A positioning map is:

-used solely with benefit segmentation and includes an assessment of lifestyle choices based on activities, interests, and opinions.

-constructed by surveying customers about various product attributes and developing a graph indicating the relative position of competitors.

-implemented when marketers want to differentiate between the Young Digerati, Cosmopolitans, and American dreams.

-an indication of the number of Experiencers and Strivers within a geographic area based on PRIZM analysis.

Which of the following is the primary reason for studying consumer and organizational buyer behavior?

-To understand employees' relationships with their organization

-To provide bases for effective market segmentation

-To determine an organization's distinctive competencies

-To determine the effectiveness of an organization's marketing department

An entrepreneur has developed a self-service soda-bottling machine. Customers can fill their own plastic soda bottles with 18 regular and diet flavors. In order to decide where to locate the machines, the entrepreneur conducts research to study the market and groups people into segments based on the research findings. This is an example of the _____ segmentation approach.

-a priori

-psychographic

-mass market

-post hoc

A company is entering the deodorant market. Its marketing manager decides that the market should be divided on the basis of whether the consumers are nonusers, light users, or heavy users of deodorants. Which of the following approaches to segmentation is the company using?

-A priori segmentation

-A posteriori segmentation

-Post hoc segmentation

-Empirical segmentation

The group or market segment that a company selects to market to is called a _____.

-customer profile

-differentiated market

-business group

-target market

World Explorer Cruises advertises that it sells "Cruises for your mind, body, and soul. Even better, it comes in a pint-sized budget!" What kind of segmentation is the cruise line using?

-Demographic segmentation

-Geographic segmentation

-Benefit segmentation

-Mass market segmentation

Altron Herbals is trying to market a new sunscreen lotion. In order to identify their target market segment, they have prepared a questionnaire that asks potential consumers about their lifestyles, especially their activities, interests, and opinions. Based on their answers, the consumers will be grouped into separate categories. Which of the following market segmentation approaches has Altron used in this scenario?

-Geographic segmentation

-A priori segmentation

-Psychographic segmentation

-Social segmentation

The process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) for the firm to serve is called _____.

-marketing communication

-market segmentation

-test marketing

-mass marketing

Which of the following segmentation bases of consumer markets includes income?

-Psychographic

-Geographic

-Demographic The demographic segmentation base includes factors such as age, gender, family size, income, education, and marital status.

-Behavior

Which of the following constitutes a viable market segment?

-A group of products and services that can be mass marketed profitably by a firm

-A particular group of consumers of a single item who can be served profitably by a firm

-A particular group of consumers who have varying preferences for products and services

-A group of consumers with needs that can be seldom met by a single product item offered by a firm