Deck 4: Market Segmentation, Targeting and Positioning

Question 1

Festive Flowers have a number of shops, each of which serves a specific area. What type of market segmentation base are they using?

A) Demographics
B) Mediagraphics
C) Geodemographics
D) Geographic
E) Aerial

Answer 1

D

Question 2

What is the term for segmentation systems such as ACORN and MOSAIC that have analysed the UK population by postcode?

A) Geographic
B) Mediagraphics
C) Geodemographics
D) Marketing information databases
E) Population census

Answer 2

C

Question 3

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

A) Gender
B) User status
C) Income
D) Socio-economic class
E) Personality

Answer 3

B

Question 4

What does SIC stand for?

A) Socio income class
B) Special individual category
C) Social inequality cause
D) Seller's insurance class
E) Standard industry classification

Question 5

John and Joan are both 68 and retired. Their children have long since left home and now have families of their own. Which stage of the family life cycle are John and Joan likely to be in?

A) Full nest I
B) Full nest II
C) Full nest III
D) Empty nest I
E) Empty nest II

Question 6

In the STP five-stage process, what follows on from stage two, identify market segments?

A) Profile customers/consumers
B) Identify the total market
C) Select target market
D) Position against competing brands
E) Identify positions of competing brands.

Question 7

What is the marketing term for how a target market perceives a brand in relation to competing brands?

A) Positioning
B) Perceptual mapping
C) Targeting
D) Segmentation
E) Profiling

Question 8

There are five principal characteristics that will make a market segment particularly attractive for targeting. Four of these are: 1) it has sufficient current and potential sales and profits, 2) it has the potential for sufficient future growth, 3) it does not have excessive barriers or costs to entry or exit, and 4) it has some relatively unsatisfied needs that the company can serve particularly well. What is the fifth?

A) It does not comprise of difficult customers
B) It is not overly competitive
C) It is well documented
D) It is well established
E) Other companies are already making good profits there

Question 9

What is a perceptual map used to assess?

A) Audiences' degrees of selective attention
B) How much customers/consumers remember about an advert
C) Customer/consumer perceptions of competing brands
D) Relative brand equity
E) Differing perceptions of the brand's packaging

Question 10

What is the marketing term for a relatively small, well defined and very focused target market?

A) A customised market
B) A targeted market
C) A gap in the market
D) A niche market
E) A corner of the market