Question 1

A global segment is referred to as "global teens" which includes:
A) people with shared interest in fashions.
B) affluent, well-traveled persons.
C) movie stars.
D) technology professionals.
E) persons having power.

Accepted Answer

The "global teens" segment refers to young people globally who share an interest in fashion.

Question 2

"Usage rates" and "user status" are important criteria for which segmentation variable?
A) demographic
B) occupational
C) psychographic
D) behavioral
E) benefit

Accepted Answer

Usage rates and user status are behavioral segmentation variables, as they consider consumers' actual behavior and consumption patterns. Demographic segmentation is based on characteristics such as age, gender, income, and education, while occupational segmentation is based on consumers' job titles or professions. Psychographic segmentation considers customers' attitudes, values, and lifestyles, and benefit segmentation is based on the specific benefits that customers are looking for in a product or service.

Question 3

McDonald's operates in over 118 countries; however,80% of its restaurants are located in nine countries which does not include the following country market:
A) Australia.
B) Brazil.
C) Germany.
D) India.
E) Japan.

Accepted Answer

India is not one of the top nine countries where McDonald's has the most restaurants.

Question 4

Diageo PLC,V&S Vin & Spirit AB,and Seagram and other marketers know that Russians consume a great deal of vodka.This type of market segmentation can be classified as:
A) demographic.
B) behavioral.
C) psychographic.
D) occupational.
E) benefit.

Accepted Answer

This segmentation is based on the behavior of the consumers in relation to their consumption of vodka.

Question 5

In 2011,the ten most populous countries in the world accounted for just over ________ percent of the world income.
A) ten
B) twenty
C) thirty
D) forty
E) fifty

Accepted Answer

In 2011, the ten most populous countries accounted for just over fifty percent of the world income, reflecting their significant economic contributions.

Question 6

The law of disproportionality suggests that ________ percent of the company's menu or profits are accounted for the 20% of a firm's products or customers.
A) 50
B) 60
C) 70
D) 80
E) 90

Accepted Answer

The law of disproportionality, also known as Pareto's law, states that roughly 80% of a firm's outcomes (such as revenues or profits) come from 20% of its products or customers. Therefore, the best choice is D, which corresponds to 80%.

Question 7

Nutraceuticals are health food products which are manufactured by:
A) Kraft foods.
B) General Mills
C) Campbell's soups.
D) Nestlé foods.
E) Gerber foods.

Accepted Answer

Nestlé foods is the company that manufactures nutraceuticals.

Question 8

Campbell's Soup is making significant inroads into Japan's $500 million soup market as time-pressed homemakers place a premium on convenience.This type of consumer segmentation by Campbell's Soup is referred to as:
A) demographic.
B) occupational.
C) psychographic.
D) benefit.
E) behavioral.

Accepted Answer

The answer of Campbell's Soup is making significant inroads into...

Question 9

Psychographic segmentation involves grouping people in terms of their:
A) combined household income.
B) age and income.
C) attitudes, values and lifestyle.
D) psychological well being.
E) gender.

Accepted Answer

Psychographic segmentation involves grouping people based on their attitudes, values, and lifestyles. This allows marketers to understand their target audience in a more nuanced way and create campaigns that resonate with their customers on a deeper level. Combining household income, age, or gender into the segmentation would fall under demographic segmentation, which is not as effective for truly understanding consumer behavior.

Question 10

In the study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified four lifestyle groups.The group that represents mainstream European consumers was labeled as:
A) Successful Idealists.
B) Affluent Materialists.
C) Young Professionals.
D) Trendy Teens.
E) Disaffected Survivors.

Accepted Answer

The answer of In the study entitled "The Euroconsumer: Marketing...

Question 11

In a study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified different lifestyle groups.The segment that is concentrated in high-crime,inner-city neighborhoods were classified as:
A) Successful Idealists.
B) Affluent Materialists.
C) Disaffected Survivors.
D) Trendy Teens.
E) Comfortable Belongers.

Accepted Answer

The segment concentrated in high-crime, inner-city neighborhoods would likely be classified as Disaffected Survivors, as they are facing challenges and difficulties in their environment that might make them feel disenchanted with society and less optimistic about their future. Successful Idealists are typically high-achievers who are driven by ideals and principles, while Affluent Materialists are defined by their wealth and focus on material possessions. Trendy Teens are young consumers who are always on the lookout for the latest fashion and trends, while Comfortable Belongers are content with their lives and seek stability and routine. None of these profiles fits the description of people living in inner-city neighborhoods.

Question 12

In response to increasing worldwide concerns about obesity,diabetes,and other food-related health issues,some of the world's largest food companies are developing new products.Nestlé and Groupe Danone SA have developed several health-foods which include all of the following except:
A) Souvenaid.
B) Activa.
C) NutriChoice.
D) Nutraceuticals.
E) Medical Foods.

Accepted Answer

The answer of In response to increasing worldwide concerns about...

Question 13

Porsche AG uses the label "Top Guns" to describe one segment of its customers,namely those who care about power and control and who expect to be noticed.Such a profile would be based on which type of segmentation?
A) demographic
B) occupational
C) psychographic
D) behavioral
E) gender

Accepted Answer

The segment described in the question is based on the psychographic segmentation, as it identifies the customers' attitudes, values, and lifestyle preferences. This segment is characterized by their desire for power, control, and attention, which aligns with their psychographic profile. Demographic, occupational, and gender segmentation would focus on other characteristics such as age, income, occupation, or gender, which are not mentioned in the question. Behavioral segmentation would analyze customers' buying behavior and purchase history, which is also not specified in the question.

Question 14

Several years ago,the DMBB agency created a single-country psychographic profile that includes segment labels such as "Cossacks" and "Kuptsy." What country does the survey cover?
A) India
B) Japan
C) Russia
D) China
E) Vietnam

Accepted Answer

The segment labels "Cossacks" and "Kuptsy" are typically associated with Russia, indicating that the survey covers this country.

Question 15

SRI International developed Values and Lifestyles (VALS).Such a consumer profile would be helpful for which type of segmentation?
A) demographic
B) occupational
C) psychographic
D) behavioral
E) gender

Accepted Answer

VALS is a psychographic segmentation tool, which means it helps to identify consumers based on their attitudes, interests, and values.

Question 16

Sony's U.S.Consumer segments included all of the following except:
A) Affluent.
B) Zoomers.
C) SoHo.
D) Gen Y.
E) Fashionists.

Accepted Answer

The listed options for Sony's U.S. Consumer segments are Affluent, Zoomers, SoHo, Gen Y. Fashionists is not mentioned as one of their segments.

Question 17

Three Mexican retailers Famso,Grupo Gigant SA,and Grupo Commercial Chedraui SA have opened stores in the United States.This is an indication of:
A) U.S. retailers were lagging behind in collecting demographic information.
B) the Mexican retailers provide better products than American stores.
C) the Hispanic American segments represent a great opportunity for marketers.
D) American businesses cannot compete with Mexican retailers.
E) the Mexican retailers would like to compete with businesses like Best Buy and Circuit City.

Accepted Answer

The fact that Mexican retailers are opening stores in the United States indicates that there is a significant market opportunity in the Hispanic American segment, which is attractive to marketers. It does not necessarily mean that U.S. retailers were lagging behind in collecting demographic information, that Mexican retailers provide better products than American stores, that American businesses cannot compete with Mexican retailers, or that Mexican retailers would like to compete with businesses like Best Buy and Circuit City.

Question 18

The DMBB agency created a psychographic profile of the Russian market.The categories include all of the following except:
A) Kuptsy.
B) Cossacks.
C) Elites.
D) Students.
E) Business Executives.

Accepted Answer

The answer of The DMBB agency created a psychographic profile...

Question 19

A global segment is referred to as "global teens" which includes:
A) people between the ages of 12 and 19.
B) affluent, well-traveled persons.
C) young global travelers.
D) technology professionals.
E) persons having power.

Accepted Answer

"Global teens" specifically refers to people between the ages of 12 and 19, not affluent people, travelers, technology professionals, or those with power.

Question 20

Procter & Gamble has identified a group of consumers in Europe who are willing to pay premium prices for pet food that will improve the health of their pets.This is an example of ________ segmentation.
A) demographic
B) psychographic
C) ethnic
D) behavioral
E) benefit

Accepted Answer

This is an example of benefit segmentation, which involves grouping consumers based on the benefits they seek from a product or service. In this case, the consumers are willing to pay a premium for pet food that provides health benefits to their pets. Demographic segmentation is based on characteristics such as age, gender, and income; psychographic segmentation is based on personality traits and lifestyle; ethnic segmentation is based on cultural background; and behavioral segmentation is based on consumer behavior and decision-making processes.

Quiz 7: Segmentation, Targeting, and Positioning

A global segment is referred to as "global teens" which includes:

"Usage rates" and "user status" are important criteria for which segmentation variable?

McDonald's operates in over 118 countries; however,80% of its restaurants are located in nine countries which does not include the following country market:

Diageo PLC,V&S Vin & Spirit AB,and Seagram and other marketers know that Russians consume a great deal of vodka.This type of market segmentation can be classified as:

In 2011,the ten most populous countries in the world accounted for just over ________ percent of the world income.

The law of disproportionality suggests that ________ percent of the company's menu or profits are accounted for the 20% of a firm's products or customers.

Nutraceuticals are health food products which are manufactured by:

Campbell's Soup is making significant inroads into Japan's $500 million soup market as time-pressed homemakers place a premium on convenience.This type of consumer segmentation by Campbell's Soup is referred to as:

Psychographic segmentation involves grouping people in terms of their:

In the study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified four lifestyle groups.The group that represents mainstream European consumers was labeled as:

In a study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified different lifestyle groups.The segment that is concentrated in high-crime,inner-city neighborhoods were classified as:

In response to increasing worldwide concerns about obesity,diabetes,and other food-related health issues,some of the world's largest food companies are developing new products.Nestlé and Groupe Danone SA have developed several health-foods which include all of the following except:

Porsche AG uses the label "Top Guns" to describe one segment of its customers,namely those who care about power and control and who expect to be noticed.Such a profile would be based on which type of segmentation?

Several years ago,the DMBB agency created a single-country psychographic profile that includes segment labels such as "Cossacks" and "Kuptsy." What country does the survey cover?

SRI International developed Values and Lifestyles (VALS) .Such a consumer profile would be helpful for which type of segmentation?

Sony's U.S.Consumer segments included all of the following except:

Three Mexican retailers Famso,Grupo Gigant SA,and Grupo Commercial Chedraui SA have opened stores in the United States.This is an indication of:

The DMBB agency created a psychographic profile of the Russian market.The categories include all of the following except:

A global segment is referred to as "global teens" which includes:

Procter & Gamble has identified a group of consumers in Europe who are willing to pay premium prices for pet food that will improve the health of their pets.This is an example of ________ segmentation.