Question 1

Familiar brands such as Arnott's Biscuits generally occupy clear and strong positions (as perceived by the market) . This leads to:

Accepted Answer

A)   a strength because consumers know the product benefits and features.
B)   a weakness because this position is difficult to change short term.
C)   a limitation because new brands in the market can establish positions based on new benefits.
D)   all of the options listed.

Question 2

Which of the following statements is/are correct?

Accepted Answer

A)   A market segment has distinctive needs, but the members of the segment have similar needs.
B)   A market segment has similar needs, but the members of the segment have distinctive needs.
C)   An architect designing a couple's 'dream' home is an example of customised marketing.
D)   Both a and c.
E)   Both b and c.

Question 3

Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma conducts market research investigating the psychographic characteristics of her market. Emma understands that:

Accepted Answer

A)   psychographic segmentation variables include consumer personality attributes.
B)   psychographic segmentation variables include consumer lifestyles.
C)   psychographic segmentation variables include consumer motives.
D)   both a and b are correct.
E)   Options a, b and c are correct.

Question 4

Which of the following is not a behavioural segmentation variable?

Accepted Answer

A)   Consumer's benefit expectations of a product.
B)   The occasion for which a product may be purchased by a consumer.
C)   Heavy, medium or light users of a product.
D)   Brand loyal consumers.
E)   All of the options listed are behavioural segmentation variables.

Question 5

'Camera House' takes a product specialisation approach, specialising in the sale of cameras. The product specialisation approach (or alternatively a market specialisation approach)  will only be a beneficial marketing strategy for Camera House while:

Accepted Answer

A)   clear market segments or product categories exist or can potentially exist in the market.
B)   the market is characterised by a wide range of needs and product preferences.
C)   individual market segments or product categories are sufficiently large to represent an opportunity for the organisation to achieve profitable sales volume.
D)   Options a, b and c.
E)   Only a and b.

Question 6

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:

Accepted Answer

A)   homogenous.
B)   heterogeneous.
C)   target markets.
D)   mass markets.
E)   niche markets.

Question 7

A defining characteristic/s of a consumer market is/are:

Accepted Answer

A)   users do not intend to make a profit.
B)   users purchase for private consumption.
C)   similar to a business market.
D)   none of the above.
E)   option a and b only.

Question 8

The total volume of sales of a product category that all organisations in an industry are expected to sell in a specified period of time, assuming a specific level of marketing activity is known as:

Accepted Answer

A)   market potential.
B)   sales revenue.
C)   market share.
D)   return on investment.

Question 9

Which of the following is not a variable an organisation could use to segment business markets?

Accepted Answer

A)   Organisational size.
B)   Type of industry.
C)   Product use.
D)   Geographic.
E)   All of the options listed are potential business market segmentation variables.

Question 10

Which of the following statements is/are correct?

Accepted Answer

A)   Market potential refers to the minimum possible sales in the total market for a product category, by all organisations.
B)   Market share refers to the proportion of the total market held by an organisation.
C)   The level of industry marketing activity will generally influence the market potential of a product category.
D)   All of the options listed.
E)   Only options b and c are correct.

Question 11

Luxury manufacturer Rolex understands the additional 'expected benefits' that its products offer consumers. Market segmentation based on expected benefits is an example of:

Accepted Answer

A)   geographic.
B)   demographic.
C)   psychographic.
D)   behavioural.
E)   geo-psychographic.

Question 12

Behavioural segmentation differs from geographic, demographic and psychographic segmentation because it:

Accepted Answer

A)   is based on 'consumer characteristics'.
B)   is relatively unchanging over time.
C)   cannot provide evidence of emerging trends.
D)   is based on actual purchase and/or consumption behaviours.

Question 13

When a marketer makes one product and offers it to the market as a whole, this form of marketing is known as:

Accepted Answer

A)   one-to-one marketing.
B)   an undifferentiated offer.
C)   customised marketing.
D)   a differentiated offer.

Question 14

Which of the following processes is most likely to assist with identifying target markets?

Accepted Answer

A)   The marketing mix.
B)   Market research.
C)   Creating, communicating and delivering an offering of value.
D)   Both a and b.
E)   Both a and c.

Question 15

The broad market segments of 'Baby Boomers', 'Generation X', 'Generation Y' and Generation Z' have been created primarily based upon:

Accepted Answer

A)   psychographic variables.
B)   behavioural variables.
C)   demographic variables.
D)   geo-demographic variables.
E)   None of the options listed.

Question 16

Which of the following statements is false?

Accepted Answer

A)   A product, organisation or brand may be able to be repositioned.
B)   The positioning of an organisation, its product/s and brand/s should be consistently reinforced.
C)   The positioning of an organisation, its product/s and brand/s should be changed regularly.
D)   Positioning is based on customer perceptions as well as reality.
E)   How an organisation wishes to position its product offering to a target market should influence the development of its marketing mix for that target market.

Question 17

As a marketing manager, you undertake research to understand how potential buyers see your brand. Your research is aiming to identify your brand's:

Accepted Answer

A)   position.
B)   value.
C)   benefit.
D)   potential.

Question 18

The Australian car market can potentially be segmented in a number of different ways. When segmenting any market, the market segmentation variables should always:

Accepted Answer

A)   require a lot of market research to obtain.
B)   be linked closely to the purchase of the product in question.
C)   segment a market geographically.
D)   be based on demographics.
E)   include a psychographic component.

Question 19

The Roy Morgan Values Segments and VALS are two examples of:

Accepted Answer

A)   psychographic segmentation models.
B)   demographic segmentation models.
C)   behavioural segmentation models.
D)   geo-demographic segmentation models.
E)   None of the options listed.

Question 20

Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma wants to segment her market based on demographic variables. Which of the following is not a demographic variable?

Accepted Answer

A)   Age.
B)   Ethnicity.
C)   Household composition.
D)   Income.
E)   All of the options listed are demographic variables.

Exam 6: Markets: Segmentation, Targeting and Positioning

The Roy Morgan Values Segments and VALS are two examples of:

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Behavioural segmentation differs from geographic, demographic and psychographic segmentation because it:

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The total volume of sales of a product category that all organisations in an industry are expected to sell in a specified period of time, assuming a specific level of marketing activity is known as:

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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:

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The Australian car market can potentially be segmented in a number of different ways. When segmenting any market, the market segmentation variables should always:

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Which of the following processes is most likely to assist with identifying target markets?

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Which of the following statements is false?

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Which of the following statements is/are correct?

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Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma wants to segment her market based on demographic variables. Which of the following is not a demographic variable?

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Which of the following is not a behavioural segmentation variable?

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Emma decides that after establishing a successful business using a mass marketing approach, she wants to expand by differentiating her product range. Emma conducts market research investigating the psychographic characteristics of her market. Emma understands that:

Correct AnswerverifiedShow Answer

The broad market segments of 'Baby Boomers', 'Generation X', 'Generation Y' and Generation Z' have been created primarily based upon:

Correct AnswerverifiedShow Answer

When a marketer makes one product and offers it to the market as a whole, this form of marketing is known as:

Correct AnswerverifiedShow Answer

Familiar brands such as Arnott's Biscuits generally occupy clear and strong positions (as perceived by the market) . This leads to:

Correct AnswerverifiedShow Answer

A defining characteristic/s of a consumer market is/are:

Correct AnswerverifiedShow Answer

'Camera House' takes a product specialisation approach, specialising in the sale of cameras. The product specialisation approach (or alternatively a market specialisation approach) will only be a beneficial marketing strategy for Camera House while:

Correct AnswerverifiedShow Answer

As a marketing manager, you undertake research to understand how potential buyers see your brand. Your research is aiming to identify your brand's:

Correct AnswerverifiedShow Answer

Which of the following statements is/are correct?

Correct AnswerverifiedShow Answer

Which of the following is not a variable an organisation could use to segment business markets?

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Luxury manufacturer Rolex understands the additional 'expected benefits' that its products offer consumers. Market segmentation based on expected benefits is an example of:

Correct AnswerverifiedShow Answer

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