Ch8 Segmentation and Targeting Markets

Which of the following statements is true of markets?

• They are composed of people or organizations.

• They thrive only with government funds and subsidies.

• They provide discounts for every consumer.

• They influence consumers to buy products they do not need.

Segmenting a market based into different generations is called (a)  

• age segmentation
• gender segmentation

• ethnic segmentation

• benefit segmentation

Segmenting a market based on the stages of life within the household is called

• gender segmentation

• ethnic segmentation

• benefit segmentation

• family life cycle segmentation

The purpose of market segmentation is to (a)   .

• change consumer attitudes and beliefs toward a product

• divide a market into submarkets of equal size and equal number of customers

• eliminate the need for developing marketing objectives

• To meet the needs of one or more specific groups

The process of defining, dividing, and subdividing a large mass market into clear identifiable segments having similar needs, wants, or demand characteristics is identified as (a)   .

• market segmentation
• a consumer market

• market criteria

• market concentration

The key tool in the marketing strategy of every successful organization for reaching the targeted customer is (a)   .

• 80/20 principle

• improving marketing premises

• market segmentation
• market criteria

Alice has just given birth to her first child. She needs baby products such as a crib, a changing table, diapers, a car seat, and a stroller. Marketers are trying to contact Alice because she and other new mothers have similar needs. This is an example of .​ (a)   ​ ​ ​

• market segment
• marketing
• a business market
• market variables

Which statement is true of market segmentation?

• It allows marketers to use an undifferentiated targeting strategy.

• It allows marketers to adopt a single marketing mix across all market segments.

• It helps marketers focus on satisfying customer needs.

• It helps marketers design marketing mixes that match the characteristics of one or more segments.

10. Grocery stores in West Texas carry a complete selection of canned Asian foods, freshly made sushi, and Asian spices. Because of the large Asian population, grocery stores want to carry products that their customers like. This is an example of (a)   .

• benefit segmentation

• ethnic segmentation
• age segmentation

• psychographic segmentation

L'Amour, a cosmetic brand that primarily caters to women, wants to reach out to the less-traditional male market. It conducts research and develops a new product especially for men. In this example, L'Amour uses _______.

• ethnicity segmentation

• age segmentation

• gender segmentation

• psychographic segmentation