Segment must be a substa ntial b perceptive c

Info icon This preview shows pages 70–73. Sign up to view the full content.

View Full Document Right Arrow Icon
segment must be: A. substa ntial.
Image of page 70

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
B. perceptive. C. identifiable. D. reachable. E. responsive. A segment is responsive if its members react similarly and positively to the marketing mix. AACSB: Analytic Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-03 Describe how firms determine whether a segment is attractive and therefore worth pursuing. Topic: Evaluate Segment Attractiveness 80. (p. 169) When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings. A. respon sive B. perceptive C. identifiable D. reachable E. quantifiable A segment is responsive if its members react similarly and positively to the marketing mix. Early critics did not believe that consumers would respond positively to the offer of a $4 cup of coffee. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-03 Describe how firms determine whether a segment is attractive and therefore worth pursuing. Topic: Evaluate Segment Attractiveness 81. (p. 169) The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one "happy hour" special but few members showed up. The manager did not have a grasp of what would make his target market:
Image of page 71
A segment is responsive if its members react similarly and positively to the marketing mix. The country club members did not respond positively to the happy hour special. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 08-03 Describe how firms determine whether a segment is attractive and therefore worth pursuing. Topic: Evaluate Segment Attractiveness 82. (p. 169) Caroline is assessing market growth, market competitiveness, and market access for each segment she has identified. Caroline is assessing __________ of each potential market segment. A. subst ance B. responsiveness C. identification D. reach E. profitability Evaluation of profitability considers market growth, market competitiveness, and market access, along with ensuring that the profit margin will be sufficient to cover costs. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 08-03 Describe how firms determine whether a segment is attractive and therefore worth pursuing. Topic: Evaluate Segment Attractiveness 83. (p. 169) After assessing the market growth potential for his company's baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do
Image of page 72

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 73
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern