segmentation quiz

1. QUIZ
sudheer_730@yahoo.com

2. 1. Geographic segmentation is about:
a) Dividing consumer groups based on
lifestyles.
b) Dividing markets based on location.
c) Understanding the benefit the product
has to offer.
d) Dividing consumer groups based on
social status.
sudheer_730@yahoo.com

3. 2. Demography is a:
A) Study of human behaviour
B) Study of consumers.
C) Study of the population.
D) Study of geographic areas.
sudheer_730@yahoo.com

4. 3. Lifestyle segmentation is about:
A) Understanding how people live and
developing products/services that match
that way of life.
B) Dividing the market into distinct groups
of buyers.
C) Understanding what consumers like or
dislike about their life.
D) Developing stylish products for that
segment.
sudheer_730@yahoo.com

5. 4) The three step process within marketing segmentation
includes:
A) Segmentation, differentiation and
positioning.
B) Targeting, Segmentation, and
Positioning.
C) Segmentation, Targeting and
Positioning.
D) Positioning, Mass Marketing and
Segmentation.
sudheer_730@yahoo.com

6. 5) A.I.O stands for:
A) Activities, Innovation and Opinions
B) Action, Interpretation and
Opportunities.
C) Activities, Interests and Opportunities.
D) Activities, Interest and Opinions
sudheer_730@yahoo.com

7. 6. A reference group is:
A) A group where people feel they belong
to.
B) A group who people refer to for advice.
C) A group of people who sell you
products or services.
D) A group of people who have expert
knowledge on marketing.
sudheer_730@yahoo.com

8. 7. Concentrated marketing is based around:
A) Focusing marketing efforts on a number
of segments.
B) Focusing marketing efforts on the mass
market.
C) Focusing marketing effort on one
segment.
D) Focusing marketing effort on a
particular country.
sudheer_730@yahoo.com

9. 8. Product positioning is about
A) Developing a product.
B) Developing a perception of the
product/service.
C) Product quality decisions.
D )The perception of the product from the
view of the competitors
sudheer_730@yahoo.com

10. 9. Mass marketing is about
A) Aiming a product at one particular
segment.
B) Developing products for different
segments.
C) Going for a global marketing strategy.
D)Aiming the product at the entire market.
sudheer_730@yahoo.com

11. 10. Perceptual maps are used to:
A) Aid in selling a product or service.
B) Aid in positioning a product or service
C) Aid in mass marketing.
D) Aids in competitor analysis.
sudheer_730@yahoo.com

12. ANSWERS
 1-(B)-Dividing markets based on location.
 2-( C) Study of the population.
 3- (A) Understanding how people live and
developing products/services that match that
way of life
 4- (C) Segmentation, Targeting and
Positioning
 5-(D) Activities, Interest and Opinions
sudheer_730@yahoo.com

13.  6-(A) A group where people feel they belong
to.
 7- ( C) Focusing marketing effort on one
segment
 8- (B) Developing a perception of the
product/service
 9- (D) Aiming the product at the entire market
 10-(B) Aid in positioning a product or service
sudheer_730@yahoo.com