What are the primary requirements for effective market segmentation?
What will be an ideal response?
To be useful, market segments must be:
1. Measurable: The size, purchasing power, and profiles of the segments can be measured.
2. Accessible: The market segments can be effectively reached and served.
3. Substantial: The market segments are large or profitable enough to serve. A segment should be the largest possible homogeneous group worth pursuing with a tailored marketing program.
4. Differentiable: The segments are conceptually distinguishable and respond differently to different marketing mix elements and programs. If men and women respond similarly to marketing efforts for soft drinks, they do not constitute separate segments.
5. Actionable: Effective programs can be designed for attracting and serving the segments.
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A ban on billboards in Brazil meant they had to come down, including transit ads. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers
These ways included all of the following except: A) Citibank used the color blue in much of its advertising. B) ads were placed indoors in elevators. C) ads were placed in rest rooms and other indoor traffic areas. D) ads were placed on buses. E) ads were placed using social media or online channels.
Red Hot Mexican Grill, a chain of Mexican-style casual dining restaurants in America, has traditional Mexican décor throughout the restaurant and the waiters are dressed in Mexican hats. This is best an example of ________
A) service reliability B) service assurance C) performance D) appearance E) responsiveness
Which of the following is NOT one of the three critical change initiatives identified by Larry Hirschhorn (2002)?
a. There will be a political campaign to gain strong and lasting support for the change b. There will be a communication campaign so all stakeholders understand the change c. There will be a cultural campaign so all people are committed to the new norms and values of the change d. There will be a military campaign to ensure the human and material resources are available
What is a bona fide occupational qualification? Are they a good idea? Do we need more?
What will be an ideal response?