The marketing researcher for pooch party a

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16. 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 design- er 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 ad- vertisements 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: 118 OBJ: 08-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 17. The marketing manager of Gevala gourmet coffees wants to target the gay male consumer because he thinks this segment of consumers appreciates and consumes gourmet coffee. Even though gay life- styles 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?
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PTS: 1 REF: 119 OBJ: 08-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 18. Which criterion of useable market segments means the firm must be able to reach members of targeted segments with customized marketing mixes? PTS: 1 REF: 119 OBJ: 08-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Customer
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