final exam mkt_249 - 218 What are the segmentation bases for U.S organizational markets(p 193 Organizational markets can be segmented by geographic

final exam mkt_249 - 218 What are the segmentation bases...

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218.(p. 193)What are the segmentation bases for U.S. organizational markets? Organizational markets can be segmented by geographic, demographic or behavioral segments. Product features, usage rate, and awareness/intentions are similar to the consumer market variables used for segmentation and may also be used to segment organizational markets.AACSB: AnalyticalBlooms: ComprehensionDifficulty Level: MediumKerin - Chapter 09 #218Learning Objective: 09-03 Recognize the bases used to segment consumer and organizational markets.Topic: Organizational Market Segmentation219.(p. 194)Define what is meant by the concept of the "80/20 rule". Usage rate is sometimes referred to in terms of the 80/20 rule, a concept that suggests 80 percent of a firm's sales are obtained from 20 percent of its customers. The percentages in the 80/20 rule are not really fixed at exactly 80 percent and 20 percent but suggest that a small fraction of customers provide a large fraction of a firm's sales.AACSB: AnalyticalBlooms: ComprehensionDifficulty Level: MediumKerin - Chapter 09 #219Learning Objective: 09-03 Recognize the bases used to segment consumer and organizational markets.Topic: 80/20 Rule
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220.(p. 197)Explain what a market-product grid is and how it is used. A market-product grid is a framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization. In a complete market-product grid analysis, each cell in the grid can show the estimated market size of a given product sold to a specific market segment.AACSB: AnalyticalBlooms: ComprehensionDifficulty Level: MediumKerin - Chapter 09 #220Learning Objective: 09-04 Develop a marketproduct grid to identify a target market and recommend resulting actions.Topic: Market-Product Grid221.(p. 198)What are the criteria used to select target markets? There are two different kinds of criteria in the market segmentation process: those used to (1) divide the market into segments and (2) actually pick the target segments. Five criteria can be used to select the target segments. (1) market size, (2) expected growth, (3) competitive position. (4) cost of reaching the segment, and (5) compatibility with the organization's objectives and resourcesAACSB: AnalyticalBlooms: ComprehensionDifficulty Level: MediumKerin - Chapter 09 #221Learning Objective: 09-04 Develop a marketproduct grid to identify a target market and recommend resulting actions.Topic: Criteria to Select the Target Segments
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222.(p. 201-202)Explain the difference between marketing synergies and product synergies.
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