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1 | |
Which of the following are the three broad groups of consumer segmentation criteria?
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| | A) | Geographic, demographic and behavioural variables
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| | B) | Behavioural, psychographic and profile variables
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| | C) | Behavioural, demographic and profile variables
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| | D) | Psychographic, demographic and behavioural variables
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| | E) | Psychographic, sociological and geographic variables
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2 | |
What is the purpose of segmentation?
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| | A) | To identify differences in behaviour that have implications for marketing decisions
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| | B) | To identify the most profitable consumer segments
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| | C) | To target segments that are not targeted by competitors
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| | D) | To target segments which match our product/service attributes
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| | E) | To target and identify segments which are not catered for at all
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3 | |
In the UK social class is usually measured according to which of the following?
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| | A) | Occupation
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| | B) | Wealth
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| | C) | Background
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| | D) | Education
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| | E) | Residence
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4 | |
Which of the following is not a useful base for segmenting organisational markets?
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| | A) | By industry
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| | B) | By geographic location
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| | C) | By individuals within a DMU
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| | D) | By purchasing organisation
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| | E) | All of the above are useful bases for segmenting organisational markets
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5 | |
A company who develops a single marketing mix for the whole market and doesn’t segment the market uses which of the following marketing strategies?
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| | A) | Niche Marketing
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| | B) | Differentiated Marketing
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| | C) | Undifferentiated Marketing
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| | D) | Customised Marketing
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| | E) | Focused Marketing
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6 | |
A differentiated target marketing strategy exploits which of the following?
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| | A) | Exploits the differences between marketing segments
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| | B) | Exploits the differences between competitors prices
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| | C) | Exploits the apathy of consumers
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| | D) | Exploits the new trends, fads and fashion
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| | E) | Exploits consumer’s value consciousness
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7 | |
A target market is sometimes called which of the following?
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| | A) | A focus
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| | B) | A niche
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| | C) | A division
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| | D) | An area
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| | E) | A sector
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8 | |
Positioning is a choice of which of the following?
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| | A) | Retailer choice & store layout
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| | B) | The target market & marketing assets
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| | C) | The target market & differential advantage
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| | D) | Price & quality
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| | E) | None of the above
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9 | |
Which type of differentiation arises from unique, valued images created by advertising, or superior service provided by salespeople?
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| | A) | Market differentiation
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| | B) | Service differentiation
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| | C) | Advertising differentiation
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| | D) | Sales differentiation
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| | E) | Promotional differentiation
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10 | |
Product differentiation develops from which of the following?
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| | A) | Develops from creating memorable, original promotions campaigns that help create a distinctive brand image
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| | B) | Develops from continual new product development process
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| | C) | Develops from the offering superior, value for money products
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| | D) | Develops from adding features that give customers benefits that rivals cannot match
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| | E) | Develops from creating products which are technologically superior
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11 | |
Which of the following is a useful tool for determining the position of a brand in the marketplace?
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| | A) | Perceptual map
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| | B) | Mind map
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| | C) | Positioning map
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| | D) | Segmentation map
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| | E) | Psychographic map
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12 | |
Market attractiveness is function of which of the following?
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| | A) | Market attractiveness is a function of the market potential of a segment and the level of competition in that segment
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| | B) | Market attractiveness is a function of the level of competition in that segment
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| | C) | Market attractiveness is a function of the market potential of a segment
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| | D) | All of the above
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| | E) | None of the above
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2002 A McGraw-Hill Online Learning Centre