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Multiple Choice Quiz: Marketing Segmentation, Targeting and Positioning Chapter - 4

This document contains a 25 question multiple choice quiz about marketing segmentation, targeting, and positioning. The quiz covers topics such as the definitions of key terms like market segmentation, target marketing, and positioning. It also asks questions about different types of segmentation variables and bases, such as demographic, psychographic, behavioral, and geographic segmentation. Finally, it addresses the STP marketing process and criteria for defining effective market segments.

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4K views7 pages

Multiple Choice Quiz: Marketing Segmentation, Targeting and Positioning Chapter - 4

This document contains a 25 question multiple choice quiz about marketing segmentation, targeting, and positioning. The quiz covers topics such as the definitions of key terms like market segmentation, target marketing, and positioning. It also asks questions about different types of segmentation variables and bases, such as demographic, psychographic, behavioral, and geographic segmentation. Finally, it addresses the STP marketing process and criteria for defining effective market segments.

Uploaded by

Husain AD
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Multiple Choice Quiz

Marketing Segmentation, Targeting and Positioning


CHAPTER - 4
Take the quiz test your understanding of the key concepts covered in the chapter. Try testing
yourself before you read the chapter to see where your strengths and weaknesses are, then
test yourself again once you’ve read the chapter to see how well you’ve understood.

1. Markets are product groupings. True or false?

True

False

Answer:

False

2. ‘Customer’ and ‘consumer’ mean the same thing. True or false?

True

False

Answer:

False

3. If they are homogeneous, it means that customers are likely to respond in similar ways to
marketing mix elements. True or false?

True

False

Answer:

True
4. ‘Benefits sought’ can be used to segment both consumer and business markets. True or false?

True
False

Answer:

True

5. ‘Adopter type’ can be classed as a demographic variable. True or false?

True

False

Answer:

False

6. What is the term for the process of dividing a total market into subgroups so that each group
consists of buyers and users who share similar characteristics, but who are different from those in
the other groups?

a. market subdivision
b. market targeting
c. market positioning
d. market segmentation
e. niche marketing

Answer:

d. market segmentation
7. What is undifferentiated marketing?

a. classless marketing
b. niche marketing
c. target marketing
d. mass marketing
e. custom marketing

Answer:

d. mass marketing

8. Lifestyle is an example of which type of segmentation variable?


a. psychographics
b. demographics
c. usage
d. geo-demographics
e. behavioural

Answer:

a. psychographics

9. Loyalty status is an example of which type of segmentation variable?

a. psychographics
b. demographics
c. usage
d. geo-demographics
e. behavioural

Answer:

e. behavioural

10. What are the criteria for designing workable marketing segments?

a. specific, measurable, achievable, relevant and timed


b. measurable, heterogeneous, homogeneous, substantial, operational and accessible
c. measurable, heterogeneous, homogeneous, specific and organisational
d. substantial, marketable, accessible, realistic and targetable
e. heterogeneous, achievable, substantial, measured, targeted and timed

Answer:

b. measurable, heterogeneous, homogeneous, substantial, operational and accessible

11. 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:

d. geographic

12. 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:

c. geodemographics
13. 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:

b. user status
14. 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

Answer:

e. standard industry classification

15. 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

Answer:

e. empty nest II
16. In the STP five-stage process, what follows on from stage two, identify market segments?

a. profiling customers/consumers
b. identifying the total market
c. selecting target market
d. positioning against competing brands
e. identifying positions of competing brands.

Answer:

c. selecting target market

17. 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

Answer:

a. positioning
18. 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.
Answer:

b. It is not overly competitive.


19. 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

Answer:

c. customer/consumer perceptions of competing brands

20. 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

Answer:

d. a niche market

21. Geographic, which is based on location, and ______ segmentation, which is based on
population characteristics, are probably the most widely used forms of segmentation.

Answer:

demographic

22. ACORN stands for a classification of ______ neighbourhoods.

Answer:

residential

23. VALS is a ______ segmentation model.

Answer:

psychographic
24. Targeting two or more market segments, and delivering a different marketing programme to
each, would be a ______ targeting strategy.

Answer:

differentiated

25. The brand’s ______ is the place a brand is perceived to occupy in the minds of the target market
relative to competing brands.

Answer:

positioning

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