Regarding market segmentation

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Reference no: EM132239115

1. Regarding market segmentation:

a firm with multiple market segmentation is going to experience some degree of cannibalism, i.e., one of its products will take sales from another of its products.

a single market segment approach is generally focused on a small market away from the so-called “center” of the total market.

the idea of multiple market segmentation is to give each market segment the choice from among several brands from the same seller.

the single market segment approach is usually some form of the “me too” strategy.

2. Which is an example of a product that is being sold in the business market?

a mailbox to go in front of Pete’s new house.

a thermometer to hang on the front porch of a school bus driver’s home.

a truckload of sand to use on the beach being built for a lakefront resort.

registration fee paid for a membership in a private health club.

3. Which of these products characteristics would lengthen (increase the number of intermediaries between manufacturer and consumer) a distribution channel (supply chain):

product exists in many inexpensive sizes (e.g., nails).

product is complex (e.g., computers).

product is perishable (e.g., fresh fruit).

product requires special handling equipment (e.g., blocks of ice).

4. Which of these is a disadvantage of an exclusive distribution system:

Dealers are less likely to provide post-sale service.

Dealers are unable to carry a complete line of stock.

Manufacturers are less able to reduce credit losses.

Sales may be lost because of inconvenient retail locations.

Reference no: EM132239115

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