Question 1

Ford Motor Company produces passenger cars, commercial trucks and specialty vehicles, performance vehicles, and race cars. Ford uses a procedure called _____ to divide its large market.

1. . positioning

2. micromarketing

3. perceptual mapping

4. market segmentation

Question 2

A group of brands resulting from an information search, from which a buyer can choose is referred to as the buyer's:

1. primary set
2. evoked set
3. inert set
4. complete set

Question 3

_____ is the process of dividing a market into meaningful groups that are relatively similar and identifiable.

Perceptual mapping

Positioning

Micromarketing

Market segmentation

Question 4

_____ is the process of grouping customers into market segments according to the benefits sought from the product.

1. Benefit segmentation

2. Value-added segmentation

3. Macro segmentation

4. Psychographic segmentation

Question 5

Ranked from the lowest to the highest level, Maslow's hierarchy of needs model includes:

1. safety, esteem, social, physiological, and self-actualization needs
2. physiological, social, esteem, economic, and self-actualization needs
3. psychological, safety, economic, esteem, and social needs
4. physiological, safety, social, esteem, and self-actualization needs

Question 6

_____ is the segmenting of markets based on the region of the country or the world, market size, market density (number of people within a certain unit of land), or climate.

1. Community segmentation
2. Geographic segmentation
3. Geodemographic segmentation
4. Geodemographic segmentation

Question 7

Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary. Andrea is anxious about the trip, afraid Bill will not like her choice of location and worried she spent too much money. Andrea is experiencing:

1. selective dissatisfaction
2. perceptual disharmony
3. self-actualization involvement
4. cognitive dissonance

Question 8

The purpose of market segmentation is to:

1. reduce the market down to a size the firm can handle
2. divide the market into equal size and profit regions for sales territories
3. enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups
4. group a large number of markets together, enabling a company to serve them simultaneously

Question 9

In Miami, several radio stations broadcast in Spanish and play Latin music for the Hispanic people living in South Florida. The radio stations are using _____ segmentation.

1. ethnic
2. socioeconomic
3. usage rate
4. geographic

Question 10

A _____ is a group of people or organizations that has wants and needs that can be satisfied by particular product categories, has the ability to purchase these products, and is willing to exchange resources for the products.

1. firm
2. market
3. buyer
4. consumer