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| 1 | |
Segmenting is: |
| | A) | Moving from mass customization to mass marketing |
| | B) | Grouping customers or prospects according to common characteristics, needs, wants, and/or desires |
| | C) | Dividing the population into demographic groups |
| | D) | Finding a distinct commonality shared by those making up a segment |
| | E) | Analyzing, evaluating, and prioritizing brand touch points |
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| 2 | |
In strategic marketing planning, targeting is: |
| | A) | Analyzing, evaluating, and prioritizing the marketing segments deemed most profitable |
| | B) | Grouping customers or prospects according to common characteristics, needs, wants, and/or desires |
| | C) | Dividing the population into demographic groups |
| | D) | Finding a distinct commonality shared by those making up a segment |
| | E) | Moving from mass customization to mass marketing |
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| 3 | |
Niche markets are: |
| | A) | Subsegments of a larger market segment |
| | B) | More homogenous than a market segment |
| | C) | Generally smaller than mass markets |
| | D) | All of the above |
| | E) | None of the above |
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| 4 | |
Profitability segmentation is a segmentation strategy that focuses on: |
| | A) | Getting customers to identify themselves as being interested in what the brand has to offer |
| | B) | Segmenting a market based on ROI from product or brand usage |
| | C) | Segmenting a market based on age, life stage, income, education, gender, etc. |
| | D) | Segmenting the market based on the benefits customers seek as the result of using the brand |
| | E) | Segmenting the market based on customer's values, attitudes, lifestyles, interests and opinions |
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| 5 | |
Demographic segmentation is a segmentation strategy that focuses on: |
| | A) | Getting customers to identify themselves as being interested in what the brand has to offer |
| | B) | Segmenting a market based on ROI from product or brand usage |
| | C) | Segmenting a market based on age, life stage, income, education, gender, etc. |
| | D) | Segmenting the market based on the benefits customers seek as the result of using the brand |
| | E) | Segmenting the market based on customer's values, attitudes, lifestyles, interests and opinions |
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| 6 | |
One of the first steps in segmentation is to: |
| | A) | Determine how much money is in the budget that can be allocated to segmentation research |
| | B) | Identify and profile profitable customers |
| | C) | Identify and profile prospective customers |
| | D) | Identify and profile the competition |
| | E) | Identify desirable new market segments |
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| 7 | |
In the U.S., how is the disposable income of ethnic segments changing in comparison to the total U.S. market? |
| | A) | Staying the same |
| | B) | Growing faster |
| | C) | Growing more slowly |
| | D) | Ethnic segments are really too small to measure accurately, so know one knows |
| | E) | None of the above |
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| 8 | |
Geodemographic segmentation is a segmentation strategy that focuses on: |
| | A) | Getting customers to identify themselves as being interested in what the brand has to offer |
| | B) | Segmenting a market based on ancestry and culture |
| | C) | Segmenting a market based on age, life stage, income, education, gender, etc. |
| | D) | Segmenting the market based on geographic and demographic data to identify residents in a particular area with specific demographic traits |
| | E) | Segmenting the market based on customer's values, attitudes, lifestyles, interests and opinions |
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| 9 | |
Relationship segmentation is a segmentation strategy that focuses on: |
| | A) | The periods in life of a person or family |
| | B) | Segmenting a market based on ancestry and culture |
| | C) | Segmenting a market based on age, life stage, income, education, gender, etc. |
| | D) | Segmenting the market based on the customer's perception of their relationship with a company and how they behave within that relationship |
| | E) | Segmenting the market based on how customers spend their time, money and live their lives |
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| 10 | |
Two tour boat operators, one offering power boat rides into the estuaries and the other offering kayak tours into the same areas, found their customers have different attitudes and interests. The tour boat operators recognize their customers are different _____________ market segments. |
| | A) | demographic |
| | B) | Benefit |
| | C) | Psychographic |
| | D) | Geodemographic |
| | E) | Cross-selling |
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