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1. Market segmentation is the process of .- a. dividing a total potential market into heterogeneous subsets b. dividing a total potential market into homogeneous subsets c. dividing a total potential market into broad segments d. none of the above 2. Which of the following is not one of the criteria for effective market segmentation? a. substantiality b. measurability c. marketability d. accessibility 3. Which oi the following refers to the smallest geographic area? a. metropolitan statistical area {MEN b. primary metropolitan statistical area {PSMM c. consolidated metropolitan statistical area [CSMA] 4. The family life cycle would be considered ain} _______ variable. a. geographic b. demographic c. psychographic d. behavioral 5. The use of frequent traveler or frequent diner programs would be considered a form of: a. geographic segmentation b. demographic segmentation c. psychographic segmentation d. behavioral segmentation o. ND statements are used in: a. geographic segmentation b. demographic segmentation c. psychographic segmentation d. behavioral segmentation I". When restaurants or hotels record the license plates of their guests. it is a form oi.- a. geographic segmentation is. demographic segmentation c. psychographic segmentation d. behavioral segmentation B. When a rm develops one product-service mix that is sold to all potential customers. it is using a: a. mass-marketslrategv is. differentiated strategv c. concentrated strategy 5?. The rst step in the positioning process is to; a. measure consumer perceptions of available services b. determine the ideal mix for consumers c. look for gaps in coverage d. select a desired position 10. What is the technique used to construct a graphic representation of how consumers perceive a competing set of products relative to each other? a competitive benefit matrix b. preference mapping c. perceptual mapping d. gap analysis