Marketing Research and Market Segmentation Quiz

What is the definition of marketing research according to the American Marketing Association?

• The process of subdividing the market into homogeneous sub-sects of customers where any one subject is selected as market target for the application of marketing mix.

• The process of dividing a potential market into distinct sub-markets of consumers with common needs and characteristics.

• The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

• The systematic gathering, recording, and analysis of data about problems relating to the marketing of goods and services.

What are the objectives of marketing research?

• All of the above

• Improving effectiveness of promotional efforts

• Sales forecasting and market planning

• Marketing testing for a new product

What is market segmentation?

• The total market is divided into smaller parts that share common characteristics.

• The process of subdividing the market into homogeneous sub-sects of customers where any one subject is selected as market target for the application of marketing mix.

• The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

• The process of dividing a potential market into distinct sub-markets of consumers with common needs and characteristics.

According to Philip Kotler, what is market segmentation?

• The process of subdividing the market into homogeneous sub-sects of customers where any one subject is selected as market target for the application of marketing mix.

• The total market is divided into smaller parts that share common characteristics.

• The process of dividing a potential market into distinct sub-markets of consumers with common needs and characteristics.

• The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

What are the bases for tourist market segments?

• Purpose of travel (Business, leisure)

• Geography (by country, state and cities)

• All of the above

• Buyer needs and motivations

What is the unique aspect of tourism marketing?

• The customer purchases digital products

• The customer purchases intangible products

• The customer purchases physical products

• The customer purchases a series of services

What is the process of marketing mix in tourism management?

• The process of subdividing the market into homogeneous sub-sects of customers where any one subject is selected as market target for the application of marketing mix.

• The sales or marketing person insists on the positive facets of the following four components.

• The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

• The process of dividing a potential market into distinct sub-markets of consumers with common needs and characteristics.