MKRT-9

Segmentation should be supported by a benefit-cost analysis that explains the resources used and actions taken. V. F.

Segments need to be reasonably stable over time in order to create and monetise sustainable competitive advantages. V. F.

Among other utilities, segmentation allows the company to avoid cannibalisation of its own products. V. F.

The formation of typologies and segmentation only differ in name, as the results they produce are the same. V. F.

Segmentation is a bottom-up compositional technique. V. F.

One of the criteria to be taken into account in the valuation of a segment is the current size of demand and its possible future evolution. V. F.

Typology formation is a top-down decompositional technique. V. F.

Demographic segmentation is the most commonly used because it is the easiest to obtain and identify. V. F.

The intersection of objective and specific criteria gives rise to segmentation criteria such as the benefit sought/expected. V. F.

The CHAID method of segmentation is based on the AID algorithm method. V. F.

Segmentation is not useful for marketing campaign planning. V. F.

To identify different market segment we only use two criteria: homogeneity and distinction. V. F.

In selective segments strategy there may be less or no synergy among the segments, but each segment promises to be moneymaker. V. F.

The main threat of a product specialization strategy is that the product may be replace by an entirely new technology any time. V. F.

Chi square test, contingency tables and Chaid are segmentation techniques. V. F.

Typological are descriptive and compositional. V. F.