Quiz 6

Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation.

behavioral

Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward lower-income consumer groups. Lilly's most likely segments the consumer market based on ________ variables.

demographic

Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of advertisements and promotions. The supplier is segmenting its market according to ________.

geographic location

________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.

market segmentation

Marketing the same product to a huge customer base without any customization is referred to as ________.

mass marketing

When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________.

measurable

________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

positioning

Bose promises "better sound through research." This is an example of ________.

product differentiation

________ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics.

psychographic

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.

usage rate