Free Printable BMK2437 (Chapter 1 - 3)

Free Printable Worksheets

Worksheets

BMK2437 (Chapter 1 - 3)

Total questions: 75

Worksheet time: 47mins

Name

Class

Date

1.

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

2.

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

3.

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

4.

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

5.

How is a market segmented by 'gender'?

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

6.

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

7.

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.

8.

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.

9.

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

10.

___________is based on the way a customer use the product.

a)

Mass Marketing

b)

Behavioral

c)

Target Market

d)

Demographic

11.

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

12.

___________ is a method used to identify customers with similar wants and needs.

a)

Selling

b)

Planning

c)

Market Segmentation

d)

Sales pitch

13.

Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.

a)

True

b)

False

14.

________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.

a)

Mass customization

b)

Market targeting

c)

Market segmentation

d)

Differentiation

15.

Developing a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general

a)

positioning

b)

niche

c)

target market

d)

satisficers

16.

People or organizations with needs or wants and the ability and willingness to buy

a)

Market

b)

Market Segment

c)

Target Market

d)

Position

17.

Mass marketing is about

a)

Aiming a product at one particular segment

b)

Developing products for different segments

c)

Going for a global marketing strategy

d)

Aiming the product at the entire market

18.

The three step process within marketing segmentation includes:

a)

Segmentation, differentiation and positioning

b)

Targeting, Segmentation, and Positioning

c)

Segmentation, Targeting and Positioning

d)

Positioning, Mass Marketing and Segmentation

19.

Lifestyle segmentation is about:

a)

Understanding how people live and developing products/services that match that way of life

b)

Dividing the market into distinct groups of buyers

c)

Understanding what consumers like or dislike about their life

d)

Developing stylish products for that segment

20.

Geographic segmentation is about:

a)

Dividing consumer groups based on lifestyles

b)

Dividing markets based on location

c)

Understanding the benefit the product has to offer

d)

Dividing consumer groups based on social status

21.

The philosophy of ______ is to identify market segments, select one or more, and develop products and marketing mixes tailored to each selected segment.

a)

mass marketing

b)

product-variety marketing

c)

macromarketing

d)

target marketing

22.

_______ divides buyers into different groups based on social class, lifestyle, and personality characteristics.

a)

Demographic segmentation

b)

Behavior segmentation

c)

Psychographic segmentation

d)

Geographic segmentation

23.

Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach.

a)

Gender

b)

Income

c)

Geographic

d)

Benefit

24.

_______ divides buyers into different groups based on social class, lifestyle, and personality characteristics.

a)

Demographic segmentation

b)

Behavior segmentation

c)

Psychographic segmentation

d)

Geographic segmentation

25.

When using mass marketing marketers seek to appeal to the

a)

entire market

b)

local market

c)

loyal market

d)

teen market

26.

Market segmentation is about dividing the market into ______ groups.

a)

specific

b)

identical

c)

general

d)

diverse

27.

The Thompson company decided it would be more successful if it divided the total market for its products into smaller, more specific groups of consumers. The business is engaged in

a)

mass marketing

b)

industrial marketing

c)

market domination

d)

market segmentation

28.

Today's customers are not influenced by mass marketing alone because they are more

a)

discerning

b)

decisive

c)

determined

d)

disciplined

29.

Companies can better determine the specific needs of their markets because of today's

a)

mass-marketing techniques

b)

improved marketing research

c)

increased production capabilities

d)

lower promotion costs

30.

What is undifferentiated or mass marketing?

a)

One product which appeals to the whole market

b)

A product which appeals to a target market

c)

One product which is very similar to another

d)

A product which is at its early stage in the product life cycle

31.

What marketing is being applied to this product?

a)

Undifferentiated marketing

b)

Market segmentation - age

c)

Market segmentation - income

d)

Market segmentation - geographical location

32.

What marketing is being applied to this product?

a)

Undifferentiated marketing

b)

Market segmentation - age

c)

Market segmentation - income

d)

Market segmentation - geographical location

33.

What marketing is being applied to this product?

a)

Market segmentation - gender and age

b)

Market segmentation - lifestyle and age

c)

Market segmentation - income and age

d)

Market segmentation - social class and age

34.

What marketing is being applied to this TV channel?

a)

Undifferentiated marketing

b)

Market segmentation - lifestyle

c)

Market segmentation - income

d)

Market segmentation - geographical location

35.

A specific group of consumers that an organization selects as the focus of its marketing plan.

a)

market

b)

clients

c)

customers

d)

target market

36.

Statistics that describe a population in terms of personal characteristics, such as income, age, and occupation.

a)

behavioristics

b)

demographics

c)

geographics

d)

psychographics

37.

Statistics about where people live.

a)

demographics

b)

behavioristics

c)

geographics

d)

psychographics

38.

A combination of four basic marketing strategies: product, place, price, promotion.

a)

market segmentation

b)

marketing

c)

market

d)

marketing mix

39.

The path a product takes from the producer to the consumer.

a)

target market

b)

market

c)

marketing concept

d)

channel of distribution

40.

The idea that companies need to satisfy their customers while also trying to reach their company’s goals.

a)

marketing concept

b)

marketing

c)

marketing mix

d)

market segmentation

41.

A way of analyzing a market by categorizing specific characteristics.

a)

marketing mix

b)

target market

c)

market segmentation

d)

marketing concept

42.

Marvel decides to segment its market by product usage: comic consumers, tv series consumers, toy consumers, and movie consumers. What segmentation are they using?

a)

Demographic

b)

Psychographic

c)

Geographic

d)

Behavioral

43.

The Atlanta Hawks wants to promote their new student discounts. They release an Instagram story to try to reach teens and young adults between the ages of 16 and 20. This is an example of what type of market segmentation?

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

44.

A new yoga studio opened and wants to promote their new business to active stay-at-home moms. They post flyers advertising their new classes at the local Mommy & Me Dance Class. This is an example of what type of market segmentation?

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

45.

The Music Stand direct-mail company wants to send catalogs to music teachers, dancers, and other music lovers. Marketing to people with these activities and interests uses what type of market segmentation?

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

46.

The Atlanta Braves are opening a new stadium in Cobb County. They want to promote their new location to their fans in the metro area. They advertise on the sides of public transportation buses in Cobb, Atlanta, and Gwinnett. This is an example of what type of market segmentation?

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

47.

Identifying customers who use brand loyalty to choose Advil over the generic Up&Up brand from Target when buying medicine is an example of __________ segmentation.

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

48.

A new senior living community opened in Cobb County. They send promotional materials homeowners over the age of 55. This is an example of ________________ segmentation?

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

49.

A new restaurant increases their customers by hosting watch parties for various sports events for sports fans. This is using which market segmentation?

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

50.

Barbie segments the toy market by identifying girls under the age of 12. This is using which market segmentation?

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

51.

Universal is opening a new Wizarding World theme park in London. The company segments the Harry Potter fandom by countries to identify fans living in England. Which market segmentation did they use?

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

52.

Disney segments its youth market by gender to promote its new Star Wars Forces of Destiny webseries. Which market segmentation did Disney use?

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

53.

A sports store passes out flyers for their grand opening at a local marathon to attract local runners to their store. This is an example of ________________ segmentation?

a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

54.

The behavior that consumers use to search for, purchase, use, evaluate, and dispose of products is known as:

a)

market segmentation

b)

consumer behavior

c)

consumer research

d)

social responbility

55.

When a soft drink company decides to focus on selling one of its products to adult women, ages 18-29, this is an example of:

a)

an organizational customer focus

b)

market segmentation

c)

societal marketing

d)

customer satisfaction

56.

What type of customer is satisfied with a product but will change to a different brand quickly if that other brand is offered at a lower price?

a)

Defector

b)

mercenary

c)

loyalist

d)

apostle

57.

When a cell phone company customizes its offers to its customers by using text messages to the cell phone that encourage its customers to purchase a new type of service, this is called:

a)

positioning

b)

broadcasting

c)

the product concept

d)

one – to – one marketing

58.

Another term for a personal consumer is:

a)

B2B customer

b)

business customer

c)

end user

d)

secondary consumer

59.

When Dell Computer Co. purchases Intel chips for its personal computers from Intel, Dell is acting as a(n):

a)

personal consumer

b)

consumer behavior

c)

organizational consumer

d)

customer retention

60.

To which component of the marketing mix does the product's packaging apply?

a)

Product

b)

Promotion

c)

Price

d)

Place

61.

Which of the following is not an example of how the digital revolution has impacted the consumer marketplace?

a)

Collecting consumer information

b)

Hiring employees

c)

Analyzing complex data about consumers

d)

Consumers finding more information about products

62.

Selecting one or more identified consumer segments for a company to pursue is called _____.

a)

market segmentation

b)

market targeting

c)

market selecting

d)

market positioning

63.

The ________ tier of the "customer pyramid" includes heavy users who are not price sensitive and who are willing to try new offerings.

a)

iron

b)

platinum

c)

lead

d)

gold

64.

When Gillette creates a different marketing mix for men and women for its razors and blades, what marketing concept is Gillette illustrating?

a)

Personality marketing

b)

Market segmentation

c)

Behavioral targeting

d)

Mass marketing

65.

Age and gender represent what type of segmentation variable.:

a)

Geographic

b)

Demographic

c)

Benefits sought

d)

Psychographic

66.

Which type of segmentation strategy groups people into light, medium, and heavy users of the product (e.g. soft drinks)?

a)

Lifestyle

b)

Psychographic

c)

Usage rate

d)

Demographic

67.

All of the following are examples of quantitative research EXCEPT:

a)

experiments

b)

survey research

c)

focus groups

d)

observational research

68.

The first step in the consumer research process is:

a)

collecting secondary data

b)

collecting primary data

c)

defining the objectives of the research project

d)

designing the research study

69.

A camera in a bank's ATM machine that records each transaction by customers is an example of what type of device?

a)

Descriptive

b)

Causal

c)

Secondary

d)

Observational

70.

A personal interview is also called a(n):

a)

focus group

b)

face-to-face interview

c)

mall intercept interview

d)

moderator discussion

71.

Your poscode where you live is an example of what type of segmentation variable?

a)

Geographic

b)

Hybrid

c)

Psychographic

d)

Psychological

72.

A city government is an example of an organizational consumer.

a)

True

b)

False

73.

End-use consumption involves every person in the Malaysia.

a)

True

b)

False

74.

The societal marketing concept focuses on the short-term perspective that is relevant to a business instead of the long-term perspective.

a)

True

b)

False

75.

Based on Head and Shoulders shampoo brands for men, what would be the best target market to sell their product based on market segementation? Justify your answers.

(a)

100 %

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