Quiz
Chapter 9
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Questions in this quiz (13)
1What are the major segmentation variables for consumer markets?
- AGeographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation.
- BGeographic segmentation, gender segmentation, psychographic segmentation and behavioral segmentation.
- CGeographic segmentation, demographic segmentation, psychographic segmentation and age and life-cycle segmentation.
2Geographic segmentation divides the market into geographical units such as nations, states, regions, counties, cities, or neighborhoods.
- ATrue
- BFalse
3Grassroots marketing suggests that marketers concentrate on making activities as personally relevant to individual customers as possible.
- ATrue
- BFalse
4[blank_start]Demographic segmentation[blank_end] includes variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality and social class.
- ADemographic segmentation
- BPsychographic segmentation
5In [blank_start]psychographic[blank_end] segmentation, [blank_start]buyers[blank_end] are divided into groups on the basis of psychological / personality traits, [blank_start]lifestyle[blank_end], or values.
- Abuyers
- Bpsychographic
- Cdemographic
- Dsellers
- Elifestyle
- Fgender
6In behavioral segmentation, marketers divide buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product.
- ATrue
- BFalse
7Behavioral segmentation includes:
- ADecision roles, needs and benefits, user and usage-related variables, buyer-readiness stage, loyalty status, attitude.
- BDecision roles, needs and benefits, user and usage-related variables, loyalty status, attitude, opinion, frequency of use.
- CDecision roles, needs and benefits, user and usage-related variables, family size, gender, loyalty status, attitude.
8The major segmentation variables for [blank_start]business markets[blank_end] are the following: [blank_start]demographic[blank_end] (industry, company size, location); [blank_start]operating variables[blank_end] (technology, user or nonuser status, customer capabilities); [blank_start]purchasing approaches[blank_end] (purchasing-function organization, power structure, nature of existing relationship, general purchasing policies, purchasing criteria); [blank_start]situational factors[blank_end] (urgency, specific application, size or order) and [blank_start]personal characteristics[blank_end] (buyer-seller similarity, attitude toward risk, loyalty).
- Abusiness markets
- Bbuyers markets
- Cdemographic
- Dsituational factors
- Eoperating variables
- Fsituational factors
- Gpurchasing approaches
- Hoperating variables
- Isituational factors
- Joperating variables
- Kpersonal characteristics
- Ldemographic
9The steps in the market segmentation process are the following: 1. [blank_start]Needs-based segmentation[blank_end]. 2. Segment identification. 3. [blank_start]Segment attractiveness.[blank_end] 4. [blank_start]Segment profitability[blank_end]. 5. Segment positioning. 6. Segment "Acid Test". 7. [blank_start]Marketing-Mix Strategy[blank_end].
- ANeeds-based segmentation
- BSegment profitability
- CMarketing-Mix Strategy
- DSegment attractiveness.
10To be useful, market segments must rate favorably on five key criteria:
- Ameasurable, substantial, accessible, differentiable, actionable.
- Bmeasurable, profitable, accessible, differentiable, actionable.
- Cmeasurable, substantial, accessible, differentiable, size.
11Michael Porter has identified five forces that determine the intrinsic [blank_start]long-run attractiveness[blank_end] of a market or market segment: [blank_start]industry competitors[blank_end], potential entrants, [blank_start]substitutes[blank_end], buyers, and suppliers.
- Along-run attractiveness
- Bsubstitutes
- Cindustry competitors
12The levels of segmentation of markets are: full market coverage (which includes mass marketing); [blank_start]multiple segment specialization[blank_end] (includes supersegments); [blank_start]single segment concentration[blank_end] (includes niche) and [blank_start]individual marketing[blank_end] (includes mass customization).
- Amultiple segment specialization
- Bsingle segment concentration
- Cindividual marketing
13The framework for one-to-one marketing is the following: 1. Identify your prospects and customers. 2. Differentiate customers in terms of (1) their needs and (2) their value to your company. 3. Interact with individual customers. 4. Customize products, services, and messages to each customer.
- ATrue
- BFalse
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- Quiz on Chapter 9 , created by Marcela Arévalo on 01/08/2019.
- Author
- Marcela Arévalo
- Language
- Español
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