Exam 6: Markets: Segmentation, Targeting and Positioning

For which of the following segmentation variables is it more likely to be difficult to measure and obtain accurate data?

Which of the following would be an advantage of a one-to-one marketing strategy?

Market segmentation based on variables, which are the vital and social characteristics of populations, such as age, education and income, is known as:

Which of the following would be useful for an organisation in forecasting the sales potential for a market segment?

An organisation that segments its market by offering rewards based on the amount of points accumulated on its loyalty card would be best described as utilising:

The first step in determining the current positioning of a brand is:

Which strategy would most accurately describe the marketing efforts of a major car manufacturer such as Toyota?

Elders provides a comprehensive range of goods and services to farmers. This specialised approach to target marketing is an example of:

A credit union that provides a wide range of financial services to members who are employed in particular industries would be best described as having:

During the targeting phase, the main goal is to evaluate potential segments and select segments prior to positioning.

Which of the following best describes the broad concept of a market?

A market segment profile describes:

As an importer of surfing accessories, your company focuses its marketing operations in the warmer coastal regions of Australia. This action is an example of:

The first step in determining the current positioning of a brand is:

Emma has decided to switch from a mass marketing approach, to a target marketing approach. She understands that target marketing is a process and ____________________ forms the basis of the process.

Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma decides she will use a target marketing approach, which can best be described as:

A common technique used to determine market positioning is:

Market segmentation variables should always:

As a marketer for a major wine company, you implement a marketing program based on occasion-based segmentation. You market some products as 'gifts', others as 'celebratory' and others for 'cellaring'. You action is an example of:

___________ produces two-dimensional maps showing how competing brands relate to each other in terms of a range of product attributes. This, of course, assumes that consumers in the target segment are ___________ with the brand and its competitors and are able to subjectively or objectively compare them on attributes that they believe to be important.