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For a segmentation strategy to be successful, the customers in the segment must react simi

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. In other words. the market segment must be 
 
 

A.substantial.

B.perceptive.

C.identifiable.

D.reachable.

E.responsive.

80.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.responsive

B.perceptive

C.identifiable

D.reachable

E.quantifiable

81.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 
 
 

A.substantial.

B.responsive.

C.identifiable.

D.reachable.

E.quantifiable.

82.Caroline is assessing market growth, market competitiveness, and market access for each segment she has identified. Caroline is assessing the __________ of each potential market segment. 
 
 

A.substance

B.responsiveness

C.identification

D.reach

E.profitability

83.After assessing the market growth potential for his company's baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider 
 
 

A.mass marketing distribution potential and logistical support.

B.the current size of the market and the expected growth rate.

C.ease of pricing control and number of promotional outlets.

D.the number of competitors, entry barriers, and product substitutes.

E.profitability and customer buying behavior.

84.After assessing the market growth potential and market competitiveness for his company's baby products in Mexico, Harmon wanted to evaluate market access. To do this, Harmon would consider 
 
 

A.ease of accessing or developing distribution channels and brand familiarity.

B.the current size of the market and the expected growth rate.

C.ease of pricing control and number of promotional outlets.

D.the number of competitors, entry barriers, and product substitutes.

E.profitability and customer buying behavior.

85.Which of the following would NOT be used in calculating the profitability of a segment? 
 
 

A.segment perceptions

B.segment size

C.segment adoption percentage

D.profit margin percentage

E.fixed costs

86.Fiona wants to sell a local advertising calendar. There are 1,000 households in her community, and she estimates that 30 percent will buy a calendar. The printing company will charge a $100 setup fee, and calendars will cost $4.00 each to print. What price will she need to charge to cover all costs and make a $500 profit? 
 
 

A.$6.00

B.$7.00

C.$8.00

D.$9.00

E.$10.00

87.Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will NOT specifically help her in this analysis? 
 
 

A.The number of children needing day care in the immediate area.

B.The fixed costs of operating the center.

C.The percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so.

D.The average number of school-age children in families sending a child to the day care center.

E.The price she would charge minus the variable cost of providing service to each child.

88.Ronaldo wants to develop an Internet auction-based business and is working through the STP process. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Ronaldo now has to 
 
 

A.differentiate his product line.

B.consider future customer loyalty.

C.create a perceptual map.

D.select a target market.

E.divide geographic segments into lifestyle groups.

Dec 14 2019 View more View Less

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