Chapter 9 Questions

Cardthartic, a small Chicago based greeting card firm, is targeting its greeting cards to a gay clientele. Which segmentation strategy has it adopted?

multi-segment
undifferentiated
selected
concentrated
alternative

All the following are advantages of a multi-segmented strategy except:

Reduces the overall costs of marketing products
Can shift excess production capacity
Reduces the risk of relying on one market segment
Can achieve wide market coverage
Can maintain price differentials across segments

The following elements were changed to segment the target markets of contact lense users except:

Packaging
Labelling
Brand Name
Core Product
Price

All the following are criteria needed for market segmentation except:

Segments must have enough profit potential to justify the creation of a seperate marketing mix
Segmented consumer needs must be similar
Marketer must be able to reach the segmented markets (communication and distribution)
The market segment must have more than one customer
Must be able to measure the characteristics of the consumers

Return to Syllabus
Return to Homepage