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Tutorial 5: Chapter 5

The document is a tutorial on market segmentation and customer-driven marketing strategies. It provides 10 multiple choice questions to test understanding of key concepts. These include identifying the correct steps to designing a customer-driven marketing strategy, the most popular method for segmenting markets, and different types of market segmentation like demographic, psychographic, behavioral, and occasions. It also asks about variables used in psychographic segmentation and different approaches to segmenting like undifferentiated vs differentiated marketing.

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66 views3 pages

Tutorial 5: Chapter 5

The document is a tutorial on market segmentation and customer-driven marketing strategies. It provides 10 multiple choice questions to test understanding of key concepts. These include identifying the correct steps to designing a customer-driven marketing strategy, the most popular method for segmenting markets, and different types of market segmentation like demographic, psychographic, behavioral, and occasions. It also asks about variables used in psychographic segmentation and different approaches to segmenting like undifferentiated vs differentiated marketing.

Uploaded by

Yus Linda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Tutorial 5 : Chapter 5

1. What are the four steps, in order, to designing a customer-driven marketing strategy?
A) market segmentation, differentiation, positioning, and targeting
B) positioning, market segmentation, mass marketing, and targeting
C) market segmentation, targeting, differentiation, and positioning
D) market alignment, market segmentation, differentiation, and market positioning

2. Which of the following is the most popular method for segmenting markets?
A) demographic
B) gender
C) psychographic
D) behavioral

3. When Positive Image, Inc. caters to clothing, cosmetics, and toiletries markets, it most
likely uses which type of segmentation?
A) readiness
B) gender
C) behavior
D) occasions

4. Lifestyle characteristics and personality characteristics are two types of variables used
in ________ segmentation.
A) demographic
B) behavioral
C) social class
D) psychographic

5. The division of buyers into groups based on their knowledge, attitudes, uses, or
responses to a product is ________ segmentation.
A) behavioral
B) psychographic
C) age and life cycle
D) demographic

6. Mass marketers, such as Tesco and Giants department stores, often ignore market
segment differences and target the whole market with one offer. What is their
approach to segmenting?
A) undifferentiated marketing
B) differentiated marketing
C) target marketing
D) concentrated marketing
7. If you have selected "Women aged 25 - 45" as a target market, you have segmented
your audience based on:
A. Demographics
B. Psychographics
C. Geographic
D. All of the above

8. A market segment is:


A. The group you most want to reach with your messages
B. A marginalized group in the population
C. A smaller homogeneous group that represents a portion of the total market
D. Defined by age

9. Variables such as personality, motives, and lifestyles represent common bases of


segmentation.
A. Demographic
B. Geographic
C. Psychographic
D. Benefit

10. When Proton uses segmented marketing, it targets several segments and designs
separate offers for each one. This approach is called ________ marketing.
A) undifferentiated
B) differentiated
C) target
D) individual

List FOUR (4) variables of segmenting the market.

1. _________________________
2. _________________________
3. _________________________
4. __________________________
Classify the following into the correct segmentation bases:

Age Personality Brand loyalty Occasions Social


Class Income Lifestyles Gender Usage rate Religion

Demographic Psychographic Behavioral

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