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Market Segmentation

Total questions: 50

Worksheet time: 32mins

Name
Class
Date
1.
A ________analysis is based on a customers changes in attitudes, lifestyles, and opinions.
a)
Demographic
b)
Social-Cultural(Psychographics)
c)
Geographic
d)
Behavioral
2.
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
3.
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
4.
___________ is a method used to identify customers with similar wants and needs.
a)
Selling
b)
Planning
c)
Market Segmentation
d)
Sales pitch
5.
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
6.

Type of promotion that encourages a consumer to be a repeat buyer of a product, service or brand.

a)

trending concept

b)

a name brand or logo

c)

A reader board

d)

loyalty program

7.

How many market segmentations are there?

a)

4

b)

8

c)

2

d)

10

8.

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

9.

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

10.

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

11.

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

12.

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

a)

music preferences

b)

race

c)

age

d)

gender

13.

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

14.
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
15.
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
16.
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
17.
________ 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
18.

Target market is the group of customers at which a product or service is aimed at?

a)

True

b)

False

19.

The key advantage of mass marketing, as compared to market segmentation, is:

a)

brand building

b)

economies of scale

c)

customer engagement

d)

customer understanding and being close to the customer

e)

market responsiveness

20.

Market segmentation is defined as dividing a market into smaller segments with distinct needs, characteristics, or behaviors that require ____

a)

separate management teams

b)

unique pricing points

c)

careful attention and planning

d)

separate marketing strategies and marketing mixes

e)

environmental analysis

21.

Loyalty status is a segmentation approach that would be considered to belong to which main segmentation base?

a)

Geographic

b)

Demographic

c)

Psychographic

d)

Behavioral

e)

Benefit

22.

If a firm considered that cultural factors were important in their marketing, then which major segmentation base would probably be most appropriate for them?

a)

Geographic

b)

Demographic

c)

Psychographic

d)

Behavioral

e)

Benefit

23.

Colgate toothpaste offers a broad range of toothpaste products – for sensitive teeth, teeth whitening, for cavity protection, and so on – therefore they appear to be using what form of segmentation?

a)

Geographic

b)

Demographic

c)

Psychographic

d)

Behavioral

e)

Benefit

24.

In terms of evaluating market segments on a criteria, each segment identified should be relatively unique as compared to other segments. This would meet the criteria of:

a)

Measurable

b)

Differentiable

c)

Accessible

d)

Actionable

e)

Substantial

25.

If a market segmentation approach identifies several segments that are not differential or actionable, then the recommendation would be to:

a)

Implement a niche marketing approach

b)

Move to mass marketing

c)

Consider another market

d)

Pursue the most attractive segment

e)

Combine some of these market segments

26.

If a bakery sells gluten-free breads and cakes for people on restricted diets and other health conscious customers that they are adopting what approach to market targeting?

a)

Mass marketing

b)

Differentiated marketing

c)

Concentrated marketing

d)

Niche marketing

e)

One-to-one marketing

27.

Typically, product positioning should include both points-of-difference, as well as points-of- ______

a)

Competitive advantage

b)

Parity

c)

Differentiation

d)

Pricing

e)

Product

28.

The biggest challenge in repositioning a brand is:

a)

Improving the products

b)

Changing the marketing communications

c)

Manufacturing the product and shipping it logistically

d)

Responding to competitor’s likely actions

e)

Changing consumer attitudes and knowledge

29.

In terms of product positioning, one criteria that it should meet is that it should be pre-emptive, which means that it should be:

a)

Interesting and exciting

b)

Clear and distinctive

c)

Affordable and profitable

d)

Sustainable and hard to copy

e)

Unique in the marketplace

30.

Perceptual maps are a ______ technique, designed to demonstrate how ______ perceive the positioning of brands in the market.

a)

Creative, Managers

b)

Creative, Consumers

c)

Visual, Managers

d)

Visual, Consumers

e)

Insightful, Managers

31.
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
32.
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
33.
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
34.
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
35.
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
36.

The special feature of a product that differentiates it from competitors' products.

a)

Branding

b)

USP

c)

Added Value

d)

Product differentiation

37.

Identifying and exploiting a small segment of a larger market by developing products to suit it.

a)

Mass Marketing

b)

Market Segmentation

c)

Niche Marketing

d)

Target Market

38.

Advantages of niche marketing:

a)

Small market do not allow lower average costs of production

b)

Fewer risk

c)

Create an image of cheap, low quality product

d)

create a chance to sell at high prices

39.

Limitation of market segmentation:

a)

Design and produce goods that are specifically aimed the market segment

b)

Research and development cost might be high

c)

Differentiated marketing strategies can be focused on target market groups

d)

Limiting the size of the market

40.

Potential benefit to a business of adopting a mass marketing:

a)

Higher profit margins are likely to be earned compared to a niche marketing strategy

b)

Marketing costs per unit will be lower than with niche strategy

c)

Sales will always be higher than with a niche strategy

d)

Product will be adapted to set the needs of separate groups of consumers

41.
a)

Demographic

b)

Psychographic

c)

Geographic

d)

Behavioral

42.

Segmentation for Thumpsup

a)

Demographic

b)

Psychographic

c)

Behavioral

d)

Geographic

43.
a)

Demographic

b)

Psychographic

c)

Behavioral

d)

Geographic

44.
a)

Demographic

b)

Psychographic

c)

Behavioral

d)

Geographic

45.
a)

Demographic

b)

Psychographic

c)

Behavioral

d)

Geographic

46.
a)

Demographic

b)

Psychographic

c)

behavioral

d)

Geographic

47.
a)

demographic

b)

psychographic

c)

geographic

d)

behavioral

48.
a)

Demographic

b)

Behavioral

c)

Psychographic

d)

Geographic

49.
a)

Demographic

b)

Geographic

c)

Psychographic

d)

Behavioral

50.
a)

Demographic

b)

Psychographic

c)

Behavioral

d)

Geographic

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