Question 1

A differentiated targeting strategy suits a firm selling items perceived by consumers as being relatively homogeneous.

Accepted Answer

A) True 
 B)False

Question 2

In business to business markets, this segmentation approach is useful because it allows the drawing of sales territories around particular locations that salespersons can service easily (e.g. Scotland, Scandinavia, Western Europe etc.) . This approach is known as:

Accepted Answer

A)   SIC Codes
B)   Organizational size
C)   Geo-targeting
D)   Choice criteria C

Question 3

Psychographic approaches rely on the analysis of consumers' activities, interests, and opinions to understand consumers' individual lifestyles and patterns of behaviour.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following are the two main approaches to segmenting the market?

Accepted Answer

A)   Positioning method and STP.
B)   Profile and psychological segmentation.
C)   Breakdown method and build-up method.
D)   Firmo-graphics and buyer characteristics method.

Question 5

The method by which whole markets are subdivided into different segments is referred to as the STP process. STP stands for:

Accepted Answer

A)   Segmentation, Testing, and Positioning.
B)   Selectivity, Targeting, and Positioning.
C)   Segmentation, Targeting, and Perception.
D)   Segmentation, Targeting, and Positioning.

Question 6

Hewlett Packard has developed its product range and marketing strategy to target the following user segments of computing equipment: home office users; small and medium businesses; large businesses; and health, education, and government departments. Which targeting approach have they adopted?

Accepted Answer

A)   Undifferentiated targeting approach.
B)   Niche-marketing strategy.
C)   Differentiated targeting approach.
D)   Customized targeting strategy.

Question 7

The build-up method of market segmentation:

Accepted Answer

A)   Considers a market to consist of customers that are all different, so here the task is to find similarities.
B)   Adopts the view that the market is considered to consist of customers which are essentially the same, so the task is to identify groups which share particular differences.
C)   Considers that the process of market segmentation requires high levels of financial and staff support to be effective.
D)   Considers that market segmentation is a building process that takes an organization years to master and perfect.

Question 8

Organizational characteristics concern the characteristics of buyers within the organizations that make up a business market.

Accepted Answer

A) True 
 B)False  False

Question 9

Once segments are identified, an organization selects its preferred approach to targeting. Where there are just a few market segments, this targeting approach is adopted by firms with limited resources to fund their marketing strategy. This approach is known as:___________.

Accepted Answer

A)   Undifferentiated approach.
B)   Customized targeting strategy.
C)   Niche marketing strategy.
D)   Differentiated targeting approach. C

Question 10

Ultimately, managerial discretion and judgment determine which markets are selected and targeted and which others are ignored. In order for market segmentation to be effective, all segments must be:

Accepted Answer

A)   Distinct, accessible, measurable, and profitable.
B)   Desperate, accessible, many, and profitable.
C)   Distinct, artistic, measurable, and profitable.
D)   Distinct, accessible, measurable, and popular.

Question 11

In order for market segmentation to be effective, all segments must be DAMP.

Accepted Answer

A) True 
 B)False

Question 12

A perceptual map provides a valuable tool to help managers position products by graphically illustrating consumers' perceptions of products according to product attributes customers value.

Accepted Answer

A) True 
 B)False

Question 13

Heritage and tradition is an example of an expressive positioning strategy.

Accepted Answer

A) True 
 B)False

Question 14

Sensodyne toothpaste enables users to drink hot and cold beverages without the pain associated with sensitive teeth and gums. This is a good example of _____________ positioning strategy.

Accepted Answer

A)   product features
B)   user
C)   benefit
D)   heritage

Question 15

To segment consumer good and service markets we use market information we have collected classified as segmentation bases. These bases include profile, behavioural, and psychological criteria. Examples of profile criteria include:

Accepted Answer

A)   Gender, age, occupation, life stage, and benefits sought criteria.
B)   Media usage, transaction history, age, and geo-graphics.
C)   Demographic, lifestage, geographic, and geo-demographic criteria.
D)   Occupation, income, product usage, and lifestyle (psychographics) .

Question 16

This targeting approach recognizes that there are several market segments to target, each being attractive to the marketing organization. To exploit them, a marketing strategy is developed for each segment. This approach is referred to as:

Accepted Answer

A)   Undifferentiated targeting approach
B)   Differentiated targeting approach
C)   Concentrated targeting approach
D)   Customized targeting approach

Exam 5: Market Segmentation and Positioning

A differentiated targeting strategy suits a firm selling items perceived by consumers as being relatively homogeneous.

Correct Answer
verified

In business to business markets, this segmentation approach is useful because it allows the drawing of sales territories around particular locations that salespersons can service easily (e.g. Scotland, Scandinavia, Western Europe etc.) . This approach is known as:

Correct Answer
verified
C

Psychographic approaches rely on the analysis of consumers' activities, interests, and opinions to understand consumers' individual lifestyles and patterns of behaviour.

Correct Answer
verified

Which of the following are the two main approaches to segmenting the market?

Correct Answer
verified

The method by which whole markets are subdivided into different segments is referred to as the STP process. STP stands for:

Correct Answer
verified

Hewlett Packard has developed its product range and marketing strategy to target the following user segments of computing equipment: home office users; small and medium businesses; large businesses; and health, education, and government departments. Which targeting approach have they adopted?

Correct Answer
verified

The build-up method of market segmentation:

Correct Answer
verified

Organizational characteristics concern the characteristics of buyers within the organizations that make up a business market.

Correct Answer
verified
False

Once segments are identified, an organization selects its preferred approach to targeting. Where there are just a few market segments, this targeting approach is adopted by firms with limited resources to fund their marketing strategy. This approach is known as:___________.

Correct Answer
verified
C

Ultimately, managerial discretion and judgment determine which markets are selected and targeted and which others are ignored. In order for market segmentation to be effective, all segments must be:

Correct Answer
verified

In order for market segmentation to be effective, all segments must be DAMP.

Correct Answer
verified

A perceptual map provides a valuable tool to help managers position products by graphically illustrating consumers' perceptions of products according to product attributes customers value.

Correct Answer
verified

Heritage and tradition is an example of an expressive positioning strategy.

Correct Answer
verified

Sensodyne toothpaste enables users to drink hot and cold beverages without the pain associated with sensitive teeth and gums. This is a good example of _____________ positioning strategy.

Correct Answer
verified

To segment consumer good and service markets we use market information we have collected classified as segmentation bases. These bases include profile, behavioural, and psychological criteria. Examples of profile criteria include:

Correct Answer
verified

This targeting approach recognizes that there are several market segments to target, each being attractive to the marketing organization. To exploit them, a marketing strategy is developed for each segment. This approach is referred to as:

Correct Answer
verified

Exam 5: Market Segmentation and Positioning

A differentiated targeting strategy suits a firm selling items perceived by consumers as being relatively homogeneous.

Correct AnswerverifiedShow Answer

In business to business markets, this segmentation approach is useful because it allows the drawing of sales territories around particular locations that salespersons can service easily (e.g. Scotland, Scandinavia, Western Europe etc.) . This approach is known as:

Correct AnswerverifiedC

Psychographic approaches rely on the analysis of consumers' activities, interests, and opinions to understand consumers' individual lifestyles and patterns of behaviour.

Correct AnswerverifiedShow Answer

Which of the following are the two main approaches to segmenting the market?

Correct AnswerverifiedShow Answer

The method by which whole markets are subdivided into different segments is referred to as the STP process. STP stands for:

Correct AnswerverifiedShow Answer

Hewlett Packard has developed its product range and marketing strategy to target the following user segments of computing equipment: home office users; small and medium businesses; large businesses; and health, education, and government departments. Which targeting approach have they adopted?

Correct AnswerverifiedShow Answer

The build-up method of market segmentation:

Correct AnswerverifiedShow Answer

Organizational characteristics concern the characteristics of buyers within the organizations that make up a business market.

Correct AnswerverifiedFalse

Once segments are identified, an organization selects its preferred approach to targeting. Where there are just a few market segments, this targeting approach is adopted by firms with limited resources to fund their marketing strategy. This approach is known as:___________.

Correct AnswerverifiedC

Ultimately, managerial discretion and judgment determine which markets are selected and targeted and which others are ignored. In order for market segmentation to be effective, all segments must be:

Correct AnswerverifiedShow Answer

In order for market segmentation to be effective, all segments must be DAMP.

Correct AnswerverifiedShow Answer

A perceptual map provides a valuable tool to help managers position products by graphically illustrating consumers' perceptions of products according to product attributes customers value.

Correct AnswerverifiedShow Answer

Heritage and tradition is an example of an expressive positioning strategy.

Correct AnswerverifiedShow Answer

Sensodyne toothpaste enables users to drink hot and cold beverages without the pain associated with sensitive teeth and gums. This is a good example of _____________ positioning strategy.

Correct AnswerverifiedShow Answer

To segment consumer good and service markets we use market information we have collected classified as segmentation bases. These bases include profile, behavioural, and psychological criteria. Examples of profile criteria include:

Correct AnswerverifiedShow Answer

This targeting approach recognizes that there are several market segments to target, each being attractive to the marketing organization. To exploit them, a marketing strategy is developed for each segment. This approach is referred to as:

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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C

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False

Correct Answer
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C

Correct Answer
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