Marketing Quiz: Chapter 11

The aim of segmentation

• Identify groups of people that can be met by a single product

• All buyers are alike

• reach the entire population

Market segments or sub groups

• Have similar behaviour, backgrouinds, values and needs.

• Smaller groups are more difficult to market to

• More difficult to satisfy

Targeting

• makes it difficult to divide the market

• Is less practical

• Choosing the segments that a company can reach best

Positioning

• is part of targeting

• Is the relationship between brands and other brands

• is not really important

Segmentation makes products

• More fun

• Less fun

People learn to ignore advertising messages over time

• True

• Not true

Mass Marketing has become less effective over time

• True

• Not True

A segment must NOT be

• Measurable

• Accessible

• Sustainable

• Congruent

• Unstable

Ways to segment the market are NOT:

• Geographic

• Demographic

• Geo-demographic

• Behavioral

• the Delphi method