Ch. 2 Marketing

Information regarding ethical backgrounds and household income facilitates market segmentation.

• True

• False

According to the US 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

• False

According to the text, which US ethnic population is declining, relative to other ethnic populations?

• Hispanic

• Asian-American

• Caucasian

• African-American

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

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?

• demographic

• geographics

• psychographics

Which generation most appreciates advertising that includes images, hip music, and humor.

• Echo Boomers

• Generation Y

• Generation X

• Baby Boomers

Information about the values and attitudes that shape consumers’ lifestyles is called

• psychographics

• geographics

• demographics

Political, economic, socio-cultural and technological are four areas that make up a

• Marketing Mix

• PEST Analysis

• SWOT Analysis

A combination of geographic, demographic and psychographic data about a group of people can be used to create a customer

• profile

• PEST Analysis

• psychographics