University of Oregon

MKTG 311

Quiz 5

Q1) Which of the following is NOT an advantage of Web-based research?

1. speed
2. low costs
3. almost instantaneous results
4. control over who respondents are
5. ease of administration

Q2) An organic farmer has identified three distinct groups who might be interested in his products: vegetarians, people who are concerned about chemicals in their foods, and people who consider themselves innovators and trendsetters. These three groups are examples of                                                                                                     .

1. marketing mixes
2. market segments
3. product mixes
4. mass markets
5. market positions

Q3) Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?

1. geographic
2. behavioral
3. lifestyle
4. demographic
5. psychographic

Q4) Lifestyle characteristics and personality characteristics are two types of variables used in

                      segmentation.

1. demographic
2. behavioral
3. social class
4. psychographic
5. user status

Q5) Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation?

1. gender
2. income
3. occasion
4. usage rate
5. readiness stage