Question 1

The Tapestry™ Segmentation system divides and sorts small geographic areas into categories using 60 or more demographic and lifestyle characteristics.This market research tool is an example of __________ segmentation.
A) geodemographic
B) benefit
C) psychographic
D) loyalty
E) geographic

Accepted Answer

The Tapestry™ Segmentation system uses a combination of demographic and lifestyle characteristics to categorize small geographic areas, which is known as geodemographic segmentation.

Question 2

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

Toothpaste marketers are using benefit segmentation because they are segmenting the market based on the benefits or results that different consumers are looking for in a toothpaste.

Question 3

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

To develop psychographic segments, the marketer must understand consumers' self-values, self-concept, and lifestyles. This approach focuses on understanding the individual's personality traits, values, attitudes, interests, and behavior patterns. It goes beyond demographic segmentation, which is based on objective characteristics like age, income, and education, and enables marketers to create more targeted messages that speak to consumers' emotions and motivations.

Question 4

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" is a clear indication that the commercial is based on benefit segmentation, as it highlights the benefit of drinking light beer (less filling) without compromising on taste.

Question 5

Television advertising has recently expanded to include "mini-ads," which are short ads lasting five to ten 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

Demographic segmentation involves dividing a market into segments based on variables such as age, gender, income, occupation, education, religion, ethnicity, and family size. Since the statement specifically mentions that these mini-ads are more useful in advertising to men, it implies a segmentation based on gender, which falls under demographic segmentation.

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

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

Accepted Answer

VALS stands for Values and Lifestyles, which is a psychographic segmentation tool that classifies consumers based on their values, beliefs, and attitudes towards life.

Question 8

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 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 would provide Gloria with a good indication of where the upper-income women she is targeting are most likely to live. By identifying the subdivisions with the highest real estate values, she can focus her marketing efforts on those areas and potentially reach her target market more effectively. The other options listed do not provide as direct of a link to the target market.

Question 9

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 10

Golden Years is using __________ segmentation.
A) benefit
B) self-actualization
C) psychographic
D) loyalty
E) geodemographic

Accepted Answer

Geodemographic segmentation is the process of grouping consumers based on their geographic and demographic characteristics. Golden Years likely uses this method to target a specific age group or demographic within a certain geographic region.

Question 11

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.What type of segmentation method was used to segment this market?
A) psychographics
B) demographics
C) geographics
D) geodemographics
E) behavior

Accepted Answer

Psychographics is the segmentation method that focuses on the psychological and behavioral characteristics of consumers, such as their motivations, values, and attitudes. Therefore, by emphasizing the benefits of self-respect and self-fulfillment, education marketers are using psychographics to appeal to the motivations of nontraditional college students. Demographics, geographics, geodemographics, and behavior would be less relevant segmentation methods for this type of motivation-based marketing message.

Question 12

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

Since Baby Boomers are heavily motivated by self-fulfillment, psychographic segmentation would best suit their needs as it focuses on personality traits, values, interests, and lifestyles. This type of segmentation can help travel marketers tailor their messages and offerings to resonate with the Baby Boomer generation's desires and preferences. Geographic segmentation focuses on physical location, benefit segmentation focuses on product features, and behavioral segmentation focuses on buying behavior, which are not as relevant for Baby Boomers' travel preferences. While self-concept segmentation focuses on a person's self-image and identity, it may not be as applicable to the Baby Boomer demographic as psychographic segmentation.

Question 13

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 is a more expensive method for identifying potential customers compared to demographic segmentation. This is because psychographic segmentation requires collecting data on attitudes, values, and beliefs, which can be more difficult and costly to obtain than basic demographic information like age and gender.

Question 14

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.

Question 15

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 use of images of young people having fun is appealing to their self-concept or the way they perceive themselves. The commercials suggest that if they consume the beverage, they can be like the people in the advertisements.

Question 16

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 motivations of target customers.
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 segmentation is advantageous as it helps to understand the underlying motivations, lifestyle, opinions, and values of the target customers. This approach provides a deeper understanding of the customer's needs and preferences and enables the business to tailor its marketing strategy accordingly. It is especially relevant for a travel agency as travel decisions are often influenced by personal beliefs, values, and interests.

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 refer to how we live our lives in order to achieve our goals, which are often driven by our values and self-concept. They are not just visual images or motivations turned into perceptual maps, but the actual behaviors and choices we make towards achieving our desired way of living. Demographics may play a role in shaping lifestyle choices, but they are not the sole determining factor.

Question 18

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 seeks to understand consumer behavior by analyzing their attitudes, interests, values, opinions, and personality traits, all of which can be used to describe themselves.

Question 19

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 is about dividing the market based on the benefits customers seek. In this case, the target market is students who want to get a degree quickly while still working full-time. Therefore, the university should focus on providing convenient class times and offering online courses, which will help these students balance work and study. Discount pricing (B) may be attractive, but it does not directly address the students' need for flexibility. The higher average salaries earned by college graduates (C) and the variety of classes offered (D) are benefits that may appeal to many students, but they do not target the specific need of working students who want a quick degree. The number of Nobel Prize winners on the faculty (E) is not likely to be a top concern for this particular market segment.

Question 20

__________ 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 identifying the specific benefits that consumers are seeking from a product or service. By understanding these benefits, companies can create targeted marketing campaigns and develop products and services that meet the specific needs of their target market. This results in increased value for consumers, as they receive products and services that are tailored to their unique needs and preferences.

Quiz 9: Segmentation,targeting,and Positioning

The Tapestry™ Segmentation system divides and sorts small geographic areas into categories using 60 or more demographic and lifestyle characteristics.This market research tool is an example of __________ 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.

To develop psychographic segments,the marketer must understand consumers'

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

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

VALS is the most widely used __________ segmentation tool.

Demographic segmentation is segmentation based on all of the following except

Golden Years is using __________ segmentation.

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.

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

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

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

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

Psychographics is the segmentation method that delves into how consumers

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

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