Marketing Final Exam

Family members with normal hearing can watch the

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Unformatted text preview: e-rate c. demographic d. psychographic e. benefit ANS: E The consumers can be described by the type of benefit they seek. PTS: 1 REF: 129 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 68. Private Ears are earphones that a person with limited hearing can use to hear the television without turning the volume up full blast. That way, other family members with normal hearing can watch the television at the appropriate volume for them. Private Ears is using _____ segmentation. a. usage-rate b. demographic c. geodemographic d. competitive e. benefit ANS: E Private Ears are designed to help the hard of hearing hear the television without running everyone else out of the room (or house). PTS: 1 REF: 129 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 69. Which type of segmentation divides a market by the amount of product bought or consumed? a. Benefit segmentation b. Characteristic segmentation c. d. e. Usage-rate segmentation Demographic segmentation Psychographic segmentation ANS: C This is the definition of usage-rate segmentation. PTS: 1 REF: 129 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 70. Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges. Airlines are using these rewards as a means of implementing _____ segmentation. a. lifestyle b. motive c. usage-rate d. demographic e. personality ANS: C Usage-rate segmentation divides a market by consumption so that firms can target their heavy users. PTS: 1 REF: 129 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 71. The public transportation system in the San Francisco area conducted a survey that revealed respondents could be assigned to one of four categories: (1) people who never utilized mass transit, (2) people who utilized mass transit in the past but not now, (3) people who utilized mass transit occasionally, and (4) people who utilized mass transit regularly. These groups have significantly different perceptions about transportation alternatives. This is an example of _____ segmentation. a. demographic b. benefit c. aggregate d. economic e. usage-rate ANS: E Segmenting users by amount purchased or consumed is usage-rate segmentation. PTS: 1 REF: 129 KEY: CB&E Model Customer OBJ: 08-4 TOP: AACSB Diversity MSC: BLOOMS Application 72. A number of plastic surgery groups in Great Britain are making use of loyalty cards. Patients who have five procedures performed at their offices will receive either a free procedure or a discount on another more complex surgical procedure. Aimed at patients who get maintenance treatments such as Botox or regular face peels, the loyalty cards may be used toward any type of surgical procedure. This is an example of segmentation by: a. b. c. d. e. demographic benefit aggregate economics usage rate ANS: E Segmenting users b...
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