Question 1

As a basis for segmentation, social class is determined by the three variables of income, education and suburb.

Accepted Answer

A) True 
 B)False

Question 2

Segmentation studies are designed in order to:

Accepted Answer

A)  help serve customers better by finding the best product to suit all consumers. 
B)  discover the needs and wants of specific groups of consumers, so that specialised goods and services can be developed and promoted to satisfy their needs. 
C)  create a higher level of sales for the company through having satisfied customers. 
D)  assist marketers in satisfying the wants and needs of every individual customer with their product offerings. 
A)  help serve customers better by finding the best product to suit all consumers. 
B)  discover the needs and wants of specific groups of consumers, so that specialised goods and services can be developed and promoted to satisfy their needs. 
C)  create a higher level of sales for the company through having satisfied customers. 
D)  assist marketers in satisfying the wants and needs of every individual customer with their product offerings.

Question 3

What is the major disadvantage of demographic market segmentation?

Accepted Answer

A)  Demographic information is not easy to obtain. 
B)  Consumers often do not want to disclose this type of information. 
C)  It tends to be one-dimensional and does not differentiate between brands. 
D)  It is not very useful to companies with a distinguished brand. 
A)  Demographic information is not easy to obtain. 
B)  Consumers often do not want to disclose this type of information. 
C)  It tends to be one-dimensional and does not differentiate between brands. 
D)  It is not very useful to companies with a distinguished brand.

Question 4

The challenge marketers face is to select one or more segments to target with an appropriate marketing mix. To be an effective target, a market segment should be:

Accepted Answer

A)  identifiable, growing, reachable and congruent with ethnic and cultural groups in society. 
B)  identifiable, sizeable, stable or growing, accessible and congruent with the marketer's objectives and resources. 
C)  sizeable, stable or growing, accessible and congruent with ethnic and cultural groups in society. 
D)  identifiable, sizeable, accessible and congruent with the marketer's objectives and resources. 
A)  identifiable, growing, reachable and congruent with ethnic and cultural groups in society. 
B)  identifiable, sizeable, stable or growing, accessible and congruent with the marketer's objectives and resources. 
C)  sizeable, stable or growing, accessible and congruent with ethnic and cultural groups in society. 
D)  identifiable, sizeable, accessible and congruent with the marketer's objectives and resources.

Question 5

Which of the following statements about microtargeting is not true?

Accepted Answer

A)  It uses a very large number of sources of diverse origins to classify people. 
B)  It cross-tabulates large amounts of very detailed behavioural data consisting of very specific information on purchases, right down to a narrow product category or even a particular brand purchased. 
C)  Some models include peoples' online surfing patterns and purchases. 
D)  Microtargeting earned its name because it often employs very specified computer-generated models and algorithms created by micro-computing. 
A)  It uses a very large number of sources of diverse origins to classify people. 
B)  It cross-tabulates large amounts of very detailed behavioural data consisting of very specific information on purchases, right down to a narrow product category or even a particular brand purchased. 
C)  Some models include peoples' online surfing patterns and purchases. 
D)  Microtargeting earned its name because it often employs very specified computer-generated models and algorithms created by micro-computing.

Question 6

Differentiated marketing is a highly appropriate segmentation strategy for which of the following examples?

Accepted Answer

A)  A small, local start-up business in the hospitality industry. 
B)  A large international company that provides a distinguished service without much competition. 
C)  An international, financially successful airline that operates in markets where it faces a lot of direct competition. 
D)  An online company providing a service which targets specialised computer scientists. 
A)  A small, local start-up business in the hospitality industry. 
B)  A large international company that provides a distinguished service without much competition. 
C)  An international, financially successful airline that operates in markets where it faces a lot of direct competition. 
D)  An online company providing a service which targets specialised computer scientists.

Question 7

What is market segmentation, how is it different from mass marketing and why is market segmentation important?

Accepted Answer

Market segmentation is the process of di

Question 8

If a market segment meets the criteria of being identifiable, sizeable (sufficient), stable and accessible, the marketer will inevitably be interested in that segment.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements is not true?

Accepted Answer

A)  The strategy of market segmentation benefits both participants in the marketplace (i.e. firms and consumers). 
B)  Marketers also use segmentation research to identify the most appropriate media in which to place advertisements. 
C)  Marketers can create a positioning and marketing mix strategy to satisfy the needs of one single customer at a time. 
D)  A consumer-oriented approach to marketing requires developing product strategies based on known consumer needs. 
A)  The strategy of market segmentation benefits both participants in the marketplace (i.e. firms and consumers). 
B)  Marketers also use segmentation research to identify the most appropriate media in which to place advertisements. 
C)  Marketers can create a positioning and marketing mix strategy to satisfy the needs of one single customer at a time. 
D)  A consumer-oriented approach to marketing requires developing product strategies based on known consumer needs.

Question 10

A consumer's geographic location and postcode are measurable and objective factors. On the other hand, _________ consist of activities, interests and opinions, which are mostly attitudes (or cognitions) towards various issues, and cannot be classified according to standardised definitions.

Accepted Answer

A)  psychographics 
B)  psychological characteristics 
C)  demographics 
D)  sociographics 
A)  psychographics 
B)  psychological characteristics 
C)  demographics 
D)  sociographics

Question 11

A form of segmentation commonly referred to 'lifestyle analysis' which includes looking at consumers' personalities and attitudes is called:

Accepted Answer

A)  psychological segmentation. 
B)  psychographic segmentation. 
C)  sociocultural segmentation. 
D)  demographic segmentation. 
A)  psychological segmentation. 
B)  psychographic segmentation. 
C)  sociocultural segmentation. 
D)  demographic segmentation.

Question 12

Which of the following is an example of hybrid segmentation?

Accepted Answer

A)  Married males, working in a white-collar occupation aged between 18-34 years. 
B)  Married females aged between 35-44 years who are extroverted, from a non-English speaking background and who live in New South Wales. 
C)  Singles aged between 18-34 years with an annual income between $40 001 - $60 000 and who live in Sydney. 
D)  Married, English-speaking couples living in Melbourne, with blue-collar occupations who have a combined income between $70 001 - 80 000. 
A)  Married males, working in a white-collar occupation aged between 18-34 years. 
B)  Married females aged between 35-44 years who are extroverted, from a non-English speaking background and who live in New South Wales. 
C)  Singles aged between 18-34 years with an annual income between $40 001 - $60 000 and who live in Sydney. 
D)  Married, English-speaking couples living in Melbourne, with blue-collar occupations who have a combined income between $70 001 - 80 000.

Question 13

Prior to the widespread adoption of the marketing concept, mass marketing was the prevailing way of doing business with customers. The reason why the marketing concept has not been successful is due to mass marketing being a more logical strategy than market segmentation.

Accepted Answer

A) True 
 B)False

Question 14

Segmentation based on one variable is rarely used and nearly all segmentation plans are in the form of:

Accepted Answer

A)  dual variable segmentation. 
B)  hybrid segmentation. 
C)  complex segmentation. 
D)  triple variable segmentation. 
A)  dual variable segmentation. 
B)  hybrid segmentation. 
C)  complex segmentation. 
D)  triple variable segmentation.

Question 15

________ is aggregating individual consumers into relatively small groups, based on data available about them from many different databases, and targeting them with tailor-made messages.

Accepted Answer

A)  Microtargeting 
B)  Behavioural targeting 
C)  Hybrid targeting 
D)  Geodemographic targeting 
A)  Microtargeting 
B)  Behavioural targeting 
C)  Hybrid targeting 
D)  Geodemographic targeting

Question 16

Within the VALS framework, the segment of achievement includes consumers who desire social or physical activity, variety or risk.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is not one of the three primary motivations in the VALS framework?

Accepted Answer

A)  Ideals. 
B)  Achievement. 
C)  Self-expression. 
D)  Morals. 
A)  Ideals. 
B)  Achievement. 
C)  Self-expression. 
D)  Morals.

Question 18

Which of the following represents an example of the changing role of genders?

Accepted Answer

A)  Many women are now purchasing repair tools themselves. 
B)  Women have become less accessible to marketers and advertisers as many are now combining motherhood with working and are too busy to engage in, and watch traditional media such as television. 
C)  Many modern advertisements reflect the expanding child-nurturing roles of young fathers. 
D)  All of the above represent the changing role of genders. 
A)  Many women are now purchasing repair tools themselves. 
B)  Women have become less accessible to marketers and advertisers as many are now combining motherhood with working and are too busy to engage in, and watch traditional media such as television. 
C)  Many modern advertisements reflect the expanding child-nurturing roles of young fathers. 
D)  All of the above represent the changing role of genders.

Question 19

When marketing household furniture, distinguishing between smaller households of consumers who are inner-city dwellers and families in larger houses in the outer suburbs of those cities, is a form of what basis of segmentation?

Accepted Answer

A)  Demographic segmentation. 
B)  Geographic segmentation. 
C)  Psychographic segmentation. 
D)  User-related segmentation. 
A)  Demographic segmentation. 
B)  Geographic segmentation. 
C)  Psychographic segmentation. 
D)  User-related segmentation.

Question 20

Much of the change in sex roles has come about because of the continued growth in the number of dual-income households and the number of single-parent families.

Accepted Answer

A) True 
 B)False

As a basis for segmentation, social class is determined by the three variables of income, education and suburb.

Segmentation studies are designed in order to:

What is the major disadvantage of demographic market segmentation?

The challenge marketers face is to select one or more segments to target with an appropriate marketing mix. To be an effective target, a market segment should be:

Which of the following statements about microtargeting is not true?

Differentiated marketing is a highly appropriate segmentation strategy for which of the following examples?

What is market segmentation, how is it different from mass marketing and why is market segmentation important?

If a market segment meets the criteria of being identifiable, sizeable (sufficient), stable and accessible, the marketer will inevitably be interested in that segment.

Which of the following statements is not true?

A consumer's geographic location and postcode are measurable and objective factors. On the other hand, _________ consist of activities, interests and opinions, which are mostly attitudes (or cognitions) towards various issues, and cannot be classified according to standardised definitions.

A form of segmentation commonly referred to 'lifestyle analysis' which includes looking at consumers' personalities and attitudes is called:

Which of the following is an example of hybrid segmentation?

Prior to the widespread adoption of the marketing concept, mass marketing was the prevailing way of doing business with customers. The reason why the marketing concept has not been successful is due to mass marketing being a more logical strategy than market segmentation.

Segmentation based on one variable is rarely used and nearly all segmentation plans are in the form of:

________ is aggregating individual consumers into relatively small groups, based on data available about them from many different databases, and targeting them with tailor-made messages.

Within the VALS framework, the segment of achievement includes consumers who desire social or physical activity, variety or risk.

Which of the following is not one of the three primary motivations in the VALS framework?

Which of the following represents an example of the changing role of genders?

When marketing household furniture, distinguishing between smaller households of consumers who are inner-city dwellers and families in larger houses in the outer suburbs of those cities, is a form of what basis of segmentation?

Much of the change in sex roles has come about because of the continued growth in the number of dual-income households and the number of single-parent families.

The foundations of consumer behaviour

Consumer needs and motivation

Personality and self-concept

Consumer perception

Consumer learning and involvement

Consumer attitudes—attitude development and change

Social influences on consumer behaviour

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters

Exam 2: Market segmentation: segmenting, targeting and positioning for diverse

As a basis for segmentation, social class is determined by the three variables of income, education and suburb.

Segmentation studies are designed in order to:

What is the major disadvantage of demographic market segmentation?

The challenge marketers face is to select one or more segments to target with an appropriate marketing mix. To be an effective target, a market segment should be:

Which of the following statements about microtargeting is not true?

Differentiated marketing is a highly appropriate segmentation strategy for which of the following examples?

What is market segmentation, how is it different from mass marketing and why is market segmentation important?

If a market segment meets the criteria of being identifiable, sizeable (sufficient), stable and accessible, the marketer will inevitably be interested in that segment.

Which of the following statements is not true?

A consumer's geographic location and postcode are measurable and objective factors. On the other hand, _________ consist of activities, interests and opinions, which are mostly attitudes (or cognitions) towards various issues, and cannot be classified according to standardised definitions.

A form of segmentation commonly referred to 'lifestyle analysis' which includes looking at consumers' personalities and attitudes is called:

Which of the following is an example of hybrid segmentation?

Prior to the widespread adoption of the marketing concept, mass marketing was the prevailing way of doing business with customers. The reason why the marketing concept has not been successful is due to mass marketing being a more logical strategy than market segmentation.

Segmentation based on one variable is rarely used and nearly all segmentation plans are in the form of:

________ is aggregating individual consumers into relatively small groups, based on data available about them from many different databases, and targeting them with tailor-made messages.

Within the VALS framework, the segment of achievement includes consumers who desire social or physical activity, variety or risk.

Which of the following is not one of the three primary motivations in the VALS framework?

Which of the following represents an example of the changing role of genders?

When marketing household furniture, distinguishing between smaller households of consumers who are inner-city dwellers and families in larger houses in the outer suburbs of those cities, is a form of what basis of segmentation?

Much of the change in sex roles has come about because of the continued growth in the number of dual-income households and the number of single-parent families.

The foundations of consumer behaviour

Consumer needs and motivation

Personality and self-concept

Consumer perception

Consumer learning and involvement

Consumer attitudes—attitude development and change

Social influences on consumer behaviour

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters