MRA Market Segmentation & Targeting 3

Question 1

What is geodemographic segmentation?

Accepted Answer

Combining geographic location with demographic data to profile neighborhood-level consumer clusters

Answer

Segmenting markets purely by climate and weather patterns

Answer

Using GPS tracking data to map consumer movement patterns

Answer

Dividing markets by country-level economic indicators only

Question 2

RFM analysis segments customers based on:

Accepted Answer

Recency of purchase, Frequency of purchase, and Monetary value spent

Answer

Reach, Frequency, and Message effectiveness

Answer

Revenue, Features, and Market share

Answer

Research, Forecasting, and Modeling

Question 3

Which multivariate statistical technique is commonly used to identify natural consumer groupings during segmentation research?

Accepted Answer

Cluster analysis

Answer

Simple linear regression

Answer

Factor analysis

Answer

Chi-square testing

Question 4

Benefit segmentation groups consumers according to:

Accepted Answer

The specific benefits or value they seek from a product

Answer

The geographic region where they shop

Answer

Their overall income and education level

Answer

Their age and generational cohort

Question 5

Segment 'stability' is an important criterion because:

Accepted Answer

It verifies the segment's characteristics remain consistent over time, justifying long-term investment

Answer

It ensures the segment is large enough to be profitable

Answer

It confirms the segment can be reached through existing media channels

Answer

It measures how differently the segment responds to marketing stimuli

Question 6

What does 'segment actionability' mean in the context of market segmentation?

Accepted Answer

Effective marketing programs can be designed and implemented to attract and serve the segment

Answer

The segment is large enough to generate meaningful profit

Answer

The segment's members respond differently to marketing stimuli than other segments

Answer

The segment can be measured using available market research data

Question 7

Usage-rate segmentation classifies consumers into categories such as:

Accepted Answer

Non-users, light users, medium users, and heavy users

Answer

Early adopters, mainstream users, and laggards

Answer

Urban, suburban, and rural residents

Answer

Price-sensitive, quality-seeking, and convenience-oriented buyers