Marketing Final Exam

A this magazine is using age as a segmentation base

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Unformatted text preview: eir parents. PTS: 1 REF: 124 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 36. Modern Maturity magazine is targeted toward adults age 50 years and older. It has articles on health and fitness as well as the arts and finance. What segmenting base is Modern Maturity using? a. b. c. d. e. Demographic Geographic Nomological Economic Generational ANS: A This magazine is using age as a segmentation base, which is characteristic of demographic segmentation. PTS: 1 REF: 124-125 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 37. Fisher-Price developed a rugged, waterproof camera for children. This product uses _____ segmentation. a. ethnicity b. income c. age d. gender e. occupation ANS: C Attracting children is a popular strategy for companies that hope to instill early brand loyalty. PTS: 1 REF: 124-125 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 38. While most marketing to Generation Y tries so hard to be hip that it borders on parody, Vans has kept the decades-old brand real and vital for Gen Yers. Marketing programs the footwear manufacturer uses to reach Gen Yers include the Vans Skate Parks, which operate in malls around the country; the wildly successful Vans Warped Tour for alternative music; and the Vans Triple Crown, the brand’s answer to the X Games. The segmentation plan used by Vans relies heavily on _____ segmentation. a. ethnicity b. income c. age d. gender e. occupation ANS: C Vans is segmenting by age––in this case, Generation Y, which consists of people born between 1979 and 1994. PTS: 1 REF: 124-125 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 39. Redbook magazine targets what it calls “Redbook jugglers,” defined as 25- to 44-year-old women who must juggle family, husband, and job. According to a Redbook ad, “She’s the product of the ‘me generation,’ the thirty-something woman who balances home, family, and career—more than any generation before her, she refuses to put her pleasures aside. She’s old enough to know what she wants. And young enough to get it.” This is an example of _____ segmentation. a. demographic and psychographic b. benefit desired and usage rate c. geodemographic and benefit desired d. demographic and usage rate e. benefit desired and demographic ANS: A Thirty-something women indicate demographic segmentation. The juggling act describes her lifestyle, which would represent psychographic segmentation. PTS: 1 REF: 124-125 | 127 OBJ: 08-4 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy MSC: BLOOMS Application 40. H&M plans to open a new store in Saudi Arabia. It will be staffed completely by women. Saudi Arabia has strict laws about women interacting with men other than their husbands, so only women will be permitted to shop there. Which type of demographic segmentation is H&M using? a. L...
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This document was uploaded on 09/29/2013.

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