Deck 4: Segmentation, Targeting, and Positioning Strategies

Question 1

The identification of subgroups of consumers with similar wants and buying requirements is called

A) positioning.
B) segmentation.
C) focus strategy.
D) market development.

Answer 1

segmentation.

Question 2

Which segmentation technique focuses on the where issue?

A) Geographic
B) Demographic
C) Psychographic
D) Behaviour

Answer 2

Geographic

Question 3

In ________ segmentation the company sees the entire world as its appropriate playing field.

A) local
B) global
C) regional
D) micro

Answer 3

global

Question 4

Segmentation based on life conditions that have a potential impact of product/service purchase decisions is called ________

A) cohorts of society.
B) family.
C) income.
D) family life cycle stage.

Question 5

Which of the following is not one of the main generational cohorts in the US market as per Pew Research Centre?

A) Generation Z
B) Silent generation
C) Baby boomers
D) Young parents

Question 6

What does ethnicity equate to?

A) Age
B) Religion
C) Race
D) National country/culture of origin

Question 7

Which of the following is not one of the accepted grade definitions used in the UK to reflect social class?

A) Upper middle
B) Middle Middle
C) Lower middle
D) Working class

Question 8

Psychographic bases of segmentation centre on __________

A) perceptual issues.
B) mental issues.
C) imaginary issues.
D) prior experience.

Question 9

Kotler (2003) lists four main variations of personality; they are

A) compulsive, gregarious, futuristic, and ambitious.
B) comprehensive, gregarious, authoritarian, and ambitious.
C) compulsive, gregarious, authoritarian, and ambitious.
D) compulsive, gratuitous, authoritarian, and ambitious.

Question 10

Shalom Schwartz (1994) focuses on the identification of basic cultural core values. The seven cultural values they identified do NOT include

A) conservatism.
B) mastery.
C) affective autonomy.
D) effective autonomy.

Question 11

The VALS typology combines _______ and ________ approach to segmentation.

A) psychological, income
B) psychological, demographics
C) geographical, demographics
D) emotional, demographics

Question 12

For the US market SRI identified eight separate groups for segmentation purposes. Which of the following is not one of them?

A) Actualizers
B) Experiencers
C) Believers
D) Bohemians

Question 13

Grouping consumers having similar uses for, and responses to particular products or services is called _______ segmentation.

A) intuitive
B) consumer centric
C) behavioural
D) psychographic

Question 14

Which are the five levels of loyalty?

A) Brand desire, brand loyalty, split loyalty, shifting loyalty, no loyalty
B) Brand insistence, brand loyalty, split loyalty, shifting loyalty, no loyalty
C) Brand insistence, brand loyalty, stuck loyalty, shifting loyalty, no loyalty
D) Brand insistence, brand loyalty, split loyalty, shifting loyalty, complete loyalty

Question 15

Segmenting consumers on the bases of key benefits that consumers seek from the use of some product/service is called_______

A) benefits segmentation.
B) needs segmentation.
C) desire segmentation.
D) active segmentation.

Question 16

Cluster analysis, conjoint analysis, discriminant analysis, and perceptual mapping are tools used for _____

A) targeting.
B) positioning.
C) segmentation.
D) strategizing.

Question 17

Within-group differences are minimized and the between-group differences are maximized in which segmentation tool?

A) Cluster analysis
B) Conjoint analysis
C) Discriminant analysis
D) Multidimensional scaling

Question 18

Which segmentation tool visually demonstrates how particular consumers view the various offerings?

A) Cluster analysis
B) Conjoint analysis
C) Discriminant analysis
D) Multidimensional scaling

Question 19

Which segmentation tool uses a series of possible product/service attribute combinations?

A) Cluster analysis
B) Conjoint analysis
C) Discriminant analysis
D) Multidimensional scaling

Question 20

Palmer & Miller's (2004) framework used for segmentation can be done based on either____________ or ____________

A) who the buyer is; where the buyer shops.
B) where the buyer shops; what is being bought.
C) where the buyer lives; what is being bought.
D) who the buyer is; what is being bought.

Question 21

________ involves deciding on the number of different segments to serve and the best action plans to reach the identified segments.

A) Segmentation
B) Positioning
C) Targeting
D) Marketing

Question 22

As per Derek F Abell (1980) the firm faces which of the following choices for targeting?

A) Single segment concentration
B) Selective specialization
C) Product specialization
D) All of the options given are correct.

Question 23

When a firm aims a variety of product variants at one particular market segment, it is called ______targeting strategy.

A) market specialization
B) product specialization
C) selective specialization
D) single segment concentration

Question 24

As per Kotler (2003) segments must be

A) measurable.
B) accessible.
C) differentiable.
D) All of the options given are correct.

Question 25

Perceptual position of a brand within the mind of the consumer is called _________

A) segmentation.
B) positioning.
C) targeting.
D) focusing.

Question 26

Al Reis and Jack Trout said that there is a __________inside every consumer's head for each and every product and service.

A) view
B) hill
C) ladder
D) stairway

Question 27

The ability for the firm to keep its product/brand/company name foremost in the mind of the target consumer is called ________

A) positioning.
B) targeting.
C) consumer equity.
D) consumer franchise.

Question 28

Consumer franchise has two components; they are

A) behavioural, attitudinal.
B) behavioural, emotional.
C) behavioural, financial.
D) behavioural, cognitive.

Question 29

_________ represents a map of various offerings within the minds of the target consumers.

A) Positioning
B) Targeting
C) Perceptual mapping
D) Consumer franchise

Question 30

When looking at perceptual maps marketers often say that "________ equals ________"

A) perception, reality.
B) action, results.
C) strategy, performance.
D) strategy, reality.

Question 31

________ segmentation involves the creation of in-depth socio-spatial profiles for small geographic areas of interest.

A) Behavioural
B) Emotional
C) Geodemographic
D) Geobehavioural

Question 32

The key strategic issue associated with positioning is to

A) present a clear and consistent message to the target audience.
B) present a unique and new message to the target audience.
C) present a differentiated and new message to the target audience.
D) present a clear and new message to the target audience.

Question 33

The company that constantly tinkers with image stands the chance of

A) winning its target market.
B) confusing its target market.
C) convincing its target market.
D) attacking its target market.

Question 34

What is the relatively new tool for marketers to track immediate customer reactions without annoying them through the use of intrusive mechanisms?

A) Data monetization
B) Big data tracking
C) Real-time experience tracking
D) Social media profiling

Question 35

Which of the following is not a way suggested by Experian for better data monetization?

A) Data profiling and discovery
B) Data cleaning and enhancement
C) Database creation
D) Data standardization