STDP

Which of the following is not a basis for segmenting consumer markets?

• Demographic

• Technological

• Psychographic

• Geographic

In market targeting, what is meant by 'Accessible' in the context of effective segmentation criteria?

• The segment should be able to afford the product

• The segment is open to new products and innovations

• The market segment can be effectively reached and served

• The market segment should have ample technological resources

What is the highest level of market segmentation?

• Individual marketing

• Full market coverage

• Single segment concentration

• Full market coverage

What is essential for a brand association to function as a point-of-difference (POD)

• It should be similar to category points-of-parity

• It should be common across competitors

• It must be desirable to the consumer

• It must be difficult to maintain over time

What is the marketing term for how a target market perceives a brand in relation to competing brands?

• 1. Targeting

• 1. Positioning

• 1. Segmentation

• 1. Perceptual mapping

What approach is used by market followers in a competitive industry?

• Specialize in serving only one niche market

• Focus primarily on attacking the market leader

• Constantly innovate to redefine the market

• Copy or improve the leader’s products and services

In the context of effective brand positioning, what is a value proposition

• The cost-benefit analysis of a marketing campaign

• A reason why the target market should buy the product

• A financial plan presented to potential investors

• A strategic tool used in competitive analysis

What is undifferentiated marketing?

• Custom marketing

• Niche marketing

• Target marketing

• Mass marketing