MRA Market Segmentation & Targeting 1

Question 1

What is market segmentation?

Accepted Answer

The process of dividing a broad market into distinct subgroups of consumers with common needs or characteristics

Answer

Market segmentation divides a heterogeneous market into distinct subgroups (segments) that share common characteristics, enabling more targeted marketing strategies.

Question 2

Which of the following is a demographic segmentation variable?

Accepted Answer

Household income

Answer

Household income is a demographic variable; demographics include age, income, education, gender, and family size — measurable population statistics.

Question 3

What does psychographic segmentation primarily focus on?

Accepted Answer

Consumers' lifestyles, values, interests, and personality traits

Answer

Psychographic segmentation groups consumers based on psychological attributes such as lifestyles, values, attitudes, and interests, which go beyond observable demographics.

Question 4

Which segmentation base divides the market by climate, region, or population density?

Accepted Answer

Geographic segmentation

Answer

Geographic segmentation groups consumers by location-based variables such as country, region, city size, climate, or urban vs. rural settings.

Question 5

Which criterion for effective market segmentation requires that a segment must be large enough to generate sufficient revenue?

Accepted Answer

Substantiality

Answer

Substantiality means a segment must be large and profitable enough to justify developing a tailored marketing strategy for it.

(MRA) Market Research Analyst Certification Practice Test

(MRA) Market Research Analyst Certification Practice Test

MRA Market Segmentation & Targeting 1