p 230 As an owner of a Wendys fast food restaurant the information in Figure 9

P 230 as an owner of a wendys fast food restaurant

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130.(p. 230)As an owner of a Wendy's fast food restaurant, the information in Figure 9-4 suggests A.new menu items or promotional strategies may succeed in converting the prospects into users.B. most of the respondents think of Wendy's as their primary fast food restaurant.C. McDonald's has fewer "exclusively loyal" customers than Wendy's does.D. Burger King is closing in on your market share.E. a need to devise a marketing program to win customers from McDonald's instead of Burger King.The nonusers part of the Wendy's bar in Figure 9-4 also provides ideas. It shows that 13.8 percent of adult Americans don't go to fast-food restaurants in a typical month and are really nonprospects—unlikely to ever patronize your restaurant. But the 56.6 percent of the Wendy's bar shown as prospects may be worth detailed thought. These adults use the product category (fast food) but do not go to Wendy's. New menu items or promotional strategies may succeed in converting these prospects into users that patronize Wendy's.AACSB: 3LL: 2Learning Objective: 09-03 Recognize the bases used to segment consumer and organizational markets131.(p. 230)Variables such as location, the North American Industry Classification System (NAICS) code, and number of employees are all examples of ways to Variables for segmenting organizational markets are shown in Figure 9-6 and include geographic, demographic, and behavioral bases.AACSB: 3LL: 2Learning Objective: 09-03 Recognize the bases used to segment consumer and organizational markets9-137
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Chapter 09 - Market Segmentation, Targeting, and Positioning132.(p. 230)Which of the following statements about market segmentation is most accurate? Variables for segmenting organizational markets are shown in Figure 9-6 and include geographic, demographic, and behavioral bases.AACSB: 3LL: 2Learning Objective: 09-03 Recognize the bases used to segment consumer and organizational markets
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