2BMG102 TEST 2

BY PRESIDENT CYRIL UGAH

083 720 5066

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Psychographic segmentation is the research methodology used for studying consumers and dividing
them into groups using psychological characteristics including personality, lifestyle, social status,
activities, interests, opinions, and attitudes.

Select one:

True

False

Answer

True.

Question

.............................. segmentation is a marketing strategy that involves dividing customers into

groups based on geographic characteristics.

a. Behavioural

b. Geographic

c. Demographic

d. Psychographic

Answer

b. Geographic

Question

Icy Winter perfume comes in a distinctive blue bottle with a white snowflake hanging around the
bottle’s neck. This bottle gives an image of exclusivity to the perfume and is a popular gift for
women of all ages.

Icy Winter’s bottle is an example of __________ packaging.

a. family

b. speciality

c. reusable
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d. generic

Answer

b. speciality

Question

The target market in the declining phase of the integrated marketing strategy consists of ________.

a. an older more conservative group of consumers who resist change

b. consumers who are aware of the product and its benefits

c. adventurous and risky consumers

d. consumers who are less receptive to new things

Answer

a. an older more conservative group of consumers who resist change

Question

In 2019 three boaters, travelling from Cape Town to Richards Bay, started dreaming about the
perfect boat shoe incorporating fashion, function and fun. CapeRich Inc was founded by the
entrepreneur, Zamini Mdluli, and a new type of shoe was developed. The current marketing strategy
for CapeRich could intail the search for new target markets and modifications and improvements to
CapeRich as well as persuasive advertising through mass media. In which phase of the product
lifecycle would CapeRich shoes be?

a. Declining phase

b. Maturity phase

c. Growth phase

d.Introduction phase

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Answer

d. Introduction phase

Question

Which of the following combinations are the basic needs of customers?

i. Service, price, quality, action

ii. Price, services, quality

iii. Service, price, quality, action, appreciation

iv. Price, quality, appreciation, action

a. iv

b. i

c. iii

d. ii

Answer

d. ii

Question

The target market in the declining phase of the integrated marketing strategy consists of
....................................

a. Consumers who are aware of the product and its benefits

b. Consumers who are less receptive to new things

c. Adventurous and risky consumers

d. An older more conservative group of consumers who resist change

Answer

d. An older more conservative group of consumers who resist change

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Question

Thandi is the owner for a large store in Limpopo that is famous for its high stock turnover and low
prices. What type pf retailer does Thandi own?

a. A department stock

b. An informal retailer

c. A chain store

d. A discount store

e. A manufacture

Answer

d. A discount store

Question

Which of the following is not associated with the four variables (the four Ps) used for decision
making?

a. The place where it is made

b. The product itself

c. The marketing communication methods used to inform consumers about the product (promotion)

d. The price, which reflects the product’s value to consumers

Answer

a. The place where it is made

Question

When the initial price of a new product is lower and the marketer hopes to penetrate the market
rapidly by discouraging competitors in the process, this is known as _______________.

a. Aggressive pricing
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b. Market-penetration pricing

c. Leader pricing

d. Bait pricing

e. Skimming prices

Answer

b. Market-penetration pricing

Question

The purpose of the purchasing and supply function includes:

a. Providing the right services.

b. Providing the right equipment

c. All of the above

d. Providing the right materials

Answer

c. All of the above

Question

Which of the following variables best describe Psychographic segmentation?

a. Social status and Opinion

b. Age and Gender

c. Race and Education

d. Race and Occupation

Answer

a. Social status and Opinion

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Question

Market segmentation is the process in which the total ___________ market is divided into smaller
_________ groups.

a. homogeneous; heterogeneous

b. consumer; target

c. target; consumer

d. heterogeneous; homogeneous

Answer

d. heterogeneous; homogeneous

Question

Zandile (a bride to be) sees an advertisement of traditional zulu bride wear. She excitedly tells her
mother about the advertisement. However, she did not pay attention to the advertisement on burial
services that followed the bridal wear advertisement. Zandile has shown
that.........................................plays an important role in the consumer behaviour.

a.Attitude

b. Motivation/Need

c. Learning

d. Perception

Answer

d. Perception

Question

During which one of the following phases of the integrated marketing strategy is advertising aimed
at persuading the target audience to buy certain products and create customer loyalty?

a. Growth phase

b. Introductory phase

c. Maturity phase
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d. Decline phase

Answer

c. Maturity phase

Question

.............................. segmentation is the process of grouping customers according to their behavior

when making purchasing decisions.

a. Behavioural

b. Geographic

c. Psychographic

d. Demographic

Answer

a. Behavioural

Question

Read the scenario below and answer questions that follow

Mpho has been working for over a year now and has decided that he would like to purchase his own
vehicle. As Mpho has never had his own car before, he decides to base his decision on car brands he
knows and has heard of like Toyota, Volkswagen and Ford.

What are the advantages for Mpho when basing his decision on these well-known car brands?

a. They assure Mpho of a quality standard vehicle he can count on.

b. They offer Mpho a certain degree of protection.

c. They serve as a warning against cars that do not meet his requirements

d. They facilitate easier decision-making as Mpho already recognises the brand.

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a. a, c, d

b. a, b, c, d

c. b, d

d. a, b, c

Answer

d. a, b, c

Question

Samples of beer are handed out at clubs over weekends. This refers to...............................

a. Sales promotion

b. Personal selling

c. Publicity

d. Advertising

Answer

a. Sales promotion

Question

Which of the following is not an element of purchasing and supply strategic planning?

a. Supplier development

b. Supply chain process integration

c. Supplier alliances

d. Availability forecasting

Answer

d. Availability forecasting

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Question

The role of marketing and the character of marketing activities within a business are strongly
influenced by its..................and orientation.

a. Product

b. Distribution

c. Price

d. Philosophy

Answer

d. Philosophy

Question

Nike sneakers are available in almost every country in the world and is recognised as the world's
most valuable international premium sneaker brand. Nike make use of certain intermediaries which
delivers its products efficiently. Not all possible intermediaries are, thus, considered for distribution
of their products. This is known as .................................

a. Exclusive

b. Multiple

c. Segmented

d. Intensive

e. Selective

Answer

e. Selective

Question

During which one of the following phases of the integrated marketing strategy is advertising aimed
at persuading the target audience to buy certain products and create customer loyalty?

a. Growth phase

b. Maturity phase
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c. declining phase

d. Introductory phase

Answer

b. Maturity phase

Question

Amanda wants to purchase a microwave oven. She is not at all knowledgeable about the various
kinds of microwave ovens. She has visited several stores including Pick n Pay, Checkers and Makro.
She compares various brands for their suitability, quality features and price. Microwave ovens are
known as ____________.

a. Convenience product

b. Impulsive products

c. Shopping products

d. Speciality products

Answer

c. Shopping products

Question

A long-term relationship with the customers is one of the benefits of _____________.

a. Direct marketing

b. Sales promotion

c. Advertising

d. Publicity

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Answer

a. Direct marketing

Question

Read the following scenario and then answer Question that follow:

Rebecca Molefe is the Marketing Manager of a large ladies clothing enterprise called Fashion Wear.
A new range of fashionable clothing has just been designed and after the market segmentation
process, Rebecca Molefe describes the selected/identified market segment as follows: ’unmarried,
liberal women between 18 and 28 years of age, with an income of more than R130 000 per year, and
who live in the Western Cape’. Rebecca and her marketing team decided to sell the new range of
clothing at a high price and to distribute it through two outlets, namely Boutique 4U and Boutique
Michelle.

Which of the following segmentation criteria were used to identify this market segment?

a. Geographic, demographic and psychographic

b. Demographic, psychographic and behavioural

c. Demographic, behavioural and geographic

d. Psychographic, geographic and behavioural

Answer

a. Geographic, demographic and psychographic

Question

SABMiller owns four global beer brands namely Grolsch, Miller Genuine Draft, Peroni and Pilsner
Urquell.

Grolsch, Miller Genuine Draft, Peroni and Pilsner Urquell are examples of __________ brands.

a. generic

b. individual

c. family

d. manufacturer

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Answer

c. family

Question

Brand loyalty and price sensitivity are factors that determine the __________ criteria for market
segmentation.

a. geographic

b. demographic

c. behavioural

d. psychographic

Answer

c. behavioural

Question

Market segmentation is the practice of dividing your target market into approachable groups.

a. Product segmentation

b. Market segmentation

c. Geographic segmentation

d. Growth segmentation

Answer

b. Market segmentation

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Question

Read the following scenario and then answer Question that follow:

Rebecca Molefe is the Marketing Manager of a large ladies clothing enterprise called Fashion Wear.
A new range of fashionable clothing has just been designed and after the market segmentation
process, Rebecca Molefe describes the selected/identified market segment as follows: ’unmarried,
liberal women between 18 and 28 years of age, with an income of more than R130 000 per year, and
who live in the Western Cape’. Rebecca and her marketing team decided to sell the new range of
clothing at a high price and to distribute it through two outlets, namely Boutique 4U and Boutique
Michelle.

What type of pricing is Rebecca using?

a. Penetration pricing

b. Skimming pricing

c. Leader pricing

d. Bait pricing

Answer

b. Skimming pricing

Question

Heineken has followed a diversification strategy in the past. Which one of the following strategies
aptly describes the diversification strategy followed by the group?

a. Heineken is a major manufacturer of beer and cider products in various countries of the world.

b. Heineken has the major market share in the premium beer market.

c. Heineken today is the most valuable international premium beer band.

d. Heineken beer is available in almost any country of the world

Answer

a. Heineken is a major manufacturer of beer and cider products in various countries of the world.

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Question

The assessment of purchasing and supply activities includes:

a. None of the above

b. Capital

c. Timeliness

d. Human Resources

Answer

c. Timeliness

Question

The consumer gradually moves through three phases of loyalty. which of the following is NOT a
phase?

a. Brand Recognition, Performance and Insistence

b. brand Recognition, Preference, and Insistence

c. Brand Recognition, Preference, and Interest

d. Brand Reliability, Preference, and Insistence

Answer

a.

Question

When the initial price of a new product is lower and the marketer hopes to penetrate the market
rapidly by discouraging competitors in the process, this is known as _______________.

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a. Market-penetration pricing

b. Leader pricing

c. Skimming prices

d. Bait pricing

Answer

a. Market-penetration pricing

Question

Demographic variables are very important when deciding on a segmentation strategy within a
specific market. Which of the following is NOT a demographic variable?

a. Lifestyle and Personality

b. Age, Occupation

c. Religion and Gender

d. Race and Education

Answer

a. Lifestyle and Personality

Question

Segmenting a population according to its annual income, occupation and lifestyle would fall under
which type(s) of consumer segmentation base(s)?

a. Geographic, demographic, psychographic segmentation.

b. Demographic and psychographic segmentation.

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c. Geographic, demographic, psychographic and Behavioural segmentation.

d. Behavioural segmentation.

Answer

c. Geographic, demographic, psychographic and Behavioral segmentation.

Question

Which of the following is not the management task of the purchasing and supply manager?

a. Purchasing and Supply planning

b. None of the above

c. Organising the purchase and supply function

d. Control in the purchasing and supply function

Answer

b. None of the above

Question

Jade is the marketing director of the Just-in-Time Watch Company. She uses the sales figures from
the last three years to predict how the company’s sales will look for the next year. Which type of
sales forecasting technique is Jade using?

a. Forecasting based on the consumers’ reactions

b. Forecasting based on market-research results

c. Forecasting based on historical data

d. Forecasting by a panel of experts

Answer

c. Forecasting based on historical data

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Question

Read the scenario below and answer question that follow

Mpho has been working for over a year now and has decided that he would like to purchase his own
vehicle. As Mpho has never had his own car before, he decides to base his decision on car brands he
knows and has heard of like Toyota, Volkswagen and Ford.

During which phase of brand loyalty is Mpho moving?

a. Brand preference

b. Brand recognition

c. Brand appreciation

d. Brand insistence

Answer

b. Brand recognition

Question

KOO sells its tinned food in more or less identical tins and sizes. The only difference is the labelling.
Which type of packaging does KOO make use of for its tinned foods?

a. Speciality packaging

b. Family packaging

c. Kaleidoscopic packaging

d. Reusable packaging

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Answer

b. Family packaging

Question

A young man named Joey sees an advertisement for Heineken beer on TV. His interpretation is that
drinking Heineken demonstrates masculinity and he goes to the liquor store to buy a six-pack of the
beer. Which one of the following individual factors of consumer behaviour influences Joey’s
behaviour?

a. Personality

b. Attitude

c. Lifestyle

d. Perception

Answer

a. Personality

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