Forming segments conceptual which of the following is

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9-53 FORMING SEGMENTS CONCEPTUAL Which of the following is NOT a criterion used in forming market segments? a. potential for increased profit b. similarity of needs of potential buyers within a segment c. difference of needs of buyers among segments d. cost of reaching the segment e. simplicity and cost of assigning potential buyers to segments Answer: d Page: 192
Rationale: Cost of reaching the segment is a reason for selecting a market, not for segmenting it. 9-54 FORMING SEGMENTS CONCEPTUAL A marketing manager must be able to put a market segmentation plan into effect. This means being able to recognize the characteristics of potential buyers and __________ without encountering excessive costs. d Page: 192
Rationale: A marketing manager must be able to put a market segmentation plan into effect. This means being able to recognize the characteristics of potential buyers and then assigning them to a segment without encountering excessive costs. 9-55 CONSUMER SEGMENTATION VARIABLES DEFINITION Two general categories used to segment consumer markets are __________ and buying situations. d Page: 192
Rationale: Two kinds of variables are generally used to segment consumer markets: (1) customer characteristics and (2) buying situations.
9-56 CONSUMER SEGMENTATION VARIABLES CONCEPTUAL Variables used to segment markets can be divided into two general categories. They are: d Page: 192
Rationale: Two kinds of variables are generally used to segment consumer markets: (1) customer characteristics and (2) buying situations. 9-57 SEGMENTATION BY REGION APPLICATION Which of the following statements demonstrates the formation of a segment based on region? a. In China KFC sells a much spicier chicken the farther away its restaurants are from the coastal areas. b. GE built a downsized microwave oven to hang under kitchen cabinets. c. Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. d. A fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays. e. A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area. Answer: a Page: 192 Rationale: KFC has discovered that to be successful in globalization it must be willing to adapt to the taste preferences of different regions.

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