Ch 2 Marketing Planning, Segmenting, Targeting & Positioning

Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation.

• image

• customer

• end-user

• benefit

• geographic

Pet Paradise Centre divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pet Paradise Centre use?

• psychographic

• demographic

• lifestyle

• behavioural

• geographic

Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.

• benefit

• user status

• usage rate

• psychographic

• occasions

Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation?

• gender

• income

• occasion

• usage rate

• readiness stage

When Positive Image, Inc. caters to clothing, cosmetics, and toiletries markets, it most likely uses which type of segmentation?

A) readiness

B) gender

C) behavior

D) occasions

E) geographic

• readiness

• gender

• occasions

• behaviour

• geographic

Segmentation of a market is done to help with?

• Targeting advertising more accurately
• Increase the amount of products being made
• Improving the quality of goods being sold
• Making sure that workers are happy at work

How is a market segmented by 'income'?

• People have different hobbies and interests, which can be connected to income and location.
• Consumers live in different parts of the country and will have different tastes and needs.  Those living in the city might want a smaller car
• The population can also be divided into; low income, middle income and high income. 
• Age groups can be split into categories e.g. 0-10, 11-16 or 18+.  Or even by young and old

How is a market segmented by 'lifestyle'?

• Products can be aimed specifically at males or females or both
• People have different hobbies and interests, which can be connected to income and location.
• Consumers live in different parts of the country and will have different tastes and needs.  Those living in the city might want a smaller car
• Age groups can be split into categories e.g. 0-10, 11-16 or 18+.  Or even by young and old

How is a market segmented by 'location'?

• Products can be aimed specifically at males or females or both
• People have different hobbies and interests, which can be connected to income and location.
• Consumers live in different parts of the country and will have different tastes and needs.  Those living in the city might want a smaller car
• Age groups can be split into categories e.g. 0-10, 11-16 or 18+.  Or even by young and old

How is a market segmented by 'gender'?

• Products can be aimed specifically at males or females or both
• People have different hobbies and interests, which can be connected to income and location.
• Consumers live in different parts of the country and will have different tastes and needs.  Those living in the city might want a smaller car
• Age groups can be split into categories e.g. 0-10, 11-16 or 18+.  Or even by young and old