Chapter 07 Segmentation Targeting and Positioning
Key
1. Which of the following holds true for geographic segmentation?
(p. 215)
A. It refers to the segmentation of consumers based on the worth they get from
products or services.
B. It refers to the segmentation of consumers based on where
they live.
C. It refers to the segmentation of consumers on the basis of how consumers
describe themselves.
D. It refers to the strategy of investing in retention and initiatives to retain the
firm's most profitable customers.
E. It refers to the segmentation of consumers based on easily measured, objective
characteristics such as age, gender, income, and education.
Blooms: Knowledge
Chapter - Chapter 07 #1
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
2. A chainsaw company markets its products only in areas with forests. This is an
(p. 215) example of:
A. geographic
segmentation.
B. benefit
segmentation.
C. demographic
segmentation.
D. loyalty
segmentation.
E. psychographic
segmentation.
Blooms: Comprehension
Chapter - Chapter 07 #2
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
,3. A juice packaging company develops packaged juices for the Canadian market,
(p. 215) each targeted to a specific region. This is an example of:
A. geographic
segmentation.
B. benefit
segmentation.
C. demographic
segmentation.
D. occasion
segmentation.
E. psychographic
segmentation.
Blooms: Application
Chapter - Chapter 07 #3
Difficulty: Difficult
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
4. A company develops a variety of exotic breads targeted at suburban areas where
(p. 215) large families reside and the demand for easy breakfast options is high. This is an
example of:
A. geographic
segmentation.
B. behavioural
segmentation.
C. demographic
segmentation.
D. geodemographic
segmentation.
E. psychographic
segmentation.
Blooms: Application
Chapter - Chapter 07 #4
Difficulty: Difficult
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
,5. Tommy's Own introduces snacks with different flavours for Asia and Europe. This is
(p. 215) an example of:
A. geographic
segmentation.
B. benefit
segmentation.
C. demographic
segmentation.
D. loyalty
segmentation.
E. psychographic
segmentation.
Blooms: Comprehension
Chapter - Chapter 07 #5
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
6. A company, which has a clothing line, launches a marketing campaign that
(p. 216) features Hollywood stars and well-known sports personalities. These individuals
are those with whom consumers might want to identify. This is an example of:
A. geographic
segmentation.
B. benefit
segmentation.
C. demographic
segmentation.
D. loyalty
segmentation.
E. psychographic
segmentation.
Blooms: Comprehension
Chapter - Chapter 07 #6
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
, 7. A company that sells bags launches a category of bags featuring children's
(p. 216) favourite cartoon characters. It also launches a line of stylish travel bags for
adults. This is an example of:
A. geographic
segmentation.
B. benefit
segmentation.
C. demographic
segmentation.
D. occasion
segmentation.
E. psychographic
segmentation.
Blooms: Application
Chapter - Chapter 07 #7
Difficulty: Difficult
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
8. Which of the following holds true for demographic segmentation?
(p. 216)
A. It refers to the segmentation of consumers based on the worth they get from
products or services.
B. It refers to the segmentation of consumers based on where
they live.
C. It refers to the segmentation of consumers based on how consumers describe
themselves.
D. It refers to the strategy of investing in retention and initiatives to retain the
firm's most profitable customers.
E. It refers to the segmentation of consumers on the basis of easily measured,
objective characteristics such as age, gender, income, and education.
Blooms: Knowledge
Chapter - Chapter 07 #8
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
Key
1. Which of the following holds true for geographic segmentation?
(p. 215)
A. It refers to the segmentation of consumers based on the worth they get from
products or services.
B. It refers to the segmentation of consumers based on where
they live.
C. It refers to the segmentation of consumers on the basis of how consumers
describe themselves.
D. It refers to the strategy of investing in retention and initiatives to retain the
firm's most profitable customers.
E. It refers to the segmentation of consumers based on easily measured, objective
characteristics such as age, gender, income, and education.
Blooms: Knowledge
Chapter - Chapter 07 #1
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
2. A chainsaw company markets its products only in areas with forests. This is an
(p. 215) example of:
A. geographic
segmentation.
B. benefit
segmentation.
C. demographic
segmentation.
D. loyalty
segmentation.
E. psychographic
segmentation.
Blooms: Comprehension
Chapter - Chapter 07 #2
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
,3. A juice packaging company develops packaged juices for the Canadian market,
(p. 215) each targeted to a specific region. This is an example of:
A. geographic
segmentation.
B. benefit
segmentation.
C. demographic
segmentation.
D. occasion
segmentation.
E. psychographic
segmentation.
Blooms: Application
Chapter - Chapter 07 #3
Difficulty: Difficult
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
4. A company develops a variety of exotic breads targeted at suburban areas where
(p. 215) large families reside and the demand for easy breakfast options is high. This is an
example of:
A. geographic
segmentation.
B. behavioural
segmentation.
C. demographic
segmentation.
D. geodemographic
segmentation.
E. psychographic
segmentation.
Blooms: Application
Chapter - Chapter 07 #4
Difficulty: Difficult
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
,5. Tommy's Own introduces snacks with different flavours for Asia and Europe. This is
(p. 215) an example of:
A. geographic
segmentation.
B. benefit
segmentation.
C. demographic
segmentation.
D. loyalty
segmentation.
E. psychographic
segmentation.
Blooms: Comprehension
Chapter - Chapter 07 #5
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
6. A company, which has a clothing line, launches a marketing campaign that
(p. 216) features Hollywood stars and well-known sports personalities. These individuals
are those with whom consumers might want to identify. This is an example of:
A. geographic
segmentation.
B. benefit
segmentation.
C. demographic
segmentation.
D. loyalty
segmentation.
E. psychographic
segmentation.
Blooms: Comprehension
Chapter - Chapter 07 #6
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
, 7. A company that sells bags launches a category of bags featuring children's
(p. 216) favourite cartoon characters. It also launches a line of stylish travel bags for
adults. This is an example of:
A. geographic
segmentation.
B. benefit
segmentation.
C. demographic
segmentation.
D. occasion
segmentation.
E. psychographic
segmentation.
Blooms: Application
Chapter - Chapter 07 #7
Difficulty: Difficult
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
8. Which of the following holds true for demographic segmentation?
(p. 216)
A. It refers to the segmentation of consumers based on the worth they get from
products or services.
B. It refers to the segmentation of consumers based on where
they live.
C. It refers to the segmentation of consumers based on how consumers describe
themselves.
D. It refers to the strategy of investing in retention and initiatives to retain the
firm's most profitable customers.
E. It refers to the segmentation of consumers on the basis of easily measured,
objective characteristics such as age, gender, income, and education.
Blooms: Knowledge
Chapter - Chapter 07 #8
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Describe the bases marketers use to segment a market
