ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
Explain how each product listed can be classified as either a consumer and/or business
product.
a. Shampoo
b. Steel bars for concrete reinforcement
c. Lawn mower
d. Computer
e. Automobile
ANSWER Shampoo is normally a consumer product unless it is purchased by a hair salon for use
: in servicing customers. Steel bars would normally be considered a
business product unless a consumer purchases them from Home
Depot to use in a do-it-yourself project. A lawn mower could be
purchased by a homeowner (a consumer product) but could also be
purchased by a lawn care company (used in the production of a
service). Both computers and automobiles can be consumer
purchases or business products purchased by an organization for
sales operations.
Discuss the concept of market segmentation and how it relates to consumers and businesses.
ANSWER Market segmentation is the division of the total market into smaller, relatively
: homogeneous groups. A target market is the specific segment of
customers most likely to purchase a particular product. Consumer
products are those purchased by ultimate consumers for personal
use. Business products are goods and services purchased for use
ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
,ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
either directly or indirectly in the production of other goods and
services for resale. All businesses, taken together, make up the
business market. Both the business market and the consumer market
can be further segmented into a large number of market segments,
any one of which might be a target market for a particular product.
What are the basic requirements or criteria for effective market segmentation?
ANSWER a. Market segments must present measurable purchasing power and size.
: b. It must be possible and feasible to effectively promote to
and serve a market segment.
c. Identified market segments must be large enough to be potentially profitable.
ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
,ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
d. The number and size of chosen segments must match the
firm’s marketing capabilities.
What is geographic segmentation? How is it useful for marketers?
ANSWER Geographic segmentation is the practice of dividing an overall market into
: homogeneous groups based on their locations. Marketers use
geographic segmentation to identify general patterns in buying
behaviour. It can also be used, along with other factors such as
climate, location needs, and regional preferences to determine if
certain products will sell in certain areas. Geographic indicators
such as job growth give useful guidance to marketers depending on
the type of products they sell. Demand for some categories of goods
and services can vary according to geographic region, and marketers
must be aware of how these regions differ. Geographic
segmentation provides useful distinctions when regional preferences
or needs exist.
What are geographic information systems (GIS)? How do they help marketers in analyzing
marketing information?
ANSWER Geographic information systems (GISs) are computer systems that assemble, store,
: manipulate, and display data by their location. GISs simplify the
job of analyzing marketing information by relating data to their
ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
, ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
locations. The result is a geographic map overlaid with digital data
about consumers in a particular area. A growing number of
companies benefit from using a GIS to locate new outlets, assign
sales territories, plan distribution centres, and map out the most
efficient delivery routes.
Which market segment could a marketing organization most effectively promote to and
serve based on the segment’s size and profit potential?
a. the staff of foreign embassies from European countries
b. baby boomers
c. captains and crews of sea-going vessels
d. collectors of classic MG sports cars
ANSWER: b
Which of the following is NOT a common basis for segmenting consumer markets?
a. geographic
b. psychographic
c. competitive
d. demographic
ANSWER: c
ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
Explain how each product listed can be classified as either a consumer and/or business
product.
a. Shampoo
b. Steel bars for concrete reinforcement
c. Lawn mower
d. Computer
e. Automobile
ANSWER Shampoo is normally a consumer product unless it is purchased by a hair salon for use
: in servicing customers. Steel bars would normally be considered a
business product unless a consumer purchases them from Home
Depot to use in a do-it-yourself project. A lawn mower could be
purchased by a homeowner (a consumer product) but could also be
purchased by a lawn care company (used in the production of a
service). Both computers and automobiles can be consumer
purchases or business products purchased by an organization for
sales operations.
Discuss the concept of market segmentation and how it relates to consumers and businesses.
ANSWER Market segmentation is the division of the total market into smaller, relatively
: homogeneous groups. A target market is the specific segment of
customers most likely to purchase a particular product. Consumer
products are those purchased by ultimate consumers for personal
use. Business products are goods and services purchased for use
ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
,ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
either directly or indirectly in the production of other goods and
services for resale. All businesses, taken together, make up the
business market. Both the business market and the consumer market
can be further segmented into a large number of market segments,
any one of which might be a target market for a particular product.
What are the basic requirements or criteria for effective market segmentation?
ANSWER a. Market segments must present measurable purchasing power and size.
: b. It must be possible and feasible to effectively promote to
and serve a market segment.
c. Identified market segments must be large enough to be potentially profitable.
ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
,ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
d. The number and size of chosen segments must match the
firm’s marketing capabilities.
What is geographic segmentation? How is it useful for marketers?
ANSWER Geographic segmentation is the practice of dividing an overall market into
: homogeneous groups based on their locations. Marketers use
geographic segmentation to identify general patterns in buying
behaviour. It can also be used, along with other factors such as
climate, location needs, and regional preferences to determine if
certain products will sell in certain areas. Geographic indicators
such as job growth give useful guidance to marketers depending on
the type of products they sell. Demand for some categories of goods
and services can vary according to geographic region, and marketers
must be aware of how these regions differ. Geographic
segmentation provides useful distinctions when regional preferences
or needs exist.
What are geographic information systems (GIS)? How do they help marketers in analyzing
marketing information?
ANSWER Geographic information systems (GISs) are computer systems that assemble, store,
: manipulate, and display data by their location. GISs simplify the
job of analyzing marketing information by relating data to their
ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
, ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
locations. The result is a geographic map overlaid with digital data
about consumers in a particular area. A growing number of
companies benefit from using a GIS to locate new outlets, assign
sales territories, plan distribution centres, and map out the most
efficient delivery routes.
Which market segment could a marketing organization most effectively promote to and
serve based on the segment’s size and profit potential?
a. the staff of foreign embassies from European countries
b. baby boomers
c. captains and crews of sea-going vessels
d. collectors of classic MG sports cars
ANSWER: b
Which of the following is NOT a common basis for segmenting consumer markets?
a. geographic
b. psychographic
c. competitive
d. demographic
ANSWER: c
ADMS 2200 CHAPTER 9 MARKETING SEGMENTATION
TARGETING AND POSITIONING EXAM QUESTIONS AND
ANSWERS CORRECTLY/VERIFIED LATEST UPDATE 2022
