Marketing Final Exam

Variables have been used to define the market for

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Unformatted text preview: ifestyle b. Usage rate c. Benefit d. Age e. Gender ANS: E Gender is a demographic variable, but benefit and lifestyle are not. PTS: 1 REF: 125 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 41. Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home. It is an advice book for new fathers. What demographic variables have been used to define the market for this book? a. Benefit desired and lifestyle b. Gender and family life cycle stage c. Age, gender, and personality d. Benefit desired and gender e. Usage-rate and lifestyle ANS: B Benefit desired, personality, and lifestyle are not demographic variables. PTS: 1 REF: 125-126 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 42. Coca-Cola launched a new Black History television commercial on BET to coincide with the Martin Luther King Jr. holiday. The ad is just one element of a strategy for connecting with African American consumers. Coca-Cola’s segmentation plan for this promotional campaign is based on _____ segmentation. a. demographic b. sociocultural attributes c. psychographic d. usage rate e. geodemographic ANS: A Ethnicity is a demographic variable for segmentation. PTS: 1 REF: 126 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 43. Johnson Publishing Company, the world’s largest African American–owned publishing company and home of Ebony magazine, has forged an alliance with Dan River, Inc. to create luxury bed and bath products for the newly developed Ebony Home brand. This brand will use the strong relationship the publisher has with the African American market to sell the brand. What form of demographic segmentation will be used to market the Ebony Home brand? a. Geographic b. Income c. Ethnic d. Benefit e. Lifestyle ANS: C In this case, ethnicity would be the demographic variable. PTS: 1 REF: 126 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 44. In Miami, several radio stations broadcast in Spanish and play Latin music for the Hispanic people living in South Florida. The radio stations are using _____ segmentation. a. usage rate b. ethnic c. socioeconomic d. geographic e. gender ANS: B In this case, ethnicity would be the demographic variable. PTS: 1 REF: 126 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 45. Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many young women consult this magazine as they plan their special day. The segmentation base used to define the publication’s target market is based on _____ variables. a. geodemographic b. geographic c. family life cycle d. lifestyle e. psychographic ANS: C The publication targets a market segment of consumers in a particular family life cycle stage. PTS: 1 REF: 126-127 Thinking KEY: CB&E Model Stra...
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This document was uploaded on 09/29/2013.

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