Question 1

_____ is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic,demographic,and lifestyle segmentations.
A) Geodemographic segmentation
B) Microsegmentation
C) Sociocultural clustering
D) Acculturation
E) Lifestyle segmentation

Accepted Answer

This is the definition of geodemographic segmentation.

Question 2

ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints.The product is advertised as a powerful pain reliever and a source of deep muscle relaxation.Its soothing warmth can work at night while you sleep to restore your body.The manufacturer of ThermaCare heat wraps is using _____ segmentation.
A) geodemographic
B) functional
C) benefit
D) socioeconomic
E) feature-based

Accepted Answer

The benefit sought is freedom from pain.

Question 3

Many people find it difficult to peel hard-boiled eggs.Eggies is a kitchen gadget designed to help make cooking hard boiled eggs quicker and easier.The product allows customers to hard-boil eggs without the shell.Consumers simply crack an egg,pour it into the plastic "Eggie," boil,then twist to enjoy hard-boiled eggs without the messy peeling of the eggshell after they're done.Eggies is using _____ segmentation.
A) usage-rate
B) demographic
C) geodemographic
D) competitive
E) benefit

Accepted Answer

Eggies is selling the benefit of not having to peel your hard-boiled eggs.

Question 4

When asked to name a brand of sports drink,most people will answer Gatorade,and some will respond with POWERade.But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar and thus cannot be consumed by diabetics.As a result,a manufacturer has developed Champion Lyte,which contains no sugar.The manufacturer of Champion Lyte has used _____ segmentation to identify its market.
A) geodemographic
B) usage-rate
C) demographic
D) psychographic
E) benefit

Accepted Answer

The consumers can be described by the type of benefit they seek.

Question 5

_____ is the process of grouping customers into market segments according to the benefits sought from the product.
A) Benefit segmentation
B) Value-added segmentation
C) Lifestyle segmentation
D) Macrosegmentation
E) Psychographic segmentation

Accepted Answer

This is the definition of benefit segmentation.

Question 6

Magazines like Martha Stewart Living,Better Homes & Gardens,and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation.
A) psychographic
B) demographic
C) usage rate
D) geodemographic
E) family life cycle

Accepted Answer

These magazines are aimed at helping people achieve a certain lifestyle.They emphasize the motive variable.

Question 7

Wine Spectator is a magazine that targets people who appreciate good wine and food.However,the discriminating reader of this magazine is also interested in travel and health,so the magazine features travel and health-related stories.This publication relies on _____ variables to identify its target market.
A) psychographic
B) demographic
C) usage rate
D) geodemographic
E) family life cycle

Accepted Answer

Such magazines are aimed at helping people achieve a certain lifestyle.

Question 8

A Small World is a nonprofit retail store that sells gift items made by artisans from over 30 different countries.This store provides employment to craftspeople in developing nations and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.The store uses _____ segmentation.
A) demographic
B) psychographic
C) geodemographic
D) ethnic
E) geographic

Accepted Answer

Psychographic segmentation is based on motives,personality,and lifestyles.

Question 9

The James Hardie Siding Company sells concrete siding.It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed.So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years.In terms of psychographic segmentation,the siding company used the _____ variable.
A) lifestyles
B) motives
C) benefits
D) demographic
E) personality

Accepted Answer

Using appeals to economy,reliability,and dependability targets customers with rational motives.Benefits is not a psychographic segmentation variable.

Question 10

All of the following are bases for psychographic segmentation EXCEPT:
A) benefits
B) personality
C) motives
D) lifestyles
E) geodemographics

Accepted Answer

Benefit segmentation is a different segmentation strategy that groups customers on the basis of their needs and wants.

Question 11

NASCAR racing fans are some of the most diverse and loyal fans in the world.They will stand in the pouring rain,the freezing cold,or the blistering heat for hours to shake the hand and get the autograph of a NASCAR driver.These fans are not concentrated in any one area but are dispersed throughout the United States.A Web site designed to market NASCAR memorabilia would be most likely to be successful if it used _____ segmentation to determine its target market.
A) demographic
B) psychographic
C) geodemographic
D) usage rate
E) family life cycle

Accepted Answer

Since the audience is diverse,demographic segmentation would not be nearly as useful as psychographic segmentation that emphasized the fans' lifestyles.

Question 12

Which of the following statements best describes the reason marketers find geodemographic segmentation so effective?
A) "A bird in the hand is worth two in the bush."
B) "Every action has an opposite and equal reaction."
C) "A rifle is more exact than a shotgun."
D) "Don't put all of your eggs in one basket."
E) "Birds of a feather flock together."

Accepted Answer

Geodemographic segmentation is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic,demographic,and lifestyle segmentations.

Question 13

Karry-Lite,the manufacturer of light-weight suitcases with wheels,uses as its slogan,"Takes the 'lug' out of luggage." This slogan illustrates the use of _____ segmentation.
A) geodemographic
B) benefit
C) functional
D) usage-rate
E) feature-based

Accepted Answer

The benefit sought is easy-to-carry luggage.

Question 14

Which type of segmentation divides a market by the amount of product bought or consumed?
A) Benefit segmentation
B) Characteristic segmentation
C) Usage-rate segmentation
D) Demographic segmentation
E) Psychographic segmentation

Accepted Answer

This is the definition of usage-rate segmentation.

Question 15

Kraft Foods plans to tailor different ads for different neighborhoods in the same region.For example,viewers watching a cable show in a Hispanic neighborhood in Chicago would see different ads during the same commercial breaks as non-Hispanics living in a different neighborhood.Kraft's strategy best exemplifies _____ segmentation.
A) sociocultural
B) lifestyle
C) cluster benefit
D) geodemographic
E) systematic geographic

Accepted Answer

Geodemographic segmentation clusters potential customers into neighborhood lifestyle categories.It combines geographic,demographic,and lifestyle segmentations.

Question 16

There are many furniture manufacturers.Tall Paul's is the only one that makes furniture to meet the needs of people who are over 6'6" tall.These people find furniture designed for average-sized people to be cramped and uncomfortable.Tall Paul's uses _____ segmentation.
A) geodemographic
B) usage-rate
C) demographic
D) psychographic
E) benefit

Accepted Answer

The consumers are described by the type of benefit they seek.

Question 17

In Baton Rouge,Louisiana,everyone who is anybody in society can't wait to get a copy of 225 magazine.The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play.The editor of 225 magazine is relying on _____ segmentation.
A) geodemographic
B) graphic
C) benefit
D) socioeconomic
E) income

Accepted Answer

Geodemographic segmentation combines geographic,demographic,and lifestyle segmentations.

Question 18

_____ divides individuals into groups according to the way they spend their time,the importance of items in their surroundings,their beliefs,and socioeconomic characteristics.
A) Life cycle segmentation
B) Temporal segmentation
C) Lifestyle segmentation
D) Microsegmentation
E) Macrosegmentation

Accepted Answer

This describes the essence of lifestyle segmentation.

Question 19

Miller Lite's long-running "Great Taste...Less Filling!" advertising campaign was ranked by Advertising Age magazine as the 8th-best advertising campaign in history.Miller Lite was using _____ segmentation in this ad campaign.
A) geographic
B) demographics
C) psychographics
D) benefit
E) usage rate

Accepted Answer

Benefit segmentation groups customers into market segments according to the benefits they seek from the product.

Question 20

Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges.Airlines are using these rewards as a means of implementing _____ segmentation.
A) lifestyle
B) motive
C) usage-rate
D) demographic
E) personality

Accepted Answer

Usage-rate segmentation divides a market by consumption so that firms can target their heavy users.

Quiz 15: Segmenting and Targeting Markets

_____ is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic,demographic,and lifestyle segmentations.

_____ is the process of grouping customers into market segments according to the benefits sought from the product.

Magazines like Martha Stewart Living,Better Homes & Gardens,and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation.

All of the following are bases for psychographic segmentation EXCEPT:

Which of the following statements best describes the reason marketers find geodemographic segmentation so effective?

Karry-Lite,the manufacturer of light-weight suitcases with wheels,uses as its slogan,"Takes the 'lug' out of luggage." This slogan illustrates the use of _____ segmentation.

Which type of segmentation divides a market by the amount of product bought or consumed?

There are many furniture manufacturers.Tall Paul's is the only one that makes furniture to meet the needs of people who are over 6'6" tall.These people find furniture designed for average-sized people to be cramped and uncomfortable.Tall Paul's uses _____ segmentation.

In Baton Rouge,Louisiana,everyone who is anybody in society can't wait to get a copy of 225 magazine.The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play.The editor of 225 magazine is relying on _____ segmentation.

_____ divides individuals into groups according to the way they spend their time,the importance of items in their surroundings,their beliefs,and socioeconomic characteristics.

Miller Lite's long-running "Great Taste...Less Filling!" advertising campaign was ranked by Advertising Age magazine as the 8th-best advertising campaign in history.Miller Lite was using _____ segmentation in this ad campaign.

Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges.Airlines are using these rewards as a means of implementing _____ segmentation.