Ch 5

Market segmentation is:

• more useful to consumer goods marketers than to business marketers

• difficult to apply in the business market because groups, not individuals, make many purchasing decisions

• a useful tool for both business and consumer goods marketers

• inappropriate for low market share firms

Concerning segmentation criteria, _____ concerns the degree to which segments respond differently to different marketing mix elements, such as pricing or product features

• accessibility

• substantiality

• compatibility

• responsiveness

The business market can be segmented on several basis, broadly classified into two major categories:

• economic and demographic

• macro and micro

• concentration and coverage

• organizational and end-use application

The classification of customers on a continuum range from nonuser to heavy user is an example of:

• macro-level segmentation

• micro-level segmentation

• product application segmentation

• value in use" segmentation”

Concerning segmentation criteria, _____ refers to the degree to which information on the particular buyer characteristic exists or can be obtained.

• measurability

• accessibility

• substantiality

• responsiveness

When a business marketer decides to target only those firms with centralized buying centers, what macro-level segmentation variable is being used?

• Geographical location

• Usage rate

• Structure of procurement

• End market served

Which of the following is NOT a personal characteristic used in micro-level segmentation?

• Demographics

• Risk

• Confidence

• Importance of purchase

A _____ is a group of present or potential customers with some common characteristic that is relevant in explaining and predicting their response to a supplier's marketing stimuli

• market segment

• prospect group

• business population

• market opportunity

When a business marketer determines whether a buyer is employing a new task, modified rebuy or straight rebuy decision-making process, what macro-level segmentation variable is being used?

• Type of buying situation

• Structure of procurement

• Geographical location.

• End market being served

Concerning segmentation criteria, _____ refers to the degree to which the segments are large or profitable enough to be worth considering for separate marketing cultivation

• measurability

• accessibility

• substantiality

• responsiveness