Worksheets5.2 Segmentation
Total questions: 15
Worksheet time: 8mins
Which of following best describes the term segmentation?
The elements which influence whether a customer buys a product
The proportion of total market sales sold by one business
Dividing the market into different groups based on needs and wants
The process of gathering and analysing data from the market place
Which of the following is a disadvantage to a business of segmentation?
Costly mistakes are avoided
Customer segments, once identified, can be hard to reach
Sales can be increased
Helps to select the correct marketing mix
Which of the following is a type of segmentation based on how much a customer earns?
Gender
Age
Location
Income
Which of the following are possible benefits of identifying and satisfying customer needs?
Decrease in sales and increase in competitiveness
Increase in sales and decrease in competitiveness
Decrease in sales and decrease in competitiveness
Increase in sales and increase in competitiveness
Which element of the marketing mix will a business be focussed upon if customer
preferences in terms of colour and features of a product are successfully identified?
Price
Product
Promotion
Place
The target market of a Caribbean cruise ship holiday is retired couples aged 65 years and
over. This is an example of segmentation according to:
Income and gender
Age and location
Occupation and age
Gender and location
Which of the following is a benefit to a business of segmenting the market?
Prices are more likely to be set that customers are prepared to pay
Products may have to be withdrawn from the market
Brand name may be damaged
Profits may be reduced due to low sales
Which of the following is an example of a business segmenting the market based on
income?
A cake aimed at consumers with specific dietary requirements
A fragrance aimed at male consumers
A package holiday aimed at consumers under 30 years of age
A car aimed at high earning consumers
M&S sells clothes aimed at males, females, adults and children. This is an example of
segmentation according to:
Income and personality
Age and income
Location and income
Age and gender
Discount supermarkets, such as Aldi and Lidl, are most likely to segment the market
according to:
Gender
Age
Income
Personality
Which of the following statements is true in relation to segmentation?
Some businesses attempt to reach all market segments
Segmentation will ensure businesses are successful
Once segments have been identified, they are easy to reach
It is easy to predict, measure and segment the market
A business manufactures and sells breakfast cereal bars. Which type of segmentation
would the business most likely use?
Location
Lifestyle
Gender
Personality
Jaguar Land Rover sell cars worldwide and adapts vehicles according to each market, for
example, by producing both left and right hand drive vehicles. This is an example of
segmentation according to:
Income
Gender
Age
Location
Which of the following are possible drawbacks to a business of failing to identify and satisfy
customer needs?
Costly mistakes are made and the incorrect marketing mix is selected
Avoids costly mistakes and the incorrect marketing mix is selected
Costly mistakes are made and the correct marketing mix is selected
Avoids costly mistakes and the correct marketing mix is selected
CBeebies, a BBC television network aimed at children under 6 years old, is aimed at a
segment based upon:
Gender
Location
Age
Income
