DOWNLOAD THE Test Bank for Consumer Behavior 12th Edition Schiffman
Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 2 Market Segmentation and Real-Time Bidding
1) The process of dividing a market into distinct subsets of consumers with common needs or
characteristics is known as .
A) target marketing
B) market segmentation
C) consumer behavior
D) the marketing concept
E) market evaluation
Answer: B
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Reflective thinking
2) Qantas Airlines targets four distinct segments: coach passengers, premium economy, business
and first class, and uses to clearly differentiate between the options targeted at each
segment.
A) positioning
B) behavioral targeting
C) geographic segmentation
D) reverse targeting
E) countersegmentation
Answer: A
Diff: 2
Skill: Application
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Application of knowledge
3) The of a product or service is the process by which a company creates a distinct
image and identity for its products, services, and brands in consumers' minds.
A) segmentation
B) target
C) positioning
D) psychographic inventory
E) concentrated marketing strategy
Answer: C
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Reflective thinking
1
Copyright © 2019 Pearson Education, Inc.
mynursytest.store
,DOWNLOAD THE Test Bank for Consumer Behavior 12th Edition Schiffman
4) Which of the following is NOT one of the characteristics of an effective target?
A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruent with the marketer's objectives and resources
Answer: D
Diff: 1
Skill: Concept
LO: 2.2: To understand how to identify, select, and reach target markets.
AACSB: Reflective thinking
5) A financial firm advertising in the Wall Street Journal should use which database to determine
which geographic areas of the country include substantial numbers of their Business Class
segment?
A) Nielsen MyBestSegments
B) VALS
C) PRIZM
D) Nielsen NetRatings
E) Magazine Readers Index (MRI)
Answer: C
Diff: 3
Skill: Application
LO: 2.2: To understand how to identify, select, and reach target markets.
AACSB: Application of knowledge
6) Consumers' characteristics can be classified as either behavioral or cognitive. In this context,
behavioral data can be determined from direct questioning and categorized by a single objective
measure. Examples of behavioral data include .
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, quantity of product purchased, and gender
E) level of involvement, awareness of product alternatives, and benefits wanted
Answer: D
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Analytical thinking
2
Copyright © 2019 Pearson Education, Inc.
mynursytest.store
,DOWNLOAD THE Test Bank for Consumer Behavior 12th Edition Schiffman
7) Consumers' characteristics can be classed as either behavioral or cognitive. In this context,
cognitive factors are abstract, can be determined only through more complex psychological and
attitudinal questioning, and generally have no single, universal definitions. Examples of
cognitive factors include .
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and education
C) personality traits, lifestyles, and gender
D) education, usage situation, and social class
E) cultural values, personality traits, and benefits sought
Answer: E
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Analytical thinking
8) Consumers' characteristics can be classed as either consumer-intrinsic or consumption-
specific. In this context, consumer-intrinsic features stem from the consumer's physical, social,
and psychological characteristics. Examples of consumer-intrinsic features include .
A) demographics, gender, and benefits sought
B) usage rate, level of involvement, and psychographics
C) personality traits, cultural values, and income
D) education, consumption-specific attitudes, and social class
E) attitudes regarding shopping, awareness of product alternatives, and benefits wanted
Answer: C
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Analytical thinking
9) Consumers' characteristics can be classed as either consumer-intrinsic or consumption-
specific. In this context, consumption-specific features are attitudes and preferences toward
specific products or buying situations. Examples of consumption-specific features include
.
A) demographics, gender, and benefits sought
B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities
C) personality traits, lifestyles, and income
D) education, usage situation, and gender
E) personality traits, awareness of product alternatives, and attitudes toward political issues
Answer: B
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Analytical thinking
3
Copyright © 2019 Pearson Education, Inc.
mynursytest.store
, DOWNLOAD THE Test Bank for Consumer Behavior 12th Edition Schiffman
10) In reference to consumer characteristics, can be determined from direct
questioning or observation and categorized by a simple objective measure, whereas
are abstract and can be determined only through more complex psychological and attitudinal
questioning.
A) consumption-based features; consumer-intrinsic features
B) behavioral data; cognitive data
C) product-specific features; consumption-based features
D) cognitive data; behavioral data
E) consumer-intrinsic features; consumption-based features
Answer: B
Diff: 2
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Reflective thinking
11) Another term for psychographic characteristics is .
A) age
B) lifestyles
C) benefits sought
D) use-situation factors
E) use-related factors
Answer: B
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Reflective thinking
12) Age, gender, and income are bases of which of the following types of segmentation?
A) geographic segmentation
B) sociocultural segmentation
C) benefit segmentation
D) demographic segmentation
E) psychological segmentation
Answer: D
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Reflective thinking
4
Copyright © 2019 Pearson Education, Inc.
mynursytest.store
Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 2 Market Segmentation and Real-Time Bidding
1) The process of dividing a market into distinct subsets of consumers with common needs or
characteristics is known as .
A) target marketing
B) market segmentation
C) consumer behavior
D) the marketing concept
E) market evaluation
Answer: B
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Reflective thinking
2) Qantas Airlines targets four distinct segments: coach passengers, premium economy, business
and first class, and uses to clearly differentiate between the options targeted at each
segment.
A) positioning
B) behavioral targeting
C) geographic segmentation
D) reverse targeting
E) countersegmentation
Answer: A
Diff: 2
Skill: Application
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Application of knowledge
3) The of a product or service is the process by which a company creates a distinct
image and identity for its products, services, and brands in consumers' minds.
A) segmentation
B) target
C) positioning
D) psychographic inventory
E) concentrated marketing strategy
Answer: C
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Reflective thinking
1
Copyright © 2019 Pearson Education, Inc.
mynursytest.store
,DOWNLOAD THE Test Bank for Consumer Behavior 12th Edition Schiffman
4) Which of the following is NOT one of the characteristics of an effective target?
A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruent with the marketer's objectives and resources
Answer: D
Diff: 1
Skill: Concept
LO: 2.2: To understand how to identify, select, and reach target markets.
AACSB: Reflective thinking
5) A financial firm advertising in the Wall Street Journal should use which database to determine
which geographic areas of the country include substantial numbers of their Business Class
segment?
A) Nielsen MyBestSegments
B) VALS
C) PRIZM
D) Nielsen NetRatings
E) Magazine Readers Index (MRI)
Answer: C
Diff: 3
Skill: Application
LO: 2.2: To understand how to identify, select, and reach target markets.
AACSB: Application of knowledge
6) Consumers' characteristics can be classified as either behavioral or cognitive. In this context,
behavioral data can be determined from direct questioning and categorized by a single objective
measure. Examples of behavioral data include .
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, quantity of product purchased, and gender
E) level of involvement, awareness of product alternatives, and benefits wanted
Answer: D
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Analytical thinking
2
Copyright © 2019 Pearson Education, Inc.
mynursytest.store
,DOWNLOAD THE Test Bank for Consumer Behavior 12th Edition Schiffman
7) Consumers' characteristics can be classed as either behavioral or cognitive. In this context,
cognitive factors are abstract, can be determined only through more complex psychological and
attitudinal questioning, and generally have no single, universal definitions. Examples of
cognitive factors include .
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and education
C) personality traits, lifestyles, and gender
D) education, usage situation, and social class
E) cultural values, personality traits, and benefits sought
Answer: E
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Analytical thinking
8) Consumers' characteristics can be classed as either consumer-intrinsic or consumption-
specific. In this context, consumer-intrinsic features stem from the consumer's physical, social,
and psychological characteristics. Examples of consumer-intrinsic features include .
A) demographics, gender, and benefits sought
B) usage rate, level of involvement, and psychographics
C) personality traits, cultural values, and income
D) education, consumption-specific attitudes, and social class
E) attitudes regarding shopping, awareness of product alternatives, and benefits wanted
Answer: C
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Analytical thinking
9) Consumers' characteristics can be classed as either consumer-intrinsic or consumption-
specific. In this context, consumption-specific features are attitudes and preferences toward
specific products or buying situations. Examples of consumption-specific features include
.
A) demographics, gender, and benefits sought
B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities
C) personality traits, lifestyles, and income
D) education, usage situation, and gender
E) personality traits, awareness of product alternatives, and attitudes toward political issues
Answer: B
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Analytical thinking
3
Copyright © 2019 Pearson Education, Inc.
mynursytest.store
, DOWNLOAD THE Test Bank for Consumer Behavior 12th Edition Schiffman
10) In reference to consumer characteristics, can be determined from direct
questioning or observation and categorized by a simple objective measure, whereas
are abstract and can be determined only through more complex psychological and attitudinal
questioning.
A) consumption-based features; consumer-intrinsic features
B) behavioral data; cognitive data
C) product-specific features; consumption-based features
D) cognitive data; behavioral data
E) consumer-intrinsic features; consumption-based features
Answer: B
Diff: 2
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Reflective thinking
11) Another term for psychographic characteristics is .
A) age
B) lifestyles
C) benefits sought
D) use-situation factors
E) use-related factors
Answer: B
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Reflective thinking
12) Age, gender, and income are bases of which of the following types of segmentation?
A) geographic segmentation
B) sociocultural segmentation
C) benefit segmentation
D) demographic segmentation
E) psychological segmentation
Answer: D
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product
benefits and usage, and media exposure.
AACSB: Reflective thinking
4
Copyright © 2019 Pearson Education, Inc.
mynursytest.store
