PPT Slide
Page 150. Marketing managers often use in-store promotions to stimulate sales of:
b. high-involvement products
e. low-involvement products
Page 200. The set of all persons in an organization who become involved in the purchasing process is called the:
Page 215. To be useful, a segmentation scheme must produce segments that meet four basic criteria:
a. Segmentable, targetable, noncannibalistic, and ballistic
b. Materiality, ethical responsibility, causality, and accessibility
c. Substantiality, identifiability and measurability, accessibility, and responsiveness
d. Undifferentiated, unpositioned, unpopulated, and underutilized
e. Largest in size, profit potential, growth potential, and few competitors
Page 222. Kraft Foods plans to tailor different ads for different neighborhoods in the same region. For example, viewers watching a cable show in a Hispanic neighborhood in Chicago would see different ads during the same commercial breaks as young, affluent professionals living in a different neighborhood. This represents which of the following type of segmentation?