MKT 100 EXAM FULL QUESTIONS AND
CORRECT ANSWERS 2026 EXAM
◍ Target Marketing. Answer: To differentiate some aspect of
marketing for different groups of customers selected; requires market
research.
◍ Mass Marketing. Answer: To sell the same product at the same
price & same promotion to everybody.
◍ Benefits of Segmentation & Target Marketing. Answer: Avoid
head-on competition with other firms trying to capture same
segments; Develop new offerings & expand product lines & brands;
Remarket older, less profitable products & brands; Identify early
adopters; Redistribute sales efforts to focus on most profitable
customers; Retain 'at-risk' customers in danger of defecting to
competitors.
◍ Steps in One-to-One Marketing. Answer: 1. Establish short-term
measures to evaluate your efforts.
2. Identify your customers.
3. Differentiate among your customers.
4. Interact with your customers, targeting your best ones.
5. Customize your products and marketing messages to meet their
needs.
,◍ Segmentation Bases. Answer: Criteria used to classify buyers.
◍ The Segmentation-Targeting-Positioning Process. Answer: Steps a
marketer with go through to identify, target & develop positioning for
different market segments.
◍ Needs-Based Segmentation. Answer: Group customers into
segments based on similar needs.
◍ Segment Profitability. Answer: Determine segment profitability.
◍ Segment Positioning. Answer: Create a 'value proposition' &
product-based positioning strategy based on that segment's unique
characteristics.
◍ Marketing Mix Strategy. Answer: Expand segment positioning
strategy to include the marketing mix.
◍ Segment Identification. Answer: By behaviour, demographics,
geography, & psychographics
◍ Segmentation by Behaviour. Answer: Identifies how people
behave/act towards products, including benefits sought from the
product, usage rate & buyer loyalty.
, ◍ Segmentation by Demographics. Answer: Age/generation, income,
gender, family life cycle, ethnicity, family size, occupation, education,
nationality, religion, social class, etc.
◍ Segmentation by Geography. Answer: Divides markets into areas
based on location: region, size of city/town, population density,
climate, etc.
◍ Segmentation by Psychographics. Answer: Activities, interests,
opinions, values, attitudes, lifestyles, etc.
◍ Segment Attractiveness. Answer: It is identifiable; accessible;
responsive; sizeable enough; growing; not already swamped by
competitors; the company has resources to compete in it; it 'fits in'
with your firm's mission & objectives.
◍ Multi-Segment Marketing. Answer: The tailoring of offerings to
meet the needs of different segments of customers; less vulnerable to
competition.
◍ Concentrated Marketing. Answer: Targets a very select group of
customers; Risky, as all your eggs are in one basket.
◍ Niche Marketing. Answer: Targets an even more select group of
customers; a big fish in a small pond.
CORRECT ANSWERS 2026 EXAM
◍ Target Marketing. Answer: To differentiate some aspect of
marketing for different groups of customers selected; requires market
research.
◍ Mass Marketing. Answer: To sell the same product at the same
price & same promotion to everybody.
◍ Benefits of Segmentation & Target Marketing. Answer: Avoid
head-on competition with other firms trying to capture same
segments; Develop new offerings & expand product lines & brands;
Remarket older, less profitable products & brands; Identify early
adopters; Redistribute sales efforts to focus on most profitable
customers; Retain 'at-risk' customers in danger of defecting to
competitors.
◍ Steps in One-to-One Marketing. Answer: 1. Establish short-term
measures to evaluate your efforts.
2. Identify your customers.
3. Differentiate among your customers.
4. Interact with your customers, targeting your best ones.
5. Customize your products and marketing messages to meet their
needs.
,◍ Segmentation Bases. Answer: Criteria used to classify buyers.
◍ The Segmentation-Targeting-Positioning Process. Answer: Steps a
marketer with go through to identify, target & develop positioning for
different market segments.
◍ Needs-Based Segmentation. Answer: Group customers into
segments based on similar needs.
◍ Segment Profitability. Answer: Determine segment profitability.
◍ Segment Positioning. Answer: Create a 'value proposition' &
product-based positioning strategy based on that segment's unique
characteristics.
◍ Marketing Mix Strategy. Answer: Expand segment positioning
strategy to include the marketing mix.
◍ Segment Identification. Answer: By behaviour, demographics,
geography, & psychographics
◍ Segmentation by Behaviour. Answer: Identifies how people
behave/act towards products, including benefits sought from the
product, usage rate & buyer loyalty.
, ◍ Segmentation by Demographics. Answer: Age/generation, income,
gender, family life cycle, ethnicity, family size, occupation, education,
nationality, religion, social class, etc.
◍ Segmentation by Geography. Answer: Divides markets into areas
based on location: region, size of city/town, population density,
climate, etc.
◍ Segmentation by Psychographics. Answer: Activities, interests,
opinions, values, attitudes, lifestyles, etc.
◍ Segment Attractiveness. Answer: It is identifiable; accessible;
responsive; sizeable enough; growing; not already swamped by
competitors; the company has resources to compete in it; it 'fits in'
with your firm's mission & objectives.
◍ Multi-Segment Marketing. Answer: The tailoring of offerings to
meet the needs of different segments of customers; less vulnerable to
competition.
◍ Concentrated Marketing. Answer: Targets a very select group of
customers; Risky, as all your eggs are in one basket.
◍ Niche Marketing. Answer: Targets an even more select group of
customers; a big fish in a small pond.
