The key advantage of mass marketing, as compared to market segmentation, is:
Market Segmentation

Quiz
•
Science
•
University
•
Hard
Henning Kreis
Used 20+ times
FREE Resource
12 questions
Show all answers
1.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
brand building
economies of scale
customer engagement
customer understanding and being close to the customer
market responsiveness
2.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
Market segmentation is defined as dividing a market into smaller segments with distinct needs, characteristics, or behaviors that require ____
separate management teams
unique pricing points
careful attention and planning
separate marketing strategies and marketing mixes
environmental analysis
3.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
Loyalty status is a segmentation approach that would be considered to belong to which main segmentation base?
Geographic
Demographic
Psychographic
Behavioral
Benefit
4.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
If a firm considered that cultural factors were important in their marketing, then which major segmentation base would probably be most appropriate for them?
Geographic
Demographic
Psychographic
Behavioral
Benefit
5.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
Colgate toothpaste offers a broad range of toothpaste products – for sensitive teeth, teeth whitening, for cavity protection, and so on – therefore they appear to be using what form of segmentation?
Geographic
Demographic
Psychographic
Behavioral
Benefit
6.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
In terms of evaluating market segments on a criteria, each segment identified should be relatively unique as compared to other segments. This would meet the criteria of:
Measurable
Differentiable
Accessible
Actionable
Substantial
7.
MULTIPLE CHOICE QUESTION
1 min • 1 pt
If a market segmentation approach identifies several segments that are not differential or actionable, then the recommendation would be to:
Implement a niche marketing approach
Move to mass marketing
Consider another market
Pursue the most attractive segment
Combine some of these market segments
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