P. 1
Chap 009

Chap 009

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Published by: bbbold498 on Mar 12, 2012
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11/17/2012

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Many families today hold potluck meals during holidays or special events. Participants bring
casseroles, vegetables, breads, and desserts and all share the food. It is easy to forget to take the
bowl that you brought to the dinner home with you. Reynolds responded to this problem by
creating Pot Lux cookware, attractive and inexpensive disposable dishes for transporting food.
Reynolds has recognized how to use _________ variables to segment its market.

a.user status
b.benefits sought
c.demographics
d.family size
e.geographic

Answer: b

Page: 193
Rationale: Understanding what benefits are important to different customers is often a useful
way to segment markets because it can lead directly to specific marketing actions. The slogan
Reynolds uses with this new product says it all, “Make every dish forgettable.”

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