P 190 why would an organization produce multiple

211.
(p. 190)
Why would an organization produce multiple products or services and then attempt to sell
them to two or more market segments?
AACSB: Analytical
Blooms: Comprehension
Difficulty Level: Medium
Kerin - Chapter 09 #211
Learning Objective: 09-01 Explain what market segmentation is and when to use it.
Topic: Multiple Products-Multiple Markets

212.
(p. 190-
191)
Explain the difference between mass customization and build-to-order.
AACSB: Analytical
Blooms: Comprehension
Difficulty Level: Medium
Kerin - Chapter 09 #212
Learning Objective: 09-01 Explain what market segmentation is and when to use it.
Topic: Mass Customization
FIGURE 9-7
Kerin - Chapter 09
213.
(p. 191-
192)
There are five key steps in segmenting and targeting markets, which link market needs of
customers to the organization's marketing program. Using Figure 9-7, identify the five-step
process in the proper order starting with step 1.
AACSB: Analytical
Blooms: Comprehension
Difficulty Level: Medium
Kerin - Chapter 09 #213
Learning Objective: 09-02 Identify the five steps involved in segmenting and targeting markets.

Topic: Steps in Segmenting and Targeting Markets
214.
(p. 192)
What are the five essential criteria that segments should have to ensure the success of
segmentation?
AACSB: Analytical
Blooms: Comprehension
Difficulty Level: Medium
Kerin - Chapter 09 #214
Learning Objective: 09-02 Identify the five steps involved in segmenting and targeting markets.
Topic: Criteria to form Segments