Question 1

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

Accepted Answer

VALS (Values and Lifestyles) is a psychographic segmentation tool. It helps to group people based on their values, attitudes, personality traits, and lifestyles. This tool is widely used in marketing research to understand consumer behavior and develop targeted marketing strategies. The other options (A, B, D, and E) are also segmentation tools, but they focus on different aspects such as geographic location, consumer behavior, benefits sought, and demographics.

Question 2

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 being motivated by self-fulfillment creates the possibility of psychographic segmentation, which focuses on the lifestyle, values, and personality of a consumer.

Question 3

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 focuses on targeting customers based on 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. Therefore, the university should provide classes at convenient times, such as evening and weekend classes, and offer online courses to accommodate the schedule of working students.

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" emphasizes the benefit of the light beer, appealing to consumers who are looking for a beer that is less filling without compromising on taste. This suggests that the commercial is based on benefit segmentation, which focuses on the different benefits that consumers seek from a product.

Question 5

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 is a common strategy used in consumer products, where marketers segment the market based on the benefits that customers are seeking from the product. In the case of toothpaste, marketers are segmenting based on the benefits such as whiter teeth, fresh breath, gum disease protection, and tartar control.

Question 6

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 classify small areas into distinct segments, making them examples of geodemographic segmentation.

Question 7

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 based on our values. They are not visual images or demographics, and while motivations may influence our lifestyle choices, they are not the same thing as lifestyles. Perceptual maps are a tool used in marketing research and not directly related to the concept of lifestyle.

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 is based on understanding the underlying motivations, beliefs, attitudes, and values of consumers, which can provide more meaningful insights into their behavior and decision-making processes. This can help Paul better tailor his marketing messages and product offerings to specific consumer groups, leading to more effective segmentation and higher conversion rates.

Question 9

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 10

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 11

__________ 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 benefits that consumers seek in a product or service. By identifying these benefits, companies can better target their marketing efforts towards specific consumer groups and create greater value for them. This method is very closely related to value creation for consumers. Geographic, demographic, and psychographic segmentation methods may also indirectly impact value creation, but they are not as directly related as benefit segmentation. Geodeomographic segmentation is a combination of geographic and demographic methods and does not necessarily focus on value creation.

Question 12

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 the segmentation method that delves into how consumers describe themselves. It identifies consumers by their attitudes, beliefs, personality traits, values, interests, and lifestyles.

Question 13

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

The segmentation method that was used to segment this market is psychographics. Psychographics involves dividing a market into different groups based on personality traits, values, interests, and lifestyles. By emphasizing the benefits of self-respect and self-fulfillment, education marketers are targeting nontraditional college students who value personal growth and self-improvement, which are psychographic characteristics.

Question 14

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 psychological and behavioral characteristics such as self-values, self-concept, and lifestyles. Age, income, education, gender, race, and religion are all demographic factors, while buying patterns and behaviors fall under behavioral segmentation. Disposable personal income, benefit perceptions, and alternative egos may be helpful in designing marketing strategies but do not form the basis of psychographic segmentation.

Question 15

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

Golden Years is using geodemographic segmentation, which combines demographic and geographic information to identify specific target markets. In this case, the target market is consumers who are over age 65 and living in Florida. This type of segmentation helps Golden Years to better understand the needs and characteristics of their target market and tailor their marketing efforts accordingly.

Question 16

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 17

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 of young people having a good time are designed to appeal to consumers' self-concepts, or how they perceive themselves and their values. By suggesting that by drinking the beverage, they too can be like the young, carefree people in the commercial, the company is trying to tap into consumers' desires to feel a certain way about themselves.

Question 18

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 due to the need for more detailed data and analysis.

Question 19

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 20

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 can give a good indication of the income levels and purchasing power of the residents within a certain radius of the store. It is likely that higher-end neighborhoods with more expensive homes will have a higher concentration of the target market that Gloria is trying to reach. The other options do not provide as much relevant information for targeting a specific market.

Quiz 9: Segmentation, Targeting, and Positioning

VALS is the most widely used __________ segmentation tool.

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 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.

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.

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.

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

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

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

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

Psychographics is the segmentation method that delves into how consumers

To develop psychographic segments,the marketer must understand consumers'

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

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

Demographic segmentation is segmentation based on all of the following except