CHAPTER 5: MARKET SEGMENTATION, TARGETING AND POSITIONING

1. 1. The process of classifying people who form a given market into even smaller groups is called:

   
   

• A. Market development

• B. Market segmentation

• C. Mass marketing

• D. Macro-marketing

2. 2. When Campbell's makes nacho cheese soup for Texas and Cajun gumbo soup for Louisiana, what kind of segmentation is it practicing?

• A. Geographic

• B. Behavioral

• C. Psychographic

• D. Demographic

3. 3. Which segmentation method is NOT considered to be in the category of "psychographic segmentation"

• A. Beliefs

• B. Occupation

• C. Personality

• D. Lifestyle

4. 4. All of these are considered to be major variables for segmenting markets EXCEPT...

   
   

• A. Geographic

• B. Behavioral

• C. Psychographic

• D. Moods

5. 5. If a firm were to obtain information about light, medium, and heavy users of a product or service, what kind of segmentation would they be practicing?

• A. Geographic

• B. Demographic

• C. Behavioral

• D. Psychographic

6. 6. Which of the following is an example of individual marketing?

• A. The customization of a computer database to meet the needs of a client company

• B. The development of database software designed specifically for healthcare professionals

• C. 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

• D. 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

7. 7. Which of the following statements is true about positioning strategies?

• A. Not all products can be differentiated.

• B. The end result of positioning is the successful creation of a market-focused value proposition.

• C. All brand differentiation strategies are meaningful and worthwhile.

• D Positioning strategies must stress real benefits or they will fail.

8. 8. A ________analysis is based on a customers changes in attitudes, lifestyles, and opinions.

   
   

• A. Demographic

• B. Geographic

• C. Social-Cultural(Psychographics)

• D. Behavioral

9. 9. The change in climate of the city, where a product is being sold will affect the __________region of the marketing plan.

   
   

• A. Geographic

• B. Psychographic

• C. Demographic

• D. Telepathic

10. 10. Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.

• 
  A. Benefit

• B. Usage rate

• C. User status

• D. Psychographic