Pts 1 ref 117 obj 08 1 type app top aacsb reflective

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PTS: 1 REF: 117 OBJ: 08-1 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 11. Market segmentation can assist marketers to do all of the following EXCEPT: a. develop more precise definitions of customer needs and wants b. identify which variable base should be used for segmenting c. more accurately define marketing objectives d. improve resource allocation e. evaluate performance ANS: B Market segmentation itself does not signal which base should be used, but it will define needs and wants, and help marketers define marketing objectives, improve resource allocation, and evaluate per- formance. PTS: 1 REF: 118 OBJ: 08-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 12. All of the following are criteria for successful market segmentation EXCEPT: PTS: 1 REF: 118-119 OBJ: 08-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 13. To be useful, a segmentation scheme must produce segments that meet four basic criteria. The criteria are: a. segmentable, targetable, reliable and valid, and homogeneous b. tangibility, inseparable, nonperishable, and unique c. substantiality, identifiability and measurability, accessibility, and responsiveness d. reliability, flexibility, tangibility, and unbiased e. complexity, compatability, relative advantage, trialability, and observability ANS: C Useful segments should be substantial, identifiable and measurable, accessible, and responsive to dif- ferent marketing mixes. PTS: 1 REF: 118-119 OBJ: 08-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy
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14. A manufacturer of lenses used in microscopes, binoculars, and telescopes has segmented its market into scientific equipment manufacturers, sporting equipment manufacturers, and retailers who sell re- placement lenses. In order for this segmentation scheme to be successful, all of the following criteria must be met EXCEPT: PTS: 1 REF: 118-119 OBJ: 08-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 15. According to the criterion of _____ a selected segment must be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commer- cially viable, even if the number of potential customers is small. PTS: 1 REF: 118 OBJ: 08-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Customer
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