Top 10 learning questions

TOP 10 Learning Questions

Ch 8: Identifying Market Segments and Targets

Myrtle FrantillaApril 14, 2011

http://myrtlefrantilla.blogspot.com/ 1

http://myrtlefrantilla.blogspot.com/ 2http://myrtlefrantilla.blogspot.com/

1. All of these are included in Four Levels of Micro Marketing except

A.

B.

C.

D.

E.

Segment

Local Areas

Niche

Social Class

Individual

http://myrtlefrantilla.blogspot.com/

Four Levels of Micro Marketing

3http://myrtlefrantilla.blogspot.com/

Segments Niches

Local Areas Individuals

http://myrtlefrantilla.blogspot.com/ 4http://myrtlefrantilla.blogspot.com/

1. All of these are included in Four Levels of Micro Marketing except

A.

B.

C.

D.

E.

Segment

Local Areas

Niche

Social Class

Individual


2. In the steps of segmentation process, what is the fourth step?


A.

B.

C.

D.

E.

Segment AttractivenessSegment IdentificationSegment Positioning

Segment Acid Test

Segment Profitability


Steps in Segmentation Process





Needs-based Segmentation

Segment Identification









Segment Attractiveness
















Segment Positioning








Segment Positioning

Segment Acid Test








Segment Positioning

Segment Acid Test

Marketing Mix Strategy


2. In the steps of segmentation process, what is the fourth step?


A.

B.

C.

D.

E.

Segment AttractivenessSegment IdentificationSegment Positioning

Segment Acid Test



3. A market segment consists of a group of customers who share a similar set of needs and wants.


A.

B.

True

False

Market Segment

Targeting a group of customers

who share a similar set ofneeds and wants.



3. A market segment consists of a group of customers who share a similar set of needs and wants.


A.

B.

True

False


4. Which among these are not included in Segmenting Consumer Markets?

A.

B.

C.

D.

E.

Demographic

Behavioral

Social

Psychographic

Geographic


Geographic

Demographic

Psychographic

Behavioral

Segmenting Consumer Markets


4. Which among these are not included in Segmenting Consumer Markets?

A.

B.

C.

D.

E.

Demographic

Behavioral

Social

Psychographic

Geographic


5. ________ is a/an effective Segmentation Criteria where Segments must respond differently to various marketing mix elements & programs.


Measurable Measurable

AccessibleAccessible

SubstantialSubstantial

DifferentialDifferential

ActionableActionable

A.

B.

C.

D.

E.

Effective Segmentation Criteria


Size, profiles of segments can be measured.

Segments can be effectively and efficiently reached. Segments are profitable enough to serve.






Segments must respond differently to various marketing mix elements & programs.

Programs can be designed to attract the segments.


5. ________ is a/an effective Segmentation Criteria where Segments must respond differently to different marketing mix elements & programs.







A.

B.

C.

D.

E.


6. Below are Patterns of Target Market Selection. But which of these is an example Product Specialization?


A. B. C.

D. E.

Patterns of Target Market Selection







6. Below are Patterns of Target Market Selection. But which of these is an example Product Specialization?


A. B. C.

D. E.


7. Initiator, Influencer, Decider, Buyer and User are examples of Behavioral Variables.

True

False

A.

B.


Behavioral Segmentation


Decision Roles

• Initiator

• Influencer

• Decider

• Buyer

• Seller

Behavioral Variable• Occasions

• Benefits

• User Status

• Buyer Readiness• Loyalty Status

• User Rate

• Attitude


7. Initiator, Influencer, Decider, Buyer and User are examples of Behavioral Variables.

True

False

A.

B.


8. Demographic, Operating Variable, Purchasing Approach, Situational Factors, And Personal Characteristic are concept of ___________________.

Segmenting for Business Market


A.

B.

Demographic Segmentation

Evaluating Market Segments


C.

D.

E.


Demographic


Operating Variable

Purchasing Approaches

Situational Factors

Personal Characterstic

Segmenting Business Markets

Segmenting Business Markets

Demographic segmentation– Industry, company size, location

Operating variables– Technology, usage status,

customer capabilities Purchasing approaches Situational factors

– Urgency, specific application, size of order

Personal characteristics– Buyer-seller similarity, attitudes

toward risk, loyalty



8. Demographic, Operating Variable, Purchasing Approach, Situational Factors, And Personal Characteristic are concept of ___________________.

Segmenting for Business Market


A.

B.


Evaluating Market Segments


C.

D.

E.


9. What are two types of Target Market in a Behavioral Segmentation?

Aware and Unaware

Tried and Not Tried

A.

B.

Regular user and Occasional User

User and Non User

None of the Above

C.

D.

E.

Behavioral Segmentation Breakdown



9. What are two types of Target Market in a Behavioral Segmentation?

Aware and Unaware

Tried and Not Tried

A.

B.

Regular user and Occasional User

User and Non User

None of the Above

C.

D.

E.


10. Age Life Cycle, Life Stage, Gender, Income, Generation, Social Class are types of Demographic Segmentation.

True

False

A.

B.


Age and Life Cycle



Life Stage

Gender

Income

Generation

Social Class


10. Age Life Cycle, Life Stage, Gender, Income, Generation, Social Class are types of Demographic Segmentation.

True

False

A.

B.

Source


Marketing Management• Philip Kotler and Kevin Lane Keller, 13th Edition

TOP 10 Learning Questions

Ch 8: Identifying Market Segments and Targets

Myrtle FrantillaApril 14, 2011


Documents

Top 10 learning questions