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. Which key variable is commonly used by businesses in demographic market segmentation?

    • Usage rate
    • Urban or rural
    • Brand loyalty
    • Age and gender

  2. Which key variable is used when a business applies geographic market segmentation?

    • Income level
    • Age and gender
    • Location and region
    • Customer loyalty

  3. Which key variable is used when a business applies behavioural market segmentation?

    • Age group
    • Social class
    • Usage rate
    • Postcode area

  4. Which targeting strategy focuses specifically on serving a small, specialised market segment?

    • Geographic marketing
    • Mass marketing
    • Niche marketing
    • Differentiated marketing

  5. Which targeting strategy aims a single product at an entire market without segmenting?

    • Niche marketing
    • Concentrated marketing
    • Mass marketing
    • Segmented marketing

  6. Which visual diagram plots customer perceptions of competing brands across two key dimensions?

    • Gantt chart
    • Market map
    • Ansoff matrix
    • Decision tree

  7. What term describes how customers perceive a brand or product relative to its competitors?

    • Market targeting
    • Brand extension
    • Brand positioning
    • Market segmentation

  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. Targeting consumers based on how frequently they buy a product uses which segmentation method?

    • Behavioural
    • Income
    • Demographic
    • Geographic

  10. Which targeting strategy is best suited to a small firm with a limited marketing budget?

    • Global marketing
    • Niche marketing
    • Mass marketing
    • Undifferentiated marketing

  11. Which visual tool illustrates brand positioning relative to competitors using two dimensions?

    • Ansoff matrix
    • PESTLE analysis
    • Boston matrix
    • Market map

  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. Targeting families living near primary schools combines which two distinct market segmentation bases?

    • Geographic and income
    • Behavioural and demographic
    • Demographic and geographic
    • Income and behavioural

  15. What is the main risk for a business that fails to establish clear brand positioning?

    • Lower unit costs
    • Higher profit margins
    • Loss of differentiation
    • Increased market size

  16. What key advantage does niche marketing offer a small business over mass market targeting?

    • Less direct competition
    • Unlimited customer base
    • Lower production costs
    • Higher total output

  17. Combining customer income data with buying frequency data uses which two segmentation methods?

    • Geographic and demographic
    • Income and behavioural
    • Geographic and behavioural
    • Demographic and geographic

  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 business need to adapt its brand positioning when expanding into international markets?

    • Identical consumer needs
    • Differing cultural perceptions
    • Lower transport costs
    • Fixed production costs

  20. What is a key reason for targeting a small market segment over a larger one?

    • Guaranteed market share
    • Higher growth potential
    • Zero competition
    • Lower unit costs

All AQA Business quizzes