Question 1

Family life cycle is most typically based on

Accepted Answer

Family life cycle is typically based on the marital status and the age of children because it takes into consideration the changes and transitions that families go through as they start and grow. This includes stages such as newlyweds, young families with infants and toddlers, families with school-aged children, families with teenagers, and empty nesters. These stages have different needs and expenses, which can affect their purchasing and lifestyle decisions.

Question 2

Cosmopolitan magazine, Secret deodorant, and Eve cigarettes are all products whose marketers have used segmentation based on

Accepted Answer

Cosmopolitan magazine, Secret deodorant, and Eve cigarettes are all products that have been marketed using segmentation based on gender. Cosmopolitan magazine targets female readers, Secret deodorant markets its products to both men and women but with specific products for women, and Eve cigarettes target women smokers.

Question 3

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

Accepted Answer

The answer of Population density and city size are ____...

Question 4

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

Accepted Answer

Situational variables are not one of the major categories of consumer market segmentation variables. The major categories are: demographic characteristics, geographic variables, psychographic dimensions, and behavioristic characteristics.

Question 5

Zerex markets its radiator liquid as a coolant in the South and an antifreeze in the North. Which of the following segmentation variables is Zerex using?

Accepted Answer

Zerex is using geographic segmentation as it is marketing its product differently in different regions based on geographical location. In the South, it is marketing the product as a coolant whereas in the North, it is marketing it as an antifreeze.

Question 6

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

Accepted Answer

Diet Coke is a beverage product and is unlikely to be segmented according to stages in the family life cycle, as its consumption is not necessarily tied to family dynamics or life stages. The other options may be segmented based on family life cycle stages - single-family homes may be marketed differently to young couples vs. established families, Ford automobiles may appeal to both young singles and families, European vacations could be marketed differently to families with young children vs. empty nesters or retirees, and General Electric appliances may be marketed differently to first-time homeowners vs. families with older children.

Question 7

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.

Accepted Answer

Kelly's Kids is segmenting its market based on demographic variables such as age of children, family income, and family life cycle stage. This is because they are targeting families with small children and middle- to upper-middle-class income, which are demographic characteristics. Psychographic variables would focus on the lifestyle, values, and attitudes of the target market, which is not mentioned in the scenario. Sociographic variables would focus on social class, culture, and subculture, which is also not mentioned in the scenario. Behavioristic variables would focus on buying behavior, such as brand loyalty and usage rate, which is not mentioned in the scenario. Geographic variables would focus on region, city size, and climate, which is also not mentioned in the scenario.

Question 8

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

Accepted Answer

Geodemographic segmentation is the combination of geographic and demographic segmentation which divides consumers into segments based on where they live (geography) and their demographic characteristics, including income and age. This type of segmentation can provide valuable information to Franklin's company about areas with high-income individuals in the 25-35 age range who enjoy extreme and dangerous leisure activities.

Question 9

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

Accepted Answer

PRIZM and Acorn are geodemographic segmentation systems that combine geographic, demographic, and lifestyle information to divide consumers into segments based on similar characteristics. This information helps companies tailor their marketing efforts to specific segments based on their needs, preferences, and behaviors.

Question 10

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. What is this segmentation variable called?

Accepted Answer

The segmentation variable concerned with the number of potential customers within a certain area of land is market density. This variable takes into consideration the number of people, households, or businesses in a specific geographic area and how this affects marketing opportunities and strategies. Micromarketing refers to the practice of tailoring marketing efforts to specific individuals or small groups. Population, MSA (metropolitan statistical area), and PMSA (primary metropolitan statistical area) are terms related to geographic areas and population demographics, but they do not specifically address the variable of market density.

Question 11

Subaru is producing a new crossover van with all-wheel drive. Which of the following would be a likely variable for segmenting the market for this new model?

Accepted Answer

The answer of Subaru is producing a new crossover van...

Question 12

Segmentation variables are usually grouped into four categories:

Accepted Answer

The four categories of segmentation variables are usually considered to be demographic, geographic, psychographic, and behavioristic. Therefore, the best choice is E, which includes all four of these categories. Option A includes religion, which is not typically considered a segmentation variable. Option B includes geopolitical, which is not a common segmentation variable. Option C includes attitudes and lifestyles, which can be analyzed as part of psychographic variables, and gender, which falls under demographic variables. Option D includes attitudes, which can be analyzed as part of psychographic variables and overlaps with the fourth category, which is attitudes.

Question 13

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

Accepted Answer

Legos are often marketed towards children of a certain age range, such as 5-12 year olds. Other products like Bass shoes, Lipton Iced Tea, Bic pens, and Carpet do not necessarily have a market segment based on age.

Question 14

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

Accepted Answer

The segmentation is based on the family life cycle, meaning targeting households with single individuals.

Question 15

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

Accepted Answer

The marketer is using family life cycle segmentation, which is based on the age and life stage of a family's members, including marital status and presence and age of children. This segmentation strategy helps marketers understand the needs and preferences of families at different life stages, allowing them to tailor their marketing messages and offerings accordingly.

Question 16

McDonald's uses a segmentation strategy for its sandwiches based on market characteristics such as age, gender, or income. Which of the following segmentation variables is McDonald's using?

Accepted Answer

McDonald's is using demographic segmentation by targeting different age groups, genders, and income levels with their sandwich offerings.

Question 17

Micromarketing is

Accepted Answer

Micromarketing is a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets. This approach allows firms to tailor their marketing mix specifically to the needs and preferences of consumers in a particular geographic area. By doing so, they can maximize the effectiveness of their marketing efforts and increase their chances of success.

Question 18

Alpine Ski Shops U.S, is looking for new markets. Since their market is based mainly on access to snow, they would most likely use which base for segmentation?

Accepted Answer

Since the main factor impacting Alpine Ski Shops' market is access to snow, they would likely use geographic segmentation to identify new markets based on areas with a high likelihood of snowfall, such as mountainous regions or areas with cold climates.

Question 19

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

Accepted Answer

Retail-site location analyses, unique product offerings, and special advertising campaigns all indicate a focus on specific individuals or households, which is the basis of micromarketing. Micromarketing involves tailoring products, services, and marketing efforts to the specific needs and wants of small groups or individuals rather than the general market. This approach requires careful analysis of customer preferences and behaviors to create targeted marketing campaigns.

Question 20

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.

Accepted Answer

Demographic variables such as gender were used in this example to segment the market and target women specifically with a razor designed for them.

Quiz 5: Target Market Segmentation and Evaluation