When Using Personality Characteristics as a Market Segmentation Variable, Marketers

question 180

Multiple Choice

When using personality characteristics as a market segmentation variable, marketers generally

• A) conduct personality assessments of their potential target market to determine which personality characteristics they possess.
• B) use research developed by clinical psychologists to determine which personality characteristics consumers using their products are most likely to have.
• C) use generic characteristics that all members of the population have.
• D) use a positively viewed characteristic they assume much of their target market has or would like to have.
• E) conduct a series of focus groups to determine both the positive and negative characteristics members of their target market are perceived to have.

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Definitions:

Divorce

The legal dissolution of a marriage by a court or other competent body.

Sexually Healthy

A state of physical, emotional, mental, and social well-being in relation to sexuality; it encompasses a positively respectful approach to sexuality and sexual relationships, as well as the possibility of having pleasurable and safe sexual experiences.

Adult Behaviors

Actions and mannerisms typically expected or observed in individuals who have reached the age of maturity.

Coming Out

The process of acknowledging one's own sexuality or gender identity to oneself or others.