The city of monroe has a literacy program for the

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19. The city of Monroe has a literacy program for the homeless but has had a difficult time reaching this group with information about the program, even though radio and television stations have provided public service advertisements free of charge. This illustrates a segmentation problem with: a. substantiality b. identifiability and measurability c. responsiveness d. accessibility e. accountability ANS: D Accessibility is the ability to communicate information about the product offering to the segment. PTS: 1 REF: 119 OBJ: 08-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 20. The requirement for a market segment to be responsive means:
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21. Altria Group Inc.’s Phillip Morris failed at another attempt to target Americans looking for a poten- tially safer cigarette. This market exhibits a lack of _____. PTS: 1 REF: 119 OBJ: 08-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 22. A research firm has conducted marketing research on the market for metal roofing for homes. The re- search firm has determined there are thousands of homeowners who want the durability provided by metal roofs. These homeowners are generally married and between 25 and 54 years of age. They tend to live in suburban neighborhoods and most subscribe to lifestyle magazines. If you were interpreting these results, you might suggest that the research firm:
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