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Question 01

Market ______ is the process of identifying groups of customers with basically similar wants, needs, preferences or buying behaviours.

a) development

b) positioning

c) segmentation

d) targeting

Question 02

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

a) Socio-economic

b) Demographic

c) Competitive position

d) Psychographic

Question 03

Which of the following statements about segmentation by age is TRUE?

a) For most products, it can effectively be used as a single stand alone basis for segmentation.

b) Although it is easy to measure it is difficult to estimate how many people in a particular age bracket live in a particular town or country.

c) People may exhibit characteristics of the age they feel rather than their biological age.

d) Consumers' tastes don't change as they get older, but they do need different products.

Question 04

Marketers still refer to the A/B/C1/C2/D/E basis of classification because:

a) it fully explains the link between each class and their buying behaviour.

b) it is simple and there is shared understanding about the general characteristics of the people in each group.

c) it has never been improved upon.

d) there is a legal requirement to use it for reporting purposes.

Question 05

For marketers, geodemographic classification is essentially based on an assumption that:

a) attitudes lead to the development of a lifestyle.

b) lifestyle leads to the development of an attitude.

c) where you live affects the things you buy.

d) social class is independent of geographical location.

Question 06

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

a) size of the segment

b) size of the company

c) accessibility by the company to the segment

d) the extent to which members of the segment can be identified

Question 07

Marketers use a number of definitions of household income in their segmentation and targeting activities. What does disposable income refer to?

a) the income that individuals have available to spend after taxation

b) income before the deduction of taxes

c) total gross income

d) income less child benefit receipts

Question 08

Positioning of a product is based on:

a) the price charged for the product.

b) the promotional pitch for the product.

c) product characteristics.

d) all of the above

Question 09

Which of the following is the best example of a geodemographic measurement system?

a) MOSAIC

b) MINTEL

c) CIM

d) CRM

Question 10

A marketer needs to be aware of the criteria by which the effectiveness of their segmentation procedures can be assessed. Which of the following is NOT a criterion for evaluating the resulting market segments?

a) Perishability

b) Size of the resulting segment

c) Measurability

d) Accessibility

Oxford University Press, Online Resource Centre, Chapter 05.

Chapter 05

Instructions