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WorksheetsCHAPTER 5: MARKET SEGMENTATION, TARGETING AND POSITIONING
Total questions: 10
Worksheet time: 5mins
1. The process of classifying people who form a given market into even smaller groups is called:
A. Market development
B. Market segmentation
C. Mass marketing
D. Macro-marketing
2. When Campbell's makes nacho cheese soup for Texas and Cajun gumbo soup for Louisiana, what kind of segmentation is it practicing?
A. Geographic
B. Behavioral
C. Psychographic
D. Demographic
3. Which segmentation method is NOT considered to be in the category of "psychographic segmentation"
A. Beliefs
B. Occupation
C. Personality
D. Lifestyle
4. All of these are considered to be major variables for segmenting markets EXCEPT...
A. Geographic
B. Behavioral
C. Psychographic
D. Moods
5. If a firm were to obtain information about light, medium, and heavy users of a product or service, what kind of segmentation would they be practicing?
A. Geographic
B. Demographic
C. Behavioral
D. Psychographic
6. Which of the following is an example of individual marketing?
A. The customization of a computer database to meet the needs of a client company
B. The development of database software designed specifically for healthcare professionals
C. The use of a web site where a customer reviews a product catalog, selects what is wanted, types in modifications desired, and places an order
D. The providing of a multi-use computer database software program that will perform nearly all the operations a typical company would need it to perform
7. Which of the following statements is true about positioning strategies?
A. Not all products can be differentiated.
B. The end result of positioning is the successful creation of a market-focused value proposition.
C. All brand differentiation strategies are meaningful and worthwhile.
D Positioning strategies must stress real benefits or they will fail.
8. A ________analysis is based on a customers changes in attitudes, lifestyles, and opinions.
A. Demographic
B. Geographic
C. Social-Cultural(Psychographics)
D. Behavioral
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. Psychographic
C. Demographic
D. Telepathic
10. Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.
A. Benefit
B. Usage rate
C. User status
D. Psychographic
