Question 1

Which of the following is a dimension on which VALS, a psychographic classification system, is based?
A)Geographic variables
B)Product characteristics
C)Primary motivation
D)Self-orientation
E)Product positioning

Accepted Answer

VALS assigns consumers to one of eight groups based on two dimensions: primary motivation and resources.

Question 2

In terms of user status, aware nontriers:
A)typically use a particular brand but have an alternative selection if it is not available or if the alternative is promoted with a discount.
B)use competitive products in the category but have not taken a liking to a particular brand.
C)perceive two or more brands to have superior attributes and will buy at full price.
D)choose one brand exclusively.
E)respond to a brand's IMC messages but do not like the product.

Accepted Answer

In terms of user status, aware nontriers use competitive products in the category but haven't taken a liking to a particular brand.

Question 3

Many people give fine chocolates as Christmas presents to friends and co-workers. There is an increase in the number of advertisements for gourmet chocolates during November and December, as companies try to create awareness about their products in the minds of consumers looking for the perfect gift. This is an example of segmentation on the basis of:
A)purchase occasion.
B)geographic location.
C)demographics.
D)user-status.
E)volume.

Accepted Answer

Buyers can be distinguished by when they buy or use a product or service--the purchase occasion.

Question 4

Booklets, catalogs, brochures, sales kits, and annual reports are examples of personal selling materials.

Accepted Answer

Collateral materials are the many accessory items companies produce to integrate and supplement their advertising or PR activities. These include booklets, cat a logs, brochures, films, sales kits, promotional products, and annual reports.

Question 5

By marketing products to people who desire a luxurious lifestyle, a company is using _____ segmentation.
A)volume
B)psychographic
C)geodemographic
D)geographic
E)need-based

Accepted Answer

Psychographic segmentation allows marketers to group people by their values, attitudes, personality, and lifestyle.

Question 6

Cell phone companies spend a lot of money to encourage heavy users of cell phones to buy plans that offer them additional talktime. This strategy is known as:
A)purchase occasion segmentation.
B)psychographic segmentation.
C)demographic segmentation.
D)geographic segmentation.
E)volume segmentation.

Accepted Answer

It's usually easier to get a heavy user to use more than a light user. In volume segmentation, marketers measure people's usage rates to define consumers as light, medium, or heavy users of products.

Question 7

A fast food chain aims to sell its burgers and milkshakes to teenagers and young adults. Additionally, this restaurant modifies its menu depending on the local tastes and preferences of the country where it is located. Which of the following market segmentation strategies does the restaurant employ?
A)Geodemographic segmentation
B)Psychographic segmentation
C)Behavioristic segmentation
D)Volume segmentation
E)Economic segmentation

Accepted Answer

Demographics are often combined with geographic segmentation to select target markets for advertising. This is called geodemographic segmentation.

Question 8

Free samples and premiums are linked to the communications function of the marketing mix and not the product element.

Accepted Answer

Some promotions are linked mainly to the communications function of the marketing mix (displays, events, trade shows), while others are linked more to the product element (free samples, premiums) or the price element (coupons, volume discounts, end-of-month sales).

Question 9

In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.
A)repertoire users
B)aware nontriers
C)sole users
D)semi-sole users
E)trial/rejectors

Accepted Answer

Repertoire users perceive two or more brands to have superior attributes and will buy at full price.

Question 10

_____ segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.
A)Geographic
B)Psychographic
C)Demographic
D)Behavioristic
E)Geodemographic

Accepted Answer

Demographic segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

Question 11

A manufacturer of wax for snow skis offers different versions of its product so that it is suitable for areas where the snow tends to be wet and heavy, in regions where the snow is packed, and in places where the snow is a fine powder. This is an example of _____ segmentation.
A)demographic
B)psychographic
C)geographic
D)volume
E)psychological

Accepted Answer

One simple way to define markets is by using geographic segmentation. People in one region of the country (or the world) have needs, wants, and purchasing habits that differ from those in other regions.

Question 12

Convenience goods are available at every possible location because of exclusive distribution.

Accepted Answer

Convenience goods are available at every possible location because of intensive distribution.

Question 13

_____ segmentation enables marketers to view people as individuals with feelings and inclinations.
A)Demographic
B)Psychographic
C)Geodemographic
D)Behavioristic
E)Volume

Accepted Answer

With psychographics, marketers group people by their values, attitudes, personality, and lifestyle. Psychographics enables marketers to view people as individuals with feelings and inclinations.

Question 14

Telemarketing, a direct marketing technique, can help increase productivity through person-to-person phone contact.

Accepted Answer

Many companies use telemarketing (a direct marketing technique) to increase productivity through person-to-person phone contact.

Question 15

Which of the following is the first step of the market segmentation process?
A)To conduct advertising research to determine consumers' reactions to various ad campaigns
B)To identify groups of people with certain shared needs
C)To aggregate groups of people or organizations into larger market segments
D)To develop place, time, and possession utility
E)To determine which personal influences will have an appropriate effect on consumers

Accepted Answer

The process of market segmentation involves two steps: identifying groups of people (or organizations) with certain shared needs and aggregating (combining) these groups into larger market segments according to their interest in the product's utility.

Question 16

The purpose of VALS, a _____ segmentation system, is to help marketers identify whom to target, uncover what the target group buys and does, locate where concentrations of the target group live, identify how best to communicate with them, and gain insight into why the target group behaves the way it does.
A)psychographic
B)volume
C)benefit
D)geographic
E)demographic

Accepted Answer

The purpose of VALS is to help marketers identify whom to target, uncover what the target group buys and does, locate where concentrations of the target group live, identify how best to communicate with them, and gain insight into why the target group behaves the way it does.

Question 17

A home building company specializes in constructing houses for old people. The houses are constructed with doors wide enough for wheelchairs to pass through, lever-operated door handles, roll-out shelves, and raised toilet seats. Which of the following types of market segmentation does this company employ?
A)Demographic segmentation
B)Psychographic segmentation
C)Geographic segmentation
D)Behavioristic segmentation
E)Volume segmentation

Accepted Answer

Demographic segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

Question 18

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.
A)Geographic
B)Demographic
C)Geodemographic
D)Psychographic
E)Behavioristic

Accepted Answer

A straightforward way to segment markets is to group consumers by buying behavior. This is called behavioristic segmentation.

Question 19

In terms of user status, _____ are the most brand loyal and require the least amount of promotion.
A)discount users
B)sole users
C)semi-sole users
D)repertoire users
E)trial/rejectors

Accepted Answer

Sole users choose one brand exclusively. These consumers are the most brand loyal and require the least amount of promotion.

Question 20

The usual purpose of advertising is to inform, persuade, and remind customers about particular products and services.

Accepted Answer

The usual purpose of advertising is to inform, persuade, and remind customers about particular products and services.

Quiz 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Which of the following is a dimension on which VALS, a psychographic classification system, is based?

In terms of user status, aware nontriers:

Booklets, catalogs, brochures, sales kits, and annual reports are examples of personal selling materials.

By marketing products to people who desire a luxurious lifestyle, a company is using _____ segmentation.

Cell phone companies spend a lot of money to encourage heavy users of cell phones to buy plans that offer them additional talktime. This strategy is known as:

Free samples and premiums are linked to the communications function of the marketing mix and not the product element.

In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.

_____ segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

A manufacturer of wax for snow skis offers different versions of its product so that it is suitable for areas where the snow tends to be wet and heavy, in regions where the snow is packed, and in places where the snow is a fine powder. This is an example of _____ segmentation.

Convenience goods are available at every possible location because of exclusive distribution.

_____ segmentation enables marketers to view people as individuals with feelings and inclinations.

Telemarketing, a direct marketing technique, can help increase productivity through person-to-person phone contact.

Which of the following is the first step of the market segmentation process?

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

In terms of user status, _____ are the most brand loyal and require the least amount of promotion.

The usual purpose of advertising is to inform, persuade, and remind customers about particular products and services.