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Unformatted text preview: REF: 122
KEY: CB&E Model Strategy OBJ: 08-1 TOP: AACSB Reflective MSC: BLOOMS Comprehension 9. Home Cookin’ Catering would like to improve customer satisfaction and increase repeat business.
When you ask the owners to describe a typical customer, they say it is impossible and explain that
with corporate functions, family affairs, and fund-raisers, they do not have a typical customer.
You suggest it is time for market segmentation because:
it will enable them to build an accurate
description of customer needs by group and to design a marketing mix to fit each segment
the company needs to reduce the size of the
market it serves
the company needs to learn how to group
these markets together into one market to
serve all of them adequately
it will help develop a generalized definition of
the market as a whole and reveal the optimal
marketing mix for this market
this will position the company in the minds of
its consumers as compared to its competitors b.
e. ANS: A
The purpose of segmentation is to group similar consumers and to serve their needs with a
specialized marketing mix.
KEY: CB&E Model Customer OBJ: 08-1 TOP: AACSB Reflective MSC: BLOOMS Application 10. Market segmentation can assist marketers to do all of the following EXCEPT:
develop more precise definitions of customer
needs and wants
identify which variable base should be used
more accurately define marketing objectives
improve resource allocation
Market segmentation itself does not signal which base should be used, but it will define needs and
wants, as well as help marketers define marketing objectives, improve resource allocation, and
KEY: CB&E Model Strategy OBJ: 08-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 11. All of the following are criteria for successful market segmentation EXCEPT:
identifiability and measurability
The four criteria are substantiality, identifiability and measurability, accessibility, and
PTS: 1 REF: 122 OBJ: 08-3 TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy MSC: BLOOMS Analysis 12. To be useful, a segmentation scheme must produce segments that meet four basic criteria. The
segmentability, targetability, reliability and
validity, and homogeneity
tangibility, inseparability, nonperishability,
substantiality, identifiability and
measurability, accessibility, and
reliability, flexibility, tangibility, and unbiased
complexity, compatability, relative advantage,
trialability, and observability
Useful segments should be substantial, identifiable and measurable, accessible, and responsive to
different marketing mixes.
KEY: CB&E Model Strategy OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 13. A manufacturer of lenses used i...
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This document was uploaded on 09/29/2013.
- Fall '13