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WorksheetsCh8 Segmentation and Targeting Markets
Total questions: 22
Worksheet time: 17mins
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)
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
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) .
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 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)
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
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
_______ refers to segmenting markets by region of a country or the world, market size, market density, or climate.
Geographic segmentation
Benefit segmentation
Demographic segmentation
Usage-rate segmentation
The 80/20 principle holds that 20% of all customers generate 80% of the demand. Although the percentages usually are not exact, the general idea often holds true. Which consumer market segment is described here?
Benefit segmentation
Geographic segmentation
Market segmentation
Usage-rate segmentation
A cosmetic company manufactures products for skin and hair care for both men and women in the 20- to 50-year-old age group. Which type of market segmentation approach does the company undertake?
Geographic segmentation
Psychographic segmentation
Benefit segmentation
Demographic segmentation
All powder laundry detergent is packaged in small 2 oz. packets so it will be more affordable for low-income consumers. All detergent convenience packets are small enough to be sold in vending machines to make them handy for students on a tight budget living on campus. This is an example of _______.
income segmentation
age segmentation
gender segmentation
ethnic segmentation
In Mexico, Walmart has built stores with wider aisles than in U.S. stores. Walmart made this adjustment because in Mexico families have the habit of shopping together such that one family might bring six people to Walmart to shop. This example shows that _______.
segmentation identifies the needs of all Walmart customers
segmentation helps Walmart decision makers align with local customs
Walmart should standardize all stores worldwide
customer needs are the same worldwide
The purchase of health and beauty aid products can be overwhelming due to the number of choices. For example, Procter & Gamble offers its Old Spice brand for men, Head & Shoulders for individuals needing dandruff control, and Pantene Pro-V formula that “transforms your hair by making it stronger.” Procter & Gamble utilizes a unique marketing mix for each brand of shampoo, giving the company many benefits such as greater sales volume, higher profitability, larger market share, and economies of scale in manufacturing and marketing. Procter & Gamble is using _______ targeting.
focused
undifferentiated
concentrated
multisegment
Pasua is an Amazon Prime member who appreciates the convenience and flexibility of ordering products from Amazon. She typically shops using the Amazon app on her phone. Pasua is always amazed how Amazon’s suggestions of products she might like are so on-point. She frequently purchases one or more of Amazon’s “recommended for you” items as impulse purchases. Amazon is using _______ as a targeting tool based on its ability to track interactions with customers.
customer feedback marketing (CFM)
customer relationship management (CRM)
computer-assisted marketing (CAM)
automated intelligence management (AIM)
Match the following terms to definition:
niche
one segment of a market
Usage-rate segmentation
the amount of product bought or consumed
Geodemographic segmentation
segmenting into neighborhood lifestyle
segmentation bases
characteristics of individuals, groups
The Six Steps in Segmenting a Market - Match the first three steps in order
Select a market or product category for study
Choose a basis or bases for segmenting the market
Select segmentation descriptors
Imagine you are a marketing consultant hired by a travel agency specializing in crafting unique vacation experiences. They want to attract more Baby Boomers (born roughly between 1946 and 1964) to their services. Develop a market segmentation strategy focusing specifically on the demographic variable of age within the Baby Boomer generation.
a. Describe at least three distinct age-related segments within the Baby Boomer group, outlining their key characteristics, travel motivations, and the types of vacation experiences that would appeal to each segment.
Market Segmentation allows for a concentrated consumer group.
True
False
Geographic segmentation takes, age and race, and preferences into what customers want.
True
False
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