​You've Started a Business on Your College Campus to Sell

question 146

Multiple Choice

​You've started a business on your college campus to sell luxurious blue dorm room rugs with the college logo. You plan to target male freshmen who come from local towns, like the color blue, can afford luxury products, want rugs for their rooms, and are enthusiastic about boosting the school. You can easily and efficiently promote to all freshmen, including this segment, with Facebook and other social media tools. But your marketing professor cautions that you may be unable to meet certain criteria for effective segmentation. Which criteria does she cite?

• A) ​The segment must present measurable purchasing power and size.
• B) ​The marketer must be able to promote effectively to the segment.
• C) ​The segment must be large enough to offer significant profit potential.
• D) ​The segment must be certified.
• E) ​Your plan is unlikely to meet any of the criteria for effective segmentation.

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Definitions:

Canadian Workplaces

Working environments and conditions specific to Canada, governed by Canadian laws and cultural norms.

Predictive Validity

Involves the extent to which a test or measure accurately predicts future performance or outcomes.

Construct Validity

The extent to which a selection tool measures a theoretical construct or trait

Concurrent Validity

The extent to which the results of a particular test or measurement correspond to those of a previously established test or measurement conducted at the same time.