Chapter4Multiple Choice Questions

1. The process of dividing a market into groups of customers who have similar needs, so that a business can concentrate its efforts on serving the needs of a selected groupeffectively,is called:

a)Market concentration

b)Market positioning

c)Marketsegmentation

d) Targeted selling

2.When an identified segment is easy to target and is reachable with a specific marketing plan in acost effectiveway, it is a said to be:

a)Accessible

b)Actionable

c) Measurable

d) Substantial

3.The family life cycleis:

a) Away to apply psychological segmentation

b) Away to apply geographical segmentation

c) Away to apply demographic segmentation

d) Away to apply behavioural segmentation

4.What variable hasSmart Options Ltd used tosegment its customers into heavy users, light users, frequent users and occasional users oftheir car hire services?

a) Brand loyalty

b) Usage rate

c) User status

d) Benefit sought

5.IfAjie'sLaw Chamberswere to divide a market into groups based on clientknowledge, attitude, use, or response to legal services, theywould be using which of the following segmentation forms?

a)Occasion segmentation

b)Psychologicalsegmentation

c)Loyalty and use segmentation

d)Behaviouralsegmentation

6.Segmenting international marketscan prove difficult. However,companies often segment based on geographical location and economic development.Using geographical location, all of the following countriescan be segmented into one groupEXCEPT:

a)Belgium

b)Finland

c)Bolivia

d)Estonia

7.Why is market segmentation carried out?

a) Itbreaksdown large markets into smaller markets

b) It provides an opportunity to surpass competitors

c)Itprovides a commercially viable method of serving customers

d) It allows the achievement of greater market share

8.When a company identifies the segment(s) of the market it can serve best and most profitably, it is practicing:

a) Market differentiation

b) Efficient decision-making

c) Market targeting

d) Marketing positioning

9.Segmentedmarketingstrategyisalso known as ________ and isbased around _____________.

a)Differentiatedmarketing; focusing marketingefforts on a number of segments

b)Customisedmarketing; focusing marketing effortsonindividual customers

c)Undifferentiated marketing; focusing marketing efforts on the mass market

d)Concentratedmarketing; focusing marketing effort on one segment

10.IfDzommyConsultingdirects or orients its marketing mix to only one of three possible segments, what would be the most suitable term to describethis?

a)Undifferentiated marketing

b)Differentiated marketing

c)Concentrated marketing

d)Variability marketing

11.Whichstrategy canonly be sustainedwhen demandsignificantlyexceeds supply,and in situations of monopolywhere there is no competition?

a) Undifferentiated marketing strategy

b) Differentiatedmarketing strategy

c) Concentratedmarketing strategy

d) Customizedmarketing strategy

12.If a marketer wanted to set a competitive position for a product and followsthis with a detailed marketing mix that would be appropriate to that position, the process would be called:

a)Marketing mix matrix

b)Market Targeting

c)Market Positioning

d)Market Differentiation