Chapter 7

When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.

• occasion segmenting

• local marketing

• market diversification

• market targeting

________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.

• Benefit segmentation

• Geographic segmentation

• Demographic segmentation

• Psychographic segmentation

________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.

• Geographic

• Benefit

• Occasion

• Psychographic

• Demographic

________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.

• Benefit

• Occasion

• Geographic

• Demographic

• Psychographic

In the context of behavioral segmentation, markets segmented by ________ can be categorized into light, medium, and heavy product users.

• benefits sought

• loyalty status

• usage rate

• user status

• occasion

An American cola-manufacturing company that primarily targets rebellious and adventurous people most likely uses ________ segmentation.

• occasion

• geographic

• income

• benefit

• psychographic

Papillon, a popular retailer of chic women's clothing, segments its market according to consumer lifestyles. Papillon most likely uses ________ segmentation for segmenting its market.

• geographic

• psychographic

• benefit

• age and life-cycle

Business information services such as Experian Marketing Services and Nielsen help marketers to ________.

• save significant amounts of money on shipping products

• spend more time identifying potential customers

• learn more specific details from consumers about their products

• segment people and locations into marketable groups of like-minded consumers

• expand their product offerings to interested clients and provide high-quality service to them

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

• measurable

• accessible

• substantial

• actionable

• profitable

Different soft drinks target different personalities. This is an example of ________ segmentation.

• psychographic

• demographic

• occasion

• life-cycle

• benefits