Which of the following are the three broad groups of consumer segmentation criteria?
1
Which of the following are the three broad groups of consumer segmentation criteria?
A) Geographic, demographic and behavioural variables
B) Behavioural, psychographic and profile variables
C) Behavioural, demographic and profile variables
D) Psychographic, demographic and behavioural variables
E) Psychographic, sociological and geographic variables
2
What is the purpose of segmentation?
A) To identify differences in behaviour that have implications for marketing decisions
B) To identify the most profitable consumer segments
C) To target segments that are not targeted by competitors
D) To target segments which match our product/service attributes
E) To target and identify segments which are not catered for at all
3
In the UK social class is usually measured according to which of the following?
A) Occupation
B) Wealth
C) Background
D) Education
E) Residence
4
Which of the following is not a useful base for segmenting organisational markets?
A) By industry
B) By geographic location
C) By individuals within a DMU
D) By purchasing organisation
E) All of the above are useful bases for segmenting organisational markets
5
A company who develops a single marketing mix for the whole market and doesn’t segment the market uses which of the following marketing strategies?
A) Niche Marketing
B) Differentiated Marketing
C) Undifferentiated Marketing
D) Customised Marketing
E) Focused Marketing
6
A differentiated target marketing strategy exploits which of the following?
A) Exploits the differences between marketing segments
B) Exploits the differences between competitors prices
C) Exploits the apathy of consumers
D) Exploits the new trends, fads and fashion
E) Exploits consumer’s value consciousness
7
A target market is sometimes called which of the following?
A) A focus
B) A niche
C) A division
D) An area
E) A sector
8
