MKT 372 COMPREHENSIVE ANSWERS AND
QUESTIONS SET A+
✔✔Many professional sports teams have started targeting ads to females because
women:
A) now watch sports as often as men
B) influence the spending habits of men
C) are now the primary fan of most sports
D) have increased earning power - ✔✔B) influence the spending habits of men
✔✔The marketing director of the Houston Astros baseball team has developed an
advertising campaign targeted at females. This is an example of the demographic
segmentation variable of:
A) gender
B) age
C) income
D) ethnicity - ✔✔A) gender
✔✔Travel agencies have started advertising unique women-only getaways because
research:
A) shows that many women are planning a girls-only getaway in the future
B) indicates that women influence a large percentage of the spending habits of males
C) indicates that women are willing to spend more money on a vacation than men
D) suggests that women and children are the primary influencers in a vacation
destination spot - ✔✔A) shows that many women are planning a girls-only getaway in
the future
✔✔If a company chooses to focus marketing efforts on children, which demographic
variable is being used to segment the market?
A) gender
B) age
C) generations
D) benefits - ✔✔B) age
,✔✔The marketing leaders of the New Orleans Saints football team developed an
advertising campaign targeted at teenagers. This is an example of the demographic
segmentation variable of:
A) gender
B) age
C) income
D) ethnicity - ✔✔B) age
✔✔A commercial showing the luxury and quality of a Lexus is based on:
A) geographic segmentation
B) income segmentation
C) ethnic segmentation
D) geodemographic segmentation - ✔✔B) income segmentation
✔✔African Americans, Hispanics, and Asian American ethnic groups tend to:
A) be less brand loyal than Asian Americans
B) put less value on quality than Caucasians
C) be more brand loyal than Caucasians
D) be primarily concerned with price - ✔✔C) be more brand loyal than caucasians
✔✔Attitudes, interests, and opinions are reflected in:
A) demographic market segments
B) geographic market segments
C) psychographic market segments
D) product differentiation programs - ✔✔C) psychographic market segments
✔✔Males who buy items because they reflect "masculinity" may be targeted using
which segmentation approach?
A) geographic
B) psychographic
C) generational
D) product use - ✔✔B) psychographic
✔✔The VALS typology is based on which type of segmentation?
A) demographic
B) psychographic
C) generations
D) geodemographic - ✔✔B) psychographic
✔✔Marketing to individuals who are successful, sophisticated, receptive to new
technologies, enjoy sports, and are liberal in their political views is an example of which
type of segmentation?
A) demographic
B) psychographic
, C) generations
D) geodemographic - ✔✔B) psychographic
✔✔Which method of segmenting markets is based on the idea that people experience
significant external events during their late adolescence and early adulthood that impact
their social values, attitudes, and preferences?
A) demographic
B) psychographic
C) generations
D) geodemographics - ✔✔C) generations
✔✔When Skechers targets California with a special advertising and promotional
campaign, which type of segmentation is being used?
A) psychographics
B) demographics
C) geographic area
D) geodemographics - ✔✔C) geographic area
✔✔Targeting Northern states in the United States for sales of snow skis is an example
of which type of segmentation?
A) demographic
B) geographic
C) benefit
D) geodemographic - ✔✔B) geographic
✔✔Geodemographics:
A) combines census data with psychographic data
B) segments populations by generations
C) is a form of global marketing
D) groups consumers by region - ✔✔A) Combines census data with psychographic data
✔✔Geodemographic segmentation combines all of the following, except:
A) census demographic information
B) geographic information
C) product usage information
D) psychographic information - ✔✔C) product usage information
✔✔If a company sends direct mail to only the zip codes of communities that match the
firm's best customer profiles, it is using which type of segmentation?
A) demographic
B) psychographic
C) geographic
D) geodemographic - ✔✔D) geodemographic
QUESTIONS SET A+
✔✔Many professional sports teams have started targeting ads to females because
women:
A) now watch sports as often as men
B) influence the spending habits of men
C) are now the primary fan of most sports
D) have increased earning power - ✔✔B) influence the spending habits of men
✔✔The marketing director of the Houston Astros baseball team has developed an
advertising campaign targeted at females. This is an example of the demographic
segmentation variable of:
A) gender
B) age
C) income
D) ethnicity - ✔✔A) gender
✔✔Travel agencies have started advertising unique women-only getaways because
research:
A) shows that many women are planning a girls-only getaway in the future
B) indicates that women influence a large percentage of the spending habits of males
C) indicates that women are willing to spend more money on a vacation than men
D) suggests that women and children are the primary influencers in a vacation
destination spot - ✔✔A) shows that many women are planning a girls-only getaway in
the future
✔✔If a company chooses to focus marketing efforts on children, which demographic
variable is being used to segment the market?
A) gender
B) age
C) generations
D) benefits - ✔✔B) age
,✔✔The marketing leaders of the New Orleans Saints football team developed an
advertising campaign targeted at teenagers. This is an example of the demographic
segmentation variable of:
A) gender
B) age
C) income
D) ethnicity - ✔✔B) age
✔✔A commercial showing the luxury and quality of a Lexus is based on:
A) geographic segmentation
B) income segmentation
C) ethnic segmentation
D) geodemographic segmentation - ✔✔B) income segmentation
✔✔African Americans, Hispanics, and Asian American ethnic groups tend to:
A) be less brand loyal than Asian Americans
B) put less value on quality than Caucasians
C) be more brand loyal than Caucasians
D) be primarily concerned with price - ✔✔C) be more brand loyal than caucasians
✔✔Attitudes, interests, and opinions are reflected in:
A) demographic market segments
B) geographic market segments
C) psychographic market segments
D) product differentiation programs - ✔✔C) psychographic market segments
✔✔Males who buy items because they reflect "masculinity" may be targeted using
which segmentation approach?
A) geographic
B) psychographic
C) generational
D) product use - ✔✔B) psychographic
✔✔The VALS typology is based on which type of segmentation?
A) demographic
B) psychographic
C) generations
D) geodemographic - ✔✔B) psychographic
✔✔Marketing to individuals who are successful, sophisticated, receptive to new
technologies, enjoy sports, and are liberal in their political views is an example of which
type of segmentation?
A) demographic
B) psychographic
, C) generations
D) geodemographic - ✔✔B) psychographic
✔✔Which method of segmenting markets is based on the idea that people experience
significant external events during their late adolescence and early adulthood that impact
their social values, attitudes, and preferences?
A) demographic
B) psychographic
C) generations
D) geodemographics - ✔✔C) generations
✔✔When Skechers targets California with a special advertising and promotional
campaign, which type of segmentation is being used?
A) psychographics
B) demographics
C) geographic area
D) geodemographics - ✔✔C) geographic area
✔✔Targeting Northern states in the United States for sales of snow skis is an example
of which type of segmentation?
A) demographic
B) geographic
C) benefit
D) geodemographic - ✔✔B) geographic
✔✔Geodemographics:
A) combines census data with psychographic data
B) segments populations by generations
C) is a form of global marketing
D) groups consumers by region - ✔✔A) Combines census data with psychographic data
✔✔Geodemographic segmentation combines all of the following, except:
A) census demographic information
B) geographic information
C) product usage information
D) psychographic information - ✔✔C) product usage information
✔✔If a company sends direct mail to only the zip codes of communities that match the
firm's best customer profiles, it is using which type of segmentation?
A) demographic
B) psychographic
C) geographic
D) geodemographic - ✔✔D) geodemographic
