A Marketer Is Interested in Segmenting a Business Market on ________
A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk.
A) situational factors
B) personal characteristics
C) operating variables
D) purchasing approaches
A company can be said to have used ________ if the company distinguished business customers buying on the basis of price, service, and quality.
A) global segmentation
B) strategic segmentation
D) short-term segmentation
Costco Wholesale Corp. has unveiled a store in downtown Vancouver. One of its objectives is to
A) get closer to smaller businesses such as convenience stores.
B) segment by purchase criteria.
C) switch from B2B markets to consumer markets.
D) develop a super-segment.
E) segment based on buyer-seller similarity.
Which of the following major segmentation variables for business markets is considered an operating variable?
A) company size
B) specific application
C) attitudes toward risk
D) customer capabilities
E) power structure