Market Segmentation is the process of grouping buyers into

A. One category with different needs

B. Different categories with common needs
C. One category with common needs
D. Question does not provide adequate data or is vague
ANSWER:A

When a company follows "one product one segment principle", it is

A. Undifferentiated marketing
B. Concentrated marketing
C. Differentiated marketing
D. Question does not provide sufficient data or is vague
ANSWER:B

Buyers sometimes may find it hard to believe what the brand claims in view of the
product's feature, price, quality or manufacturers. It is known as
A. Over-positioning errors
B. Doubtful positioning error
C. Uner-positioning error
D. Confused positioning error
ANSWER:B

When a company follows "one product-all segment" principle", it is

A. Concentrated marketing
B. Undifferentiated marketing
C. Differentiated marketing
D. None of the above
ANSWER:B

The act of designing the company's offer and image so that it occupies a distinct
and valued place in the target customer's mind is known as
A. Differentiation
B. Segmentation
C. Positioning
D. All of the above
ANSWER:C

Buyers may have confused image of the brand resulting from too many claims or
changing the brand's positioning too frequently. It is known as
A. Over-positioning errors
B. Doubtful positioning error
C. Uner-positioning error
D. Confused positioning error
ANSWER:D

Consumer behaviour covers the study of the activities of

A. Final users
B. Initial users
C. Intermediate users
D. All of the above
ANSWER:A

The market that consists of individuals with dissimilar product needs is called
A. Homogeneous market
B. Heterogeneous market
C. Both A and B
D. None of the above
ANSWER:B
Lifestyle is one of the major --------basis of segmenting a market
A. Socio-economic
B. Psychographic
C. Demographic
D. All of the above
ANSWER:B

Consumer Behaviour consists of which of the following activities?

A. A field of study focusing on marketing activities
B. A field of study focusing on consumer activities
C. A study of decision rules
D. None of the above
ANSWER:B

When buyers have a vague idea about the brand and the brand is seen as just another
entry in a crowded marketplace, it is called
A. Over-positioning errors
B. Doubtful positioning error
C. Uner-positioning error
D. Confused positioning error
ANSWER:C

When buyers have too narrow an image of the brand, it is aclled

A. Over-positioning errors
B. Doubtful positioning error
C. Uner-positioning error
D. Confused positioning error
ANSWER:A

Which of the following is a method in which a researcher accompanies consumers

through the shopping and the consumption process
A. Focus group
B. Shadowing
C. Longitudinal studies
D. Experimentation
ANSWER:B

A firm pursuing a customer-centric focus would be involved in all of the following

except
A. Producing new or improved products
B. Utilising evolving marketing methods
C. Focusing on new or changing target markets
D. Improving financial efficiencies
ANSWER:D

The process of identifying a group of people similar in one or more ways is called
A. Market research
B. Market segmentation
C. Target marketing
D. Market analysis
ANSWER:B

Customising goods or services for individual customers in high volumes and at

relatively low costs is known as:
A. Target marketing
B. Mass customisation
C. Niche marketing
D. Niche customization
ANSWER:B
Which is not a factor in determining the attractiveness of a market segment?
A. Measurability
B. Substantiality
C. Marketability
D. Congruency
ANSWER:C

The ability to obtain information about the size nature and behavior of the market
segment refers to:
A. Measurability
B. Substantiality
C. Marketability
D. Congruency
ANSWER:A

The degree to which a market can be reached is called:

A. Measurability
B. Substantiality
C. Congruency
D. Accessibility
ANSWER:D

A customer is
A. Not defined in terms of a specific firm
B. Same as consumer
C. Defined in terms of a specific firm
D. None of the above
ANSWER:C