Marketing Final Exam

Cbe model strategy obj 08 4 top aacsb reflective msc

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Unformatted text preview: d markets their handiwork at a fair price. The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses _____ segmentation. a. demographic b. psychographic c. geodemographic d. ethnic e. geographic ANS: B Psychographic segmentation is based on motives, personality, and lifestyles. PTS: 1 REF: 127 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 53. NASCAR racing fans are some of the most diverse and loyal fans in the world. They will stand in the pouring rain, the freezing cold, or the blistering heat for hours to shake the hand and get the autograph of a NASCAR driver. These fans are not concentrated in any one area but are dispersed throughout the United States. A Web site designed to market NASCAR memorabilia would be most likely to be successful if it used _____ segmentation to determine its target market. a. demographic b. psychographic c. geodemographic d. usage rate e. family life cycle ANS: B Since the audience is diverse, demographic segmentation would not be nearly as useful as psychographic segmentation that emphasized the fans’ lifestyles. PTS: 1 REF: 127 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 54. Wine Spectator is a magazine that targets people who appreciate good wine and food. However, the discriminating reader of this magazine is also interested in travel and health, so the magazine features travel and health-related stories. This publication relies on _____ variables to identify its target market. a. b. c. d. e. psychographic demographic usage rate geodemographic family life cycle ANS: A Such magazines are aimed at helping people achieve a certain lifestyle. PTS: 1 REF: 127 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 55. Magazines like Martha Stewart Living, Better Homes & Gardens, and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation. a. psychographic b. demographic c. usage rate d. geodemographic e. family life cycle ANS: A These magazines are aimed at helping people achieve a certain lifestyle. They emphasize the motive variable. PTS: 1 REF: 127 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 56. The James Hardie Siding Company sells concrete siding. It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed. So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years. In terms of psychographic segmentation, the siding company used the _____ variable. a. lifestyles b. motives c. benefits d. demographic e. personality ANS: B Using appeals to economy, reliability, and dependability targets customers with rational motives. Benefits is no...
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