Exam 4: Segmenting the Business Market and Estimating Segment Demand

Estimating demand within market segments is of no value to marketing management.​

For the medical x-ray market, Du Pont initiated a formal positioning study among hospital administrators, radiology department administrators, and technical managers in order to identify the firm's relative standing and the specific needs (criteria) for each level of buying influence within each potential segment. This provides an illustration of segmentation on the basis of:

____________________-focused customers are committed to being first to market with new technologies and seek new-product-development expertise that will attract new customers.

Concerning segmentation criteria, _____ refers to the degree to which the segments are large or profitable enough to be worth considering for separate marketing cultivation.

The business market can be segmented on several bases. Macro bases of segmentation center on:

The _____ component of a time series reflects short-term, random movements in the data that do not conform to a pattern which is regularly related to the calendar.

Typically, causal models are more reliable for:

Once demand is estimated for each segment, the manager can allocate expenditures on the basis of ____________________ volume.

Park Rapids Electronics divides their market on the basis of NAICS category, end market served, and type of buying situation. They have also developed a special strategy for large centralized buyers. They are emphasizing:

In time series analysis, the _____ component represents regular, recurring movements within the year.

An emerging high-technology firm develops and sells a line of electronic software products and services that enable businesses to engage in business-to-business communications and transactions with suppliers and customers. The firm's products and services are used by retailers such as Wal-Mart, manufacturers like Pillsbury, apparel firms like New Balance Athletic Shoes, and insurance firms and others. The firm needs your assistance in segmenting this vast potential market that includes most types of businesses. ​ First, suggest possible bases of segmentation that the high-tech firm might use in isolating potential clusters or segments of customers. Next, provide a set of guidelines that the firm might follow in evaluating whether or not a particular base of segmentation provides an appropriate market and strategic fit for the firm.

Time series methods are well suited to short-range forecasting because the assumption that the future will be like the past is more reasonable over the short run than over the long run.

The industrial chemical industry in England shows a fairly regular rise and fall in demand over four- or five-year periods. This provides an illustration of the _____ component of a time series.

Which of the following is not one of the criteria for assessing the desirability of a potential market segment?

The primary advantage of the Executive Judgement method is that systematically analyzes cause-and-effect relationships.

The ideal approach to sales forecasting for the business marketer relies on:

Qualitative techniques that can be used for forecasting sales include:

Provide an illustration of a situation where value-in-use segmentation would seem to be especially appropriate.

Which of the following statements concerning business market segmentation is(are) false?

A segmentation study found that purchasers of IBM equipment are more concerned about software support and breadth of product line and they are less concerned about absolute price and price flexibility (i.e., willingness of suppliers to negotiate price). This provides an illustration of segmentation on the basis of: