Self-test Questions

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1		The marketing activity of dividing markets up into smaller units with similar needs and characteristics is known as:
			A)	Market segmentation
			B)	Target marketing
			C)	Market penetration
			D)	Relationship marketing
			E)	Mass marketing
2		Marketers often change the elements of the marketing mix in order that it is perceived to be unique. This process is known as:
			A)	Differentiation
			B)	Market segmentation
			C)	Direct marketing
			D)	Defensive strategy
			E)	Target marketing
3		Target marketing begins with a three-stage process. The first stage begins with:
			A)	Understanding the opportunities and threats within the market
			B)	Developing a thorough understanding of the needs and characteristics of the target market
			C)	Grouping customers according to their needs and characteristics
			D)	Choosing which segments to target
			E)	An understanding of ways in which to achieve competitive advantage
4		Psychographic segmentation refers to:
			A)	Benefits sought
			B)	Social class
			C)	Lifestyle and personality
			D)	Cognitive dissonance
			E)	Gender and age
5		When a new product is launched, segmentation by purchase behaviour will lead the marketer to target which of the following:
			A)	Regular users
			B)	Wealthy people
			C)	Extroverts
			D)	Innovators
			E)	Status conscious
6		Demographic segmentation divides the market by:
			A)	Location or region
			B)	Age, gender or family life stage
			C)	Perceptions, beliefs and values
			D)	Socio-economic variables
			E)	Religion and culture
7		The ACORN classification is used in which method of market segmentation?
			A)	Socio-economic
			B)	Geodemographic
			C)	Behavioural
			D)	Geographic
			E)	Psychographic
			F)	Industrial
8		In business-to-business marketing, macro-segmentation focuses on which characteristics?
			A)	Size, buying behaviour and decision making
			B)	Price sensitivity of different organisations
			C)	The decision-making unit
			D)	Size, industry and geographic location
			E)	Political and environmental issues
9		In industrial markets, what do the initials S.I.C. stand for?
			A)	Segmented Industrial Classification
			B)	Strategic Industrial Classification
			C)	Standard Industrial Classification
			D)	Standard Institutional Classification
10		In industrial marketing, a useful segmentation variable would be:
			A)	ACORN classification
			B)	Buy class
			C)	Psychographics
			D)	Cultural sub-group
			E)	Product class
11		When a company develops a single marketing mix for an entire market this is called Industrial Marketing.
			A)	True
			B)	False
12		A company developing a focused marketing strategy would do which of the following?
			A)	Develop a single marketing mix for a single segment
			B)	Develop a number of different marketing mixes for a single segment
			C)	Develop a single marketing mix for each individual customer
			D)	Focus on the entire mass market with no segmentation
			E)	Focus on individuals in the decision-making unit
13		A company practising customised marketing would develop a marketing mix for each customer.
			A)	True
			B)	False
14		The objective of following a positioning strategy is:
			A)	To become the largest company in the industry
			B)	To carry out regular audits to understand the current position
			C)	To relocate, where necessary, to be near to customers
			D)	To adopt the same position in the market as well-established successful competitors
			E)	To create and sustain a distinctive place in the market
15		A useful tool for determining the position of a brand in the marketplace is:
			A)	A marketing audit
			B)	Secondary research
			C)	A perceptual map
			D)	A marketing information system
			E)	A SWOT analysis