Chapter 6

Question 1

Geographic segmentation is most useful for companies whose products satisfy needs that vary by ______.

a. Gender
b. Region
c. Age
d. Nationality

Answer 1

b. Region

Question 2

Which of the following tools is widely used for geodemographic segmentation?

a. PSYTE
b. LSAT
c. GNP
d. LIMRA

Answer 2

a. PSYTE

Question 3

Which of the following factors is NOT a key factor when considering the profitability of a market segment?

a. Market growth
b. Market competitiveness
c. Purchase behaviour
d. Market access

Answer 3

c. Purchase behaviour

Question 4

Which of the following products is most likely to use an unidentified segmentation strategy?

a. Shoes
b. Jewellery
c. Cereal
d. Sugar

Answer 4

d. Sugar

Question 5

When positioning a product based on the relationship of price to quality, the positioning method being used is _______.

a. Product attributes
b. Benefits and symbolism
c. Value
d. Competition

Answer 5

c. Value