Chapter 9 Quiz

1.What kind of segmentation groups consumers on the basis of the outcomes they seek and derive from the product or service?

A.Outcome

B.Critical

C.Material

D.Benefit

2.Which of the following is NOT one of the key steps when determining segment attractiveness?

A. Substantial

B. Identifiable

C. Reachable

D. Behavioral

E. Profitable

3.What are the two most common types of Behavioral Segmentation?

A. Occasion & Loyalty

B. Occasion & Beneficial

C. Loyalty & Competitive

D. Beneficial & Statistical

4.People’s self image, or self- values, is the image people ideally have of themselves. True or false?

A. True

B. False

5.What is Step 2 of the segmentation process?

A.Use segmentation methods

B.Select target market

C.Evaluate segment attractiveness

D.Identify and develop positioning strategy

6.Which of the following attributes are a part of Segment Attractiveness?

A.Profitable

B.Convenient

C.Synergistic

D.Specific

7.According to the textbook, what does the “L” in the acronym VALS stand for?

A. Luxury

B. Liquidity

C. Lifestyle

D. Liking

8.When a firm evaluates its overall mission, including its strengths, weaknesses, opportunities, and threats, it is engaged in which step of the segmentation, targeting, and positioning process?

A.Establishing overall strategy or objectives

B.Determining segmentation methods

C.Evaluating segment attractiveness

D.Selecting the target market

E.Developing the positioning strategy

9.segmentation divides customers into groups on the basis of how they use the product or service.

A. Benefit

B. Loyalty

C. Behavioral

D. Graphic

10.What is the third component of people's psycho-graphic makeup, are the way we live.

A. Value and Lifestyle

B. Lifestyles

C. VALS

D. Self-Concept

11.Which of these is NOT considered a segmentation method?

A. Geographic

B. Economic

C. Demographic

D. Psychographic

12.Which type of segmentation groups consumers on the basis of the outcomes they seek and derive from the products of service, such as clothing, appliances, toothpaste, or paper towels.

A. Psychological Segmentation

B. Demographic Segmentation

C. Benefit Segmentation

D. Self- concept Segmentation

13. Which segmentation method has to do with age, gender, and income?

  1. Geographic
  2. Psychographic
  3. Benefits
  4. Demographic

14. True or False, self concept is goals for life, not just the goals one wants to accomplish in a day?

  1. True
  1. False

15.What are the 4 targeting strategies?

A. Differentiated, concentrated, micro marketing (one-to-one), undifferentiated (mass marketing)

B. Substantial, reachable, responsive, profitable, identifiable

C. Geographic, demographic, psychographic, benefits, behavioral

D. Value, salient attributes, symbol, competition

16. Which of the following is NOT a component in a persons psychological makeup?

  1. Lifestyles
  1. Demographics
  2. Self-values
  3. Self-concept

17. What is one way the internet helps to facilitate segmentation strategies?

  1. Cookies
  1. Micro Marketing
  2. Twitter
  3. Targeted Advertising

18. Which of the following is included in Gatorades value proposition?

  1. Non-cola consumers
  1. Non- caffeinated soft drink
  2. Is light and refreshing
  3. Athletes around the world

19. Which of the following is NOT one of the six steps that marketers use to derive a perpetual map?

  1. Identify the market’s ideal points and size
  1. Identify competitors’ position
  2. Identify the target market
  3. Determine consumer preferences

20. Four frequently used targeting strategies are micro marketing, undifferentiated, differentiated, and ….?

  1. Geographic
  1. Benefit-based
  2. Economic
  3. Concentrated

Answer Key:

  1. D
  2. D
  3. A
  4. B
  5. A
  6. A
  7. C
  8. A
  9. C
  10. B
  11. B
  12. C
  13. D
  14. B
  15. A
  16. B
  17. A
  18. D
  19. C
  20. D