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Chapter 8: Identifying Market Segments and TargetsTRANSCRIPT
TOP 10 Learning Questions
Ch 8: Identifying Market Segments and Targets
Myrtle FrantillaApril 14, 2011
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1. All of these are included in Four Levels of Micro Marketing except
A.
B.
C.
D.
E.
Segment
Local Areas
Niche
Social Class
Individual
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Four Levels of Micro Marketing
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Segments Niches
Local Areas Individuals
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1. All of these are included in Four Levels of Micro Marketing except
A.
B.
C.
D.
E.
Segment
Local Areas
Niche
Social Class
Individual
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2. In the steps of segmentation process, what is the fourth step?
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A.
B.
C.
D.
E.
Segment AttractivenessSegment IdentificationSegment Positioning
Segment Acid Test
Segment Profitability
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Steps in Segmentation Process
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Steps in Segmentation Process
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Needs-based Segmentation
Segment Identification
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Steps in Segmentation Process
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Needs-based Segmentation
Segment Identification
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Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Identification
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Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Identification
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Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Identification
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Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Acid Test
Segment Identification
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Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Acid Test
Marketing Mix Strategy
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2. In the steps of segmentation process, what is the fourth step?
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A.
B.
C.
D.
E.
Segment AttractivenessSegment IdentificationSegment Positioning
Segment Acid Test
Segment Profitability
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3. A market segment consists of a group of customers who share a similar set of needs and wants.
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A.
B.
True
False
Market Segment
Targeting a group of customers
who share a similar set ofneeds and wants.
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3. A market segment consists of a group of customers who share a similar set of needs and wants.
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A.
B.
True
False
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4. Which among these are not included in Segmenting Consumer Markets?
A.
B.
C.
D.
E.
Demographic
Behavioral
Social
Psychographic
Geographic
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Geographic
Demographic
Psychographic
Behavioral
Segmenting Consumer Markets
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4. Which among these are not included in Segmenting Consumer Markets?
A.
B.
C.
D.
E.
Demographic
Behavioral
Social
Psychographic
Geographic
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5. ________ is a/an effective Segmentation Criteria where Segments must respond differently to various marketing mix elements & programs.
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Measurable Measurable
AccessibleAccessible
SubstantialSubstantial
DifferentialDifferential
ActionableActionable
A.
B.
C.
D.
E.
Effective Segmentation Criteria
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Size, profiles of segments can be measured.
Segments can be effectively and efficiently reached. Segments are profitable enough to serve.
Measurable Measurable
AccessibleAccessible
SubstantialSubstantial
DifferentialDifferential
ActionableActionable
Segments must respond differently to various marketing mix elements & programs.
Programs can be designed to attract the segments.
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5. ________ is a/an effective Segmentation Criteria where Segments must respond differently to different marketing mix elements & programs.
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Measurable Measurable
AccessibleAccessible
SubstantialSubstantial
DifferentialDifferential
ActionableActionable
A.
B.
C.
D.
E.
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6. Below are Patterns of Target Market Selection. But which of these is an example Product Specialization?
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A. B. C.
D. E.
Patterns of Target Market Selection
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Patterns of Target Market Selection
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Patterns of Target Market Selection
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6. Below are Patterns of Target Market Selection. But which of these is an example Product Specialization?
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A. B. C.
D. E.
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7. Initiator, Influencer, Decider, Buyer and User are examples of Behavioral Variables.
True
False
A.
B.
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Behavioral Segmentation
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Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
• Buyer Readiness• Loyalty Status
• User Rate
• Attitude
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7. Initiator, Influencer, Decider, Buyer and User are examples of Behavioral Variables.
True
False
A.
B.
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8. Demographic, Operating Variable, Purchasing Approach, Situational Factors, And Personal Characteristic are concept of ___________________.
Segmenting for Business Market
Segmenting Consumer Markets
A.
B.
Demographic Segmentation
Evaluating Market Segments
Behavioral Segmentation
C.
D.
E.
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Demographic
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Operating Variable
Purchasing Approaches
Situational Factors
Personal Characterstic
Segmenting Business Markets
Segmenting Business Markets
Demographic segmentation– Industry, company size, location
Operating variables– Technology, usage status,
customer capabilities Purchasing approaches Situational factors
– Urgency, specific application, size of order
Personal characteristics– Buyer-seller similarity, attitudes
toward risk, loyalty
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8. Demographic, Operating Variable, Purchasing Approach, Situational Factors, And Personal Characteristic are concept of ___________________.
Segmenting for Business Market
Segmenting Consumer Markets
A.
B.
Demographic Segmentation
Evaluating Market Segments
Behavioral Segmentation
C.
D.
E.
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9. What are two types of Target Market in a Behavioral Segmentation?
Aware and Unaware
Tried and Not Tried
A.
B.
Regular user and Occasional User
User and Non User
None of the Above
C.
D.
E.
Behavioral Segmentation Breakdown
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9. What are two types of Target Market in a Behavioral Segmentation?
Aware and Unaware
Tried and Not Tried
A.
B.
Regular user and Occasional User
User and Non User
None of the Above
C.
D.
E.
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10. Age Life Cycle, Life Stage, Gender, Income, Generation, Social Class are types of Demographic Segmentation.
True
False
A.
B.
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Age and Life Cycle
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Demographic Segmentation
Life Stage
Gender
Income
Generation
Social Class
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10. Age Life Cycle, Life Stage, Gender, Income, Generation, Social Class are types of Demographic Segmentation.
True
False
A.
B.
Source
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Marketing Management• Philip Kotler and Kevin Lane Keller, 13th Edition
TOP 10 Learning Questions
Ch 8: Identifying Market Segments and Targets
Myrtle FrantillaApril 14, 2011
http://myrtlefrantilla.blogspot.com/ 43