CH 6.J.pptx | bartleby

> File Edit Tools Help CgNew [@Mode v RDeey v (5 o ~| / v o | 9 Question 1 of 20 > 0/1 = : View Policies Show Attempt History Your Answer Correct Answer Roberto has been working on segmenting the market for his firm’s new ergonomic bicycle. He has narrowed the number of segments by eliminating those that failed to satisfy the five segmentation criteria. He has several segments left, and to get to the target market segments, he needs to identify the attractiveness of the segment and the potential competitors in the market. the strength of the marketing mix. the firm’s goals and resources. the profitability of the segmentation efforts.

< File Edit Tools Help k/_g uew m Mode v V gelay - I; L:J & - K - . / B ’ Question 2 of 20 < > 0/1 = View Policies Show Attempt History Your Answer Correct Answer Mario had two kitchen appliance stores in a mid-sized town, and he used geographic segmentation, particularly focusing on the location of the stores. The results were disappointing. Why do you think this geographic segmentation didn’t work? Geographic segmentation does not account for the key variables in decision making. The stores were likely too close to each other to enable geographic segmentation. There are so many factors such as competition and weather that it would be impossible to analyze the failure definitively. The business was too small to be able to use segmentation effectively.

R File Edit Tools Help CgNew [ Mode v RDey vl [5 5 7|/ ~ & @ | 9 Question 3 of 20 < > View Policies Show Attempt History Your Answer Correct Answer How many positioning statements does a company typically have? None, since a “positioning statement” isn’t a real thing. Companies usually have a positioning statement for their 3 primary sustainable markets. Companies only have one positioning statement since its essentially a mission statement. Companies typically have a positioning statement for each target market.

R File Edit Tools Help k/_g uew m Mode v ’/ gelay - I; @ & . E - . / > ’ Question 4 of 20 < > 171 = View Policies Show Attempt History Your Answer Correct Answer Emily was beginning her first assignment as an assistant marketer when she examined the segments being used by her new employer. While she had learned the four distinct, broad categories used in segmentation, she found that in practice standard categories are used within industry groups. modern marketers used only three of the four categories. the four categories overlap. these categories are not used in online marketing.

> File Edit Tools Help éguew EMode v */ Delay ~ H L;_‘] 1= < ,,' v / o ’ Question 5 of 20 < > 0/1 = View Policies Show Attempt History Your Answer Correct Answer A manufacturer making high-quality speakers knows some younger consumers buy the speakers for gaming, some older consumers for music reproduction, and some other consumers, both older and younger, for movie viewing. The manufacturer will most likely use what kind of segmentation? Income segmentation Age-based segmentation Behavioural segmentation Psychographic segmentation

. o |[@][=] File Edit Tools Help égﬂew B Mode ~ (~) Delay ~ H L{'j 1S < ,.. v F g v Question 6 of 20 < > 0/1 = : View Policies Show Attempt History Your Answer Correct Answer Sometimes a company will choose a less attractive target market instead of a more attractive one, even if all segmentation criteria are successfully met. Why? The level of competitive pressure is already intense. The company has too many target markets to develop effectively. The company has determined one target market is B2B and the others are B2C. The company has created a reputation for being an underdog.

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