Segmentation & Targeting

________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.

• Positioning
• Mass customization
• Market targeting
• Market segmentation

Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.

• True
• False

________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. 

• Mass customization
• Market targeting
• Market segmentation
• Differentiation

"Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods." This is an example of ________.

• Geographic segmentation
• Product diversification
• Branding
• Psychographic segmentation

Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here? 

• Geographic segmentation
• Benefit segmentation
• Occasion segmentation
• Demographic segmentation

________ segmentation has long been used in clothing, cosmetics, toiletries, and magazines.

• Behavioral 
• Gender 
• Benefit 
• Occasion 

Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach. 

• Gender
• Income
• Geographic
• Benefit

Malcolm Sanders, a graduate student from Queenstown, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressively and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use? 

• Gender segmentation
• Age and life-cycle segmentation
• Occasion segmentation
• Geographic segmentation

Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________.

• User status
• Degree of loyalty 
• Income
• Benefit-seeking attitudes

Market segments that can be effectively reached and served are ________.

• Measurable
• Accessible
• Substantial
• Profitable