Question 1

When a company markets to its "heavy users," ________ segmentation is being used.
A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Accepted Answer

Behavioral segmentation divides consumers based on their behavior towards a product, such as their usage rate, loyalty, or occasion of purchase. If a company specifically targets its heavy users, it is utilizing behavioral segmentation.

Question 2

When companies market to consumers who want to have meaningful relationships with the brands they use frequently,________ segmentation is being used.
A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Accepted Answer

The answer of When companies market to consumers who want...

Question 3

When BMW identified segments such as "upper liberals" (socially conscious),"post moderns" (individualistic),"upper conservatives" (traditional thinkers),and "modern mainstream" (familyoriented),________ segmentation is being used.
A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Accepted Answer

Psychographic segmentation is being used because these segments are based on consumers' attitudes, values, beliefs, and lifestyles rather than their geographic, demographic, benefit, or behavioral characteristics. The identified segments reflect consumers' underlying psychographic differences, such as their social consciousness, individualism, traditionalism, and family orientation.

Question 4

________ is/are based on how people use and interact with social media.
A) Digital mobility
B) Diffusion of innovations
C) Social technographics
D) Contact immediacy
E) Demographics

Accepted Answer

Social technographics is a term used by Forrester Research to describe different levels of participation that people have in social media. It classifies users based on how they use and interact with social media, which includes creators, critics, collectors, joiners, spectators, and inactives.

Question 5

________ segmentation refers to segmenting markets by how consumers act with regard to a brand or a product category.
A) Geographic
B) Demographic
C) Psychographic
D) Benefit
E) Behavioral

Accepted Answer

Behavioral segmentation divides consumers based on their behavior and decision-making patterns about a product or service. This may include usage or purchase habits, brand loyalty, or willingness to try new products.

Question 6

________ are small pieces of data that are dropped onto consumers' hard drives,often used to track searches,site visits,clicks,and even the contents of electronic shopping carts.
A) RSS feeds
B) Cookies
C) Roving nodes
D) Social media touchpoints
E) Banner ads

Accepted Answer

Cookies are small pieces of data that are dropped onto consumers' hard drives, often used to track searches, site visits, clicks, and even the contents of electronic shopping carts. They allow websites to remember user preferences and login information, as well as target advertising based on users' browsing history.

Question 7

________ partner with websites in order to access information about their visitor traffic and then sell space on the websites to their advertisers.
A) Mobile newbies
B) Lifestream aggregators
C) Ad networks
D) Media movers
E) Drifting surfers

Accepted Answer

Ad networks partner with websites to gather information about visitors in order to sell ad space to their advertisers. Mobile newbies, lifestream aggregators, media movers, and drifting surfers are not relevant to this context.

Question 8

The 80/20 rule is typically associated with ________ segmentation.
A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Accepted Answer

The 80/20 rule, also known as the Pareto principle, is commonly used in behavioral segmentation. It states that 80% of the effects come from 20% of the causes, meaning that 80% of a company's profits are generated by 20% of its customers. This principle is useful for businesses to identify their most valuable customers and tailor their marketing efforts to them.

Question 9

To celebrate its 10th anniversary,Jet Blue promoted $10 fares on Facebook,targeting Facebook users who were fans or friends of JetBlue and those who had a vacation-related status message on their Walls.This is an example of ________.
A) public relations
B) a sales promotion
C) an advertisement
D) lifestream aggregation
E) personal selling

Accepted Answer

This is a clear example of a sales promotion, as JetBlue is offering a special price to celebrate its 10th anniversary. The promotion targets specific groups on Facebook, but it is not an advertisement, as it is not a paid message placed in a traditional media outlet. It is also not public relations, as the promotion is focused on driving sales rather than managing the company's reputation. Lifestream aggregation and personal selling are not relevant to this example.

Question 10

________ segmentation refers to segmenting markets by advantages and rewards consumers seek from the products available in the market.
A) Geographic
B) Demographic
C) Psychographic
D) Benefit
E) Behavioral

Accepted Answer

Benefit segmentation involves identifying and targeting consumer segments based on the benefits or rewards they seek from a product or service. This can include factors such as convenience, quality, affordability, or status. By understanding what benefits consumers are looking for, marketers can tailor their products and messaging to better meet those needs and increase sales.

Question 11

________ is an initiative that seeks to motivate buyer behavior during a limited period of time by offering a discount or prize.
A) Public relations
B) A sales promotion
C) An advertisement
D) Lifestream aggregation
E) Personal selling

Accepted Answer

A sales promotion is a marketing communication activity that offers incentives such as price discounts, free samples, or giveaways to customers with the aim of increasing sales during a specific period.

Question 12

When companies market to consumers who seek help from brands to manage their lives,________ segmentation is being used.
A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Accepted Answer

Benefit segmentation is used when companies market to consumers based on the specific benefits they seek from products or services, such as help in managing their lives.

Question 13

"Collectors:"
A) maintain discussions with their friends via Twitter and Facebook updates and comments.
B) are reactors to content.
C) tend to be efficient and organized users of social content.
D) maintain a profile on one or more social networking sites and who visit those sites on a regular basis.
E) consume the content of others, while they keep their own identities at a distance.

Accepted Answer

Collectors are efficient and organized users of social content, often curating and organizing content for themselves and others.

Question 14

"Conversationalists:"
A) maintain discussions with their friends via Twitter and Facebook updates and comments.
B) are reactors to content.
C) tend to be efficient and organized users of social content.
D) maintain a profile on one or more social networking sites and who visit those sites on a regular basis.
E) consume the content of others, while they keep their own identities at a distance.

Accepted Answer

Conversationalists are individuals who actively engage in discussions and interactions through social media platforms like Twitter and Facebook by posting updates and comments.

Question 15

GEICO Glovebox app,an example of a ________,enables customers to view their insurance card with their phone,pay their insurance bill,report accident information,find instructions for what to do in roadside crisis situations,and call for taxis and rental car reservations.
A) search engine
B) digital collaborator
C) mobile newbie
D) lifestream aggregator
E) brand butler

Accepted Answer

The GEICO Glovebox app acts as a brand butler, providing various services and assistance to its customers related to their insurance needs.

Question 16

________ segmentation refers to segmenting markets by personality,motives,lifestyles,and attitudes and opinions.
A) Geographic
B) Demographic
C) Psychographic
D) Benefit
E) Behavioral

Accepted Answer

Psychographic segmentation involves segmenting markets by personality, motives, lifestyles, and attitudes and opinions. Geographic segmentation divides the market based on geographical units such as region, city, or climate. Demographic segmentation involves dividing the market based on demographic variables such as age, gender, education, income, and occupation. Benefit segmentation refers to dividing the market based on the benefits sought by customers, while behavioral segmentation involves dividing the market based on consumer behavior towards a product or service.

Question 17

"Creators" create ________.
A) content
B) social media sites
C) sales promotions
D) RSS feeds
E) permission emails

Accepted Answer

"Creators" typically refer to individuals or companies who produce or generate original content such as videos, articles, podcasts, etc. Therefore, the most suitable choice is A - content. The other choices (B, C, D, and E) do not necessarily fall under the definition of a "creator."

Question 18

"Joiners:"
A) maintain discussions with their friends via Twitter and Facebook updates and comments.
B) are reactors to content.
C) tend to be efficient and organized users of social content.
D) maintain a profile on one or more social networking sites and who visit those sites on a regular basis.
E) consume the content of others, while they keep their own identities at a distance.

Accepted Answer

Joiners are individuals who maintain a profile on one or more social networking sites and visit those sites on a regular basis. They actively participate in social media by creating and posting content, commenting on other users' content, and engaging in online conversations. They are not simply consuming content like "Reactors" and "Lurkers." They are also generally adept at using social media tools and are organized in their approach to social media use, distinguishing them from "Conversationalists."

Question 19

"Critics:"
A) maintain discussions with their friends via Twitter and Facebook updates and comments.
B) are reactors to content.
C) tend to be efficient and organized users of social content.
D) maintain a profile on one or more social networking sites and who visit those sites on a regular basis.
E) consume the content of others, while they keep their own identities at a distance.

Accepted Answer

Critics are those who react to content and provide their opinions about it. They may post reviews, comments or feedback on social media or other platforms.

Question 20

Mobile apps provided by brands to help consumers take care of their lives' requirements more efficiently are called ________.
A) search engines
B) digital collaborators
C) mobile newbies
D) lifestream aggregators
E) brand butlers

Accepted Answer

The term "brand butlers" specifically refers to mobile apps provided by brands to help consumers take care of their lives' requirements more efficiently. Therefore, E is the correct choice. The other options do not accurately describe this type of mobile app.

Quiz 3: Social Consumers

When a company markets to its "heavy users," ________ segmentation is being used.

When companies market to consumers who want to have meaningful relationships with the brands they use frequently,________ segmentation is being used.

When BMW identified segments such as "upper liberals" (socially conscious) ,"post moderns" (individualistic) ,"upper conservatives" (traditional thinkers) ,and "modern mainstream" (familyoriented) ,________ segmentation is being used.

________ is/are based on how people use and interact with social media.

________ segmentation refers to segmenting markets by how consumers act with regard to a brand or a product category.

________ are small pieces of data that are dropped onto consumers' hard drives,often used to track searches,site visits,clicks,and even the contents of electronic shopping carts.

________ partner with websites in order to access information about their visitor traffic and then sell space on the websites to their advertisers.

The 80/20 rule is typically associated with ________ segmentation.

To celebrate its 10th anniversary,Jet Blue promoted $10 fares on Facebook,targeting Facebook users who were fans or friends of JetBlue and those who had a vacation-related status message on their Walls.This is an example of ________.

________ segmentation refers to segmenting markets by advantages and rewards consumers seek from the products available in the market.

________ is an initiative that seeks to motivate buyer behavior during a limited period of time by offering a discount or prize.

When companies market to consumers who seek help from brands to manage their lives,________ segmentation is being used.

"Collectors:"

"Conversationalists:"

GEICO Glovebox app,an example of a ________,enables customers to view their insurance card with their phone,pay their insurance bill,report accident information,find instructions for what to do in roadside crisis situations,and call for taxis and rental car reservations.

________ segmentation refers to segmenting markets by personality,motives,lifestyles,and attitudes and opinions.

"Creators" create ________.

"Joiners:"

"Critics:"

Mobile apps provided by brands to help consumers take care of their lives' requirements more efficiently are called ________.