Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.

16) Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.

A) benefit

B) user status

C) usage rate

D) psychographic

E) occasions

Answer:  C

Diff: 2        Page Ref: 197

Skill:  Concept

Objective:  7-2

17) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________.

A) user status

B) loyalty status

C) store type

D) brand preference

E) usage rate

Answer:  B

Diff: 1        Page Ref: 197

Skill:  Concept

Objective:  7-2

18) By studying its less loyal buyers, a company can detect which brands are most ________ its own.

A) competitive with

B) used with

C) overlooked with

D) similar to

E) complementary to

Answer:  A

Diff: 2        Page Ref: 197

Skill:  Concept

Objective:  7-2

19) Many firms make an effort to identify smaller, better-defined target groups by using ________.

A) differentiation

B) concentrated marketing

C) multiple segmentation bases

D) positioning

E) mass marketing

Answer:  C

Diff: 3        Page Ref: 198

Skill:  Concept

Objective:  7-2

20) Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________.

A) operating characteristics

B) purchasing approaches

C) situational factors

D) personal characteristics

E) brand personalities

Answer:  E

Diff: 3        Page Ref: 198

Skill:  Concept

Objective:  7-2

21) As in consumer segmentation, many marketers believe that ________ and ________ segmentation provide the best basis for segmenting business markets.

A) geographic; demographic

B) user status; user loyalty

C) benefits; buying behavior

D) age and life-cycle; psychographic

E) income; usage rate

Answer:  C

Diff: 2        Page Ref: 199

Skill:  Concept

Objective:  7-2

22) International Drilling Company segments its foreign markets by their overall level of economic development. This firm segments on what basis?

A) political factors

B) legal factors

C) geographic factors

D) economic factors

E) cultural factors

Answer:  D

Diff: 1        Page Ref: 199

AACSB:  Dynamics of the Global Economy

Skill:  Concept

Objective:  7-2

23) Lexus targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________.

A) intermarket segmentation

B) loyalty segmentation

C) life-cycle segmentation

D) targeting segmentation

E) psychographic segmentation

Answer:  A

Diff: 2        Page Ref: 200

AACSB:  Dynamics of the Global Economy

Skill:  Concept

Objective:  7-2

24) Cross-market segmentation is also known as ________.

A) intermarket segmentation

B) international segmentation

C) regional segmentation

D) mass-market segmentation

E) micromarketing

Answer:  A

Diff: 1        Page Ref: 200

AACSB:  Dynamics of the Global Economy

Skill:  Concept

Objective:  7-2

25) When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.

A) measurable

B) accessible

C) substantial

D) actionable

E) observable

Answer:  A

Diff: 2        Page Ref: 200

Skill:  Concept

Objective:  7-2

26) When a business market segment is large or profitable enough to serve, it is termed ________.

A) measurable

B) accessible

C) substantial

D) actionable

E) differentiable

Answer:  C

Diff: 2        Page Ref: 200

Skill:  Concept

Objective:  7-2

27) When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.

A) accessible

B) measurable

C) reachable

D) actionable

E) differentiable

Answer:  D

Diff: 2        Page Ref: 200

Skill:  Concept

Objective:  7-2

28) You have discovered that the segments you are targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. These segments are ________.

A) accessible

B) measurable

C) reachable

D) differentiable

E) observable

Answer:  D

Diff: 2        Page Ref: 200

Skill:  Concept

Objective:  7-2

29) The markets you have chosen to serve in four western states can be effectively reached and served. You would tell the marketing manager that these segments are ________.

A) measurable

B) accessible

C) substantial

D) actionable

E) profitable

Answer:  B

Diff: 2        Page Ref: 200

Skill:  Concept

Objective:  7-2

30) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?

A) segment size

B) segment growth

C) segment structural attractiveness

D) company values

E) company resources

Answer:  D

Diff: 3        Page Ref: 201

Skill:  Concept

Objective:  7-3