Question 1

Which of the following is an example of hybrid segmentation?

Accepted Answer

A)   Married males, working in a white-collar occupation aged between 18-34 years.
B)   Married females aged between 35-44 years who are extroverted, from a non-English speaking background and who live in New South Wales.
C)   Singles aged between 18-34 years with an annual income between $40 001 - $60 000 and who live in Sydney.
D)   Married, English-speaking couples living in Melbourne, with blue-collar occupations who have a combined income between $70 001 - 80 000.

Question 2

As a basis for segmentation, social class is determined by the three variables of income, education and suburb.

Accepted Answer

A) True 
 B)False

Question 3

What is market segmentation, how is it different from mass marketing and why is market segmentation important?

Accepted Answer

Market segmentation is the process of di...

Question 4

Segmentation studies are designed in order to:

Accepted Answer

A)   help serve customers better by finding the best product to suit all consumers.
B)   discover the needs and wants of specific groups of consumers, so that specialised goods and services can be developed and promoted to satisfy their needs.
C)   create a higher level of sales for the company through having satisfied customers.
D)   assist marketers in satisfying the wants and needs of every individual customer with their product offerings.

Question 5

What is the major disadvantage of demographic market segmentation?

Accepted Answer

A)   Demographic information is not easy to obtain.
B)   Consumers often do not want to disclose this type of information.
C)   It tends to be one-dimensional and does not differentiate between brands.
D)   It is not very useful to companies with a distinguished brand.

Question 6

A consumer's geographic location and postcode are measurable and objective factors. On the other hand, _________ consist of activities, interests and opinions, which are mostly attitudes (or cognitions)  towards various issues, and cannot be classified according to standardised definitions.

Accepted Answer

A)   psychographics
B)   psychological characteristics
C)   demographics
D)   sociographics

Question 7

Segmentation based on one variable is rarely used and nearly all segmentation plans are in the form of:

Accepted Answer

A)   dual variable segmentation.
B)   hybrid segmentation.
C)   complex segmentation.
D)   triple variable segmentation.

Question 8

Which of the following is not one of the three primary motivations in the VALS framework?

Accepted Answer

A)   Ideals.
B)   Achievement.
C)   Self-expression.
D)   Morals.

Question 9

Much of the change in sex roles has come about because of the continued growth in the number of dual-income households and the number of single-parent families.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following represents an example of the changing role of genders?

Accepted Answer

A)   Many women are now purchasing repair tools themselves.
B)   Women have become less accessible to marketers and advertisers as many are now combining motherhood with working and are too busy to engage in, and watch traditional media such as television.
C)   Many modern advertisements reflect the expanding child-nurturing roles of young fathers.
D)   All of the above represent the changing role of genders.

Question 11

The challenge marketers face is to select one or more segments to target with an appropriate marketing mix. To be an effective target, a market segment should be:

Accepted Answer

A)   identifiable, growing, reachable and congruent with ethnic and cultural groups in society.
B)   identifiable, sizeable, stable or growing, accessible and congruent with the marketer's objectives and resources.
C)   sizeable, stable or growing, accessible and congruent with ethnic and cultural groups in society.
D)   identifiable, sizeable, accessible and congruent with the marketer's objectives and resources.

Question 12

Prior to the widespread adoption of the marketing concept, mass marketing was the prevailing way of doing business with customers. The reason why the marketing concept has not been successful is due to mass marketing being a more logical strategy than market segmentation.

Accepted Answer

A) True 
 B)False

Question 13

If a market segment meets the criteria of being identifiable, sizeable (sufficient), stable and accessible, the marketer will inevitably be interested in that segment.

Accepted Answer

A) True 
 B)False

Question 14

Differentiated marketing is a highly appropriate segmentation strategy for which of the following examples?

Accepted Answer

A)   A small, local start-up business in the hospitality industry.
B)   A large international company that provides a distinguished service without much competition.
C)   An international, financially successful airline that operates in markets where it faces a lot of direct competition.
D)   An online company providing a service which targets specialised computer scientists.

Question 15

When marketing household furniture, distinguishing between smaller households of consumers who are inner-city dwellers and families in larger houses in the outer suburbs of those cities, is a form of what basis of segmentation?

Accepted Answer

A)   Demographic segmentation.
B)   Geographic segmentation.
C)   Psychographic segmentation.
D)   User-related segmentation.

Question 16

A form of segmentation commonly referred to 'lifestyle analysis' which includes looking at consumers' personalities and attitudes is called:

Accepted Answer

A)   psychological segmentation.
B)   psychographic segmentation.
C)   sociocultural segmentation.
D)   demographic segmentation.

Question 17

________ is aggregating individual consumers into relatively small groups, based on data available about them from many different databases, and targeting them with tailor-made messages.

Accepted Answer

A)   Microtargeting
B)   Behavioural targeting
C)   Hybrid targeting
D)   Geodemographic targeting

Question 18

Within the VALS framework, the segment of achievement includes consumers who desire social or physical activity, variety or risk.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements is not true?

Accepted Answer

A)   The strategy of market segmentation benefits both participants in the marketplace (i.e. firms and consumers) .
B)   Marketers also use segmentation research to identify the most appropriate media in which to place advertisements.
C)   Marketers can create a positioning and marketing mix strategy to satisfy the needs of one single customer at a time.
D)   A consumer-oriented approach to marketing requires developing product strategies based on known consumer needs.

Question 20

Which of the following statements about microtargeting is not true?

Accepted Answer

A)   It uses a very large number of sources of diverse origins to classify people.
B)   It cross-tabulates large amounts of very detailed behavioural data consisting of very specific information on purchases, right down to a narrow product category or even a particular brand purchased.
C)   Some models include peoples' online surfing patterns and purchases.
D)   Microtargeting earned its name because it often employs very specified computer-generated models and algorithms created by micro-computing.

Exam 2: Market segmentation: segmenting, targeting and positioning for diverse

Which of the following statements is not true?

Correct AnswerverifiedShow Answer

Within the VALS framework, the segment of achievement includes consumers who desire social or physical activity, variety or risk.

Correct AnswerverifiedShow Answer

Segmentation based on one variable is rarely used and nearly all segmentation plans are in the form of:

Correct AnswerverifiedShow Answer

A consumer's geographic location and postcode are measurable and objective factors. On the other hand, _________ consist of activities, interests and opinions, which are mostly attitudes (or cognitions) towards various issues, and cannot be classified according to standardised definitions.

Correct AnswerverifiedShow Answer

Which of the following is an example of hybrid segmentation?

Correct AnswerverifiedShow Answer

Segmentation studies are designed in order to:

Correct AnswerverifiedShow Answer

When marketing household furniture, distinguishing between smaller households of consumers who are inner-city dwellers and families in larger houses in the outer suburbs of those cities, is a form of what basis of segmentation?

Correct AnswerverifiedShow Answer

If a market segment meets the criteria of being identifiable, sizeable (sufficient), stable and accessible, the marketer will inevitably be interested in that segment.

Correct AnswerverifiedShow Answer

Which of the following is not one of the three primary motivations in the VALS framework?

Correct AnswerverifiedShow Answer

As a basis for segmentation, social class is determined by the three variables of income, education and suburb.

Correct AnswerverifiedShow Answer

Differentiated marketing is a highly appropriate segmentation strategy for which of the following examples?

Correct AnswerverifiedShow Answer

Prior to the widespread adoption of the marketing concept, mass marketing was the prevailing way of doing business with customers. The reason why the marketing concept has not been successful is due to mass marketing being a more logical strategy than market segmentation.

Correct AnswerverifiedShow Answer

________ is aggregating individual consumers into relatively small groups, based on data available about them from many different databases, and targeting them with tailor-made messages.

Correct AnswerverifiedShow Answer

The challenge marketers face is to select one or more segments to target with an appropriate marketing mix. To be an effective target, a market segment should be:

Correct AnswerverifiedShow Answer

What is market segmentation, how is it different from mass marketing and why is market segmentation important?

Correct AnswerverifiedMarket segmentation is the process of di...View AnswerShow Answer

What is the major disadvantage of demographic market segmentation?

Correct AnswerverifiedShow Answer

Which of the following statements about microtargeting is not true?

Correct AnswerverifiedShow Answer

A form of segmentation commonly referred to 'lifestyle analysis' which includes looking at consumers' personalities and attitudes is called:

Correct AnswerverifiedShow Answer

Which of the following represents an example of the changing role of genders?

Correct AnswerverifiedShow Answer

Much of the change in sex roles has come about because of the continued growth in the number of dual-income households and the number of single-parent families.

Correct AnswerverifiedShow Answer

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Market segmentation is the process of di...
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