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52.
Pluto Inc., a car manufacturer, makes high-end, expensive sports cars. The company targets people who live life on the fast lane and are generally considered to have flashy personalities. In this scenario, Pluto is using _____ segmentation.
A. psychographic B. benefit C. socioeconomic D. undifferentiated E. demographic The above scenario is an illustration of psychographic segmentation. Dividing the market on the basis of personality, lifecycles, and/or lifestyles is referred to as psychographic segmentation.
AACSB: Reflective Thinking Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 02-03 To recognize the role of market segmentation and its use in an integrated marketing communications program. Topic: The Target Marketing Process
53.
Which of the following is a primary variable defined in psychographic segmentation?
A. Lifecycles B. Income C. Education D. Life stage E. Gender Dividing the market on the basis of personality and/or lifestyles is referred to as psychographic segmentation. The determination of lifestyles is usually based on an analysis of the activities, interests, and opinions (AIOs) of consumers.
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand
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