A. decision refers to A. a premeditated selection resulting in a personal action. B. a conscious choice among a set of alternatives that creates the least amount of risk. C. a conscious choice from among two or more alternatives. D. a subconscious selection of the alternative most consistent with one's personal beliefs. E. an unconscious choice selected from a subset of positive alternatives.

When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods surrounding its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, they were gathering __________ data. A. intercept B. secondary C. questionnaire D. observational E. probability

Which of the following statements regarding market segmentation is most accurate? A. Even if a firm finds only one potential market segment, it should take advantage of the target market, no matter what. B. Market segmentation only works for large corporations because small businesses don't have the resources to engage in the process or implement the resulting marketing actions. C. Governments should not attempt market segmentation because there is no need for them to do so. D. If a business firm goes to the effort and expense of segmenting its markets, it expects to increase its sales and profits. E. Market segmentation strategies work less than 25% of the time. However, for the instances that it does work, the benefits more than compensate for previous failures.

Which of the following is NOT a reason to segment a market? A. Segmentation allows for greater satisfaction among customers. B. It could cause an increase in market share or profit. C. All the buyers in the entire market have similar wants and needs. D. There are potential marketing actions to reach the segments. E. There are different wants and needs of buyers in the entire market.

If a company decides to direct its marketing efforts toward the heaviest users of their products, they are using ____________________ segmentation

A. usage rate B. demographic C. geographic D. psychographic E. product

Benefits sought (such as gas mileage, luxury or safety for cars) would be examples of __________ segmentation. A. behavioral B. demographic C. geographic D. psychographic E. product