Which basic requirement must be met for market segmentation to be effective?

Which basic requirement must be met for market segmentation to be effective?
 a. The firm must avoid focusing on non-variables, such as profitability and volume.
 b. The market segment must have measurable purchasing power and size.
 c. The company must expand beyond its marketing capabilities to capture growing markets.
 d. The market segment must reflect the population's changing attitudes and lifestyles.

Question 2

John was participating in a study, but he did not receive an actual experimental treatment. He was given a product that did not include the ingredient being tested in the experiment. To which experimental group does John belong?
 a. uninformed group
 b. experimental group
 c. support group
 d. control group

Question 3

A possible definition of list enhancement, based upon the chapter, is:
 a. Adding or appending more names and addresses to an internal list.
 b. Manipulating a list by making the font-size bigger.
 c. Mixing an internal list with other externally supplied lists or databases.
 d. Incorporating information from external databases into a house list.

Question 4

Which of the following is not true concerning market segmentation?
 a. Only for-profit organizations practice market segmentation.
 b. Firms that practice market segmentation don't necessarily change their products to meet the needs of different market segments.
 c. There are too many variables to attract all customers using the same marketing mix.
 d. Market segmentation attempts to divide the total market into smaller groups.

Question 5

Differences in dependent variable means due to a specific combination of independent variables are called a(n):
 a. main effect.
 b. interaction effect.
 c. crossover effect.
 d. combination effect.

Question 6

When a customer purchases the Wii gaming system from Nintendo, the company sends them an email each month that attempts to draw them into their website for various activities and game updates. Which of the following is the most likely purpose of this direct marketing activity?
 a. As a tool to close the sale with a customer.
 b. Identify prospects for future contacts.
 c. Provide in-depth information to selected customers.
 d. Engage customers and foster brand loyalty.

Question 7

Products are considered consumer products or business products based on:
 a. the purpose for which the products are purchased.
 b. the quantity of products purchased.
 c. the point of purchase.
 d. the terms of sale.

Question 8

In which type of research designs are experiments used widely?
 a. exploratory research designs
 b. complete research designs
 c. causal research designs
 d. qualitative research designs

Question 9

Which of the following aspects is NOT a feature of direct marketing?
 a. It was developed to work as a mass effort to connect with a target audience.
 b. Multiple media are often employed in the process.
 c. It is characterized by an immediately available and measurable response.
 d. The intent is to interact or create dialogue with a customer.

Question 10

Test markets as a quantitative forecasting method benefit marketers as:
 a. they provide realistic information on actual purchases rather than intent to buy.
 b. they are quick and provide salespeople with an opportunity to explain their markets.
 c. they are effective with stable customer demand and environmental conditions.
 d. they are useful for predicting for the long term.