Exam 4: Segmenting the Business Market and Estimating Segment Demand

Concerning segmentation criteria,_____ refers to the degree to which information on the particular buyer characteristic exists or can be obtained.

A well-defined segmentation plan will fail without careful attention to implementing the plan.

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.

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

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.

Johnson Technology,a highly successful producer of specialized equipment for the paper industry is contemplating entry into a new industry segment. Beth Walker,the firm's marketing vice-president,has always felt that Johnson Technology could serve the equipment needs of food processors like General Foods. The same basic technology underlies the equipment in both sectors and Beth feels that Johnson Technology has a meaningful edge over all competitors.Describe the company,competitive,and market factors that the firm should consider before committing resources to this new industry segment.

Business market segmentation at the _____ level requires a higher level of market knowledge and,therefore,a greater investment in research.

Compare and contrast the different qualitative sales forecasting techniques that are used by business marketing managers. Be sure to note the strengths and limitations of each technique.

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

Effective segmentation often begins with the analysis of macrolevel bases of segmentation,and then continues with the identification of microsegments within each potential macrosegment using microlevel bases of segmentation. However,segmentation can effectively end after considering only macrolevel variables. Please provide an illustration of a situation where only macrolevel bases are used to identify market segments and what variables or issues business marketers should use to determine whether macrosegmentation alone is enough for effective organizational market segmentation.

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

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

Because a specific industrial good is often used in different ways,the marketer can divide the market using the NAICS.

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.

Concerning segmentation criteria,_____ concerns the degree to which segments respond differently to different marketing mix elements,such as pricing or product features.

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.

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

Quantitative forecasting includes the primary methodology called:

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

Regression models are useful to industrial firms projecting final consumer demand for items of which their products become a part.