34. (p. 51) _____ divides a market on the basis of lifestyles. A. Leisure marketing B. Psychographic segmentation C. Benefit segmentation D. Demographic segmentation E. Behavioristic segmentation 35. (p. 51) Crossings is the name of a book club designed to appeal to conservative Christians. It sells inspirational fiction and nonfiction books that express moral values consistent with the views of these Christians. Crossings uses _____ segmentation. A. psychographic B. demographic C. behavioristic D. usage E. geographic 36. (p. 51) The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or herself in the joys of gardening for a week and take classes with horticulturists. This is an example of _____ segmentation. A. psychographic B. demographic C. behavioristic D. usage E. geographic 37. (p. 52) _____ segmentation divides consumers into groups according to their usage loyalties or buying responses to a product. A. Benefit B. Geographic C. Demographic D. Behavioristic E. Psychographic 38. (p. 52) Research shows that about two-thirds of the new insurance policies Prudential sells will be to current policyholders. This information indicates a(n) ______ segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation. A. benefit B. geographic C. SRI D. behavioristic E. VALS 39. (p. 52) New York Telephone uses _____ segmentation to segment consumers in terms of how much leisure telephone calling they do. It advertises on “Nick at Night” and MTV when it wishes to target the group it calls “chatterboxes.” A. behavioristic B. benefit C. demographic D. geographic E. VALS 40. (p. 52) Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)? A. behavioristic B. demographic C. benefit D. lifestyle E. psychographic 41. (p. 52) Degree of usage as a basis of segmentation is best reflected by: A. demographic segmentation variables B. the iceberg principle C. the benefit rule D. the rule of equity E. the 80-20 rule 42. (p. 52) _____ segmentation is most closely related to the “80-20 rule ” which states that 80 percent of a company’s business comes from 20 percent of its customers. A. Geographic B. Behavioristic C. Demographic D. Psychographic E. Benefit 43. (p. 52) _____ segmentation is the grouping of customers on the basis of attributes sought in a product. A. Benefit B. Geographic C. VALS D. Demographic E. Lifestyle 44. (p. 52) An advertising campaign stating that BMW “outperforms most cars on the road even before you step on the accelerator” is an example of _____ segmentation. A. benefit B. demographic C. geographic D. VALS E. SRI
