Exam 6: Markets: Segmentation, Targeting and Positioning

As a marketing manager, you undertake research to understand how potential buyers see your brand. Your research is aiming to identify your brand's:

Behavioural segmentation differs from geographic, demographic and psychographic segmentation because it:

Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma wants to segment her market based on demographic variables. Which of the following is not a demographic variable?

'Camera House' takes a product specialisation approach, specialising in the sale of cameras. The product specialisation approach (or alternatively a market specialisation approach) will only be a beneficial marketing strategy for Camera House while:

The Roy Morgan Values Segments and VALS are two examples of:

The total volume of sales of a product category that all organisations in an industry are expected to sell in a specified period of time, assuming a specific level of marketing activity is known as:

Which of the following statements is false?

Which of the following statements is/are correct?

Which of the following is not a behavioural segmentation variable?

Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma conducts market research investigating the psychographic characteristics of her market. Emma understands that:

Familiar brands such as Arnott's Biscuits generally occupy clear and strong positions (as perceived by the market). This leads to:

Luxury manufacturer Rolex understands the additional 'expected benefits' that its products offer consumers. Market segmentation based on expected benefits is an example of:

The broad market segments of 'Baby Boomers', 'Generation X', 'Generation Y' and Generation Z' have been created primarily based upon:

Which of the following is not a variable an organisation could use to segment business markets?

When a marketer makes one product and offers it to the market as a whole, this form of marketing is known as:

A defining characteristic/s of a consumer market is/are:

The Australian car market can potentially be segmented in a number of different ways. When segmenting any market, the market segmentation variables should always:

Which of the following processes is most likely to assist with identifying target markets?

Which of the following statements is/are correct?

Woolworths understands that their market is made up of buyers with diverse needs; their customers have unique wants, needs and demands. The market that Woolworths sells to is said to be: