Marketing Segmentation and Targeting Quiz

A market segment must be measurable, accessible, substantial, actionable/responsive, and differentiable.

The need-based approach focuses on segregating consumers by their specific needs, while the profilers’ approach relies on measurable characteristics.

Age and income are two characteristics used in demographic segmentation.

<p>A 'Survivor' is a consumer with the lowest resources.</p> Signup and view all the answers

<p>Perceptual mapping helps identify competitive advantages by visually representing consumer perceptions of brands.</p> Signup and view all the answers

<p>Segmentation by size is a method that divides businesses into small, medium, and large based on their scale.</p> Signup and view all the answers

<p>A good positioning statement must be believable because it assures consumers that the brand can fulfill its promise.</p> Signup and view all the answers

<p>Innovators are motivated by a need for variety, self-expression, and exploration.</p> Signup and view all the answers

<p>The 'actionable' criterion ensures that marketers can effectively reach and serve the segment with tailored strategies.</p> Signup and view all the answers

<p>'Heavy users' are the most reliable customers who frequently purchase, while 'Light users' are one-off customers with minimal engagement.</p> Signup and view all the answers

<p>The primary benefits include a stronger competitive position and enhanced sales.</p> Signup and view all the answers

<p>One challenge is the significant cost of re-educating the market, as consumers may have ingrained perceptions about the product.</p> Signup and view all the answers

<p>The three levels are Core Customer Value, Actual Product, and Augmented Product.</p> Signup and view all the answers

<p>Product differentiation creates value and fosters brand loyalty, allowing a product to stand out without competing solely on price.</p> Signup and view all the answers

<p>Brand equity is the total value of a brand, and its key components include brand awareness, loyalty, preference, and perceived quality.</p> Signup and view all the answers

<p>Types of new products include New-to-the-World Products, New Product Lines, and Improvements to Existing Products.</p> Signup and view all the answers

<p>The four characteristics are Intangibility, Inseparability, Variability, and Perishability.</p> Signup and view all the answers

<p>The Consumer Adoption Process is a six-step framework that includes Awareness, Interest, Evaluation, Trial, Adoption, and Post-Adoption Behavior.</p> Signup and view all the answers

<p>The major components include the transmitter, message encoding, message, message decoding, receiver, and feedback.</p> Signup and view all the answers

<p>Two strategies for service marketing are referrals and education.</p> Signup and view all the answers

<p>The Zero Method requires justifying every expense from scratch, ensuring only necessary costs are included.</p> Signup and view all the answers

<p>Introduction, Growth, Maturity, Decline.</p> Signup and view all the answers

<p>It emphasizes matching competitors' promotional spending to maintain market share.</p> Signup and view all the answers

<p>It determines budgets based on available funds and willingness to spend at the moment.</p> Signup and view all the answers

<p>Consumer familiarity with the product or brand can indicate readiness.</p> Signup and view all the answers

<p>Landing Pages focus visitor attention on a single topic or offer, increasing conversion potential.</p> Signup and view all the answers

<p>Email Marketing allows for direct communication and personalized content, fostering ongoing engagement.</p> Signup and view all the answers

<p>It involves buying advertising space on search engines to improve visibility for specific keywords.</p> Signup and view all the answers

<p>Organic search engine marketing focuses on improving visibility through unpaid search results, enhancing credibility.</p> Signup and view all the answers

The attempt to transform a brand's image or perception in the market.

Includes stronger competitive position, enhanced sales, and clearer target market.

Issues include development costs, market confusion, and re-educating consumers.

The fundamental benefit that satisfies the customer’s needs.

The total value of a brand as a distinct asset, influenced by awareness and loyalty.

Making a product unique and inimitable to gain a competitive advantage.

Four traits impacting marketing: intangibility, inseparability, variability, perishability.

A six-step framework for how consumers adopt new products.

The sequence involving transmitter, encoding, message, decoding, receiver, and feedback.

Includes advertising, direct marketing, sales promotion, and public relations.

The process of dividing a market into distinct groups of buyers with different needs or characteristics.

Conditions that a market segment must meet: measurable, accessible, substantial, actionable, and differentiable.

The classification of consumers into segments based on demographics, psychographics, and geographic characteristics.

Various profiles such as Innovators, Thinkers, and Believers, each with distinct motivations and resources.

Segments based on how often consumers use a product: heavy, mid-level, and light users.

Segmentation based on timing or reasons for purchase: universal, regular-personal, and rare-personal occasions.

Dividing a market based on geographic criteria like climate, population density, and cultural preferences.

Dividing business customers into categories such as geographic, size, industry, or business needs.

A concise description that communicates the unique value of a brand to its target market.

A clear statement that differentiates a brand, is believable, and supports its marketing strategies.

The amount of funds allocated for specific marketing or promotional activities.

A budgeting approach based on a fixed percentage of sales or revenue.

A budgeting method that defines specific objectives and the tasks needed to achieve them.

Stages a product goes through: Introduction, Growth, Maturity, and Decline.

The first stage in the product life cycle where the product is launched.

A strategy to keep in touch with customers through customizable emails.

Using social platforms to engage and produce content for consumers.

Sending physical mail to consumers to promote products.

Improving website visibility in search engine results without paying for ads.

Buying ads to appear in search engine results for specific keywords.