Which of the Following Criteria Should a Marketing Manager Use

question 118

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 these criteria would be useful.

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Definitions:

Classical Conditioning

A method of learning through the recurrent association of two stimuli; a reaction that starts with the second stimulus is finally instigated by the first stimulus alone.

Operant Behavior

Behavior that is controlled or influenced by its consequences, including rewards and punishments.

Generalization

The process of applying the response to a specific stimulus to similar stimuli, often used in learning and psychology.

Spontaneous Recovery

A response that had once disappeared reemerges after a time without being exposed to the original conditioned stimulus.