Market Segmentation

The key advantage of mass marketing, as compared to market segmentation, is:

• brand building

• economies of scale

• customer engagement

• customer understanding and being close to the customer

• market responsiveness

Market segmentation is defined as dividing a market into smaller segments with distinct needs, characteristics, or behaviors that require ____

• separate management teams

• unique pricing points

• careful attention and planning

• separate marketing strategies and marketing mixes

• environmental analysis

Loyalty status is a segmentation approach that would be considered to belong to which main segmentation base?

• Geographic

• Demographic

• Psychographic

• Behavioral

• Benefit

If a firm considered that cultural factors were important in their marketing, then which major segmentation base would probably be most appropriate for them?

• Geographic

• Demographic

• Psychographic

• Behavioral

• Benefit

Colgate toothpaste offers a broad range of toothpaste products – for sensitive teeth, teeth whitening, for cavity protection, and so on – therefore they appear to be using what form of segmentation?

• Geographic

• Demographic

• Psychographic

• Behavioral

• Benefit

In terms of evaluating market segments on a criteria, each segment identified should be relatively unique as compared to other segments. This would meet the criteria of:

• Measurable

• Differentiable

• Accessible

• Actionable

• Substantial

If a market segmentation approach identifies several segments that are not differential or actionable, then the recommendation would be to:

• Implement a niche marketing approach

• Move to mass marketing

• Consider another market

• Pursue the most attractive segment

• Combine some of these market segments

If a bakery sells gluten-free breads and cakes for people on restricted diets and other health conscious customers that they are adopting what approach to market targeting?

• Mass marketing

• Differentiated marketing

• Concentrated marketing

• Niche marketing

• One-to-one marketing

Typically, product positioning should include both points-of-difference, as well as points-of- ______

• Competitive advantage

• Parity

• Differentiation

• Pricing

• Product

The biggest challenge in repositioning a brand is:

• Improving the products

• Changing the marketing communications

• Manufacturing the product and shipping it logistically

• Responding to competitor’s likely actions

• Changing consumer attitudes and knowledge