Section 2 - Quiz: Market Segmentation and Target Marketing
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1. A market segment is:
- The group you most want to reach with your messages
- A marginalized group in the population
- A smaller homogeneous group that represents a portion of the total market
- Defined by age
Incorrect. The answer is C. A market segment is a smaller homogeneous group that represents a portion of the total market
Correct! The answer is C. A market segment is a smaller homogeneous group that represents a portion of the total market
2. The Stages of Change Model is:
- A 12 step process individuals are to follow to give up a bad habit
- A model of the psychological process individuals experience when changing their behaviour
- Always used to segment markets
- An evaluation method for tracking progress of a social marketing campaign
Incorrect. The answer is B. The stages of change model is the psychological process individuals experience when changing their behaviour
Correct! The answer is B. The stages of change model is the psychological process individuals experience when changing their behaviour
3. True or false: Contemplation is the first stage in the stages of change model?
Incorrect. The answer is false. The first stage in the stages of change model is Pre-contemplation. At the pre-contemplation stage the individual is not yet considering changing his/her behaviour. At the contemplation stage, the individual acknowledges the need to change his/her behaviour.
Correct! The answer is false. The first stage in the stages of change model is Pre-contemplation. At the pre-contemplation stage the individual is not yet considering changing his/her behaviour. At the contemplation stage, the individual acknowledges the need to change his/her behaviour.
4. If you have selected "Women aged 25 - 45" as a target market, you have segmented your audience based on:
- Demographics
- Psychographics
- Geographics
- All of the above
Incorrect. The answer is A. Age and gender are demographic attributes.
Correct! The answer is A. Age and gender are demographic attributes.
5. True or false: The TARPARE model is used to assist social marketers in identifying which segments of the market should be target audiences for a campaign.
Incorrect. The answer is true. TARPARE is a model that can assist in analyzing segments in order to select the target markets where the greatest impact is possible. Each letter of TARPARE represents one criterion for assessment - Total number of people in the segment, At Risk group, Persuadable, Accessibility, Resources required and Equity.
Correct! The answer is true. TARPARE is a model that can assist in analyzing segments in order to select the target markets where the greatest impact is possible. Each letter of TARPARE represents one criterion for assessment - Total number of people in the segment, At Risk group, Persuadable, Accessibility, Resources required and Equity.
