Question 1

Asian-Americans are better educated than any other segment of American society.

Accepted Answer

According to various studies and data, Asian-Americans have higher rates of college graduation and advanced degrees compared to any other racial or ethnic group in the United States.

Question 2

Marketers of truly innovative new products or manufacturers of products sold in locations where it is not possible to track customer purchases would not be able to make use of which targeting approach? 
A) demographics 
B) behaviorgraphics 
C) psychographics 
D) geodemographics 
E) None of these is correct

Accepted Answer

Behaviorgraphics rely on tracking customer purchases and behaviors, which is not possible in the given scenarios.

Question 3

In general,_____ refers to information about consumers' attitudes,values,motivations,and lifestyles as they relate to buying behavior in a particular product category.
A) demographics 
B) geodemographics 
C) psychographics 
D) holographics 
E) biographics

Accepted Answer

Psychographics refers to information about consumers' attitudes, values, motivations, and lifestyles as they relate to buying behavior in a particular product category. Demographics (A) refer to statistical data relating to the population and particular groups within it, such as age, gender, education, income, etc. Geodemographics (B) combines geographic and demographic information to understand consumer behavior. Holographics (D) refers to technology related to 3D holograms. Biographics (E) is not a commonly used term in marketing research.

Question 4

_____ represents information about consumers' behavior in a particular product category or set of related categories.
A) Demographics 
B) Behaviorgraphics 
C) Psychographics 
D) Geodemographics 
E) Lifestyle analysis

Accepted Answer

Behaviorgraphics is the representation of consumer behavior in a particular product category or set of related categories. Demographics refers to characteristics such as age, income, and education level of a consumer group. Psychographics involves studying consumers' values, attitudes, and lifestyles. Geodemographics combines geographic and demographic data to understand consumer behavior, and lifestyle analysis involves studying consumers' interests and activities.

Question 5

Which type of data is relatively easy to obtain but is the least predictive of consumer choice behavior? 
A) demographic 
B) behavioral 
C) psychographic 
D) geodemographic 
E) holographic

Accepted Answer

Demographic data such as age, gender, income, and education level are relatively easy to obtain but they only provide limited information about the consumer's behavior and preferences. Other types of data such as behavioral and psychographic are more predictive of consumer choice behavior.

Question 6

The best predictor of one's future behavior is his or her _____.
A) age 
B) ethnicity 
C) income 
D) place of residence 
E) past behavior

Accepted Answer

Past behavior is the best predictor of future behavior because it showcases one's habits, tendencies, and patterns. People's past behaviors offer insight into what they are likely to do in the future. Age, ethnicity, income, and place of residence may have relevance but are not as significant.

Question 7

A good positioning statement should satisfy two requirements: (1)reflect a brand's competitive advantage,and (2)determine product placement.

Accepted Answer

A good positioning statement should reflect a brand's competitive advantage and communicate how the brand is different and better than its competitors, not determine product placement. Product placement is a separate marketing strategy.

Question 8

In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____.
A) how large should the target be, and what area(s) of the country should it include 
B) what media would best reach the target market, and what appeal would work best 
C) how many target markets should be selected, and how large should they be 
D) how to evaluate the success of the marcom strategies and measure of financial success 
E) how easy or difficult is it to collect data, and how predictive the characteristic is of consumer choice behavior

Accepted Answer

The two factors that a marketer must consider in deciding among the four general targeting methods are how easy or difficult it is to collect data and how predictive the characteristic is of consumer choice behavior. This suggests that the best choice is E, as it directly addresses these two factors. Option A is partially correct, but it only addresses one factor instead of both factors. Option B focuses on media and appeal rather than targeting methods. Option C is incorrect because it is not necessary to select multiple target markets when deciding among targeting methods. Option D is related to the evaluation of success, but it does not address the factors that should be considered when deciding on targeting methods.

Question 9

Which of the following companies tracks Internet users' surfing behaviors and provides this information to advertisers that wish to target prospective customers based on their online search behavior? 
A) Audience Science 
B) Knowledge Factory 
C) Nielsen Claritas 
D) a and b only 
E) a, b, and c

Accepted Answer

While Knowledge Factory and Nielsen Claritas are also companies that provide data and insights to advertisers, Audience Science specifically tracks Internet users' surfing behaviors and offers this information to advertisers looking to target potential customers based on their online search behavior. Therefore, option A is the best choice.

Question 10

Meaning is determined solely by the message source's choice of communication elements.

Accepted Answer

Meaning is not solely determined by the message source's choice of communication elements. The receiver's interpretation of the message is also a key factor in determining meaning. Factors such as context, cultural background, and personal experiences of the receiver can all impact the meaning they assign to a message.

Question 11

Targeting implies precision and _____.
A) efficiency of effort 
B) efficiency of placement 
C) efficiency of promotion 
D) efficiency of advertising 
E) efficiency of pricing

Accepted Answer

Targeting involves identifying a specific group of potential customers and directing marketing efforts towards that group. Precision in targeting ensures that resources are used efficiently to reach the intended audience, resulting in efficiency of effort. Placement, promotion, advertising, and pricing are all important aspects of marketing, but they are secondary to targeting in terms of efficiency.

Question 12

Sophisticated practitioners realized that demographic information tells only part of the story about consumers' buying preferences and purchase behaviors,and began investigating consumers' _____ characteristics as a means of obtaining a richer understanding of consumer behavior.
A) geographic 
B) economic 
C) census data 
D) psychographic 
E) holographic

Accepted Answer

Psychographic characteristics relate to consumers' personalities, values, interests, and lifestyles. These factors provide insight into why individuals make certain purchases and how they behave as consumers. Demographic information is important but does not provide as much depth in understanding consumer behavior.

Question 13

Brand positioning is an essential preliminary activity,or fundamental decision,to developing a successful marcom program.

Accepted Answer

Brand positioning plays a crucial role in determining the target audience, message, and communication channels for a marcom program. It helps to differentiate the brand from its competitors and create a unique identity in the marketplace. Hence, it is an essential preliminary activity in developing an effective marketing communication strategy.

Question 14

Which type of data is relatively difficult or expensive to obtain but is the best predictor of choice behavior? 
A) demographic 
B) psychographic 
C) behaviorgraphic 
D) geodemographic 
E) holographic

Accepted Answer

Behaviorgraphic data, which includes past behaviors and actions, is often the best predictor of future choice behavior, though it can be difficult or expensive to collect.

Question 15

Aspects of consumers' psychological makeup and lifestyles-including their attitudes,values,and motivation-comprise _____.
A) demographic characteristics 
B) purchasing characteristics 
C) behavioral characteristics 
D) psychographic characteristics 
E) physical characteristics

Accepted Answer

Psychological makeup and lifestyle factors such as attitudes, values, and motivation are collectively referred to as psychographic characteristics. These are different from demographic characteristics (A), which include factors like age, income, and education level, and behavioral characteristics (C), which relate to purchasing behavior such as brand loyalty or willingness to try new products. Physical characteristics (E) are also not relevant in this context as they refer to tangible attributes such as height, weight, or eye color.

Question 16

In positioning their brands,marketing communicators draw meaning from the culturally constituted world and transfer that meaning to their brands.

Accepted Answer

Marketing communicators aim to connect their brands with the cultural values and meanings held by their target audience. They leverage cultural symbols and references to create brand meaning and associations that resonate with consumers. As such, the statement is true - marketing communicators draw meaning from the culturally constituted world and transfer that meaning to their brands.

Question 17

Demographic variables include characteristics such as age,income,and _____.
A) voting preferences 
B) ethnicity 
C) purchasing preferences 
D) place of residence 
E) All of these are correct.

Accepted Answer

Demographic variables typically refer to characteristics such as age, gender, income, education, occupation, and ethnicity. Voting preferences and purchasing preferences are not necessarily demographic variables, and place of residence could be considered a demographic variable but is not always included in the typical list. Therefore, the best choice is B (ethnicity) as this is a characteristic often included in demographic research.

Question 18

_____ is based on demographic characteristics of consumers who reside within geographic clusters,such as ZIP code areas and neighborhoods.
A) Behaviorgraphics 
B) Psychographics 
C) Demographics 
D) Geodemographics 
E) Cosmographics

Accepted Answer

Geodemographics is the use of demographic characteristics of consumers who reside within geographic clusters, such as ZIP code areas and neighborhoods, to create a segmentation strategy.

Question 19

A brand's positioning represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

Accepted Answer

This statement is true. A brand's positioning is essentially the unique value proposition that it offers to its target audience, and it is based on the features, benefits, or image that it wants to be associated with. This positioning is meant to differentiate the brand from its competitors and create a lasting impression in the minds of its customers.

Question 20

Technological advances in marketing bring with them increased ability to serve consumers but also at the risk of _____.
A) competitive espionage 
B) invading privacy 
C) increased costs 
D) losing competitive advantage 
E) technological breakdowns

Accepted Answer

Technological advances in marketing provide more personal data of consumers, which increases the risk of invading consumer privacy. Companies must be cautious in collecting, storing, and using consumer data to avoid breaching their privacy. This also includes ensuring their data is secure and not vulnerable to cyber-attacks or data breaches.

Quiz 5: Segmentation, Targeting, and Positioning

Asian-Americans are better educated than any other segment of American society.

Marketers of truly innovative new products or manufacturers of products sold in locations where it is not possible to track customer purchases would not be able to make use of which targeting approach?

In general,_____ refers to information about consumers' attitudes,values,motivations,and lifestyles as they relate to buying behavior in a particular product category.

_____ represents information about consumers' behavior in a particular product category or set of related categories.

Which type of data is relatively easy to obtain but is the least predictive of consumer choice behavior?

The best predictor of one's future behavior is his or her _____.

A good positioning statement should satisfy two requirements: (1)reflect a brand's competitive advantage,and (2)determine product placement.

In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____.

Which of the following companies tracks Internet users' surfing behaviors and provides this information to advertisers that wish to target prospective customers based on their online search behavior?

Meaning is determined solely by the message source's choice of communication elements.

Targeting implies precision and _____.

Sophisticated practitioners realized that demographic information tells only part of the story about consumers' buying preferences and purchase behaviors,and began investigating consumers' _____ characteristics as a means of obtaining a richer understanding of consumer behavior.

Brand positioning is an essential preliminary activity,or fundamental decision,to developing a successful marcom program.

Which type of data is relatively difficult or expensive to obtain but is the best predictor of choice behavior?

Aspects of consumers' psychological makeup and lifestyles-including their attitudes,values,and motivation-comprise _____.

In positioning their brands,marketing communicators draw meaning from the culturally constituted world and transfer that meaning to their brands.

Demographic variables include characteristics such as age,income,and _____.

_____ is based on demographic characteristics of consumers who reside within geographic clusters,such as ZIP code areas and neighborhoods.

A brand's positioning represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

Technological advances in marketing bring with them increased ability to serve consumers but also at the risk of _____.