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MARKET SEGMENTATION (BMK20103)

Total questions: 100

Worksheet time: 1hrs 12mins

Name
Class
Date
1.
Customer Analysis(surveys) are a great source to study a customers buying habits.
a)
TRUE
b)
FALSE
2.
A ________analysis is based on a customers changes in attitudes, lifestyles, and opinions.
a)
Demographic
b)
Social-Cultural(Psychographics)
c)
Geographic
d)
Behavioral
3.
The change in climate of the city, where a product is being sold will affect the __________region of the marketing plan.
a)
Geographic
b)
Demographic
c)
Psychographic
d)
Telepathic
4.
___________is based on the way a customer use the product.
a)
Mass Marketing
b)
Behavioral
c)
Target Market
d)
Demographic
5.
A customers interest in playing basketball can help a marketer determine his/her ______.
a)
Psychographic criteria
b)
Geographic criteria
c)
Demographic criteria
d)
Behavioral criteria
6.
Segmentation Variable is called..
a)
Customer Characteristics
b)
Market Components
c)
Mass Marketing
d)
None of the above
7.
Chad has an interest partying every weekend this can help a marketer determine his ______.
a)
Psychographic criteria
b)
Geographic criteria
c)
Demographic criteria
d)
Behavioral criteria
8.
Knowing a customers family size can not help determine the demographics of the target market.
a)
TRUE
b)
FALSE
9.
Customer Analysis(surveys) are a great source to study a customers buying habits.
a)
TRUE
b)
FALSE
10.
A ________analysis is based on a customers changes in attitudes, lifestyles, and opinions.
a)
Demographic
b)
Social-Cultural(Psychographics)
c)
Geographic
d)
Behavioral
11.
SWOT stands for....
a)
Social Awareness Talents
b)
Social Weakness of Threats
c)
Strengths, Weakness, Opportunities, Threats
d)
None of the abobe
12.
Ms. Montford's loyalty to purchasing only coach handbags will help in determining the_____ aspect of a Market Segmentation analysis.
a)
Target Market
b)
Behavioral
c)
Demographic
d)
Geographic
13.
Money left over after paying your bills and basic living necessities is called.
a)
Disposable Income
b)
Census
c)
Discretionary Income
d)
Savings account
14.
Knowing the income of a potential customer can help you determine products' __________.
a)
Pricing
b)
Place
c)
Promotion
d)
Label
15.
India researched the target market for her hair care business and found that 50% of African-American population live in the south. If she plans to be successful she should market her business in these cities...
a)
Baltimore, Richmond, Los Angles
b)
Atlanta, Columbia, Charlotte
c)
Oklahoma, Denver, Chicago
d)
All of the above
16.
Money left over after taxes is called...
a)
Disposable Income
b)
Income Tax Check
c)
Discretionary Income
d)
Income extra
17.
A consumer attitude includes all the following..
a)
healthy eating, trend-setting, exercising
b)
shoveling snow, wearing shorts in February 
c)
purchasing from the same company all the time
d)
moving from state to state
18.
A formal written document that directs a company's activities for a specific time is a___________.
a)
Technology solution
b)
Market Target
c)
Market Summary
d)
Marketing Plan
19.

The process of dividing a market of potential customers into groups based on different characteristics is called

a)

Market Segmentation

b)

Market Analysis

c)

Demographics

d)

Consumer identification

20.

The term "Demographics" refers to

a)

Grouping potential customers based on their beliefs and preferences

b)

Grouping potential customers based on whether or not they have purchased a product in the past

c)

Grouping potential customers using statistical data such as age, race and gender

d)

Grouping potential customers based on where they live

21.

Which of these is NOT a Demographic characteristic, or a statistical way of grouping people that is tracked in the US Census?

a)

Age

b)

Household Income

c)

Race

d)

Political preference

22.

Which of these answer includes ONLY examples of demographics?

a)

Marital status, religion, ethnicity

b)

Household income, gender, race

c)

Age, geographical location, gender

d)

Race, age, hobbies

23.

Segmenting a market based on customers' attitudes, opinions, and interests is called

a)

Demographics

b)

Psychographics

c)

Geographics

d)

Market Segmentation

24.

When a business divides its market on the basis of where its customers live is called

a)

geographic segmentation

b)

demographic segmentation

c)

psychographic segmentation

d)

behavioral segmentation

25.

Segmenting a market based on customers' buying habits is an example of

a)

demographic segmentation

b)

psychographic segmentation

c)

behavioral segmentation

d)

geographic segmentation

26.

Demographics includes grouping customers based on which three of these characteristics?

a)

Marital status

b)

Gender

c)

Ethnicity

d)

Buying habits

27.

Targeting a group of potential consumers using psychographic characteristics might include using data about

a)

music preferences

b)

race

c)

age

d)

gender

28.

Targeting a group of potential consumers using geographic data might be a great idea for which types of businesses?

a)

A private school

b)

A dry cleaning business

c)

A restaurant

d)

A political candidate

29.

A business' target market includes

a)

Everyone

b)

All the people who might use a product or service

c)

The specific people that the company is aiming to reach with its marketing and sales efforts

d)

One segment of the market

30.

Which of the following groups would NOT be included in a saddle-making business' target market?

a)

Horses

b)

Horse owners

c)

Horseback riding teachers

d)

Horse trainers

31.

A description of a customer or set of customers that includes demographic, geographic, and psychographic characteristics, as well as buying patterns, is called a

a)

Market segment

b)

Target market

c)

Demographic breakdown

d)

Customer Profile

32.
Define what is meant by the term 'market segmentation'
a)
The action or activity of gathering information about consumers' needs and preferences.
b)
The splitting of the market for product or service into different parts, or segments.
33.
Define what is meant by 'target market'
a)
Group of customers at which a product or service is aimed, or targeted.
b)
Splitting the market for a product into different parts, or segments.
34.
Which of the following are methods used to segment a market?
a)
Age, religion, school you go to, eating habits and views on education
b)
Age, gender, income, location and lifestyle.
35.
How is a market segmented by 'age'?
a)
Products can be aimed specifically at males or females or both
b)
People have different hobbies and interests, which can be connected to income and location.
c)
Consumers live in different parts of the country and will have different tastes and needs.  Those living in the city might want a smaller car
d)
Age groups can be split into categories e.g. 0-10, 11-16 or 18+.  Or even by young and old
36.
How is a market segmented by 'location'?
a)
Products can be aimed specifically at males or females or both
b)
People have different hobbies and interests, which can be connected to income and location.
c)
Consumers live in different parts of the country and will have different tastes and needs.  Those living in the city might want a smaller car
d)
Age groups can be split into categories e.g. 0-10, 11-16 or 18+.  Or even by young and old
37.
How is a market segmented by 'lifestyle'?
a)
Products can be aimed specifically at males or females or both
b)
People have different hobbies and interests, which can be connected to income and location.
c)
Consumers live in different parts of the country and will have different tastes and needs.  Those living in the city might want a smaller car
d)
Age groups can be split into categories e.g. 0-10, 11-16 or 18+.  Or even by young and old
38.
How is a market segmented by 'income'?
a)
People have different hobbies and interests, which can be connected to income and location.
b)
Consumers live in different parts of the country and will have different tastes and needs.  Those living in the city might want a smaller car
c)
The population can also be divided into; low income, middle income and high income. 
d)
Age groups can be split into categories e.g. 0-10, 11-16 or 18+.  Or even by young and old
39.
Segmentation of a market is done to help with?
a)
Targeting advertising more accurately
b)
Increase the amount of products being made
c)
Improving the quality of goods being sold
d)
Making sure that workers are happy at work
40.
Which market segments would this product appeal to?
a)
Young, females, any income, any location
b)
Any age group, females, high income, living in Scotland, sporty
41.
How would you change this product so that it appealed to young males?
a)
Leave the colour as boys like this colour anyway
b)
Change the colour to blue and use different pictures to fairies, by using superheroes. 
42.
Which market segment would this product appeal to?
a)
High income, males, 18+, who enjoy fast cars
b)
Low income, young, females, who enjoy fast cars
43.
Which market segment would this product appeal to?
a)
Females, 60+, sporty, living in England, low income
b)
Males, any age, living in Scotland, any income
44.
Which market segment would this service appeal to?
a)
Females, high income, professional people who value leisure time
b)
Males and females, with/without children, middle to high income, with busy lifestyles
45.
If a business aims its advertising toward a specific group of consumers that have similar wants and needs, that group would be their _________.
a)
price
b)
supply and demand
c)
target market
d)
Marketing mix
46.
Which of the following best describes market segmentation?
a)
Dividing a large market into a smaller sub-market
b)
Selling goods for less than their production cost to maximise sales
c)
Maintaining long-term ties with customers to encourage repeat sales
d)
Identifying the consumer groups most likely to buy a business's products
47.
Which market segmentation method is selected when classifications of age, gender, income, or family size is utilized.
a)
Behaviorial
b)
Psychographic
c)
Demographic
d)
Geographic
48.
Brandon lives in the hot Nevada desert where extreme weather conditions dictate what types of products he purchases. Which method would marketers be conscious of when promoting their merchandise in the region where Brandon lives?
a)
Behaviorial
b)
Psychographic
c)
Demographic
d)
Geographic 
49.

The study and classification of people according to their attitudes, aspirations, and how they think, especially in market research

a)

Behavioristic

b)

Psychographics

c)

Demographics

d)

Marketing

50.

T/F: it is possible for a company to select more than one segment for a target market.

a)

true

b)

false

51.

Traditionally, mass marketing of a consumer product results in:

a)

the largest potential market for that product

b)

increased product prices due to the lack of differentiation and decreased competition

c)

easier channel selections

d)

fewer competitors because there are fewer markets

e)

lower profit margins

52.

The major benefit of following an undifferentiated approach is:

a)

less competition

b)

cost economies

c)

greater profit

d)

greater consumer satisfaction

e)

broad product lines

53.

A(n) ___________ market is characterized by a fairly narrowly defined market with a complete and distinct set of needs, and a willingness to pay a premium to meet those needs.

a)

local

b)

niche

c)

individual

d)

derived

e)

homogeneous

54.

Which of the following is an example of individual marketing?

a)

the customization of a computer database to meet the needs of a client company

b)

the providing of a multi-use computer database software program that will perform nearly all the operations a typical company would need it to perform

c)

the development of database software designed specifically for healthcare professionals

d)

the identification of an unserved, small group of companies who need database software and the specific marketing activities aimed at this group

e)

the use of a web site where a customer reviews a product catalog, selects what is wanted, types in modifications desired, and places an order

55.

The opposite of a market with homogeneous preference is a market with a ______________ preference.

a)

derived

b)

stratified

c)

diffused

d)

randomized

e)

clustered

56.

The first step in market segmentation is:

a)

the determination of segment profitability

b)

needs-based segmentation

c)

segment identification

d)

the use of predetermined segment attractiveness criteria

e)

segment positioning

57.

MicroFridge is a combination microwave, refrigerator, and freezer that is designed for people who are short on living space and need to make the best possible use of every inch of space they do have. MicroFridge uses a(n) ______________ segmentation strategy.

a)

user rate

b)

lifestyle

c)

family life cycle

d)

benefit

e)

occasion

58.

In Fall 2002, Sun-Rype Products stocked grocery shelves across Canada with its new Fruit & Veggie bars. Its Blueberry & Orange bar combines orange juice concentrate and dried berries with an interesting blend of squash, carrots, broccoli, and other legumes. According to the bar's category manager, fruit and veggies are among the top 10 items consumers want to snack on. This product is the first to offer the health benefits of both. The combination of fruits and vegetables is the product's:

a)

brand identity

b)

maximarketing strategy

c)

unique selling proposition

d)

integrated marketing

e)

preemptive position in the mind of its users

59.

Which of the following statements is true about positioning strategies?

a)

not all products can be differentiated.

b)

a product that is not positioned as superior, distinctive, preemptive, or affordable will succeed if it is implemented correctly.

c)

the end result of positioning is the successful creation of a market-focused value proposition.

d)

positioning strategies must stress real benefits or they will fail.

e)

all brand differentiation strategies are meaningful and worthwhile.

60.

A small, private college advertises that, "Students will receive a Harvard quality education for a state university tuition." This is an example of _________________ positioning.

a)

quality/price

b)

benefit

c)

competitor

d)

use/application

e)

product category

61.

The "four P's" of a marketing mix are:

a)

Product, Price, Profit, Promotion

b)

People, Product, Place, Promotion

c)

Promotion, Production, Price, Place

d)

Product, Price, Place, Promotion

e)

Profit, Place, Price, Product

62.

The process of classifying people who forma given market into even smaller groups is called:

a)

market development

b)

mass marketing

c)

consumer market

d)

macro-marketing

e)

market segmentation

63.

When Campbell's makes nacho cheese soup for Texas and Cajun gumbo soup for Louisiana, what kind of segmentation is it practicing?

a)

Geographic

b)

Psychographic

c)

Behavioral

d)

Demographic

e)

Political

64.

Which segmentation method is NOT considered to be in the category of "psychographic segmentation"

a)

beliefs

b)

personality

c)

occupation

d)

lifestyle

e)

Interests

65.

If a firm were to obtain information about light, medium, and heavy users of a product or service, what kind of segmentation would they be practicing?

a)

Geographic

b)

Behavioral

c)

Demographic

d)

Psychographic

e)

Geodemographic

66.

Which way is NOT a major variable for segmenting a market?

a)

Geographic

b)

Demographic

c)

Behavioral

d)

Moods

e)

Psychographic

67.

A menswear store has decided to segment its market based on gender, income, and occupation. Which of the following would appropriately describe their form of segmentation?

a)

Geographic Segmentation

b)

Demographic Segmentation

c)

Benefit Segmentation

d)

Behavioral Segmentation

e)

Psychographic Segmentation

68.

The Corner Coffee Shop, a local coffee shop which also sells breakfast and lunch sandwiches and sundries, wants to divide its entire market into different groups. One group is for those who like regular coffee, another for those who want food and coffee, and so on. They want to develop a different marketing mix for each of these groups. This process of dividing consumers into different groups with similar needs is called:

a)

Positioning

b)

Market

c)

Segmenting

d)

Combining

e)

Marketing

69.

Carefully arranging for a product or service to occupy a clear, distinctive, and desirable place relative to competing products or services in the minds of target consumers is called...

a)

mass marketing

b)

target marketing

c)

market segmentation

d)

green marketing

e)

positioning

70.

All of these are considered to be major variables for segmenting markets EXCEPT...

a)

Geographic

b)

Demographic

c)

Behavioral

d)

Moods

e)

Psychographic

71.

In the overall Target Marketing process, when does positioning take place

a)

First Step

b)

Middle Step

c)

Third Step

d)

None of the other answers are correct

72.

A product's position is defined as "The way a product is defined by consumers based on important__________________.

a)

Product attributes

b)

Product warnings

c)

Product safety recalls

d)

Product extensions

73.

As the saying goes..."Products are created in a factory, but brands are created____________________.

a)

One at a time

b)

In the laboratory

c)

In the mind

d)

Upstairs

74.

The place a product occupies in a consumer's mind is always relative to_________________.

a)

Its price

b)

Its color

c)

Competing products

d)

Marginal utility

75.

Consumers organize products into categories and ______________them in their ____________.

a)

Positions, preference lists

b)

Purchases, minds

c)

Purchases, preference lists

d)

Positions, mind

76.

Consumers are __________________with information about products and services.

a)

Enlightened

b)

Overloaded

c)

Provided

d)

None of the other asnwers are correct

77.

The goal of market positioning is to position a product for _________________.

a)

Lowest price

b)

Lowest cost to make

c)

Competitive price

d)

Competitive advantage

78.

Who really positions products?

a)

Store managers

b)

Consumers

c)

Marketers

d)

Regulaory agencies

79.

Competitive advantage means that your product's attributes are _____________ the competition.

a)

Better than

b)

Equal to

c)

Almost as good as

d)

None of the other answers are correct.

80.

Which of the following is not a positioning strategy?

a)

Identify competititve advantages

b)

Effectively communicate competitive advantages

c)

Choose the correct competitive advantages

d)

Identify psychographic variables

81.

What must a marketer understand about consumers better than the competition does?

a)

Customer needs and wants

b)

Customer demographics

c)

Customer tolerance to price changes

d)

None of the other answars are correct.

82.

A solid competitive advantage depends on a customer being ablle to________________the company's offerings from those of the competition.

a)

Articulate

b)

Differentiate

c)

Separate

d)

Filter

83.

In addition to being able to understand the customer's needs and wants better than the competition, successful positioning depends on being able to_______________those needs and wants better than the competition.

a)

List

b)

Enumerate

c)

Separate

d)

Satisfy

84.

Which of the following is not a point of differentiation?

a)

Product

b)

Service

c)

People

d)

Channels

e)

All of the other answers are points of differentiation

85.

In which phase of the product purchase process can a product be differentiated?

a)

All points of the purchase process

b)

Purchase decision

c)

Actual purchase

d)

Research

86.

In what way can a company enhance the "Service" portion of a product's positioning?

a)

Lower the price

b)

Increase the price

c)

Improve a product's image

d)

Improve the company's customer service department

87.

Of the following products, which has the least amount of differentiation?

a)

Volvo

b)

Whirlpool

c)

Bose

d)

Perdue

88.

Market Positioning is __________________when the product is more differentiated.

a)

Easier

b)

Harder

c)

No different

d)

None of the other answers are correct

89.

People tend to position products because they don't want to _____________products every time they make a purchase decision.

a)

Try

b)

Taste

c)

Reevaluate

d)

Reimagine

90.

Market positioning is done within a ________________.

a)

Week

b)

Segment

c)

Year

d)

Product line

91.

The ability to deliver superior value is largely dependent on a product's ________________________.

a)

Competitive adventage

b)

Positioning strategy

c)

Place on the differentiation continum

d)

None of the other answers are correct

92.

When plotting a car's position on a graph the X & Y axis can be _________________&________________________.

a)

Economy, safety

b)

Luxury, Price

c)

Performance, luxury

d)

All of the answers are correct.

93.

When plotting a car's position on a graph the X & Y axis can be _________________&________________________.

a)

Fuel economy, price

b)

Luxury, safety

c)

Style, performance

d)

All of the answers are correct.

94.

When plotting a food establishment's position on a graph the X & Y axis can be _________________&________________________.

a)

Food quality, service

b)

Luxury, safety

c)

Style, performance

d)

All of the answers are correct.

95.

_____ means different from anything else.

a)

Demographics

b)

Defensible

c)

Differentiated

d)

Target

96.

The worst type of differentiation is __

a)

quality service

b)

defensible

c)

Price match

d)

patent your product

97.

When it is hard for your company's competition to copy what’s different and better about your business.

a)

quality service

b)

price match

c)

defensible

d)

demographics

98.

A _____ offers legal protection to an inventor and excludes others from making and selling copies of the protected invention.

a)

target market

b)

patent

c)

pro forma

d)

differentiated offering

99.

A _____ is a particular group of consumers at which a product or service is aimed.

a)

target market

b)

differentiated offering

c)

pro forma

d)

patent

100.

Identifying your target market makes it easier and more cost effective to ______.

a)

appeal to everyone

b)

sell your products to the masses

c)

reach your potential customers

d)

push away unnecessary customers

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