Principles of Marketing Chapter 2

Information regarding ethnic backgrounds and household income facilitates market segmentation.

• TRUE

• FALSE

A marketing plan is a formal written document which directs activities for a specific time.

• TRUE

• FALSE

A time frame will help determine if a marketing plan objective has been reached.

• True

• False

According to the U.S. Census Bureau, the most racially and ethnically diverse age group is Generation Y.

• True

• False

Businesses can use database technology to provide products to a specified target market.

• TRUE

• Fasle

Discretionary income might be used to buy which items?

• magazine subscriptions

• fruits and vegetables

• underwear and socks

• a three-bedroom house

According to the text, which U.S. ethnic population is declining, relative to other ethnic populations?

• Hispanic

• Asian-American

• Caucasian

• African-American

The Cracked Pot Potteryware company decided to sell its coffee mugs in the local coffee houses. What type of marketing decision was this?

• Price

• Place

• Promotion

• Product

The Music Stand direct-mail company wants to send catalogs to music teachers, dancers, and other music consumers.

What type of data would be helpful in this endeavor?

• demographic

• geographic

• psychographic

• product benefits

The Good Ol' Barbecue Sauce Company began marketing a new sauce that includes spices often found in Asian cuisine. How is the company segmenting its market?

• psychographics

• product benefits

• geographics

• demographics