1. Segmenting markets based on "usage rate--that is, whether consumers are heavy users, light users, nonusers, and so on-most accurately describes which of the following segmentation approaches?

Demographic Psychographic Micromarketing Geotargeting Behavioral

2. "Do what you do best" is most consistent with which target marketing strategy?

Concentrated Differentiated Undifferentiated Aggregated Sales-oriented

3. According to your textbook, although the "undifferentiated" targeting strategy has its limitations, when might it be considered a viable option for some firms to pursue?

The firm is a monopoly (that is thas no direct compentors)

Consumers in the marketplace have quite varied needs

The firm can take advantage of econornies of scale

The firm is primarily selling services, not product

When the firm does not have the resources or the desire to be all things to all people

4 In a business-to-consumer (B2C) market, when can "groups" of consumers be considered "market segments"?

When the groups are large enough to be potentially profitable, if targeted

When there are meaningful differences in characteristics and behaviors between one group and another

When marketing communications (for example, advertising) can effectively reach them

When the marketer can adequately serve the group's needs

All of the statements are true