Why is market segmentation more effective than treating a large market as a single entity?
A) Products do not need to be differentiated if the markets they serve are segmented.
B) Measurement of sales becomes easier in a segmented market.
C) The cost involved in transportation and manufacturing is greatly reduced in a segmented
market.
D) Segmentation allows a company to cater to the unique needs of each segment.
D
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Which of the following measures is used to assess the responsiveness of consumers to advertising expenditures, calculated by dividing the percent change in sales by the percent change in advertising expenses?
A) net sales expenditure B) gross advertising index C) advertising elasticity D) advertising return on investment E) push rating
The commitment of corporations to make financial contributions in a community's interest very much depends on ________
A) profits B) voluntarism C) enlightened self-interest D) the CSR policy