Select a market of interest and list different ways of segmenting demand in that market. Which of them can be considered objective, enabling them to be researched and quantified? Is subjective segmentation of no strategic worth?
What will be an ideal response?
There is nothing wrong in principle with subjective segmentation, indeed it can result from highly
creative insights. Unfortunately, such segments may be impossible to identify or quantify practically.
For example, so-called ‘pippies’, meaning people inheriting parents’ property, could be an attractive
concept for marketers, implying newly acquired wealth and spending power. But who are they? How
old? What purchase behaviours characterise them? A moment’s thought suggests people in this
category may have relatively little in common and are impossible to communicate with as a defined
segment. Subjectivity can work when proposed segments draw on imaginative categorization that
turns out to be grounded in observable behaviours. Thus, ‘Blackberry’ smartphones were initially
marketed as a functional tool for business people because of its keyboard and real-time email
facility. This market appears to have been overtaken by teenage former ‘texters’ with sore thumbs
and plenty to say!
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List two reasons why customers appreciate SSTs
What will be an ideal response?
An organization that imposes too many constraints or controls over their employees, and that do not provide feedback, resources, or sufficient rewards, tend to create an environment that fails to encourage teamwork and collaboration and has failed to provide
a. Supervisory support b. Workgroup support c. Organizational support d. Coordinated support
A life insurance policy that provides protection for a specific amount of time is known as a(n)
a. endowment policy or annuity. b. paid-up policy. c. term policy. d. universal policy.
Atteberry Corporation has two manufacturing departments--Machining and Finishing. The company used the following data at the beginning of the year to calculate predetermined overhead rates: Machining Finishing TotalEstimated total machine-hours (MHs) 6,000 4,000 10,000Estimated total fixed manufacturing overhead cost$30,000$11,200$41,200Estimated variable manufacturing overhead cost per MH$2.00$2.40 During the most recent month, the company started and completed two jobs--Job E and Job L. There were no beginning inventories. Data concerning those two jobs follow: Job EJob LDirect materials$13,400$9,100Direct labor cost$24,500$7,000Machining machine-hours 4,100 1,900Finishing machine-hours 1,600 2,400 Assume that the company uses a plantwide predetermined
manufacturing overhead rate based on machine-hours. The total manufacturing cost assigned to Job E is closest to: A. $73,696 B. $13,400 C. $35,796 D. $24,500