Quiz #2: Chapter 4 (Part 1)

Question 1

Bases for segmentation

Answer 1

geography, demographics, psychographics, behavior

Question 2

What predicts needs/wants the best?

Answer 2

psychographics

Question 3

What are the bases for geographic segmentation?

Answer 3

region, city vs rural, climate, density

Question 4

What are the bases for demographic segmentation?

Answer 4

age, gender, income, ethnicity, etc.

Question 5

What are the bases for psychographic segmentation?

Answer 5

lifestyle, personality

Question 6

What are the bases for behavior segmentation?

Answer 6

occasions (like Black Friday), benefits, user status, usage rates, loyalty status

Question 7

What are the American generations?

Answer 7

Pre-Depression, depression, baby boom, gen x, gen y, tweens

Question 8

What are the four segments of the mature market?

Answer 8

healthy indulgers, ailing outgoers, healthy hermits, frail recluses

Question 9

Healthy indulgers

Answer 9

7M, rapidly growing, condos, cruises, group travel

Question 10

Ailing outgoers

Answer 10

18M, retirement communities, discounts

Question 11

Healthy hermits

Answer 11

20M, DIY market

Question 12

Frail recluses

Answer 12

home and lawn care services, health care