MRA Market Segmentation & Targeting 2

Question 1

The STP framework in marketing stands for:

Accepted Answer

Segmentation, Targeting, and Positioning

Answer

Strategy, Tactics, and Performance

Answer

Survey, Testing, and Profiling

Answer

Sampling, Trend analysis, and Projection

Question 2

Which targeting strategy involves serving the entire market with a single standardized offer?

Accepted Answer

Undifferentiated (mass) marketing

Answer

Concentrated marketing

Answer

Differentiated marketing

Answer

Micromarketing

Question 3

What is differentiated targeting?

Accepted Answer

Creating separate offers tailored to two or more distinct market segments

Answer

Targeting one narrow segment with a highly specialized offering

Answer

Offering a single product to the entire market

Answer

Personalizing offers down to the individual consumer level

Question 4

Concentrated (niche) marketing is most appropriate when:

Accepted Answer

A company focuses on one specific segment to build a strong position within it

Answer

A company has abundant resources and wants to maximize total market reach

Answer

A company targets multiple large segments simultaneously

Answer

A company uses the same marketing mix for all consumer groups

Question 5

Which factor is most important when evaluating the attractiveness of a market segment?

Accepted Answer

Segment size, growth rate, structural attractiveness, and company fit with objectives and resources

Answer

The number of competitors currently serving the segment

Answer

The geographic location of the segment's consumers

Answer

The age distribution of consumers within the segment

Question 6

What is micromarketing (individual marketing)?

Accepted Answer

Tailoring products and marketing programs to the needs of specific individuals or local customer groups

Answer

Marketing to very small geographic areas such as zip codes

Answer

Launching low-budget marketing campaigns for startup companies

Answer

Analyzing micro-trends within broad consumer demographics

Question 7

In B2B market segmentation, 'firmographic' variables include:

Accepted Answer

Company size, industry sector, location, and annual revenue

Answer

Individual buyer personality traits and lifestyle preferences

Answer

Consumer purchase frequency and brand loyalty scores

Answer

Geographic climate zones and regional population density