Chapter 9 IDENTIFYING MARKET SEGMENTS AND TARGETS Test Item Table

Major Section of the Chapter Level 1: Definition (Knows Basic Terms & Facts) Sneakers Marketing Wars: Heelys, Air Pumps, and Three Billion Trillion Choices (pp. 185-186) Why Segment Markets? (pp. 186-191) Steps in Segmenting and Targeting Markets (pp. 191-201) Level of Learning Level 2: Conceptual (Understands Concepts & Principles) 1, 2 Level 3: Application (Applies Principles)

3, 4, 6, 7, 23, 24, 35, 39, 41, 43

5, 8, 9, 16, 17, 18, 19, 20, 21, 22, 25, 26, 27, 29, 30, 32, 42, 44, 45, 148, 149, 150, 151, 152 49, 50, 51, 52, 53, 54, 56, 106, 112, 113, 114, 115, 118, 119, 120, 132, 153, 155, 156, 158, 159, 160, 161, 162 138, 142, 163, 164

10, 11, 12, 13, 14, 15, 28, 31, 33, 34, 36, 37, 38, 40

46, 47, 55, 63, 64, 71, 74, 75, 76, 84, 90, 92, 94, 95, 96, 97, 99, 100, 108, 129, 131

Positioning the Product (pp. 201-202) Video Case: Nokia (pp. 203-205)

133, 134, 137, 139, 140, 141

48, 57, 58, 59, 60, 61, 62, 65, 66, 67, 68, 69, 70, 72, 73, 77, 78, 79, 80, 81, 82, 83, 85, 86, 87, 88, 89, 91, 93, 98, 101, 102, 103, 104, 105, 107, 109, 110, 111, 116, 117, 121, 122, 123, 124, 125, 126, 127, 128, 130, 154, 157 135, 136, 143

144, 145, 146, 147

Note: Bold numbers indicate short essay questions.

CHAPTER 9 IDENTIFYING MARKET SEGMENTS AND TARGETS MULTIPLE CHOICE QUESTIONS
9-1 CHAPTER OPENING EXAMPLE: SNEAKERS CONCEPTUAL

Heely Sports Ltd. used __________ in its search for a market for the latest sneaker craze. a. b. c. d. e. market segmentation financial analysis geographic segmentation organizational marketing sales forecasting

Answer: a Page: 186 Rationale: All sneaker manufacturers search for new market segments of consumers and ways to differentiate their products from the competition. 9-2 CHAPTER OPENING EXAMPLE: SNEAKERS Which of the following statements about U.S. trends for sneakers is true? a. b. c. d. e. Teenagers are 31 percent of total sales and are willing to spend more for sneakers than older consumers. The average price paid for a pair of sneakers is over $100 and expected to increase. Baby boomers are the largest market for sneakers. Most sneakers bought for use in some sport are bought for tennis. In the sneakers market, the growth potential for women is lower, but women will pay a higher average price for a pair. CONCEPTUAL

Answer: a Page: 186 Rationale: Over 60 percent of sneakers purchased in 2000 cost less than $50 per pair. Teenagers are the largest market for sneakers and are willing to pay more for them. Most sneakers that are bought for use in some sport are bought for running. Women are buying more and more sneakers, but men on average buy more and are willing to pay more than women. 9-3 MARKET SEGMENTATION DEFINITION

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is called: a. b. c. d. e. consumer differentiation. psychographics. market segmentation. market delineation. aggregation marketing.

Answer: c Page: 187 Rationale: Key term definition—market segmentation

9-4 MARKET SEGMENTATION

DEFINITION

Market segmentation involves aggregating prospective buyers into groups that have common needs and will: a. b. c. d. e. pay attention to marketing messages. respond similarly to a marketing action. be responsive to marketing research. use the same payment methods. go shopping on a regular basis.

Answer: b Page: 187 Other Location: web Rationale: Key term definition—market segmentation 9-5 MARKET SEGMENTATION To be identified as a market segment, its members must: a. b. c. d. e. represent a large share of the entire market and have critical buying power. have common needs and respond similarly to market actions. have different needs and have potential for future growth. have different needs and respond similarly to market actions. have potential for future growth and have potential for increased profit or ROI. CONCEPTUAL

Answer: b Page: 187 Rationale: An organization develops its segments by aggregating prospective buyers on the basis of common needs and similar response to a marketing action. 9-6 MARKET SEGMENTATION DEFINITION

__________ involves aggregating prospective buyers into groups that (1) have common needs and (2) will respond similarly to a marking action. a. b. c. d. e. Diversification Divestment Market segmentation Market augmentation Repositioning

Answer: c Page: 187 Rationale: Key term definition—market segmentation.

516

ultimate consumers. c.9-7 MARKET SEGMENTS DEFINITION The phrase “relatively homogeneous groups of prospective buyers” is most descriptive of: a. b. demographic clusters. c. 9-9 PRODUCT DIFFERENTIATION CONCEPTUAL A firm strategy of using different marketing mix activities. c. e. market segment demographic cluster organizational buyer ultimate consumer qualified prospect Answer: a Page: 187 Rationale: A market segment is a relatively homogeneous group of prospective buyers. Answer: a Page: 187 Rationale: Key term definition—market segments 9-8 MARKET SEGMENTS CONCEPTUAL Each __________ consists of people who are relatively similar to each other in terms of their consumption behavior. qualified prospects. b. dual distribution. e. to help consumers perceive a product as being different and better than competing products is called: a. organizational buyers. d. product differentiation. d. e. such as product features or advertising. market segments. consisting of people who are relatively similar to each other in terms of their consumption behavior. d. market differentiation. market penetration. b. full coverage marketing. Answer: c Page: 187 Other Location: web Rationale: Key term definition—product differentiation . a.

the first fluoride toothpaste. Shoebox. such as product features (in this case the toothpaste flavor) or advertising. b. d. What is this marketing strategy called? a. it was intended for use by children and was therefore given a child-appealing bubblegum flavor. d. e. product sampling product extrapolation product differentiation usage segmentation behavioral segmentation Answer: c Page: 187 Rationale: Product differentiation is a strategy of using different marketing mix activities.9-10 PRODUCT DIFFERENTIATION APPLICATION When Procter & Gamble introduced Crest toothpaste. 518 . e. and Tree of Life cards—all made by Hallmark for sale in its stores. including Fresh Ink. such as product features (in this case the brand of card) or advertising. Maxine. Some time later the same basic formula was given a fresh. minty flavor to appeal to adults. a. Nature's Sketchbook. 9-11 PRODUCT DIFFERENTIATION APPLICATION At a Hallmark store you can find several different brands of greeting cards. b. product sampling product extrapolation product differentiation usage segmentation psychographic segmentation Answer: c Page: 187 Rationale: Product differentiation is a strategy of using different marketing mix activities. Mahogany. c. to help consumers perceive a product as being different and better than competing products. Hallmark uses a __________ strategy to reach several different market segments. to help consumers perceive a product as being different and better than competing products. c.

product differentiation. d. . market sectioning. a friendly chicken character that has a strong appeal for children. product differentiation. market sectioning. market segmentation. The maker of AlkaSeltzer is using: a. d. which includes Chicky. e. Answer: c Page: 187 Rationale: Product differentiation is a strategy of using different marketing mix activities. product positioning. Alka-Seltzer Morning Relief (for morning headaches and fatigue.9-12 PRODUCT DIFFERENTIATION APPLICATION Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach. Today you can buy Original Alka-Seltzer. a friendly chicken character) to help consumers perceive a product as being different and better than competing products. product base development. This has been useful in coping with local Chinese governments and developing a distinctly different Chinese strategy. Answer: c Page: 187 Rationale: Product differentiation is a strategy of using different marketing mix activities. Each Alka-Seltzer product is targeted to a slightly different market segment. and Alka-Seltzer Heartburn Relief. product segmentation. such as product features or advertising (in this case. b. it recruited its managers from Taiwan and the Chinese communities in the U. b. Chicky. product segmentation. KFC used: a. to help consumers perceive a product as being different and better than competing products. Extra Strength Alka-Seltzer. product base development. One of the reasons is that when the company entered the Chinese market. such as product features (in this case the various types of Alka-Seltzer) or advertising. e.S. c. and Canada. To succeed in China. 9-13 PRODUCT DIFFERENTIATION APPLICATION KFC is a popular fast-food restaurant in the U. c. In opened its 500th restaurant in China in 2001 and is more popular than McDonald's in that country.S.

build customer loyalty through direct competition. many comparable alternatives are available to the consumer. consumers view Timex watches as being dependable. Timex watches can be purchased in drug stores. 520 . and department stores in all sizes of communities. 9-15 PRODUCT DIFFERENTIATION APPLICATION Some Timex wristwatches can be purchased for less than $30. product positioning. each marketer has attempted to create a distinct product image in the mind of the consumer. some Rolex wristwatches carry a price tag of several thousand dollars. Rolex watches are distributed more selectively. and inexpensive. e. use a product differentiation strategy. and are often available only in fine jewelry stores or specialty shops. e. competition is extreme. c. the marketers of Timex and Rolex watches have attempted to: a. d. a customer gets fresh rice with soy or sweet chili sauce with his or her chicken. b. discount stores. However. to help consumers perceive a product as being different and better than competing products. market segmentation. Answer: c Page: 187 Rationale: Product differentiation is a strategy of using different marketing mix activities. By using distinctly different pricing and distribution strategies. b. In Holland the mashed potatoes are replaced with a potato-and-onion croquette. The image of the Timex is very different from that of Rolex. develop similar products. For most products. compete for the same segment. d. In this example. KFC uses: a. In general. both the Timex and the Rolex wristwatches will satisfy the consumer's need to know the time of day. create cognitive dissonance in consumers who are considering the purchase of a wristwatch. c. and in Thailand. The Rolex brand tends to be perceived as an expensive status symbol.9-14 PRODUCT DIFFERENTIATION APPLICATION KFC has modified its product to satisfy different market segments. market sectioning. product differentiation. such as product features (in this case the type of starchy food offered) or advertising. product base development. Answer: c Page: 187 Rationale: In today's market place. in order to compete in the wristwatch market. relatively accurate.

e. In economist's terms. self-regulatory industry standards government regulations top-level management market needs controllable environmental factors Answer: d Page: 187. Figure 9-1 Rationale: Market segmentation involves aggregating prospective buyers into groups that (1) have common needs and (2) will respond similarly to marketing action (in this case. self-regulatory industry standards government regulations the organization's actions strategic objectives tactical goals Answer: c Page: 187. c. the organization's marketing program. top-level management. 9-17 MARKET SEGMENTATION CONCEPTUAL The process of segmenting a market and targeting specific segments is the link between various buyers' needs and: a. d. d. Answer: c Page: 187. the organization’s marketing program). b. e. Figure 9-1 Rationale: Figure 9-1 illustrates how the process of segmenting and targeting markets links market needs to the organization’s marketing program. a. c. a. c. b. Figure 9-1 Rationale: Figure 9-1 illustrates how the process of segmenting and targeting markets links market needs to the organization’s marketing program. 9-18 MARKET SEGMENTATION CONCEPTUAL Market segmentation is only a means to an end. . d. controllable environmental factors.9-16 MARKET SEGMENTATION CONCEPTUAL The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program. government regulations. it relates supply (__________) to demand (the customer needs). b. e. self-regulatory industry standards.

tactical goals government regulations customer needs strategic objectives product positions. e. increase sales and profitability. a. b. create innovation. and to increase sales and profitability. 9-21 MARKET SEGMENTATION Marketers use market segmentation to: a. Answer: c Page: 187. Figure 9-1 Rationale: Market segmentation involves aggregating prospective buyers into groups that (1) have common needs and (2) will respond similarly to marketing action on the part of the organization. d. c. profits and/or other organizational goals. e. market segmentation relates supply (the organization's actions) to demand (__________). b. increase overall sales. In economist's terms. link market needs to an organization's marketing program. differentiate shareholders. d. 9-20 MARKET SEGMENTATION CONCEPTUAL A basic test of the usefulness of the segmentation process is whether it leads to tangible marketing actions that: a. CONCEPTUAL Answer: e Page: 187 Other Location: web Rationale: Market segmentation is used to link market needs to marketing programs. d. e. b. are legal. 522 . to develop marketing actions related to the 4Ps. relate supply to demand in economic terms. to relate supply to demand. develop specific marketing actions related to the 4 Ps. do all of the above. are socially responsible. c.9-19 MARKET SEGMENTATION CONCEPTUAL Market segmentation is only a means to an end. c. Answer: a Page: 187 Rationale: A basic test of the usefulness of the segmentation process is whether it leads to tangible marketing actions to increase sales and profitability.

e. mass customization. b. Answer: c Page: 188 Rationale: Vans targets the rising wave of skateboard. e. c. the segments of a market to relative market share compared to closest competitor. total anticipated profit for each product to segments. biking. d. and outdoor enthusiasts. sales forecasting. b. d. d.9-22 MARKETING NEWSNET CONCEPTUAL Small athletic shoe manufacturers such as Vans and Customatix have targeted niche markets and made shoes designed to satisfy needs of different customers. Customatix targets those who wish to design their own shoes. 9-23 MARKET-PRODUCT GRID DEFINITION A __________ is a framework to relate the segments of a market to products offered or potential marketing actions by the firm. growth-share matrix payoff table market-product grid product differentiation table cross tabulation Answer: c Page: 188 Rationale: Key term definition—market-product grid 9-24 MARKET-PRODUCT GRID A market-product grid is a framework to relate: a. c. synergy. e. a. This strategy is an example of: a. estimated expenses for products sold to various market segments. the segments of a market to products offered or potential marketing actions by the firm. c. MSA and NAICS. total anticipated revenue for each product to market segments. snowboard. b. market segmentation. DEFINITION Answer: d Page: 188 Other Location: web Rationale: Key term definition—market-product grid .

c. When expenses are greater than the potentially increased sales from segmentation. and return on investment. 9-26 MARKET SEGMENTATION CONCEPTUAL A business firm would segment its market when this strategy increases its sales revenue. d. the extra cost of developing and producing additional versions of the product creating a service gap indirect distribution and logistics problems strategic planning amortization costs Answer: a Page: 190 Other Location: web Rationale: The incremental costs of taking a product to new product segments are rarely as large as those for developing an entirely new product. e. b. screen many new product ideas in order to select the one with best long-run market potential. d. profit. a firm should not attempt to segment its market. MULTIPLE MARKET SEGMENTS CONCEPTUAL When a firm produces only a single product or service and attempts to sell it to two or more market segments. which will lower quality. and manufacturing expenses. 524 . When its increases in expenses more than offset the potentially increased revenues from segmentation. d. relate the product life cycle to consumer demand. relate likely sales of products to prospective market segments. CONCEPTUAL make optimal decisions under conditions of uncertainty. c. b. engineering. select representative samples of consumers for marketing research studies. reduce production costs. act as its own distributor. it avoids __________. 9-27 ONE PRODUCT. not attempt to segment its market. Answer: d Page: 189 Rationale: A business firm goes to the trouble and expense of segmenting its market when it expects that this will increase its sales. Answer: c Page: 188 Rationale: A market-product grid is a framework to relate the segments of a market to the products offered or potential marketing actions by the firm. discontinue manufacturing any products that are not in the mature stage of their product life cycle. terminate as many employees as possible to save money. e. e. it should: a. which often results extremely high research. profit.9-25 MARKET-PRODUCT GRID One advantage of a market-product grid is that it can be used to: a. a. b. c. and return on investment.

which are available in a soft. medium. Reach Toothbrush makes several versions of its toothbrush. d. 9-30 ONE PRODUCT. Kellogg's and Post both make bran cereals with raisins. and manufacturing expenses. Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women. walking shoes. 9-29 ONE PRODUCT. which often entails higher research. d. and Weeboks. has significantly higher distribution costs. Answer: c Page: 190 Rationale: When a firm produces only a single product or service and attempts to sell it to two or more market segments. is a much more effective means of meeting consumers' individual needs. Answer: c Page: 190 Rationale: A one product and multiple market segment strategy simply involves producing a single product and selling it to two or more market segments. c. b. is much more profitable. and hard bristle and a short or normal length head. e. MULTIPLE MARKET SEGMENTS APPLICATION Which of the following is an example of a single product with multiple market segments? a. creates greater economies of scale (cost savings) in manufacturing costs. it avoids the extra cost of developing and producing additional versions of the product. running shoes. a one-product-andmultiple-market-segment strategy: a. b. engineering. e. MULTIPLE MARKET SEGMENTS CONCEPTUAL What is the most likely way for consumers to benefit because a firm uses a strategy of one product for multiple market segments? a. Reebok shoes makes tennis shoes. Quaker Oats oatmeal sells both its hot cereals and cold cereals to people of all ages. is a more effective way of meeting organizational objectives. MULTIPLE MARKET SEGMENTS CONCEPTUAL When compared to a multiple-products-multiple-market segments strategy. e. increased satisfaction of consumer wants and needs increased number of choices lower retail prices because of lower production costs improved service lower retail prices because of lower marketing costs Answer: c Page: 190 Rationale: Producing a single product and selling it to multiple market segments gives important production economies of scale that may be passed on to consumers as lower prices (alternative c).9-28 ONE PRODUCT. b. c. c. . d. as is the case with Johnson's Baby Oil.

e. Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes. d. MULTIPLE MARKET SEGMENTS CONCEPTUAL Which of the following is an example of a multiple products and multiple markets strategy? a. c. d. MULTIPLE MARKET SEGMENTS APPLICATION Seventh Heaven is a television show that is designed to have a broad appeal to a wide number of groups. mass customization. 526 . Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women. 9-32 MULTIPLE PRODUCTS. b. Answer: c Page: 189 Rationale: A multiple products and multiple markets strategy has a number of distinct products each targeted to a different type of user.9-31 ONE PRODUCT. none of the above. multiple products with multiple market segments. Only alternative c does not involve only one product. one product with multiple market segments. b. It appeals to an older market because it is reminiscent of TV dramas of previous decades. and another line of cake mixes for people with microwave ovens. e.S. It is a show that is appropriate to watch with young children without having to worry about being embarrassed. and the other set showed romantic scenes to attract another audience. c. College Football Magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U. A new movie used several different advertisements. Betty Crocker carries one line of cake mixes for people with conventional ovens. synergy. It is a show that teaches the importance of moral values by showing teens on the show learning to cope with real-life problems without being too moralistic. This WB television show is an example of: a. One set of previews showed the action scenes in order to attract one audience. Answer: a Page: 190 Rationale: Television shows are single products frequently directed to two or more distinct market segments.

stabilizes the sales revenues and profits. synergy. Answer: e Page: 190 Rationale: Manufacturing multiple products for multiple market segments is worthwhile under the conditions described if sales revenue and profits increase. This is an example of: a. Price discrimination. mass customization.9-33 MULTIPLE PRODUCTS. d. Synergy. One product and multiple market segments. Mass customization. multiple products and multiple segments. doesn't reduce quality or increase price. e. decreases the cost of the physical plant. b. b. Many firms are now offering different product or services to highend or low-end segments. adds to the manufacturer's sales revenues and profits. d. are an example of multiple products aimed at multiple markets. 9-34 MULTIPLE PRODUCTS.99 line of greeting cards. Answer: e Page: 190 Rationale: This is an example of multiple products (greeting cards at different price points) offered to multiple segments. c.50. Manufacturing these different cereals is clearly more expensive than producing one but seems worthwhile if it serves customers' needs better. 9-35 MASS CUSTOMIZATION DEFINITION __________ is tailoring goods or services to the tastes of individual customers on a high-volume scale. d. b. MULTIPLE MARKET SEGMENTS APPLICATION You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4. MULTIPLE MARKET SEGMENTS APPLICATION Kellogg's different types of cereals. e. e. Multiple products in multiple segments. conforms to all union regulations. each targeted at a different type of user. and: a. or you can buy a card that's not quite as nice but just as sentimental from the store's new $. c. one product and multiple market segments. c. Answer: a Page: 190 Rationale: Text term definition—mass customization . a. price discrimination. reduces the number of employees required.

market melding. 9-37 MASS CUSTOMIZATION APPLICATION Yahoo's shopping portal recently began to offer people who visited the site the ability to buy songs from Imix's collection of more than 200. There's no inventory for sale. At first glance none look any different from your basic oldfashioned shoe store. Customers browse the store.000 tracks from record labels that include BMG and Sony Music Group. you select materials. e. textures and a style of sole. colors. Custom Foot guarantees your shoes will be ready within three weeks. how the 80/20 rule is implemented. Answer: a Page: 190 Rationale: Mass customization is tailoring goods or services ( the CD art. mixing and matching design components such as style.50. title. c. Answer: a Page: 190 Rationale: Mass customization is tailoring goods or services (the style. and leather type of the shoes) to the tastes of individual customers on a high volume scale. color.000 variations in women's shoes and 7.9-36 MASS CUSTOMIZATION APPLICATION Custom Foot runs six retail locations. 528 . synergy. Once you choose a shoe style. This is an example of: a. and leather type. e. The retailer sells 10. This is an example of: a. Then they can choose an art design and a title for each CD and have a disc shipped for $2. Customers can choose up to 70 minutes of music for around $1 per song. mass customization. d. and contents) to the tastes of individual customers on a high volume scale. multiple products in multiple segments. b. About 100 display shoes provide style guidelines. price discrimination.800 in men's. mass customization. c. b. repositioning. but the only shoes on hand are display models. one product and multiple market segments. and customers go home empty-handed—at least initially. market augmentation. d. color.

" said William Santana Li. Mass customization Synergy Build-to-order Price discrimination Multiple products in multiple segments Answer: c Page: 190 Rationale: Text term definition—build-to-order 9-40 BUILD-TO-ORDER APPLICATION Model E is a new type of car manufacturer that relies on the Internet to build new car designs for an individual from prototypes to marketable vehicles much faster than ever before possible. b. president and CEO of Model E. "Think of Model E as the Dell of the auto industry. a. Answer: a Page: 190 Rationale: Mass customization is tailoring goods or services (their eyeglasses) to the tastes of individual customers on a high volume scale. c. target marketing. a customer does not have the ability to specify an unlimited number of features. built-to-order (BTO). c. using a system that eliminates the need to try on countless pairs of eyeglasses to find the right one. b. repositioning. mass customization. e. launch. 9-39 BUILD-TO-ORDER DEFINITION __________ is manufacturing a product only when there is an order from a customer. you should recognize that Model E relies on: a. repositioning.9-38 MASS CUSTOMIZATION APPLICATION Paris Miki enables customers to help design their own eyeglasses. b. and direct delivery. . From this quote. c. It is very similar to mass customization. perceptual mapping. This is an example of: a. Answer: e Page: 190 Rationale: The comparison of the Model E to Dell is the phrase that should remove any doubt from students' minds about what kind of business this is. d. a one-product-one-market-segment strategy. e. synergy. e. mass aggregation. d. but because of production issues. d. designing products based on what consumers truly want and leveraging best-in-class components and micro-factory approaches for rapid design. how the 80/20 rule is implemented.

d. more tax revenues for government. performing organizational functions more efficiently. d. the ability to be exposed to more informative advertising messages. the increased customer value achieved through performing organizational functions more efficiently.9-41 SYNERGY DEFINITION Marketing strategies provide the organization with __________. c. higher trade-in values for older model cars. e. the increased customer value achieved through performing organizational functions more efficiently. b. lower prices. a. e. improved quality on existing products. 9-42 SYNERGY CONCEPTUAL The ultimate criterion in segmenting markets is that__________ as a result of increased synergy. larger rebates at the point of sale. but the ultimate criterion is that customers should be better off as a result of increased synergies. utopianization innovation dichotomy transmogrification synergy Answer: e Page: 190 Rationale: The key to successful product differentiation and market segmentation strategies is finding the ideal balance between satisfying a customer’s individual wants and achieving organizational synergy. investors should make more money executives should get larger salaries products should be made more cheaply customers should be better off the government should collect more taxes Answer: d Page: 190 Other Location: web Rationale: The synergy called “increased customer value” can take the form of more products. DEFINITION Answer: a Page: 190 Rationale: Key term definition—synergy 530 . a. c. b. c. d. b. e. 9-43 SYNERGY Synergy is the increased customer value achieved through: a. easier access to product through improved distribution. and so on.

d. e. develop a market-product grid DEFINITION Answer: b Page: 191. c. a.9-44 MARKETING NEWSNET CONCEPTUAL To create a _________ strategy. recognize a need. b. d. tailoring goods or services to the tastes of individuals on a high-volume scale. This website would particularly appeal to people who exercise regularly and are very aware of what shoe styles fit comfortably on their feet. c.com allows customers to visit its website and design a sneaker to their own personal specifications. This would be descriptive of which type of market segmentation variable? a. b. c. e. cmax. form prospective buyers into groups. b. create product groupings. 9-45 MARKETING NEWSNET CONCEPTUAL Cmax. and (5) take marketing actions to reach target markets. product sampling product extrapolation mass customization usage segmentation psychographic segmentation Answer: c Page: 191 Rationale: Today’s Internet ordering and flexible manufacturing and marketing processes have made mass customization possible. 9-46 SEGMENTING AND TARGETING MARKETS The first step in segmenting and targeting markets is to: a. . e. Figure 9-3 Rationale: The process of segmenting and targeting markets involves five key steps: (1) form prospective buyers into segments.com allows customers to visit its website and design a sneaker to their own personal specifications. (2) form products to be sold into groups. psychographic demographic socioeconomic usage behavior Answer: a Page: 192 Other Location: web Rationale: Psychographic segmentation is used to divide people according to activities (exercise) and interests (comfort and technology). (4) select target markets. estimate size of the overall market. d. (3) develop a marketproduct grid and estimate size of markets.

What should a marketer do once he or she has selected a target market? a. 532 . makes it easiest to reach the segment. c. This multiple product and multiple market segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments? a. So these restaurants will need to have their regular salad bar plus a special salad bar for the allergies segment. (4) select target markets. create product groupings develop a market-product grid estimate size of market take marketing actions to reach that target market form prospective buyers into market segments Answer: d Page: 192. e. recognizes different needs of buyers among different segments. (3) develop a marketproduct grid and estimate size of markets. 9-48 CRITERIA FOR FORMING SEGMENTS APPLICATION Between two and three percent of the population have some degree of allergic reaction. c. e. and (5) take marketing actions to reach target markets. e. and the high cost of running a duplicate salad bar. d. Restaurants might consider people with these "allergies" as a separate segment. CONCEPTUAL Answer: e Page: 192 Rationale: One of the best criteria to use in forming segments is the opportunity for increased profits and ROI. b. maximizes the opportunity for future profit and return on investment. instrumentality of sufficient marketing objectives to ignore that segment different needs of buyers among different segments similarity of needs of potential buyers within a segment simplicity and cost of assigning potential buyers to segments potential for increased profit and ROI Answer: e Page: 192 Rationale: The segment would probably not be profitable—given the size of the market. 9-49 CRITERIA FOR FORMING SEGMENTS The best segmentation approach is the one that: a. (2) form products to be sold into groups. recognizes similarities of needs of potential buyers within a segment. d. the limited benefit to consumers in the segment.9-47 SEGMENTING AND TARGETING MARKETS DEFINITION There are five steps involved in segmenting and targeting a market. b. b. usually mild. Figure 9-3 Rationale: The process of segmenting and targeting markets involves five key steps: (1) form prospective buyers into segments. d. to preservatives used in salad bars. is simplest and least costly in assigning potential buyers to segments. c.

simplicity and cost of assigning potential buyers to segments. feasibility of marketing actions to reach the segment. Reaching a segment requires a simple but effective marketing action. c. potential for increased profit and ROI. d. “Reaching a segment requires a simple but effective marketing action. If no such action exists. different needs of buyers among different segments. d. potential for increased profit similarity of needs of potential buyers within a segment competitive position potential of a marketing action to reach a segment simplicity and cost of assigning potential buyers to segments CONCEPTUAL Answer: c Page: 192 Rationale: Competitive position is a reason for selecting a market. 9-52 FORMING SEGMENTS Which of the following is NOT a criterion used in forming segments? a. . similarity of needs of potential buyers within a segment. b. don't segment. 9-51 CRITERIA FOR FORMING SEGMENTS CONCEPTUAL When Mikki asked her father for his advice about marketing software for the disabled. A different segment usually requires a different marketing action that means greater costs. If no such action exists. c. he told her. it is best to combine segments and reduce the number of marketing actions. combine them into fewer segments. c. b. d. a marketer should __________ to reduce the number of marketing actions. If increased sales don’t offset extra costs. b. don’t segment. e. Answer: a Page: 192 Rationale: One of the five criteria to use in forming segments is the potential of a marketing action to reach a segment. e. increase the advertising budget try direct mail instead of broadcast advertising cancel current activities combine segments discontinue offering the good or service Answer: d Page: 192 Rationale: There should be a difference of needs of buyers among segments. If the needs of the various segments aren’t very different.” Mikki's father is expressing concern about the: a. a.9-50 CRITERIA FOR FORMING SEGMENTS CONCEPTUAL A different market segment usually requires a different marketing action that in turn means greater costs. If increased revenues don't offset extra costs. not for segmenting it. e.

b. diversify their interests c. demand frequency demand volume demand characteristics customer characteristics customer lifestyles Answer: d Page: 192 Rationale: Two kinds of variables are generally used to segment consumer markets: (1) customer characteristics and (2) buying situations. not for segmenting it. maximize internal considerations b. d. d. e. optimize their different needs d. e. potential for increased profit similarity of needs of potential buyers within a segment difference of needs of buyers among segments cost of reaching the segment simplicity and cost of assigning potential buyers to segments CONCEPTUAL Answer: d Page: 192 Rationale: Cost of reaching the segment is a reason for selecting a market. a.9-53 FORMING SEGMENTS Which of the following is NOT a criterion used in forming market segments? a. This means being able to recognize the characteristics of potential buyers and __________ without encountering excessive costs. 9-54 FORMING SEGMENTS CONCEPTUAL A marketing manager must be able to put a market segmentation plan into effect. b. ignore any and all similarities Answer: d Page: 192 Rationale: A marketing manager must be able to put a market segmentation plan into effect. 9-55 CONSUMER SEGMENTATION VARIABLES DEFINITION Two general categories used to segment consumer markets are __________ and buying situations. assign them to a segment e. 534 . c. a. This means being able to recognize the characteristics of potential buyers and then assigning them to a segment without encountering excessive costs. c.

d. c. demographics and buying situation. Answer: d Page: 192 Rationale: Two kinds of variables are generally used to segment consumer markets: (1) customer characteristics and (2) buying situations. which would mean that the easiest market to target would be North Carolinians. c. d. In China KFC sells a much spicier chicken the farther away its restaurants are from the coastal areas. age behavior socioeconomic geographic perceptual Answer: d Page: 247 Other Location: web Rationale: The key phrase is North Carolina barbecue sauce. e. She wants to target local people who like the special blend of flavors found only in North Carolina mustard-based barbecue sauce. c.Q. They are: a. Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. 9-57 SEGMENTATION BY REGION APPLICATION Which of the following statements demonstrates the formation of a segment based on region? a.9-56 CONSUMER SEGMENTATION VARIABLES CONCEPTUAL Variables used to segment markets can be divided into two general categories. b. A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area. . buying products and customer characteristics. a company that makes Tongue Tinglin' B. b. b. GE built a downsized microwave oven to hang under kitchen cabinets.B. e. A fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays. d. customer characteristics and buying situations. psychographics and demographics.. e. The easiest method for segmenting her market is to use __________ segmentation variables. Inc. 9-58 SEGMENTATION BY REGION APPLICATION Doris Lewis owns Lewis Edibles. psychographic variables and buying power. Sauce. a. Answer: a Page: 192 Rationale: KFC has discovered that to be successful in globalization it must be willing to adapt to the taste preferences of different regions.

d. Answer: a Page: 192 Rationale: Psychographic includes consumer activities and interests—country music. usage rates. regional demographic lifestyle geographic psychographic Answer: b Page: 192 Rationale: Household size is a demographic variable. d. In order for its concerts to be a success it needs to know that Western Canadians like country music and that a country music event in Eastern Canada is much more likely to have empty seats. usage patterns. b. c. Answer: d Page: 192 Other Location: web Rationale: Age is a commonly used demographic segmentation variable. This consumer behavior requires Universal Concerts to segment its Canadian market according to: a. b. 9-61 SEGMENTATION BY DEMOGRAPHICS APPLICATION When the Benihana Frozen Foods Corporation began to offer its Famous Restaurant Classics meals in single serving packages. usage rate and demographic characteristics. e. 536 . psychographic characteristics. c. a. demographic and geographic characteristics. it was relying on a __________ segmentation variable to define a market based on serving size. e.9-59 SEGMENTATION BY REGION APPLICATION Universal Concerts is planning on bringing a series of concerts to Canada next year. d. lifestyle and demographic characteristics. demographic characteristics. demographic characteristics. 9-60 SEGMENTATION BY DEMOGRAPHICS APPLICATION Modern Maturity magazine is a publication that is sent to all AARP members who by organization definition have to be at least 50-years-old to join. b. c. e. buyer situations. There are different music preferences in east and west Canada. geographic and psychographic characteristics. The market segment for Modern Maturity magazine was defined by: a.

race. e. e. usage behavior demographic buying situation psychographic Answer: c Page: 192 Rationale: Residence tenure is a demographic variable. d. such as gender. age. gender. c. Whether the prospect is a homeowner indicates the use of which type of consumer segmentation variable? a. not consumer markets. household size. c. e. b. d. personality gender usage state needs MSA DEFINITION Answer: b Page: 192 Rationale: Demographics are observable differences among people. 9-64 SEGMENTATION BY DEMOGRAPHICS All of the following are consumer demographic variables EXCEPT: a. . NAIC code. DEFINITION Answer: c Page: 192 Rationale: Alternative c is a segmentation variable for organizational.9-62 SEGMENTATION BY DEMOGRAPHICS APPLICATION When a telemarketer calls to sell a consumer vinyl siding for his or her home. c. race. household size. 9-63 SEGMENTATION BY DEMOGRAPHICS Which of the following is a demographic variable? a. the first question the telemarketer asks is if the person answering the phone is a homeowner. age. b. b. and so on. d.

a. c. regional demographic socioeconomic geographic psychographic Answer: b Page: 192 Rationale: Demographics are observable differences among people. b. race. 538 . Since the apparent target of these is traditional families. household size. e. GE built a downsized microwave oven to hang under kitchen cabinets. d.9-65 SEGMENTATION BY DEMOGRAPHICS APPLICATION The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state. Answer: b Page: 192 Rationale: Household size is a demographic customer characteristic. and restyled it to hang under cabinets. A fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays. b. and so on. Because smaller households have smaller kitchens. 9-66 SEGMENTATION BY DEMOGRAPHICS APPLICATION Which of the following statements demonstrates the formation of a segment based on household size? a. A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area. d. Campbell's makes spicier nacho cheese sauce for its distributors in Texas than it does in Maine. e. c. GE downsized its microwave oven. Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. such as gender. age. it appears the State of Alabama Board of Tourism has segmented the market using __________ variables.

psychographic Answer: e Page: 192 Rationale: Household size is a demographic variable. d. 9-68 SEGMENTATION BY DEMOGRAPHICS. Nature's Sketchbook. but because the campaign is trying to appeal to people who don't like the restrictions of a sedan. Mahogany. usage rate demographic. a. race. c. and so on. c. demographic psychographic. e. such as gender.9-67 SEGMENTATION BY DEMOGRAPHICS APPLICATION At a Hallmark store you can find several different product lines of greeting cards. b. a. b. usage rate demographic. and who enjoy freedom and independence. and Tree of Life cards—all made by Hallmark for sale in its stores and intended to appeal to different target markets. household size. The Mahogany line is designed to appeal to African-Americans. e. Shoebox. Maxine. This is an example of __________ segmentation. it is relying on __________ segmentation. who want to be able to pack up and leave at a moment's notice. d. it would be using __________ segmentation. socioeconomic. It invites people who want ultimate people-carrying and gear-storing capabilities “to be outfitted with the most far-reaching sports utility vehicle on earth. The attitude that sedans are inadequate and that freedom and independence are desirable reflect psychographic segmentation variables. age. regional demographic lifestyle geographic psychographic Answer: b Page: 192 Rationale: Demographics are observable differences among people. including Fresh Ink. PSYCHOGRAPHICS APPLICATION Ford Motor Company uses the slogan “No Boundaries” for its ad campaigns for Ford SUVs. . lifestyle geographic.” If the SUV campaign were simply geared to household size.

c. d. DEFINITION Answer: d Page: 192 Rationale: Psychographic characteristics include personality (gregarious. psychographic. interests. race. psychographic variables. sociocultural. compulsive) and lifestyle (consumer activities.9-69 SEGMENTATION BY PSYCHOGRAPHICS Magazines like Fitness. 9-70 SEGMENTATION BY PSYCHOGRAPHICS APPLICATION Nike recently debuted the Air Jordan XVII with a price tag of $200. opinions) describe this segmentation variable Nike is using. 540 . introverted. opinions). show them the shoes. e. demographic variables. keep them under their bed and when friends come over. demographic. Psychographic characteristics like personality (gregarious. and household size. interests. c. c. age.” people who buy the shoes. e. introverted. b. interests. a. demographics psychographics usage benefits sought behavior Answer: b Page: 192 Other Locations: web Rationale: Alternative a refers to gender. b. 9-71 SEGMENTATION BY PSYCHOGRAPHICS Consumer activities. Golf Digest. APPLICATION Answer: e Page: 192 Rationale: Lifestyle is a psychographic variable. consumer behavior. Alternatives c. and e describe buying situation variables. age. Nike is targeting a market it identifies as “keepers. These magazines are designed to appeal to people who enjoy certain lifestyles. e. geographic. compulsive) and lifestyle (consumer activities. Selling to the market segment called “keepers” probably means that Nike is using which of the following types of customer characteristic variables to segment this market? a. and Health all use a ____________________ segmentation strategy. psychological variables. for example. attitudes. d. Field & Stream. b. and opinions are considered: a. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox. d. d.

and each is intended to appeal to different target markets. d. education and occupation. Nature's Sketchbook. b. Shoebox. which is a significantly lower price than some of the other Hallmark brands sell for. Census and include: a. c. Answer: a Page: 192 Rationale: Customer characteristics used in segmenting consumer markets include geographic. c. the MBA. psychographics. psychographic behavior buying situation socioeconomic geographic Answer: d Page: 192 Rationale: Socioeconomic variables include income. e. and Tree of Life cards—all cards made by Hallmark for sale in its stores and intended to appeal to different target markets. Mahogany. education and occupation. a. buying situation. usage rate.99. b. time of purchase. the MS-Integrated Marketing Communication. . the MS-Marketing Strategy. c. e. psychographic behavior buying situation socioeconomic geographic Answer: d Page: 192 Rationale: Socioeconomic variables include income. The MBA and MS degrees are targeted to people who already have a bachelor’s degree and are examples of __________ segmentation.9-72 SEGMENTATION BY SOCIOECONOMIC APPLICATION At a Hallmark store you can find several different product lines of greeting cards. socioeconomic variables. Maxine. demographics.S. 9-73 SEGMENTATION BY SOCIOECONOMIC APPLICATION At the Daniels College of Business many different degrees are offered such as the Bachelor of Science. type of retail store used. d. including Fresh Ink. e. b. and psychographic characteristics. The Shoebox line sells for $. a. The Shoebox line is designed to appeal to people on limited budgets and is an example of __________ segmentation. 9-74 SEGMENTATION BY CUSTOMER CHARACTERISTICS DEFINITION Several customer characteristics used in segmenting consumer markets are based on those from the 2000 U. d.

buying situation usage rate demographics time of purchase type of retail store used Answer: c Page: 192 Rationale: Customer characteristics used in segmenting consumer markets include geographic.S. d. and e describe customer characteristics. b. usage rate.” people who buy the shoes. Census and include: a. e. geographic variables.9-75 SEGMENTATION BY CUSTOMER CHARACTERISTICS DEFINITION Several customer characteristics used in segmenting consumer markets are based on those from the 2000 U. b. 9-76 SEGMENTATION BY CUSTOMER CHARACTERISTICS DEFINITION Several customer characteristics used in segmenting consumer markets are based on those from the 2000 U. e. b. c. Selling to the market segment called “keepers” probably means that Nike is using which of the following types of buying situation variables to segment this market? a. demographics psychographics geographic benefits sought socioeconomic Answer: d Page: 193 Rationale: Alternatives a. 542 . b. 9-77 SEGMENTATION BY BENEFITS SOUGHT APPLICATION Nike recently debuted the Air Jordan XVII with a price tag of $200. Census and include: a.S. and psychographic characteristics. socioeconomic variables. e. keep them under their bed and when friends come over. demographics. show them the shoes. time of purchase. The benefit would be the ability to show the shoes and hopefully to have something that no one else did. c. demographics. Answer: b Page: 192 Rationale: Customer characteristics used in segmenting consumer markets include geographic. socioeconomic variables. d. type of retail store used. Nike is targeting a market it identifies as “keepers. and psychographic characteristics. buying situation. d. c. c. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox.

aching. c. c. you should realize the product is using a __________ segmentation strategy. geographic socioeconomic benefits sought product knowledge demographic Answer: c Page: 193 Other Location: web Rationale: Nyquil is appealing to people who suffer from colds and who would really like to sleep and feel better. 9-80 SEGMENTATION BY BENEFITS SOUGHT APPLICATION Nyquil advertises that it alleviates “the nighttime. a. sneezing. e. geographic socioeconomic benefits sought product knowledge demographic Answer: c Page: 193 Rationale: Benefits sought is a situational characteristic. e. b. d. General Foods was trying to get consumers to think about how drinking a cup of rich-flavored coffee is indulgent. 9-79 SEGMENTATION BY BENEFITS SOUGHT APPLICATION The slogan for General Foods International Coffee is “It Stirs the Soul. d. a. e. Customers and prospects for the Sleep Number bed are seeking the benefit of a better night's sleep. d.” Based on that trademarked slogan. b. you know that Select Comfort uses __________ segmentation. coughing. c. stuffy head. benefits sought psychographic demographic socioeconomic behavior Answer: a Page: 193 Other Location: web Rationale: Benefits sought includes product features and customer needs. . a. fever” and helps you get the rest you need to get better. “5 Reasons Why You'll Sleep Better on a Sleep Number Bed. Nyquil uses a segmentation strategy based on __________ variables. b. sniffling.” From this information.9-78 SEGMENTATION BY BENEFITS SOUGHT APPLICATION The headline of the ad for the Sleep Number bed by Select Comfort read.

Answer: d Page: 193 Rationale: British Airways is offering customers important benefits in time. Reynolds responded to this problem by creating Pot Lux cookware. e. BA's strategy is an example of segmenting the market by: a. British Airways (BA) has grown market share for its transatlantic business class by offering greater comfort. so that very few business people are authorized to fly first class. Other airlines are rushing to compete because BA has captured market share in this profitable segment at their expense. lifestyle. industry sector. d. It is easy to forget to take the bowl that you brought to the dinner home with you. benefits sought. a. breads. b. and desserts and all share the food. b. life stage. c. e. Despite the shrinking pool of business-class travelers. Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule. vegetables.” 9-82 SEGMENTATION BY BENEFITS SOUGHT APPLICATION Many companies have cut travel budgets. The slogan Reynolds uses with this new product says it all. user status benefits sought demographics family size 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. 544 . They are able to rest during the flight and to work more effectively upon arrival. psychographics. “Make every dish forgettable. attractive and inexpensive disposable dishes for transporting food. c. d. Reynolds has recognized how to use _________ variables to segment its market.9-81 SEGMENTATION BY BENEFITS SOUGHT APPLICATION Many families today hold potluck meals during holidays or special events. Participants bring casseroles.

usage benefits sought demographics family size geographic Answer: a Page: 193 Rationale: Pepperidge Farm is trying to change light users into medium users and medium users into heavy users. the quantity of beer consumed caused Miller to change its marketing message to appeal to the men 18 to 30 years of age—the heavier users. consumption rate. inventory. b. c. trial. c. Pepperidge Farm's ads advise consumers of this bread that this new product. usage rate. “doesn't go with breakfast." and ads showed elegant women in long white dresses sipping beer from crystal goblets. benefits sought usage product awareness buyer intentions buying condition Answer: b Page: 193 Rationale: The quantity consumed or patronage (store visits) during a specific period is called usage rate. c. . The company realizes most people who eat toast for breakfast. see it as a side dish.” Which segmentation variable is being used in this example? a.9-83 SEGMENTATION BY USAGE APPLICATION Pepperidge Farm has developed a new thick-sliced French Toast Swirl bread. Then the company discovered that most beer in the U. and it changed the thrust of its marketing message to reflect the more productive target market. is consumed by men 18 to 30 years of age. e. What segmentation variable has it focused on with the newer approach? a.S. It is breakfast. e. d. b. e. d. Answer: c Page: 193 Rationale: Key term definition—usage rate 9-85 SEGMENTATION BY USAGE APPLICATION Miller beer once called itself "the champagne of bottled beer. turnover. b. d. In this case. 9-84 SEGMENTATION BY USAGE DEFINITION The quantity consumed or patronage (store visits) during a specific period is called: a.

usage demographic behavior lifestyle life stage Answer: a Page: 193 Rationale: Usage rate refers to the quantity consumed. Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. Its market share has been steadily declining as consumers began associating it with something their grandfather ate. 546 . or their bowl of soup as a delicious addition. Post recently launched a campaign to increase consumption of the cereal by inviting consumers to try the crunchy cereal on top of their yogurt. Post was trying to convince people who had never tried the cereal to try.9-86 SEGMENTATION BY USAGE APPLICATION Which of the following statements demonstrates the formation of a segment based on usage? a. c. the restaurant appears to have insufficient usage (patronage. Campbell's soup makes spicier nacho cheese sauce for its distributors in Texas than it does in Maine. In this case. GE built a downsized microwave oven to hang under kitchen cabinets. d. which Post is trying to increase by suggesting other product uses. c. d. Post is using which segmentation variable to define its target market? a. e. and more potential usage for breakfast on weekends. 9-87 SEGMENTATION BY USAGE APPLICATION Post Grape-Nuts cereal has been marketed since early in the 20th century. e. A fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays. b. and people who were familiar with the product to use it a variety of different ways. Answer: d Page: 193 Rationale: The quantity consumed or patronage (store visits) during a specific period is called the usage rate. b. A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience Top 40 station in the area. during weekdays). their salad.

psychographics. Its market is segmented by: a. e. e. usage. and twenty percent will not. c. eighty percent of a firm's sales are obtained from twenty percent of its customers. d. b. family size. "more than 1. When the customer has accumulated enough marks. e. 9-90 80/20 RULE The 80/20 rule is a concept. eighty percent of a firm's products will ultimately be sold at the original markup price. c. family size. usage. b.000 miles per week. This is an example of segmentation by: a. Every time a customer purchases a gallon of this brand and gives the clerk his or her Golden Gallon card. demographics. 9-89 SEGMENTATION BY USAGE APPLICATION Golden Gallon convenience stores sell Golden Gallon brand milk.000 miles per week" is a measure of usage rate. then he or she gets a free gallon of milk. eighty percent of a firm's first time users will become brand loyal and twenty percent of the firm's first time users will use the product only once. eighty percent of a firm's expenditures are tax deductible and twenty percent are not. benefits offered. Answer: a Page: 193 Rationale: The quantity consumed or patronage—store visits—during a specific period is the usage rate. benefits offered. Answer: a Page: 193 Rationale: The quantity consumed or patronage—store visits—during a specific period is the usage rate. In this case. demographics. the card is punched. which suggests: a. d. DEFINITION Answer: c Page: 194 Other Location: web Rationale: Key term definition—80/20 rule . psychographics. In this case. b.9-88 SEGMENTATION BY USAGE APPLICATION A national car rental firm targets 50 percent of its advertising to salespeople who travel more than 1. the heavier users are those that get the Golden Gallon card punched enough to obtain a free gallon of milk. c. and twenty percent should be reserved for emergency demand. eighty percent of a firm's inventory should be readily available. d.

eighty percent of a firm's sales are obtained from twenty percent of its customers. geographic psychographic benefits sought behavior usage Answer: e Page: 194 Other Locations: web Rationale: According to the 80/20 rule. segmenting its market according to consumer interest. b. This is an example of what classic concept? a. e. segmenting its market according to consumer needs. d. augmenting its market. segmenting its market based on the 80/20 rule. the rule is accurate in that there are heavy users of some products and services and a relatively small proportion of the buying public is responsible for a majority of the sales of those products. 9-92 80/20 RULE DEFINITION The 80/20 rule is most closely related to which consumer segmentation variable? a.9-91 80/20 RULE APPLICATION Todd Harris and Associates. Answer: b Page: 194 Rationale: Research has shown that approximately 80 percent of an organization's sales are accounted for by 20 percent of its customers. discovered from analysis of its files that one-fifth of its clients accounted for more than three-quarters of its fees and commissions. While the percentages are merely meant as a guideline. e. 9-93 80/20 RULE APPLICATION If the owners of a bakery want to increase sales of its baked goods by directing its marketing efforts towards the relatively small number of consumers who are responsible for the majority of the baked goods sold. 548 . b. c. segmenting its market based on family size. a New York sales promotion agency. it would be: a. b. d. e. c. the law of inverse proportions the 80/20 rule the survival of the fittest the law of eminent domain the primogeniture rule Answer: b Page: 194 Rationale: The 80/20 rule is a concept that suggests 80 percent of a firm’s sales are obtained from 20 percent of its customers. d. c.

socioeconomic. benefits sought. warranty) and usage (heavy user. usage rate. b. 9-96 SEGMENTATION BY BUYING SITUATION One buying situation used in segmenting consumer markets is: a. nonuser). c. a. e. c. geographic. b. d. quality. nonuser). d. service. psychographics. b. geographic. demographics.9-94 FREQUENCY MARKETING DEFINITION Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly—a technique sometimes called__________. d. DEFINITION Answer: b Page: 194 Rationale: Buying situations include benefits sought (product features. light user. e. . warranty) and usage (heavy user. service. c. psychographics. socioeconomic. quality. e. light user. DEFINITION Answer: b Page: 194 Rationale: Buying situations include benefits sought (product features. demographics. convenience marketing quality marketing frequency marketing quantity marketing benefit marketing Answer: c Page: 193 Rationale: Text term definition—frequency marketing 9-95 SEGMENTATION BY BUYING SITUATION One buying situation used in segmenting consumer markets is: a.

550 . prospects. are called: a. leads. cold leads nonqualified prospects remote chances undefined prospects nonprospects Answer: e Page: 194 Rationale: Among nonusers of a product. b. Answer: d Page: 194 Rationale: Among nonusers of a product. e. and most likely never will. d. undefined prospects. e. 9-99 PROSPECTS DEFINITION People who use the type of good or service your firm sells although they do NOT use your firm's product now are called: a. Answer: c Page: 194 Rationale: Consumers who use a product category but not a particular brand are viewed as prospects. d. undefined prospects. c. and are never likely to become users. c. b. people who might become users are prospects and people who are never likely to become users are nonprospects.9-97 NONPROSPECTS DEFINITION People who do NOT use a firm's product or service. people who might become users are prospects and people who are never likely to become users are nonprospects. d. a. nonqualified prospects. disenfranchised prospects. e. b. are __________. nonprospects. leads. c. 9-98 NONPROSPECTS APPLICATION The 11 percent of adult Americans who don't go to fast-food restaurants in a typical month. non-prospects. ultimate consumers.

9-101 ORGANIZATIONAL MARKET SEGMENTATION APPLICATION Evergreen Air Center in Marana. the companies storing their planes at the facility want the planes preserved—a benefit sought.000 people.000 a month for its storage service. Arizona. b. and number of employees are examples of ways to: a. This would be segmenting the market by __________ variables. segment a consumer market. Also. c. Imagine that the agency decided the singer would not perform at venues located in communities that had less than 100. is the world's biggest parking lot for unwanted commercial aircraft. Answer: c Page: 195 Rationale: There are a number of variables that might be used to segment organizational markets including location. nature of good psychographic location usage buying condition Answer: c Page: 195 Rationale: Population density is closely related to MSA classifications. dry air where the operation is located serves as a cheap and effective airplane preservative. c. the location segmentation variable. a. b. e. Which organizational segmentation variable might Evergreen use to segment its market? a. get around gatekeepers and reach buyers. and benefits sought. d.9-100 ORGANIZATIONAL MARKET SEGMENTATION DEFINITION Variables such as location. NAICS code. promote buyer loyalty. b. e. e. the North American Industry Classification System (NAICS) code. forecast sales to a consumer market. The warm. c. 9-102 ORGANIZATIONAL MARKET SEGMENTATION APPLICATION William Morris talent agency represents country singer Trace Adkins in negotiations with various venues in which he could perform. Airlines pay from $750 to $5. . segment an organizational market. d. d. number of employees (related to usage). NAICS codes and benefits sought number of locations and benefits sought location and demographics NAICS sectors and number of locations number of employees and population density Answer: a Page: 195 Rationale: The NAICS sectors would reveal other companies that fly commercial planes that might be interested in Evergreen's services.

9-103 ORGANIZATIONAL MARKET SEGMENTATION

APPLICATION

Australia-based Renewable Energy Ltd. sells a device that converts manure into energy. One of the $10 million devices is capable of generating energy equal to $2 million of natural gas per year. The company believes its target market is businesses that use a lot of energy like its first customer, a fertilizer manufacturer, and that are located in rural areas. It will use which of the following strategies to segment its market: a. b. c. d. e. benefits sought and geographic. number of employees and benefits sought. purchase location and purchase type. NAICS codes and location. benefits sought and NAICS codes.

Answer: d Page: 195 Rationale: Renewable Energy could use NAICS codes to locate other fertilizer manufacturers and location segmentation because prospects need to be in rural areas where there is a ready supply of manure. 9-104 ORGANIZATIONAL SEGMENTATION BY LOCATION APPLICATION

When evaluating entry into the large Boston market, Seattle-based Starbucks Coffee Company found that Coffee Connection, a well-established local chain, already occupied many prime locations. Starbucks entered the market anyway because it based its decision on: a. b. c. d. e. number of employees, a geographic variable. the NAICS code, a demographic variable. population density, a location variable. nature of good, a customer characteristic variable. buying conditions, a demographic variable.

Answer: c Page: 195 Rationale: Coffee Connection was a strong competitor: well-established, locally owned, and occupying excellent locations. However, Starbucks' criteria still favored entry. Boston is a large market (population density-a location variable), with potential for growth in coffeehouses owing to many students and young professionals. Starbucks bought Coffee Connection and converted its locations to reach the segment faster and more effectively. None of the pairings in the alternatives is a correct combination except alternative c.

552

9-105 ORGANIZATIONAL MARKET SEGMENTATION

APPLICATION

Harmony Products makes fertilizers used on golf courses. Which organizational market segmentation variable would provide the greatest benefit to the organization? a. b. c. d. e. NAICS codes annual sales buying condition nature of good number of locations

Answer: a Page: 195 Rationale: Organizational market segmentation variables include location, NAICS code, number of employees, and benefits sought. In this case, Harmony could use the NAICS codes to find golf courses to sell its fertilizers to. 9-106 ORGANIZATIONAL MARKET SEGMENTATION CONCEPTUAL

Which of the following is NOT a basis used to segment organizational markets? a. b. c. d. e. location psychographic NAICS code number of employees benefits sought

Answer: b Page: 195 Rationale: Organizational market segmentation variables include location, NAICS code, number of employees, and benefits sought. Alternative b is a segmentation variable for consumer markets. 9-107 ORGANIZATIONAL MARKET SEGMENTATION APPLICATION

Best Foods Company is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise. One criterion management wants to use to evaluate potential new geographic market segments is whether new equipment must be bought to serve each new segment. This is an example of which criterion used to pick new target market segments? a. b. c. d. e. Best Food's competitive position in the segment Best Food's created product groupings expected growth of the market segment size of the market segment compatibility with Best Food's objectives and resources

Answer: e Page: 195 Rationale: New equipment to reach a new market segment relates to the organization's resources.

9-108 PRODUCT GROUPING

DEFINITION

__________ occur(s) when products are put into meaningful categories so buyers can relate to them. a. b. c. d. e. Market-product combinations Categorical marketing 80/20 grouping Product groupings Organizational segmentation

Answer: d Page: 195 Rationale: Products are put into meaningful categories using product grouping, so buyers can relate to them. 9-109 PRODUCT GROUPING APPLICATION

Hallmark groups its products into five categories. They are flowers and gifts, cards and e-cards, Hallmark collectibles, gift wrappings, and photo albums and scrapbooks. Why does Hallmark use product groupings? a. b. c. d. e. The groupings increase the number of market-product combinations on the market-product grid into a more manageable framework for subsequent analysis. Consumers buy more in illogically organized environments. The products are grouped into meaningful categories using product grouping so buyers can relate to these products. Product groupings can be generated quantitatively to show which adhere to the 80/20 rule. All of the above are reasons why Hallmark would use product groups.

Answer: c Page: 195 Rationale: Products are put into meaningful categories using product grouping, so buyers can relate to them. 9-110 PRODUCT GROUPING APPLICATION

In developing a marketing strategy for Hallmark the company decides that what it was really selling was memory keeping, and not photo albums, scrapbooks, and related supplies. Thus, store layouts are defined to reflect this buyer experience, rather than a collection of books and related supplies. This is an example of: a. b. c. d. e. target market selection. product grouping. market-product grid development. taking marketing actions to reach target markets. market segmentation of prospects.

Answer: b Page: 195 Rationale: Products are put into meaningful categories (memory keeping) using product grouping (putting the photo albums, scrapbooks, and related supplies together in the store), so buyers can relate to them.

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photo albums and such into one product group because: a. This is part of the process for: a. d. its competitors engage in no product groupings. e. (3) competitive position. 9-112 MARKET-PRODUCT GRID CONCEPTUAL In developing a marketing strategy for your Wendy's restaurant. d. Answer: b Page: 195 Other Location: web Rationale: Products are put into meaningful categories (items used to record memories) using product grouping (the scrapbook supplies and photo albums). (5) compatibility with the organization’s objectives and resources. customers relate to them better since all of these products may be used to record memories. you determine that as many as 400 lunches per day are purchased by local college students who commute and eat at your restaurant. d. In this case. b. developing a market-product grid and estimating size of markets. c. e. repositioning a product. 9-113 SELECTING TARGET SEGMENTS Which of the following is a criterion used for selecting a target segment? a. b. so buyers can relate to them. size of the market expected growth cost of reaching the segment compatibility with the organization’s objectives and resources All of the above are used for selecting a target segment. competitors relate to them better for benchmarking purposes. implementing the 80-20 rule. CONCEPTUAL Answer: e Page: 197 Rationale: The five criteria to use in actually selecting the target segments are: (1) market size. the commuter student-lunch cell is being estimated. c. . it is more profitable to define product groupings in terms of large market segment because it reduces manufacturing and marketing costs. forming products to be sold into groups. c. Answer: c Page: 196 Rationale: Estimating how many lunches (product) per day a market (commuter students) will eat at your restaurant is one of the activities in the process of developing a market-product grid and estimating the size of markets in each of the cells in the grid. b. implementing a harvesting strategy. (2) expected growth. (4) cost of reaching the segment. e. it is easier to estimate the industry sales for fewer market-product combinations.9-111 PRODUCT GROUPINGS APPLICATION Hallmark grouped its scrapbook supplies.

not for selecting one. Because it would be so small. e. cost of reaching the segment time required to create awareness need to conform to government regulations how long target market members have been customers amount of publicity likely to result Answer: a Page: 197 Other Location: web Rationale: There are two different kinds of criteria present in the market segmentation process: (1) those used to divide the market into segments. and compatibility with the organization's objectives and resources. this market would: a. 556 . (2) expected growth. e. c. and (2) those used in picking the target segments. d. 9-115 SELECTING TARGET SEGMENTS CONCEPTUAL Five general criteria are often used to pick target segments. size of the market similarities of needs of potential buyers competitive position cost of reaching the segment compatibility with the organization’s objectives Answer: b Page: 197 Rationale: Similarities of needs of buyers within a segment is a criterion for segmenting a market. What is the fifth criterion? a. c. not be compatible with the company's current resources. have no expected growth. e. The five criteria to use in actually selecting the target segments are: (1) market size. be accurately described by all of the above. be readily accessible to the firm's marketing programs. (3) competitive position.9-114 SELECTING TARGET SEGMENTS CONCEPTUAL Which of the following is NOT a criterion used for selecting a target segment? a. 9-116 SELECTING TARGET SEGMENTS APPLICATION A rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident. d. Answer: c Page: 197 Rationale: The market would grow as people continue skiing—although it may be slow growth. b. b. b. d. it would not be readily accessible by marketing programs. be very small. competitive position of the firm with respect to the market. In terms of the criteria used for selecting a target segment. expected growth of the market. This market would use the rehabilitation services that the company now provides. c. (4) cost of reaching the segment. They include the size of the market. (5) compatibility with the organization’s objectives and resources.

and (2) those used in picking the target segments. 9-118 SELECTING TARGET SEGMENTS Which of the following is a criterion for selecting a target segment? a. forming prospective buyers into segments. c. the more attractive the segment is. e. (4) cost of reaching the segment. (3) competitive position. e. Competitive position is a criterion for selecting a target market. This is an example of: a. b.9-117 SELECTING TARGET SEGMENTS APPLICATION In developing a marketing strategy for the newly released Nike Air Jordan XVII with a price tag of $200. . developing a market-product grid and estimating size of markets. selecting target market segments to reach. The less the competition. forming products to be sold into groups. similarity of needs of potential buyers within a segment difference of needs of sellers between segments feasibility of a marketing action to reach a segment amount of competition in the segment simplicity and cost of assigning potential buyers to segments CONCEPTUAL Answer: d Page: 197 Rationale: There are two different kinds of criteria present in the market segmentation process: (1) those used to divide the market into segments. b. c. d. d. Answer: a Page: 197 Rationale: A decision to concentrate on affluent teenagers is the selection of a target market segment. taking marketing actions to reach target markets. (5) compatibility with the organization’s objectives and resources. The five criteria to use in actually selecting the target segments are: (1) market size. (2) expected growth. Nike decided to concentrate on affluent teens rather than members of high school basketball teams.

Similarity of needs is a criterion for segmenting a market. Although the size of market in the segment may be small now. c. and (2) those used in picking the target segments. The five criteria to use in actually selecting the target segments are: (1) market size. (2) expected growth. (5) compatibility with the organization’s objectives and resources. e. 9-120 SELECTING TARGET SEGMENTS Which of the following is NOT a criterion for selecting a market segment? a. 558 . b. (3) competitive position. Expected growth is a criterion for selecting a target market. c. (4) cost of reaching the segment. and (2) those used in picking the target segments.9-119 SELECTING TARGET SEGMENTS Which of the following is a criterion for selecting a target market? a. (5) compatibility with the organization’s objectives and resources. similarity of needs of potential buyers expected growth competitive position cost of reaching the segment compatibility with the company's objectives CONCEPTUAL Answer: a Page: 197 Rationale: There are two different kinds of criteria present in the market segmentation process: (1) those used to divide the market into segments. e. (3) competitive position. perhaps it is growing significantly or is expected to grow in the future. (4) cost of reaching the segment. similarity of needs of potential buyers within a segment difference of needs of buyers between segments feasibility of a marketing action to reach a segment simplicity and cost of assigning potential buyers to segments expected growth of segment CONCEPTUAL Answer: e Page: 197 Rationale: There are two different kinds of criteria present in the market segmentation process: (1) those used to divide the market into segments. b. d. not for selecting one. The five criteria to use in actually selecting the target segments are: (1) market size. (2) expected growth. d.

a specialty food association. b. d. Answer: d Page: 197 Rationale: Alternative d is the final result in the process of segmenting and targeting markets. c. In developing a marketing strategy to sell her product line. Answer: d Page: 197 Other Locations: web Rationale: Alternative d is the final result in the process of segmenting and targeting markets. developed a market-product grid and estimating size of markets. Lewis has just: a. formed products to be sold into groups. selected target market segments to reach. c. a company that makes Tongue Tinglin' B. Answer: d Page: 197 Rationale: Alternative d is the final result in the process of segmenting and targeting markets. 9-123 TAKING MARKETING ACTIONS APPLICATION Kellie Johnson makes jams and jellies that sell under the brand name of Yesterday's Kitchen.. e. c. that advertises local products and distributes them to local supermarkets and gourmet shops. Inc. In developing a marketing strategy to sell her product line. e. she decided to buy an ad in the local shopper's newspaper that is well-read in her region of the country. Lewis decided to join Goodness Grows in North Carolina. d. Johnson has just: a. b.B. formed prospective buyers into segments. taken marketing actions to reach target markets. Johnson has just: a. d. taken marketing actions to reach target markets. selected target market segments to reach. e. . In developing a marketing strategy to sell the sauce. b. 9-122 TAKING MARKETING ACTIONS APPLICATION Kellie Johnson makes jams and jellies that sell under the brand name of Yesterday's Kitchen. formed prospective buyers into segments.9-121 TAKING MARKETING ACTIONS APPLICATION Doris Lewis owns Lewis Edibles. developed a market-product grid and estimating size of markets. she decided to package her jams and jellies with a tag that indicates the products have been hand-made. formed prospective buyers into segments. selected target market segments to reach. taken marketing actions to reach target markets. formed products to be sold into groups.Q. She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce. developed a market-product grid and estimating size of markets. Sauce. formed products to be sold into groups.

In developing a marketing strategy to sell her product line. selected target market segments to reach. Johnson has just: a. formed products to be sold into groups. b. formed prospective buyers into segments. e. 560 . d. 9-126 TAKING MARKETING ACTIONS APPLICATION Kellie Johnson makes jams and jellies that sell under the brand name of Yesterday's Kitchen. but also to ultimate consumers using a website. formed products to be sold into groups. d. formed products to be sold into groups. Johnson has just: a. developed a market-product grid and estimating size of markets. Answer: d Page: 197 Rationale: Alternative d is the final result in the process of segmenting and targeting markets. taken marketing actions to reach target markets. she decided to sell her product not only to retailers.9-124 TAKING MARKETING ACTIONS APPLICATION Kellie Johnson makes jams and jellies that sell under the brand name of Yesterday's Kitchen. e. she decided to develop a website so that she could sell her product all across the United States. developed a market-product grid and estimating size of markets. c. c. taken marketing actions to reach target markets. Answer: d Page: 197 Rationale: Alternative d is the final result in the process of segmenting and targeting markets. taken marketing actions to reach target markets. formed prospective buyers into segments. b. 9-125 TAKING MARKETING ACTIONS APPLICATION Kellie Johnson makes jams and jellies that sell under the brand name of Yesterday's Kitchen. In developing a marketing strategy to sell her product line. Johnson has just: a. Answer: d Page: 197 Rationale: Alternative d is the final result in the process of segmenting and targeting markets. b. formed prospective buyers into segments. selected target market segments to reach. c. e. In developing a marketing strategy to sell her product line. developed a market-product grid and estimating size of markets. selected target market segments to reach. d. she decided to hire an independent sales agent to sell her product on the East coast.

delivering a powerful new PC at a lower price. Answer: b Page: 199 Rationale: Apple’s lack of a segmentation strategy in the early 1980s has been replaced by one which Steve Jobs is using to compete in what he sees as the Age of the Digital Lifestyle. she decided to use overnight shipping during the holidays so that customers would receive her products in time. making the iMac the greatest PC product launch ever. e. c. usage rates among younger consumers. 9-128 APPLE'S SEGMENTATION STRATEGY APPLICATION In 1998 Apple re-focused on the consumer and education markets.000 units had been sold. developed a market-product grid and estimating size of markets. important corporate computer needs. 9-129 MARKETING NEWSNET DEFINITION In the early 1980s Apple Computer Company was often called "Camp Runamok" because the innovative company had no: a. e. c. e. target market segments. competitive advertising. In 1998 Apple re-targeted the consumer and education markets. coherent product lines targeted to identifiable market segments. introducing the iMac—the most innovative PC ever created according to many PC and business analysts. . b. formed products to be sold into groups. taken marketing actions to reach target markets. Answer: d Page: 197 Rationale: Alternative d is the final result in the process of segmenting and targeting markets. Introducing colorful iMac in five fruit flavors in 1999 enhanced appeal to these target market segments. Answer: d Page: 199 Rationale: Steve Jobs returned to Apple in 1997 and changed its segmentation strategy. c. selected target market segments to reach. d. d. investment capital.9-127 TAKING MARKETING ACTIONS APPLICATION Kellie Johnson makes jams and jellies that sell under the brand name of Yesterday's Kitchen. distributors. innovative distributors. profits. competitors. In developing a marketing strategy to sell her product line. b. Johnson has just: a. formed prospective buyers into segments. b. 800. By the end of the year. This strategy was successful primarily because it identified: a. d.

b. d. a.9-130 APPLE'S REPOSITIONING STRATEGY APPLICATION In 2001. Jobs believe consumers can take full advantage of the new digital lifestyle era. Both of these minimize costs but do not take into account synergies. e. Figure 9-8 Rationale: Steve Jobs returned to Apple in 1997 and changed its segmentation strategy. and iPhoto. bundled as iLife. a. Steve Jobs believed that the personal computer entered the Age of the Digital Lifestyle. Introducing colorful iMac in five fruit flavors in 1999 enhanced appeal to these target market segments. repositioning distributing targeting using underestimating Answer: a Page: 201. iDVD. delivering a powerful new PC at a lower price. Jobs proclaimed that “the Mac can become the digital hub of this new digital lifestyle.” such as iTunes. c. e. b. Product synergies are opportunities for efficiency in terms of research and development and production. one example is focusing on a single product. Product perceptions Relative positionings Competitive positionings Market-product synergies Selective perceptions Answer: d Page: 200 Rationale: Marketing synergies are opportunities for efficiency in terms of a market segment.” By __________ Apple as the “digital hub” with “killer apps. c. 9-131 MARKET-PRODUCT SYNERGIES DEFINITION __________ are opportunities for efficiency in terms of market segments and research and development and production. one example is focusing on a single consumer segment. In 1998 Apple re-targeted the consumer and education markets. iMovie. 562 . which may come about by overlap in positioning several products to one or more market segments or selling one product to multiple segments. d.

b. vital to success in selecting target market segments. a careful analysis of cross tabulations shelf locations in major chain. e. one example is focusing on a single consumer segment. grocery. selective perception. product positioning. b. often within major metropolitan areas the place a product offering occupies in consumers' minds on important attributes an old and outdated concept no longer worthy of consideration in marketing planning DEFINITION Answer: d Page: 201 Rationale: Key term definition—product positioning . d. described by all of the above statements. relative positioning. CONCEPTUAL opportunities for efficiency in terms of market segments. d. d. Answer: d Page: 201 Rationale: Key term definition—product positioning 9-134 PRODUCT POSITIONING What does the term product positioning refer to? a. c. c. Both of these synergies are vital to success in both selecting target market segments and making marketing decisions. one example is focusing on a single product. 9-133 PRODUCT POSITIONING DEFINITION The place an offering occupies in consumers' minds on important attributes relative to competitive offerings is called: a. c. b. and department stores geographic segmentation.9-132 MARKET-PRODUCT SYNERGIES Market-product synergies are: a. e. e. Product synergies are opportunities for efficiency in terms of research and development and production. Answer: e Page: 200 Rationale: Marketing synergies are opportunities for efficiency in terms of a market segment. competitive positioning. product perception. vital to success in making marketing decisions. opportunities for efficiency in terms of research and development and production.

which claimed that the Advil brand is superior because it works faster and longer than the Tylenol brand. b. within distribution channels. b. This technology gives the BMW Streetcarver better control at high speeds and around sharp turns than any other brand. normally in major metropolitan areas. This is an example of: a. Answer: a Page: 201 Rationale: Product positioning refers to the place an offering occupies in consumers’ minds on important attributes relative to competitive offerings. c. e. but the BMW Streetcarver is the only one with stabilizers and wheel design based on BMW's automobile. indicating accessibility by consumers. e. d. Answer: d Page: 201 Rationale: Key term definition—perceptual map 564 . d. lateral positioning. What type of positioning is BMW using with its $495 skateboard? a. parallel market positioning distinction positioning competitive positioning product positioning head-to-head positioning Answer: d Page: 201 Other Location: web Rationale: Product positioning refers to the place an offering occupies in consumers’ minds on important attributes relative to competitive offerings.9-135 PRODUCT POSITIONING APPLICATION Children's Advil pain reliever positioned itself against Children's Tylenol pain reliever by running ads. 9-137 PERCEPTUAL MAP DEFINITION Marketers use perceptual maps as a means to display or graph in two dimensions the location of products or brands: a. c. b. as they are clustered by type of outlet. product positioning. c. d. differentiation. e. In this case Advil is positioned as faster and longer-lasting than Tylenol. within selected retail outlets. in the minds of consumers. In this case BMW has positioned their skateboard as having important attributes (better control at high speeds and around sharp turns) relative to competitive offerings. consumer positioning. cognitive positioning. with respect to the geographic areas in which they are manufactured. 9-136 PRODUCT POSITIONING APPLICATION There are a lot of skateboard manufacturers on the market.

e. database. c. competitors. independent rating organizations such as Consumer Reports. b. d. d.9-138 PERCEPTUAL MAP A perceptual map is most like a: a. Answer: c Page: 201 Rationale: Key term definition—perceptual map 9-140 PERCEPTUAL MAP DEFINITION A graph displaying consumers' perceptions of product attributes across two or more dimensions is a: a. market-product grid. two-dimensional graph. c. perceptual map. The map is based on perceptions of: a. d. c. consumer map of likes and dislikes. consumers. . e. consumers. Answer: d Page: 201 Rationale: A perceptual map is a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands and then take marketing actions. CONCEPTUAL Answer: c Page: 201 Other Location: web Rationale: Key term definition—perceptual map 9-139 PERCEPTUAL MAP DEFINITION A perceptual map can be used to identify a firm's product in terms of how closely it fits the "ideal" and where it fits in relationship to competitors. b. pyramid design. three-dimensional cube. b. competitors. e. and the firm itself. consumer preference matrix. payoff table. growth matrix. intermediaries.

After much effort. c. their salad. segmentation differentiation repositioning probability inference Answer: c Page: 201 Other Location: web Rationale: SwissAir did not believe that its customers would forgive it for the cutbacks it made and. This is an example of a __________ strategy. d. but because of a variety of reasons. a. the company opted for a totally new name and new look. which alienated its customer base. psychographics. a repositioning strategy was inappropriate. a. product positioning. product differentiation. e. 9-142 REPOSITIONING CONCEPTUAL SwissAir recently tried to expand. d. e. Its market share has been steadily declining as consumers began associating it with something their grandfather ate. repositioning. Prior to declaring bankruptcy. SwissAir engaged in several cost-cutting efforts. more importantly because it wanted to target the same customers. c. c. Because it feared that a __________ strategy would not undo the damage to the brand name. b. 9-143 REPOSITIONING APPLICATION Post Grape-Nuts cereal has been marketed since early in the 20th century.9-141 REPOSITIONING Changing a the product's position in consumers' minds is called: a. b. or their bowl of soup as a delicious addition. e. perceptual mapping product positioning product differentiation repositioning psychographics Answer: d Page: 201. DEFINITION Answer: d Page: 201. b. d. it failed and had to declare bankruptcy. the company began operations again with the hope of attracting its previous customers back. Post recently launched a campaign which invited consumers to try the crunchy cereal on top of their yogurt. 566 . expanding the use of the product from breakfast time to all day is the repositioning strategy. perceptual mapping. Figure 9-8 Rationale: Repositioning is changing a product's place in consumers' minds. In this case. Figure 9-8 Rationale: Repositioning is changing the position a product holds in the consumer’s mind.

market delineation. d. e. Premium. Expression. Answer: a Page: 204 Rationale: Although market segmentation began with geography. . Answer: d Page: 204 Rationale: Market segmentation involves aggregating prospective buyers into groups that (1) have common needs and (2) will respond similarly to a marketing action. Nokia is taking advantage of __________. demography. a thermometer. usage segmentation. Fashion. market segmentation. and Communicator. behavioral segmentation variables. downloaded game packs. which it labels Basic. a personal information manager and a cellular phone that appeals to young adults. Answer: c Page: 204 Rationale: Marketing synergies represent efficiency in terms of reaching a market segment such as young adults. lifestyles.9-144 VIDEO CASE: NOKIA APPLICATION The segmentation strategy used by first generation cellular phones was based on: a. a. b. c. buying situations. penetration rates were different for different areas of the world. market-product synergy. b. e. e. since over time. aggregation marketing. consumer differentiation. product sampling strategy. Product synergies represent efficiency in terms of developing the device. Nokia’s strategy later changes to focus on different types of customers. a personalized logo. Market segmentation helps Nokia best service different consumers’ needs. they are taking advantage of market-product synergy. which includes a built-in stopwatch. Since Nokia is considering both. Classic. d. d. c. b. a personal information manager and a cellular phone. a thermometer. c. which includes a built-in stopwatch. downloaded game packs. Nokia is using: a. socioeconomics. geography. 9-146 VIDEO CASE: NOKIA APPLICATION By developing and introducing a communication device. 9-145 VIDEO CASE: NOKIA APPLICATION By dividing its market into categories. market differentiation. product extrapolation strategy. a personalized logo.

to help consumers perceive the product as being different and better than competing products. a thermometer.9-147 VIDEO CASE: NOKIA APPLICATION By developing and introducing a communication device. 568 . downloaded game packs. b. a personalized logo. which includes a built-in stopwatch. e. In this case Nokia is using physical product features to differentiate their product. such as product features and advertising. a personal information manager and a cellular phone. a. Nokia is using a __________.strategy. c. product sampling strategy product extrapolation strategy product differentiation usage segmentation market differentiation Answer: c Page: 204 Rationale: Product differentiation involves a firm’s using different marketing mix activities. d.

Such needs and benefits must be related to specific. product differentiation involves a firm's selling two or more products with different features targeted to different market segments. though. Thus. it can contribute to increased revenues for the firm. In a narrower sense. where perhaps the same or similar target markets are more likely to buy the product differentiated as having greater reliability or lower price.CHAPTER 9 IDENTIFYING MARKET SEGMENTS AND TARGETS SHORT ESSAY QUESTIONS 9-148 MARKET SEGMENTATION CONCEPTUAL Define market segmentation. Page: 187. Page: 187 . How does it link needs with marketing actions? Answer: Market segmentation is aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action. such as image or price. As long as a new product does not take a significant amount of sales away from an existing product. Figure 9-1 9-149 PRODUCT DIFFERENTIATION CONCEPTUAL What is product differentiation? How does it relate to market segmentation? How does it potentially improve a firm's revenues? Answer: Product differentiation is a strategy that has come to have two different but related meanings. Segmentation links needs to actions. In its broadest sense it involves a firm's using different marketing mix activities. tangible marketing actions the firm can take. It stresses the importance of aggregating—or grouping—people or organizations in a market according to the similarity of their needs and the benefits they are looking for in making a purchase. product differentiation relates to competitive positioning. because clearly defined and different target markets have different needs that can be satisfied with different products of the same general type. as the text points out in connection with Reebok. Differences may involve nonphysical features as well. to help consumers perceive the product as being different and better than competing products. such as product features and advertising.

Page: 189 9-151 MULTIPLE PRODUCTS. Synergy is the increased customer value achieved through performing organizational functions more efficiently. which often entails high research. lower prices. Be sure to define CRM and synergy in your answer. and so on. Page: 190 570 . Page: 189 9-152 SYNERGY CONCEPTUAL Explain the segmentation trade-off: customer relationship management (CRM) versus synergies. The additional marketing costs of a single-product.. The ultimate criterion for an organization’s marketing success is that customers should be better off as a result of the increased synergies. MULTIPLE MARKETS CONCEPTUAL Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments? Answer: 1) The additional profits derived from increased sales would exceed the additional research. improved quality of existing products. has unique wants and needs. Answer: CRM recognizes that every customer is unique. MULTIPLE MARKETS CONCEPTUAL Why would an organization produce a single good or service and then attempt to sell it to two or more market segments? Answer: An organization would produce a single good or service and then attempt to sell it to two or more market segments to avoid the added cost of developing additional versions of the product. manufacturing. multiple-market strategy—primarily in connection with promotion and distribution—are usually relatively low. The trade off is finding the ideal balance between these two concepts.9-150 SINGLE PRODUCT. and/or 2) the marginal production costs could be lowered because of increased economies of scale (if existing excess capacity rather than new plant capacity were used. engineering. engineering. and manufacturing expenses. The “increased customer value” can take many forms: more products. and marketing expenses. easier access to product through improved distribution. and desires exceptional service from the seller.

1) Form prospective buyers into segments. 4) Select the target market segments toward which the firm will direct its marketing actions. 3) Develop a market-product grid to relate the market segments to the firm's products and estimate the size of the market in each cell. Each relates to efficiency and productivity with respect to allocation of the firm's resources. Page: 192 9-155 SEGMENTING AND TARGETING A MARKET What are the steps needed to segment and target a market? Answer: The process of segmenting and targeting a market includes five steps. 5) Take marketing actions to reach target markets. Answer: The five criteria are: 1) potential for increased profit and ROI 2) similarity of needs of potential buyers within a segment 3) difference of needs of buyers among segments 4) feasibility of a marketing action to reach a segment 5) simplicity of cost of assigning potential buyers to segments. it is much more likely to serve its clients more effectively with the new segmentation strategy. Figure 9-3 CONCEPTUAL . It now wants to only give free food to people who go hungry on a regular basis. How will the evaluation of its market segment strategy differ from that used for a retail store? Answer: There is one difference between for-profit and nonprofit criteria. 2) Form products to be sold into groups. The potential for increased profit and ROI is replaced by the potential for serving client users more effectively. Page: 192 9-154 CRITERIA FOR FORMING SEGMENTS APPLICATION A nonprofit food bank was gathering and handing out food to anyone who requested it. Page: 192. Based on the food bank's previous policy. This will be the market segment it targets. List these important factors in marketing planning.9-153 CRITERIA FOR FORMING SEGMENTS CONCEPTUAL A marketing manager should develop segments for a market that meet five principal criteria.

and economy relative to more expensive restaurants. Page: 192 9-157 SEGMENTATION VARIABLES APPLICATION Assume you are manager of The Outback Steak House. Answer: Students might select any segmentation variables described on pages 192-193. if it picks too narrow a group of segments. census tract. On the other hand. and explaining why each variable is appropriate. Describe how you would segment the market according to dimension. The Outback manager would seek those people who had not only the need. Segmentation according to the benefits dimension could include convenience. perhaps. Page: 192-193 9-158 CHOOSING TARGET MARKET SEGMENTS Why is it important for a firm to choose its target market segments carefully? Answer: A firm must choose its target market segments carefully because. Louis. However. those people who might dine at The Outback more than once a month. Also important would be household income. probably with children. since repeat business is the key to success in this sort of venture. it may spread its marketing efforts so thin that the extra expenses more than cancel out the increased sales and profits. including homeowners. The next dimension should be demographics. it would be well to seek medium and heavy users including. They could be defined by ZIP Code. and demographic correlations can be rather easily made with regard to those factors. using as many segmentation variables as you can. a franchised restaurant that has opened in St. young adults. and those fond of pleasures such as eating out. and usage buying situations. As for the usage dimension. and benefits sought. married. but also the means to dine at the restaurant.9-156 CONSUMER SEGMENTATION VARIABLES What are the dimensions by which consumer markets can be segmented? CONCEPTUAL Answer: Major divisions are customer characteristics and buying situations. the most likely include these: The first dimension would be geographic with segmentation variables designed to describe those people within a reasonable draw area around the restaurant. The psychographic dimension would include variables such as extroverted. if it selects too broad a group of segments. perhaps related to occupations. demographic. socioeconomic and psychographic customer characteristics. it may fail to reach the volume of sales and profits it needs. or subdivision. gregarious. under which consumer markets are segmented according to the following factors: geographic. Page: 192 CONCEPTUAL 572 .

(3) number of employees. cost of reaching the segment. As is often the case in marketing decisions. CONCEPTUAL Answer: The 80/20 rule suggests that 80 percent of a firm’s sales are obtained from 20 percent of its customers. (4) benefits sought. Page: 197 CONCEPTUAL CONCEPTUAL . expected growth. Page: 193-194 9-160 WAYS TO SEGMENT ORGANIZATIONAL MARKETS What are the variables that may be used to segment organizational markets? Answer: There are 4 variables that may be used to segment organizational markets: (1)location. The percentages in the 80/20 rule are not really fixed at exactly 80 percent and 20 percent but suggest that a small fraction of customers provide a large fraction of a firm’s sales. Under this are included benefits sought and usage in terms of a heavy user. and compatibility with the organization's objectives and resources. and unattractive according to others. (2) NAICS code. Page: 195 9-161 CHOOSING TARGET MARKET SEGMENTS What are the criteria to be used in selecting target segments? Answer: The five criteria to be used in actually selecting the target segments are size of market. Clearly the 20 percent of customers referred to above in the description of the 80/20 rule are heavy users and are important to any company. a particular segment may appear attractive according to some criteria. a light user. and nonusers. competitive position.9-159 80/20 RULE Explain the 80/20 rule and explain how it is used in market segmentation. One of the segmentation variables is buying situation.

Conversely. They are: 1) the important attributes for a product class 2) judgments of where existing products or brands are located on these attributes 3) the location of the firm’s own product or brand on these attributes Page: 201 574 . the iMac. which costs more time and money. while the products include the Power Macintosh G4. the eMac. The market-product combination is then shown in each cell and evaluated for use in the segmentation strategy. the markets served are the consumer and professional markets. Page: 199 9-163 MARKET-PRODUCT SYNERGIES CONCEPTUAL Why is it that achieving market-product synergies may be something of a balancing act? Answer: A choice to take advantage of marketing synergies can often come at the expense of production synergies because a single consumer segment will likely require a variety of products—each of which will have to be designed and manufactured. and the iPod (as of mid-2003). companies obtain three types of data from consumers. The company saves money on marketing. Marketing managers responsible for developing a company’s product line must thus balance both product and marketing synergies as they try to increase the company’s profits. Page: 200-201 9-164 DATA NEEDED FOR PERCEPTUAL MAP CONCEPTUAL What are the three types of data needed from consumers to develop a perceptual map? Answer: In determining a brand's position and the preferences of consumers. Answer: A market-product grid is a figure that is developed labeling the horizontal rows as the markets and the vertical rows as the product offerings.9-162 APPLE’S MARKET-PRODUCT GRID CONCEPTUAL Explain how Apple Computer uses a market-product grid to target its various lines of Macintosh computers at specific market segments. but spends more in production. marketing will have to address the concerns of a wide variety of consumers. if product synergies are emphasized. whereas the iMac could be positioned in the mind of both the consumer and the professional as meeting their respective needs. A consumer or small home office might be targets for all of the products except the iPod. the iBook. the PowerBook G4. In Apple’s case.

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