Segmentation, Targeting, And Complete Test Bank Chapter 4

Chapter 4: Segmentation, targeting, and positioning strategies

Test Bank

Type: multiple choice question

Title: Chapter 04 Question 01

1) The identification of subgroups of consumers with similar wants and buying requirements is called

a. positioning.

b. segmentation.

c. focus strategy.

d. market development.

Type: multiple choice question

Title: Chapter 04 Question 02

2) Which segmentation technique focuses on the where issue?

a. Geographic

b. Demographic

c. Psychographic

d. Behaviour

Type: multiple choice question

Title: Chapter 04 Question 03

3) In ________ segmentation the company sees the entire world as its appropriate playing field.

a. local

b. global

c. regional

d. micro

Type: multiple choice question

Title: Chapter 04 Question 04

4) Segmentation based on life conditions that have a potential impact of product/service purchase decisions is called ________

a. cohorts of society.

b. family.

c. income.

d. family life cycle stage.

Type: multiple choice question

Title: Chapter 04 Question 05

5) Which of the following is not one of the main generational cohorts in the US market as per Pew Research Centre?

a. Generation Z

b. Silent generation

c. Baby boomers

d. Young parents

Type: multiple choice question

Title: Chapter 04 Question 06

6) What does ethnicity equate to?

a. Age

b. Religion

c. Race

d. National country/culture of origin

Type: multiple choice question

Title: Chapter 04 Question 07

7) Which of the following is not one of the accepted grade definitions used in the UK to reflect social class?

a. Upper middle

b. Middle Middle

c. Lower middle

d. Working class

Type: multiple choice question

Title: Chapter 04 Question 08

8) Psychographic bases of segmentation centre on __________

a. perceptual issues.

b. mental issues.

c. imaginary issues.

d. prior experience.

Type: multiple choice question

Title: Chapter 04 Question 09

9) Kotler (2003) lists four main variations of personality; they are

a. compulsive, gregarious, futuristic, and ambitious.

b. comprehensive, gregarious, authoritarian, and ambitious.

c. compulsive, gregarious, authoritarian, and ambitious.

d. compulsive, gratuitous, authoritarian, and ambitious.

Type: multiple choice question

Title: Chapter 04 Question 10

10) Shalom Schwartz (1994) focuses on the identification of basic cultural core values. The seven cultural values they identified do NOT include

a. conservatism.

b. mastery.

c. affective autonomy.

d. effective autonomy.

Type: multiple choice question

Title: Chapter 04 Question 11

11) The VALS typology combines _______ and ________ approach to segmentation.

a. psychological, income

b. psychological, demographics

c. geographical, demographics

d. emotional, demographics

Type: multiple choice question

Title: Chapter 04 Question 12

12) For the US market SRI identified eight separate groups for segmentation purposes. Which of the following is not one of them?

a. Actualizers

b. Experiencers

c. Believers

d. Bohemians

Type: multiple choice question

Title: Chapter 04 Question 13

13) Grouping consumers having similar uses for, and responses to particular products or services is called _______ segmentation.

a. intuitive

b. consumer centric

c. behavioural

d. psychographic

Type: multiple choice question

Title: Chapter 04 Question 14

14) Which are the five levels of loyalty?

a. Brand desire, brand loyalty, split loyalty, shifting loyalty, no loyalty

b. Brand insistence, brand loyalty, split loyalty, shifting loyalty, no loyalty

c. Brand insistence, brand loyalty, stuck loyalty, shifting loyalty, no loyalty

d. Brand insistence, brand loyalty, split loyalty, shifting loyalty, complete loyalty

Type: multiple choice question

Title: Chapter 04 Question 15

15) Segmenting consumers on the bases of key benefits that consumers seek from the use of some product/service is called_______

a. benefits segmentation.

b. needs segmentation.

c. desire segmentation.

d. active segmentation.

Type: multiple choice question

Title: Chapter 04 Question 16

16) Cluster analysis, conjoint analysis, discriminant analysis, and perceptual mapping are tools used for _____

a. targeting.

b. positioning.

c. segmentation.

d. strategizing.

Type: multiple choice question

Title: Chapter 04 Question 17

17) Within-group differences are minimized and the between-group differences are maximized in which segmentation tool?

a. Cluster analysis

b. Conjoint analysis

c. Discriminant analysis

d. Multidimensional scaling

Type: multiple choice question

Title: Chapter 04 Question 18

18) Which segmentation tool visually demonstrates how particular consumers view the various offerings?

a. Cluster analysis

b. Conjoint analysis

c. Discriminant analysis

d. Multidimensional scaling

Type: multiple choice question

Title: Chapter 04 Question 19

19) Which segmentation tool uses a series of possible product/service attribute combinations?

a. Cluster analysis

b. Conjoint analysis

c. Discriminant analysis

d. Multidimensional scaling

Type: multiple choice question

Title: Chapter 04 Question 20

20) Palmer & Miller’s (2004) framework used for segmentation can be done based on either____________ or ____________

a. who the buyer is; where the buyer shops.

b. where the buyer shops; what is being bought.

c. where the buyer lives; what is being bought.

d. who the buyer is; what is being bought.

Type: multiple choice question

Title: Chapter 04 Question 21

21) ________ involves deciding on the number of different segments to serve and the best action plans to reach the identified segments.

a. Segmentation

b. Positioning

c. Targeting

d. Marketing

Type: multiple choice question

Title: Chapter 04 Question 22

22) As per Derek F Abell (1980) the firm faces which of the following choices for targeting?

a. Single segment concentration

b. Selective specialization

c. Product specialization

d. All of the options given are correct.

Type: multiple choice question

Title: Chapter 04 Question 23

23) When a firm aims a variety of product variants at one particular market segment, it is called ______targeting strategy.

a. market specialization

b. product specialization

c. selective specialization

d. single segment concentration

Type: multiple choice question

Title: Chapter 04 Question 24

24) As per Kotler (2003) segments must be

a. measurable.

b. accessible.

c. differentiable.

d. All of the options given are correct.

Type: multiple choice question

Title: Chapter 04 Question 25

25) Perceptual position of a brand within the mind of the consumer is called _________

a. segmentation.

b. positioning.

c. targeting.

d. focusing.

Type: multiple choice question

Title: Chapter 04 Question 26

26) Al Reis and Jack Trout said that there is a __________inside every consumer’s head for each and every product and service.

a. view

b. hill

c. ladder

d. stairway

Type: multiple choice question

Title: Chapter 04 Question 27

27) The ability for the firm to keep its product/brand/company name foremost in the mind of the target consumer is called ________

a. positioning.

b. targeting.

c. consumer equity.

d. consumer franchise.

Type: multiple choice question

Title: Chapter 04 Question 28

28) Consumer franchise has two components; they are

a. behavioural, attitudinal.

b. behavioural, emotional.

c. behavioural, financial.

d. behavioural, cognitive.

Type: multiple choice question

Title: Chapter 04 Question 29

29) _________ represents a map of various offerings within the minds of the target consumers.

a. Positioning

b. Targeting

c. Perceptual mapping

d. Consumer franchise

Type: multiple choice question

Title: Chapter 04 Question 30

30) When looking at perceptual maps marketers often say that “________ equals ________”

a. perception, reality.

b. action, results.

c. strategy, performance.

d. strategy, reality.

Type: multiple choice question

Title: Chapter 04 Question 31

31) ________ segmentation involves the creation of in-depth socio-spatial profiles for small geographic areas of interest.

a. Behavioural

b. Emotional

c. Geodemographic

d. Geobehavioural

Type: multiple choice question

Title: Chapter 04 Question 32

32) The key strategic issue associated with positioning is to

a. present a clear and consistent message to the target audience.

b. present a unique and new message to the target audience.

c. present a differentiated and new message to the target audience.

d. present a clear and new message to the target audience.

Type: multiple choice question

Title: Chapter 04 Question 33

33) The company that constantly tinkers with image stands the chance of

a. winning its target market.

b. confusing its target market.

c. convincing its target market.

d. attacking its target market.

Type: multiple choice question

Title: Chapter 04 Question 34

34) What is the relatively new tool for marketers to track immediate customer reactions without annoying them through the use of intrusive mechanisms?

a. Data monetization

b. Big data tracking

c. Real-time experience tracking

d. Social media profiling

Type: multiple choice question

Title: Chapter 04 Question 35

35) Which of the following is not a way suggested by Experian for better data monetization?

a. Data profiling and discovery

b. Data cleaning and enhancement

c. Database creation

d. Data standardization