Oxford University Press - Online Resource Centres

Baines, Fill, & Rosengren: Marketing 4e

Chapter 6: Multiple choice questions


Answer the following questions and then press 'Submit' to get your score.

Question 1

Why is market segmentation carried out?

Question 2

The ________________method is one of the main approaches to segmenting markets by adopting the view that the market consists of customers that are essentially the same, so the task is to identify groups which share particular differences.

Question 3

An example of a segmented market would be:

Question 4

To be effective, the process of market segmentation must meet which of the following basic requirements?

Question 5

Which of the following are the three broad groups of consumer segmentation criteria?

Question 6

A commonly used basis for segmenting consumer markets is:

Question 7

Which of the following is not an example of a behavioural variable?

Question 8

ACORN, a segmentation analysis technique, stands for which of the following?

Question 9

The family life cycle:

Question 10

Psychographic segmentation is based on:

Question 11

Segmentation by benefits sought is a type of product-related segmentation:

Question 12

Which of the following are the three broad groups of organizational characteristics segmentation criteria?

Question 13

Which of the following is not a useful base for segmenting organizational characteristics?

Question 14

Before beginning the market segmentation process, a firm should:

Question 15

The purpose of evaluating the attractiveness of the differing market segments identified in the second stage of the market segmentation process is to:

Question 16

A key benefit of the STP process is:

Question 17

_____________ is a natural outcome when combining demographic and geographic variables.

Question 18

Organizational characteristics, such as organizational size and location, sometimes referred to as___________.

Question 19

_______________ are used in the positioning process to illustrate differing attributes of a selection of brands.

Question 20

Which of the following is the investigation of the hedonic consumption of products?