Exam 4: Segmenting the Business Market and Estimating Segment Demand

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

Buying organizations can be segmented based on the stages of the procurement process,such as new-task or straight rebuy.

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

The Delphi technique is particularly well suited to:

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:

The North American Industrial Classification System (NAICS)is an especially valuable source when segmenting the market on the basis of end use.

The personal characteristics of decision-makers in buying centers,such as their decision style and confidence,are examples of macrolevel bases of segmentation.

Value-in-use constitutes a microlevel base of segmentation.

Recent research on forecasting techniques indicates that improvements in forecasting accuracy can be achieved by combining the results of several forecasting methods.

Large buying organizations may possess unique requirements and respond to different marketing stimuli than small firms. Research suggests that the degree of influence of presidents,vice presidents,and owners _____ with an increase in corporate size.

When a business marketer determines whether a buyer is employing a new task,modified rebuy or straight rebuy decision-making process,what macrolevel segmentation variable is being used?

By directing its resources to all of its customers evenly,the business marketer is less vulnerable to focused competitors that may seek to "cherry pick" the firm's most valuable customers.

A _____ is a group of present or potential customers with some common characteristic which is relevant in explaining and predicting their response to a supplier's marketing stimuli.

Industrial firms lack the flexibility of their consumer-goods counterparts in moving into and out of market segments.

The concept of market segmentation is more applicable to consumer-goods marketers than to business marketers.

_____ techniques have as their objective the determination of a relationship between sales and one or more variables presumed to be related to sales.

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?

Market segmentation is:

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

Lansing Motor Works produces a line of precision motors. Based on feedback from the sales force,management has learned that one of their new motors is especially well-suited to high-speed packaging systems. The new motor requires less maintenance and has a longer useful life than competing offerings. Lansing Motor Works is now concentrating on this segment. This provides an illustration of segmentation on the basis of: