Deck 6: Segmentation, Targeting and Positioning

Question 1

What is segmentation?

A) The process of choosing which products to make.
B) The process of dividing customers into groups with similar needs.
C) The process of avoiding competitors.

Answer 1

The process of dividing customers into groups with similar needs.

Question 2

Which of the following is NOT one of the tests of a good segment?

A) Measurability.
B) Accessibility.
C) Profitability.

Answer 2

Profitability.

Question 3

What is an identifier segmentation variable?

A) One which identifies which customers belong in the segment.
B) One which helps categorise customers before any business has been done with them.
C) One which helps categorise customers after we have started doing business with them.

Answer 3

One which helps categorise customers before any business has been done with them.

Question 4

What is a response profile?

A) A method of identifying which customers belong in the segment.
B) A method of categorising customers before any business is done.
C) A method of categorising customers after we have started doing business with them.

Question 5

What is NAICS?

A) The North American Industrial Classification System.
B) The North Atlantic Industry Coding Society.
C) The New American Intelligent Coding System.

Question 6

Which of the following is NOT part of Freytag and Clarke's segment selection process?

A) Future attractiveness.
B) Firm strategy.
C) Competitive position.

Question 7

What is undifferentiated marketing?

A) Trying to do exactly what the competitors do.
B) Trying to serve all market segments with the same marketing mix.
C) Trying to serve one market segment only.

Question 8

What is positioning?

A) Developing a theme which provides a meaningful distinction for customers.
B) Ensuring that the product is in the right distribution chain.
C) Ensuring that the product is in the right markets.

Question 9

When would a firm undertake re-positioning?

A) When the product is in the wrong distribution chain.
B) When competitor pressure or customer indifference dictates.
C) When the product is in the decline phase of the product lifecycle.

Question 10

What is concentrated marketing?

A) Concentrating on a specific marketing campaign.
B) Concentrating on a narrow product range.
C) Concentrating on one segment.