Question 1

Which form of segmentation attempts to group people according to their way of living, as reflected in their activities, interests and opinions?

Accepted Answer

A) Personality 
B) Lifestyle 
C) Attitudinal 
D) Peer

Question 2

Social class has the disadvantage of being fairly hard to measure and is used for media readership and viewership profiles.

Accepted Answer

A) True 
 B)False

Question 3

When market segmentation reveals several potential targets, and specific marketing mixes are be developed to appeal to all or some of the segments, this is called which of the following?

Accepted Answer

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

Question 4

Which of the following statements is true?

Accepted Answer

A) Repositioning may be necessary as market opportunities and threats develop 
B) Repositioning may not be necessary when you have a well established brand 
C) Repositioning requires you to change your product 
D) Repositioning requires good sales staff getting the most optimal shelf space for their brands

Question 5

A "perceptual map" is which of the following?

Accepted Answer

A) A visual representation of consumer perceptions of the brand and its competitors using attributes (dimensions) that are important to consumers 
B) A visual representation of distributors' perceptions of how a consumer's decision making process works 
C) A layout of how a consumer processes advertising, used in the creative planning of advertisements 
D) A layout of an effective supermarket store, used in retailing, to assist in the positioning of products

Question 6

When a company evaluates each segment and decides on which one to serve, this is called which of the following?

Accepted Answer

A) Segment marketing 
B) Segmentation marketing 
C) Target marketing 
D) Choice marketing

Question 7

A single target segment is sometimes called which of the following?

Accepted Answer

A) A focus 
B) A niche 
C) A division 
D) An area

Question 8

Why is market segmentation carried out?

Accepted Answer

A) To break down large markets into smaller markets 
B) Provides an opportunity to surpass competitors 
C) By grouping together customers with similar needs, it provides a commercially viable method of serving these customers 
D) Allows the achievement of greater market share

Question 9

Intangible repositioning involves which of the following?

Accepted Answer

A) Changing the product and targeted market segment 
B) Retaining the product but changing the market segment the company aims for 
C) Retaining the product and the market segment but changing the brand's image 
D) None of the above

Question 10

Which of the following is a key determinant of successful positioning?

Accepted Answer

A) Competitiveness 
B) Consumer 
C) Consistency 
D) All of the above

Question 11

When a company's product is changed but the target market remains the same, then this is an example of a company practising which of the following?

Accepted Answer

A) Tangible repositioning 
B) Technological repositioning 
C) Product repositioning 
D) Promotional repositioning

Question 12

Successful positioning is often associated with products and services possessing favourable connotations in the minds of customers

Accepted Answer

A) True 
 B)False

Question 13

A psychographic map is a visual representation of consumer perceptions of the brand and its competitors using attributes (dimensions) that are important to consumers.

Accepted Answer

A) True 
 B)False

Question 14

Segments must be large enough to be _______ to serve. There must be a gap in the market that will allow the company to earn a return.

Accepted Answer

A) accessible 
B) clear 
C) profitable 
D) consistent

Question 15

How may a large organization differ from a medium and small organization?

Accepted Answer

A) May have greater order potential 
B) May have more formalized buying and management processes 
C) May have increased specialization of function 
D) All of the above are reasons why an organization may differ

Question 16

To determine whether a company has properly segmented its markets, five criteria are usually considered - are the segments effective, measurable, accessible, actionable and _______.

Accepted Answer

A) addressable 
B) manageable 
C) personal 
D) profitable

Question 17

When marketers are repositioning they have a choice of four options: image, product, intangible and tangible repositioning.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following are the four key elements to a successful positioning strategy?

Accepted Answer

A) Credibility, Combination, Collaboration and Competitiveness 
B) Credibility, Clarity, Consistency and Competitiveness 
C) Combination, Clarity, Charming and Concise 
D) Clear, Consistency, Central and Customs

Question 19

Which type of company is likely to claim to be able to deploy customized marketing?

Accepted Answer

A) Industrial manufacturer 
B) Online retailer 
C) Offline wholesaler 
D) All of the above

Question 20

Which of the following is an example of a behavioural segmentation variable?

Accepted Answer

A) Lifestyle 
B) Personality 
C) Purchase occasion 
D) Demographics

Exam 5: Market Segmentation, Targeting and Positioning

Which form of segmentation attempts to group people according to their way of living, as reflected in their activities, interests and opinions?

Social class has the disadvantage of being fairly hard to measure and is used for media readership and viewership profiles.

When market segmentation reveals several potential targets, and specific marketing mixes are be developed to appeal to all or some of the segments, this is called which of the following?

Which of the following statements is true?

A "perceptual map" is which of the following?

When a company evaluates each segment and decides on which one to serve, this is called which of the following?

A single target segment is sometimes called which of the following?

Why is market segmentation carried out?

Intangible repositioning involves which of the following?

Which of the following is a key determinant of successful positioning?

When a company's product is changed but the target market remains the same, then this is an example of a company practising which of the following?

Successful positioning is often associated with products and services possessing favourable connotations in the minds of customers

A psychographic map is a visual representation of consumer perceptions of the brand and its competitors using attributes (dimensions) that are important to consumers.

Segments must be large enough to be _______ to serve. There must be a gap in the market that will allow the company to earn a return.

How may a large organization differ from a medium and small organization?

To determine whether a company has properly segmented its markets, five criteria are usually considered - are the segments effective, measurable, accessible, actionable and _______.

When marketers are repositioning they have a choice of four options: image, product, intangible and tangible repositioning.

Which of the following are the four key elements to a successful positioning strategy?

Which type of company is likely to claim to be able to deploy customized marketing?

Which of the following is an example of a behavioural segmentation variable?