Question 1

Personality traits and lifestyle of a consumer are:

Accepted Answer

A)  factual, consumer-rooted variables. 
B)  cognitive, consumption specific variables. 
C)  cognitive, consumer-rooted variables. 
D)  factual, consumption-specific variables.

Question 2

Behavioural targeting is likely to be employed by businesses who are taking a countersegmentation strategy.

Accepted Answer

A) True 
 B)False

Question 3

The four groupings of bases for market segmentation can be described through two different criteria:

Accepted Answer

A)  facts vs. cognitions, and; company-rooted vs. company-specific. 
B)  facts vs. cognitions, and; consumer rooted vs. consumption-specific. 
C)  thoughts vs. actions, and; consumer-rooted vs. consumption-specific. 
D)  thoughts vs. actions and; company-rooted vs. company-specific.

Question 4

Cadbury changing its Schweppes ginger ale brand from a mixer for alcoholic drinks to a soft drink by refocusing its product mix (with more emphasis on flavoured ginger ales, such as raspberry ginger ale), its advertising and its packaging, is an example of:

Accepted Answer

A)  repositioning. 
B)  re-targeting. 
C)  rebranding. 
D)  market segmentation.

Question 5

The benefits of segmentation, targeting and positioning are:

Accepted Answer

A)  consumers will perceive the product as better fulfilling their specific needs. 
B)  it enables organisations to avoid head-on competition in the marketplace. 
C)  it is more profitable than mass marketing. 
D)  all of the above.

Question 6

An airline distinguishing between travellers who use Economy Class, Business Class and First Class is an example of what type of sociocultural segmentation?

Accepted Answer

A)  Family life cycle segments. 
B)  Social class segments. 
C)  Core cultural values. 
D)  Subcultural membership.

Question 7

Segmenting consumers based on their motivations, personality, perceptions, learning, level of involvement or attitudes is part of psychological segmentation.

Accepted Answer

A) True 
 B)False

Question 8

Benefit (or needs-based) segmentation requires finding the major benefits people look for in the product class, the kinds of people who look for each benefit and the brands that deliver each benefit.

Accepted Answer

A) True 
 B)False

Question 9

With the increasing fragmentation of Australian mass markets into hundreds of micromarkets, each having a different lifestyle with different requirements, target marketing is increasingly taking the form of:

Accepted Answer

A)  micromarketing. 
B)  target marketing. 
C)  specific subgroup targeting. 
D)  micromanaging.

Question 10

_______ is developing a distinct image for the product or service in the mind of the consumer that will differentiate the offering from competing ones.

Accepted Answer

A)  Segmentation 
B)  Targeting 
C)  Positioning 
D)  None of the above

Question 11

Selecting a market segment of single females, aged between 18-34 years, who have minimally completed high school is a form of what basis for segmentation?

Accepted Answer

A)  Geographic. 
B)  Psychographic. 
C)  Psychological. 
D)  Demographic.

Question 12

Many providers of microtargeting claim to have developed 'formulas' (or propriety algorithms) that assign consumers into groups in a way that enables marketers to predict the impact of the messages sent.

Accepted Answer

A) True 
 B)False

Question 13

_______is accomplished by changing the promotional appeal, the distribution strategy or the price, based on the characteristics of a new segment or changing characteristics of the existing segment.

Accepted Answer

A)  Positioning 
B)  Market segmentation 
C)  Repositioning 
D)  Targeting

Question 14

User-related segmentation is a popular and effective form of segmentation that categorises consumers in terms of their personality traits and characteristics.

Accepted Answer

A) True 
 B)False

Question 15

A heightened interest in leisure travel that often occurs when people (single and married) reach their late 50s or early 60s, and an interest in learning to play golf are examples of:

Accepted Answer

A)  the cohort effect. 
B)  ageing. 
C)  the conforming effect. 
D)  the age effect.

Question 16

Geodemographic segmentation is most useful when advertisers' best prospects (in terms of affluence, available time, goals and interests) can be isolated in terms of where they live.

Accepted Answer

A) True 
 B)False

Question 17

The necessary criteria for successful segmentation include all of the following except:

Accepted Answer

A)  large enough population. 
B)  general affluence of population. 
C)  population with positive buying behaviours. 
D)  sufficient diversity to be capable of being partitioned.

Question 18

If a company is new and has not had many financial successes yet, a differentiation strategy would be better.

Accepted Answer

A) True 
 B)False

Question 19

Groups of individuals born during the same period of time who grow and travel through life together, experiencing similar events as they grow up are called:

Accepted Answer

A)  consumer cohorts. 
B)  baby boomers. 
C)  market segments. 
D)  none of the above.

Question 20

Sociocultural segmentation studies employ a battery of statements designed to identify relevant aspects of a consumer's personality, buying motives, interests, attitudes, beliefs and values.

Accepted Answer

A) True 
 B)False

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

Personality traits and lifestyle of a consumer are:

Behavioural targeting is likely to be employed by businesses who are taking a countersegmentation strategy.

The four groupings of bases for market segmentation can be described through two different criteria:

Cadbury changing its Schweppes ginger ale brand from a mixer for alcoholic drinks to a soft drink by refocusing its product mix (with more emphasis on flavoured ginger ales, such as raspberry ginger ale) , its advertising and its packaging, is an example of:

The benefits of segmentation, targeting and positioning are:

An airline distinguishing between travellers who use Economy Class, Business Class and First Class is an example of what type of sociocultural segmentation?

Segmenting consumers based on their motivations, personality, perceptions, learning, level of involvement or attitudes is part of psychological segmentation.

Benefit (or needs-based) segmentation requires finding the major benefits people look for in the product class, the kinds of people who look for each benefit and the brands that deliver each benefit.

With the increasing fragmentation of Australian mass markets into hundreds of micromarkets, each having a different lifestyle with different requirements, target marketing is increasingly taking the form of:

_______ is developing a distinct image for the product or service in the mind of the consumer that will differentiate the offering from competing ones.

Selecting a market segment of single females, aged between 18-34 years, who have minimally completed high school is a form of what basis for segmentation?

Many providers of microtargeting claim to have developed 'formulas' (or propriety algorithms) that assign consumers into groups in a way that enables marketers to predict the impact of the messages sent.

_______is accomplished by changing the promotional appeal, the distribution strategy or the price, based on the characteristics of a new segment or changing characteristics of the existing segment.

User-related segmentation is a popular and effective form of segmentation that categorises consumers in terms of their personality traits and characteristics.

A heightened interest in leisure travel that often occurs when people (single and married) reach their late 50s or early 60s, and an interest in learning to play golf are examples of:

Geodemographic segmentation is most useful when advertisers' best prospects (in terms of affluence, available time, goals and interests) can be isolated in terms of where they live.

The necessary criteria for successful segmentation include all of the following except:

If a company is new and has not had many financial successes yet, a differentiation strategy would be better.

Groups of individuals born during the same period of time who grow and travel through life together, experiencing similar events as they grow up are called:

Sociocultural segmentation studies employ a battery of statements designed to identify relevant aspects of a consumer's personality, buying motives, interests, attitudes, beliefs and values.