MODULE 3- MARKET

MODULE SEGMENTATION
3 PRE-TEST

Identification. Distinguish whether the following represent demographic segmentation, psychographic

segmentation, geographical segmentation, or behavioral segmentation. Write your answer on the blank
provided.

__________________1. Bicol region

__________________2. Urban area
__________________3. Power Puff Girls coloring book
__________________4. Junior High School
__________________5. Filipino
__________________6. Roman Catholic
__________________7. Buying cake once a week
__________________8. Vacation in Asian countries
__________________9. Playing golf after work
__________________10. Readers' Digest
__________________11. Affluent market and marginalized market
__________________12. Urban and rural areas
__________________13. Health conscious and sports enthusiast
__________________14. Male and Female
__________________15. Baby boomers, generation X and Y
 MODULE 3 ASSESSMENT

Multiple Choice. Encircle the letter of the correct answer.

1. The process of dividing the market into distinct groups of customers who have varying product
requirements
a. segmentation c. positioning
b. targeting d. all of the above

2. Formulating a competitive positive image of a product or service by a good marketing mix

strategies
a. segmentation c. positioning
b. targeting d. all of the above

3. The process of evaluating the most attractive segment for a company to enter
a. market segmentation c. market positioning
b. market targeting d. none of the above

4. Dividing the market into different geographical units such as regions, cities, and states
a. demographic segmentation c. psychographic segmentation
b. geographic segmentation d. behavioral segmentation

5. A market coverage strategy where company sets a balance between increased sales and
increased cost
a. undifferentiated market coverage c. concentrated market coverage
b. differentiated market coverage d. market positioning

6. A market coverage strategy where a company serves the one product offering
a. undifferentiated market coverage c. concentrated market coverage
b. differentiated market coverage d. market positioning

7. Individuals who purchase products for their own personal consumption or use
a. industrial market c. retailer
b. consumer market d. government market

8. The type of market that purchases product in order to produce and product
a. producers' market c. buyers' market
b. industrial market d. consumers' market

9. The uniqueness of a company's product from its competitors' product

a. competitive advantages c. product advantage
b. market opportunity d. market strategy

10. A market segmentation based on age, gender, status, education, and religion
a. demographic segmentation c. psychographic segmentation
b. geographic segmentation d. behavioral segmentation
True or False. Write the word TRUE if the statement is correct and write the word FALSE if incorrect.
Write your answer on the space provided before each number.

________1. Market segmentation refers to the process of looking into the most attractive market a
business enterprise is capable of serving.
________2. Geographical segmentation divides the market based on territory.
________3. Behavioral segmentation groups the market according to lifestyle, personality, or social
class.
________4. Demographic segmentation divides the market based on age, gender, income, and
nationality.
________5. Consumer market purchases goods for further processing.
________6. The process of emphasizing the product's best feature is called positioning.
________7. Differentiated market coverage ignores the differences of the market segment.
________8. Concentrated market coverage targets several market segments, offering varied product
designs.
________9. Through undifferentiated marketing, the firm achieves a strong market position in the
segment it serves.
________10. Consumer market has few buyers that purchase products in large quantities.

Discussion Questions:

1. Discuss why market segmentation is essential.

2. Differentiate the two categories of market.
3. Enumerate and differentiate the types of market segmentation.
4. Cite the importance of each market coverage strategies.