jl Chapter 08 questions

jl Chapter 08 questions - MKTG Chapter 8Segmenting and...

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MKTG Chapter 8—Segmenting and Targeting Markets 1. A market is people or organizations that have: a. the ability, willingness, and power to buy b. a medium of exchange and products they desire c. needs and wants and an ability and willingness to buy d. unmet needs or wants and products or services that satisfy those unmet needs or wants e. communication, financial, and capital resources 2. _____ is the process of dividing a market into meaningful groups that are relatively similar and identi- fiable. a. Perceptual mapping b. Positioning c. Micromarketing d. Market sampling e. Market segmentation 3. According to the criterion of _____ a selected segment must be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commer- cially viable, even if the number of potential customers is small. a. causality b. accountability c. responsiveness d. accessibility e. substantiality 4. Altria Group Inc.’s Phillip Morris failed at another attempt to target Americans looking for a poten- tially safer cigarette. This market exhibits a lack of _____.
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jl Chapter 08 questions - MKTG Chapter 8Segmenting and...

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