The community college has decided to market its evening classes to women between the ages of 18 and 30 who are high-school graduates. What type of segmentation is the college using?
Answer: Demographic. Demographic segmentation is the division of a market on the basis of its social and physical characteristics. These include such characteristics as income, age, gender, educational level, life stage, and occupation. Geographic segmentation groups consumers according to where they are located. Lifestyles and personalities of consumers are used as the basis for psychographic segmentation. Dividing consumers into groups according to their response to a product is behavioral segmentation.
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Market Planning
- Jackie is interested in predicting what special events result in higher demand for chocolate candy. She should conduct behavioral segmentation based on
- When marketers sort customers psychographically, they divide them by
- Geographic segmentation is dividing a market by where customers are
- The customer characteristic that reflects where customers fit in the day-to-day buying routine is known as
- Sorting customers by their physical and social characteristics is called _________ segmentation.
- Marketers divide their markets by grouping customers according to their
- Today's customers are not influenced by mass marketing alone because they are more
- Mass marketing is not as precise as _____________ marketing.
- The Thompson Company decided it would be more successful if it divided the total market for its products into smaller, more specific groups of consumers. This business is engaged in
- When the total market is divided, one of its groups is called a market
- Market segmentation is about dividing the market into __________ groups.
- When sellers offer one-size-fits-all products that will appeal to most buyers, they are using
- When using mass marketing, marketers seek to appeal to the
- The same person can be included in more than one
- Marzetti's Musical Instruments has determined that it will focus its marketing efforts on senior high-school students. Marzetti's is engaged in _________ marketing.
- When examining a market, marketers primarily notice its
- A target market can be described as the
- To buy a product, customers in a market must first
- Liza has always wanted a horse, and she has finally saved enough money to buy one very soon. In marketing terms, Liza is a