CH 5 - To successfully implement a market segmentation approach chosen segments must meet the requirements of a measurability accessibility

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To successfully implement a market segmentation approach, chosen segments must meet the requirements of: a. measurability, accessibility, substantiality, and responsiveness. b. measurability, promotability, substantiality, and accessibility. c. marketability, accessibility, accountability, and economical. d. marketability, promotability, accessibility, and accountability. e. measurability, profitability, substantiality, and compatibility. 2. Concerning segmentation criteria, ________ refers to the degr segments respond differently to different marketing mix eleme and product features. a. measur ability
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b. accessibility c. substantiality d. responsiveness e. compatibility 3. The business market can be segmented on several bases. Macr segmentation center on: a. characteristics of the purchasing situation. b. characteristics of the decision-making unit. c. the nature of the product application. d. all of the above.
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both (a) and (c). 4. High-growth companies are successful when: a. a well-defined group of potentially profitable customers is selected. b. developing a product or service offering that meets customer needs more than competitors. c. focusing marketing resources on acquiring, developing, and retaining profitable customers. d.
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This note was uploaded on 03/18/2012 for the course MARKETING 101 taught by Professor Hestiage during the Spring '12 term at Central Washington University.

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CH 5 - To successfully implement a market segmentation approach chosen segments must meet the requirements of a measurability accessibility

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