The british company bentley has one dealer selling

The British company Bentley, has one dealer selling cars in South Africa and they have a clear
profile of their segment and know what the purchasing power and potential profit on their car is.
Which ONE of the following prerequisites for market segmentation does Bentley fulfil because
they know their market?
A. It must be accessible.
B. It must be actionable.
C. It must be measurable.
D. It must be geographic.
Feedback:Review Page 139 in the 5th ed prescribed book Chapter 6, Review Page 134-135 in the 6TH ed prescribed book
Chapter 6. It must be measurable refers to the ability to measure the size, purchase power and potential profit of the
segment thus option a is the correct answer. This is because Bentley has a well-defined segment and knows the profitability
of their product and the purchasing power of the consumer. Option b is incorrect as it must be geographic is not a criteria
for effective segmentation. Option c is incorrect as it must be actionable refers to the possibility of developing separate
market offerings for different market segments. The example does not refer to this. Option d is not the correct option as it
must be accessible refers to the ability of the marker to reach the market segment with the offering. In the example, it does
not mention this.
Question 11
The process of putting marketing strategies into action is called …
Question 12
Peek-a-Boo is a well-known top- quality baby seat manufacturer. It sells 4 million baby seats a year.
The success of Peek-a-Boo, as a well-known top-quality baby seat manufacturer, is MOST likely due
to excellent … planning.