​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:

Evolutionary Perspective

A theoretical approach in psychology and other disciplines that seeks to explain behavior, traits, and patterns by considering their adaptive values and origins through natural selection.

Reproductive Advantages

Genetic or behavioral traits that increase an organism's likelihood of reproducing and passing its genes to the next generation.

Survival

Pertains to the ability to continue living or existing, often despite facing difficult or life-threatening circumstances.

Ancestors' Genes

Genetic information passed down from forebears, influencing the traits and characteristics of descendants.