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Exam 5: Segmenting and Targeting the Audience

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Question 1

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Which approach to segmentation divides people into groups based on product category and brand usage?

A) demographic segmentation
B) geographic segmentation
C) psychographic segmentation
D) benefit segmentation
E) behavioral segmentation

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Question 2

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Because people are able to move between social classes, these classes are relatively impermanent and disordered divisions composed of members who do not share values, interests, or behaviors.

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Question 3

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Ethnicity is a major factor for segmenting markets.

In consumer categories, first-timers are people with low levels of brand loyalty who are willing to leave a brand to try another one.

Which of the following does NOT determine an individual's social class?

________ are trend spotters who specialize in identifying trendy fads that appeal to young people.

If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in ________ in the upcoming years.

Juan was born in Mexico but moved to the United States when he was five years old. His family is still close to relatives living in Mexico, and he lives in a neighborhood where most people speak Spanish, eat traditional Mexican dishes, wear traditional Mexican clothing, and listen to Mexican music. He remembers fondly his grandfather telling him stories of his home country's customs and heroes. All of these factors form the ________ that will influence Juan's consumer behavior.

Psychographic segmentation is primarily based on studies of how people spend their money, their patterns of work and leisure, their interests and opinions, and their views of themselves.

Lexus works to keep customers happy after each sale, aiming to delight the customer in order to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer decision process?

Which of the following is NOT an approach to segmenting consumer markets?

Searchers are people who are driven by a need to know everything they can about a product before making a purchase, particularly for major purchases.

Explain the role of marketers in the information search step of the consumer decision-making process. Give an example of how the marketer might execute this role.

The basic driving forces that motivate us to do something are called ________.

________ can vary in terms of seriousness or importance, and the goal of advertising at this stage is to activate or stimulate the need.

________ describes how individuals or groups select, purchase, use, or dispose of products, as well as the needs and wants that motivate these behaviors.

Which of the following involves matching online ads to interests indicated by recency and frequency of consumer online behavior?

Which of the following is NOT typically used to determine social class?

A belief that your family is more important than your job is an example of a value.

________ are what we feel for more essential items, such as food and shelter; ________ occur when we desire or wish for something.