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Exam 4: Targeting

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Question 1

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The idea of targeting is merely one of .

A) surveying
B) assessing
C) analysis
D) selection

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Question 2

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Potential profitability is a function of all of the following EXCEPT:

A) current market price
B) anticipated growth
C) current market size
D) current and anticipated levels of competition

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Question 3

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Strengths are .

Strengths & weaknesses are considerations that are external to the organization.

Marketers try to serve the segments whose needs match their , and in doing so hope to make very happy and loyal customers who will be very profitable.

Targeting has to do with choosing which market segment we want to be our customers.

Bob is considering starting an RV business and wants to consider the difference between selling and renting RVs. What does he need to know?

Determining which segments to target depends on an interplay between issues.

A major concern of marketers is how profitable a specific segment will be.

Explain what targeting is and why is has to be done.

Poor demographic data exists for consumers and businesses in the U.S. and international markets.

The more precisely defined the target market is, the easier the numbers are to estimate.

When customers are assessing an attribute about a firm, such as , an important thing to remember is that the defining dimensions vary among industries.

Company ABC is attempting to project the growth rate for a new product market. In order to project the growth rate, the firm will first need to .

Which of the following questions characterizes targeting?

Regardless of whether a marketer is working B2B or B2C, the logic in market sizing estimation is always the same - start with the price of the product and multiply it by the size of the target market.

Companies typically assess their corporate strengths relative to their competitors.

Explain what a perceptual map is and what it is used for.

Opportunities and threats are usually driven by changes in one of the 5Cs.

E-books are taking off, but with varied platforms. Your company makes PCs, so you should probably develop a new e-reader.