MKTG 3310 - EXAM 2 WOLTER AUBURN
QUESTIONS AND ANSWERS GRADED A+
2026
Segmentation - ANS Separating prospective customers into groups based on needs/response
to marketing actions
needs to be economically feasible
two things that are stressed in segmentation - ANS meaningful groups
customized marketing mix
what is the long tail? - ANS niche products
a lot of products that sell in small quantities (tail) as compared to a small number of best selling
products (head)
what is the long tail enabled by? - ANS Breaking free of the constraints of physical space
@COPYRIGHT 2026/2027 ALL RIGHTS RESERVED
1
, finding ways to talk to market segments economically
new distribution systems
where does the majority of potential revenue fall- in the head or in the tail? - ANS in the tail
where are the products with the majority of demand located- in the head or in the tail? -
ANS in the head
double jeopardy - ANS bias toward popular products
products are given the benefit of the doubt bc of their popularity
natural monopoly - ANS we are taught to lean toward brand products because niche
products are often seen as low-quality
generic market - ANS Market with broadly similar needs and sellers offering diverse ways of
satisfying those needs
many deviations
product market - ANS Market with very similar needs and sellers offering various close
substitute ways of satisfying those needs
slight deviations
@COPYRIGHT 2026/2027 ALL RIGHTS RESERVED
2
QUESTIONS AND ANSWERS GRADED A+
2026
Segmentation - ANS Separating prospective customers into groups based on needs/response
to marketing actions
needs to be economically feasible
two things that are stressed in segmentation - ANS meaningful groups
customized marketing mix
what is the long tail? - ANS niche products
a lot of products that sell in small quantities (tail) as compared to a small number of best selling
products (head)
what is the long tail enabled by? - ANS Breaking free of the constraints of physical space
@COPYRIGHT 2026/2027 ALL RIGHTS RESERVED
1
, finding ways to talk to market segments economically
new distribution systems
where does the majority of potential revenue fall- in the head or in the tail? - ANS in the tail
where are the products with the majority of demand located- in the head or in the tail? -
ANS in the head
double jeopardy - ANS bias toward popular products
products are given the benefit of the doubt bc of their popularity
natural monopoly - ANS we are taught to lean toward brand products because niche
products are often seen as low-quality
generic market - ANS Market with broadly similar needs and sellers offering diverse ways of
satisfying those needs
many deviations
product market - ANS Market with very similar needs and sellers offering various close
substitute ways of satisfying those needs
slight deviations
@COPYRIGHT 2026/2027 ALL RIGHTS RESERVED
2
