Marketing CHAPTER 7

Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT _____

Brand Personalities

Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation.

Geographic

Lifestyle characteristics and personality characteristics are two types of variables used in ________ segmentation

Psychographic

Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation

Usage rate

The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation

behavioral

Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called?

benefit

When Positive Image, Inc. caters to clothing, cosmetics, and toiletries markets, it most likely uses which type of segmentation?

gender

Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________

loyalty status

Many firms make an effort to identify smaller, better-defined target groups by using _______

multiple segmentation bases

Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

occasion

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________

user status

Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation?

Income

Even though several options are available at any one time, there ________ to segment a market.

Is no single way

Demographic variables are frequently used in market segmentation because they ________.

are easy to measure in comparison to many other methods

By studying its less loyal buyers, a company can detect which brands are most ________ its own.

competitive with

Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?

demographic

Which of the following is the most popular method for segmenting markets?

demographic

What are the four steps, in order, to designing a customer-driven marketing strategy?

market segmentation, targeting, differentiation, and positioning

When a company identifies the parts of the market it can serve best and most profitably, it is practicing

market targeting

Marketers must be most careful to guard against which of the following when using age and life-cycle segmentation?

stereotyping