While developing segmentation approach

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Reference no: EM133975365

Questions

1. In marketing, differentiation is a concept that means ________.

A. consumer choices remain similar around the globe

B. each age segment views products exactly the same

C. products need to appear to be different from one another to be successful in the marketplace

D. communicating and delivering value in different ways to different customer groups

E. evaluating different market segments and deciding which shows the most promise for development

2. While developing a segmentation approach, Walter, the brand manager of a soft drinks manufacturing company says that a segment has sufficient size. He means that the market ________.

A. has a large enough television audience to be worth considering

B. is reachable

C. can provide a positive return on investment

D. has many customers in it

E. is homogeneous

3. Which of the following criteria for market segmentation is least likely to enable successful segmentation?

A. It should be measurable.

B. It should be of sufficient size.

C. It should be readily identifiable.

D. It should be undifferentiated.

E. It should be reachable in terms of communication.

4. Which of the following questions about market segmentation relates to creation and execution of different marketing strategies to the different submarkets identified?

A. Can the segment be reached in terms of physical product?

B. Is the segment of sufficient size to warrant investing in a unique value-creating strategy for that segment as a target market?

C. Is the segment readily identifiable and can it be measured?

D. Can the segment be reached in order to deliver the value of the product, and subsequently can it be effectively and efficiently managed?

E. Is the segment clearly differentiated on one or more important dimensions when communicating the value of the product?

5. American credit card companies would like to offer their services to people in a country in East Africa. However, they are finding it difficult because of language barriers and infrastructure challenges. These issues are related to which of the following questions about market segmentation?

A. Do the people in this market segment have access to sufficient financial resources?

B. Is the segment of sufficient size to warrant investing in a unique value-creating strategy for that segment as a target market?

C. Is the segment readily identifiable and can it be measured?

D. Can the segment be reached in order to deliver the value of the product, and subsequently can it be effectively and efficiently managed?

E. Is the segment clearly differentiated on one or more important dimensions when communicating the value of the product?

Reference no: EM133975365

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