Chapter 4 Segmentation, Targeting and Positioning

What is market?

• set of actual buyers of a product or services

• set of potential buyer of a product or services

• set of actual and potential buyer of a product or services

• set of products without need and demand

By ______________ the market and having several shower gel such as Safi, Gevenne, Aiken and New & Trendy, Wipro Unza has attractive offering for consumers in all preference groups.

• positioning

• segmenting

• targeting

• researching

When Dutch Lady targets different group such as 1 to 3 years, 4 to 6 years and above six years for their milk products they are practicing ______________ segmentation.

• income

• gender

• age and life cycle

• product life cycle

Yamaha Motor producing motorcycles and snowmobiles by identify the needs and preferences of the local climates. They are segmenting their product based on ____________ segmentation.

• Behavioral

• Demographic

• Psychographic

• Geographic

___________ segmentation divides buyer into different group based on social class, lifestyle and personality characteristics.

• Geographic

• Behavioral

• Psychographic

• Demography

This type of segmentation centers on the use of the word when, such as when consumers get idea to buy, when they actually make their purchase, when they use the purchase item. What do marketers call this?

• Demographic

• Occasions

• User rate

• Consumer loyalty

Nestle producing Nescafe 3 in 1 Mild, Rich and Original which each offer different caffeine contents. Nestle segmenting their product based on __________.

• User status

• User rate

• occasions

• consumer loyalty

Market can be segmented into group of non users, ex-user, first time users and regular users of a product. This method of segmentation is call _________.

• user rate

• user benefit

• user status

• user process

Which of the following is not considered as one of the requirement for effective segmentation?

• Accessible

• Actionable

• Differentiable

• Considerable

When the market segments can be effectively reached and served, they are said to process the requirement of being __________ .

• Accessible

• Measurable

• Actionable

• Substantial