Exam 4: Segmenting the Business Market and Estimating Segment Demand

Sharing of downstream data along with replenishment plans and sales forecasts describe customers who align with____________________-tier services.

The criteria marketers use to evaluate the degree to which the firm can effectively focus its marketing efforts on chosen segments is:

The cost of research is greater at the macrolevel of segmentation than at the microlevel.

Micro bases of organizational market segmentation require a high degree of market knowledge and focus on the characteristics of decision-making units within each of the various macrosegments.

Customers that actively seek business marketing firms that can help them create new value to gain a competitive edge in their markets can be segmented using value-based strategies.

Company sales, reported on a monthly basis for the past four years, is an example of a:

Examples of possible micro bases of business market segmentation include size, geographical location, and usage rate of buying organizations.

Quantitative forecasting includes the primary methodology called:

Which forecasting technique uses historical data ordered in time to project the trend and growth rate of sales?

Advanced Technologies, Inc. faces a forecasting dilemma. They wish to evaluate the level of sales that a new technology might enjoy in 2018. Historical data is limited and of little value since the new product is not well defined and the product concept is unique. Which forecasting approach would appear to be most appropriate?

Bargain hunters are____________________-volume buyers who are very sensitive to any changes in price or service with respect to products that are very important to their operations.

Recent research on forecasting techniques indicates that forecasting accuracy can be improved by combining the results of several forecasting methods, leading many to advocate the use of a composite forecasting model that includes both qualitative and quantitative factors. Using a product example and market setting of your choice, demonstrate how the use of a composite forecasting model can lead to more accurate forecasting.

All of the following are potential micro bases of business market segmentation except:

The fact that sales and some causal variables are correlated implies that the causal variable "caused" sales.

When a business marketer decides to target only those firms with centralized buying centers, what macrolevel segmentation variable is being used?

Qualitative sales forecasting techniques provide a systematic analysis of cause and effect relationships.

Which of the following is NOT a personal characteristic used in microlevel segmentation?

If the requirements of segmentation are met, it should provide the business marketer with valuable guidelines for allocating marketing resources.

Which of the following are means by which a marketer can implement a microsegmentation strategy?

Using a product example and market setting of your choice, describe the underlying logic of forecasting with regression or causal analysis. What are the limitations of the approach?