Managing Marketing Information and Segmentation, Targeti

Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts at select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach.

• gender

• occasion

• 
  benefit

• 
  income

________ segmentation divides buyers into different segments based on lifestyle or personality characteristics.

• Benefit

• Psychographic

• Occasion

• Loyalty

Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods. This is an example of ________.

• demographic segmentation

• geographic segmentation

• psychographic segmentation

• behavioural segmentation

________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.

• Positioning

• Market targeting

• Mass customization

• Market segmentation

Which of the following is NOT one of the major variables used in segmenting consumer markets?

• Demographic

• Behavioral

• Ethical

• Geographic

Event management company try to identify smaller, better-defined target groups by using

________.

• User rates

• Loyalty segmentation

• Multiple segmentation bases

• Positioning

Hotel guests can show their allegiance to brands, stores, or companies. Marketers can use this information to segment guests by ________.

• user status

• loyalty status

• store type

• brand preference

Gender segmentation is commonly used in clothing, cosmetics, toiletries, and magazines.

• TRUE

• FALSE

When segmenting by user status, markets are segmented into light, medium, and heavy product users.

• TRUE

• FALSE