E OBJ 3.03 MC

To buy a product, customers in a market must first

• be willing to buy the product.

• make sure the product is on sale.

• learn the product’s features.

• locate the product in a store.

When examining a market, marketers primarily notice its

• records.

• categories.

• leaders.

• merchants.

Marzetti’s Musical Instruments has determined that it will focus its marketing efforts on senior high school students. Marzetti’s is engaged in __________ marketing.

• target

• industrial

• risky

• mass

When sellers offer one-size-fits-all products that will appeal to most buyers, they are using

• mass marketing.

• market segmentation.

• mass production.

• demographic segmentation.

The Thompson Company decided it would be more successful if it divided the total market for its products into smaller, more specific groups of consumers. This business is engaged in

• mass marketing.

• industrial marketing.

• market domination.

• market segmentation.

Sorting customers by their physical and social characteristics is called __________ segmentation.

• demographic

• psychographic

• behavioral

• statistical

When marketers sort customers psychographically, they divide them by

• level of education.

• lifestyle habits.

• loyalty to a brand.

• likable traits.

Jackie is interested in predicting what special events result in higher demand for chocolate candy. She should conduct behavioral segmentation based on

• occasion response.

• rate of use.

• benefits derived.

• loyalty response.