Question 1

Income,ethnic background,gender,and age are all examples of _____ segmentation bases.
A) geodemographic
B) organizational
C) demographic
D) socioeconomic
E) psychographic

Accepted Answer

The given options are segmentation bases in marketing, and demographic segmentation involves dividing the market based on demographic variables like age, gender, income, and ethnicity. Hence, option C is the correct answer.

Question 2

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.What demographic variables have been used to define the market for this book?
A) benefit and lifestyle
B) gender and family life-cycle stage
C) age,gender,and personality
D) benefit and gender
E) usage-rate and lifestyle

Accepted Answer

The book is specifically targeted towards fathers who are new to parenting, therefore the demographic variables used to define the market would include gender (male) and family life-cycle stage (new fatherhood).

Question 3

You would expect to find more stores targeting hunters in Idaho than in Delaware because hunting is a more popular pastime in the Rocky Mountain state than it is in the Eastern Seaboard state.A national chain of stores targeted to hunters would likely use _____ segmentation when stocking merchandise in a particular store.
A) geographic
B) economic
C) demographic
D) benefit
E) geodemographic

Accepted Answer

Geographic segmentation would be the most relevant in this scenario as the stores would need to stock merchandise according to the interests and preferences of hunters in a specific location, which would vary depending on the geography and climate of the region.

Question 4

E&V Bridal Studios is a wedding consulting business targeted to East Asians.It accommodates the various cultures by providing services to appeal to Koreans,Vietnamese,Chinese,and Japanese customers.E&V Bridal Studio relies on a ____ segmentation variable to identify its market.
A) geographic
B) sociocultural
C) socioeconomic
D) usage rate
E) demographic

Accepted Answer

The answer of E&V Bridal Studios is a wedding consulting...

Question 5

ProtecTV is a product that selectively mutes words and phrases that some people find objectionable.It can be connected to a television,VCR,DVD player,or a satellite TV system.The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.What demographic segmentation variable has its manufacturer used to identify its target market?
A) gender
B) benefit
C) usage-rate
D) family life cycle
E) ethnic

Accepted Answer

The manufacturer of ProtecTV has used the family life cycle segmentation variable to identify its target market, specifically parents who want to protect their children from offensive language.

Question 6

The Grief Store sells keepsake urns,cremation urns,funeral jewelry,and books on how to cope with the grief caused by a loved one dying.Demographically,the Grief Sore is probably using _____ segmentation.
A) benefit
B) lifestyle
C) motive
D) gender
E) family life-style

Accepted Answer

The Grief Store is likely using benefit segmentation, as it targets customers based on the specific benefits they seek, such as coping with grief and memorializing loved ones.

Question 7

Elle magazine is targeted to women under 30 years of age.The magazine's segmentation plan is based on _____ segmentation.
A) demographic
B) sociocultural attributes
C) psychographic
D) usage rate
E) geodemographic

Accepted Answer

The segmentation plan of Elle magazine is based on demographic segmentation as it targets women under 30 years of age. Demographic segmentation divides the market based on demographic variables such as age, gender, income, education, etc. In this case, the age of the target audience is a key factor in the segmentation plan, making it a clear example of demographic segmentation.

Question 8

The debate over gay marriages is causing a great deal of furor,but it has done little to deplete the importance of the affluent gay market to businesses.Georgia Pacific and Mitchell Gold,a furniture manufacturer,are two companies that have implemented and maintained marketing mixes designed to meet the needs of lesbians and gays.To these companies and others,lesbians and gays are a desirable:
A) market sample
B) target market
C) perceived market
D) functional market
E) market base

Accepted Answer

The term "target market" refers to a specific group of consumers that a company is trying to reach with its marketing efforts. In this case, Georgia Pacific and Mitchell Gold are targeting the lesbian and gay community as a specific demographic with unique needs and preferences, making them a target market for these companies.

Question 9

In Miami,the most popular Cuban radio station starts broadcasting in Russian for two hours daily to reach the 300,000 Russian-speaking people that live in South Florida.The radio station is using _____ segmentation.
A) usage rate
B) ethnic
C) socioeconomic
D) geographic
E) gender

Accepted Answer

The radio station is using ethnic segmentation by targeting the Russian-speaking population in South Florida.

Question 10

In 2004,T.D.Waterhouse USA tied one of its promotional campaigns to the Chinese New Year.The slogan used for the campaign was "Plan Now for Success during the Upcoming Year of the Monkey." Postcards were mailed to Asian-Americans all over the United States.The segmentation base used for this strategy was:
A) geodemographic
B) geographic
C) demographic
D) lifestyle
E) psychographic

Accepted Answer

The segmentation base used for this promotional campaign was demographic because it targeted Asian-Americans specifically, based on their shared demographic characteristics of ethnicity and cultural background.

Question 11

Finding that having to pester mom to take them to get their film processed inhibited kids from taking pictures,Kodak introduced a camera set that included a single-use camera packaged with an envelope to mail the film back to Kodak for developing.Kodak's segmentation plan used _____ segmentation.
A) ethnicity
B) income
C) age
D) gender
E) occupation

Accepted Answer

The segmentation plan used age as it targeted kids who were interested in taking pictures but were limited by the inconvenience of having to ask their parents to take them to get the film developed.

Question 12

Almost all cell phones sold in the United States sold are black.Almost all cell phones sold in Europe are color,and very few black phones are sold.A cell phone manufacturer knowing this information could use _____ segmentation when selling its phones internationally.
A) geographic
B) economic
C) demographic
D) benefit
E) multi-positioning

Accepted Answer

The information provided indicates that there is a clear difference in the preferences of cell phone color between the United States and Europe. Therefore, the use of geographic segmentation would be appropriate to target the specific preferences of consumers in each region.

Question 13

A manufacturer of blankets knows heavy 100 percent wool blankets sell better in the New England area where the winters are harsh and that lighter-weight blankets sell better in the Southeast market where mild winters require fewer and lighter covers for the bed.Segmenting the market according to climate is an example of _____ segmentation.
A) psychographic
B) lifestyle
C) perceptual
D) demographic
E) geographic

Accepted Answer

The segmentation of the market based on the climate of different regions is an example of geographic segmentation. This approach divides the market based on geographic boundaries, such as regions, cities, or even neighborhoods, and helps businesses to tailor their products or services to the specific needs or preferences of customers in each area.

Question 14

Marketers use _____ to segment markets because this information is widely available,and factors such as age or gender are often related to consumer purchasing and consumption behavior.
A) benefits
B) psychographics
C) demographics
D) usage rates
E) sociocultural attributes

Accepted Answer

Demographics, such as age, gender, income, and education level, are commonly used by marketers to segment markets because they are easy to measure and are often related to consumer behavior patterns. For instance, younger consumers may be more likely to purchase certain products or use certain services than older consumers, while women may purchase different products than men.

Question 15

Which of the following statements is NOT a reason why consumer goods companies take a regional approach to marketing,rather than a national approach?
A) Many firms need to find new ways to generate sales because of sluggish and intensely competitive markets.
B) A regional approach gives marketing managers control over the competitive environment.
C) Computerized checkout stations with scanners enable retailers to assess accurately which brands sell the best in each region.
D) Many packaged goods manufacturers are introducing new regional brands intended to appeal to local preferences.
E) A more regional approach allows companies to react more quickly to competition.

Accepted Answer

A regional approach does not give marketing managers control over the competitive environment; it allows them to tailor strategies to better fit regional preferences and conditions.

Question 16

Women have been treated as second-class citizens by the sporting goods industry,but in 2002,sporting goods manufacturers and retailers began aggressively pursuing this market.Nike opened two women-only boutiques called Nike Goddess to test how receptive women are to its new merchandising concepts.Which type of demographic segmentation is the sporting goods industry using?
A) lifestyle
B) usage rate
C) benefit
D) age
E) gender

Accepted Answer

The sporting goods industry is using gender as the demographic segmentation as they are targeting women and creating women-only boutiques.

Question 17

General Mills,Inc.,is the owner of the Betty Crocker brand.The Betty Crocker catalog sells cooking equipment and tableware and was initially targeted to women 45 and older.In 2001,General Mills decided to revamp the catalog to reach women between the ages of 25 and 45.What demographic variables did General Mills use to segment its market?
A) gender and age
B) lifestyle,gender,and age
C) gender,age,benefit,and family life cycle
D) benefit and age
E) benefit and gender

Accepted Answer

General Mills used gender and age as demographic variables to segment its market, focusing on women and adjusting the age range from 45 and older to 25 to 45.

Question 18

The New York Life Insurance Company has developed a Web site for Chinese Americans.The site is written in both Mandarin and Cantonese languages and reflects the Chinese culture with its use of the traditional colors of red and gold.According to the text,why would New York Life have developed a site specifically targeted to Chinese Americans instead of the Asian American market?
A) The Asian American market is homogeneous.
B) All Asian Americans have the same cultural traditions.
C) Asian Americans comprise the largest minority in the United States.
D) New York Life has targeted one of the Asian American submarkets.
E) While Asian Americans have substantial buying power,average household income is substandard.

Accepted Answer

The passage indicates that the New York Life Insurance Company developed the website specifically for Chinese Americans, which suggests that they have targeted a particular submarket within the broader Asian American market. The passage does not provide evidence to support any of the other answer choices.

Question 19

E&V Bridal Studio us a wedding consulting business has defined its market segments as couples with an Asian heritage who want to include elements of their culture in their wedding to make the event more special.What form of demographic segmentation does the bridal studio use?
A) geographic
B) income
C) ethnic
D) benefit
E) lifestyle

Accepted Answer

The bridal studio is using ethnic segmentation by targeting couples with an Asian heritage who want to incorporate their cultural elements into their wedding.

Question 20

According to the text,Procter & Gamble would have sponsored Explosion Musical,a six-city concert tour targeting Hispanic teens,because:
A) P&G wanted to use niche marketing to reach a segment that lacks accessibility
B) statistics indicate that Hispanic Americans are migrating to northeastern cities
C) of how quickly this segment of the U.S.population is growing
D) Hispanic Americans do not drink any beverages with caffeine
E) Hispanic Americans have consumption patterns similar to other wealthy American groupings

Accepted Answer

Procter & Gamble likely sponsored the concert tour because the Hispanic segment of the U.S. population is growing rapidly, making it a valuable target market for their products.

Quiz 7: Segmenting and Targeting Markets

Income,ethnic background,gender,and age are all examples of _____ segmentation bases.

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.What demographic variables have been used to define the market for this book?

E&V Bridal Studios is a wedding consulting business targeted to East Asians.It accommodates the various cultures by providing services to appeal to Koreans,Vietnamese,Chinese,and Japanese customers.E&V Bridal Studio relies on a ____ segmentation variable to identify its market.

The Grief Store sells keepsake urns,cremation urns,funeral jewelry,and books on how to cope with the grief caused by a loved one dying.Demographically,the Grief Sore is probably using _____ segmentation.

Elle magazine is targeted to women under 30 years of age.The magazine's segmentation plan is based on _____ segmentation.

In Miami,the most popular Cuban radio station starts broadcasting in Russian for two hours daily to reach the 300,000 Russian-speaking people that live in South Florida.The radio station is using _____ segmentation.

Finding that having to pester mom to take them to get their film processed inhibited kids from taking pictures,Kodak introduced a camera set that included a single-use camera packaged with an envelope to mail the film back to Kodak for developing.Kodak's segmentation plan used _____ segmentation.

Almost all cell phones sold in the United States sold are black.Almost all cell phones sold in Europe are color,and very few black phones are sold.A cell phone manufacturer knowing this information could use _____ segmentation when selling its phones internationally.

Marketers use _____ to segment markets because this information is widely available,and factors such as age or gender are often related to consumer purchasing and consumption behavior.

Which of the following statements is NOT a reason why consumer goods companies take a regional approach to marketing,rather than a national approach?

E&V Bridal Studio us a wedding consulting business has defined its market segments as couples with an Asian heritage who want to include elements of their culture in their wedding to make the event more special.What form of demographic segmentation does the bridal studio use?

According to the text,Procter & Gamble would have sponsored Explosion Musical,a six-city concert tour targeting Hispanic teens,because: