Market segmentation, targeting and positioning

Quiz
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Other
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University
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Hard
Boris Berthon
Used 771+ times
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13 questions
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1.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
Traditionally, mass marketing of a consumer product results in:
the largest potential market for that product
increased product prices due to the lack of differentiation and decreased competition
easier channel selections
fewer competitors because there are fewer markets
lower profit margins
2.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
The major benefit of following an undifferentiated approach is:
less competition
cost economies
greater profit
greater consumer satisfaction
broad product lines
3.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
A(n) ___________ market is characterized by a fairly narrowly defined market with a complete and distinct set of needs, and a willingness to pay a premium to meet those needs.
local
niche
individual
derived
homogeneous
4.
MULTIPLE CHOICE QUESTION
2 mins • 1 pt
Which of the following is an example of individual marketing?
the customization of a computer database to meet the needs of a client company
the providing of a multi-use computer database software program that will perform nearly all the operations a typical company would need it to perform
the development of database software designed specifically for healthcare professionals
the identification of an unserved, small group of companies who need database software and the specific marketing activities aimed at this group
the use of a web site where a customer reviews a product catalog, selects what is wanted, types in modifications desired, and places an order
5.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
The opposite of a market with homogeneous preference is a market with a ______________ preference.
derived
stratified
diffused
randomized
clustered
6.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
The first step in market segmentation is:
the determination of segment profitability
needs-based segmentation
segment identification
the use of predetermined segment attractiveness criteria
segment positioning
7.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
MicroFridge is a combination microwave, refrigerator, and freezer that is designed for people who are short on living space and need to make the best possible use of every inch of space they do have. MicroFridge uses a(n) ______________ segmentation strategy.
user rate
lifestyle
family life cycle
benefit
occasion
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