WorksheetsSegmentation, Targeting & Positioning
Total questions: 25
Worksheet time: 14mins
These are the reasons why Marketers can't appeal to the same buyers EXCEPT;
buyers are too numerous.
buyers are too widely scattered.
buyers have different needs and preferences.
buyers have same personalities and lifestyles.
'A set of buyers sharing common needs or characteristics that the company decides to serve’. This statement refers to______.
market
target market
consumer
consumer behaviour
'The set of all actual and potential buyers of a product or service’. This statement refers to _______.
market
target market
marketers
consumer behaviour
A business will offer the same products to all consumers and promote them in almost the same way. This refers to>>>>.
mass Marketing
niche marketing
concentrated marketing
__________ involves marketer aiming product at a particular, often tiny, segment of a market.
Mass marketing
Niche marketing
Undifferentiated marketing
“The act of dividing the markets into specific groups of consumers/buyers who share common needs and who might require separate products/and or marketing mixes”. This is the definition of _____.
segmentation
targeting
positioning
demographic
“The act of developing measures of segment and selecting one or more of the market segments to enter” is the definition of _____.
segmentation
targeting
positioning
demographic
“The act of designing an offer so that it occupies a distinct and valued place in the minds of the target customers” is the definition of _______.
segmentation
targeting
positioning
demographic
Geographical segmentation is dividing a market into different units such as ____________.
age, gender and income
race, religion and family status
states, regions and cities
user status, usage rate and loyalty status.
These are the bases of demographic segmentation, EXCEPT _______.
density
gender
occupation
family characteristics
Segmenting the market based on the consumers' economic situation is also known as _________ segmentation.
loyalty status
income
gender
usage rate
OCEAN segmentation is segmenting the market based on their personality. OCEAN stands for ____________.
openness, conscientiousness, energetic, agreeableness and narcissistic.
openness, casual, extraversion, ambitious and neurotism.
openness, conscientiousness, extraversion, agreeableness and neurotism.
obedient, conscientiousness, extraversion, agreeableness and neurotism.
___________ segmentation is the process of dividing a market of potential buyers into different groups of people with similar ways of living.
lifestyle
personality
demographic
behavioural
__________ segmentation divides buyers into groups based on their knowledge, attitudes, uses or responses to a product.
Geographic
Demographic
Psychographic
Behavioural
To segment consumers based on user status, marketers will divide the consumers into these categories.
Light, medium and heavy product users.
Loyal, somewhat loyal and not loyal.
Nonusers, ex-users, potential users, first time users, and regular users of the product
To segment consumers based on usage rate, marketers will divide the consumers into these categories.
Light, medium and heavy product users.
Loyal, somewhat loyal and not loyal.
Nonusers, ex-users, potential users, first time users, and regular users of the product
Select all the factors that is important in evaluating market segments.
Current segment size and growth potential.
Product availability.
Segment attractiveness.
Company objectives and resources.
What is differentiated marketing?
aim products at most sections of the market
different products are targeted to different groups of people
focuses on certain section of a market
focuses on individual and local marketing
What is micro marketing?
aim products at most sections of the market
different products are targeted to different groups of people
focuses on certain section of a market
focuses on individual and local marketing
_____________ is tailoring products and marketing programmes to the needs and preferences of individual customers.
Local marketing
Individual marketing
Micro marketing
Niche marketing
Which of these statements reflects positioning strategy of product differentiation?
Brands can be differentiated on features, performance, or style and design.
Through speedy, convenient or careful delivery
Hiring and training better people than their competitors
Convey product’s distinctive benefits and positioning.
Which of these statements reflects positioning strategy of service differentiation?
Brands can be differentiated on features, performance, or style and design.
Through speedy, convenient or careful delivery
Hiring and training better people than their competitors
Convey product’s distinctive benefits and positioning.
Which of these statements reflects positioning strategy of people differentiation?
Brands can be differentiated on features, performance, or style and design.
Through speedy, convenient or careful delivery
Hiring and training better people than their competitors
Convey product’s distinctive benefits and positioning.
Which of these statements reflects positioning strategy of image differentiation?
Brands can be differentiated on features, performance, or style and design.
Through speedy, convenient or careful delivery
Hiring and training better people than their competitors
Convey product’s distinctive benefits and positioning.
'It is a succinct descriptions of the exact position that the product is to take in the minds of the target market'. This refers to __________.
target market
segmentation
positioning map
positioning statement
