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