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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter17Segmentation
1)Aconsumer________studyseekstobreakdownapopulationofindividualsintosmallersubgroupswhereindividualsinaspecificsubgrouparesimilartoeachotherintermsofimportantcharacteristicsandpossesscharacteristicsdifferentfromindividualsinothergroups.
A)response
B)reduction
C)segmentation
D)insights
E)selection
Answer:C
PageRef:469
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
2)Asuccessfulsegmentationstudyresultsingroupswhichareinternally________.
A)homogeneous
B)heterogeneous
C)homological
D)heterological
Answer:A
PageRef:469
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
3)Asuccessfulsegmentationstudyis________acrossgroups.
A)homogeneous
B)heterogeneous
C)homological
D)heterological
Answer:B
PageRef:469
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
4)Becauseeachsegmentishomogeneouswithrespecttothebasisforthesegmentation,advertisersexpectindividualsinasegmenttorespondinasimilarwaytothesamecommunicationplanandmessages.
Answer:TRUE
PageRef:471
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
5)Advertisersconductingsegmentationexpectthesamemessagetoappealtomultiplesegments.
Answer:FALSE
PageRef:471
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
6)Segmentationpermitsadvertiserstoincreasetherelevanceandpotentialimpactoftheirmessages.
Answer:TRUE
PageRef:471
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
7)Theuseofsegmentationtoincreasemessagerelevanceisparticularlytrueofmessagescommunicatedviae-mail.
Answer:TRUE
PageRef:472
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
8)Segmentationcontributestomoreeffectivecommunicationsplanningbecauseitisusuallyeasiertocreateandtakeadvantageofnewversuspre-existingsegments.
Answer:FALSE
PageRef:472
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
9)Asdiscussedinthetext,Jelloisanexampleofanadvertiserusingsegmentationtoidentifyandtakeadvantageofasmall,butuntapped,consumersegment.
Answer:TRUE
PageRef:472
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
10)Considerthecriteriashownbelow.Howmanyofthesecriteriadoesthetextrecommendbeusedtoevaluateasegment'scharacteristicsforcommunicationtargeting?
-size
-useofsocialmedia
-technologicalsophistication
-potentialmessageresponsiveness
A)1
B)2
C)3
D)4
Answer:B
PageRef:473
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
11)Whenconductingsegmentationresearch,________variablesrepresentthebasisforsegmentformation.
A)evaluative
B)separation
C)descriptive
D)classification
E)articulation
Answer:D
PageRef:474
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
12)Whenconductingsegmentationresearch,________variablesareusedtodescribetheinternalcharacteristicsofeachsegmentaftertheyareformed.
A)evaluative
B)explanatory
C)descriptive
D)classification
E)articulation
Answer:D
PageRef:474
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
13)Thefollowingtwostatementsrefertothetypesofvariablesusedinasegmentationstudy.
I. Whenconductingasegmentationstudy,demographicsmustalwaysbeused
asaclassificationvariable.
II. Whenconductingasegmentationstudy,psychographicsmustalwaysbeused
asadescriptivevariable.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:D
PageRef:474
Difficulty:Difficult
LearningObj.:LO4
Classification:Synthesis
AACSBStandard:ReflectiveThinkingSkills
14)Variablesusedinsegmentationresearchfallintooneoffourbroadcategories.Thesecategoriesare:demographics,geography,psychographics,andrelevantattitudes/behaviors.
Answer:TRUE
PageRef:474
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
15)Ageandgenderaretypesof________variables.
A)demographic
B)psychographic
C)geographic
D)relevantattitude/behavior
Answer:A
PageRef:474-475
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
16)ThetextdiscussedthePewgenerationalsegmentationstudy.Inthisresearch,agewasusedasthesole________variable.
A)evaluative
B)explanatory
C)descriptive
D)classification
E)examination
Answer:D
PageRef:469-470
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
17)ThetextdiscussedthePewgenerationalsegmentationstudy.Inthisresearch,onlineandrelatedbehaviors/attitudeswereusedas________variables.
A)evaluative
B)explanatory
C)descriptive
D)classification
E)examination
Answer:C
PageRef:469-470
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
18)Considerthedifferenttypesofvariablesshownbelow.Howmanywouldbeconsidereddemographicvariables?
-age
-maritalstatus
-householdcomposition
-lifestage
A)1
B)2
C)3
D)4
Answer:D
PageRef:474-475
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
19)Thetextstatesthat"Marketerswhounderstandregionaldifferencesinproductpreferencescanmakecertainthatthecharacteristicsoftheirproductsrespondtotheneedsanddesiresofaparticularregion."Marketerswhoengageinthistypeofpracticearemostlikelytouse________segmentation.
A)demographic
B)geographic
C)psychographic
D)lifestage
E)exploratory
Answer:B
PageRef:477
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
20)Theterm________describesanindividual'sgeneralattitudes,motivations,values,andlifestyle.
A)pseudographic
B)psychogeneral
C)psychographic
D)segraphic
Answer:C
PageRef:477
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
21)________segmentationassumesthatwhatpeoplethink,howtheyaremotivated,andhowtheyleadtheirlivesareoftenstrongdeterminantsorpredictorsoftheiruseofspecifictypesofgoodsandservicesaswellastheirchoicetoparticipate(ornotparticipate)incertainbehaviors.
A)Pseudographic
B)Psychogeneral
C)Psychographic
D)Segraphic
Answer:C
PageRef:477
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
22)ImaginethatyouconductasegmentationstudyforMcDonald's.Individualsareassignedtodifferentsegmentsbasedontheamountoffastfoodtheyconsumeinanaverageweek.Thiswouldbeanexampleofsegmentationbasedon________.
A)product-relatedattitudes
B)lifestage
C)psychographics
D)productusage
Answer:D
PageRef:480
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
23)ImaginethatyouconductasegmentationstudyforMcDonald's.IndividualsareassignedtodifferentsegmentsbasedonthepercentageofalltheirfastfoodconsumptionwhichtakesplaceatMcDonald'sinanaverageweek.Thiswouldbeanexampleofasegmentationbasedon________.
A)product-relatedattitudes
B)brandloyalty
C)psychographics
D)motivations
Answer:B
PageRef:480
Difficulty:Difficult
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
24)ImaginethatyouconductasegmentationstudyforMcDonald's.Individualsareassignedtodifferentsegmentsbasedonthereasonswhytheyeatatfastfoodrestaurants.Thiswouldbeanexampleofasegmentationbasedon________.
A)product-relatedattitudes
B)brandloyalty
C)needsorbenefits
D)psychographics
Answer:C
PageRef:481
Difficulty:Difficult
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
25)Thefirststepinoriginalsegmentationresearchistoexplicitlystatetheresearchquestion(s).
Answer:FALSE
PageRef:482
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
26)Imaginethatinpreparationforasegmentationstudy,Maryidentified178potentialvariables.Sheshouldincorporateallofthesevariablesintothefinalquestionnairewithoutanyadditionalanalysis.
Answer:FALSE
PageRef:484
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
27)Questionnairepilotorpretestingisnotrecommendedforsegmentationresearch.
Answer:FALSE
PageRef:484
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
28)Whenformingsegments,itisimportantthatresponsestotheclassificationvariablesbesimilarwithinsegmentsanddifferentacrosssegments.
Answer:TRUE
PageRef:485
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
29)Thinkaboutpresentingtheresultsofasegmentationstudy.A________canbecreatedforeachindividualsegment.Thisdocumenttypicallynamesasegment,providesapictureofthatsegment'stypicalmemberandthenliststhekeycharacteristics,values,behaviors,andbeliefsofthesegment.
A)summarysheet
B)persona
C)narrative
D)specsheet
Answer:A
PageRef:487
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
30)Thinkaboutpresentingtheresultsofasegmentationstudy.A________canbecreatedforeachindividualsegment.Thisdocumentprovidesa"literary"descriptionofthesegmentanditsdefiningcharacteristics,values,behaviors,andbeliefs.
A)summarysheet
B)persona
C)narrative
D)specsheet
Answer:C
PageRef:487
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
31)Thinkaboutpresentingtheresultsofasegmentationstudy.A________canbecreatedforeachindividualsegment.Thisdocumentnamesanddescribesthetypicalindividualinasegment,communicatingallsegmentcharacteristicsasareflectionofthatsingleindividualwithinthesegment.
A)summarysheet
B)persona
C)narrative
D)specsheet
Answer:B
PageRef:487
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
32)Thethreeprimaryapproachestosyndicatedsegmentationare:psychographic,productusage,and________.
A)residentialgeographic
B)geopsychographic
C)geopolitical
D)geodemographic
Answer:D
PageRef:491
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
33)VALSisanexampleofasyndicated________segmentation.
A)psychographic
B)demographic
C)geodemographic
D)lifestage
Answer:A
PageRef:492
Difficulty:Easy
LearningObj.:LO6
Classification:Conceptual
34)VALSdividestheU.S.populationinto________individualsegments.
A)2
B)4
C)6
D)8
Answer:A
PageRef:493
Difficulty:Easy
LearningObj.:LO6
Classification:Conceptual
35)VALSdividestheU.S.adultpopulationusingtwoprimarydimensions.Onedimensionismotivation.Theseconddimensionis________.
A)literacylevel
B)technologicalsophistication
C)resources
D)brandloyalty
Answer:C
PageRef:494
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
36)VALSincludesthreeprimarymotivationsthatmatterforunderstandingconsumerbehavior:ideals,achievement,and________.
A)self-expression
B)selflessness
C)self-determination
D)self-indulgence
Answer:A
PageRef:494
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
37)Energy,self-confidence,intellectualism,noveltyseeking,innovativeness,impulsiveness,leadership,andvanity(alongwithdemographics)areusedbyVALStodetermineanindividual's________.
A)literacylevel
B)technologicalsophistication
C)resources
D)brandloyalty
Answer:C
PageRef:494
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
38)AccordingtoVALS,________withmanyresourceconstraints,(e.g.,littlemoney,poorerhealth,lowtoleranceforrisk)consumelittleandaremotivatedmostlybylowcostandbrandfamiliarity.
A)Strivers
B)Believers
C)Innovators
D)Survivors
E)Thinkers
Answer:D
PageRef:494
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
39)AccordingtoVALS,________aresuccessful,sophisticated,take-chargepeoplewithhighself-esteem.Becausetheyhavesuchabundantresources,theyexhibitallthreeprimarymotivationsinvaryingdegrees.
A)Innovators
B)Believers
C)Strivers
D)Thinkers
E)Makers
Answer:A
PageRef:494
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
40)AccordingtoVALS,theIdealsgroupconsistsoftheThinkersand________segments.
A)Innovators
B)Strivers
C)Achievers
D)Believers
E)Experiencers
Answer:D
PageRef:494
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
41)AccordingtoVALS,theAchievement-orientedgroupconsistsoftheStriversand________segments.
A)Achievers
B)Strivers
C)Experiencers
D)Believers
E)Makers
Answer:A
PageRef:495
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
42)AccordingtoVALS,theSelf-ExpressiongroupconsistsoftheExperiencerand________segments.
A)Believers
B)Makers
C)Strivers
D)Achievers
E)Thinkers
Answer:A
PageRef:495
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
43)AccordingtoVALS,________aremotivatedbyideals.Theyaremature,satisfied,comfortable,andreflectivepeoplewhovalueorder,knowledge,andresponsibility.Theytendtobewell-educatedandactivelyseekoutinformationinthedecision-makingprocess.Theyarewell-informedaboutworldandnationaleventsandarealerttoopportunitiestobroadentheirknowledge.Theyhaveamoderaterespectforthestatusquoinstitutionsofauthorityandsocialdecorum,butareopentoconsidernewideas.Althoughtheirincomesallowthemmanychoices,theyareconservative,practicalconsumers.Theylookfordurability,functionality,andvalueintheproductstheybuy.
A)Achievers
B)Thinkers
C)Strivers
D)Makers
E)Experiencers
Answer:B
PageRef:495
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
44)AccordingtoVALS,________aremotivatedbyideals.Theyareconservative,conventionalpeoplewithconcretebeliefsbasedontraditional,establishedcodes:family,religion,community,andthenation.Manyexpressmoralcodesthataredeeplyrootedandliterallyinterpreted.Theyfollowestablishedroutines,organizedinlargepartaroundhome,family,community,andsocialorreligiousorganizationstowhichtheybelong.Asconsumers,theyarepredictable;theychoosefamiliarproductsandestablishedbrands.TheyfavorAmericanproductsandaregenerallyloyalcustomers.
A)Believers
B)Makers
C)Strivers
D)Experiencers
E)Achievers
Answer:A
PageRef:495
Difficulty:Moderate
LearningObj.:LO6
Classification:CriticalThinking
AACSBStandard:ReflectiveThinkingSkills
45)AccordingtoVALS,________aremotivatedbyself-expression.Asyoung,enthusiastic,andimpulsiveconsumers,theyquicklybecomeenthusiasticaboutnewpossibilities,butareequallyquicktocool.Theyseekvarietyandexcitement,savoringthenew,theoffbeat,andtherisky.Theirenergyfindsanoutletinexercise,sports,outdoorrecreation,andsocialactivities.Theyareavidconsumersandspendacomparativelyhighproportionoftheirincomeonfashion,entertainment,andsocializing.Theirpurchasesreflecttheemphasistheyplaceonlookinggoodandhaving"cool"stuff.
A)Innovators
B)Believers
C)Experiencers
D)Achievers
E)Thinkers
Answer:C
PageRef:496
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
46)AccordingtoVALS,________aremotivatedbyself-expression.Theyexpressthemselvesandexperiencetheworldbyworkingonit-buildingahouse,raisingchildren,fixingacar,orcanningvegetables-andhaveenoughskillandenergytocarryouttheirprojectssuccessfully.Theyarepracticalpeoplewhohaveconstructiveskillsandvalueself-sufficiency.Theylivewithinatraditionalcontextoffamily,practicalwork,andphysicalrecreationandhavelittleinterestinwhatliesoutsidethatcontext.Theyaresuspiciousofnewideasandlargeinstitutionssuchasbigbusiness.Theyarerespectfulofgovernmentauthorityandorganizedlabor,butresentfulofgovernmentintrusiononindividualrights.Theyareunimpressedbymaterialpossessionsotherthanthosewithapracticalorfunctionalpurpose.Becausetheyprefervaluetoluxury,theybuybasicproducts.
A)Thinkers
B)Strivers
C)Achievers
D)Makers
E)Believers
Answer:D
PageRef:496
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
47)AccordingtoVALS,________havegoal-orientedlifestylesandadeepcommitmenttocareerandfamily.Theirsociallivesreflectthisfocusandarestructuredaroundfamily,theirplaceofworship,andwork.Theyliveconventionallives,arepoliticallyconservative,andrespectauthorityandthestatusquo.Theyvalueconsensus,predictability,andstabilityoverrisk,intimacy,andself-discovery.Withmanywantsandneeds,theyareactiveintheconsumermarketplace.Imageisimportanttothem.Theyfavorestablished,prestigeproductsandservicesthatdemonstratesuccesstotheirpeers.Becauseoftheirbusylives,theyareofteninterestedinavarietyoftime-savingdevices.
A)Achievers
B)Experiencers
C)Makers
D)Thinkers
E)Believers
Answer:A
PageRef:495
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
48)AccordingtoVALS,________aretrendyandfunloving.Theyareconcernedabouttheopinionsandapprovalofothers.Moneydefinessuccessforthoseinthissegment,whodon'thaveenoughofittomeettheirdesires.Theyfavorstylishproductsthatemulatethepurchasesofpeoplewithgreatermaterialwealth.Manyseethemselvesashavingajobratherthanacareer,andalackofskillsandfocusoftenpreventsthemfrommovingahead.Theyareactiveconsumersbecauseshoppingisbothasocialactivityandanopportunitytodemonstratetopeerstheirabilitytobuy.Asconsumers,theyareasimpulsiveastheirfinancialcircumstanceswillallow.
A)Believers
B)Strivers
C)Makers
D)Innovators
E)Experiencers
Answer:B
PageRef:494
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
49)ConsidertheMediamark(MRI)datashownbelow.
Whichbrand(s)haveanaverageproportionofwomenintheiruserbase?
A)Tresbon
B)TresBonandFident
C)FidentandIslands
D)Islands
Answer:A
PageRef:498
Difficulty:Moderate
LearningObj.:LO6
Classification:Application
AACSBStandard:AnalyticSkills
50)ConsidertheMediamark(MRI)datashownbelow.
WhatpercentofFidentusersarewomen?
A)6.1%
B)63.2%
C)121%
Answer:B
PageRef:498
Difficulty:Moderate
LearningObj.:LO6
Classification:Application
AACSBStandard:AnalyticSkills
51)ConsidertheMediamark(MRI)datashownbelow.
WhatpercentofallwomenuseIslands?
A)1.6%
B)6.1%
C)74.4%
D)143%
Answer:A
PageRef:498
Difficulty:Moderate
LearningObj.:LO6
Classification:Application
AACSBStandard:AnalyticSkills
52)MediamarkandExperianSimmonsbothreportanindexaspartoftheirdatabase.Anindexof________andaboveisconsideredtobeanindicationofaboveaveragegroupcomposition.
A)90
B)100
C)110
D)115
E)135
Answer:D
PageRef:499
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
53)MediamarkandExperianSimmonsbothreportanindexaspartoftheirdatabase.Anindexofbelow________isconsideredtobeanindicationofbelowaveragegroupcomposition.
A)70
B)80
C)85
D)100
E)115
Answer:C
PageRef:499
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
54)________segmentationisananalysisofpeopleintermsofwheretheylive.ItaccomplishesthisanalysisbydividingtheUnitedStatesintoverysmallgeographicareasandthendescribingtheindividualswholiveinthatareaintermsofdemographics,mediausage,lifestylechoices,possessions,andpurchasebehaviors.Thecorepremiseofthissegmentationisthatsimilarpeopleliveinsimilarplaces,partakeinsimilaractivities,sharecommonbeliefs,andlivesimilarlifestyles,inotherwords,that"birdsofafeatherflocktogether."
A)Urban
B)Geodemocratic
C)Neighborhood
D)Geodemographic
Answer:D
PageRef:502
Difficulty:Moderate
LearningObj.:LO6
Classification:Conceptual
55)Brieflydescribetworeasonswhyadvertisersusesegmentation.
Answer:Anytwoofthefollowingareacceptable:
-Segmentationpermitsadvertiserstoincreasetherelevance(andthuspotentialimpact)oftheirmessages.Inthisregard,segmentationprovidestheinformationrequiredfortheplanningandpresentationofadvertisingcommunicationsthatexactlyfitandrespondtothecharacteristics,needs,attitudes,andlifestylesofauniquesegmentofabroadertargetaudience.
-Segmentationpermitsanadvertisertorespondtothecurrentstructureandrealitiesofthemarketplace.Itisusuallyeasiertotakeadvantageofmarketsegmentsthatalreadyexistthantotrytocreatenewsegments.
-Segmentationhelpsrefineandincreasetheefficiencyofcommunicationplans.Theidentificationofaspecificsegment'smediapreferenceshelpsamediaplannerbettermatchmediaselectionwithtargetaudiencemediahabits.
-Segmentationhelpsanadvertiseruncovernewopportunitiesinsecondary,buttypicallysmaller,segments.
PageRef:471
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
56)Brieflydescribefourcriteriathatadvertisersusetoselectsegments.
Answer:Anyfourofthefollowingareacceptable.
_Size.Isthesegmentofsufficientsizetojustifytheexpendituresoftimeandenergyrequiredtodevelopacustomizedcommunicationprogram?
-MediaAccessibility.Canmembersofthesegmentbeefficientlyreachedthoughtraditionalandnewmediavehicles?
-MessageAvailability.Canacommunicationmessageorappealbecreatedthatrespondstotheuniqueattitudes,needs,andbehaviorsofsegmentmembers?
-Responsiveness.Ifacommunicationmessagecanbedeveloped,towhatextentaremembersofthesegmentlikelytopayattentionandrespondtothismessageinthedesiredway?
-Sustainability.Isthesegmentstableorlikelytogrowforthelongterm,oristhesegmentlikelytodisappearormergewithothersegments?
-Evaluation.Caneffortstowardthesegmentbemeasuredinordertodeterminethestrengths,weaknesses,andoutcomesofthecommunicationcampaign?
-Profitability.Ifthecommunicationcampaignissuccessful,willthisresultinsufficientincreasesinsalestojustifythecampaign?
-Competition.Towhatextentdocompeti
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