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:

Customer Profile

A detailed description of the characteristics, behaviors, and demographics of a business's typical customers.

Analogy

A comparison between two different situations that have something in common.

Simile

A figure of speech that makes a comparison between two different things using "like" or "as" to create a vivid description.

Credibility

A salesperson’s believability, established through empathy, willingness to listen to specific needs, and continual enthusiasm toward his or her work and the customer’s business.