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5 Written questions

5 Matching questions

  1. Tailored Segmentation Strategy
  2. Context
  3. Targeting
  4. 2 Approaches to Segment Market
  5. Competitor
  1. a Managerial: top down ideation
    Customer-Based: bottom-up customer needs assessment
  2. b pursuing segment who makes most sense for firm
  3. c different products for different segments
  4. d macro-environmental factors facing firm
  5. e firm works against and how they compare to the firm in terms of resources, capabilities

5 Multiple choice questions

  1. an agent buying something on behalf of an organization
  2. Strengths, Weaknesses, Opportunities, Threats
  3. Segmentation, Targeting, Positioning
  4. Product, Price, Place, Promotion
  5. grouping customers with similar needs

5 True/False questions

  1. Estimate GrowthLow involvement; purchase what was purchased last time with little or no thought


  2. Economists SegmentationAs segment size increases, segments become more heterogeneous
    As segment size decreases, segments become less profitable


  3. ProfitabilityNeed to determine pricing


  4. Marketingan exchange relationship between a firm and its customers


  5. Valspsychographic segmentation tool
    Marketers determine people's attitudes and what they value and use this knowledge to communicate effectively


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