Describe the requirement for international ...

[nevelica]

Describe the requirement for international segmentation.

Question 2

Why is ROI not considered an ideal qualitative measurement for social media?
 A) Reach and frequency don't translate over to social media.
  B) Many brands don't pay for social media, so ROI is less important to them.
  C) It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis.
  D) ROI requires sales figures, and most brands are not engaged in social commerce.
  E) Reach and frequency are hard to measure on social media channels.

[cuttiesgirl16]

Answer to Question 1

The requirements for international segmentation include measurability, substantiality, stability over time, accessibility, actionability, and differential response. Measurability indicates that a segment is identifiable. Substantiality indicates that the segment is large enough to be profitable. Stability over time is important for long-term success. Accessibility indicates that the segment is reachable. For example, rural consumers in China may be measurable and substantial, but they are difficult to reach and are therefore not very accessible. Actionability indicates that the segment should respond to the marketing strategies used. Finally differential response indicates that segments should be easy to distinguish from each other and they should respond differently from other market segments to marketing strategies. This may be found in the Requirements for International Segmentation section (7-3).

Answer to Question 2

C

[nevelica]

Gracias!

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