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Quiz 3 - 1 Happy Daze Tours is attempting to segment the...

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1. Happy Daze Tours is attempting to segment the market for their new vacation package. They decide to survey consumers to discover if they include surfing the web as one of their favorite pastimes. Happy Daze is using which type of segmentation base to segment the market? Student Response Value Correct Answer Feedback 1. objective and general 2. subjective and general 100% Subjective and general uses information that pertains to a customer’s activities, interests, or opinions in order to segment the market. The market could be segmented based upon different lifestyles. In this question Happy Daze is trying to discover whether or not consumers view surfing the web as a favorite pastime, thus they are using a subjective and general approach. 3. web-based research 4. objective and specific 5. subjective and specific General Feedback:
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Lecture page 44: Objective is information is overtly observable, while subjective must be measured via a survey or other indirect means. General and specific indicate the extent to which the measure used is related directly to the product of interest. A) Objective and general uses demographic and socio-economic status information in order to form a basis for segmenting a market. B) Subjective and general uses information that pertains to a customer’s activities, interests, or opinions in order to segment the market. The market could be segmented based upon different lifestyles. In this question Happy Daze is trying to discover whether or not consumers view surfing the web as a favorite pastime, thus they are using a subjective and general approach. C) This is a form of marketing research, not a segmentation approach. D) Objective and specific information could use the purchase history of customers, or any other overtly observable fact that is specific only to the product class or brand in order to assign customers to segments. E) Subjective and specific information is used to segment markets on the basis of what benefits are important to consumers. Here the importance weights individual consumers assign to various items plays an important role in segmenting. Score: 1/1 2. Christy flips through her monthly issue of Cosmopolitan. After seeing nine different perfume advertisements, she goes to the mall and purchases Romance by Ralph Lauren. This example represents which of the segmentation criteria discussed in class? Student Response Value Correct Answer Feedback 1. Profitability 2. Distinctiveness Across 3. Similarity Within 4. Reachability 100% Reachability refers to having a segment that can be reached, along with a method to get them the product. In this case Ralph Lauren advertises its perfume in the Cosmopolitan in order to reach its audience, which is made up primarily
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Student Response Value Correct Answer Feedback of young women.
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