quiz 7

What segmentation base does benefit-seeking characteristic (variable) belong to?

• Demographic

• Behavioral

• Psychographic

• Geographic

• Attitudinal

_________________defined Market segmentation as adjusting market offerings in various ways to more closely meet the requirements of different customers.

• Kotler (1980)

• Smith (1956)

• Hooley (1970)

• Baker (1992)

• Piercy (1998)

To choose an effective competitive differentiation, a firm need to ensure that chosen difference should be important, distinctive, ___________, communicable, affordable and profitable.

• inimitable

• superior

• sophisticated

• persuasive

• emotional

The ACORN segmentation system is based on population census data and classifies residential neighborhoods into 36 types within 12 main groups. The groupings reflect neighborhoods with similar characteristics. This method is based on __________base.

• Geo-psychographic

• Lifestyles and values

• Psycho-demographic

• Geo-demographic

• Behavioral-demographic

Because of the presence of particularly large individual customers in many business markets _____________ is often employed.

• 
  Benefit-based segmentation

• 
  usage-based segmentation

• 
  background-based segmentation

• Geography-based segmentation

• 
  attitude-based segmentation

Segmenting a market should commence by looking for different use/benefit segments called first-order segmentation. Second-order segmentation is used to improve the ability of the company to tailor the ____________ within a first-order segment

• 
  product

• marketing mix

• price

• distribution

• communication

Underlying requirements for market segmentation include: a. Customers must differ from one another in some important respect; b. Segment targets can be identified by ____________ characteristics; c. Selected segments should be isolated from the remainder of the market.

• 
  behavioral

• measurable

• demographic

• 
  psychographic

• geographic

There are a great many potential bases for segmentation in consumer and business markets, Arguably the segmentation approach closest to extending the marketing concept is _____________ segmentation originally suggested nearly 50 years ago by Haley (1968)

• behavioral

• use/benefit

• 
  Personality

• 
  Lifestyles

• Demographic

The background customer characteristics can rarely explain brand choice behavior. They are essentially descriptive in nature. They describe who the consumer is, but they do not uncover the basic reasons ________ the consumer behaves as they do

• How

• Where

• What

• why

• When

One way of describing the firm’s competitive positioning is the concept of the ______________ – the promise made to customers that encapsulates the position we wish to take compared with competitors

• value proposition

• positioning statement

• 
  c.

  competitive edge

• competitive advantage

  
  

• market offering