Question 1

__________ segmentation is the segmentation method most directly related to value creation for consumers.
A) Geographic
B) Demographic
C) Psychographic
D) Benefit
E) Geodeomographic

Accepted Answer

Benefit segmentation focuses on understanding the specific benefits that consumers are seeking from a product or service. By identifying and targeting these benefits, companies can create more value for consumers and differentiate themselves from competitors. Other segmentation methods such as geographic, demographic, and psychographic may provide insights into consumer preferences and behavior, but they do not necessarily directly relate to value creation for consumers. Geodeomographic segmentation combines geographic and demographic information to identify consumer clusters based on location and lifestyle, but it still may not directly address the specific benefits consumers are seeking.

Question 2

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation
A) is available only in limited geographic areas.
B) is rarely used and unproven.
C) offers only one-to-one marketing potential.
D) is a more expensive method for identifying potential customers.
E) is still an unproven area.

Accepted Answer

Psychographic segmentation can be more expensive than demographic segmentation because it requires more in-depth research and analysis of consumer attitudes, values, and lifestyles. However, it can also lead to more targeted and effective marketing strategies, making it a worthwhile investment for some companies.

Question 3

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers' __________,suggesting "be like me."
A) geographic choices
B) self-concepts
C) loyalty references
D) benefit perceptions
E) demographics

Accepted Answer

The images in the television commercials are designed to appeal to consumers' self-concepts, suggesting that if they drink the beverage, they too can be like the young people in the images (having fun and enjoying themselves).

Question 4

Demographic segmentation is segmentation based on all of the following except
A) age.
B) gender.
C) education.
D) income.
E) lifestyle.

Accepted Answer

Demographic segmentation includes variables such as age, gender, education, and income, but not lifestyle. Lifestyle segmentation is a separate type of segmentation that takes into account attitudes, values, and behaviors that reflect how a person lives and spends their time and money.

Question 5

VALS is the most widely used __________ segmentation tool.
A) geographic
B) behavioral
C) psychographic
D) benefits
E) geodemographic

Accepted Answer

VALS is a psychographic segmentation tool that divides consumers into different groups based on their values, beliefs, and lifestyles. This tool is widely used in marketing and advertising to understand consumer behavior and target specific groups with relevant messaging and offers.

Question 6

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.
A) geodemographic
B) benefit
C) psychographic
D) loyalty
E) geographic

Accepted Answer

The answer of The phrase "birds of a feather flock...

Question 7

Television advertising has recently expanded to include "mini-ads," which are short ads lasting 5 to 10 seconds.These ads are most useful in advertising to men,since men are more likely than women to channel surf during commercial breaks.Given this fact,this type of advertising will be more useful to marketers engaged in __________ segmentation.
A) demographic
B) psychographic
C) behavioral
D) benefits
E) geographic

Accepted Answer

The answer of Television advertising has recently expanded to include...

Question 8

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because
A) it is based on underlying reasons why people make choices.
B) it is easier to use than demographics.
C) the travel business doesn't respond well to other approaches to segmentation.
D) psychographics is the preferred method for service businesses.
E) psychographic segmentation is the least expensive method.

Accepted Answer

Psychographics allows for deeper insights into consumer behavior and decision-making based on their values, attitudes, and personalities. This can lead to more effective targeting and personalized marketing messages, ultimately increasing Paul's chances of success in the travel market.

Question 9

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on
A) providing classes at convenient times and offering online courses.
B) discount pricing for students taking more than twelve credit hours.
C) the higher average salaries earned by college graduates.
D) the great variety of classes offered.
E) the number of Nobel Prize winners on the faculty.

Accepted Answer

Benefit segmentation aims to identify and target customer groups based on the benefits they seek from a product or service. In this case, the university is targeting students who want to obtain a degree quickly while still working full-time. To address these benefits, the university would need to provide classes at convenient times and offer online courses, which would enable students to balance their work and study commitments. Therefore, choice A is the best option. Discount pricing for students taking more than twelve credit hours (B) may be an option, but it does not specifically address the benefit of obtaining a degree quickly while working full-time. The higher average salaries earned by college graduates (C), the variety of classes offered (D), and the number of Nobel Prize winners on faculty (E) are all potential benefits of attending the university, but they are not specific to the target segment identified.

Question 10

Gloria is opening an upscale women's clothing store in a growing suburban residential area.Gloria knows her target market is upper-income women living within 20 miles of her store.She can't afford to purchase a PRIZM or Tapestry analysis,so she will most likely use __________ as a basis for targeting her market.
A) voter registration lists
B) the city phone book
C) real estate values by subdivision
D) public school enrollment data
E) new construction data

Accepted Answer

Real estate values by subdivision are a good indicator of the income levels of the residents in the area. Gloria can use this information to target her market of upper-income women living within 20 miles of her store. Voter registration lists, the city phone book, public school enrollment data, and new construction data are not necessarily indicative of income levels and may not accurately target her desired market.

Question 11

The light beer commercial with the slogan "less filling,tastes great" was based on __________ segmentation.
A) geographic
B) geodemographic
C) psychographic
D) benefit
E) loyalty

Accepted Answer

The slogan "less filling, tastes great" emphasizes the benefit of the product, indicating that the market segmentation is benefit-based.

Question 12

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65.Golden Years is using __________ segmentation.
A) benefit
B) self-actualization
C) psychographic
D) loyalty
E) geodemographic

Accepted Answer

Geodemographic segmentation divides the market on the basis of the shared characteristics of people living in the same geographic area. In this case, Golden Years is targeting consumers over 65 who live in Florida, indicating the use of geodemographic segmentation.

Question 13

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.
A) benefit
B) geodemographic
C) psychographic
D) loyalty
E) demographic

Accepted Answer

Benefit segmentation focuses on the specific benefits or solutions that a product can provide to a customer. Toothpaste marketers are using benefit segmentation by highlighting various benefits that their products offer, such as whiter teeth, protection against gum disease, tartar control, or fresh breath.

Question 14

Psychographics is the segmentation method that delves into how consumers
A) adjust to demographic changes.
B) allocate scarce incomes to a variety of goods and services.
C) describe themselves.
D) value their livelihoods.
E) believe other people see them.

Accepted Answer

Psychographics is a segmentation method that involves understanding consumers' personality, values, attitudes, interests, and lifestyles. This type of research helps marketers understand how consumers see themselves and how they want to be seen by others. Choice A, B, D, and E do not accurately describe what psychographics examines.

Question 15

PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.
A) geodemographic
B) benefit
C) psychographic
D) loyalty
E) geographic

Accepted Answer

PRIZM and Tapestry use a combination of geographic and demographic data to create segmentations, which is referred to as geodemographic segmentation. This allows for a more accurate understanding of the lifestyle and behavior patterns of individuals within a specific geographic area.

Question 16

To develop psychographic segments,the marketer must understand consumers'
A) age,income,and education.
B) gender,race,and religion.
C) disposable personal income,benefit perceptions,and alternative egos.
D) self-values,self-concept,and lifestyles.
E) buying patterns and behaviors.

Accepted Answer

Psychographic segmentation is based on consumers' personality traits, values, interests, attitudes, and lifestyles. Therefore, the marketer must understand consumers' self-values, self-concept, and lifestyles to develop psychographic segments. Age, income, education, gender, race, religion, disposable personal income, benefit perceptions, alternative egos, buying patterns, and behaviors may be relevant factors, but they do not capture the essence of psychographic segmentation.

Question 17

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are
A) visual images of how we should live our lives.
B) our underlying motivations.
C) how we live our lives to achieve our goals.
D) motivations turned into perceptual maps.
E) determined by demographics.

Accepted Answer

Lifestyles are the way we live our lives to achieve our goals, which are guided by our values and self-concept. They are essentially the actions we take to align our behaviors with our beliefs and self-image.

Question 18

Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment,so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education.Which type of segmentation method was used to segment this market?
A) psychographics
B) demographics
C) geographics
D) geodemographics
E) behavior

Accepted Answer

Psychographics is used to segment markets based on consumers' attitudes, values, interests, and motivations. The fact that education marketers are emphasizing the benefits of self-respect and self-fulfillment suggests that they are targeting consumers based on their attitudes and motivations, which is consistent with a psychographic segmentation approach. Demographics (B) would focus on characteristics such as age, income, and education level, which may not be as relevant for nontraditional college students. Geographics (C) and geodemographics (D) focus on location-based segmentation, which may be less relevant for an online education program. Behavior (E) segmentation is based on consumer actions and usage patterns, which would be less relevant for nontraditional college students who may not have a history of attending college.

Question 19

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.
A) geographic
B) self-concept
C) psychographic
D) benefit
E) behavioral

Accepted Answer

Baby Boomers' self-fulfillment motivation aligns with psychographic segmentation, which focuses on lifestyle, values, attitudes, interests, and personality characteristics. Psychographic segmentation is effective for providing personalized marketing messages that resonate with individual Baby Boomer consumers.

Question 20

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.
A) demographic; psychographic
B) geographic; geodemographic
C) psychographic; demographic
D) demographic; behavioral
E) demographic; benefit

Accepted Answer

Psychographic segmentation, which involves dividing the market based on personality traits, values, attitudes, interests, and lifestyles of consumers, often provides deeper insights into consumer behavior than demographic segmentation, which categorizes the market by observable characteristics such as age, gender, income, and education. Psychographics can explain why people buy, whereas demographics tend to describe who the buyer is.

Quiz 9: Segmentation, Targeting, and Positioning

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers' __________,suggesting "be like me."

Demographic segmentation is segmentation based on all of the following except

VALS is the most widely used __________ segmentation tool.

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on

The light beer commercial with the slogan "less filling,tastes great" was based on __________ segmentation.

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65.Golden Years is using __________ segmentation.

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Psychographics is the segmentation method that delves into how consumers

PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

To develop psychographic segments,the marketer must understand consumers'

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.