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| 1 | |
The concept of shared characteristics is critical to market segmentation. |
| | A) | True |
| | B) | False |
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| 2 | |
The demographics of many populations in international markets are not changing and have not changed for several years. |
| | A) | True |
| | B) | False |
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| 3 | |
Selective demand is emphasized during the growth stage of the product life cycle. |
| | A) | True |
| | B) | False |
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| 4 | |
Sales promotion is used as a tactical adaptation to some external situation such as competitive pressure or changing seasons. |
| | A) | True |
| | B) | False |
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| 5 | |
Purchase occasion, user status, and marketing factor sensitivity are all types of _____ segmentation. |
| | A) | demographic |
| | B) | benefit |
| | C) | behavioristic |
| | D) | geodemographic |
| | E) | psychographic |
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| 6 | |
Due to marketers' use of ______ segmentation, goose-down parkas and wool balaclavas (hats that protect the entire face) are more often sold in the New England states than in Florida. |
| | A) | geographic |
| | B) | demographic |
| | C) | personality |
| | D) | readiness stage |
| | E) | user status |
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| 7 | |
In the United Kingdom, Kellogg's recently targeted 40- and 50-something women to reverse declining sales of its All-Bran cereal. This would be an example of _____ segmentation. |
| | A) | geographic |
| | B) | demographic |
| | C) | personality |
| | D) | readiness stage |
| | E) | user status |
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| 8 | |
The U.S. sports shoe brand New Balance has introduced a new product line. The _____ for the shoes are people over the age of 65, who are not sedentary but who enjoy an active life, and who have a greater-than-average level of discretionary income. |
| | A) | benefit segment |
| | B) | customer group |
| | C) | target market |
| | D) | behaviorisitic segment |
| | E) | opinion leaders |
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| 9 | |
In the United Kingdom, Kellogg's recently targeted 40- and 50-something women to reverse declining sales of its All-Bran cereal. The campaign included support from celebrity endorsers and coupons, which were distributed to selected households to encourage sampling. Kellogg's used: |
| | A) | indirect consumer marketing. |
| | B) | promotion equity. |
| | C) | scrambled promotion. |
| | D) | a push strategy. |
| | E) | a pull strategy. |
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| 10 | |
In the United Kingdom, Kellogg's recently targeted 40- and 50-something women to reverse declining sales of its All-Bran cereal. Kellogg's is trying to create _____ for its All-Bran cereal. |
| | A) | product utility |
| | B) | primary demand |
| | C) | a mental file |
| | D) | an evoked set |
| | E) | selective demand |
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| 11 | |
In the United Kingdom, Kellogg's recently targeted 40- and 50-something women to reverse declining sales of its All-Bran cereal. Which promotional element did Kellogg's use when it distributed coupons to selected households to encourage sampling? |
| | A) | Sales promotion |
| | B) | Direct marketing |
| | C) | Advertising |
| | D) | Personal selling |
| | E) | Collateral material |
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