lOMoAR cPSD| 22896205
Testbank Marketing Strategies and Segmentation Concepts
Question 1: A target marketing strategy in which all marketing efforts are focused on meeting a wide range of needs within a
particular market segment is called: a. product-market specialisation.
b. product specialisation.
c. market-product specialisation.
d. market specialisation.
Answer ✅: market specialisation.
Question 2: produces two-dimensional maps showing how competing brands relate to each other in terms of a range of product
attributes. This, of course, assumes that consumers in the target segment are with the brand and its competitors and are able to
subjectively or objectively compare them on attributes that they believe to be important. a. Perceptual mapping, unfamiliar
b. Perceptual mapping, already familiar C. Behavioural mapping, already
familiar
d. Behavioural mapping, unfamiliar
Answer ✅: Perceptual mapping, already familiar
Question 3: Behavioural segmentation differs from geographic, demographic and psychographic segmentation because it:
a. is relatively unchanging over time.
b. cannot provide evidence of emerging trends. C. is based on 'consumer
characteristics'.
d. is based on actual purchase and/or consumption behaviours.
Answer ✅: is based on actual purchase and/or consumption behaviours. Question 4: Woolworths understands that their
market is made up of buyers with diverse needs; their customers have unique wants, needs and demands. The market that
Woolworths sells to is said to be: a. target markets.
b. mass markets.
c. homogenous.
d. heterogeneous.
e. niche markets.
Answer ✅: heterogeneous.
Question 5: Market segmentation variables should always:
a. be linked closely to the purchase of the product in question.
b. segment a market geographically.
c. be based on demographics.
d. include a psychographic component.
e. require a lot of market research to obtain.
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Answer ✅: be linked closely to the purchase of the product in question. Question 6: Which of the following processes is
most likely to assist with identifying target markets?
a. Situational analysis
b. Creating, communicating and delivering an offering of value.
C. SWOT analysis
d. The marketing mix.
e. Market research.
Answer ✅: Market research.
Question 7: An organisation that segments its market by offering rewards based on the amount of points accumulated on its loyalty
card would be best described as utilising:
a. demographic segmentation.
b. geo-demographic segmentation.
c. psychographic segmentation.
d. behavioural segmentation.
e. none of the options listed.
Answer ✅: behavioural segmentation.
Question 8: Which of the following would be an advantage of a one-to-one marketing strategy?
a. Positive word-of-mouth customer referrals.
b. Potential repeat purchases from the customer.
c. Building close relationships with a customer.
d. Customer loyalty.
e. All of the options listed are potential advantages.
Answer ✅: All of the options listed are potential advantages.
Question 9: As a marketer for a major wine company, you implement a marketing program based on occasion-based segmentation.
You market some products as 'gifts', others as 'celebratory' and others for 'cellaring'. You action is an example of: a. geographic
segmentation.
b. psychographic segmentation.
c. demographic segmentation.
d. behavioural segmentation.
Answer ✅: behavioural segmentation.
Question 10: Which of the following would be a consideration for an organisation in evaluating market segments and deciding
which to target? a. All of the options listed would be considerations.
b. The potential sales volume and revenues of different market segments.
c. An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments.
d. The ability of the organisation to satisfy the needs and expectations of different market segments.
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e. The cost to the organisation of targeting that market segment.
Answer ✅: All of the options listed would be considerations.
Question 11: Coca Cola is available in vending machines, bars and clubs, supermarkets, petrol stations, corner stores and at sporting
events. This approach to market coverage is known as:
a. exclusive distribution.
b. intensive distribution. C. selective distribution.
d. direct distribution.
e. indirect distribution.
Answer ✅: intensive distribution.
Question 12:The association between Qantas and the Australian Rugby Union's Wallabies team is an example of: a. sponsorship
b. product placement
c. cause-related marketing
d. ambush marketing
Answer ✅: sponsorship
Question 13:In terms of the product, most of the differentiating features are part of the total product concept. product layer of the a. core
b. potential
c. expected
d. augmented
Answer ✅: augmented
Question 14: Tickets to a concert that never get sold are an example of a service's: a. perishability.
b. homogeneity.
c. intangibility.
d. heterogeneity.
Answer ✅: perishability.
Question 15 A brand is a collection of the customer's mind that a. signs, differentiates, with
b. signs, associates, from
c. symbols, differentiates, from
d. symbols, associates, with such as a name, logo, slogan and design, intended to create an image in a product competitors' products.
Answer ✅: symbols, differentiates, from
Question 16: Big Australian retail outlets such as Kmart, Big W and Target stock a wide range of consumer products. The consumer
products stocked by these retailers can be best categorised as: shopping, convenience, specialty and unsought products.
b. shopping, convenience and specialty products.
c. shopping, convenience and unsought products.
d. shopping, convenience, core and augmented products.
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e. shopping, convenience, specialty and core products.
Answer ✅: shopping, convenience, specialty and unsought products.
Question 17: A group of customers with similar needs and wants is known as: a. a demographic.
b. people. C.
a population.
d. a target market.
Answer ✅: a target market.
Question 18: Which of the following best describes the concept of product differentiation? a. None of the options listed.
b. How a product evolves as it moves from one phase of the product life cycle to the next.
c. The creation of services that are distinguished from competitor's services.
d. The creation of products and product attributes that distinguish one product from another.
e. The creation of physical goods that are distinguished from competitor's physical goods. Answer ✅: The creation of
products and product attributes that distinguish one product from another.
Question 19: David has decided to buy a new pair of work shoes, so he spends his afternoon shopping for a new pair. When classifying
products, the category of 'shopping products', which includes shoes, also includes: a. impulse products.
b. none of the options listed. C. emergency products.
d. staple products.
Answer ✅: none of the options listed.
Question 20: Marketers exercise control over a set of variables which includes price, promotion, and the product. Together,
these controllable variables are known as: a. physical evidence
b. the marketing mix
c. the target market
d. a bundle of attributes
Answer ✅: the marketing mix Question 21: Excess demand will exist
whenever: a. the actual price is below the equilibrium price.
b. the price is such that the quantity demanded equals the quantity supplied. Correct C.
the price is such that the quantity supplied exceeds the quantity demanded. d. the actual price is above the equilibrium
price.
e. scarcity has been eliminated.
Answer ✅: the actual price is below the equilibrium price.
Question 22: Along an individual firm's supply curve, a reduction in quantity supplied occurs when: a technological advancement has
occurred.
b. the firm is induced to offer more for sale at a lower price.
c. price has declined.
d. the firm's profit has risen.
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Testbank Marketing Strategies and Segmentation Concepts
Question 1: A target marketing strategy in which all marketing efforts are focused on meeting a wide range of needs within a
particular market segment is called: a. product-market specialisation.
b. product specialisation.
c. market-product specialisation.
d. market specialisation.
Answer ✅: market specialisation.
Question 2: produces two-dimensional maps showing how competing brands relate to each other in terms of a range of product
attributes. This, of course, assumes that consumers in the target segment are with the brand and its competitors and are able to
subjectively or objectively compare them on attributes that they believe to be important. a. Perceptual mapping, unfamiliar
b. Perceptual mapping, already familiar C. Behavioural mapping, already
familiar
d. Behavioural mapping, unfamiliar
Answer ✅: Perceptual mapping, already familiar
Question 3: Behavioural segmentation differs from geographic, demographic and psychographic segmentation because it:
a. is relatively unchanging over time.
b. cannot provide evidence of emerging trends. C. is based on 'consumer
characteristics'.
d. is based on actual purchase and/or consumption behaviours.
Answer ✅: is based on actual purchase and/or consumption behaviours. Question 4: Woolworths understands that their
market is made up of buyers with diverse needs; their customers have unique wants, needs and demands. The market that
Woolworths sells to is said to be: a. target markets.
b. mass markets.
c. homogenous.
d. heterogeneous.
e. niche markets.
Answer ✅: heterogeneous.
Question 5: Market segmentation variables should always:
a. be linked closely to the purchase of the product in question.
b. segment a market geographically.
c. be based on demographics.
d. include a psychographic component.
e. require a lot of market research to obtain.
pg. 1
, lOMoAR cPSD| 22896205
Answer ✅: be linked closely to the purchase of the product in question. Question 6: Which of the following processes is
most likely to assist with identifying target markets?
a. Situational analysis
b. Creating, communicating and delivering an offering of value.
C. SWOT analysis
d. The marketing mix.
e. Market research.
Answer ✅: Market research.
Question 7: An organisation that segments its market by offering rewards based on the amount of points accumulated on its loyalty
card would be best described as utilising:
a. demographic segmentation.
b. geo-demographic segmentation.
c. psychographic segmentation.
d. behavioural segmentation.
e. none of the options listed.
Answer ✅: behavioural segmentation.
Question 8: Which of the following would be an advantage of a one-to-one marketing strategy?
a. Positive word-of-mouth customer referrals.
b. Potential repeat purchases from the customer.
c. Building close relationships with a customer.
d. Customer loyalty.
e. All of the options listed are potential advantages.
Answer ✅: All of the options listed are potential advantages.
Question 9: As a marketer for a major wine company, you implement a marketing program based on occasion-based segmentation.
You market some products as 'gifts', others as 'celebratory' and others for 'cellaring'. You action is an example of: a. geographic
segmentation.
b. psychographic segmentation.
c. demographic segmentation.
d. behavioural segmentation.
Answer ✅: behavioural segmentation.
Question 10: Which of the following would be a consideration for an organisation in evaluating market segments and deciding
which to target? a. All of the options listed would be considerations.
b. The potential sales volume and revenues of different market segments.
c. An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments.
d. The ability of the organisation to satisfy the needs and expectations of different market segments.
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, lOMoAR cPSD| 22896205
e. The cost to the organisation of targeting that market segment.
Answer ✅: All of the options listed would be considerations.
Question 11: Coca Cola is available in vending machines, bars and clubs, supermarkets, petrol stations, corner stores and at sporting
events. This approach to market coverage is known as:
a. exclusive distribution.
b. intensive distribution. C. selective distribution.
d. direct distribution.
e. indirect distribution.
Answer ✅: intensive distribution.
Question 12:The association between Qantas and the Australian Rugby Union's Wallabies team is an example of: a. sponsorship
b. product placement
c. cause-related marketing
d. ambush marketing
Answer ✅: sponsorship
Question 13:In terms of the product, most of the differentiating features are part of the total product concept. product layer of the a. core
b. potential
c. expected
d. augmented
Answer ✅: augmented
Question 14: Tickets to a concert that never get sold are an example of a service's: a. perishability.
b. homogeneity.
c. intangibility.
d. heterogeneity.
Answer ✅: perishability.
Question 15 A brand is a collection of the customer's mind that a. signs, differentiates, with
b. signs, associates, from
c. symbols, differentiates, from
d. symbols, associates, with such as a name, logo, slogan and design, intended to create an image in a product competitors' products.
Answer ✅: symbols, differentiates, from
Question 16: Big Australian retail outlets such as Kmart, Big W and Target stock a wide range of consumer products. The consumer
products stocked by these retailers can be best categorised as: shopping, convenience, specialty and unsought products.
b. shopping, convenience and specialty products.
c. shopping, convenience and unsought products.
d. shopping, convenience, core and augmented products.
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e. shopping, convenience, specialty and core products.
Answer ✅: shopping, convenience, specialty and unsought products.
Question 17: A group of customers with similar needs and wants is known as: a. a demographic.
b. people. C.
a population.
d. a target market.
Answer ✅: a target market.
Question 18: Which of the following best describes the concept of product differentiation? a. None of the options listed.
b. How a product evolves as it moves from one phase of the product life cycle to the next.
c. The creation of services that are distinguished from competitor's services.
d. The creation of products and product attributes that distinguish one product from another.
e. The creation of physical goods that are distinguished from competitor's physical goods. Answer ✅: The creation of
products and product attributes that distinguish one product from another.
Question 19: David has decided to buy a new pair of work shoes, so he spends his afternoon shopping for a new pair. When classifying
products, the category of 'shopping products', which includes shoes, also includes: a. impulse products.
b. none of the options listed. C. emergency products.
d. staple products.
Answer ✅: none of the options listed.
Question 20: Marketers exercise control over a set of variables which includes price, promotion, and the product. Together,
these controllable variables are known as: a. physical evidence
b. the marketing mix
c. the target market
d. a bundle of attributes
Answer ✅: the marketing mix Question 21: Excess demand will exist
whenever: a. the actual price is below the equilibrium price.
b. the price is such that the quantity demanded equals the quantity supplied. Correct C.
the price is such that the quantity supplied exceeds the quantity demanded. d. the actual price is above the equilibrium
price.
e. scarcity has been eliminated.
Answer ✅: the actual price is below the equilibrium price.
Question 22: Along an individual firm's supply curve, a reduction in quantity supplied occurs when: a technological advancement has
occurred.
b. the firm is induced to offer more for sale at a lower price.
c. price has declined.
d. the firm's profit has risen.
pg. 4
