1.The marketer uses segmentation variables to divide a market into segments. All of the following statements are true about segmentation variables except:

		The variables should be related to the customers uses of the product being marketed.
		The variables must be measurable.
		The variables should be based solely on demographic characteristics.
		The variables should be related to the customers needs relative to the product being marketed.
		The variables should be related to the customers behavior relative to the product being marketed.

2. Henry Ford's strategy was to mass produce cars in order to lower their costs, and hence more people could afford to buy them. He said that customers could order any color of car they liked, as long as it was black. This business philosophy is characteristic of which era?

		Production era
		Selling era
		Marketing era
		Relationship era

3. While at Wal-Mart, Joe bought a tube of Crest minty-gel toothpaste. Joe did not consider any of the other brands of toothpaste on the shelves (such as those with extra whitening, mouth wash, etc.). Joe's purchase is an example of:

		Extensive problem solving
		Limited problem solving
		Routine problem solving
		Selective problem solving

4. Manufacturers of portable GPS units know that when demand for new automobiles increases (decreases) demand for their products also increase (decrease). This is an example of:

		Business demand
		Inelastic demand
		Joint demand
		Market demand

5. Which of the following are the two basic steps in Marketing?

		Choose a market segment, and then develop a marketing mix.
		Mass produce a product, and then find a way to market that product.
		Develop a marketing mix, and then analyze the competition.
		Segment the market, and then produce the product.