Question 1

If values provide goals,and self-concept is the way we see ourselves,lifestyles are
A) visual images of how we should live our lives.
B) marketing manipulation of consumers' fears.
C) the way we live our lives to achieve our goals.
D) motivations turned into perceptual maps.
E) determined by demographics.

Accepted Answer

Lifestyles are the way we live our lives to achieve our goals, which are provided by our values. It is the way we choose to lead our life based on our goals and what we want to accomplish.

Question 2

The Lite beer commercial with the slogan,"less filling,tastes great," was based on __________ segmentation.
A) geographic
B) geodemographic
C) psychographic
D) benefit
E) loyalty

Accepted Answer

The slogan "less filling, tastes great" implies that the segmentation is based on the benefit of the product. It suggests that the beer will provide the benefit of being less filling without sacrificing taste. Therefore, the correct choice is D (benefit).

Question 3

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers' __________,suggesting "be like me."
A) geographic choices
B) self-concepts
C) loyalty references
D) benefit perceptions
E) demographics

Accepted Answer

The images of young people in commercials are designed to appeal to consumers' self-concepts. The advertisements suggest that if consumers purchase the product, they will become part of a group of young, energetic, and happy people.

Question 4

Marketers like Benetton want their ads to appeal to one's self-concept,suggesting to consumers
A) "Trendy products for the masses."
B) "I'm like them,so I should buy their products."
C) "I will never be rich,but I can dress like I am."
D) "Be Peace."
E) "All is fair in love,marketing,and war."

Accepted Answer

Marketers like Benetton often want their ads to appeal to one's self-concept, suggesting that "I'm like them, so I should buy their products." By presenting models with specific traits or characteristics that the target audience can relate to or aspire to have, the ads create a connection between the brand and the consumer's self-identity.

Question 5

Television advertising has recently expanded to include "mini-ads," which are short ads lasting five to ten seconds.These ads are most useful in advertising to men,since men are more likely than women to channel surf during commercial breaks.This type of advertising will be more useful to marketers engaged in __________ segmentation.
A) demographic
B) psychographic
C) behavioral
D) benefits
E) geographic

Accepted Answer

The answer of Television advertising has recently expanded to include...

Question 6

Psychographics is the segmentation method that delves into how consumers
A) adjust to demographic changes.
B) allocate scarce incomes to a variety of goods and services.
C) describe themselves.
D) value their livelihoods.
E) all of these

Accepted Answer

Psychographics is the study of consumers' personalities, values, beliefs, attitudes, interests, and lifestyles, and how they describe themselves. Therefore, the best choice for this question is option C. Options A, B, D, and E are not accurate descriptions of psychographics.

Question 7

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.
A) benefit
B) geodemographic
C) psychographic
D) loyalty
E) demographic

Accepted Answer

The toothpaste marketers are dividing the market based on the benefits that consumers expect from the toothpaste, such as whitening, gum protection, tartar control, and fresh breath. This is benefit segmentation, which focuses on the specific benefits that consumers are seeking from a product or service.

Question 8

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because
A) it is based on underlying reasons why people make choices.
B) it is easier to use than demographics.
C) the travel business doesn't respond well to other approaches to segmentation.
D) psychographics is the preferred method for service businesses.
E) psychographic segmentation is the least expensive method.

Accepted Answer

Psychographics allows for a deeper understanding of consumer behavior and motivations, which can lead to more accurate and targeted marketing strategies. Demographic segmentation only looks at surface-level characteristics such as age, gender, and income, while psychographic segmentation looks at values, beliefs, interests, and personality traits. This can be particularly useful in the travel industry where consumers may have very specific reasons for choosing a particular destination or type of travel experience.

Question 9

__________ segmentation is the segmentation method most directly related to value creation for consumers.
A) Geographic
B) Demographic
C) Psychographic
D) Benefit
E) Geodeomographic

Accepted Answer

Benefit segmentation focuses on understanding the specific benefits or values that consumers are looking for in a product or service. By identifying and targeting specific benefits, companies can create more value for consumers and differentiate themselves from competitors. Geographic, demographic, and psychographic segmentation may provide insights into consumer behavior, but they do not necessarily relate directly to value creation. Geodeomographic segmentation is a combination of geographic and demographic segmentation.

Question 10

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on
A) providing classes at convenient times and offering online courses.
B) discount pricing for students taking more than twelve credit hours.
C) the higher average salaries earned by college graduates.
D) the great variety of classes offered.
E) the number of Nobel Prize winners on the faculty.

Accepted Answer

Benefit segmentation involves identifying the specific benefits that a particular group of customers is seeking and tailoring marketing efforts to meet those needs. In this case, targeting students who want to get a degree quickly while still working full time would require offering classes at convenient times (such as evenings and weekends) and offering online courses that can be accessed at any time. Option A covers both of these aspects, making it the best choice. Option B may be a consideration, but it only focuses on pricing and doesn't address the time constraints of working students. Option C and D may be attractive to some students, but they are not specific to the target group of students. Option E is not relevant to the target group's needs.

Question 11

In order to develop psychographic segments,the marketer must understand consumers'
A) age,income,and education.
B) gender,race,and religion.
C) disposable personal income,benefit perceptions,and alternative egos.
D) self-values,self-concept,and lifestyles.
E) buying patterns and behaviors.

Accepted Answer

Psychographic segments are based on consumers' self-values, self-concept, and lifestyles, as these factors influence their attitudes, beliefs, and behaviors. Age, income, education, gender, race, and religion may also be used to create segments, but they are more commonly used for demographic segmentation. Disposable personal income, benefit perceptions, and alternative egos are not widely used as segmentation variables. Buying patterns and behaviors may be used for behavioral segmentation, but not necessarily for psychographic segmentation.

Question 12

Demographic segmentation is segmentation based on all of the following EXCEPT
A) age.
B) gender.
C) education.
D) income.
E) lifestyle.

Accepted Answer

The answer of Demographic segmentation is segmentation based on all...

Question 13

Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment.Understanding the values of this market segment allows marketers to
A) emphasize the benefits these consumers are looking for in a college education.
B) lower the price for this market segment.
C) offer alternative courses based on geographic location.
D) employ loyalty marketing strategies.
E) utilize micromarketing strategies.

Accepted Answer

By emphasizing the benefits that nontraditional college students are looking for in a college education, such as self-respect and self-fulfillment, education marketers can better attract and retain these students. This may include marketing the flexibility of online courses, the opportunity for career advancement, and access to resources such as tutoring and career counseling. Lowering the price or offering alternative courses based on location may be beneficial, but these strategies alone may not address the primary motivations of this market segment. Loyalty marketing strategies and micromarketing strategies may also be useful in reaching nontraditional college students, but emphasizing the benefits of a college education is key.

Question 14

Firms might use multiple segmentation methods to
A) tailor communications
B) design products
C) determine the substance of the marketing message
D) all of these
E) none of these

Accepted Answer

Firms might use multiple segmentation methods to tailor communications, design products, and determine the substance of the marketing message. Therefore, the correct answer is D, all of these options.

Question 15

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.
A) geodemographic
B) benefit
C) psychographic
D) loyalty
E) geographic

Accepted Answer

The answer of The phrase "birds of a feather flock...

Question 16

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.
A) geographic
B) self-concept
C) psychographic
D) benefit
E) behavioral

Accepted Answer

Baby Boomers' motivation for self-fulfillment suggests that they are likely to be segmented based on psychographic factors such as values, interests, and personality traits. This type of segmentation can help travel marketers tailor their messaging and offerings to Boomers' specific desires and motivations, potentially leading to increased engagement and sales. Geographic, self-concept, benefit, and behavioral segmentation may also be relevant for Boomers, but psychographic segmentation is the best fit based on the given information.

Question 17

VALS is the most widely used __________ segmentation tool.
A) geographic
B) behavioral
C) psychographic
D) benefits
E) geodemographic

Accepted Answer

VALS is a psychographic segmentation tool that categorizes consumers based on their values, lifestyles, and personality traits. It helps marketers to better understand their target audience and create effective communication strategies.

Question 18

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation
A) is available only in limited geographic areas.
B) is rarely used and unproven.
C) offers only one-to-one marketing potential.
D) is a more expensive method for identifying potential customers.
E) is still an unproven area.

Accepted Answer

Psychographic segmentation requires detailed information about consumers' attitudes, values, and beliefs, which can be obtained through methods like surveys or focus groups. This can be a more expensive process than simply gathering demographic information like age or gender.

Question 19

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.
A) demographic; psychographic
B) geographic; geodemographic
C) psychographic; demographic
D) demographic; behavioral
E) demographic; benefit

Accepted Answer

Psychographic segmentation, which involves dividing the market based on personality traits, values, attitudes, interests, and lifestyles of consumers, often provides deeper insights into consumer behavior than demographic segmentation, which categorizes the market by observable characteristics such as age, gender, income, and education. Psychographics can explain why people buy, whereas demographics tend to describe who the buyer is.

Question 20

Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.Golden Years is using __________ segmentation.
A) benefit
B) self-actualization
C) psychographic
D) loyalty
E) geodemographic

Accepted Answer

Geodemographic segmentation combines demographics and geography to segment consumers based on where they live, their lifestyle, values, and behavior. Golden Years is targeting consumers who live in Florida, and who are over 65, which is a clear example of geodemographic segmentation. They are using geographic information (Florida) and demographic information (age) to target a specific group of consumers.

Quiz 9: Segmentation,Targeting,and Positioning

If values provide goals,and self-concept is the way we see ourselves,lifestyles are

The Lite beer commercial with the slogan,"less filling,tastes great," was based on __________ segmentation.

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers' __________,suggesting "be like me."

Marketers like Benetton want their ads to appeal to one's self-concept,suggesting to consumers

Psychographics is the segmentation method that delves into how consumers

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

__________ segmentation is the segmentation method most directly related to value creation for consumers.

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on

In order to develop psychographic segments,the marketer must understand consumers'

Demographic segmentation is segmentation based on all of the following EXCEPT

Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment.Understanding the values of this market segment allows marketers to

Firms might use multiple segmentation methods to

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

VALS is the most widely used __________ segmentation tool.

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.

Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.Golden Years is using __________ segmentation.