1.There are three major categories of people who have a role in the buying decisions. They are:
A) User, Specifier and Non-consuming buyer
2.Behavioral segmentation involves dividing potential buyers into clusters by such factors as their usage rate, their brand familiarity and buying patterns, such as weekly or daily shoppers, for example.
A) True
3.A target market can be everyone.
A) False
4.Activities, interests and opinions are type of demographic segmentation variables.
A) False
5.What is the primary focus of behavioral segmentation?
A) Purchase behavior and brand loyalty
6.What does the term “target market” refer to?
A) A specific group of consumers selected for marketing efforts
7.Which of the following is an example of geographic segmentation?
A) Segmenting based on climate or region
8.For market segmentation to be effective, segments should be identifiable and measurable.
A) True
9.Psychographic segmentation is concerned with consumer lifestyles, values, and interests.
A) True
10.With a thorough understanding of the need and wants of your ideal customers, you can strive to create an offering and proposition giving them all but one of the following:
A) Close to a price they can afford even though they are not prepared to pay
11.Full Brain Marketing suggests that target marketing strategies should include:
A) Both rational and emotional appeals
12.Which type of segmentation is focused on benefits sought by consumers?
A) Behavioral
13.Claritas PRIZM looks up customer segments by:
A) Zip Codes
14.Which of the following is not a recognized segmentation approach in the 30 Day MBA textbook?
A) Corporation
15.What does “accessible” mean in the context of market segmentation?
A) The segment can be effectively reached and served