Question 1

Which of the following businesses would be most likely to use family life-cycle segmentation?

Accepted Answer

People in different stages of the family life cycle would be most likely getting married,going on a couples-only trip,or needing the services of a day-care center.

Question 2

Fisher-Price developed a rugged,waterproof camera for children.This product uses _____ segmentation.

Accepted Answer

Attracting children is a popular strategy for companies that hope to instill early brand loyalty.

Question 3

The Coca-Cola Company has over 450 brands in over 195 countries.According to their web site,their products range from Samurai,an energy drink available in Asia to Vita,an African juice drink.It uses _____ segmentation in this marketing strategy.

Accepted Answer

Geographic segmentation segments markets by region of the country or world.

Question 4

Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many young women consult this magazine as they plan their special day. The segmentation base used to define the publication's target market is based on _____ variables.

Accepted Answer

The publication targets a market segment of consumers in a particular family life-cycle stage.

Question 5

While most marketing to Generation Y tries so hard to be hip that it borders on parody,Vans has kept the decades-old brand real and vital for Gen Yers.Marketing programs the footwear manufacturer uses to reach Gen Yers include the Vans Skate Parks,which operate in malls around the country; the wildly successful Vans Warped Tour for alternative music; and the Vans Triple Crown,the brand's answer to the X Games.The segmentation plan used by Vans relies heavily on _____ segmentation.

Accepted Answer

Gen Y consists of people born between 1979 and 1994.

Question 6

ACT for kids,an anticavity fluoride rinse,comes in Bubble Gum Blow Out flavor.The age-based variable that distinguishes the market for this product is an example of a(n)_____ segmentation.

Accepted Answer

A demographic base segments the market.ACT is produced for young children and sold to their parents.

Question 7

Johnson Publishing Company,the world's largest African American-owned publishing company and home of Ebony magazine,has forged an alliance with Dan River,Inc.,to create luxury bed and bath products for the newly developed Ebony Home brand.This brand will use the strong relationship the publisher has with the African American market to sell the brand.What form of demographic segmentation will be used to market the Ebony Home brand?

Accepted Answer

Out of this list,only ethnic segmentation is a demographic variable.

Question 8

Almost all cell phones sold in the United States sold are black or gray.Almost all cell phones sold in Europe are colorful,and very few black phones are sold.A cell phone manufacturer knowing this information could use _____ segmentation when selling its phones internationally.

Accepted Answer

Geographic segmentation includes segmenting markets by region of the country or world.

Question 9

Income,ethnic background,gender,and age are all examples of _____ segmentation bases.

Accepted Answer

These are demographic characteristics of consumers.

Question 10

All of the following statements are reasons why consumer goods companies take a regional approach to marketing rather than a national approach EXCEPT:

Accepted Answer

The competitive environment is one of the noncontrollable factors in a company's environment.

Question 11

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.What demographic variables have been used to define the market for this book?

Accepted Answer

Benefit desired,personality,and lifestyle are not demographic variables.

Question 12

Evenflo makes baby-gates to keep toddlers off stairs.What demographic segmentation variable will Evenflo use to identify its target market?

Accepted Answer

The segment is families with young children.

Question 13

H&M plans to open a new store in Saudi Arabia.It will be staffed completely by women.Saudi Arabia has strict laws about women interacting with men other than their husbands so only women will be permitted to shop there.Which type of demographic segmentation is H&M using?

Accepted Answer

Gender is a demographic variable,but benefit and lifestyle are not.

Question 14

Jane graduated from high school in 1978,is married,and has two teenaged children. Most of Jane's friends from high school have children who have already graduated from college,gotten married,and some with grandchildren. Jane and her former classmates are at difference stages of the:

Accepted Answer

Family life cycle (FLC)is a series of stages determined by a combination of age,marital status,and the presence or absence of children.

Question 15

Redbook magazine targets what it calls "Redbook jugglers," defined as 25- to 44-year-old women who must juggle family,husband,and job.According to a Redbook ad,"She's the product of the 'me generation,' the thirty-something woman who balances home,family,and career- more than any generation before her,she refuses to put her pleasures aside.She's old enough to know what she wants.And young enough to get it." This is an example of _____ segmentation.

Accepted Answer

Thirty-something women indicate demographic segmentation.The juggling act describes her lifestyle.

Question 16

In Miami,several radio stations broadcast in Spanish and play Latin music for the Hispanic people living in South Florida.The radio stations are using _____ segmentation.

Accepted Answer

Ethnicity is a demographic variable.

Question 17

Modern Maturity magazine is targeted toward adults age 50 and older. It has articles on health and fitness as well as the arts and finance. What segmenting base is Modern Maturity using?

Accepted Answer

This magazine is using age as a segmentation base,which is characteristic of demographic segmentation.

Question 18

Marketers use _____ to segment markets because this information is widely available,and factors such as age or gender are often related to consumer purchasing and consumption behavior.

Accepted Answer

Common bases of demographic segmentation are age,gender,income,ethnic background,and family life cycle.

Question 19

A series of stages determined by a combination of age,marital status,and the presence or absence of children is known as the:

Accepted Answer

This described family life cycle.

Question 20

Coca-Cola launched a new Black History television commercial on BET to coincide with the Martin Luther King Jr.holiday.  The ad is just one element of a strategy for connecting with African-American consumers.Coca-Cola's segmentation plan for this promotional campaign is based on _____ segmentation

Accepted Answer

Ethnicity is a demographic variables for segmentation.

Quiz 8: Segmenting and Targeting Markets