Which of the Following Criteria Should a Marketing Manager Use

question 122

Multiple Choice

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

• A) The segments should be substantial--big enough to be profitable--and operational--useful for identifying customers and deciding on marketing mix variables.
• B) The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
• C) The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
• D) All of the above.
• E) Only A and B above.

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Definitions:

Routine Message

A standard or typical message that is sent on a regular basis.

Main Idea

The central or most important concept, topic, or point that a piece of writing or communication is trying to convey.

Audience Confusion

A state of misunderstanding or lack of clarity experienced by listeners or viewers in response to a message or presentation.

Job Reference

A recommendation provided by a previous employer or professional contact vouching for an individual's skills and qualifications.