1) Market segmentation is best defined as
a. Grouping consumers by demographic factors
b. The search for relatively homogeneous clusters in a heterogeneous market
c. The search for relatively heterogeneous clusters in a homogeneous market
2) Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly. This segmentation technique focuses on:
a. benefits sought
b. usage rate
c. product awareness
d. buyer intentions
e. buying condition
d. Product positioning
e. Trying to reach the most customers you can with a product offering
3) Robert had $100,000 last year after paying his taxes. His total spending on necessities was $20,000. He also went on a free vacation that he won in a contest that was worth $5,000. What was his disposable income?
a. $105,000
b. $100,000
c. $80,000
d. $85,000
e. There is not enough data provided to calculate his disposable income.