Question 1

The combination of demographic and geographic variables is called which of the following?

Accepted Answer

A) Geodemographics 
B) Psychosomatics 
C) Behavioural variables 
D) Geomarketing 
A) Geodemographics 
B) Psychosomatics 
C) Behavioural variables 
D) Geomarketing

Question 2

To implement the marketing concept and successfully satisfy customer needs, companies need to provide which of the following?

Accepted Answer

A) Products and services that are cheaper than their competitors' offering 
B) Products and services which are unique and that are technologically superior to competitors' offerings 
C) Different product and service offerings to the diverse customer groups that typically comprise a market 
D) None of the above 
A) Products and services that are cheaper than their competitors' offering 
B) Products and services which are unique and that are technologically superior to competitors' offerings 
C) Different product and service offerings to the diverse customer groups that typically comprise a market 
D) None of the above

Question 3

When Bang and Olufsen targets its music systems at up-market consumers, which type of target market strategy is it pursuing?

Accepted Answer

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

Question 4

Not all small segments in the marketplace are unprofitable to serve. Advances in production and distribution technologies mean that micro-segments can also be profitable.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is a useful base for segmenting organizational markets?

Accepted Answer

A) Behavioural factors 
B) Organizational psychographics 
C) Organizational size 
D) Organizational marketing 
A) Behavioural factors 
B) Organizational psychographics 
C) Organizational size 
D) Organizational marketing

Question 6

A "perceptual map" usually contains how many dimensions?

Accepted Answer

A) 1 dimension 
B) 2 dimensions 
C) 3 dimensions 
D) Contains no dimensions 
A) 1 dimension 
B) 2 dimensions 
C) 3 dimensions 
D) Contains no dimensions

Question 7

If The Royal Mail develops a single marketing mix for the whole market, which of the following target marketing strategies is it pursuing?

Accepted Answer

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

Question 8

Why are "perceptual maps" used?

Accepted Answer

A) To assess how a consumer processes information 
B) To assess positioning strategies within retail stores 
C) To assess creative adverts 
D) To assess strategic moves for a brand 
A) To assess how a consumer processes information 
B) To assess positioning strategies within retail stores 
C) To assess creative adverts 
D) To assess strategic moves for a brand

The combination of demographic and geographic variables is called which of the following?

To implement the marketing concept and successfully satisfy customer needs, companies need to provide which of the following?

When Bang and Olufsen targets its music systems at up-market consumers, which type of target market strategy is it pursuing?

Not all small segments in the marketplace are unprofitable to serve. Advances in production and distribution technologies mean that micro-segments can also be profitable.

Which of the following is a useful base for segmenting organizational markets?

A "perceptual map" usually contains how many dimensions?

If The Royal Mail develops a single marketing mix for the whole market, which of the following target marketing strategies is it pursuing?

Why are "perceptual maps" used?

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

The combination of demographic and geographic variables is called which of the following?

To implement the marketing concept and successfully satisfy customer needs, companies need to provide which of the following?

When Bang and Olufsen targets its music systems at up-market consumers, which type of target market strategy is it pursuing?

Not all small segments in the marketplace are unprofitable to serve. Advances in production and distribution technologies mean that micro-segments can also be profitable.

Which of the following is a useful base for segmenting organizational markets?

A "perceptual map" usually contains how many dimensions?

If The Royal Mail develops a single marketing mix for the whole market, which of the following target marketing strategies is it pursuing?

Why are "perceptual maps" used?

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