Exam 6: Marketing Segmentation

BMW offers the Mini to young consumers who have just finished college, the 300 series to young professionals, and the 500 series to mid-level professionals. This is an example of

In assessing the effectiveness of a market segmentation approach, _____ is defined as the ability to communicate with and reach the target market.

The process of identifying market segments based on important differences between the benefits sought by the target market from purchasing a particular product is referred to as _________________________.

In terms of business segmentation using a behavioral segmentation approach, the price-sensitive segment consists of

In evaluating a segmentation strategy, ____________________ is the ability to communicate with and reach the target market.

In assessing the effectiveness of a market segmentation approach, accessibility is the

Match characteristics of each group with the VALS category : -Conservative, conventional, and focusing on tradition, family, religion, and community, they prefer established brands, favoring American brands.