Question 1

Micromarketing is
A)a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets.
B)developing a very specific marketing mix that will effectively meet the needs of only a small segment of the market.
C)marketing efforts that are tightly controlled by high-level executives in the organization.
D)a way to segment the market to meet the needs of individuals with the same motives and personality attributes.
E)creating advertising that is so specific to a certain type of individual that few people outside that micromarket will respond to the message.

Accepted Answer

Micromarketing is a market segmentation approach in which firms focus their marketing efforts precisely on very small geographic markets. It involves identifying a very specific target market, usually within a small geographical area or location, and developing marketing strategies that are tailored to that market. This approach allows for greater customization and personalization of marketing efforts, which can result in higher conversion rates and sales.

Question 2

If Campbell were to offer single serving "Soup for One" packages to household markets,it would be using segmentation based on
A)income.
B)age.
C)preferences.
D)geographic considerations.
E)family life cycle.

Accepted Answer

The answer of If Campbell were to offer single serving...

Question 3

Kelly's Kids is a home-based business that sells high-quality children's clothing at premium prices using in-home parties.These in-home parties typically cater to families with small children and middle- to upper-middle-class income.Kelly's Kids is using ____ variables to segment its market.
A)demographic
B)psychographic
C)sociographic
D)behavioristic
E)geographic

Accepted Answer

Kelly's Kids is segmenting its market based on the demographic variable of income and family lifecycle stage (families with small children).

Question 4

Justin Franklin's company is interested in locating areas where the average income is high,the average age range is 25-35 years,and the lifestyles of the people involve extreme adventures and dangerous leisure activities.His company would most likely find possible markets through
A)U.S.Census Bureau information.
B)geographic segmentation variables.
C)geodemographic segmentation.
D)climate information.
E)psychographic segmentation.

Accepted Answer

Geodemographic segmentation combines geographic and demographic segmentation to identify potential markets based on a variety of factors, including income, age range, and lifestyle. This approach would be the most effective for Justin Franklin's company to find areas where people have a high income, are in a specific age range, and enjoy extreme adventures and dangerous leisure activities.

Question 5

Which of the following is not one of the major categories of consumer market segmentation variables?
A)Demographic characteristics
B)Geographic variables
C)Psychographic dimensions
D)Situational variables
E)Behavioristic characteristics

Accepted Answer

The major categories of consumer market segmentation variables are demographic characteristics, geographic variables, psychographic dimensions, and behavioristic characteristics. Situational variables are a type of segmentation variable, but they are not considered one of the major categories. Situational variables include factors such as the occasion for purchase, the timing of the purchase, and the buyer's mood or situation at the time of the purchase.

Question 6

A marketer that targets customers based on marital status and the presence and age of children is using
A)behavioristic segmentation.
B)lifestyle variables.
C)psychographic variables.
D)family life cycle.
E)phase of life segmentation.

Accepted Answer

The marketer is using the family life cycle approach, which segments customers based on their current life stage, including their marital status and the presence and age of children. This approach is commonly used by marketers to customize their messaging and target their products to the specific needs and preferences of customers at different stages of family life.

Question 7

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas.What is this segmentation variable called?
A)Micromarketing
B)Population
C)Market density
D)MSA
E)PMSA

Accepted Answer

The segmentation variable concerned with the number of potential customers in a certain area of land is market density. Market density refers to the number of potential customers within a unit of land, such as a square mile or a zip code. For marketers, understanding market density is important because it can help them determine the potential demand for their products or services in a particular area and tailor their marketing efforts accordingly.

Question 8

Alpine Ski Shops is looking for new markets for both its brick and mortar retail stores and its catalog division.Alpine Ski Shops would most likely use a(n)______ base for market segmentation of its stores and a(n)base for market segmentation of its catalog division?
A)behavioristic;geographic
B)geographic;demographic
C)demographic;psychographic
D)environmental;demographic
E)geographic;behavioristic

Accepted Answer

The answer of Alpine Ski Shops is looking for new...

Question 9

Which of the following products is least likely to be segmented according to stages in the family life cycle?
A)Single-family homes
B)Cars and SUVs
C)European vacations
D)Soft drinks
E)General Electric appliances

Accepted Answer

Soft drinks are products that are consumed by people of all ages and life stages. Therefore, they are least likely to be segmented according to stages in the family life cycle.

Question 10

With its Venus razor,Gillette was the first marketer to offer a triple blade razor specifically designed for women.This is an example of market segmentation using ____ variables.
A)demographic
B)psychographic
C)geographic
D)family life cycle
E)product use

Accepted Answer

The fact that Gillette designed a razor specifically for women indicates that it was targeting women as a demographic segment. The use of triple blades could also be seen as a product-use variable, but the fact that the razor was marketed to women suggests that demographic segmentation was the primary focus.

Question 11

Family life cycle is most typically based on
A)income.
B)geographic location.
C)marital status and age of children.
D)occupation.
E)buying power.

Accepted Answer

Family life cycle is based on the various stages a family goes through as they age, from the age when they first meet and marry, to the age when their children grow up and leave home. The cycle is typically divided into stages based on the marital status and age of children, which is why choice C is the best answer. Income, geographic location, occupation, and buying power may be factors that impact a family's lifestyle, but they are not the primary factors used to define the different stages of the family life cycle.

Question 12

Which of the following products is most likely to have its market segment based on age?
A)Nike shoes
B)Lipton Iced Tea
C)Bic pens
D)Legos
E)Carpet

Accepted Answer

Legos are often marketed towards children and their parents, therefore age is a significant factor in their market segment. The other products may have various market segments based on other factors such as gender, lifestyle, or income.

Question 13

Subaru is producing a new seven-passenger van with all-wheel drive.Which of the following would be the best variables for segmenting the market for this new model?
A)Gender and age
B)Geographic location and family life cycle
C)Income and geographic location
D)Family life cycle and income
E)Geographic location and gender

Accepted Answer

Geographic location and family life cycle would be the best variables for segmenting the market for this new model as the target audience would likely be families with a need for a seven-passenger vehicle and living in areas with a higher demand for all-wheel-drive vehicles, such as areas with snow or rough terrain.

Question 14

Segmentation variables are usually grouped into four categories:
A)demographic,geographic,religion,and income.
B)geopolitical,income,behavioristic,and psychographic.
C)attitudes,lifestyles,behaviors,and gender.
D)geographic,demographic,psychographic,and attitudes.
E)demographic,geographic,psychographic,and behavioristic.

Accepted Answer

This is the standard and widely accepted categorization of segmentation variables – demographic, geographic, psychographic, and behavioristic.

Question 15

Systems such as PRIZM and Acorn provide companies with lifestyle and demographic information about neighborhoods throughout the United States.This information is used to aid
A)behavioristic segmentation.
B)geodemographic segmentation.
C)market density analysis.
D)demographic segmentation.
E)geographic segmentation.

Accepted Answer

PRIZM and Acorn are geodemographic systems that combine demographic and geographic data to segment consumers based on shared characteristics, behaviors, and lifestyles. Therefore, the correct choice is geodemographic segmentation (B). Options A, C, D, and E are incorrect because they refer to other segmentation methods that do not involve using geodemographic systems.

Question 16

Cosmopolitan magazine,Car and Driver magazine,Secret deodorant,and Axe body wash are all products whose marketers have used segmentation based on
A)behavior.
B)psychographics.
C)product use.
D)gender.
E)income.

Accepted Answer

These products are often marketed based on gender, as they are typically targeted towards specific male or female audiences.

Question 17

TimeWarner Cable uses a segmentation strategy for its cable TV packages based on market characteristics such as age,gender,or income.Which of the following segmentation variables is TimeWarner using?
A)Demographic
B)Geographic
C)Psychographic
D)Product-related
E)Education

Accepted Answer

TimeWarner Cable is using demographic segmentation variables such as age, gender, and income to tailor their cable TV packages for different market segments.

Question 18

Zerex markets its radiator liquid to different markets;one as a coolant and the other as antifreeze.Which of the following segmentation variables is Zerex most likely using?
A)Demographic
B)Psychographic
C)Environmental
D)Geographic
E)Behavioristic

Accepted Answer

Zerex is most likely using geographic segmentation as it is marketing the radiator liquid as a coolant and antifreeze, which are both product functions that are tied to specific geographical locations that experience either hot temperatures or cold temperatures. For example, the coolant function caters to the needs of people living in hot regions, while the antifreeze function caters to those living in colder regions.

Question 19

Retail-site location analyses,unique product offerings,and special advertising campaigns are all examples of the use of
A)market density.
B)demographic segmentation.
C)behavioristic segmentation.
D)environmental segmentation.
E)micromarketing.

Accepted Answer

Retail-site location analyses, unique product offerings, and special advertising campaigns are all examples of micromarketing, which is the practice of tailoring marketing efforts to specific individuals or small groups based on their specific needs, preferences, or behaviors. This is different from broader forms of segmentation like demographic or behavioristic segmentation, which categorize larger groups of individuals based on characteristics like age, income, or purchasing habits. Micromarketing allows companies to create more targeted and personalized marketing campaigns that are likely to be more effective at driving conversions and building brand loyalty.

Question 20

Population density and city size are ____ variables used for market segmentation.
A)geographic
B)demographic
C)psychographic
D)environmental
E)geodemographic

Accepted Answer

Population density and city size are both geographic variables as they relate to the physical location and characteristics of a place. Demographic variables would include characteristics of the population, such as age or income, while psychographic variables would look at attitudes and values. Environmental variables would consider factors like climate or natural resources. Geodemographic variables would look at the intersection of geographic and demographic factors.

Quiz 6: Target Markets: Segmentation and Evaluation

Micromarketing is

If Campbell were to offer single serving "Soup for One" packages to household markets,it would be using segmentation based on

Kelly's Kids is a home-based business that sells high-quality children's clothing at premium prices using in-home parties.These in-home parties typically cater to families with small children and middle- to upper-middle-class income.Kelly's Kids is using ____ variables to segment its market.

Justin Franklin's company is interested in locating areas where the average income is high,the average age range is 25-35 years,and the lifestyles of the people involve extreme adventures and dangerous leisure activities.His company would most likely find possible markets through

Which of the following is not one of the major categories of consumer market segmentation variables?

A marketer that targets customers based on marital status and the presence and age of children is using

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas.What is this segmentation variable called?

Alpine Ski Shops is looking for new markets for both its brick and mortar retail stores and its catalog division.Alpine Ski Shops would most likely use a(n) ______ base for market segmentation of its stores and a(n) base for market segmentation of its catalog division?

Which of the following products is least likely to be segmented according to stages in the family life cycle?

With its Venus razor,Gillette was the first marketer to offer a triple blade razor specifically designed for women.This is an example of market segmentation using ____ variables.

Family life cycle is most typically based on

Which of the following products is most likely to have its market segment based on age?

Subaru is producing a new seven-passenger van with all-wheel drive.Which of the following would be the best variables for segmenting the market for this new model?

Segmentation variables are usually grouped into four categories:

Systems such as PRIZM and Acorn provide companies with lifestyle and demographic information about neighborhoods throughout the United States.This information is used to aid

Cosmopolitan magazine,Car and Driver magazine,Secret deodorant,and Axe body wash are all products whose marketers have used segmentation based on

TimeWarner Cable uses a segmentation strategy for its cable TV packages based on market characteristics such as age,gender,or income.Which of the following segmentation variables is TimeWarner using?

Zerex markets its radiator liquid to different markets;one as a coolant and the other as antifreeze.Which of the following segmentation variables is Zerex most likely using?

Retail-site location analyses,unique product offerings,and special advertising campaigns are all examples of the use of

Population density and city size are ____ variables used for market segmentation.