Lesson 1: Learning Objectives

What does segmentation mean in marketing?

• Combining multiple products into one package

• Dividing a big group of people into smaller groups based on certain traits

• Lowering prices to attract more buyers

• Measuring how many people saw an ad

A company is planning promotions for a kids’ movie. Based on the concept of target market, which strategy fits best?

• Design ads for professional football fans because they have higher incomes

• Aim messages to children and their parents since they are the specific group the business wants to reach

• Target retirees in a different city to expand reach

• Market only to all adults because they buy movie tickets

Which type of segmentation is illustrated when an NBA team in Miami markets to young adults who love nightlife and Latin music?

• Demographic

• Geographic

• Psychographic

• Behavioral

Which list correctly names common ways to segment a target market?

• Age, income, interests, and purchase history only

• Demographics, geographics, psychographics, and behavior

• Gender and location only

• Brand loyalty and price only

A company creates ads highlighting outdoor adventures to appeal to customers who enjoy hiking and camping. Which type of segmentation is being used?

• Demographic segmentation

• Psychographic segmentation

• Behavioral segmentation

• Geographic segmentation

What is a target market according to the summary?

• Any person who sees an advertisement

• The specific group a business wants to reach

• Only existing customers of a business

• A list of competitors in the same industry

Why does understanding the target market matter for teams and companies?

• It guarantees lower prices

• It helps create better marketing, products, and experiences

• It eliminates the need for advertising

• It ensures instant brand recognition

Demographic segmentation is primarily about grouping customers by what?

• Location and climate

• Values and lifestyles

• Age, income, or other population traits

• Brand loyalty only

Choosing to promote snow gear only in mountain towns primarily demonstrates which segmentation?

• Demographic

• Psychographic

• Geographic

• Behavioral

A concert promoter runs localized social media ads only in cities on the tour route. Which segmentation does this best represent?

• Demographic

• Geographic

• Psychographic

• Cultural