Question 1

Behavioural segmentation is the grouping of people in terms of variables such as benefits sought, purchase occasion and usage rates.

Accepted Answer

A) True 
 B)False

Question 2

Differentiated marketing is when market segmentation reveals several potential targets, and specific marketing mixes can be developed to appeal to all or some of the segments.

Accepted Answer

A) True 
 B)False

Question 3

A market coverage strategy where a company decides to target one target market (niche) with a single marketing mix is known as:

Accepted Answer

A) Undifferentiated marketing 
B) Differentiated marketing 
C) Customized marketing 
D) None of the above 
A) Undifferentiated marketing 
B) Differentiated marketing 
C) Customized marketing 
D) None of the above

Question 4

A market coverage strategy where a company decides to target one market segment (niche) with a single marketing mix is called which of the following?

Accepted Answer

A) Focused marketing 
B) Undifferentiated marketing 
C) Differentiated marketing 
D) Customized marketing 
A) Focused marketing 
B) Undifferentiated marketing 
C) Differentiated marketing 
D) Customized marketing

Question 5

When both product and target market are changed a company is practising which of the following?

Accepted Answer

A) Tangible repositioning 
B) Intangible repositioning 
C) Targeted repositioning 
D) Untargeted repositioning 
A) Tangible repositioning 
B) Intangible repositioning 
C) Targeted repositioning 
D) Untargeted repositioning

Question 6

Profile segmentation is the grouping of people in terms of profile variables such as age and socio-economic group so that marketers can communicate to them.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following are the three broad groups of consumer segmentation criteria?

Accepted Answer

A) Behavioural, psychographic and profile variables 
B) Behavioural, demographic and profile variables 
C) Psychographic, demographic and behavioural variables 
D) Psychographic, sociological and geographic variables 
A) Behavioural, psychographic and profile variables 
B) Behavioural, demographic and profile variables 
C) Psychographic, demographic and behavioural variables 
D) Psychographic, sociological and geographic variables

Question 8

Truly customized marketing cannot be achieved.

Accepted Answer

A) True 
 B)False

Question 9

The grouping of people according to their lifestyle and personality characteristics is called which of the following?

Accepted Answer

A) Psychographic segmentation 
B) Lifecycle segmentation 
C) Market segmentation 
D) Personality segmentation 
A) Psychographic segmentation 
B) Lifecycle segmentation 
C) Market segmentation 
D) Personality segmentation

Question 10

Which of the following is not a criterion used to segment consumer markets?

Accepted Answer

A) Social Class 
B) Geography 
C) Purchasing organization 
D) Usage 
A) Social Class 
B) Geography 
C) Purchasing organization 
D) Usage

Question 11

Repositioning involves which of the following?

Accepted Answer

A) Changing the location of where a product is stocked in a store 
B) Changing advertising strategy 
C) Changing the target markets, the differential advantage or both 
D) Changing the price of a product or service (e.g. offering discounts) 
A) Changing the location of where a product is stocked in a store 
B) Changing advertising strategy 
C) Changing the target markets, the differential advantage or both 
D) Changing the price of a product or service (e.g. offering discounts)

Question 12

Which of the following is not a useful base for segmenting organizational markets?

Accepted Answer

A) By industry 
B) By geographic location 
C) By individuals within a DMU 
D) By purchasing organization 
A) By industry 
B) By geographic location 
C) By individuals within a DMU 
D) By purchasing organization

Question 13

"The identification of individuals or organizations with _______characteristics that have significant implications for the determination of marketing strategy is called market segmentation". Which of the following words is missing from the above sentence?

Accepted Answer

A) similar 
B) different 
C) variable 
D) physical 
A) similar 
B) different 
C) variable 
D) physical

Question 14

Which of the following is required when constructing a perceptual map?

Accepted Answer

A) Identify a set of competing brands 
B) Identify the important attributes consumers use when choosing between brands 
C) Get consumers to score each brand on all the key attributes 
D) All of the above are required 
A) Identify a set of competing brands 
B) Identify the important attributes consumers use when choosing between brands 
C) Get consumers to score each brand on all the key attributes 
D) All of the above are required

Question 15

Usage, a consumer segmentation variable, segments consumers according to which of the following?

Accepted Answer

A) Who the purchase is bought for (e.g. self-buy or gift) 
B) A person's buying patterns (e.g. impulse purchase or consciously planned purchase) 
C) The degree of brand loyalty towards a particular brand in a product category 
D) Heavy users, light users and non-users of a product category 
A) Who the purchase is bought for (e.g. self-buy or gift) 
B) A person's buying patterns (e.g. impulse purchase or consciously planned purchase) 
C) The degree of brand loyalty towards a particular brand in a product category 
D) Heavy users, light users and non-users of a product category

Question 16

Which of the following is a classic example of repositioning?

Accepted Answer

A) British Midland 
B) Complan 
C) Lucozade 
D) All of the above are examples of repositioning 
A) British Midland 
B) Complan 
C) Lucozade 
D) All of the above are examples of repositioning

Question 17

Decentralized purchasing in organizational markets is associated with purchasing specialists who become experts in buying a range of products.

Accepted Answer

A) True 
 B)False

Question 18

A market coverage strategy where a company decides to target the entire market with a single marketing mix is known as:

Accepted Answer

A) Undifferentiated 
B) Differentiated 
C) Focused 
D) Customized 
A) Undifferentiated 
B) Differentiated 
C) Focused 
D) Customized

Question 19

In the UK, social class is usually measured according to which of the following?

Accepted Answer

A) Occupation 
B) Wealth 
C) Background 
D) Education 
A) Occupation 
B) Wealth 
C) Background 
D) Education

Question 20

Critics argue that marketers' targeting of children can lead to the perpetuation of _______ regarding appropriate behaviour, careers etc. for boys and girls.

Accepted Answer

A) stereotypes 
B) behaviour 
C) consequences 
D) communication 
A) stereotypes 
B) behaviour 
C) consequences 
D) communication

Behavioural segmentation is the grouping of people in terms of variables such as benefits sought, purchase occasion and usage rates.

Differentiated marketing is when market segmentation reveals several potential targets, and specific marketing mixes can be developed to appeal to all or some of the segments.

A market coverage strategy where a company decides to target one target market (niche) with a single marketing mix is known as:

A market coverage strategy where a company decides to target one market segment (niche) with a single marketing mix is called which of the following?

When both product and target market are changed a company is practising which of the following?

Profile segmentation is the grouping of people in terms of profile variables such as age and socio-economic group so that marketers can communicate to them.

Which of the following are the three broad groups of consumer segmentation criteria?

Truly customized marketing cannot be achieved.

The grouping of people according to their lifestyle and personality characteristics is called which of the following?

Which of the following is not a criterion used to segment consumer markets?

Repositioning involves which of the following?

Which of the following is not a useful base for segmenting organizational markets?

"The identification of individuals or organizations with _______characteristics that have significant implications for the determination of marketing strategy is called market segmentation". Which of the following words is missing from the above sentence?

Which of the following is required when constructing a perceptual map?

Usage, a consumer segmentation variable, segments consumers according to which of the following?

Which of the following is a classic example of repositioning?

Decentralized purchasing in organizational markets is associated with purchasing specialists who become experts in buying a range of products.

A market coverage strategy where a company decides to target the entire market with a single marketing mix is known as:

In the UK, social class is usually measured according to which of the following?

Critics argue that marketers' targeting of children can lead to the perpetuation of _______ regarding appropriate behaviour, careers etc. for boys and girls.

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Value Through Products and Brands

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters

Exam 5: Market Segmentation, Targeting and Positioning

Behavioural segmentation is the grouping of people in terms of variables such as benefits sought, purchase occasion and usage rates.

Differentiated marketing is when market segmentation reveals several potential targets, and specific marketing mixes can be developed to appeal to all or some of the segments.

A market coverage strategy where a company decides to target one target market (niche) with a single marketing mix is known as:

A market coverage strategy where a company decides to target one market segment (niche) with a single marketing mix is called which of the following?

When both product and target market are changed a company is practising which of the following?

Profile segmentation is the grouping of people in terms of profile variables such as age and socio-economic group so that marketers can communicate to them.

Which of the following are the three broad groups of consumer segmentation criteria?

Truly customized marketing cannot be achieved.

The grouping of people according to their lifestyle and personality characteristics is called which of the following?

Which of the following is not a criterion used to segment consumer markets?

Repositioning involves which of the following?

Which of the following is not a useful base for segmenting organizational markets?

"The identification of individuals or organizations with _______characteristics that have significant implications for the determination of marketing strategy is called market segmentation". Which of the following words is missing from the above sentence?

Which of the following is required when constructing a perceptual map?

Usage, a consumer segmentation variable, segments consumers according to which of the following?

Which of the following is a classic example of repositioning?

Decentralized purchasing in organizational markets is associated with purchasing specialists who become experts in buying a range of products.

A market coverage strategy where a company decides to target the entire market with a single marketing mix is known as:

In the UK, social class is usually measured according to which of the following?

Critics argue that marketers' targeting of children can lead to the perpetuation of _______ regarding appropriate behaviour, careers etc. for boys and girls.

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Value Through Products and Brands

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters