MCQs on Customer Driven Marketing Strategy

1. Variables such as market and product variability plays a role in designing of

A. positioning strategy
B. targeting strategy
C. differentiation
D. market segmentation

2.Segmentation on basis of values and attitudes and behavioral patterns is an

example of

A. geographic location
B. cultural factors
C. economic factors
D. political and legal factors

3. Targeting affluent customers with luxurious goods is an example of

A. geographic segmentation
B. income segmentation
C. psychographic segmentation
D. behavioral segmentation

4. In positioning statement, first thing that must be stated is

A. target segment
B. market segmentation
C. differentiation
D. positioning

5. Company marketing mix that target market segments very broadly is called

A. mass marketing
B. segmented marketing
C. niche marketing
D. micromarketing

6. Burger King segments and targets its brands market "Super Fans" who visit
store roughly 13 times a month is an example of

A. user status
B. usage rate
C. loyalty status
D. benefits sought
7. 'Harley-Davidson' which marketed bikes for female segment of market is an
example of

A. geographic segmentation
B. gender segmentation
C. psychographic segmentation
D. behavioral segmentation

8. Market segmentation done on basis of religions of customers such as

'Catholics, Hindus and Muslims' is classified as

A. geographic segmentation
B. demographic segmentation
C. psychographic segmentation
D. behavioral segmentation

9. Positioning statement first states the

A. product membership in category

B. points of priority
C. points of differences
D. brands superiority

10.If men and women responds differently to marketing efforts for fast food
then segment should be considered as

A. differentiable segment
B. non-differentiable segments
C. intermarket segmentation
D. intramarket segmentation

11. Brand's superiority is based on its

A. point of differences
B. points of priority
C. points of membership category
D. point of similarities

12. 'concentrated marketing' is also called as

A. mass marketing
B. segmented marketing
C. niche marketing
D. micromarketing
13.Market coverage strategy which captures large share of one or more
segments is called

A. mass marketing
B. segmented marketing
C. niche marketing
D. micromarketing

14. 'Nivea'
introduced and markets product line for men including body wash and
shaving gels is example of

A. geographic segmentation
B. gender segmentation
C. psychographic segmentation
D. behavioral segmentation

15. Market which is segmented on basis of negative and hostile attitude toward
product is considered as

A. geographic segmentation
B. demographic segmentation
C. psychographic segmentation
D. behavioral segmentation

16. 'RegentSeven Seas Cruise Line' targets customers seeking elegant ambiance
for holidays is example of

A. geographic segmentation
B. income segmentation
C. psychographic segmentation
D. behavioral segmentation

17. Positioning statement must state category of brands and its

A. points of differences
B. price
C. place
D. distribution channel

18. Marketing strategy which does not focus on difference between consumer
needs is called

A. mass marketing
B. segmented marketing
 C. niche marketing
D. micromarketing

19. Market segment which is large enough or profitable enough to be served is

known as

A. attainable segment
B. measureable segment
C. accessible segment
D. substantial segment

20. Process of segmenting market and identifying which segments to target is

classified as

A. market segmentation
B. targeting market
C. undifferentiated marketing
D. differentiated marketing

21. 'value proposition' is called brands

A. full positioning
B. full targeting
C. full market segmentation
D. full competitive advantage

22. Apple
customers who keeps buying same brand in every purchase is an
example of

A. user status
B. usage rate
C. loyalty status
D. benefits sought

23. International markets can be segmented on basis of factors such as

A. geographic location
B. cultural factors
C. economic factors
D. all of above

24. Market segments must be

A. attainable
 B. measureable
C. accessible
D. all of above

25. 'undifferentiated marketing' is also called as

A. mass marketing
B. segmented marketing
C. concentrated marketing
D. micromarketing

26. Company and brand positioning must be stated in

A. differentiation
B. competitive edge statement
C. positioning statement
D. points of similarities

27. After company has positioned itself, it should take steps to

A. communicate positioning
B. differentiation
C. establish distribution channels
D. none of above

28. Companies that targets market very narrowly is called

A. mass marketing
B. segmented marketing
C. niche marketing
D. micromarketing

29. Niche marketing helps more in

A. smaller firms
B. larger firms
C. business giants
D. retail store

30. Segment whose size, purchasing power of customers and profiles of

customers in segments can be measured in terms of numerical figures is
considered as

A. attainable segment
B. measureable segment
C. accessible segment
D. substantial segment