Marketing Final Exam

Segmentation d microsegmentation e macrosegmentation

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Unformatted text preview: t a psychographic segmentation variable. PTS: 1 REF: 127 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 57. _____ divides individuals into groups according to the way they spend their time, the importance of items in their surroundings, their beliefs, and socioeconomic characteristics. a. Life cycle segmentation b. Temporal segmentation c. Lifestyle segmentation d. Microsegmentation e. Macrosegmentation ANS: C This describes the essence of lifestyle segmentation. PTS: 1 REF: 127 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 58. _____ is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic, demographic, and lifestyle segmentations. a. Geodemographic segmentation b. Microsegmentation c. Sociocultural clustering d. Acculturation e. Lifestyle segmentation ANS: A This is the definition of geodemographic segmentation. PTS: 1 REF: 127 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 59. In Baton Rouge, Louisiana, everyone who is anybody in society can’t wait to get a copy of 225 magazine. The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play. The editor of 225 magazine is relying on _____ segmentation. a. geodemographic b. graphic c. benefit d. socioeconomic e. income ANS: A Geodemographic segmentation combines geographic, demographic, and lifestyle segmentations. PTS: 1 REF: 127 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 60. Which of the following statements best describes the reason marketers find geodemographic segmentation so effective? a. “A bird in the hand is worth two in the bush.” b. “Every action has an opposite and equal reaction.” “A rifle is more exact than a shotgun.” “Don’t put all of your eggs in one basket.” “Birds of a feather flock together.” c. d. e. ANS: E Geodemographic segmentation is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic, demographic, and lifestyle segmentations. PTS: 1 REF: 127 Thinking KEY: CB&E Model Customer OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Evaluation 61. Kraft Foods plans to tailor different ads for different neighborhoods in the same region. For example, viewers watching a cable show in a Hispanic neighborhood in Chicago would see different ads during the same commercial breaks as non-Hispanics living in a different neighborhood. Kraft’s strategy best exemplifies _____ segmentation. a. sociocultural b. lifestyle c. cluster benefit d. geodemographic e. systematic geographic ANS: D Geodemographic segmentation clusters potential customers into neighborhood lifestyle categories. It combines geographic, demographic, and lifestyle segmentations. PTS: 1 REF: 127 Thinking KEY: CB&E Model Strategy...
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