Question 1

The law of disproportionality suggests that ________ percent of the company's menu or profits are accounted for the 20% of a firm's products or customers.
A)50
B)60
C)70
D)80
E)90

Accepted Answer

The law of disproportionality, also known as the Pareto principle or the 80/20 rule, states that roughly 80 percent of the effects come from 20 percent of the causes. Therefore, option D is the correct choice as it suggests that 80 percent of the company's menu or profits are accounted for by the 20 percent of the firm's products or customers.

Question 2

In 2011,the ten most populous countries in the world accounted for just over ________ percent of the world income.
A)ten
B)twenty
C)thirty
D)forty
E)fifty

Accepted Answer

The answer of In 2011,the ten most populous countries in...

Question 3

"Usage rates" and "user status" are important criteria for which segmentation variable?
A)demographic
B)occupational
C)psychographic
D)behavioral
E)benefit

Accepted Answer

Usage rates and user status are behavioral segmentation variables, which segment consumers based on their behavior towards a product or service. Usage rates refer to the frequency and quantity of product/service usage, while user status refers to the user's loyalty, potential for repeat purchase, and level of brand awareness. The behavioral segmentation variable considers consumer behavior, which is a critical factor in determining consumer needs, preferences, and purchase decisions. Therefore, D is the correct answer.

Question 4

McDonald's operates in over 118 countries;however,80% of its restaurants are located in nine countries which does not include the following country market:
A)Australia.
B)Brazil.
C)Germany.
D)India.
E)Japan.

Accepted Answer

McDonald's operates in over 118 countries but its 80% restaurants are located in nine countries which are the United States, China, Japan, Canada, Germany, France, the United Kingdom, Brazil, and Australia. India is not included in this list.

Question 5

Nutraceuticals are health food products which are manufactured by:
A)Kraft foods.
B)General Mills
C)Campbell's soups.
D)Nestlé foods.
E)Gerber foods.

Accepted Answer

Nutraceuticals are typically manufactured by companies that specialize in producing health and wellness products, such as Nestlé foods. The other companies listed primarily produce traditional food and beverage products.

Question 6

Sony's U.S.Consumer segments included all of the following except:
A)Affluent.
B)Zoomers.
C)SoHo.
D)Gen Y.
E)Fashionists.

Accepted Answer

"Fashionists" is not a recognized demographic segment in Sony's U.S. consumer market.

Question 7

Procter & Gamble has identified a group of consumers in Europe who are willing to pay premium prices for pet food that will improve the health of their pets.This is an example of ________ segmentation.
A)demographic
B)psychographic
C)ethnic
D)behavioral
E)benefit

Accepted Answer

This is an example of benefit segmentation because the consumers are identified based on the benefit they want from the product - improving the health of their pets.

Question 8

In response to increasing worldwide concerns about obesity,diabetes,and other food-related health issues,some of the world's largest food companies are developing new products.Nestlé and Groupe Danone SA have developed several health-foods which include all of the following except:
A)Souvenaid.
B)Activa.
C)NutriChoice.
D)Nutraceuticals.
E)Medical Foods.

Accepted Answer

The answer of In response to increasing worldwide concerns about...

Question 9

SRI International developed Values and Lifestyles (VALS).Such a consumer profile would be helpful for which type of segmentation?
A)demographic
B)occupational
C)psychographic
D)behavioral
E)gender

Accepted Answer

The Values and Lifestyles (VALS) developed by SRI International is a form of psychographic segmentation. It categorizes consumers based on their motivations, values, and attitudes, rather than just demographics or behaviors. This type of segmentation is useful for understanding why consumers make the choices they do, and can help marketers tailor their messaging and products to specific psychographic groups.

Question 10

Diageo PLC,V&S Vin & Spirit AB,and Seagram and other marketers know that Russians consume a great deal of vodka.This type of market segmentation can be classified as:
A)demographic.
B)behavioral.
C)psychographic.
D)occupational.
E)benefit.

Accepted Answer

Behavioral segmentation is based on consumer behavior, such as their usage, preferences, and buying patterns. The fact that marketers know that Russians consume a great deal of vodka is an example of behavioral segmentation. It is not based on demographics (such as age or gender), psychographics (such as personality or values), occupations, or benefits sought.

Question 11

In a study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified different lifestyle groups.The segment that is concentrated in high-crime,inner-city neighborhoods were classified as:
A)Successful Idealists.
B)Affluent Materialists.
C)Disaffected Survivors.
D)Trendy Teens.
E)Comfortable Belongers.

Accepted Answer

The lifestyle group that is concentrated in high-crime, inner-city neighborhoods is classified as "Disaffected Survivors." This group is characterized by feelings of alienation from mainstream society and the government, and they often have a pessimistic view of their future prospects.

Question 12

Several years ago,the DMBB agency created a single-country psychographic profile that includes segment labels such as "Cossacks" and "Kuptsy." What country does the survey cover?
A)India
B)Japan
C)Russia
D)China
E)Vietnam

Accepted Answer

The use of segment labels such as "Cossacks" and "Kuptsy" suggests that the country in question is Russia, as both groups have historical significance in Russian culture.

Question 13

A global segment is referred to as "global teens" which includes:
A)people with shared interest in fashions.
B)affluent,well-traveled persons.
C)movie stars.
D)technology professionals.
E)persons having power.

Accepted Answer

The term "global teens" implies that the segment consists of teenagers from around the world. Of the options given, only A - people with shared interest in fashions - could be applicable to a broad group of teens from different countries and cultures. B, C, D, and E all refer to specific subsets of people that may not necessarily apply to teenagers globally.

Question 14

Three Mexican retailers Famso,Grupo Gigant SA,and Grupo Commercial Chedraui SA have opened stores in the United States.This is an indication of:
A)U.S.retailers were lagging behind in collecting demographic information.
B)the Mexican retailers provide better products than American stores.
C)the Hispanic American segments represent a great opportunity for marketers.
D)American businesses cannot compete with Mexican retailers.
E)the Mexican retailers would like to compete with businesses like Best Buy and Circuit City.

Accepted Answer

The fact that Mexican retailers are opening stores in the United States indicates that they see the Hispanic American segments as a great opportunity for marketers. This suggests that there is a demand and potential market for Hispanic American consumers in the United States.

Question 15

The DMBB agency created a psychographic profile of the Russian market.The categories include all of the following except:
A)Kuptsy.
B)Cossacks.
C)Elites.
D)Students.
E)Business Executives.

Accepted Answer

The answer of The DMBB agency created a psychographic profile...

Question 16

Porsche AG uses the label "Top Guns" to describe one segment of its customers,namely those who care about power and control and who expect to be noticed.Such a profile would be based on which type of segmentation?
A)demographic
B)occupational
C)psychographic
D)behavioral
E)gender

Accepted Answer

The described segmentation is based on psychographic factors, such as attitudes, interests, and values, rather than demographic, occupational, behavioral, or gender factors. The label "Top Guns" suggests a desire for power and control, which are psychographic factors.

Question 17

A global segment is referred to as "global teens" which includes:
A)people between the ages of 12 and 19.
B)affluent,well-traveled persons.
C)young global travelers.
D)technology professionals.
E)persons having power.

Accepted Answer

"Global teens" specifically refers to people between the ages of 12 and 19, and does not necessarily imply affluence, travel, technology skills, or power.

Question 18

Psychographic segmentation involves grouping people in terms of their:
A)combined household income.
B)age and income.
C)attitudes,values and lifestyle.
D)psychological well being.
E)gender.

Accepted Answer

Psychographic segmentation involves grouping people based on their attitudes, values, and lifestyle, rather than demographic factors like age or income.

Question 19

In the study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified four lifestyle groups.The group that represents mainstream European consumers was labeled as:
A)Successful Idealists.
B)Affluent Materialists.
C)Young Professionals.
D)Trendy Teens.
E)Disaffected Survivors.

Accepted Answer

The answer of In the study entitled "The Euroconsumer: Marketing...

Question 20

Campbell's Soup is making significant inroads into Japan's $500 million soup market as time-pressed homemakers place a premium on convenience.This type of consumer segmentation by Campbell's Soup is referred to as:
A)demographic.
B)occupational.
C)psychographic.
D)benefit.
E)behavioral.

Accepted Answer

The answer of Campbell's Soup is making significant inroads into...

Quiz 7: Segmentation,targeting,and Positioning

The law of disproportionality suggests that ________ percent of the company's menu or profits are accounted for the 20% of a firm's products or customers.

In 2011,the ten most populous countries in the world accounted for just over ________ percent of the world income.

"Usage rates" and "user status" are important criteria for which segmentation variable?

McDonald's operates in over 118 countries;however,80% of its restaurants are located in nine countries which does not include the following country market:

Nutraceuticals are health food products which are manufactured by:

Sony's U.S.Consumer segments included all of the following except:

Procter & Gamble has identified a group of consumers in Europe who are willing to pay premium prices for pet food that will improve the health of their pets.This is an example of ________ segmentation.

In response to increasing worldwide concerns about obesity,diabetes,and other food-related health issues,some of the world's largest food companies are developing new products.Nestlé and Groupe Danone SA have developed several health-foods which include all of the following except:

SRI International developed Values and Lifestyles (VALS) .Such a consumer profile would be helpful for which type of segmentation?

Diageo PLC,V&S Vin & Spirit AB,and Seagram and other marketers know that Russians consume a great deal of vodka.This type of market segmentation can be classified as:

In a study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified different lifestyle groups.The segment that is concentrated in high-crime,inner-city neighborhoods were classified as:

Several years ago,the DMBB agency created a single-country psychographic profile that includes segment labels such as "Cossacks" and "Kuptsy." What country does the survey cover?

A global segment is referred to as "global teens" which includes:

Three Mexican retailers Famso,Grupo Gigant SA,and Grupo Commercial Chedraui SA have opened stores in the United States.This is an indication of:

The DMBB agency created a psychographic profile of the Russian market.The categories include all of the following except:

Porsche AG uses the label "Top Guns" to describe one segment of its customers,namely those who care about power and control and who expect to be noticed.Such a profile would be based on which type of segmentation?

A global segment is referred to as "global teens" which includes:

Psychographic segmentation involves grouping people in terms of their:

In the study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified four lifestyle groups.The group that represents mainstream European consumers was labeled as:

Campbell's Soup is making significant inroads into Japan's $500 million soup market as time-pressed homemakers place a premium on convenience.This type of consumer segmentation by Campbell's Soup is referred to as: