Lesson 3.3.3

3.3.3 Making marketing decisions: segmentation, targeting and positioning Quiz: AQA Business, Unit 3

20 questions

Written by Revision Ninja · Last reviewed 11 October 2026

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Lesson 3.3.3, Making marketing decisions: segmentation, targeting and positioning: 20 multiple choice questions for the AQA Business (7132), Unit 3: Marketing management, written with Revision Ninja.

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The 20 questions

  1. Demographic segmentation divides a market by:

    • Consumer buying behaviour such as brand loyalty
    • Geographic location such as region or climate
    • Income band alone
    • Characteristics such as age, gender, family size or occupation

  2. Geographic segmentation uses:

    • Usage rate and purchase occasion
    • Age, gender and social class
    • Location, such as country, region, or urban and rural areas
    • Personality traits and values

  3. Behavioural segmentation groups consumers by:

    • Their income and savings level
    • Their age and marital status
    • Their purchasing behaviour, such as usage rate, loyalty or benefits sought
    • Where they live and the local climate

  4. Niche marketing means:

    • Targeting several large segments at the same time
    • Selling only through online channels
    • Targeting a small, specialised segment with a tailored product
    • Selling to the whole market with one product

  5. Mass marketing is best described as:

    • Selling to a small segment with a specialised product
    • Selling only to customers in one geographic area
    • Selling one product to the whole market without segmenting it
    • Selling several products to distinct segments

  6. A market map is used to:

    • List the total sales of each competitor in a year
    • Show how a firm's product compares with competitors on two key dimensions of customer preference
    • Show a firm's organisational structure and reporting lines
    • Show the location of every distribution outlet in a country

  7. Positioning in marketing refers to:

    • The order in which products are launched
    • The price charged compared with the firm's costs
    • The way a product is perceived by customers relative to competitors
    • The physical location of the product on supermarket shelves

  8. A luxury watch brand targets high-income professionals. Which segmentation base is it mainly using?

    • Behavioural segmentation
    • Mass marketing
    • Income segmentation
    • Geographic segmentation

  9. A sports drinks firm targets gym-goers who drink three or more bottles a week. Which segmentation base is being used?

    • Behavioural, based on usage rate
    • Income, based on earnings
    • Demographic, based on age
    • Geographic, based on region

  10. A new firm with a limited budget should choose which targeting approach?

    • Advertising nationally before identifying any customers
    • Niche marketing, targeting one well-defined segment
    • Mass marketing across all age groups
    • Targeting every segment at once with separate brands

  11. A bank wants to position itself as the most ethical lender. Which tool best shows this positioning?

    • A Boston Matrix showing market growth and share
    • A stakeholder power and interest grid
    • A decision tree with probabilities
    • A perceptual market map using ethics and price as dimensions

  12. On a price and quality market map, a firm sits high on both price and quality. What is its positioning?

    • Budget positioning
    • Economy positioning
    • Premium positioning
    • Discount positioning

  13. A segment makes up 25% of a market of 800,000 consumers. How many consumers are in the segment?

    • 80,000
    • 25,000
    • 320,000
    • 200,000

  14. A supermarket targets families living near schools. Which two segmentation bases is it using?

    • Behavioural only
    • Geographic only, with no demographic element
    • Geographic and demographic
    • Income and behavioural only

  15. A brand's positioning is unclear. What is the most likely effect?

    • Customers will automatically buy the product at a premium
    • Competitors will be unable to enter the market
    • Customers may confuse the brand with competitors and fail to see its distinct benefit
    • The firm will avoid all marketing costs

  16. Evaluate: what is the strongest argument for niche marketing over mass marketing for a small business?

    • A niche lets the firm meet specific needs well with limited resources, reducing direct competition from larger firms
    • Niche marketing removes the need for pricing decisions
    • Mass markets are illegal for small businesses
    • Niche markets are always larger than mass markets

  17. A firm targets a segment defined by income, but its buying behaviour differs from what it expected. What is the best response?

    • Abandon segmentation entirely and sell to everyone
    • Refine the segmentation by combining income with behavioural data to target more accurately
    • Increase prices across all segments equally
    • Ignore behaviour because income is the only valid base

  18. A market of 2,000,000 consumers has 40% in a demographic group. Of that group, 30% buy the product. How many customers in the target group buy it?

    • 240,000
    • 800,000
    • 80,000
    • 600,000

  19. Why might a positioning strategy that works in one country fail in another?

    • Positioning strategies are identical in every country by law
    • Consumer perceptions and cultural preferences differ, so the same positioning may not be understood the same way
    • Positioning depends only on price, which is fixed globally
    • Consumers in all countries have identical incomes and tastes

  20. A firm must choose between Segment X (500,000 customers, growing 1% a year) and Segment Y (100,000 customers, growing 12% a year). With limited resources, which is the most reasoned choice?

    • Segment X, because bigger segments always produce higher profit
    • Segment Y, if its growth and profit potential justify focusing on it despite its smaller size
    • Both segments equally, since size does not matter
    • Neither segment, because targeting is never worthwhile

All AQA Business quizzes