BUS203: PRINCIPLES OF MARKETING
– SAYLOR ACADEMY EXAM
QUESTIONS AND CORRECT ANSWERS
GRADED A+
Segmentation Bases - ✔✔✔ Correct Answer > criteria to classify buyers, to get
a fuller picture of its customers and create real value for them.
Behavioral segmentation - ✔✔✔ Correct Answer > divides people and
organization into groups according to how they behave with or act toward
products.
demographic segmentation - ✔✔✔ Correct Answer > Segmenting buyers by
personal characteristics such as age, income, ethnicity and nationality,
education, occupation, religion, social class, and family size.
Geographic segmentation - ✔✔✔ Correct Answer > divides the market into
areas based on location and explains why the checkout clerks at stores
sometimes ask for your zip code.
Page 1 of 24
,Geocoding - ✔✔✔ Correct Answer > a process that takes data such as this and
plots it on a map.
Geodemographics - ✔✔✔ Correct Answer > Combining both demographic and
geographic information
Proximity marketing - ✔✔✔ Correct Answer > to segment and target buyers
geographically within a few hundred feet of their businesses using wireless
technology.
Innovators - ✔✔✔ Correct Answer > successful, sophisticated, takecharge
people with high self-esteem. Their lives are characterized by variety. Their
possessions and recreation reflect a cultivated taste for the finer things in life.
Thinkers - ✔✔✔ Correct Answer > motivated by ideals. They are mature,
satisfied, comfortable, and reflective people who value order, knowledge, and
responsibility. They tend to be well educated and actively seek out information
in the decisionmaking process.
Achievers - ✔✔✔ Correct Answer > Motivated by the desire for achievement,
Achievers have goal-oriented lifestyles and a deep commitment to career and
family. Their social lives reflect this focus and are structured around family,
their place of worship, and work.
Page 2 of 24
, Experiencers - ✔✔✔ Correct Answer > motivated by self-expression. As
young, enthusiastic, and impulsive consumers, Experiencers quickly become
enthusiastic about new possibilities but are equally quick to cool.
Believers - ✔✔✔ Correct Answer > motivated by ideals. They are conservative,
conventional people with concrete beliefs based on traditional, established
codes: family, religion, community, and the nation.
Strivers - ✔✔✔ Correct Answer > trendy and fun loving. Because they are
motivated by achievement, Strivers are concerned about the opinions and
approval of others. Money defines success for Strivers, who don't have enough
of it to meet their desires.
Makers - ✔✔✔ Correct Answer > motivated by self-expression. They express
themselves and experience the world by working on it— building a house,
raising children, fixing a car, or canning vegetables—and have enough skill and
energy to carry out their projects successfully.
Survivors - ✔✔✔ Correct Answer > live narrowly focused lives. With few
resources with which to cope, they often believe that the world is changing too
quickly. They are comfortable with the familiar and are primarily concerned
with safety and security.
Because they must focus on meeting needs rather than fulfilling desires,
Survivors do not show a strong primary motivation.
Page 3 of 24
– SAYLOR ACADEMY EXAM
QUESTIONS AND CORRECT ANSWERS
GRADED A+
Segmentation Bases - ✔✔✔ Correct Answer > criteria to classify buyers, to get
a fuller picture of its customers and create real value for them.
Behavioral segmentation - ✔✔✔ Correct Answer > divides people and
organization into groups according to how they behave with or act toward
products.
demographic segmentation - ✔✔✔ Correct Answer > Segmenting buyers by
personal characteristics such as age, income, ethnicity and nationality,
education, occupation, religion, social class, and family size.
Geographic segmentation - ✔✔✔ Correct Answer > divides the market into
areas based on location and explains why the checkout clerks at stores
sometimes ask for your zip code.
Page 1 of 24
,Geocoding - ✔✔✔ Correct Answer > a process that takes data such as this and
plots it on a map.
Geodemographics - ✔✔✔ Correct Answer > Combining both demographic and
geographic information
Proximity marketing - ✔✔✔ Correct Answer > to segment and target buyers
geographically within a few hundred feet of their businesses using wireless
technology.
Innovators - ✔✔✔ Correct Answer > successful, sophisticated, takecharge
people with high self-esteem. Their lives are characterized by variety. Their
possessions and recreation reflect a cultivated taste for the finer things in life.
Thinkers - ✔✔✔ Correct Answer > motivated by ideals. They are mature,
satisfied, comfortable, and reflective people who value order, knowledge, and
responsibility. They tend to be well educated and actively seek out information
in the decisionmaking process.
Achievers - ✔✔✔ Correct Answer > Motivated by the desire for achievement,
Achievers have goal-oriented lifestyles and a deep commitment to career and
family. Their social lives reflect this focus and are structured around family,
their place of worship, and work.
Page 2 of 24
, Experiencers - ✔✔✔ Correct Answer > motivated by self-expression. As
young, enthusiastic, and impulsive consumers, Experiencers quickly become
enthusiastic about new possibilities but are equally quick to cool.
Believers - ✔✔✔ Correct Answer > motivated by ideals. They are conservative,
conventional people with concrete beliefs based on traditional, established
codes: family, religion, community, and the nation.
Strivers - ✔✔✔ Correct Answer > trendy and fun loving. Because they are
motivated by achievement, Strivers are concerned about the opinions and
approval of others. Money defines success for Strivers, who don't have enough
of it to meet their desires.
Makers - ✔✔✔ Correct Answer > motivated by self-expression. They express
themselves and experience the world by working on it— building a house,
raising children, fixing a car, or canning vegetables—and have enough skill and
energy to carry out their projects successfully.
Survivors - ✔✔✔ Correct Answer > live narrowly focused lives. With few
resources with which to cope, they often believe that the world is changing too
quickly. They are comfortable with the familiar and are primarily concerned
with safety and security.
Because they must focus on meeting needs rather than fulfilling desires,
Survivors do not show a strong primary motivation.
Page 3 of 24
