True or False

A. It is important to identify which consumers are NOT interested in your product when segmenting a market.

B. Once the segments have been identified using all of the selected variables, it is important to describe each one in detail to understand the market.

C. Despite the obvious difference in purchasing behaviors uses, and sizes of transactions in marketing to businesses and marketing to consumers, segmentation can be used for B2B and B2C.

D. Determining accurate and meaningful categories requires using a large number of segmentation variables.

E. Marketers have a number of segmentation approaches they can use with customers that rely on where they live, what they have accomplished, what they want to do, and what they actually do. As businesses are not people, it is virtually impossible to segment businesses and they dont behave as people do.

F. Demographic information can be used in many ways. Marketers can even select music to accompany ads or play in stores based on demographics.

G. The segments a firm develops will be the same as other competitors as the firms are operating in the same market with the same customers.

H. Both segmentation and mass marketing are essential if a company is to succeed in its marketing efforts.

I. A firm creates a number of segments based on research and applies the five criteria to determine the segments are viable. Then, it will not use some of them.

J. Positioning statements are essential for communications plans but operate independently of the other elements of the marketing mix.

K. Demographics is an important part of looking at the environment. That same kind of information can be used to segment markets.