MKTG 201 MIDTERM 2 BYU EXAM 2025
QUESTIONS AND ANSWERS
Marketing Segmentation - ANS Process of grouping customers into relatively
homogeneous segments
Customers within a segment respond similarly to the marketing effort directed at them
Criteria for Effective Segmentation - ANS Measurable
Accessible
Durable
Substantial
Unique Needs
Effective Segmentation--Measurable - ANS Individuals can be assigned to a segment and
counted
Effective Segmentation--Accessible - ANS Individuals in the segment can be reached through
the company's promotion/distribution channels
Effective Segmentation--Durable - ANS Segment membership is relatively constant
Effective Segmentation--Substantial - ANS Segment is large enough to make products
1
profitable
Page
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, Effective Segmentation--Unique Needs - ANS Needs are homogeneous within segments and
heterogeneous across segments
Ways to segment the market (from most useful to least) - ANS geographic, demographic,
psychographic, behavioral
Geographical Segmentation - ANS dividing a market into different geographical units, such as
nations, states, regions, counties, cities, densities, climate, or even neighborhoods
Demographic Segmentation - ANS segmenting markets by age, gender, income, ethnic
background, occupation
Psycho-graphic Segmentation - ANS Personality traits, values, attitudes, interests, and
lifestyles. A profile about how people view the world, the things that interest them, and what
causes them to take action.
Behavioral Segmentation - ANS Usage situations, benefits
The Diffusion Process - ANS Describes how potential customers learn about new products,
try them, and adopt or reject them.
Bell Curve:
Early Innovators
Early Adopters
Early Majority
Late Majority
Laggards
2
Early Market in the diffusion process - ANS innovators & early adopters (2.5% and 13.5% for
Page
16% total)
@COPYRIGHT BRAINBARTER 2025/2026
, The Mainstream Market in the diffusion process - ANS Early and Late Majority (34% each for
68% total)
The Late Market in the diffusion process - ANS Laggards (16%)
Three Generic Segments - ANS hate, swing, love
Sell to the ____ group through the eyes of the _____ group - ANS swing, love
Attractive Target Segments - ANS Market Size (is the market big enough to deliver expected
products?)
Expected Growth (is the market growing?)
Competitive Position (What is the level of competitive rivalry? Is the differentiated product
offering valued by customers?)
Cost to Reach (is the market economically accessible?)
What is the heart of Market Strategy? - ANS Positioning
Positioning - ANS The act of designing the company's offering so that it occupies a distinct
and valued place in the target customers' minds.
Feasible positioning - ANS Higher price, for more benefits
Same price, more benefits
lower price, same benefits
3
much lower price, lower benefits
Page
@COPYRIGHT BRAINBARTER 2025/2026
QUESTIONS AND ANSWERS
Marketing Segmentation - ANS Process of grouping customers into relatively
homogeneous segments
Customers within a segment respond similarly to the marketing effort directed at them
Criteria for Effective Segmentation - ANS Measurable
Accessible
Durable
Substantial
Unique Needs
Effective Segmentation--Measurable - ANS Individuals can be assigned to a segment and
counted
Effective Segmentation--Accessible - ANS Individuals in the segment can be reached through
the company's promotion/distribution channels
Effective Segmentation--Durable - ANS Segment membership is relatively constant
Effective Segmentation--Substantial - ANS Segment is large enough to make products
1
profitable
Page
@COPYRIGHT BRAINBARTER 2025/2026
, Effective Segmentation--Unique Needs - ANS Needs are homogeneous within segments and
heterogeneous across segments
Ways to segment the market (from most useful to least) - ANS geographic, demographic,
psychographic, behavioral
Geographical Segmentation - ANS dividing a market into different geographical units, such as
nations, states, regions, counties, cities, densities, climate, or even neighborhoods
Demographic Segmentation - ANS segmenting markets by age, gender, income, ethnic
background, occupation
Psycho-graphic Segmentation - ANS Personality traits, values, attitudes, interests, and
lifestyles. A profile about how people view the world, the things that interest them, and what
causes them to take action.
Behavioral Segmentation - ANS Usage situations, benefits
The Diffusion Process - ANS Describes how potential customers learn about new products,
try them, and adopt or reject them.
Bell Curve:
Early Innovators
Early Adopters
Early Majority
Late Majority
Laggards
2
Early Market in the diffusion process - ANS innovators & early adopters (2.5% and 13.5% for
Page
16% total)
@COPYRIGHT BRAINBARTER 2025/2026
, The Mainstream Market in the diffusion process - ANS Early and Late Majority (34% each for
68% total)
The Late Market in the diffusion process - ANS Laggards (16%)
Three Generic Segments - ANS hate, swing, love
Sell to the ____ group through the eyes of the _____ group - ANS swing, love
Attractive Target Segments - ANS Market Size (is the market big enough to deliver expected
products?)
Expected Growth (is the market growing?)
Competitive Position (What is the level of competitive rivalry? Is the differentiated product
offering valued by customers?)
Cost to Reach (is the market economically accessible?)
What is the heart of Market Strategy? - ANS Positioning
Positioning - ANS The act of designing the company's offering so that it occupies a distinct
and valued place in the target customers' minds.
Feasible positioning - ANS Higher price, for more benefits
Same price, more benefits
lower price, same benefits
3
much lower price, lower benefits
Page
@COPYRIGHT BRAINBARTER 2025/2026
