Question 1

Gatorade sports drink has defined its target market as 18-34 year old males who are active in sports.Which two bases of segmentation is Gatorade employing?

Accepted Answer

Gatorade has defined its target market based on demographic (18-34 year old males) and psychographic (active in sports) factors. Demographic factors include age and gender, while psychographic factors refer to lifestyle, interests, and behaviors.

Question 2

New York Telephone uses _____ segmentation to segment consumers in terms of how much leisure telephone calling they do.It advertises on "Nick at Night" and MTV when it wishes to target the group it calls "chatterboxes."

Accepted Answer

New York Telephone uses behavioristic segmentation to segment consumers based on how much leisure telephone calling they do. It further targets the group it calls "chatterboxes" through advertising on channels such as "Nick at Night" and MTV, which are likely to be watched by individuals who fall under this segment. Benefit segmentation would focus on the benefits that consumers seek from telephone services, demographic segmentation would focus on characteristics such as age or income, geographic segmentation would focus on the location of consumers, and VALS segmentation would focus on consumers' values, attitudes, and lifestyles. None of these segmentation approaches align with New York Telephone's approach.

Question 3

Nature of the good and the buying conditions are examples of industrial-based _____ segmentation.

Accepted Answer

Buying situations is a type of industrial-based segmentation that categorizes customers based on the specific circumstances under which they make purchases, such as urgency or frequency of purchases. Nature of the good refers to the characteristics of the product, which is not a type of segmentation. Buying conditions are specific factors that influence the purchasing decision, but they fall under the buying situation category of segmentation. Demographic, benefit, and geographic segmentation are all consumer-based segmentation methods. Behavioristic segmentation categorizes customers based on their behaviors and attitudes towards a product or brand.

Question 4

An ad for Nivea Visage Wrinkle Control states that the cream allows women to "give their skin back its own wrinkle control." It shows a woman in her forties using the product.This ad is using _____ segmentation.

Accepted Answer

The ad is using both benefit segmentation (highlighting the benefits of reducing wrinkles) and demographic segmentation (targeting women in their forties).

Question 5

The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or herself in the joys of gardening for a week and take classes with horticulturists.This is an example of _____ segmentation.

Accepted Answer

The ad is targeting individuals with a specific interest in gardening, which is a psychographic characteristic. Demographic segmentation would focus on factors such as age, income, and education level. Behavioristic segmentation would focus on consumer behaviors such as loyalty or frequency of purchase. Usage segmentation would focus on how much a consumer uses a product or service. Geographic segmentation would focus on the location or region of the target audience.

Question 6

_____ divides a market on the basis of lifestyles.

Accepted Answer

Psychographic segmentation divides a market based on the lifestyles, personality traits, values, interests, and attitudes of consumers. This helps in targeting consumers who share similar beliefs, attitudes, and behaviors towards a product or service, rather than just focusing on demographic or geographic factors.

Question 7

Crossings is the name of a book club designed to appeal to conservative Christians.It sells inspirational fiction and nonfiction books that express moral values consistent with the views of these Christians.Crossings uses _____ segmentation.

Accepted Answer

Crossings uses psychographic segmentation, which involves dividing the market based on lifestyle, values, and personality characteristics. In this case, the book club targets conservative Christians by focusing on books that align with their moral values and beliefs.

Question 8

Which of the following is a potential basis for segmenting the consumer market for prune juice?

Accepted Answer

All of the options listed can be potential bases for segmenting the consumer market for prune juice. Age may play a role as older individuals may have digestive issues that prune juice can help with. How often juice is drunk can segment customers who are regular drinkers versus occasional drinkers. Benefits sought can segment those who are consuming prune juice for digestive health versus those who may be drinking it for other reasons. Lifestyle can also be a factor as health-conscious individuals may be more likely to consume prune juice. Therefore, all of the options are potential bases for segmentation.

Question 9

_____ segmentation divides consumers into groups according to their usage,loyalties,or buying responses to a product.

Accepted Answer

Behavioristic segmentation categorizes consumers based on their behavior towards a product or brand, such as their usage patterns, brand loyalties, and buying responses. This type of segmentation is focused on actual consumer behavior rather than just demographic or psychographic characteristics.

Question 10

General Foods' determination that Southerners preferred milder mustard than those in the Northeast led the company to develop a new "Southern Style Mustard." This strategy best exemplifies:

Accepted Answer

General Foods used geographic segmentation to identify the different preferences of customers in different regions and developed a product specifically for the Southern market.

Question 11

Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)?

Accepted Answer

This base for segmentation is known as behavioristic segmentation, which groups consumers based on their behavior towards a product or service. In this case, heavy users are grouped separately from light users based on their level of usage.

Question 12

Ads for consumer finance companies are often aimed at people making annual salaries of $25,000 or less.Consumer finance companies are using _____ segmentation.

Accepted Answer

Demographic segmentation is based on demographics such as age, income, education, etc. In this case, the consumer finance companies are targeting people with a specific annual salary, which is a type of demographic segmentation. Other types of segmentation such as geographic, lifestyle, behavioristic, and personality are not as relevant in this context.

Question 13

Which of the following is NOT a variable commonly employed in the segmentation of industrial markets?

Accepted Answer

Lifestyle is not a variable commonly used in the segmentation of industrial markets. Industrial markets typically segment based on factors such as geographic location, company size, industry type, buying condition, and nature of the good or service being sold. Lifestyle is a variable more commonly used in consumer market segmentation.

Question 14

Bubba's Frozen Barbecue Sandwiches contain pork drenched with a vinegar-based barbecue sauce.It would not be popular in Texas where barbecue lovers want goat meat,or in the Carolinas where a mustard-based sauce is preferred.Given this information,Bubba's should use _____ segmentation.

Accepted Answer

Geographic segmentation allows a company to tailor their product to the preferences of specific geographical areas. In this case, Bubba's Frozen Barbecue Sandwiches are not popular in Texas or the Carolinas where different barbecue preferences exist. By using geographic segmentation, Bubba's can target areas where their vinegar-based barbecue sauce would be more popular and adjust their product to fit the tastes of those areas.

Question 15

Which of the following would be an example of a demographic segmentation variable in the industrial market?

Accepted Answer

Number of employees is a demographic variable that considers characteristics of the company rather than the product or purchase behavior. It is a segmentation variable that categorizes companies based on their size, which can impact their purchasing power, decision-making process, and buying criteria.

Question 16

All of the following are demographic factors EXCEPT:

Accepted Answer

Product usage is not considered a demographic factor as it is more related to psychographic and behavioral factors. Demographic factors are characteristics that define a population such as age, family size, income, sex, education level, etc.

Question 17

An ad for Shangri-La Travel Agency offers trips especially designed for grandparents and their grandchildren to enjoy together.This example illustrates the use of _____ segmentation.

Accepted Answer

This is an example of demographic segmentation as the travel agency is targeting a specific age group (grandparents) and their grandchildren, rather than targeting based on location, lifestyle, behavior, or personality.

Question 18

Division of the market based on age,sex,family size,income,and other measurable characteristics is known as:

Accepted Answer

Demographic segmentation refers to dividing the market based on measurable characteristics such as age, sex, family size, income, education, and occupation. This helps marketers to target specific consumer groups with tailored marketing messages and product offerings. Psychographic segmentation, on the other hand, divides the market based on consumers' lifestyles, values, personalities, and attitudes. Quantified aggregation and lifestyle aggregation are not common marketing terms. Undifferentiated marketing, also known as mass marketing, targets the entire market with a single marketing mix, ignoring segment differences.

Question 19

An example of demographic segmentation in industrial markets would be:

Accepted Answer

Demographic segmentation in industrial markets involves dividing the market based on characteristics such as the number of establishments, number of employees, annual sales volume, and number of production workers. All these factors are demographic criteria used to segment industrial markets.

Question 20

______ segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation.

Accepted Answer

Prudential can use behavioristic segmentation along with demographic and psychographic segmentation to better target consumers based on their behavior and habits, such as their buying patterns, loyalty, and usage rates. This can help Prudential to craft more effective marketing strategies and tailor their products and services to the needs and preferences of their target market.

Quiz 2: The Role of Imc in the Marketing Process