CH 5 - To successfully implement a market segmentation...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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.
Background image of page 2
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.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 16

CH 5 - To successfully implement a market segmentation...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online