Question

13. A segmentation study of tourists visiting Hayward found that one group wanted glamorous nightlife with exciting dining, dancing and gambling. A second group wanted "sun and fun people who liked to lounge quietly in the sun, swim and go shopping. This best reflects _segmentation. a. demographic b. aspirational c. behavioral d. psycho cultural e. geographic 14. In the framework for the competitive forces at work," also known as "Five Forces" analysis, developed by Michael Porter, a, the power of suppliers includes management talent and labor unions. b. the power of buyers includes wholesalers, retailers and distributors. c. the power of new entrants includes government regulations and bailouts. d. "a" and "b" are correct. e. "a," "b" and "c" are correct. 15. Methods for forecasting future demand include a. surveying buyers' intentions + tracking actual sales and market shares b. finding expert opinion + using test markets c. following leading market indicators + collecting sales force opinions d. "a" and "c" are correct e. "a," "b" and "c" are correct 16. Marketers expect that strong brand equity contributes to a. High consumer awareness b. brand loyalty c. lower prices to consumers d. "a" and "b" are correct e. "," "b" and "c" are correct

Answer 1

13) (c) behavioral

Market segmentation is defines as technique of dividing one full fledged market into customer subset or segments, depending on similar characteristics and needs. Segmentation based on behavior is called behavioral segmentation.

The given example shows the behavior trend of two groups, thus it falls under the category of behavioral segmentation.

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