.
B)Members of this generation are currently responsible for the majority of new start-up businesses in the United States.
C)Members of this generation were born in the years immediately following the end of World War II.
D)Members of this generation are willing to spend money to stay young, healthy, and attractive.
E)Members of this generation are more difficult to reach through television advertising than members of older generations are.

Accepted Answer

E

Question 2

Baby boomers ________.
A)were born between 1965 and 1966
B)are currently in their 30s and 40s
C)are important to marketers because of the size and wealth of the segment
D)are 65 or older
E)are the parents of Generation X, not Generation Y

Accepted Answer

Baby boomers are a generation born between 1946 and 1964, making them currently aged between 57 and 75. They are known to be an important segment for marketers due to their size and wealth.

Question 3

French Canadians,Italian Canadians, and Asian Canadians are all examples of ________ demographic segments.
A)life cycle
B)psychographic
C)ethnicity
D)social class
E)geocoding

Accepted Answer

The options given are demographic segments and ethnicity is the only option between the given choices that represents a demographic segment based on cultural or ancestral background. French Canadians, Italian Canadians, and Asian Canadians are all examples of ethnic groups within Canada.

Question 4

Which of the following is NOT an example of a demographic segmentation variable?
A)lifestyle
B)income and social class
C)ethnicity
D)gender
E)age

Accepted Answer

Lifestyle is a psychographic segmentation variable, which refers to a person's values, attitudes, interests, and personality characteristics. Demographic segmentation variables include income and social class, ethnicity, gender, and age.

Question 5

Which statement is NOT true about the French Canadian segment?
A)The French Canadian segment is becoming a less important segment to marketers.
B)The French Canadian segment is the second largest ethnic market in Canada.
C)French Canadians have an identity of their own.
D)French Canadians have a more regional than national focus.
E)Most French Canadians live in Quebec.

Accepted Answer

The statement that the French Canadian segment is becoming a less important segment to marketers is not true. In fact, the French Canadian segment is still an important and distinct market segment in Canada, especially in Quebec where they make up the majority of the population.

Question 6

Which of the following statements about the steps in the target marketing process is true?
A)The first step in the target marketing process is setting marketing objectives.
B)There are four steps in the target marketing process.
C)The second step in the target marketing process is the identification of all segmentation variables.
D)The final step in the target marketing process is positioning.
E)The target marketing process is not related to positioning.

Accepted Answer

The final step in the target marketing process is positioning, which is the process of creating a unique image and value perception in the minds of the target market. The other steps in the process typically include market segmentation, target market selection, and developing a marketing mix to meet the needs of the target market.

Question 7

What are the steps, in order, of the target marketing process?
A)segmentation, positioning, targeting
B)segmentation, targeting, and positioning
C)targeting, segmentation, and positioning
D)targeting, positioning, and segmentation
E)positioning, segmentation, and targeting

Accepted Answer

The correct order of the target marketing process is segmentation, targeting, and positioning. First, the market is segmented into different groups based on shared characteristics. Then, one or more of these segments are targeted for marketing efforts based on their potential profitability and fit with the company's objectives. Finally, the product or service is positioned in a unique way to appeal specifically to the targeted segment(s).

Question 8

The supermarket sells boxes of pink diapers and blue diapers.This is an example of segmenting by ________.
A)gender
B)age
C)ethnicity
D)social class
E)geocoding

Accepted Answer

The segmentation is based on gender, as pink is typically associated with girls and blue with boys.

Question 9

The group of Canadian consumers born between 1967 and 1979 are called ________.
A)baby boomers
B)the silent majority
C)Generation Y
D)tweens
E)Generation X

Accepted Answer

The age cohort born between 1965 and 1980 is typically labeled as Generation X in Canada.

Question 10

The group of Canadian consumers born between 1980 and 1995 are often called ________.
A)baby busters
B)the silent majority
C)Generation Y
D)tweens
E)Generation X

Accepted Answer

The commonly used term for the group of Canadian consumers born between 1980 and 1995 is Generation Y. This group is also known as Millennials.

Question 11

Which of the following is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics?
A)acculturation
B)segmentation
C)market fragmentation
D)market aggregation
E)positioning

Accepted Answer

Segmentation is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics, such as demographics, behavior, or psychographics. Acculturation refers to the process of adapting to a new cultural environment, while market fragmentation refers to the phenomenon of a market becoming increasingly divided and specialized. Market aggregation is the opposite of segmentation, as it involves combining smaller markets into a larger one. Positioning refers to the way in which a brand or product is perceived in the minds of consumers relative to competitors.

Question 12

Marketers often use generational marketing because members of a generation tend to share the same ________.
A)lifestyle
B)income and social class
C)outlook and priorities
D)psychographics and usage patterns
E)geodemographics

Accepted Answer

Generational marketing is based on the idea that people of a certain age group share similar values, attitudes, and beliefs due to their shared experiences and historical events. This can shape their outlook and priorities, which makes it easier for marketers to create effective targeted campaigns. While lifestyle, income, social class, psychographics, and geodemographics can also play a role in marketing strategies, generational marketing is specifically focused on age groups.

Question 13

Which of the following best defines demographics?
A)statistics that can be used to segment populations on the basis of what people do with a product
B)statistics that can be used to segment populations on the basis of when people use a product
C)qualitative data that can be used to explain why seemingly homogeneous consumer groups do not share core characteristics
D)statistics that can be used to segment populations on the basis of shared attitudes, opinions, and interests
E)statistics that measure observable aspects of a population

Accepted Answer

Demographics refer to statistical data that measure observable aspects of a population, such as age, gender, income, education level, occupation, and geographical location. Demographics are commonly used in marketing to segment a target audience and tailor products and messages to specific groups. Options A, B, C, and D describe different types of market segmentation based on behavior, usage, psychographics, or lifestyle, which are not the same as demographics.

Question 14

Which of the following is a true statement about trends related to gender segmentation?
A)The education and income gap between men and women has closed in the latest recession.
B)In the recent recession, women held about three in four of the jobs that were lost.
C)Men are now increasingly likely to marry women with more education and income than they have.
D)In recent decades, the economic gains of marriage have been greater for women than men.
E)Women are now increasingly likely to marry men with more education and income than they have.

Accepted Answer

The answer of Which of the following is a true...

Question 15

Marketers must balance the ________ of mass marketing with the ________ of offering each individual customer exactly what he wants.
A)efficiency; effectiveness
B)scale; positioning
C)investment; cost
D)cost; investment
E)positioning; scale

Accepted Answer

Mass marketing is efficient in terms of reaching a large audience, but it may not be effective in terms of meeting the specific needs and preferences of individual customers. Therefore, marketers must balance the efficiency of mass marketing with the effectiveness of offering personalized marketing approaches to each customer.

Question 16

Age, ethnicity, place of residence, and social class are all examples of ________.
A)segmentation variables
B)positioning strategies
C)market fragment strategies
D)psychographics
E)targeting strategies

Accepted Answer

Age, ethnicity, place of residence, and social class are all common segmentation variables used in marketing to divide a larger population into smaller, more specific groups for targeted advertising and promotional efforts. Positioning strategies involve creating a unique brand image and identity for a product or service to stand out in a crowded market, while targeting strategies involve choosing which specific segment(s) to focus marketing efforts on. Psychographics are a separate type of segmentation that considers personality traits, values, interests, and lifestyles as defining characteristics of a target group. Market fragment strategies do not exist as a commonly recognized concept in marketing.

Question 17

________ is a term for men who are keenly interested in fashion, home design, gourmet cooking, and personal care.
A)Tween
B)Buster
C)Metrosexual
D)Bachelor
E)Slacker

Accepted Answer

The term "Metrosexual" refers to men who are interested in traditionally "feminine" interests such as fashion, home design, and grooming. This term gained popularity in the early 2000s to describe a growing trend of men who cared about their appearance and lifestyle.

Question 18

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?
A)Generation Y
B)Generation X
C)Baby boomers
D)Millenial
E)Generation I

Accepted Answer

Generation X was referred to as "busters" and were often considered slackers who were cynical about marketing.

Question 19

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants, a condition most accurately described as ________.
A)market aggregation
B)market positioning
C)economic aggregation
D)disintermediation
E)market fragmentation

Accepted Answer

Market fragmentation refers to the division of consumers into various subgroups with distinct needs and wants, making it challenging for businesses to cater to all of them effectively.

Question 20

Which of the following best explains why marketers do not consider social class segments as strictly as they once did?
A)Many consumers buy according to the social class image they wish to portray rather than according to where they actually fall in the social class framework.
B)Due to the Great Recession, members of the upper class have become members of the middle class, and members of the middle class have become members of the lower class.
C)Data related to social class is more complicated and difficult to obtain and analyze than it once was.
D)Social class in the Canada is more related to education and family history than to wealth.
E)Members of the upper and middle classes are unlikely to be attracted to any products marketed toward members of the lower classes.

Accepted Answer

Many consumers today are more interested in portraying a certain image or lifestyle rather than strictly adhering to their social class. Marketers have realized that focusing solely on social class segments may not be the most effective way to reach their target audience.

Quiz 6: Sharpen the Focus: Target Marketing Strategies and Customer Relationship

Which of the following is the most accurate generalization of members of Generation Y?

Baby boomers ________.

French Canadians,Italian Canadians, and Asian Canadians are all examples of ________ demographic segments.

Which of the following is NOT an example of a demographic segmentation variable?

Which statement is NOT true about the French Canadian segment?

Which of the following statements about the steps in the target marketing process is true?

What are the steps, in order, of the target marketing process?

The supermarket sells boxes of pink diapers and blue diapers.This is an example of segmenting by ________.

The group of Canadian consumers born between 1967 and 1979 are called ________.

The group of Canadian consumers born between 1980 and 1995 are often called ________.

Which of the following is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics?

Marketers often use generational marketing because members of a generation tend to share the same ________.

Which of the following best defines demographics?

Which of the following is a true statement about trends related to gender segmentation?

Marketers must balance the of mass marketing with the of offering each individual customer exactly what he wants.

Age, ethnicity, place of residence, and social class are all examples of ________.

________ is a term for men who are keenly interested in fashion, home design, gourmet cooking, and personal care.

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants, a condition most accurately described as ________.

Which of the following best explains why marketers do not consider social class segments as strictly as they once did?