Marketing Chapter 5 - Set 1

1. Which of the following is not a psychographic segment variable:

Channel loyalty.

5. Which of the following is not a major actionable segmentation criterion

Demographic segmentation.

8. Conventional wisdom is that you try which of the following in segmenting a market:

Geographic criteria. Demographic criteria. Pyschographic criteria. Behavioral criteria.

7. Changing customer preferences changes demand that changes seller supply that in turn changes what:

Customer preferences and demand.

6. The direct determinant of customer profitability is

Customer purchases of high margin products and services. The sheer quantity of purchases made per year (size of the customer) Low selling costs to the customer low delivery costs, and after-sales service costs.

3. The conventional way to evaluate segment criteria is by:

Substantiality, accessibility and fit.

10. Which of the following drinks are most preferred by students to relieve a headache:

Tea

2. The traditional way of segmenting is by

Trial and error

4. You take the variation in demand across all consumers and cluster it into segments where demand:

Varies relatively little between consumers in a segment and varies a lot between segments.

9. The basic benefits sought ________ as the automobile replaced the horse and cart.

did not change