MRA Market Segmentation & Targeting 2

Question 1

The STP framework in marketing stands for:

Accepted Answer

Segmentation, Targeting, and Positioning

Answer

STP stands for Segmentation, Targeting, and Positioning — a three-stage process for identifying and reaching the most valuable consumer groups.

Question 2

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

Accepted Answer

Undifferentiated (mass) marketing

Answer

Undifferentiated or mass marketing ignores segment differences and targets the whole market with one offer, aiming for broad appeal.

Question 3

What is differentiated targeting?

Accepted Answer

Creating separate offers tailored to two or more distinct market segments

Answer

Differentiated targeting involves designing separate marketing programs for multiple segments, increasing total sales by better meeting each group's specific needs.

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

Concentrated marketing involves focusing all resources on a single, well-defined niche, allowing smaller companies to compete effectively by specializing deeply.

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

Segment attractiveness is evaluated using size and growth potential, structural factors (competition, substitutes), and alignment with the company's objectives and capabilities.

(MRA) Market Research Analyst Certification Practice Test

(MRA) Market Research Analyst Certification Practice Test

MRA Market Segmentation & Targeting 2