Marketing Final Exam

D complexity is not a criterion pts 1 ref 122

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Unformatted text preview: n microscopes, binoculars, and telescopes has segmented its market into scientific equipment manufacturers, sporting equipment manufacturers, and retailers who sell replacement lenses. In order for this segmentation scheme to be successful, all of the following criteria must be met EXCEPT: a. substantiality b. accessibility c. identifiability and measurability d. complexity e. responsiveness ANS: D Complexity is not a criterion. PTS: 1 REF: 122 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Application 14. 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 commercially viable, even if the number of potential customers is small. a. causality b. accountability c. responsiveness d. accessibility e. substantiality ANS: E Substantiality means segments must be large enough to warrant a separate marketing mix. PTS: 1 REF: 122 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 15. The marketing researcher for Pooch Party, a manufacturer of toys for dogs, has noticed an increased trend in pet owners dressing their dogs in clothing. The researcher thinks there is a market for designer clothing for small- and medium-sized dogs, but he’s not sure if the segment is substantial. In this case, substantiality means the segment: a. has enough special stores, magazines, and other outlets that it will be possible to direct advertisements at this group b. is large enough to permit a profitable market effort toward its members c. exhibits a response rate to marketing variables different from the rates of other segments d. is too large and needs to be reduced to a more easily identifiable and measurable size e. will be difficult to develop a product to match this group of buyers ANS: B Substantiality means the selected segment will be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commercially viable, even if the number of potential customers is small. PTS: 1 REF: 122 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Application 16. The marketing manager of Gevalia gourmet coffees wants to target the gay male consumer because he thinks this segment of consumers appreciates and consumes gourmet coffee. Even though gay lifestyles are becoming more accepted socially, the manager is finding it difficult to determine the market potential for this segment because many gay consumers are not willing to admit their lifestyle publicly. Which criterion of a useful segment does this illustrate? a. Substantiality b. Identifiability and measurability c. Complexity d. Responsiveness e. Validity ANS: B Segments must be identifiable and their size measurable, which might be difficult due to many gay consumers not admitting their lifestyle. PTS: 1 REF: 122 Thinking KEY: C...
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This document was uploaded on 09/29/2013.

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