MKTG 201 MIDTERM 2 BYU (100%
VERIFIED ANSWERS)
Question : Marketing Segmentation
Correct answer: Process of grouping customers into relatively
homogeneous segments
Customers within a segment respond similarly to the marketing effort directed at them
Question : Criteria for Effective Segmentation
Correct answer: Measurable
Accessible Durable Substantial Unique Needs
Question : Effective Segmentation--Measurable
Correct answer: Individuals can be assigned to a segment and
counted
Question : Effective Segmentation--Accessible
Correct answer: Individuals in the segment can be reached
through the company's promotion/distribution channels
Question : Effective Segmentation--Durable
Correct answer: Segment membership is relatively constant
Question : Effective Segmentation--Substantial
Correct answer: Segment is large enough to make products
profitable
Question : Effective Segmentation--Unique Needs
Correct answer: Needs are homogeneous within segments and
heterogeneous across segments
Question : Ways to segment the market (from most useful to
least)
Correct answer: geographic, demographic, psychographic,
behavioral
Question : Geographical Segmentation
Correct answer: dividing a market into different geographical
units, such as nations, states, regions, counties, cities, densities, climate, or even neighborhoods
Question : Demographic Segmentation
Correct answer: segmenting markets by age, gender, income,
ethnic background, occupation
Question : Psycho-graphic Segmentation
Correct answer: Personality traits, values, attitudes, interests,
and lifestyles. A profile about how people view the world, the things that interest them, and what causes them to take action.
Question : Behavioral Segmentation
Correct answer: Usage situations, benefits
Question : The Diffusion Process
Correct answer: Describes how potential customers learn
about new products, try them, and adopt or reject them.
Bell Curve:
Early Innovators Early Adopters Early Majority Late Majority Laggards
Question : Early Market in the diffusion process
Correct answer: innovators & early adopters (2.5% and 13.5%
for 16% total)
Question : The Mainstream Market in the diffusion process
Correct answer: Early and Late Majority (34% each for 68%
total)