When a firm sells one product to several different market segments, what is this called?
Correct answer A. Product specialisation
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Marketing MCQs
Page 32 of Marketing multiple-choice questions with answers. Tap an option to check yourself.
Page 32 of 82
- Developing Marketing Strategies and Plans 137
- Analyzing Consumer Markets 124
- Creating Brand Equity 98
- Products, Services and Brands 95
- Consumer Markets and Buyer Behavior 93
- New Product Development 89
- Customer Driven Marketing Strategy 86
- Product Strategy Setting 80
- Analyzing Business Markets 69
- Conducting Marketing Research 69
- Collecting Information and Forecasting Demand 65
- Integrated Marketing Channels 55
- Identifying Market Segments and Targets 47
- Pricing Capturing Customer Value 43
- Company and Marketing Strategy 40
- Introduction to Marketing 40
- Pricing Strategy 40
- Personal Selling and Sales Promotion 37
- Analyzing Marketing Environment 34
- Marketing Communications Customer Value 31
- Designing and Managing Services 29
- Marketing Channels 28
- Retailing and Wholesaling Strategy 28
- Creating Long-term Loyalty Relationships 27
- Global Marketplace 25
- Competitive Dynamics 25
- Business Markets and Buyer Behavior 24
- Managing Marketing Information Customer Insights 23
- Direct and Online Marketing 22
- Sustainable Marketing Social Responsibility and Ethics 20
- Competitive Advantage 17
What is judging a segment’s overall profitability using criteria such as market growth and market access called?
Correct answer D. Segment attractiveness
Individual marketing is also known by which names?
Correct answer D. All of the above
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What are the main dimensions of the VALS segmentation framework?
Correct answer D. Both A and B
Studying hard-core loyals helps a company identify which aspect of its product?
Correct answer C. Strengths
What are consumers who buy only one brand all the time called?
Correct answer C. Hard-core loyal
What is grouping customers by their similar needs and the benefits they seek in solving a particular problem called?
Correct answer A. Need based segmentation
Which strategy is followed by a firm with a superior image that sells to a very large number of customers?
Correct answer D. Both A and C
When all customers have roughly the same preferences, which marketing strategy is appropriate?
Correct answer C. Mass marketing
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Which of these is NOT one of the criteria for effective segmentation?
Correct answer D. Loyalty and switching patterns
At which stage of the buyer decision process does the buyer compare alternative brands in the choice set?
Correct answer C. Evaluation of alternatives
Segmenting international markets by values, attitudes and behaviour patterns is an example of which factor?
Correct answer A. Cultural factors
Which questions does research into consumer buying behaviour answer?
Correct answer D. All of the above
Which adopter group is venturesome and tries new ideas at some risk?
Correct answer C. Innovators
Targeting wealthy customers with luxury goods is an example of which segmentation?
Correct answer B. Income segmentation
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From which sources can consumers obtain information during the information search stage?
Correct answer D. All of the above
Which dimensions does brand personality include?
Correct answer D. All of the above
What are customers who are opinion leaders in their communities and adopt new ideas early but carefully called?
Correct answer A. Early adopter
Which market coverage strategy aims for a large share of one or a few segments?
Correct answer C. Niche marketing
Which perceptual processes affect how consumers respond to stimuli?
Correct answer D. All of the above