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22 Cards in this Set
- Front
- Back
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_______________ include country, region, county size, city or SMSA size, population density, and climate. a. Behavioral variables b. Geographic variables c. Demographic variables d. Social/psychological variables |
b. Geographic variables |
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_______________ include use occasion, decision-making practices, user situation, composition of the decision-making unit, and type of purchase decision. a. Behavioral variables b. Geographic variables c. Demographic variables d. Social/psychological variables |
a. Behavioral variables |
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_______________ is the conceptual process of grouping together actual and potential customers in a market for the purpose of selecting targets for effort and for designing marketing programs. a. Market penetration b. Market expansion c. Market extension d. Market segmentation |
d. Market segmentation |
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A proper market segmentation perspective assumes _______________ of needs and wants for all product categories. a. cultural bias b. factor similarities c. homogeneity d. heterogeneity |
d. heterogeneity |
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A well-executed market segment strategy provides a firm with all of the following EXCEPT: a. develops a clearer focus on market strategy b. secures higher levels of customer satisfaction and loyalty c. secures better insight into strengths and weaknesses of the firm’s internal resources d. identifies opportunities for customization to target segments |
c. secures better insight into strengths and weaknesses of the firm’s internal resources |
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According to the text, _______________ are physical descriptors of customers. a. behavioral variables b. social/psychological variables c. demographic variables d. geographic variables |
c. demographic variables |
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All of the following are examples of demographic variables for organizations EXCEPT: a. Profitability b. Power structure c. Legal entity d. Firm size |
b. Power structure |
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All of the following are examples of social/psychological variables EXCEPT: a. Family life cycle stage b. Activities c. Interests d. Opinions |
a. Family life cycle stage |
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All of the following are mentioned in the text as examples of candidate descriptor variables used to segment markets EXCEPT: a. Technological variables b. Behavioral variables c. Demographic variables d. Social/psychological variables |
a. Technological variables |
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All of the following represent new ways of developing market segment strategy and positioning EXCEPT: a. Analytically driven segmentation b. Market segments based mainly on demographics c. Databases central to segmentation d. Precise segmentation |
b. Market segments based mainly on demographics |
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For consumers, demographic variables include all of the following EXCEPT: a. Age b. Education c. Gender d. Personality |
d. Personality |
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PRIZM is a ______________ segmentation system fo, developed by Claritas Inc., a leading marketing services firm. a. demographic b. lifestyle c. geographic d. technological |
b. lifestyle |
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The end result of _______________ is the identification of a number of market segments. a. market penetration b. market extension c. market expansion d. market segmentation |
d. market segmentation |
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The firm can approach the market segmentation process from two different directions: _____________ or _____________. a. customer needs first or candidate descriptor variables first b. candidate descriptor variables first or competitor analysis first c. competitor analysis first or customer needs first d. internal resources first or external resources first |
a. customer needs first or candidate descriptor variables first |
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The many methodological approaches to forming market segments fall into two main categories, which are ______________ and ______________. a. qualitative and judgmental b. qualitative and quantitative c. intuitive and qualitative d. quantitative and data-crunching |
b. qualitative and quantitative |
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When the market segmentation methods of _______________ is used, it commonly involves government or trade association data used by several competitors in the same industry. a. “That’s the way the data are available” b. “That’s the way we’re organized” c. “That’s that way we can afford to do it” d. “That’s the way we’ve always done it” |
a. “That’s the way the data are available” |
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Which of the following approaches to market segmentation ignores the impact of changes in the environment, customers, and competitors? a. “That’s the way the data are available.” b. “That’s the way we’re organized.” c. “That’s the way we’ve always done it.” d. “That’s that way we can afford to do it.” |
c. “That’s the way we’ve always done it.” |
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Which of the following best describes the approach to market segmentation that assumes that independent data-gatherers had the firm’s market segmentation problem as their prime goal when devising data collection instruments? a. “That’s the way we’ve always done it.” b. “That’s the way the data are available.” c. “That’s the way we’re organized.” d. “That’s that way we can afford to do it.” |
b. “That’s the way the data are available.” |
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Which of the following is NOT an example of a consumer’s demographic variable? a. Language b. Lifestyle characteristics c. Age d. Nationality |
b. Lifestyle characteristics |
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Which of the following is NOT an example of a social/psychological variable? a. Personality b. Life stage c. Attitudes d. Social class |
d. Social class |
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Which of the following is NOT mentioned in the text as an improper approach to market segmentation? a. “That’s that way we can afford to do it.” b. “That’s the way we’ve always done it.” c. “That’s the way the data are available.” d. “That’s the way we’re organized.” |
a. “That’s that way we can afford to do it.” |
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Which of the following represents the new way of developing market segment strategy and positioning? a. Few large segments b. Intuition-driven segmentation c. Many small segments d. Crude segmentation |
c. Many small segments |
