B2B Marketing - Chapter 07

What is meant by "Measurability" in market segmentation?

• The ability to understand the growth rate of a market segment.

• The ability to measure the size and needs of the market segment.

• The ability to access the segment's communication channels.

• The ability to develop a competitive advantage.

Which characteristic of a market segment refers to the ease of communication with the segment?

• Measurability

• Accessibility

• Substantiality

• Actionability

What does "Substantiality" assess in market segmentation?

• Whether the segment is large enough to be profitable.

• If the segment values the benefits of the offering.

• Whether a competitive advantage can be achieved.

• How easily the segment can be accessed.

What does "Actionability" in market segmentation evaluate?

• The likelihood of reaching the segment through communication channels.

• The firm's capability to respond to the segment's needs.

• The segment’s growth rate and potential size.

• The homogeneity of the segment.

Which is NOT a common basis for segmentation?

• By geographic region

• By the industry in which the customer participates

• By the customer's gender

• By technology used by the customer

What is the definition of "Value" in the context of segmentation?

• The benefits provided by the product alone.

• The sum of the benefits minus the sum of the costs.

• The total costs incurred by the customer.

• The benefits minus the segment size.

Which data type is essential for an analytic approach to segmentation?

• Customer’s product preferences

• Buying behavior of competitors

• Segment size and growth information

• Customer’s geographic data only

What does "Segmentation by Discovery" involve?

• Targeting a previously known segment

• Starting with a small number of large customers and attracting similar customers over time

• Identifying a new segment through market surveys

• Following the segmentation practices of competitors

Which factor is NOT typically considered in assessing segment attractiveness?

• Growth rate of the segment

• Likelihood of competitive intensity

• Segment’s potential environmental impact

• Intensity of unmet needs in the segment

What does "Competitive Attractiveness" examine in market segmentation?

• The likelihood of existing competition or emerging competition in a segment

• The segment’s potential growth rate

• The reachability of the segment through communication channels

• The adaptability of the segment to the company's needs