CH- 7 MARKET SEGMENTATION, TARGETING &POSITIONING; FOR COMPETITIVE ADVANTAGE Set-2

26. The move toward individual marketing mirrors the trend
in consumer _________.

a. backlash

b.
self-marketing.

c. dialog marketing

d. niche marketing

27. All of the following are considered to be major
variables for segmenting markets

EXCEPT:

a. geographic
variables.

b. trait variables.

c. demographic
variables.

d. psychographic
variables.

28. If a marketer attempts segmentation of a market by
dividing the market into different

units based on
nations, regions, states, counties, cities, or even neighborhoods, then

the marketer is
practicing ____________ segmentation.

a. demographic

b. geographic

c. political

d. cartographic

29. When Campbell Soup makes Cajun gumbo soup for Louisiana
and Mississippi and nacho cheese soup for Texas and California, it is
practicing _______________ segmentation.

a. geographic

b. demographic

c. psychographic

d. behavioral variable

30.All of the following
would be ways to segment within the category of psychographic segmentation EXCEPT:

a. social class.

b. occupation.

c. lifestyle.

d. personality.

31.All of the following
would be ways to segment within the category of behavioral variable
segmentation EXCEPT:

a. occasions.

b. user status.

c. loyalty status.

d. lifestyle.

32._______________
factors are the most popular bases for segmenting customer groups.

a. Geographic

b. Demographic

c. Psychographic

d. Behavioral

33._________________
factors or variables are generally easier to measure than most of the other types
of variables or factors.

a. Geographic

b. Demographic

c. Psychographic

d. Behavioral

34.Age is often a poor
predictor of a person’s life-cycle, health, work, or family status.

Therefore, when using age and life-cycle segmentation, the
marketer must guard

against:

a. stereotyping.

b. gender bias.

c. racial bias.

d. intellectual bias.

35. Proctor & Gamble joined a growing list of marketers
who use __________

segmentation when they developed Secret, a
brand specially formulated for a

woman’s
chemistry.

a. geographic

b. income

c. benefit

d. gender

36. All of the following Web sites would be examples of
sites wishing to make gender

segmentation
appeals as their primary marketing segmentation strategy EXCEPT:

a. www.iVillage.com.

b. www.girlson.com.

c. www.playboy.com.

d. www.neimanmarcus.com.

37.___________________
is the process of dividing a market into different groups based on social
class, lifestyle, or personality characteristics.

a. Gender segmentation

b. Behavioral
segmentation

c. Psychological
segmentation

d. Psychographic
segmentation

38.Many marketers
believe that ________________ are the best starting point for building market
segments and programs.

a. behavioral
variables

b. geographic
variables

c. demographic
variables

d. psychographic
variables

39. “Coke in the morning” is an attempt to segment according
to which of the following?

a. gender segmentation

b. psychographic segmentation

c. benefit segmentation

d. occasion segmentation

40. The orange juice manufacturers know that orange juice is
most often consumed in the mornings.
However, they would like to change this and make the drink acceptable
for other time periods during the day.
Which form of segmentation would they need to work with to establish a
strategy reflective of their desires?

a. gender segmentation

b. benefit
segmentation

c. occasion
segmentation

d. age and life-cycle
segmentation

41.When companies market
products on the basis of what the product’s attributes will do for a given
segment of consumers, they are using a powerful form of behavioral segmentation
known as:

a. occasion segmentation.

b. benefit
segmentation.

c. user status
segmentation.

d. usage rate
segmentation.

42.If people that take
cruise ship vacations do so because of “gambling,” “fun,” or “for adventure or
educational purposes,” then it is possible to segment this market based on what
might be called:

a. psychographic
segmentation.

b. benefit
segmentation.

c. demographic
segmentation.

d. gender
segmentation.

43. A marketing firm classifies customers as nonusers,
ex-users, potential users, first-

time users, and
regular users. Which of the following classifications is the firm most

likely using to
segment its market and devise strategies for selling its products and

services?

a. user status

b. user rate

c. loyalty status

d. benefit status

44. One of the most promising developments in multivariable
segmentation is called _________________, where a host of demographic and
socioeconomic factors are used.

a. terragraphic
segmentation

b. fermagraphic
segmentation

c. geothermal
segmentation

d. geodemographic
segmentation

45.All of the following
are major variables that can be used to segment business markets

EXCEPT:

a. operating
characteristics.

b. psychographics.

c. demographics.

d. situational
factors.

46.____________________
is forming segments of consumers who have similar needs and buying behavior
even though they are located in different countries.

a. External
segmentation

b. International
segmentation

c. Intermarket
segmentation

d. Enriched
segmentation

47.When Mercedes-Benz
targets the world’s well-to-do, regardless of their country, they are most
likely following a segmentation strategy called:

a. external
segmentation.

b. international
segmentation.

c. enriched
segmentation.

d. intermarket
segmentation.

48.Clearly, there are
many ways to segment markets. However,
not all segmentations are effective or successful. To be useful, market segments must have all
the following characteristics EXCEPT being:

a. measurable.

b. plausible.

c. accessible.

d. actionable.

49.It is a fact that
there are 32.5 million left-handed people in the United States. However, most
marketers do not attempt to appeal to or design products for this group because
there is little in the way of census data about this group. Therefore, this group fails in one of the
requirements for effective segmentation.
Which of the following is most likely to apply in this case?

a. actionable

b. substantial

c. differentiable

d. measurable

50.Knowing the size,
purchasing power, and profiles of a market segment are all part of which of the
following characteristics?

a. substantiality

b. measurability

c. actionability

d. accessibility