SY23-24_SGB_Marketing Principles IA3_ Ramp 1. A group of people with shared characteristics and interests such as demographics and psychographics that are most likely to purchase a businesses' products or services is known as __________________. ST: 3 DOK: 1

• enterprise system
• target market
• tribe
• community

What type of market segmentation involves dividing a market according to different variables such as age, gender, family size, income, and occupation. ST: 3.7 DOK: 2

• geographic segmentation
• psychographic segmentation
• behavioral segmentation
• demographic segmentation

What type of market segmentation involves dividing a market according to different characteristics such as their values, interests, hobbies, likes/dislikes, lifestyles, etc.? ST: 3.7 DOK: 2

• geographic segmentation
• psychographic segmentation
• behavioral segmentation
• demographic segmentation

Identify the particular type of segmentation being described below: The Westin Savannah Harbor Golf Resort & Spa created a marketing campaign to focus on consumers that live within 200 miles of their resort to promote the holiday season discounted room rates that will be offered. The Westin Savannah Harbor Golf Resort & Spa targeted these consumers based on where they live because consumers who live within 300 miles or their location will be most likely to book a discounted room and travel last minute. Segmenting a market based on where they live is an example of ______________ segmentation. ST: 3.8 DOK: 2 a. demographic

• psychographics
• geographics
• behavioral

What is the first step in the Market Research process? ST: 7 DOK: 1

• collecting data
• constructing a survey
• creating a SWOT analysis
• defining the problem

Collecting data is part of the market research process. Quantitative data involves research data that has numbers whereas ________________ data describes information such as physical traits, colors, features, feelings, etc. ST: 7.3 DOK: 2

• evaluation data
• selection data
• search data
• qualitative data

The study of colors in relation to human behavior is known as ________________. 9.6

• color psychology
• design strategy
• compel process
• aim

Which of the following is NOT one of the promotional mix elements? ST: 11.3

• advertising
• public Relations
• finance
• sales promotion

A promotional mix element that includes any form of nonpersonal paid communication in which companies pay to promote their ideas, goods, and services and typically use a mass media approach to deliver the message is called ___________________. ST: 11.3

• public relations
• advertising
• sales promotion
• direct marketing

A promotional mix element that includes one-on-one communication between a sales representative and potential customer. This can help influence people to decide to buy certain products or services. ST: 11.3

• direct marketing
• sales promotion
• personal selling
• advertising