The Marketing Researcher for a Manufacturer of Designer Clothing for Infants

question 12

Multiple Choice

The marketing researcher for a manufacturer of designer clothing for infants and toddlers has submitted a report on potential segments for expansion of its marketing efforts. She noted an increase of professional women over the age of 35 who are leaving their jobs to have their first babies. She described this segment as having substantiality. What does this mean?

• A)The segment has enough special stores, magazines, and other outlets that it will be possible to direct advertisements at this group.
• B)The segment is large enough to permit a profitable market effort toward its members.
• C)The segment exhibits a response rate to marketing variables different from the rates of other segments.
• D)The segment is too large and needs to be reduced to a more easily identifiable and measurable size.

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Definitions:

Competency-Based Rewards

Incentives and recognition given to employees based on their demonstrated skills, abilities, and achievements, rather than job titles or seniority.

Employability

Refers to the skills, knowledge, and abilities that make a person suitable for a particular job or career.

Job Evaluations

The systematic process of determining the relative worth of jobs within an organization to establish a fair and equitable pay structure.

Working Conditions

The environment, terms, and circumstances under which an individual is employed, including hours, physical aspects, and legal rights.