Gable Brothers Inc., is trying to find a viable market for its new brand fountain pen.
After conducting a psychographic segmentation, it found that the segment of potential
consumers is so small that the volume in sales would not be profitable for the company.
Therefore, top management has decided to not release the product into the market. In
the context of the stages of the market segmentation process, the company is currently:
A. deciding the market segmentation strategy.
B. delineating the firm's current situation.
C. dividing markets on relevant dimensions.
D. determining consumer needs and wants.
Which of the following observations about how behavioral influences affect
organizational buying is true?
A. Different buyers will have different degrees of commitment to their buying role in
B. Organizational buyers are not subject to personal motives in the buying decisions as
are other individuals.
C. In a lethargic organization, individuals approach their occupation with a weak
commitment to the expected norms of behavior.