Click on the box next to each answer. Keep track of your own score.

1. Before Mary bought a car, she was debating whether she wanted to buy a more expensive new car to ensure good reliability or a less expensive used car.  She ultimately bought the new car because she felt it would be more safe and more reliable.  Driving it home from the dealer, however, she began to think about the wisdom of this choice; she began to wonder if she can afford the monthly payments and began to wonder if a used car would have been just as safe and reliable.  The salesperson who sold her the car should be concerned with:
   • A. customer satisfaction. INCORRECT Well, yes of course we don't want dissatisfied customers.   but there is a more pressing concern in this case.  
   • B. need recognition. INCORRECT You're taking that "consumer buying process" model   out of context. 
   • C. cognitive dissonance. CORRECT The salesperson should be concerned that Mary might be   having some second thoughts.  S/he probably should   call Mary to make sure that everything is all right   and to, importantly, assure Mary that she made a good   choice.
   • D. Reciprocity. INCORRECT  
2. Mass marketing could also be called a(n) ________________________ approach to segmentation.
   • A. single segment INCORRECT With what we would call a single segment strategy, an   assumption is that multiple segments exist and that   we choose to target a single one of those.
   • B. undifferentiated CORRECT In this approach, we are assuming that all customers in   the market have similar needs and wants that can   be met simultaneously with a common strategy.
   • C. substantial INCORRECT See the criteria for a successful segmentation strategy;   one issue is that the segments that are chosen   must be substantial.
   • D. sustainable INCORRECT See the criteria for a successful segmentation strategy;   one issue is that the segments that are chosen   must be sustainable.
3. Psychographic segmentation has to do with variables that could include:
   • A. personality. CORRECT but at least one more answer could be just as correct.  
   • B. lifestyle. CORRECT but at least one more answer could be just as correct.  
   • C. demographics. INCORRECT Demographics COULD be part of psychographic segments.   But given the answer choices, other answers are   more clearly associated with psychographics.
   • D. population density. INCORRECT There could be a relationship between psychographics   and where one lives or where one chooses to live,   but other answer choices are more direct.
4. In the spa industry, many marketers focus their efforts on one small, well-defined market that has a unique, specific set of needs.  We would call this a(n):
   • A. differentiated approach. INCORRECT  
   • B. undifferentiated approach. INCORRECT  
   • C. psychographic segment. INCORRECT  
   • D. niche strategy. CORRECT  
5. When completing the online registration of a new product, you check a box to indicate that you are willing to receive email promotions from this brand as well as from other marketers.  This is an example of:
   • A. permission marketing. CORRECT  
   • B. one-to-one marketing. INCORRECT One-to-one marketing has to do with creating an entirely   unique product or marketing program for each customer   in the target segment.
   • C. niche marketing. INCORRECT Niche marketing has to do with choosing a relatively   small but well-defined segment.
   • D. reciprocity. INCORRECT  
6. If a company designs a product around the needs of people who have a lifestyle, personality, and social class profile that is different than that of other groups of people, the company is using:
   • A. a differentiation strategy. INCORRECT Product differentiation has to do with making a product  that is perceived by potential buyers as different  in some important way from competing products.  It is related to (but not the same as) the notion  of product positioning.
   • B. demographic segmentation. INCORRECT You jumped for the word "segmentation". But this  profile is based only partly on demographics.
   • C. psychographics. CORRECT By definition, these are the sorts of factors that are  used in psychographic segmentation.
   • D. database marketing. INCORRECT Database marketing is related to the idea of mass  customization, but even the latter would be the  wrong answer and from the wrong chapter using the  wrong logic.
7. A credit card company creates one set of print ads directed towards students, another directed toward professional and technical workers, an another toward small business owners. It is using:
   • A. a differentiation strategy. INCORRECT Product differentiation has to do with making a product  that is perceived by potential buyers as different  in some important way from competing products.  It is related to (but not the same as) the notion  of product positioning.
   • B. demographic segmentation. CORRECT These are occupation sorts of classifications that are  relatively easy to define and to identify in people.
   • C. psychographics. INCORRECT It is possible that a person's occupation affects his/her  lifestyle and such - a student probably fits into  a different psychographic category from a small  business owner - but these classifications do not,  alone, tell us anything about psychographic issues  or variables.
   • D. database marketing. INCORRECT Database marketing might be used to identify members of  these groupings, but that's about as close as it  gets here.  Wrong chapter.

   The following questions are not from this textbook, but are discussed elsewhere:

8. Some universities promote on the basis of their prestige.  Others promote on their large size and choice of programs.  Still others promote on their small size, accessibility to professors, and low cost.  These tactics are based on issues of:
   • A. a multisegment targeting strategy. INCORRECT A multi-segment strategy has to do with targeting more   than one segment by one organization.
   • B. psychographics. INCORRECT We're really not looking at issues of lifestyle and   personality in this case.
   • C. differentiation. MAYBE In these promotions, each university is attempting to   distinguish itself from the others.  Look   another answer, however.
   • D. positioning. CORRECT Each university is attempting to occupy a different place   in peoples' minds; each is trying to locate itself   above or below, to the left or to the right of   other product offerings.  Note that another   answer choice could also be a good answer.
9. A way to graphically display the location of products, brands, or groups of products in peoples' minds is through:
   • A. the Boston Consulting Group growth-share matrix. INCORRECT  
   • B. a psychographic profile. INCORRECT  
   • C. a perceptual map. CORRECT As a rough generalization, this term is usually interchangeable   with a positioning map.
   • D. a positioning map. CORRECT As a rough generalization, this term is usually interchangeable   with a perceptual map.