MAR 3023
Question 1
Which of the following approaches to market segmentation ignores the impact of changes in the environment, customers, and competitors?
"That's the way we've always done it."
"That's the way the data are available."
"That's that way we can afford to do it."
"That's the way we're organized."
2 points
Question 2
The firm can approach the market segmentation process from two different directions: _____________ or _____________.
customer needs first or candidate descriptor variables first
competitor analysis first or customer needs first
candidate descriptor variables first or competitor analysis first
internal resources first or external resources first
2 points
Question 3
A proper market segmentation perspective assumes _______________ of needs and wants for all product categories.
homogeneity
heterogeneity
cultural bias
factor similarities
2 points
Question 4
The many methodological approaches to forming market segments fall into two main categories, which are ______________ and ______________.
qualitative and quantitative
qualitative and judgmental
quantitative and data-crunching
intuitive and qualitative
2 points
Question 5
Which of the following is NOT an example of a consumer's demographic variable?
Age
Language
Social class
Nationality
2 points
Question 6
According to Roper Starch Worldwide, which of the following global consumer segments place more emphasis on material and professional goals than other groups?
Strivers
Devouts
Altruists
Intimates
2 points
Question 7
All of the following are examples of social/psychological variables EXCEPT:
Interests
Opinions
2 points
Question 8
Firms experienced in
Which of the following approaches to market segmentation ignores the impact of changes in the environment, customers, and competitors?
"That's the way we've always done it."
"That's the way the data are available."
"That's that way we can afford to do it."
"That's the way we're organized."
2 points
Question 2
The firm can approach the market segmentation process from two different directions: _____________ or _____________.
customer needs first or candidate descriptor variables first
competitor analysis first or customer needs first
candidate descriptor variables first or competitor analysis first
internal resources first or external resources first
2 points
Question 3
A proper market segmentation perspective assumes _______________ of needs and wants for all product categories.
homogeneity
heterogeneity
cultural bias
factor similarities
2 points
Question 4
The many methodological approaches to forming market segments fall into two main categories, which are ______________ and ______________.
qualitative and quantitative
qualitative and judgmental
quantitative and data-crunching
intuitive and qualitative
2 points
Question 5
Which of the following is NOT an example of a consumer's demographic variable?
Age
Language
Social class
Nationality
2 points
Question 6
According to Roper Starch Worldwide, which of the following global consumer segments place more emphasis on material and professional goals than other groups?
Strivers
Devouts
Altruists
Intimates
2 points
Question 7
All of the following are examples of social/psychological variables EXCEPT:
Interests
Opinions
2 points
Question 8
Firms experienced in