Chapter 2 Segmentation, Targeting and Positioning

9)
Consumers’ characteristics can be classed as either behavioral or cognitive. In
this context, cognitive factors are abstract, can be determined only through more
complex psychological and attitudinal questioning, and generally have no
single, universal definitions. Examples of cognitive factors include ________.
A)
demographics, gender, and benefits wanted
B)
usage rate, level of involvement, and education
C)
personality traits, lifestyles, and gender
D)
education, usage situation, and social class
E)
cultural values, personality traits, and benefits sought

10)
Consumers’ characteristics can be classed as either consumer-intrinsic or
consumption-specific. In this context, consumer-intrinsic features stem from
the consumer’s physical, social, and psychological characteristics. Examples of
consumer-intrinsic features include ________.
A)
demographics, gender, and benefits sought
B)
usage rate, level of involvement, and psychographics
C)
personality traits, cultural values, and income
D)
education, consumption-specific attitudes, and social class
E)
attitudes regarding shopping, awareness of product alternatives, and benefits
wanted

11)
Consumers’ characteristics can be classed as either consumer-intrinsic or
consumption-specific. In this context, consumption-specific features are
attitudes and preferences toward specific products or buying situations.
Examples of consumption-specific features include ________.
A)
demographics, gender, and benefits sought
B)
attitudes toward shopping, benefits sought in products, and frequency of
leisure activities
C)
personality traits, lifestyles, and income
D)
education, usage situation, and gender
E)
personality traits, awareness of product alternatives, and attitudes toward
political issues

12)
In reference to consumer characteristics, ________ can be determined from
direct questioning or observation and categorized by a simple objective
measure, whereas ________ are abstract and can be determined only through more
complex psychological and attitudinal questioning.
A)
consumption-based features; consumer-intrinsic features
B)
behavioral data; cognitive data
C)
product-specific features; consumption-based features
D)
cognitive data; behavioral data
E)
consumer-intrinsic features; consumption-based features
13)
Another term for psychographic characteristics is ________.
A)
age
B)
lifestyles
C)
benefits sought
D)
use-situation factors
E)
use-related factors

14)
Age, gender, and income are bases of which of the following types of
segmentation?
A)
geographic segmentation
B)
sociocultural segmentation
C)
benefit segmentation
D)
demographic segmentation
E)
psychological segmentation

15)
________ is/are defined by computing an index based on three quantifiable
variables: income, education and occupation.
A)
Demographics
B)
Social class
C)
Psychographics
D)
Personality traits
E)
Sociocultural values
16)
When Colgate divides the pre-teens toothpaste group into four segments and
offers each one its own toothpaste, they are using ________ segmentation.
A)
demographic
B)
sociocultural
C)
psychological
D)
physiological
E)
use-related