WorksheetsChapter 7 (Segmentation)
Total questions: 8
Worksheet time: 3mins
Companies know they cannot appeal to all buyers in the marketplace, or at least not in the same way. Reasons for this include all of the following EXCEPT ________.
buyers are too numerous
companies vary widely in their abilities to serve different market segments
buyers are varied in their needs and buying practices
companies need more information to offer the right products to the right customers
buyers are widely scattered
A catalog retailer in the United States has identified African American professionals between the ages of 35 and 45 as a group of potential customers for its products. The retailer plans to direct its marketing efforts toward this group of consumers. Which of the following market segmentation variables did the catalog retailer most likely use?
demographic
psychographic
user status
loyalty status
usage rate
Which of the following is NOT one of the major variables used in segmenting consumer markets?
demographic
behavioral
ethical
geographic
psychographic
________ can be a poor predictor of a person's health, work or family status, needs, or buying power.
Occupation
Education
Ethnicity
Religion
Age
________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.
Geographic
Benefit
Occasion
Psychographic
Demographic
Marketers who use ________ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals.
demographic segmentation
geographic segmentation
benefit segmentation
psychographic segmentation
occasion segmentation
Which of the following variables are the most popular for marketers to use in segmenting customer groups?
ethical
psychographic
demographic
behavioral
geographic
Which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product?
user status
usage rates
gender status
income status
loyalty status
