MKT 372 EVALUATION TEST ANSWERS AND
QUESTIONS SET A+
✔✔Targeting people who wish to improve their sex lives using herbs and supplements
is an example of which type of segmentation?
A) demographic
B) geographic
C) benefit
D) geodemographic - ✔✔C) benefit
✔✔A firm that has a database containing consumer purchasing histories and uses the
information to create market segments is using:
A) demographic segmentation
B) psychographic segmentation
C) benefit segmentation
D) usage segmentation - ✔✔D) usage segmentation
✔✔In terms of market segmentation, the usage segmentation approach offers each of
the following advantages, except:
A) a meaningful classification scheme based on the actual behavior of customers
B) ability to reduce a large volume of customer data to a few, concise clusters
C) ability to measure the growth of each cluster and the migration of customers from
one cluster to another
D) ability to compare a firm's customers with customers from competing firms - ✔✔D)
ability to compare a firm's customers with customers from competing firms
✔✔The following are methods of segmenting business-to-business markets, except:
A) psychographics
B) NAICS/SIC code
C) geographic location
D) size of business - ✔✔A) psychographics
✔✔The following are methods of segmenting business-to-business markets, except:
A) product usage
,B) psychographics
C) geographic location
D) customer value - ✔✔B) psychographics
✔✔The most common method of segmenting business markets by industry is to use:
A) the NAICS code system
B) geographic location
C) business characteristics
D) customer value measures - ✔✔A) the NAICS code system
✔✔The NAICS/SIC code program is used in which type of business-to-business
segmentation?
A) industry
B) company size
C) geographic
D) benefit - ✔✔A) industry
✔✔If Microsoft's marketing team wanted to use a different communications approach
when designing mailings for various business industries, they could utilize:
A) the NAICS code
B) demographics
C) competitive analysis
D) opportunity analysis - ✔✔A) the NAICS code
✔✔A food producer that distinguishes between individually owned grocery stores and
major retailers such as Target, the segmentation approach being used is:
A) industry
B) size
C) geographic
D) usage - ✔✔B) size
✔✔Using segmentation by size, which type of organization would be most likely to be
contacted by e-mail or outbound telemarketing?
A) small size
B) medium size
C) large size
D) governmental - ✔✔A) small size
✔✔Using segmentation by size, which type of organization would be most likely to be
contacted by a field sales person visiting the organization's place of business?
A) small size
B) medium size
C) large size
D) governmental - ✔✔C) large size
, ✔✔Applied Microbiology used which method to segment the business market by
combining geographic area data for dairy farmers with demographic and psychographic
information?
A) product usage
B) NAICS/SIC code
C) geodemographics
D) size of business - ✔✔C) geodemographics
✔✔Marketing to companies that use the same good or service, but in different ways is
segmentation based on:
A) the NAICS code
B) demographics
C) geographic location
D) product usage - ✔✔D) product usage
✔✔When the Edgewater Hotel & Resort develops a marketing campaign aimed to
attract business customers, institutions, and organizations that need a location to hold 2
to 4 day conferences, the type of segmentation approach being used was:
A) demographics
B) product usage
C) type of business
D) customer value - ✔✔B) product usage
✔✔When Reynolds Protection Agency sells the same service to three different types of
organizations, the segmentation approach being used is:
A) industry
B) size
C) geographic
D) usage - ✔✔D) usage
✔✔When a company sorts prospects into those with the lowest, medium, and highest
profit potential, the segmentation approach being used is:
A) industry
B) size
C) usage
D) customer value - ✔✔D) customer value
✔✔An auto parts supplier divides repair shops into those with the lowest, medium, and
highest potential levels of sales and profits, which means the segmentation approach
being used is:
A) industry
B) geographic
C) customer value
D) usage - ✔✔C)
QUESTIONS SET A+
✔✔Targeting people who wish to improve their sex lives using herbs and supplements
is an example of which type of segmentation?
A) demographic
B) geographic
C) benefit
D) geodemographic - ✔✔C) benefit
✔✔A firm that has a database containing consumer purchasing histories and uses the
information to create market segments is using:
A) demographic segmentation
B) psychographic segmentation
C) benefit segmentation
D) usage segmentation - ✔✔D) usage segmentation
✔✔In terms of market segmentation, the usage segmentation approach offers each of
the following advantages, except:
A) a meaningful classification scheme based on the actual behavior of customers
B) ability to reduce a large volume of customer data to a few, concise clusters
C) ability to measure the growth of each cluster and the migration of customers from
one cluster to another
D) ability to compare a firm's customers with customers from competing firms - ✔✔D)
ability to compare a firm's customers with customers from competing firms
✔✔The following are methods of segmenting business-to-business markets, except:
A) psychographics
B) NAICS/SIC code
C) geographic location
D) size of business - ✔✔A) psychographics
✔✔The following are methods of segmenting business-to-business markets, except:
A) product usage
,B) psychographics
C) geographic location
D) customer value - ✔✔B) psychographics
✔✔The most common method of segmenting business markets by industry is to use:
A) the NAICS code system
B) geographic location
C) business characteristics
D) customer value measures - ✔✔A) the NAICS code system
✔✔The NAICS/SIC code program is used in which type of business-to-business
segmentation?
A) industry
B) company size
C) geographic
D) benefit - ✔✔A) industry
✔✔If Microsoft's marketing team wanted to use a different communications approach
when designing mailings for various business industries, they could utilize:
A) the NAICS code
B) demographics
C) competitive analysis
D) opportunity analysis - ✔✔A) the NAICS code
✔✔A food producer that distinguishes between individually owned grocery stores and
major retailers such as Target, the segmentation approach being used is:
A) industry
B) size
C) geographic
D) usage - ✔✔B) size
✔✔Using segmentation by size, which type of organization would be most likely to be
contacted by e-mail or outbound telemarketing?
A) small size
B) medium size
C) large size
D) governmental - ✔✔A) small size
✔✔Using segmentation by size, which type of organization would be most likely to be
contacted by a field sales person visiting the organization's place of business?
A) small size
B) medium size
C) large size
D) governmental - ✔✔C) large size
, ✔✔Applied Microbiology used which method to segment the business market by
combining geographic area data for dairy farmers with demographic and psychographic
information?
A) product usage
B) NAICS/SIC code
C) geodemographics
D) size of business - ✔✔C) geodemographics
✔✔Marketing to companies that use the same good or service, but in different ways is
segmentation based on:
A) the NAICS code
B) demographics
C) geographic location
D) product usage - ✔✔D) product usage
✔✔When the Edgewater Hotel & Resort develops a marketing campaign aimed to
attract business customers, institutions, and organizations that need a location to hold 2
to 4 day conferences, the type of segmentation approach being used was:
A) demographics
B) product usage
C) type of business
D) customer value - ✔✔B) product usage
✔✔When Reynolds Protection Agency sells the same service to three different types of
organizations, the segmentation approach being used is:
A) industry
B) size
C) geographic
D) usage - ✔✔D) usage
✔✔When a company sorts prospects into those with the lowest, medium, and highest
profit potential, the segmentation approach being used is:
A) industry
B) size
C) usage
D) customer value - ✔✔D) customer value
✔✔An auto parts supplier divides repair shops into those with the lowest, medium, and
highest potential levels of sales and profits, which means the segmentation approach
being used is:
A) industry
B) geographic
C) customer value
D) usage - ✔✔C)
