Segmentation, Targeting and Positioning Quiz

What is the first step in segmenting a market?

• List the potential needs in this market or product category

• Choose a basis or bases for segmenting the market

• Select a market or product category for the study

• Select segment descriptors

Which of the following is NOT a basis for segmenting consumer markets?

• Demographic

• Geographic

• Behaviorgraphic

• Technographic

What is the purpose of identifying a homogenous segment in market segmentation?

• To confuse consumers

• To increase competition

• To differentiate from other segments

• To make the market more complex

When selecting a target market, what should marketers consider?

• The size of the global population

• The weather in the target area

• The brand loyalty of potential customers

• The number of competitors in the market

Which of the following is a positioning strategy based on attributes or benefits?

• Positioning by user

• Positioning by competitors

• Positioning by use

• Positioning by quality or price

What is the last step in the STP process?

• Segmentation

• Targeting

• Analysis

• Positioning

What is the role of a positioning statement?

• To confuse consumers

• To create a clear image in the consumer's mind

• To increase competition

• To reduce brand loyalty

Which of the following is a demographic segmentation base?

• Demographic

• Behaviorgraphic

• Psychographic

• Geographic

What is the purpose of perceptual mapping in brand positioning?

• To identify competitors

• To visually represent consumer perceptions

• To create a unique positioning idea

• To confuse consumers

What is the main objective in the market segmentation process?

• To confuse consumers

• To increase competition

• To identify a homogenous segment

• To reduce brand loyalty