QUESTION Which type of consumer segmentation is correctly paired with its descriptor? A) geographic segmentation: dividing the market by age, gender, income, and so on B) benefit segmentation: dividing the market by location C) demographic segmentation: dividing the market by frequency of customer usage D) user-rate-segmentation: dividing the market by benefits that people seek in […]
QUESTION Which of the following lists the four Ps of the marketing mix in order of consideration? A) pricing > place > promotion > product B) product > place > pricing > promotion C) product > pricing > place > promotion D) promotion > place > product > pricing E) promotion > product > place […]
QUESTION Makers of dance games made to be played on home television sets have learned that their primary market for this product is girls and young women, so their advertisements target people in this group. This is an example of what kind of consumer marketing segmentation? A) user-rate segmentation B) geographic segmentation C) psychographic segmentation […]
QUESTION Which of the following is NOT one of the four Ps of the marketing mix? A) pricing B) place C) promotion D) packaging E) product ANSWER Answer: D Explanation: D) The marketing mix consists of the four key strategy considerations called the four Ps: product, pricing, place, and promotion strategies. Packaging is not […]
QUESTION Personal image—the look we wish to project—is most closely tied to which market category? A) geographic segmentation B) demographic segmentation C) psychographic segmentation D) benefit segmentation E) user-rate segmentation ANSWER Answer: C Explanation: C) Psychographic segmentation consists of categorizing people according to lifestyle, values, and psychological characteristics, such as frugal versus free spending […]
QUESTION At which stage in the marketing process do concept testing and test marketing come into play? A) conducting research and determining the target market B) the product strategy C) the pricing strategy D) the place strategy E) the promotion strategy ANSWER Answer: B Explanation: B) Concept testing and test marketing come into play […]
QUESTION Hal’s hot dogs have for years been packaged in bunches of 10 dogs. Customers have been complaining that once they open the package, it is too easy to cook more than they need. So Hal has started selling individually wrapped hot dogs in packages of 10. This is an example of what kind of […]
QUESTION Jenna has designed a new line of shampoos and conditioners. She is currently looking into the pros and cons of selling the products at grocery stores and drugstores versus selling at hair salons. Jenna is at what point in the marketing process? A) conducting research and determining the target market B) product strategy C) […]
QUESTION Gender, age, income, education, social class, and ethnicity all fall under what type of consumer segmentation? A) psychographic segmentation B) user-rate segmentation C) benefit segmentation D) geographic segmentation E) demographic segmentation ANSWER Answer: E Explanation: E) Demographic segmentation consists of categorizing consumers according to statistical characteristics of a population, such as gender, age, […]
QUESTION People wear athletic gear for many reasons, and the gear is sold at many department stores. But more emphasis is placed on advertising these products for sale at sporting goods stores than at department stores because more customers buy that type of product at sporting goods stores. This is an example of what kind […]
