Q&A Hero

Q: Mountain Dew's marketing team might learn that the soft drink is considered more hip and trendy than Coke during an analysis of: A) primary data. B) market segments. C) the company or product's position. D) secondary data.

Q: What are the methods of segmenting business-to-business markets?

Q: Product usage is not normally used as a method of business-to-business market segmentation.

Q: Geodemographics can be used to segment business markets as well as consumer markets.

Q: One method of business-to-business market segmentation utilizes company size as a segmentation variable.

Q: The NAICS coding system allows marketing teams to examine specific industries within the consumer market.

Q: The NAICS code helps in geodemographic segmentation programs.

Q: An auto parts supplier divides repair shops into those with the lowest, medium, and highest potential levels of sales and profits, which means the ________ segmentation approach is being used. A) industry B) geographic C) customer value D) usage

Q: When a company sorts prospects into those with the lowest, medium, and highest profit potential, the ________ segmentation approach is being used. A) industry B) size C) usage D) customer value

Q: When Reynolds Protection Agency sells the same service to three different types of organizations the firm is using a ________ segmentation approach. A) industry B) size C) geographic D) usage

Q: When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers, institutions, and organizations that needed a location to hold 2- to 4-day conferences, the type of segmentation approach being used was: A) demographics. B) product usage. C) type of business. D) customer value.

Q: Marketing to companies that use the same good or service, but in different ways is segmentation based on: A) the NAICS code. B) demographics. C) geographic location. D) product usage.

Q: Applied Microbiology used which method to segment the business market by combining geographic area data for dairy farmers with demographic and psychographic information? A) Product usage B) NAICS/SIC code C) Geodemographics D) Size of business

Q: Using segmentation by size, which type of organization would most likely be contacted by a field sales person visiting the organization's place of business? A) Small business B) Medium size business C) Large business D) Government entity

Q: Using segmentation by size, which type of organization would most likely be contacted by email or outbound telemarketing? A) Small business B) Medium size business C) Large firm D) Government entity

Q: A food producer that distinguishes between individually owned grocery stores and major retailers such as Target, the segmentation approach being used is: A) industry. B) business size. C) geographic location. D) usage.

Q: If Microsoft's marketing team wanted to feature a different communications approach when designing mailings for various business industries, they could use: A) the NAICS code. B) demographics. C) a competitive analysis. D) an opportunity analysis.

Q: The NAICS/SIC code program is used in which type of business-to-business segmentation? A) Industry B) Company size C) Geographic D) Benefit

Q: The most common method of segmenting business markets by industry is to use: A) the NAICS code system. B) geographic location. C) business characteristics. D) customer value measures.

Q: All of the following are methods of segmenting business-to-business markets except: A) product usage. B) psychographics. C) geographic location. D) customer value.

Q: All of the following are methods of segmenting business-to-business markets except: A) psychographics. B) NAICS/SIC code. C) geographic location. D) size of business.

Q: What are the major consumer market segments?

Q: What are the characteristics of a viable market segment?

Q: Benefit segmentation is more valuable when it can be combined with demographic and psychographic information.

Q: Benefit segmentation is a combination of demographic and psychographic information.

Q: Geodemographic segmentation combines geographic information with product usage and psychographic information.

Q: Geographic segmentation is especially useful for retailers that want to limit marketing communications expenditures to specific areas.

Q: Psychographic information is often combined with usage and benefit information to provide marketers with a more complete understanding of a target market.

Q: Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and can be used for demographic market segmentation.

Q: In ethnic marketing it is important to present one overall message theme, but it should then be tailored to fit the needs and values of each ethnic group.

Q: The current trend in dealing with ethnic groups is to create separate campaigns for each ethnic group.

Q: Successful ethnic marketing is more than just using ethnic media outlets. It requires understanding various ethnic groups and preparing marketing communications that speak to specific cultures and values.

Q: The increase in the number of minorities and their buying power represents both an opportunity and a threat for companies.

Q: Selling to various ethnic groups is a form of demographic market segmentation.

Q: When marketing to children, a company is using generation segmentation.

Q: When marketing to men, it is important to remember that many men do not enjoy browsing; instead, they prefer to look for specific information or products.

Q: Marketing products that are purchased by both genders with different types of appeals are not usually successful.

Q: A recent study revealed that women control 75 percent of the world's annual consumer spending.

Q: Selling a product specifically to women is a form of psychographic market segmentation.

Q: Demographics, or population characteristics, can be used to identify market segments.

Q: A market segment must be financially viable to be useful.

Q: Consumers within a market segment tend to be homogeneous, which means they are different.

Q: A market segment is a set of consumers or businesses with distinct characteristics.

Q: Market segmentation identifies specific groups of consumers or businesses based on needs, attitudes, and interests.

Q: Target markets exist in two areas: current customers and potential customers.

Q: In terms of market segmentation, the usage segmentation approach offers each of the following advantages except: A) a meaningful classification scheme based on actual behavior of customers. B) ability to reduce a large volume of customer data to a few, concise clusters. C) ability to measure the growth of each cluster and the migration of customers from one cluster to another. D) ability to compare a firm's customers with customers from competing firms.

Q: A firm that has a database containing consumer purchasing histories that uses the information to create market segments is using ________ segmentation. A) demographic B) psychographic C) benefit D) usage

Q: Targeting people who wish to improve their sex lives using herbs and supplements is an example of ________ segmentation. A) demographic B) geographic C) benefit D) geodemographic

Q: Targeting people who buy vitamins to improve their health is an example of ________ segmentation. A) demographic B) geographic C) benefit D) geodemographic

Q: A market segmentation approach that focuses on the benefits of a product rather than on the type of customers of a product is called ________ segmentation. A) demographic B) psychographic C) benefit D) usage

Q: PRIZM is a company that specializes in which type of segmentation? A) Product differentiation B) Geodemographic C) Geographic D) Psychographic

Q: If a company sends direct mail only to zip codes in communities that match a firm's best customer profiles, it is using which type of segmentation? A) Demographic B) Psychographic C) Geographic D) Geodemographic

Q: Geodemographic segmentation combines all of the following except: A) demographics. B) geographic information. C) product usage. D) psychographics.

Q: Geodemographics combines demographic information, geographical information and ________ information. A) psychographic B) generational C) global marketing D) benefit segmentation

Q: Targeting northern U.S. states for sales of snow skis is an example of which type of segmentation? A) Demographic B) Geographic C) Benefit D) Geodemographic

Q: When Skechers targets California with a special advertising and promotional campaign, which type of segmentation is being used? A) Psychographics B) Demographics C) Geographic area D) Geodemographics

Q: Which method of segmenting markets is based on the idea that people experience significant external events during their late adolescence and early adulthood that impact their social values, attitudes, and preferences? A) Demographic B) Psychographic C) Generations D) Geodemographics

Q: Marketing to individuals who are successful, sophisticated, receptive to new technologies, enjoy sports, and are liberal in their political views is an example of which type of segmentation? A) Demographic B) Psychographic C) Generations D) Geodemographic

Q: The VALS typology is based on which type of segmentation? A) Demographic B) Psychographic C) Generations D) Geodemographic

Q: Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach? A) Geographic B) Psychographic C) Generational D) Product use

Q: Attitudes, interests, and opinions are reflected in ________ segments. A) demographic market B) geographic market C) psychographic market D) product differentiation

Q: In terms of ethnic marketing, the majority of African-Americans want which of the following marketed specifically to them? A) Clothing B) Consumer-packaged goods C) Health and beauty products D) Entertainment services

Q: A commercial showing the luxury and quality of a Lexus is based on ________ segmentation. A) geographic B) income C) ethnic D) geodemographic

Q: The marketing leaders of the New Orleans Saints football team developed an advertising campaign targeted at teenagers. This is an example of the demographic segmentation variable of: A) gender. B) age. C) income. D) ethnicity.

Q: If a company's marketing team chooses to focus marketing efforts on children, which demographic variable is being used to segment the market? A) Gender B) Age C) Generations D) Benefits

Q: All of the following facts about campaigns that target men are true except: A) men prefer specific information rather than browsing products and brands. B) men favor products that reflect status and demonstrate they have good taste. C) men tend to purchase well-known brands. D) for men, a lower price is more important than higher quality.

Q: All of the following facts about women are true except: A) that women control 75 percent of the world's annual consumer spending. B) 80 percent of women buy and sell stocks. C) 90 percent of women deal with financial advisors. D) 96 percent of women are involved in purchasing high-priced electronics.

Q: The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of: A) gender. B) age. C) income. D) ethnicity.

Q: In marketing deodorant to women, Degree emphasized that the product: A) worked under physical feats, such as mountain biking. B) left no marks on clothing and would hold up as she worked and socialized. C) left no perspiration stains when exercising. D) had perfume ingredients that created an alluring smell.

Q: Analysis of buying patterns by gender is an example of segmentation by: A) psychographics. B) generations. C) demographics. D) usage.

Q: Level of education is an example of segmentation by: A) psychographics. B) generations. C) demographics. D) geodemographics.

Q: All of the following are types of demographic segmentation variables except: A) gender. B) lifestyles. C) age. D) ethnicity.

Q: Using gender, age, ethnicity, and income as market segmentation variables is the application of which segmentation approach? A) Demographics B) Psychographics C) Geographic D) Polygraphic

Q: The method of consumer segmentation that is based on population characteristics is: A) demographics. B) psychographics. C) geographic. D) polygraphic.

Q: All of the following are methods of segmenting consumer markets except: A) geographic. B) geodemographics. C) distribution channel. D) benefits.

Q: All of the following are methods of segmenting consumer markets except: A) demographics. B) industry size. C) psychographics. D) generations.

Q: For a market segment to be viable, it should meet each of the following tests except the: A) members of the market segment should be ambiguous. B) market segment must be large enough to be financially viable to market with a separate marketing campaign. C) market segment must differ from the population as a whole. D) market segment must be reachable through some type of media or marketing communications.

Q: Market segments should be internally: A) heterogeneous. B) identifiable. C) unique. D) homogeneous.

Q: A set of businesses or groups of individual consumers with distinct characteristics is a(n): A) differentiated group. B) production department. C) market segment. D) manufacturing system.

Q: What is the first step in the IMC planning process? Describe the components.