Take the quiz test your understanding of the key concepts covered in the chapter. Try testing yourself before you read the chapter to see where your strengths and weaknesses are, then test yourself again once you’ve read the chapter to see how well you’ve understood. Show 1. Markets are product groupings. True or false? True False 2. ‘Customer’ and ‘consumer’ mean the same thing. True or false? True False 3. If they are homogeneous, it means that customers are likely to respond in similar ways to marketing mix elements. True or false? True False 4. ‘Benefits sought’ can be used to segment both consumer and business markets. True or false? True False 5. ‘Adopter type’ can be classed as a demographic variable. True or false? True False 6. What is the term for the process of dividing a total market into subgroups so that each group consists of buyers and users who share similar characteristics, but who are different from those in the other groups?
Answer: d. market segmentation 7. What is undifferentiated marketing?
Answer: d. mass marketing
8. Lifestyle is an example of which type of segmentation variable?
Answer: a. psychographics 9. Loyalty status is an example of which type of segmentation variable?
10. What are the criteria for designing workable marketing segments?
Answer: b. measurable, heterogeneous, homogeneous, substantial, operational and accessible 11. Festive Flowers have a number of shops, each of which serves a specific area. What type of market segmentation base are they using?
12. What is the term for segmentation systems such as ACORN and MOSAIC that have analysed the UK population by postcode?
Answer: c. geodemographics 13. Which of the following is an example of a behavioural segmentation base?
14. What does SIC stand for?
Answer: e. standard industry classification 15. John and Joan are both 68 and retired. Their children have long since left home and now have families of their own. Which stage of the family life cycle are John and Joan likely to be in?
16. In the STP five-stage process, what follows on from stage two, identify market segments?
Answer: c. selecting target market 17. What is the marketing term for how a target market perceives a brand in relation to competing brands?
18. There are five principal characteristics that will make a market segment particularly attractive for targeting. Four of these are: (1) it has sufficient current and potential sales and profits; (2) it has the potential for sufficient future growth; (3) it does not have excessive barriers or costs to entry or exit; and (4) it has some relatively unsatisfied needs that the company can serve particularly well. What is the fifth?
Answer: b. It is not overly competitive. 19. What is a perceptual map used to assess?
Answer: c. customer/consumer perceptions of competing brands 20. What is the marketing term for a relatively small, well-defined and very focused target market?
Answer: d. a niche market 21. Geographic, which is based on location, and ______ segmentation, which is based on population characteristics, are probably the most widely used forms of segmentation. 22. ACORN stands for a classification of ______ neighbourhoods. 23. VALS is a ______ segmentation model. 24. Targeting two or more market segments, and delivering a different marketing programme to each, would be a ______ targeting strategy. 25. The brand’s ______ is the place a brand is perceived to occupy in the minds of the target market relative to competing brands. How consumers perceive a product relative to the competition?Positioning is how consumers perceive a product relative to the competition. Companies want to have a distinctive image and offering that stands out from the competition in the minds of consumers. One way to position your product is to plot customer survey data on a perceptual map.
What are the 4 types of target market?Demographic, psychographic, behavioral and geographic segmentation are considered the four main types of market segmentation, but there are also many other strategies you can use, including numerous variations on the four main types. Here are several more methods you may want to look into.
How a product is perceived by a target audience is called?Positioning is an essential part of launching your product and company in the market. Positioning creates an image of your company's product in the mind of your target customer. The term “positioning” should be viewed both as a verb and a noun.
What is recognizing the target market?A target market is a group of potential customers that you identify to sell products or services to. Each group can be divided into smaller segments. Segments are typically grouped by age, location, income and lifestyle.
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