market segmentation

When a company identifies the parts of the market it can serve best and most

profitably, it is practicing ____.

• Concentrated marketing

• Mass marketing

• Market targeting

• Segmenting

What are the four steps, in order, to designing a customer-driven marketing strategy?

• Market segmentation, differentiation, positioning, and targeting

• Positioning, market segmentation, mass marketing, and targeting

• Market segmentation, targeting, differentiation, and positioning

• Market alignment, market segmentation, differentiation, and market positioning

• Market recognition, market preference, market targeting, and market insistence

Your firm has decided to localize its products and services to meet local market

demands. A good approach to use would be ________ segmentation.

• geographic

• benefit

• end-use

• customer

• image

Pendergraff Pet Supplies divides the pet market according to the owners' race,

occupation, income, and family life cycle. What type of segmentation does Pendergraff

use?

• geographic

• behavioral

• lifestyle

• demographic

• psychographic

Even though several options are available at any one time, there ________ to segment a

market.

• is one single best way

• is no single way

• is a most effective way

• are limited ways

• are four ways

Through talking to numerous competitors at a regional trade show, you learn that most

of them use the most popular base for segmenting markets. What is it?

• Demographic

• Gender

• Psychographic

• Behavioral

• Geographic

Demographic variables are so frequently used in market segmentation because they

• Create smaller segments than other methods do

• Create more easily reached segments than other methods do

• Do not involve stereotypes

• Are easy to measure in comparison to many other methods

• Involve fewer attributes to consider than other methods do

Marketers must be most careful to guard against which of the following when using age

and life cycle segmentation?

• Underestimating

• Stereotyping

• Traditional marketing

• Cultural bias

• Gender bias

When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is

most likely using which type of segmentation?

• age and life cycle

• gender

• behavior

• psychographic

• geographic

Through market segmentation, companies divide large, heterogeneous markets into

smaller segments that can be reached more _______ with products and services that

match their unique needs.

• efficiently

• effectively

• intensely

• indirectly