Question 1

What type of market segmentation strategy was Kimberly-Clark, the manufacturer of Huggies diapers, using when it introduced Poise and Depend brands for adults?
A)psychographic
B)physiological
C)demographic
D)geographic
E)behavioral

Accepted Answer

Kimberly-Clark used a demographic segmentation strategy by targeting adults, specifically older adults or those with specific health conditions, with its Poise and Depend brands, differentiating from its Huggies brand which targets babies and young children.

Question 2

A basic form of market segmentation that uses such variables as age, education, and income is called:
A)benefit
B)demographic
C)psychographic
D)population
E)none of the above

Accepted Answer

Demographic segmentation divides the market into segments based on variables like age, gender, income, education, and family size. It is one of the most common strategies for segmenting markets because demographic information is relatively easy to obtain and often correlates with consumers' needs and wants.

Question 3

The 7-member Dover family recently purchased a mini-van because the ads for a Plymouth Horizon showed that it could haul 8 or more people and still have room for books, bags, and sports equipment.Plymouth Horizon was using what form of segmentation with its advertising?
A)psychographic
B)geographic
C)benefit
D)volume
E)concentrated

Accepted Answer

The advertisement for the Plymouth Horizon emphasized the benefits of the vehicle, specifically its capacity to haul 8 or more people along with additional room for items like books, bags, and sports equipment, which aligns with benefit segmentation.

Question 4

In selling telephone service, AT&T tries to gather as much information as possible about the consumer's income, buying habits, service preferences, and occupation.AT&T is utilizing:
A)psychographic data
B)mass customization
C)niche marketing
D)marketing research
E)marketing customization

Accepted Answer

AT&T is utilizing marketing research by gathering information about the consumer's income, buying habits, service preferences, and occupation to better understand and serve their customers. This process involves collecting, analyzing, and interpreting data about customers to improve marketing decisions.

Question 5

Which of the following is the BEST example of a consumer product?
A)a case of toothbrushes sold to a dentist
B)peanuts to be sold by a vendor at a football game
C)a car bought by a real estate agency for its salespeople to use
D)magazines sold to a college bookstore
E)a textbook purchased by a student taking this class

Accepted Answer

A consumer product is intended for the final consumer's personal use. The textbook purchased by a student for a class is the best example of a consumer product, as it is bought by the individual for personal educational use, unlike the other options which are intended for business use or resale.

Question 6

The four major groupings of consumer products are:
A)limited, generic, specialty, and unsought
B)shopping, durable, limited, and nondurable
C)unsought, convenience, shopping, and specialty
D)brand, specialty, shopping, and generic
E)convenience, brand, generic, and manufacturer

Accepted Answer

The four major groupings of consumer products are unsought, convenience, shopping, and specialty. These categories are based on consumer buying behavior and the effort they are willing to put into the purchase process.

Question 7

Topik is a product that is sprayed on thinning hair and makes the hair appear thicker.The manufacturer has identified its potential market as blue-collar workers who earn less than $30,000 per year, are divorced, and who like to think of themselves as weekend athletes.Which segmentation variables are being used to identify the Topik target market?
A)demographic and psychographic
B)benefit and geographic
C)psychographic and volume
D)demographic, geographic, and psychographic
E)benefit, volume, and psychographic

Accepted Answer

The manufacturer is using demographic variables (blue-collar workers who earn less than $30,000 per year, are divorced) and psychographic variables (like to think of themselves as weekend athletes) to identify the Topik target market.

Question 8

_____ segmentation is based on what the product will do rather than on consumer characteristics.
A)Benefit
B)Volume
C)Demographic
D)Psychographic
E)Logical

Accepted Answer

Benefit segmentation focuses on dividing the market based on the perceived value, benefit, or advantage consumers believe they will receive from a product or service, rather than on consumer characteristics such as demographics or lifestyle.

Question 9

Which of the following is a consumer durable?
A)bedroom dresser
B)shampoo
C)pretzels
D)sinus medication
E)razor blades

Accepted Answer

A bedroom dresser is a consumer durable because it is a long-lasting good that does not quickly wear out and provides utility over time, unlike consumable goods such as shampoo, pretzels, sinus medication, and razor blades, which are used up relatively quickly.

Question 10

An ad for Virgin airlines shows a traveler sleeping comfortably in the airline's new seats.This ad is using _____ segmentation to appeal to its market.
A)volume
B)psychological
C)geographic
D)demographic
E)benefit

Accepted Answer

The ad is using benefit segmentation by focusing on the advantage or benefit (comfortable sleeping in new seats) that customers will gain by choosing Virgin airlines. Benefit segmentation targets customers based on the benefits they seek from the product.

Question 11

_____ is the collection, recording, and analysis of data important in marketing and communicating that information to management.
A)Marketing information
B)Marketing research
C)Data collection
D)Market search
E)Marketing customization

Accepted Answer

Marketing research involves the collection, recording, and analysis of data important in marketing and communicating that information to management. It is a systematic process that companies use to understand consumer behavior, market trends, and the effectiveness of their marketing strategies.

Question 12

The manufacturer Mike and Ike, the fruit-flavored chewy candies, has changed its packaging and developed contests all geared to 12- to 17-year-olds.What type of market segmentation identifies its market?
A)psychographic
B)benefit
C)demographic
D)geographic
E)behavioral

Accepted Answer

The correct answer is demographic segmentation because it categorizes the market based on age, which is a demographic characteristic.

Question 13

A (n) _____ is any good or service that satisfies wants, along with its perceived attributes and benefits.
A)market
B)product
C)brand
D)exchange
E)transaction

Accepted Answer

A product is defined as any good or service that satisfies wants, along with its perceived attributes and benefits. This encompasses both tangible goods and intangible services.

Question 14

A marketer that took the city and the climate into consideration as marketing variables would be concerned about _____ segmentation.
A)demographic
B)benefit
C)psychographic
D)volume
E)geographic

Accepted Answer

Geographic segmentation involves dividing a market into different geographical units such as nations, states, regions, cities, or neighborhoods. In this case, considering the city and climate as variables directly relates to geographic segmentation.

Question 15

A recent seminar on attracting retail customers addressed the following fact: "Time is on the mind of the consumer.If you ask anybody you know, 'Would you rather have an extra day off or an extra day's pay?' people in America would take the time off 2-to-1." This topic indicates that these retailers supported a need for more _____ segmentation to reach the time-poor consumer.
A)psychographic
B)geographic
C)benefit
D)volume
E)concentrated

Accepted Answer

The answer of A recent seminar on attracting retail customers...

Question 16

Demography is the study of:
A)individual's ages
B)educational levels
C)household size
D)income levels
E)all of the above

Accepted Answer

Demography is the study of populations, including various aspects such as ages, educational levels, household sizes, and income levels, among others.

Question 17

People with common Activities, interests, and opinions are grouped together into a given lifestyle.A company that segments its market according to these different lifestyles is using _____ segmentation.
A)psychological
B)demographic
C)psychographic
D)benefit
E)geographic

Accepted Answer

Psychographic segmentation involves dividing a market into segments based upon different lifestyles, as well as attitudes, values, and personalities. This approach goes beyond basic demographics to understand the consumer's habits and preferences on a deeper level.

Question 18

Which of the following is a consumer nondurable?
A)dishwasher
B)swimming pool
C)laptop computer
D)breakfast cereal
E)television set

Accepted Answer

Consumer nondurables are goods that are consumed or are only usable for a short period before they are depleted or become unusable. Breakfast cereal is an example of a consumer nondurable because it is consumed and has a limited shelf life.

Question 19

Selling more rainwear in Seattle than in San Diego due to the annual rainfall is an example of which type of marketing segmentation?
A)psychographic
B)demographic
C)psychological
D)geographic
E)volume

Accepted Answer

This is an example of geographic segmentation, where the market is divided based on locations or regions, in this case, cities with different rainfall patterns.

Question 20

American Handgunner, Shooting Industry and Guns Magazine are all periodicals aimed at people who enjoy hunting and target shooting and want to improve their skills and stay current in the latest technology.These magazines use _____ segmentation.
A)psychographic
B)volume
C)geographic
D)demographic
E)none of the above

Accepted Answer

These magazines target individuals based on their interests, lifestyles, and attitudes towards hunting and target shooting, which falls under psychographic segmentation.

Quiz 11: Creating Products and Pricing Strategies to Meet Customers Needs

What type of market segmentation strategy was Kimberly-Clark, the manufacturer of Huggies diapers, using when it introduced Poise and Depend brands for adults?

A basic form of market segmentation that uses such variables as age, education, and income is called:

The 7-member Dover family recently purchased a mini-van because the ads for a Plymouth Horizon showed that it could haul 8 or more people and still have room for books, bags, and sports equipment.Plymouth Horizon was using what form of segmentation with its advertising?

In selling telephone service, AT&T tries to gather as much information as possible about the consumer's income, buying habits, service preferences, and occupation.AT&T is utilizing:

Which of the following is the BEST example of a consumer product?

The four major groupings of consumer products are:

_____ segmentation is based on what the product will do rather than on consumer characteristics.

Which of the following is a consumer durable?

An ad for Virgin airlines shows a traveler sleeping comfortably in the airline's new seats.This ad is using _____ segmentation to appeal to its market.

_____ is the collection, recording, and analysis of data important in marketing and communicating that information to management.

The manufacturer Mike and Ike, the fruit-flavored chewy candies, has changed its packaging and developed contests all geared to 12- to 17-year-olds.What type of market segmentation identifies its market?

A (n) _____ is any good or service that satisfies wants, along with its perceived attributes and benefits.

A marketer that took the city and the climate into consideration as marketing variables would be concerned about _____ segmentation.

Demography is the study of:

People with common Activities, interests, and opinions are grouped together into a given lifestyle.A company that segments its market according to these different lifestyles is using _____ segmentation.

Which of the following is a consumer nondurable?

Selling more rainwear in Seattle than in San Diego due to the annual rainfall is an example of which type of marketing segmentation?

American Handgunner, Shooting Industry and Guns Magazine are all periodicals aimed at people who enjoy hunting and target shooting and want to improve their skills and stay current in the latest technology.These magazines use _____ segmentation.