Which of the following best describes a multisegment targeting strategy?
a. It is the effort to ensure that sales of a new product do not cut into sales of an existing product.
b. It refers to choosing to serve two or more well-defined market segments and developing a distinct marketing mix for each.
c. It refers to selecting one segment of a market for targeting marketing efforts and understanding the needs of the members in that segment.
d. It is the division of a market by the amount of product bought or consumed.
ANSWER: b
Multisegment targeting strategy refers to choosing to serve two or more well-defined market segments and developing a distinct marketing mix for each. Multisegment targeting offers many potential benefits to firms, including greater sales volume, higher profits, and larger market share.
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Which of the following reminds us that the word is not the thing, and that there is no direct connection between these two points on the model?
A. euphemisms B. triangle of meaning C. communication accommodation D. communication convergence
Why might the demand for business products be inelastic, while the demand facing individual sellers of those products is extremely elastic?
A. because total demand for business products often exceeds supply B. because the industry demand is rising C. because the demand for business products is derived, and some industries have many sellers of essentially homogeneous products D. because most business producers use haggling in their buying E. None of these answers is correct.
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A) $2,100 B) $2,650 C) $3,200 D) $3,150
An indirect channel appears to be better than a direct channel when product customization is important
Indicate whether the statement is true or false