Marketing Chapter 6 Quiz
Which of the following is a variable used to segment consumer buyers that is not used to segment business buyers? A. Purchasing approaches B. Situational factors C. Personal characteristics D. Operating characteristics E. Psychographics
E. Psychographics
Marketers must be careful to guard against stereotypes when using ________. A. income segmentation B. demographic segmentation C. psychographic segmentation D. benefits segmentation E. age and life cycle segmentation
E. age and life cycle segmentation
Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines? A. Benefits sought B. Usage rate C. Gender D. Income E. Occasion
C. Gender
Munoz Specialty Foods groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Munoz creates a different set of advertisements and promotions. On which of the following segmentation variables does the firm divide its market? A. Behavioral B. Benefits sought C. Geographic D. Demographic E. Personality
C. Geographic
Which of the following describes the process of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers? A. Market targeting B. Differentiation C. Positioning D. Market segmentation E. Mass marketing
C. Positioning
At one time, Miller Beer was known as the "champagne of bottled beer." It was targeted at an elite class of customers. Later, to increase sales, Miller was repositioned to attract members of the working middle class. What is this segmentation method called? A. Benefit B. Usage rate C. Psychographic D. User status E. Behavioral
C. Psychographic
________ segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods. A. Income B. Behavioral C. Demographic D. Lifestyle E. Geographic
E. Geographic
The marketing manager at Arbor's Delicatessen targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Arbors' approach is best referred to as ________ segmentation. A. geographic B. age and life cycle C. benefit D. user status E. psychographic
E. psychographic
If a segment is large enough or profitable enough to serve, it is ________. A. measurable B. accessible C. differentiable D. actionable E. substantial
E. substantial
Firms that manufacture seasonal products target their consumers primarily through ________ segmentation. A. occasion B. age and life-cycle C. income D. psychographic E. demographic
A. occasion
Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ________ segmentation. A. psychographic B. age and life-cycle C. behavioral D. user status E. geographic
A. psychographic
H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward middle-income consumer groups. H2Coast most likely segments the consumer market based on ________ variables. A. psychographic B. demographic C. universal D. geographic E. behavioral
B. demographic
Dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies is known as ______________________. A. differentiation B. positioning C. market segmenting D. market targeting E. mass marketing
C. market segmenting
Kidcomp, an American computer-manufacturing firm, targets children below the age of ten by providing free games and applications. The firm's marketing approach is reflective of ________ segmentation. A. age and life cycle B. income C. gender D. occasion E. geographic
a. age and life cycle