MKT2013 - CHAPTER 5

Market segmentation is the process of taking a market and dividing the buyers into distinct groups for which marketing mixes can be constructed.

• true

• false

Micro-marketing is focusing on sub segments or niches with distinctive traits that may seek a special combination of benefits.

• true

• false

The most popular base for segmenting markets and customer groups is geographic segmentation.

• true

• false

Demographic variables are easier to measure than most other types of variables with respect to segmentation

• true

• false

Psychographic segmentation occurs when a market is divided into different groups based on social class, lifestyle, or personality characteristics.

• true

• false

All of the following would be ways to segment within the category of behavioral variable segmentation EXCEPT:

• occasions

• user status

• loyalty status

• lifestyle

_______________ factors are the most popular bases for segmenting customer groups.

• Geographic

• Demographic

• Psychographic

• Behavioral

_________________ factors or variables are generally easier to measure than most of the other types of variables or factors.

• Geographic

• Demographic

• Psychographic

• Behavioral

___________________ is the process of dividing a market into different groups based on social class, lifestyle, or personality characteristics

• geographic

• demographic

• psychographic

• behavioral

“Coke in the morning” is an attempt to segment according to which of the following?

• occasions segmentation

• user status

• loyalty status

• usage rate