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Market Segment

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Chapter 09 Segmenting, Positioning, and Forecasting Markets

Multiple Choice

1. The affluent Asian adult survey by Synovate __________ individuals according to their different attitudes, media exposures and habits, and product consumption patterns.
a) categorizes
b) ranks
c) isolates
d) distinguishes
e) promote
Ans: a
Feedback: The individuals are categorized according to their different attitudes, media exposures and habits, and product consumption patterns.
Page: 241
Learning Objective: 1

2. What can be concluded about the affluent Asian adults from the survey?
a) Marketers should focus their marketing efforts on all groups
b) Marketers may use different messages to sell the same products to same group
c) Affluent adults in Asia are a homogenous group
d) Marketers will not seek to reach out to them in the same way
e) All of the above can be concluded from the survey
Ans: d
Feedback: Marketers will not treat them as one group, and will not seek to reach out to them in the same way.
Page: 242
Learning Objective: 1

3. Which of the following statements about the affluent Asian adult is true?
a) “Luxury Loyalists” tend to purchase more of the digital products such as laptops and MP3 players.
b) “Executive Warriors” have the highest penetration for the Internet and usage of e-mail and instant messaging
c) The “HUMmers,” hungry, urban, and mobile individuals, make up the largest group of affluent Asian adults
d) The “Gimmes,” younger adults between the ages of 25 and 34, are more concerned about the environment and their contribution to society
e) The “HUMmers” watch less television, and read more newspapers
Ans: b
Feedback: They have the highest penetration for the Internet and usage of e-mail and instant messaging, and also the highest ownership of personal and household items.
Page: 241
Learning Objective: 1

4. The strategy of

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