Q.No.

Question Options Answer

1. True

2. False
A market segmentation study done by IMRB
classified recreational skiers in terms of their
1. 3. - 2
gender, age, and income levels. The study
used psychographic segmentation variables.
4. -

5. -

market
1.
universe

market
2.
segment
A(n) _____ is a subgroup of individuals or
organizations sharing one or more aggregated
2. 2
characteristics that cause them to have similar 3. market
product needs.
population
4.
sample

5. -
reduce the
market down to
1.
a size the firm
can handle
divide the
market into
equal size and
2.
profit regions
for sales
territories
group a large
number of
markets
3. The purpose of market segmentation is to: together, 4
3.
enabling a
company to
serve them
simultaneously
enable the
marketer to
tailor marketing
4. mixes to meet
the needs of
one or more
specific groups
5. -

A manufacturer of blankets knows heavy 100

4. 1. psychographic 4
percent wool blankets sell better in the North
 where the winters are harsh and that lighter-
weight blankets sell better in the Southern 2. Lifestyle
states where mild winters require fewer and
lighter covers for the bed. Segmenting the
market according to climate is an example of 3. Demographic
_____ segmentation.
4. Geographic

5. -

1. benefits

2. personality

All of the following are bases for

5. 3. motives 1
psychographic segmentation EXCEPT:

4. lifestyles

5. -

Product
1.
positioning

Market
2.
segmentation
Which of the following is a means of
displaying or graphing, in two or more Perceptual
6. 3. 3
dimensions, the location of products, brands, mapping
or groups of products in customers¿ minds?
4. Laddering

5. -

1. repositioning

one-to-one
2.
marketing
When Henry Ford made the Model T, he said
that consumers 'can have their car in any niche
7. 3. 4
color they want, as long as it's black.' This marketing
was a case of:
undifferentiated
4.
targeting

5. -
Mass colour
1. cosmetics
market
8. Revlon was positioned in the US in the 1
Premium colour
2. cosmetics
market
 Semi-premium
3. colour cosmetics
market
None of the
4.
above

5. -

Revlon
1.
Executives

2. U.K.Modi

When Revlon was launched in India its

9. 3. Meghana Modi 1
marketing strategy was handled by

4. All of the above

5. -
superior quality
of its products
1.
compared to
Lakme
Revlon¿s
premium
2.
positioning in
the US
Which of the following is not a reason for
10. Too much 2
premium pricing adopted by Revlon in India
competition in
3.
the lower priced
segment

4. -

5. -

1. True

2. False
In market segmentation, individual
psychographic variables can be combined with
11. 3. - 1
other variables to provide more detailed
descriptions of market segments.
4. -

5. -

1. True
A product¿s position refers to where it is
12. 2
located on store shelves.
2. False
 3. -

4. -

5. -

1. True

2. False
Company characteristics, such as geographic
location, type of company, company size, and
13. 1
product use, can be important segmentation 3. -
variables.
4. -

5. -

1. Lifestyle

H&M plans to open a new store in Saudi

2. Usage rate
Arabia. It will be staffed completely by
women. Saudi Arabia has strict laws about
14. women interacting with men other than their 3. Benefit 4
husbands, so only women will be permitted to
shop there. Which type of demographic
segmentation is H&M using? 4. Gender

5. -

1. motive

2. usage-rate
Most airline frequent flyer programs reward
the most frequent flyers with business class
15. upgrades and flight lounge privileges. Airlines 3. demographic 2
are using these rewards as a means of
implementing _____ segmentation.
4. personality

5. -

1. -

16. - 2. - 0

3. -
4. -

5. -