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