Multiple Choice
Identify the
letter of the choice that best completes the statement or answers the question.
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1.
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What
is segmentation?
a. | The process of choosing which products to
make. | c. | The process of
avoiding competitors.
| b. | The process of dividing customers into groups with similar
needs. | | | | |
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2.
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Which
of the following is NOT one of the tests of a good segment? a. | Measurability.
| c. | Profitability.
| b. | Accessibility. | | | | |
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3.
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What
is an identifier segmentation variable?
a. | One which identifies which customers belong in the
segment. | c. | One which helps
categorize customers after we have started doing business with them. | b. | One which helps
categorize customers before any business has been done with them. | | | | |
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4.
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What
is a response profile?
a. | A method of identifying which customers belong in the
segment.
| c. | A method of
categorizing customers after we have started doing business with them. | b. | A method of
categorizing customers before any business is done. | | | | |
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5.
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What
is NAICS?
a. | The North
American Industrial Classification System.
| c. | The New American Intelligent Coding
System.
| b. | The North Atlantic Industry Coding
Society. | | | | |
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6.
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Which
of the following is NOT part of Freytag and Clarke’s segment selection
process?
a. | Future
attractiveness. | c. | Competitive
position. | b. | Firm strategy. | | | | |
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7.
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What
is undifferentiated marketing?
a. | Trying to do exactly what the competitors
do. | c. | Trying to serve
one market segment only. | b. | Trying to serve all market segments with the same marketing
mix. | | | | |
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8.
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What
is positioning?
a. | Developing a theme which provides a meaningful distinction for
customers. | c. | Ensuring that
the product is in the right markets. | b. | Ensuring that the product is in the right distribution
chain. | | | | |
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9.
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When
would a firm undertake re-positioning?
a. | When the product is in the wrong distribution
chain. | c. | When the product
is in the decline phase of the product lifecycle. | b. | When competitor
pressure or customer indifference dictates. | | | | |
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10.
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What
is concentrated marketing?
a. | Concentrating on a specific marketing
campaign. | c. | Concentrating on
one segment. | b. | Concentrating on a narrow product
range. | | | | |
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