year, no one really can predict what will happen. The need to rely on another company to supply the survival kits would fall in which quadrant (s) of the grid? A. Quadrant AB. Quadrant BC. Quadrant CD. Quadrant DE. Quadrants C and D 217. Aggregating prospective buyers into groups or segments that 1) have common needs and 2) will respond similarly to a marketing action is referred to as __________. 218. Market segmentation refers to 2-67
Chapter 02 - Developing Successful Marketing and Organizational Strategies 219. What is the marketing term for aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action? 220. To develop a successful marketing plan for soda, __________ would most likely be used to group consumers on the basis of whether they wanted sugar-free and caffeine-free soda, caffeine-free sugared soda, or regular soda with sugar and caffeine. A. aggregation marketingB. market segmentationC. market clusteringD. profilingE. mass marketing 221. Marketing goal setting involves setting measurable __________ to be achieved, possibly for a specific market, a specific product or brand, or an entire marketing program. 222. Those characteristics of a product that make it superior to competitive substitutes are referred to as 2-68
Chapter 02 - Developing Successful Marketing and Organizational Strategies
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