$1.$ Define what targeting is and why it$$s helpful to marketers

$2.$ Understand how to choose the right segment to target

$3.$ Understand how to estimate the size of that target segment$$how many customers are we talking about?

$4.$ This question gives you more market sizing practice $($it$$s a skill you$$ll need$).$ Using the logic from the chapter, try to estimate the possible market for the number of pairs of football pants a manufacturer could sell in your city.

$5.$ Go to your school$$s home page. In the general information somewhere will be basic descriptive statistics on your student body demographics. Use that data to size the market for vending machines that dispense thumb drives, flavored coffees, and packets of no$-$doze. What other data would be helpful to increase the accuracy of your estimate?

TRUE$/$FALSE

$6.$ The concept of targeting involves selection.

a$.$ True

b$.$ False

$7.$ We should target customers that match our abilities to deliver.

a$.$ True

b$.$ False

$8.$ We target for the same reason we segment$$to try to be all things to all people.

a$.$ True

b$.$ False

$9.$ Most markets are comprised of customers whose tastes are very similar.

a$.$ True

b$.$ False

$10.$ Top$-$down and bottom$-$up perspectives are available to assess the attractiveness of each segment in terms of its potential for targeting, but only the top$-$down perspective should be considered.

a$.$ True

b$.$ False

$11.$ Targeting should not use a top$-$down vision of corporate strategy, but rather, only a bottom$-$up data$-$informed approach on segment size and profitability.

a$.$ True

b$.$ False

$12.$ Some customer segments are high maintenance and not worth serving.

a$.$ True

b$.$ False

$13.$ Marketers ask the most important question: "How likely is it that a segment will be profitable?"

a$.$ True

b$.$ False

$14.$ Potential profitability is a function of the current market size, its anticipated growth, current and anticipated levels of competition, and customer behavior and expectations.

a$.$ True

b$.$ False

$15.$ A firm$$s ability to satisfy the needs of a segment impacts the decision as to whether or not to target a specific segment.

a$.$ True

b$.$ False

$16.$ Two important strategic criteria for targeting segments include the firm$$s strengths and the attractiveness of the segment.

a$.$ True

b$.$ False