Question 1

Market segmentation variables should always:

Accepted Answer

A)   require a lot of market research to obtain.
B)   be linked closely to the purchase of the product in question.
C)   segment a market geographically.
D)   be based on demographics.
E)   include a psychographic component.

Question 2

Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma decides she will use a target marketing approach, which can best be described as:

Accepted Answer

A)   identifying smaller, more targetable market segments, then tailoring the marketing mix to best appeal to those segments.
B)   identifying business-to-consumer markets, then tailoring the marketing mix to best appeal to those markets.
C)   identifying business-to-business markets, then tailoring the marketing mix to best appeal to those markets.
D)   developing a marketing mix for the market.
E)   none of the options listed.

Question 3

Which of the following best describes the broad concept of a market?

Accepted Answer

A)   A group of customers with heterogeneous needs and wants.
B)   A group of customers with homogenous needs and wants.
C)   The business-to-consumer market.
D)   The business-to- business market.
E)   None of the options listed.

Question 4

As a marketer for a major wine company, you implement a marketing program based on occasion-based segmentation. You market some products as 'gifts', others as 'celebratory' and others for 'cellaring'. You action is an example of:

Accepted Answer

A)   geographic segmentation.
B)   psychographic segmentation.
C)   behavioural segmentation.
D)   demographic segmentation.

Question 5

A market segment profile describes:

Accepted Answer

A)   common features shared by members of market segments and how they differ from other market segments.
B)   qualitative characteristics of a particular market segment.
C)   quantitative characteristics of a particular market segment.
D)   the marketing mix that will be targeted at a particular market segment.
E)   None of the options listed.

Question 6

Elders provides a comprehensive range of goods and services to farmers. This specialised approach to target marketing is an example of:

Accepted Answer

A)   one-to-one marketing.
B)   mass marketing.
C)   product specialisation.
D)   market specialisation.
E)   product-market specialisation.

Question 7

The first step in determining the current positioning of a brand is:

Accepted Answer

A)   to devise some concept of the ideal position of the organisation's product or brand.
B)   to identify product attributes that consumers use to distinguish between competing products or brands.
C)   to develop a plan to move to the desired position.
D)   to move towards a position related to peer status.

Question 8

An organisation that segments its market by offering rewards based on the amount of points accumulated on its loyalty card would be best described as utilising:

Accepted Answer

A)   demographic segmentation.
B)   psychographic segmentation.
C)   behavioural segmentation.
D)   geo-demographic segmentation.
E)   None of the options listed.

Question 9

During the targeting phase, the main goal is to evaluate potential segments and select segments prior to positioning.

Accepted Answer

A) True 
 B)False

Question 10

___________ produces two-dimensional maps showing how competing brands relate to each other in terms of a range of product attributes. This, of course, assumes that consumers in the target segment are ___________ with the brand and its competitors and are able to subjectively or objectively compare them on attributes that they believe to be important.

Accepted Answer

A)   Perceptual mapping, unfamiliar
B)   Behavioural mapping, already familiar
C)   Perceptual mapping, already familiar
D)   Behavioural mapping, unfamiliar

Question 11

For which of the following segmentation variables is it more likely to be difficult to measure and obtain accurate data?

Accepted Answer

A)   Demographic variables.
B)   Organisational size.
C)   Psychographic variables.
D)   Geographic variables.
E)   All of the options listed are difficult to measure. C

Question 12

The first step in determining the current positioning of a brand is:

Accepted Answer

A)   to evaluate the price of competing products or brands.
B)   to develop a marketing mix.
C)   to evaluate the promotional campaigns of competitors.
D)   to identify the product attributes that target consumers use to distinguish between competing products or brands.
E)   None of the options listed.

Question 13

A common technique used to determine market positioning is:

Accepted Answer

A)   perceptual mapping.
B)   the marketing mix.
C)   market targeting.
D)   market promotion.
E)   environmental analysis.

Question 14

Which strategy would most accurately describe the marketing efforts of a major car manufacturer such as Toyota?

Accepted Answer

A)   Mass marketing.
B)   Customised.
C)   Differentiated targeting.
D)   Production-oriented.
E)   Undifferentiated targeting.

Question 15

Which of the following would be an advantage of a one-to-one marketing strategy?

Accepted Answer

A)   Positive word-of-mouth customer referrals.
B)   Building close relationships with a customer.
C)   Customer loyalty.
D)   Potential repeat purchases from the customer.
E)   All of the options listed are potential advantages. E

Question 16

A credit union that provides a wide range of financial services to members who are employed in particular industries would be best described as having:

Accepted Answer

A)   a market specialisation.
B)   a product specialisation.
C)   a service specialisation.
D)   a product-market specialisation.
E)   None of the options listed.

Question 17

Market segmentation based on variables, which are the vital and social characteristics of populations, such as age, education and income, is known as:

Accepted Answer

A)   demographic segmentation.
B)   geographic segmentation.
C)   psychographic segmentation.
D)   behavioural segmentation. A

Question 18

Emma has decided to switch from a mass marketing approach, to a target marketing approach. She understands that target marketing is a process and ____________________ forms the basis of the process.

Accepted Answer

A)   market segmentation
B)   market research
C)   market intelligence
D)   marketing strategy
E)   the marketing mix

Question 19

As an importer of surfing accessories, your company focuses its marketing operations in the warmer coastal regions of Australia. This action is an example of:

Accepted Answer

A)   geographic segmentation.
B)   psychographic segmentation.
C)   behavioural segmentation.
D)   demographic segmentation.

Question 20

Which of the following would be useful for an organisation in forecasting the sales potential for a market segment?

Accepted Answer

A)   A knowledge of the conditions in its marketing environment.
B)   A knowledge of its current market share in that segment.
C)   A knowledge of the activities of competitors.
D)   All of the options listed.
E)   Only a and b would be useful.

Exam 6: Markets: Segmentation, Targeting and Positioning

Market segmentation variables should always:

Correct Answer
verified

Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma decides she will use a target marketing approach, which can best be described as:

Correct Answer
verified

Which of the following best describes the broad concept of a market?

Correct Answer
verified

As a marketer for a major wine company, you implement a marketing program based on occasion-based segmentation. You market some products as 'gifts', others as 'celebratory' and others for 'cellaring'. You action is an example of:

Correct Answer
verified

A market segment profile describes:

Correct Answer
verified

Elders provides a comprehensive range of goods and services to farmers. This specialised approach to target marketing is an example of:

Correct Answer
verified

The first step in determining the current positioning of a brand is:

Correct Answer
verified

An organisation that segments its market by offering rewards based on the amount of points accumulated on its loyalty card would be best described as utilising:

Correct Answer
verified

During the targeting phase, the main goal is to evaluate potential segments and select segments prior to positioning.

Correct Answer
verified

Correct Answer
verified

For which of the following segmentation variables is it more likely to be difficult to measure and obtain accurate data?

Correct Answer
verified
C

The first step in determining the current positioning of a brand is:

Correct Answer
verified

A common technique used to determine market positioning is:

Correct Answer
verified

Which strategy would most accurately describe the marketing efforts of a major car manufacturer such as Toyota?

Correct Answer
verified

Which of the following would be an advantage of a one-to-one marketing strategy?

Correct Answer
verified
E

A credit union that provides a wide range of financial services to members who are employed in particular industries would be best described as having:

Correct Answer
verified

Market segmentation based on variables, which are the vital and social characteristics of populations, such as age, education and income, is known as:

Correct Answer
verified
A

Emma has decided to switch from a mass marketing approach, to a target marketing approach. She understands that target marketing is a process and ____________________ forms the basis of the process.

Correct Answer
verified

As an importer of surfing accessories, your company focuses its marketing operations in the warmer coastal regions of Australia. This action is an example of:

Correct Answer
verified

Which of the following would be useful for an organisation in forecasting the sales potential for a market segment?

Correct Answer
verified

Exam 6: Markets: Segmentation, Targeting and Positioning

Market segmentation variables should always:

Correct AnswerverifiedShow Answer

Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma decides she will use a target marketing approach, which can best be described as:

Correct AnswerverifiedShow Answer

Which of the following best describes the broad concept of a market?

Correct AnswerverifiedShow Answer

As a marketer for a major wine company, you implement a marketing program based on occasion-based segmentation. You market some products as 'gifts', others as 'celebratory' and others for 'cellaring'. You action is an example of:

Correct AnswerverifiedShow Answer

A market segment profile describes:

Correct AnswerverifiedShow Answer

Elders provides a comprehensive range of goods and services to farmers. This specialised approach to target marketing is an example of:

Correct AnswerverifiedShow Answer

The first step in determining the current positioning of a brand is:

Correct AnswerverifiedShow Answer

An organisation that segments its market by offering rewards based on the amount of points accumulated on its loyalty card would be best described as utilising:

Correct AnswerverifiedShow Answer

During the targeting phase, the main goal is to evaluate potential segments and select segments prior to positioning.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

For which of the following segmentation variables is it more likely to be difficult to measure and obtain accurate data?

Correct AnswerverifiedC

The first step in determining the current positioning of a brand is:

Correct AnswerverifiedShow Answer

A common technique used to determine market positioning is:

Correct AnswerverifiedShow Answer

Which strategy would most accurately describe the marketing efforts of a major car manufacturer such as Toyota?

Correct AnswerverifiedShow Answer

Which of the following would be an advantage of a one-to-one marketing strategy?

Correct AnswerverifiedE

A credit union that provides a wide range of financial services to members who are employed in particular industries would be best described as having:

Correct AnswerverifiedShow Answer

Market segmentation based on variables, which are the vital and social characteristics of populations, such as age, education and income, is known as:

Correct AnswerverifiedA

Emma has decided to switch from a mass marketing approach, to a target marketing approach. She understands that target marketing is a process and ____________________ forms the basis of the process.

Correct AnswerverifiedShow Answer

As an importer of surfing accessories, your company focuses its marketing operations in the warmer coastal regions of Australia. This action is an example of:

Correct AnswerverifiedShow Answer

Which of the following would be useful for an organisation in forecasting the sales potential for a market segment?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
C

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
E

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified