​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:

Us-Them Hostility

Us-Them Hostility refers to the negative attitudes and behaviors directed towards members of an out-group, reinforced by strong in-group loyalties.

Tendency to Conform

reflects the inclination of individuals to adopt the behaviors, attitudes, or values of their peers or society as a whole, often to gain acceptance or avoid social sanctions.

Compliance

The act of conforming to, following, or agreeing to a request, rule, or instruction typically from an authority figure or social norm.

Obedience

The act of following orders or directives from authority figures, often without question or resistance.