WorksheetsMinitest 3
Total questions: 30
Worksheet time: 15mins
Name
Class
Date
1.
Lifestyle segmentation is concerned with three main elements: customers’ activities, interaction with others and _______
a)
Socialization
b)
Value
c)
Opinion
d)
Perception
2.
The most direct method of segmenting markets is on the basis of the _________ of the consumers in those markets
a)
Behaviour
b)
Preference
c)
Value
d)
Perception
3.
Because of the presence of particularly large individual customers in many business markets _____________ is often used
a)
Background-based segmentation
b)
Attitude-based segmentation
c)
Usage-based segmentation
d)
Geography-based segmentation
4.
What segmentation base does benefit-seeking characteristic (variable) belong to?
a)
Demographic
b)
Geographic
c)
Sinphographic
d)
Attitudinal
5.
After using cluster analysis to segment a market, researcher often use ______________ for cross-validation.
a)
Discriminant analysis
b)
Multi-dimensional scaling
c)
cluster analysis
d)
Multiple regression
6.
_____________marketing is adopted by companies seeking to offer a distinct product or service to each chosen segment
a)
Differentiated
b)
Concentrated
c)
Niche
d)
Focused
7.
if market segment attractiveness is unattractive, and company strengths in serving the segment is weak, company should:
a)
Enter
b)
Enter with care
c)
Strongly avoid
d)
Avoid
8.
Which factors listed below do NOT affect market segment attractiveness?
a)
Competitive Factors
b)
Market factors
c)
Economic factors
d)
Corporate Factors
9.
Which factor listed below is NOT used to determine the firm’s current market position?
a)
Profitability
b)
Relative share
c)
Exploitable resources
d)
Unique and valued market offerings
10.
A particularly useful approach in many markets is to segment on the basis of the _______ the customer is seeking
a)
Benefits
b)
Needs
c)
Utilities
d)
Values
11.
The___________ definition of market is likely to be more insightful in understanding the dynamics of the market.
a)
Customer-based
b)
Product-based
c)
Service-based
d)
Competitor based
12.
An _____ marketing approach entails treating the market as one whole, rather than as segmented
a)
Niche
b)
Undifferentiated
c)
Customized
d)
Concentrated
13.
Under _______marketing, the organization focuses attention on one, or a few, market segments and leaves the wider market
a)
Undifferentiated
b)
Mass
c)
Concentrated
d)
Segmented
14.
The firm should have either a _____________ advantage or the ability to create a valued ________ in the market.
a)
Technology; offer
b)
price; product
c)
cost; uniqueness
d)
operations; uniqueness
15.
_____________is a research method in which respondents are asked for associations with a particular stimulus. i.e. BMW
a)
Association technique
b)
Cartoon and story completion
c)
Concept board
d)
Visual product mapping
16.
__________ of segmentation schemes for stability or change over time is essential in rapidly changing markets.
a)
Validating
b)
Analyzing
c)
Comparing
d)
Tracking
17.
hen customer needs and wants in a particular market are homogeneous a marketer should ___________the market
a)
not target
b)
target
c)
segment
d)
not segment
18.
Unlike the _____approach for segmenting markets, the _____ approach doesn't start with a preconception of the market
a)
post-hoc; priori
b)
priori; post-hoc
c)
qualitative; quantitative
d)
single variable; multiple variable
19.
All the __________segmentation approaches are in the public domain
a)
Priori
b)
Post-Hoc
c)
Quantitave
d)
Qualitative
20.
________ research approaches are techniques that include focus groups and depth interviews
a)
Posthoc
b)
Quantitative
c)
Qualitative
d)
Mixed
21.
The essence of ______________models is that they seek to look at a number of dimensions simultaneously,
a)
Discriminant
b)
Clustering
c)
Multidimensional
d)
Regression
22.
Arguably the segmentation approach closest to extending the marketing concept is _______ segmentation suggested by Haley
a)
Use/Benefit
b)
Demo
c)
Psycho
d)
Geo
23.
Personality inventories is the result of ___________ and ___________dimensions
a)
non-marketing specific; objective measures
b)
non-marketing specific; subjective measures
c)
marketing specific; subjective measures
d)
marketing specific; objective measures
24.
______defined Market segmentation as adjusting market offerings to better meet the requirements of different customers
a)
Piercy (1998)
b)
Hooley (1970)
c)
Smith (1956)
d)
Baker (1992)
25.
______________ is the promise made to customers that encapsulates the position we wish to take compared with competitors
a)
VAlue proposition
b)
Market offering
c)
Competitive edge
d)
Statement
26.
The ACORN segmentation system is based on
a)
Behavioral-demographic
b)
Geo-psychographic
c)
Geo-demographic
d)
Lifestyles and values
27.
_______means a segment should be measurable, accessible, substantial and unique in its response to marketing stimuli.
a)
Principle of segmentation
b)
Strategic Segmentation Decision
c)
Implementation of Segmentation Strategies
d)
Testing the robustness of segments
28.
Positioning is designing the company’s offering and image for occupying a meaningful and distinct competitive position in
a)
the target market
b)
the competitor system
c)
the target customers’ minds
d)
the customer
29.
Second-order segmentation is used to improve the ability of the company to tailor the _____ within a first-order segment
a)
Product
b)
Price
c)
Place
d)
Marketing Mix
30.
The elements of the 4P's are generally highly visible aspects of a firm’s activities and can be analyzed to know its
a)
Target MArkets
b)
Expertise
c)
Excellence
d)
KFS
100 %
