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Marketing: An Introduction, 10e (Armstrong)
Chapter 6 Customer-Driven Marketing Strategy: Creating Value for Target Customers
1) ________ is the process of evaluating each market segment's attractiveness and selecting one
or more segments to enter.
A) Differentiation
B) Mass marketing
C) Market targeting
D) Market segmentation
E) Positioning
Answer: C
Page Ref: 164
Difficulty: Easy
Chapter LO: 1
Course LO: Describe the process of market segmentation, targeting, and positioning
2) Procter & Gamble selected the Millennials, a demographic that includes college students, as
an untapped group of potential customers for their Febreze line of products. Which step of
designing a customer-driven marketing strategy process are they executing?
A) market segmenting
B) mass marketing
C) differentiation
D) targeting
E) positioning
Answer: D
Page Ref: 164
Difficulty: Challenging
Chapter LO: 1
AACSB: Analytic skills
3) ________ consists of arranging for a market offering to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers.
A) Differentiation
B) Positioning
C) Market targeting
D) Market segmentation
E) Mass marketing
Answer: B
Page Ref: 164
Difficulty: Easy
Chapter LO: 1
1
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
4) Which of the following is the right order of the four steps to design a customer-driven
marketing strategy?
A) market segmentation, differentiation, positioning, and targeting
B) positioning, market segmentation, mass marketing, and targeting
C) market segmentation, targeting, differentiation, and positioning
D) market alignment, market segmentation, differentiation, and market positioning
E) market recognition, market preference, market targeting, and market insistence
Answer: C
Page Ref: 164-165
Difficulty: Easy
Chapter LO: 1
5) Your firm has decided to localize its products and services to meet local market demands. A
good approach to use would be ________ segmentation.
A) geographic
B) benefit
C) behavioral
D) psychographic
E) image
Answer: A
Page Ref: 165
Difficulty: Moderate
Chapter LO: 2
6) When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia,
or New Zealand, it is using which segmentation variable?
A) economic factors
B) political and legal factors
C) geographic location
D) benefits sought
E) demographics
Answer: C
Page Ref: 165
Difficulty: Easy
Chapter LO: 2
2
7) Pediacertain Pet Supplies divides the pet market according to the owners' race, occupation,
income, and family life cycle. What type of segmentation is Pediacertain using?
A) geographic
B) behavioral
C) lifestyle
D) demographic
E) psychographic
Answer: D
Page Ref: 166
Chapter LO: 2
8) Demographic variables are the most popular bases for segmenting customer groups because
they ________.
A) create smaller segments
B) create more easily reached segments
C) do not involve stereotypes
D) are easier to measure
E) involve fewer attributes to consider
Answer: D
Page Ref: 166
Chapter LO: 2
9) When Burger King targets children, teens, adults, and seniors with different ads and media, it
is practicing ________ segmentation.
A) geographic
B) age and life-cycle
C) psychographic
D) behavioral
E) usage rate
Answer: B
Page Ref: 166
Chapter LO: 2
3
10) Marketers must be careful to guard against ________ when using age and life-cycle
segmentation.
A) copyrighting
B) stereotyping
C) traditional marketing
D) differentiation
E) cannibalization
Answer: B
Page Ref: 166
Difficulty: Easy
Chapter LO: 2
11) When ProFem Inc. caters to clothing, cosmetics, and toiletries markets for women, it is most
likely using which type of segmentation?
A) age and life-cycle
B) gender
C) behavior
D) psychographic
E) geographic
Answer: B
Page Ref: 167
Chapter LO: 2
12) Marketers of financial services and travel use which of the following types of segmentation?
A) gender
B) income
C) occasion
D) usage rate
E) benefits sought
Answer: B
Page Ref: 167
Chapter LO: 2
4
13) At one time, Miller Beer was known as the "champagne of bottled beer." Unfortunately,
Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to attract the
members of the middle-working class. What is this segmentation method called?
A) user status
B) usage rate
C) benefit
D) behavioral
E) psychographic
Answer: E
Page Ref: 168
Chapter LO: 2
14) The division of buyers into groups based on their knowledge, attitudes, uses, or responses to
a product is called ________ segmentation.
A) behavioral
B) psychographic
C) age and life-cycle
D) user status
E) geographic
Answer: A
Page Ref: 170
Difficulty: Easy
Chapter LO: 2
15) Dividing the market into segments according to when buyers get the idea to buy, actually
make their purchase, or use the purchased item, is called ________ segmentation.
A) demographic
B) psychographic
C) occasion
D) user status
E) usage rate
Answer: C
Page Ref: 170
Difficulty: Easy
Chapter LO: 2
5
16) Your current assignment at York Foods is to find the major advantages people look for in
product classes, the kinds of people who look for each advantage, and the major brands that
deliver each advantage. What is this segmentation method called?
A) benefits sought
B) user status
C) age and life cycle
D) USP
E) psychographic
Answer: A
Page Ref: 170
Chapter LO: 2
17) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users,
and regular users of a product. This method of segmentation is called ________.
A) user status segmentation
B) usage rate segmentation
C) benefit segmentation
D) behavior segmentation
E) loyalty status segmentation
Answer: A
Page Ref: 171
Difficulty: Easy
Chapter LO: 2
18) Shampoo marketers segment buyers as light, medium, or heavy product users. This is an
example of ________ segmentation.
A) user status
B) usage rate
C) benefits sought
D) occasion
E) psychographic
Answer: B
Page Ref: 171
Chapter LO: 2
6
19) Many firms make an effort to identify smaller, better-defined target groups by using
________.
A) user rates
B) loyalty segmentation
C) multiple segmentation bases
D) positioning
E) mass marketing
Answer: C
Page Ref: 172
Difficulty: Easy
Chapter LO: 2
20) Rasco Corp. segments its foreign markets by the income levels of a country's population.
This firm segments on what basis?
A) political factors
B) legal factors
C) geographic factors
D) economic factors
E) cultural factors
Answer: D
Page Ref: 173
Chapter LO: 2
21) MTV targets the world's teenagers, who have similar needs and buying behaviors even
though they are located in different countries. This is called ________ segmentation.
A) political and legal
B) cross-cultural
C) cultural
D) intermarket
E) individual
Answer: D
Page Ref: 173
Chapter LO: 2
7
22) The markets you have chosen to serve in four western states can be effectively reached and
served. You would tell the marketing manager that these segments are ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) profitable
Answer: B
Page Ref: 174
Chapter LO: 2
23) When the size, purchasing power, and profiles of a market segment can be determined, it
possesses the requirement of being ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) observable
Answer: A
Page Ref: 174
Difficulty: Easy
Chapter LO: 2
24) When a market segment is large or profitable enough to serve, it is termed ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) differentiable
Answer: C
Page Ref: 174
Difficulty: Easy
Chapter LO: 2
8
25) When an effective program can be designed for attracting and serving a chosen segment, the
segment is best described as ________.
A) accessible
B) measurable
C) reachable
D) actionable
E) differentiable
Answer: D
Page Ref: 174
Chapter LO: 2
26) The market segments your company is targeting are conceptually distinguishable and
respond distinctively to various marketing mix elements and programs. Therefore, these
segments are ________.
A) accessible
B) measurable
C) reachable
D) differentiable
E) observable
Answer: D
Page Ref: 174
Chapter LO: 2
27) A segment is less attractive when ________.

A) it already contains very few strong and aggressive competitors
B) it is difficult for new entrants to come into the segment
C) it contains powerful suppliers who can control prices
D) no actual or potential substitute products exist
E) buyers have no bargaining power
Answer: C
Page Ref: 175
Chapter LO: 3
9
28) The 55-year-old baby boomers share common needs in music and performers. When a music
company decides to serve this group, the group is called a ________.
A) market segment
B) target market
C) well-defined market
D) diversification
E) mass customizing
Answer: B
Page Ref: 175
Chapter LO: 3
29) Mass marketers, such as Target and Venture Stores, often ignore market segment differences
and target the whole market with one offer. What is their approach to segmentation?
A) undifferentiated marketing
B) differentiated marketing
C) markets-of-one marketing
D) concentrated marketing
E) micromarketing
Answer: A
Page Ref: 175
Chapter LO: 3
30) When Port Orleans Shipping uses segmented marketing, it targets several segments and
designs separate offers for each one. This approach is called ________ marketing.
A) undifferentiated
B) differentiated
C) individual
D) mass
E) niche
Answer: B
Page Ref: 175
Chapter LO: 3
10
31) By offering product and marketing variations to segments and developing a stronger position
within several segments, companies hope to create more total sales through segmented marketing
than ________ marketing across all segments.
A) undifferentiated
B) differentiated
C) niche
D) target
E) individual
Answer: A
Page Ref: 176
Chapter LO: 3
AACSB: Reflective thinking skills
32) BritWay Ventures chose a differentiated marketing strategy. The company had to weigh
________ against ________ when selecting this strategy.
A) extra research; costs
B) sales analysis; sales
C) increased sales; increased costs
D) geographic segmentation; demographic segmentation
E) attitudes; perceptions
Answer: C
Page Ref: 176
Chapter LO: 3
33) Procter & Gamble sells six brands of laundry detergent in the United States, each designed
for one of six laundry segments Procter & Gamble has identified. Together, these six brands take
four times the market share of Procter & Gamble's nearest competitor. Which of the following is
a disadvantage of Procter & Gamble's differentiated marketing strategy?
A) lost sales that would have been made with an undifferentiated marketing strategy across all
segments
B) lost customer loyalty due to lack of brand loyalty
C) increased costs for separate marketing plans for each brand
D) other suppliers controlling pricing
E) lack of resources to succeed in an attractive segment
Answer: C
Page Ref: 176
Chapter LO: 3
11
34) It is most accurate to say that successful niche marketing relies on a firm's ________ and its
________.
A) marketing strategy; services
B) individual relationships with customers; positioning
C) superior products; value network partners
D) greater knowledge of customers' needs; special reputation
E) competitive advantage in comparison to mass-market companies; affordable pricing
Answer: D
Page Ref: 176
Chapter LO: 3
35) Shark Enterprises practices a marketing strategy where its limited resources are used to
pursue a large share of two small niches. Shark Enterprises practices which of the following
strategies?
A) undifferentiated
B) differentiated
C) mass customization
D) concentrated
E) geographically dispersed
Answer: D
Page Ref: 176
Chapter LO: 3
36) As You Like It Inc. customizes its offers to each individual consumer. This practice of
tailoring products and marketing programs to suit the tastes of specific individuals and locations
is referred to as ________.
A) niche marketing
B) micromarketing
C) variable marketing
D) geographically dispersed marketing
E) undifferentiated marketing
Answer: B
Page Ref: 177
Chapter LO: 3
12
37) ________ marketing tailors brands and promotions to the needs and wants of specific cities,
neighborhoods, and even stores.
A) One-to-one
B) Mass
C) Niche
D) Local
E) Variable
Answer: D
Page Ref: 177
Difficulty: Easy
Chapter LO: 3
38) Under what circumstances would local marketing be the most effective?
A) when pronounced differences in psychographics are present
B) when pronounced similarities in lifestyles are present
C) when pronounced regional and local differences in demographics and lifestyles are present
D) when regional demographics and lifestyles are similar
E) when pronounced similarities in psychographics are present
Answer: C
Page Ref: 179
Chapter LO: 3
39) When Walmart customizes its merchandise store by store to meet shoppers' needs, it is
practicing ________.
A) niche marketing
B) psychographic marketing
C) local marketing
D) social segmentation
E) individual marketing
Answer: C
Page Ref: 177
Chapter LO: 3
13
40) When a company interacts one-on-one with large numbers of customers to create customer-
unique value by designing products and services tailor-made to individual needs, it is following
________.
A) concentrated marketing
B) mass marketing
C) mass customization
D) segmented marketing
E) local marketing
Answer: C
Page Ref: 180
Chapter LO: 3
41) A company or store gains a(n) ________ by differentiating its products and delivering more
value.
A) competitive advantage
B) positioning advantage
C) cost advantage
D) efficiency advantage
E) synergy
Answer: A
Page Ref: 184
Difficulty: Easy
Chapter LO: 4
42) Through ________, brands can be differentiated on features, performance, or style and
design.
A) people differentiation
B) channel differentiation
C) price differentiation
D) services differentiation
E) product differentiation
Answer: E
Page Ref: 184
Difficulty: Easy
Chapter LO: 4
14
43) Some companies can gain ________ through speedy, convenient, or careful delivery of
products.
A) price differentiation
B) product differentiation
C) channel differentiation
D) services differentiation
E) people differentiation
Answer: D
Page Ref: 184
Difficulty: Easy
Chapter LO: 4
44) Which type of differentiation is used to gain competitive advantage through the way a firm
designs its distribution coverage, expertise, and performance?
A) services differentiation
B) channel differentiation
C) people differentiation
D) product differentiation
E) price differentiation
Answer: B
Page Ref: 185
Difficulty: Easy
Chapter LO: 4
45) Argonaut Food Stores hires better-skilled employees than the competition by conducting
lengthy searches and interviews. Management also trains employees much better than
competitors. Argonaut has gained a strong competitive advantage through which type of
differentiation?
A) image
B) people
C) services
D) product
E) channel
Answer: B
Page Ref: 185
Chapter LO: 4
15
46) Ford Motor Company emphasizes "Quality first–Ford tough" in its truck products. The
company has developed a differentiation strategy based on ________.
A) people
B) image
C) channels
D) services
E) positioning
Answer: B
Page Ref: 185
Chapter LO: 4
47) When firms use symbols, colors, or characters to convey their personalities, they are using
________ differentiation.
A) image
B) people
C) usage rate
D) user status
E) subliminal
Answer: A
Page Ref: 185
Difficulty: Easy
Chapter LO: 4
48) Ad man Rosser Reeves believed that firms should develop a USP for each brand and stick to
it. What does USP stand for?
A) unique selling product
B) unique services practice
C) unique sales pitch
D) unique selling proposition
E) universal strategic practice
Answer: D
Page Ref: 185
Difficulty: Easy
Chapter LO: 4
AACSB: Communication abilities
16
49) You have just created the "perfect" ad. It communicates the full mix of benefits upon which
the brand is differentiated and positioned. This full positioning of the brand is called ________.
A) its value proposition
B) target marketing
C) capturing the consumers' attention
D) value profiling
E) differentiated marketing
Answer: A
Page Ref: 186
Chapter LO: 4
50) The answer to the customer's question, "Why should I buy your brand?" is found in the
brand's ________.
A) quality image
B) customer services
C) value proposition
D) differentiation
E) pricing and promotion structure
Answer: C
Page Ref: 186
Chapter LO: 4
51) Neiman Marcus claims superior quality, performance, and style. The owners provide the
most upscale products and services and charge a higher price to cover the higher costs. What
type of positioning does Neiman Marcus use?
A) more-for-the-same
B) more-for-more
C) all-or-nothing
D) the-same-for-less
E) more-for-less
Answer: B
Page Ref: 187
Chapter LO: 4
17
52) What competitive positioning strategy can attack a more-for-more strategy by introducing a
brand offering comparable quality at a lower price?
B) more-for-less
C) the-same-for-less
D) less-for-much-less
E) all-or-nothing
Answer: A
Page Ref: 187
Chapter LO: 4
53) Which positioning strategy offers consumers a "good deal" by offering equivalent-quality
products or services at a lower price?
B) more-for-less
C) the-same-for-less
E) all-or-nothing
Answer: C
Page Ref: 187
Chapter LO: 4
54) "Less-for-much-less" positioning involves meeting consumers' requirements for ________.

A) moderate quality at a lower price
B) lower quality for a lower price
C) the same quality at the lowest possible price
D) high quality at a discounted rate
E) high quality at the lowest possible price
Answer: B
Page Ref: 188
Chapter LO: 4
18
55) Few people can afford the best in everything they buy. At times, everyone needs a product
with less quality or performance with a correspondingly lower price. In this case, a consumer
would purchase a product positioned with a(n) ________ strategy.
B) more-for-less
C) same-for-less
E) all-or-nothing
Answer: D
Page Ref: 188
Chapter LO: 4
56) Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both?"

B) more-for-less
C) same-for-less
D) more-for-more
E) less-for-much-less
Answer: B
Page Ref: 188
Chapter LO: 4
57) When it first opened for business, Home Depot claimed to offer better products at lower
prices. This hard-to-sustain value proposition is called ________.
A) more-for-the same
B) more-for-less
C) same-for-less
D) more-for-more
E) same-for-more
Answer: B
Page Ref: 188
Chapter LO: 4
19
58) Which type of statement first states the product's membership in a category and then shows
its point-of-difference from other members of the category?
A) mission statement
B) vision statement
C) differentiation statement
D) positioning statement
E) statement of intent
Answer: D
Page Ref: 188
Difficulty: Easy
Chapter LO: 4
59) "For upscale American families, Volvo is the family automobile that offers maximum
safety." This is an example of Volvo's ________.
A) positioning statement
B) service differentiation
C) concentrated segmentation
D) competitive advantage
E) responsible target marketing
Answer: A
Page Ref: 188
Chapter LO: 4
60) Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up the
company's standing and brand equity in a formal way. Superior's management should use a
________.
A) mission statement
B) vision statement
C) competitive statement
D) positioning statement
E) company statement
Answer: D
Page Ref: 188
Chapter LO: 4
20
61) Your company wants to move away from mass marketing and engage in customer-driven
marketing. The four steps to take, in order, are: market segmentation, market positioning,
differentiation, and targeting.
Answer: FALSE
Page Ref: 164
Chapter LO: 1
62) Josie's Gifts Shop divides its markets into units of nations, regions, and cities. Josie's uses
geographic segmentation.
Answer: TRUE
Page Ref: 165
Chapter LO: 2
63) Demographic segmentation uses different marketing approaches for different time periods of
people's lives and different family situations.
Answer: FALSE
Page Ref: 166
Difficulty: Easy
Chapter LO: 2
64) Marketers must be careful to guard against stereotypes when using age and life-cycle
segmentation.
Answer: TRUE
Page Ref: 166
Difficulty: Easy
Chapter LO: 2
65) Shopping for the Rich and Famous is a buying service that helps wealthy clients find the best
buys in exclusive clothing, high-end cars, travel, and financial services. This firm would use
income segmentation.
Answer: TRUE
Page Ref: 167
Chapter LO: 2
21
66) Your assignment at work is to divide buyers into different groups based on social class,
lifestyle, and personality characteristics. After a planning session with the marketing and sales
staff, you must issue a memo to upper management recommending psychographic segmentation.
Answer: TRUE
Page Ref: 168
Chapter LO: 2
67) User status segmentation involves finding the major advantages or features people look for in
the product class, the kinds of people who look for each advantage or feature, and the major
brands that deliver each advantage or feature.
Answer: FALSE
Page Ref: 171
Chapter LO: 2
68) LaGrange Florists segments markets into groups of nonusers, potential users, and regular
users of its flowers and services. This firm uses usage rate as the segmentation approach.
Answer: FALSE
Page Ref: 171
Chapter LO: 2
69) For simplicity's sake, most marketers generally limit their segmentation analysis to one or a
few variables.
Answer: FALSE
Page Ref: 172
Chapter LO: 2
70) Clusters of marketable groups of customers with similar likes, dislikes, lifestyles, and
purchase behaviors can be identified by multivariable segmentation systems that merge and
analyze geographic, demographic, lifestyle, and behavioral data.
Answer: TRUE
Page Ref: 172
Chapter LO: 2
22
71) Business and consumer marketers use many of the same set of variables to segment their
markets.
Answer: TRUE
Page Ref: 172
Chapter LO: 2
72) Because there is such variation among the economies of countries around the world, it is not
practical to segment international markets on the basis of economic factors.
Answer: FALSE
Page Ref: 173
Chapter LO: 2
73) Segmenting international markets based on geographic, economic, political, cultural, and
other factors presumes that segments should consist of clusters of countries.
Answer: TRUE
Page Ref: 173
Chapter LO: 2
74) For market segments to be useful, they must be measurable, accessible, substantial,
differentiable, and actionable.
Answer: TRUE
Page Ref: 174
Difficulty: Easy
Chapter LO: 2
75) In evaluating different market segments, a firm must look at three factors: segment size and
growth, segment structural attractiveness, and company objectives and resources.
Answer: TRUE
Page Ref: 174
Difficulty: Easy
Chapter LO: 3
76) A segment is more attractive if it already contains many strong and aggressive competitors or
if it is easy for new entrants to come into the segment.
Answer: FALSE
Page Ref: 175
Difficulty: Easy
Chapter LO: 3
23
77) A segment becomes less attractive when powerful suppliers can control prices or reduce the
quality or quantity of ordered goods and services.
Answer: TRUE
Page Ref: 175
Difficulty: Easy
Chapter LO: 3
78) Even if a segment has the right size and growth and is structurally attractive, the company
must consider its own objectives and resources.
Answer: TRUE
Page Ref: 175
Chapter LO: 3
79) Using a differentiated marketing strategy, the company designs a product and a marketing
program that will appeal to the largest number of buyers.
Answer: FALSE
Page Ref: 175
Chapter LO: 3
80) As Cruise Ships International currently has limited financial and personnel resources, it
should avoid concentrated or niche marketing until resources are again substantial.
Answer: FALSE
Page Ref: 176-177
Chapter LO: 3
81) Niche marketing offers smaller companies an opportunity to compete by focusing their
limited resources on serving niches that may be unimportant to or overlooked by larger
companies.
Answer: TRUE
Page Ref: 177
Chapter LO: 3
24
82) When a company chooses a target marketing strategy, its choices are influenced by factors
related to the company's resources, the degree of product variability, and the product's life-cycle
stage.
Answer: TRUE
Page Ref: 180
Chapter LO: 3
83) A product's position is the way the product is defined by retailers on important attributes—
the place the product occupies in retailers' minds relative to competing products.
Answer: FALSE
Page Ref: 182
Difficulty: Easy
Chapter LO: 4
84) A company or brand image should convey a product's distinctive benefits and positioning.
Answer: TRUE
Page Ref: 185
Difficulty: Easy
Chapter LO: 4
85) A more-for-more market offering not only offers higher quality, it also gives prestige to the
buyer.
Answer: TRUE
Page Ref: 187
Difficulty: Easy
Chapter LO: 4
86) The same-for-less positioning involves meeting consumers' lower performance or quality
requirements at a much lower price.
Answer: FALSE
Page Ref: 187
Difficulty: Easy
Chapter LO: 4
25
87) When Kia offers a new model of car with the same features as a comparable Toyota or Ford
and provides a longer warranty, Kia is following a more-for-less strategy.
Answer: FALSE
Page Ref: 188
Chapter LO: 4
88) Companies often find it easier to come up with a good positioning strategy than to implement
it.
Answer: TRUE
Page Ref: 189
Difficulty: Easy
Chapter LO: 4
89) Explain the four major steps in designing a customer-driven marketing strategy.
Answer: The four major steps in designing a customer-driven marketing strategy are market
segmentation, market targeting, differentiation, and market positioning.
Market segmentation: Dividing a market into smaller groups of buyers with distinct needs,
characteristics, or behaviors, that might require separate marketing strategies or mixes. The
company identifies different ways to segment the market and develops profiles of the resulting
market segments.
Market targeting: Evaluating each market segment's attractiveness and selecting one or more of
the market segments to enter.
Differentiation: Actually differentiating the firm's market offering to create a superior customer
value.
Market positioning: Arranging for a market offering to occupy a clear, distinctive, and desirable
place relative to competing products in the minds of consumers.
Page Ref: 164-165
Chapter LO: 1
26
90) Explain the four major segmentation variables for consumer markets.
Answer: For consumer marketing, the major segmentation variables are geographic,
demographic, psychographic, and behavioral.
Geographic segmentation divides the market into different geographic units, such as nations,
regions, states, countries, cities, or neighborhoods. Many companies are localizing their
products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities,
and neighborhoods. Demographic segmentation divides the market into groups based on
variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity,
and generation. These are the most popular factors because they are easy to measure, and
consumer needs, wants, and usage rates often vary closely with demographic variables.
Psychographic segmentation, on the other hand, divides buyers into different groups based on
social class, lifestyle, or personality characteristics. People in the same demographic group can
have very different psychographic characteristics. Behavioral segmentation divides buyers into
groups based on their knowledge, attitudes, uses, or responses to a product. Many marketers
believe that behavior variables are the best starting point for building market segments.
Page Ref: 165-171
Chapter LO: 2
91) Describe age and life-cycle segmentation with examples. What are the precautions that
marketers should take when using age and life-cycle segmentation?
Answer: Consumer needs and wants change with age. Some companies use age and life-cycle
segmentation, offering different products or using different marketing approaches for different
age and life-cycle groups. For example, Kraft promotes JELL-O to children as a fun snack, one
that "taught the world to wiggle." For adults, it is a tasty, guilt-free indulgence—"the most sweet-
tooth satisfaction 10 calories can hold." Other companies focus on the specific age of life-stage
groups. Marketers must be careful to guard against stereotypes when using age and life-cycle
segmentation. For example, although consumers in all age segments love Disney cruises, most
Disney Cruise Lines destinations and shipboard activities are designed with parents and their
children in mind.
Marketers must be careful to guard against stereotypes when using age and life-cycle
segmentation. Although some 80-year-olds fit the doddering stereotypes, others ski and play
tennis. Similarly, whereas some 40-year-old couples are sending their children off to college,
others are just beginning new families. Thus, age is often a poor predictor of a person's life cycle,
health, work or family status, needs, and buying power. Companies marketing to mature
consumers usually employ positive images and appeals.
Page Ref: 166
Chapter LO: 2
27
92) Explain with examples how marketers segment markets based on occasions, benefits sought,
user status, usage rate, and loyalty status.
Answer: Occasions: Buyers can be grouped according to occasions when they get the idea to
buy, actually make their purchase, or use the purchased item. Occasion segmentation can help
firms build up product usage. For example, most consumers drink orange juice in the morning,
but orange growers have promoted drinking orange juice as a cool, healthful refresher at other
times of the day.
Benefits sought: A powerful form of segmentation is grouping buyers according to the different
benefits that they seek from a product. Benefit segmentation requires finding the major benefits
people look for in a product class, the kinds of people who look for each benefit, and the major
brands that deliver each benefit. For example, Gillette research revealed four distinct benefit
segments of women shavers. So Gillette designed a Venus razor for each segment.
User status: Markets can be segmented into nonusers, ex-users, potential users, first-time users,
and regular users of a product. Marketers want to reinforce and retain regular users, attract
targeted nonusers, and reinvigorate relationships with ex-users. Included in the potential user
group are consumers facing life-stage changes—such as new parents and newlyweds—who can
be turned into heavy users. For example, to get new parents off to the right start, P&G makes
certain its Pampers Swaddlers are the diaper provided for newborns at most U.S. hospitals.
Usage rate: Markets can also be segmented into light, medium, and heavy product users. Heavy
users are often a small percentage of the market but account for a high percentage of total
consumption. For instance, breaded seafood marketers such as Gortons and Van de Kamps target
heavy users with marketing pitches emphasizing kid appeal, family nutrition, and family meal
planning tips and recipes.
Loyalty status: A market can also be segmented by consumer loyalty. Consumers can be loyal to
brands (Tide), stores (Target), and companies (Apple). Buyers can be divided into groups
according to their degree of loyalty. Some consumers are completely loyal—they buy one brand
all the time and cannot wait to tell others about it.
Page Ref: 170-171
Chapter LO: 2
93) Describe how marketers use multiple-segmenting bases to their advantage.

Answer: Marketers rarely limit their segmentation analysis to only one or a few variables.
Instead, they use multiple segmentation bases in an effort to identify smaller, better-defined
target groups of consumers. Such segmentation provides a powerful tool for marketers of all
kinds. It can help companies identify and better understand key customer segments, reach them
more efficiently, and tailor market offerings and messages to their specific needs.
Page Ref: 172
Chapter LO: 2
28
94) How do businesses segment their markets?
Answer: Consumer and business marketers use many of the same variables to segment their
markets. Like consumer groups, business buyers can be segmented using geographic,
demographic, benefits sought, user status, usage rate, and loyalty status segmentation. Business
buyers are also segmented by the variables of operating characteristics, purchasing approaches,
situational factors, and personal characteristics.
Page Ref: 172
Chapter LO: 2
95) Why do international markets need to be segmented?

Answer: Few companies have either the resources or the will to operate in all, or even most, of
the countries that dot the globe. Different countries, even those that are close together, can vary
greatly in their economic, cultural, technological, and political makeup. International firms need
to group their world markets into segments with distinctive buying needs and behaviors.
Page Ref: 173
Chapter LO: 2
96) Briefly describe the requirements for effective market segmentation.

Answer: To be useful, market segments must be:
Measurable: The size, purchasing power, and profiles of the segments can be measured.
Accessible: The market segments can be effectively reached and served.
Substantial: The market segments are large or profitable enough to serve. It should be the largest
possible homogeneous group worth pursuing with a tailored marketing program.
Differentiable: The segments are conceptually distinguishable and respond differently to

different marketing mix elements and programs.
Actionable: Effective programs can be designed for attracting and serving consumers who make
up the segment.
Page Ref: 174
Chapter LO: 2
29
97) Summarize how companies identify attractive market segments and choose a target
marketing strategy.
Answer: To target the best market segments, the company first evaluates each segment's size
and growth characteristics, structural attractiveness, and compatibility with company objectives
and resources. It then chooses one of four marketing strategies–ranging from very broad to very
narrow targeting. The seller can ignore segment differences and target broadly using
undifferentiated marketing. This involves mass producing, mass distributing, and mass
promoting about the same product in about the same way to all consumers. Or the seller can
adopt differentiated marketing–developing different market offers for several segments.
Concentrated marketing involves focusing on only one or a few market segments. Finally,
micromarketing is the practice of tailoring products and marketing programs to suit the tastes of
specific individuals and locations. Micromarketing includes local marketing and individual
marketing. Which targeting strategy is best depends on company resources, product variability,
product life-cycle stage, market variability, and competitive marketing strategies.
Page Ref: 174-181
Chapter LO: 3
98) Compare and contrast the four major target market segment strategies.
Answer: Market targeting can be carried out at several different levels. Companies can target
very broadly (undifferentiated marketing), very narrowly (micromarketing), or somewhere in
between (differentiated or concentrated marketing).
An undifferentiated marketing strategy ignores market segment differences and targets the whole
market with one offer. This mass-marketing strategy focuses on what is common in the needs of
consumers rather than on what is different.
In contrast, a differentiated strategy targets several market segments and designs separate offers
for each. Companies hope for higher sales and a stronger position within each market segment.
Concentrated or niche marketing goes after a large share of one or a few segments or niches
instead of going after a large share of a large market. These niches may be overlooked or
unimportant. Niching offers smaller companies an opportunity to compete by focusing their
limited resources more effectively.
Using micromarketing, a company can tailor products and marketing programs to suit the tastes
of specific individuals and locations. It includes local and individual marketing.
Page Ref: 175-177
Chapter LO: 3
30
99) Compare and contrast local and individual marketing. Describe the advent of mass
customization.
Answer: Local marketing involves tailoring brands and promotions to the needs and wants of
local customer groups—cities, neighborhoods, and even specific stores. Advances in
communications technology have given rise to new high-tech versions of location-based
marketing. Local marketing has some drawbacks, however. It can drive up manufacturing and
marketing costs by reducing the economies of scale. It can also create logistics problems as
companies try to meet the varied requirements of different regional and local markets. Still, as
companies face increasingly fragmented markets, and as new supporting technologies develop,
the advantages of local marketing often outweigh the drawbacks. Local marketing helps a
company to market more effectively in the face of pronounced regional and local differences in
demographics and lifestyles.
In the extreme, micromarketing becomes individual marketing—tailoring products and

marketing programs to the needs and preferences of individual customers. Individual marketing
has also been labeled one-to-one marketing, mass customization, and markets-of-one marketing.
The widespread use of mass marketing has obscured the fact that for centuries consumers were
served as individuals: The tailor custom-made a suit, the cobbler designed shoes for an
individual, and the cabinetmaker made furniture to order.
Today, new technologies are permitting many companies to return to customized marketing.
More detailed databases, robotic production and flexible manufacturing, and interactive
communication media such as cell phones and the Internet have combined to foster mass
customization. Mass customization is the process by which firms interact one-to-one with masses
of customers to design products and services tailor-made to individual needs. Business-to-
business marketers are also finding new ways to customize their offerings. Mass customization
provides a way to stand out against competitors. Unlike mass production, which eliminates the
need for human interaction, individual marketing has made relationships with customers more
important than ever.
Page Ref: 177-180
Chapter LO: 3
31
100) In what ways might a marketer engage in socially responsible target marketing?
Answer: Socially responsible marketers work to avoid purposefully targeting vulnerable or
disadvantaged consumers with controversial or potentially harmful products. In addition,
marketers should reconsider the marketing of adult products that may spill over into the child
segment–either intentionally or unintentionally; primary examples include beer, cigarettes, and
fast food. The growth of the Internet has also presented potential problems–namely that makers
of questionable products or deceptive advertisers may more readily victimize the most vulnerable
audiences; marketers can avoid becoming involved in these harmful situations as they attempt to
reach vast numbers of consumers with such precise, refined targeting strategies.
Page Ref: 181-182
Chapter LO: 3
AACSB: Ethical understanding and reasoning abilities
101) Explain the concept of positioning for competitive advantage.

Answer: A product's position is the way the product is defined by consumers on important
attributes–the place the product occupies in consumers' minds relative to competing products.
Positioning involves implanting the brand's unique benefits and differentiation in customers'
minds. To carry out effective positioning, a company must identify a set of possible competitive
advantages upon which to build a position, choose the right competitive advantages, and select
an overall positioning strategy. The company must then effectively communicate and deliver the
chosen position to the market.
Page Ref: 182-184
Chapter LO: 4
32
102) How can a company differentiate and position itself as providing superior customer value?
Answer: To build profitable relationships with target customers, marketers must understand
customer needs better than competitors do and deliver more customer value. To the extent that a
company can differentiate and position itself as providing superior customer value, it gains
competitive advantage. But solid positions cannot be built on empty promises. If a company
positions its product as offering the best quality and service, it must actually differentiate the
product so that it delivers the promised quality and service. Companies must do much more than
simply shout out their positions with slogans and taglines. They must first live the slogan. To
find points of differentiation, marketers must think through the customer's entire experience with
the company's product or service. An alert company can find ways to differentiate itself at every
customer contact point. A company can differentiate itself or its market offer along the lines of
product, services, channels, people, or image. Through product differentiation, brands can be
differentiated on features, performance, or style and design. Beyond differentiating its physical
product, a firm can also differentiate the services that accompany the product. Some companies
gain services differentiation through speedy, convenient, or careful delivery. Firms that practice
channel differentiation gain competitive advantage through the way they design their channel's
coverage, expertise, and performance. Companies can also gain a strong competitive advantage
through people differentiation—hiring and training better people than their competitors do.
People differentiation requires that a company select its customer-contact people carefully and
train them well. Even when competing offers look the same, buyers may perceive a difference
based on company or brand image differentiation. A company or brand image should convey a
product's distinctive benefits and positioning. Developing a strong and distinctive image calls for
creativity and hard work. A company cannot develop an image in the public's mind overnight by
using only a few ads.
Page Ref: 184-185
Chapter LO: 4
33
103) Brand differences are worth promoting if they satisfy certain criteria. What are the criteria?
Answer: A difference is worth establishing to the extent that it satisfies the following criteria:
Important: The difference delivers a highly valued benefit to target buyers.
Distinctive: Competitors do not offer the difference, or the company can offer it in a more
distinctive way.
Superior: The difference is superior to other ways that customers might obtain the same benefit.
Communicable: The difference is communicable and visible to buyers.
Preemptive: Competitors cannot easily copy the difference.
Affordable: Buyers can afford to pay for the difference.
Profitable: The company can introduce the difference profitably.

Page Ref: 186
Chapter LO: 4
34
Test Bank for Marketing An Introduction, 10th Edition: Armstrong
104) Describe the possible value propositions on which a company might position its products.
Answer: More for more: More-for-more positioning involves providing the most upscale
product or service and charging a higher price to cover the higher costs. A more-for-more market
offering not only offers higher quality, it also gives prestige to the buyer. It symbolizes status and
a loftier lifestyle.
More for the same: Companies can attack a competitor's more-for-more positioning by
introducing a brand offering comparable quality at a lower price.
The same for less: Offering the same for less can be a powerful value proposition—everyone
likes a good deal.
Less for much less: A market almost always exists for products that offer less and therefore cost
less. Few people need, want, or can afford "the very best" in everything they buy. In many cases,
consumers will gladly settle for less than optimal performance or give up some of the bells and
whistles in exchange for a lower price. Less-for-much-less positioning involves meeting
consumers' lower performance or quality requirements at a much lower price.
More for less: Of course, the winning value proposition would be to offer more for less. Many
companies claim to do this. And, in the short run, some companies can actually achieve such
lofty positions.
Page Ref: 187-188
Chapter LO: 4
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Sinzig, das wahrscheinlich das römische
Sentiacum ist, liegt nicht am Rhein, sondern in Sinzig. Linz.
halbstündiger Entfernung an dem schon etwas
erhöhten Fuße der linksseitigen Höhen. Malerisch tritt besonders die
Kirche mit ihrem achteckigen Hauptturme, der an der Chorseite von
kleinen Türmchen flankiert ist, hervor. Sie gilt für eine der schönsten
Kirchen am Rhein. In spätromanischem Stile erbaut, zeigt sie noch
die vorherrschende Verwendung der Rundbogen. Der Bau wurde
1220 geweiht. Das Innere der Kirche ist ausgemalt.
Kunsthistorischen Wert hat ein Flügelbild im nördlichen Kreuzarm,
von einem altkölnischen Meister herrührend, das auf Goldgrund
Christi Kreuzigung, seine Himmelfahrt und den Tod Mariä darstellt.
Auch die Stadt Linz, die gleich Andernach zum Teil noch von Mauern
und Türmen umgeben ist, besitzt eine aus dem Anfang des
dreizehnten Jahrhunderts stammende romanische, dem St. Martin
geweihte Kirche, die jedoch in späterer Zeit einen gotischen
Turmhelm und anderen gotischen Schmuck erhielt. Über Linz erhebt
sich der Donatus- oder Kaiserberg, der einen schönen Blick ins
Rheintal und das auf der anderen Seite sich öffnende Ahrtal
darbietet. Mehr locken den Fremden aber noch die großartigen
Basaltsteinbrüche bei Dattenberg — der Ort ist bekannt durch
seinen Rotwein —, ebenso auf dem Minderberg. Er bewundert dort
die Pracht der Basaltsteinsäulen und ist erstaunt über die schöne,
smaragdgrüne Färbung des Wassers, das sich in den Vertiefungen
der Steinbrüche ansammelt und überraschende Spiegelbilder der
infolge langsamer Erkaltung so regelmäßig gegliederten, bis zu 7 m
langen und 20 cm dicken Basaltsäulen zeigt. Der Geologe, der ihn
dieses Wunderwerk der Natur schauen läßt, führt ihn auch zu den
Rheinkiesablagerungen, die in bedeutender Höhe über dem jetzigen
Spiegel des Stromes verraten, wo dieser einst seine Fluten durch
das noch nicht so tief ausgenagte Tal bewegte.
Abb. 124. Kriegerdenkmal in Bonn.
Nach einer Photographie von Sophus Williams in Berlin. (Zu Seite 128.)
In Remagen gesellen wir uns den zahlreichen
Touristen zu, die dort den Rheindampfer verlassen. Remagen.
Das Ahrtal mit seinen malerisch sich türmenden Apollinariskirche.
Felsen, mit seinem zum Irrlauf gezwungenen Flusse, mit seinen
Burgruinen auf den Bergen und seinen Dorfidyllen in des Tales
Nischen, mit seinen Geschichten und Sagen, mit seinen heilkräftigen
Quellen ist ihr und unser Ziel. Die Zeit bis zur Abfahrt des Zuges
benutzen wir, um die alte Stadt Remagen und ihre
Sehenswürdigkeiten in Augenschein zu nehmen. In dem Orte haben
wir wieder eins der fünfzig Drusus-Kastelle vor uns. Auf der
Peutingerschen Karte, der Nachbildung einer alten römischen
Straßenkarte aus dem Mittelalter, ist Remagen als Rigomagus
aufgeführt. „Wertvoll für die früheste Geschichte der Stadt,“ so
schreibt Kollbach, „ist ferner ein in der Nähe aufgefundener
römischer Meilenstein, welcher uns nicht nur die Zeit des
Straßenbaues unter den Kaisern Markus Aurelius und Lucius Verus
verkündet, sondern auch genau die Entfernung von hier bis Köln als
30000 Schritte angibt.“ Interessante römische Funde wurden zu
Remagen beim Bau der jetzigen Landstraße, im Jahre 1763,
gemacht. Dieselben wanderten, weil der Ort damals zur Pfalz
gehörte, nach Mannheim. Neuen Aufschluß über das römische
Rigomagus ergab in neuester Zeit der 1900 begonnene Neubau der
alten Pfarrkirche. Es war längst bekannt, daß diese inmitten des
Drusus-Kastells stand. Durch die vorgenommenen Nachgrabungen
wurde die Nordmauer desselben am Deichweg freigelegt. Eine
gleich gut erhaltene oberirdische Festungsmauer aus der römischen
Zeit ist in der Rheinprovinz kaum noch irgendwo erhalten. Ein
aufgefundener römischer Ziegelstein trug die Aufschrift RICOM, die
den Gedanken nahe legt, daß der Name des Kastells nicht
Rigomagus, sondern Ricomagus hieß. Auch auf mächtige Schuttmassen
stieß man bei jener Gelegenheit. Kaum ein zweiter Ort am Rhein hat
so schwere Schicksale, so zahlreiche Belagerungen und
Zerstörungen in Kriegszeiten erdulden müssen wie Remagen. Es
wurde 1198 von den Truppen Philipps von Schwaben verbrannt,
1475 von den Burgundern erobert, 1632 von den Schweden
erstürmt, 1633 von den Spaniern zurückerobert, im selben Jahre
aber von den Schweden zusammengeschossen, wobei der
Kirchturm und 200 Häuser zerstört wurden. Kein Wunder, daß nach
solchen schlimmen Zeiten der Ort am Ende des Dreißigjährigen
Krieges nur noch 60 Häuser, wohl richtiger gesagt Hütten zählte.
Und dennoch blieben uns noch einige interessante, mittelalterliche
Baureste erhalten, so das 1246 geweihte gotische Chor der alten
Pfarrkirche und der seltsame, schon viel gedeutete und doch
vielleicht noch nicht richtig erklärte, reich mit Skulpturen
geschmückte Torbogen, der neben dem Pfarrhause steht. In der
Talfurche des Lützerbaches, der in den aussichtsreichen
Viktoriaberg eingeschnitten ist, sind noch Reste einer unterirdischen
römischen Wasserleitung erhalten. So plaudert, wie dieser Bach, fast
jede Örtlichkeit eine Geschichte. Aus der frisch blühenden
Gegenwart, die aber Remagen die frühere Bedeutung noch nicht
wiederzugeben vermochte, stammt die zierliche, von vier schlanken
Türmchen flankierte Apollinariskirche (Abb. 114), die der Graf
Fürstenberg-Stammheim 1839 durch den Dombaumeister Zwirner in
gotischem Stile aufführen ließ.
Abb. 125. Beethoven-Denkmal in Bonn.
Abb. 126. Das Münster in Bonn. (Zu Seite 128.)
Nicht gar zu schnell führt uns der Das Ahrtal.

Eisenbahnzug von Remagen durch das Ahrtal. Wir
lassen die wechselnden Bilder an uns vorübergleiten, und erst dort,
wo die neben uns rauschende Ahr in der engsten Felsenwildnis sich
zu verlieren scheint, in deren Mitte malerisch auf schroffem
Felskegel die Burgruine Altenahr vor uns auftaucht, machen wir halt,
um rückwandernd dann des Tales Schönheit voll zu genießen. Drei
völlig verschiedene Talstücke des Ahrlaufes können wir
unterscheiden. Die oberste Strecke entfaltet noch nichts von der
wilden Schönheit, die das Ahrtal so berühmt gemacht hat. Nur wenig
hat der junge Fluß in dem Grauwacke- und Kalkgestein, das er
zuerst durchfließt, sein Bett vertieft. Grüne Wiesen säumen ihn, und
die Talgehänge prangen in dichtem Waldkleide. Erst bei Altenahr, wo
die Ahr in eine mehr schieferartige Grauwacke eintritt, ändert sich
plötzlich das Talbild. Dieses Gestein bot dem mit starkem Gefälle
gegen die Felsen anstürmenden Flusse, der inzwischen auch durch
zahlreiche Bäche seine wilde Kraft verstärkte, nur geringen
Widerstand dar. So ward die Landschaft durch tiefe Furchen
zerrissen. Auf eine großartige Felsenlandschaft schauen wir von der
Burg Altenahr, dem Stammsitz des Grafengeschlechts von Are,
deren Bau bis ins zehnte Jahrhundert zurückreichen soll, oder vom
Weißen Kreuz (Abb. 115) herab. Wohl zehnmal sehen wir die Ahr
hinter den schroffen Felswänden, die entweder mit zierlichem
Buschwerk bewachsen oder bis hoch hinauf mit Reben geschmückt
sind, verschwinden und wieder hervorkommen. Bis Walporzheim
reicht der enge Teil des Ahrtales. Noch an vielen Punkten entfaltet
dieses mittlere Talstück seine eigenartige Schönheit. Zuweilen
verbreitert das Tal sich etwas, und ein größerer Rebengarten nimmt
uns auf. Dann aber treten die Berge in malerischen Formen wieder
näher an den Fluß heran und zwingen ihn zu neuen Irrläufen. In dem
kühlen Wassergrunde spielt die Forelle. Die rote Felsennelke
schmückt das Gestein. Hie und da führen von der Landstraße
Steinstufen hinauf zu den Weinbergen. Wir wandern an der
vielbesuchten Lochmühle und an dem in stillem Talfrieden liegenden
Mayschoß vorüber und blicken hinauf zu den geringen Resten der
einst auf steiler Felshöhe so trotzig gelegenen Sassenburg. In
breiterem Tal erholt sich die Ahr von ihren Irrläufen. Dann grüßen wir
die Bunte Kuh, einen mit spitzer Nase aus der Bergwand
heraustretenden Fels. Der eigentümliche Name soll von einer Wette
herrühren. Für den Preis einer Kuh erkletterte ein Mädchen den Fels
und wechselte auf der vorspringenden Nase das Strumpfband.
Gleich hinter der Bunten Kuh erreichen wir Walporzheim, den
weltberühmten Weinort, wo im St. Peter gar mancher Zecher des
Weines Kraft erfahren hat.
Abb. 127. Inneres des Münsters in Bonn.
Nach einer Photographie von Stengel & Co. in Berlin. (Zu Seite 128.)
Abb. 128. Marktplatz in Bonn.
Abb. 129. Die Universität zu Bonn.
Nach einer Photographie der Neuen Photographischen Gesellschaft in Berlin-Steglitz.
(Zu Seite 130.)
Bei Walporzheim beginnt das untere, viel breitere Talstück der

Ahr. Das alte Städtchen Ahrweiler (4500 Einw.), der in jüngerem
Glanze aufblühende Badeort Neuenahr (Abb. 116) und der Weinort
Bodendorf sind die bekanntesten Orte auf dieser Strecke. Bei
Ahrweiler liegt auf dem Kalvarienberg das gleichnamige Kloster der
Ursulinerinnen. Wie anders ist auf dieser Strecke das Bild des Tales,
wenn man von einer der Berghöhen herniederschaut! Den
schönsten Überblick haben wir von der Landskrone hinab, die auf
der Nordseite so beherrschend hervortritt. Der Fluß zieht zwischen
Wiesen und Feldern dahin, und die zahlreichen Ortschaften liegen in
einem Kranze von Obstbäumen. Die uns gegenüberliegende
Talwand prangt in üppigem Waldschmucke, während auf der
nördlichen, der Mittagssonne zugekehrten die Rebe bis fast zur
Mündung der Ahr hin ihr Plätzchen behauptet.
Abb. 130. Bismarck-Säule bei Bonn.
Nach einer Photographie der Bonner graph. Kunstanstalt (Rud. Schade) in Bonn. (Zu
Seite 130.)
Abb. 131. Cistercienserabtei Marienstatt auf dem Westerwald.
Nach einer Photographie von H. Hardt in Limburg. (Zu Seite 134.)
Wieder stehen wir am Strande des Rheins, um Rheinfahrt.

das Dampfschiff für die Fahrt von Remagen nach
Bonn zu erwarten. Die „Loreley“ ist’s, die auf den Fluten dort
heranschimmert und nun an der Landebrücke anlegt. Will der Name
des schönen Schiffes noch einmal Kunde uns bringen von dem
herrlichen Bilde, das wir auf der Rheinfahrt schauten, von dem
sagenumwobenen Berge und der Nixe, der jener Schiffer vergessen
lauschte, oder will er der Sage liebliche Laute aufs neue wecken in
unserer Brust beim Anblick anderer Bilder herrlichster Art?
Abb. 132. Westerburg. Auf dem Westerwald.
Abb. 133. Limburg an der Lahn.

Tief steht die Sonne am Himmel. Auf die
Talwand zur Linken senkten sich schon des Rolandseck.
Abends Schatten, aber die Höhen auf der rechten Drachenfels.
Königswinter.
Seite des Stroms lecken noch das letzte Licht des
sterbenden Tages. So feurig strahlt der Abendröte Schein, als wollte
sie die letzte Stunde der Rheinfahrt uns vergolden, daß leuchtend
der Erinnerung schöne Bilder wieder auftauchen können noch in
späteren Jahren, wenn ein großes Stück des Lebens hinter uns liegt
wie ein Traum. O schönes Erinnern, das dann auch erzählt von
jenem Sonnenuntergang am Rhein! Von neuem sehen wir, wie die
dunkle Bergmasse der so trotzig am rechten Rheinufer aufragenden
Erpeler Ley sich rötlich färbt und von den sanften Rebengehängen
Oberwinters auf der andern Seite die letzten Sonnenstrahlen
forthuschen, wie über Rolandseck von schattendunkler Bergeswand
der Rolandsbogen (Abb. 117) grüßt und vor uns das liebliche Eiland
Nonnenwerth mit seinem altersgrauen Kloster auftaucht, wie endlich
der Drachenfels (Abb. 1) aus den Fluten des Stromes auftaucht, so
trotzig, als wollt’ er ihn wehren, weiter zu ziehen und unser Schiff
fortzutragen aus diesem Lande der Poesie. Und auch der Sage
Laute klingen wieder an unser Ohr. Von Hildegunde erzählen sie,
die, einer falschen Nachricht glaubend, die den Tod ihres geliebten
Ritters meldete, im Kloster zu Nonnenwerth die Klage des Herzens
vergessen wollt’, von Roland, der traurig diese Kunde nach
glücklicher Heimkehr vernahm und droben, wo heute noch der
Rolandsbogen steht, sich ein Schloß baute, um immer hinabschauen
zu können auf das Kloster, das die Liebste barg, und von Siegfried,
der den Drachen tötete.
Abb. 134. Inneres des Domes in Limburg an der Lahn.
Doch ein prächtiges Bild, ein stolzer Bau, der aus neuerem
Stein sich auftürmt, scheucht die Bilder der Vergangenheit. In halber
Höhe des Drachenfels erscheint, überragt von der Burgruine, die die
höchste Spitze des Berges so malerisch krönt, das neue, vieltürmige
und zinnenreiche Schloß Drachenburg (Abb. 118 u. 141 bis 143).
Und wie reich das Leben flutet am herrlichen deutschen Rhein,
inmitten dieser, von einer alten Kultur gesegneten Landschaft, das
verrät die vielhundertköpfige Menge, die in Königswinter (Abb. 141)
unser Schiff erwartet. Bis auf den letzten Platz füllt dieses sich, und
mit der Menge zieht rheinische Fröhlichkeit in seine gastlichen
Räume ein. Lustig werden bei der Abfahrt die Tücher geschwenkt,
und bald ertönen die Klänge eines Rheinliedes. Nixen sieht man auf
der Loreley und junge Musensöhne, die in dem Sange die nämliche
„gewalt’ge Melodei“ verspüren, die den Schiffer im kleinen Kahne
lockte. Und desto froher stimmen sie, als verklungen der Loreley
Zaubergesang, selbst sich warnend, Simrocks köstliches Lied an:
An den Rhein, an den Rhein, zieh’ nicht an den Rhein,

Mein Sohn, ich rate dir gut;
Da geht dir das Leben zu lieblich ein,
Da blüht dir zu freudig der Mut.
Siehst die Mädchen so frank und die Männer so frei,

Als wär’ es ein adlig Geschlecht;
Gleich bist du mit glühender Seele dabei:
So dünkt es dich billig und recht.
Und zu Schiffe, wie grüßen die Burgen so schön

Und die Stadt mit dem ewigen Dom;
In den Bergen, wie klimmst du zu schwindelnden Höh’n
Und blickst hinab in den Strom.
Und im Strome da tauchet die Nix’ aus dem Grund,

Und hast du ihr Lächeln gesehn,
Und grüßt dich die Lurlei mit bleichem Mund,
Mein Sohn, so ist es geschehn:
Dich bezaubert der Laut, dich betöret der Schein,

Entzücken faßt dich und Graus:
Nun singst du nur immer: Am Rhein, am Rhein!
Und kehrst nicht wieder nach Haus.
Abb. 135. Nassau an der Lahn.

Wie könnte das rheinische Land schöner Bonn.

gefeiert werden als in diesem herrlichen Liede! Der
es sang, er wohnte in Bonn, der schönen Musenstadt am Rhein, die
nun uns grüßt mit ihren schmucken Villen, ihren lieblichen Gärten,
mit dem trotzigen Alten Zoll und der schwungvollen neuen
Rheinbrücke (Abb. 119). Letztere ist im Jahre 1899 dem Verkehr
übergeben worden. Wer über sie wandert, erfreut sich an dem
bildhauerischen Schmuck, der in den beiden Zollhäuschenpaaren
(Abb. 120) zum Ausdruck gelangt ist, an der naiven Darstellung der
rheinischen Sagen, des Studenten- und Volkslebens (Abb. 121). An
der Beueler Torburg der Rheinbrücke lachen wir recht herzlich über
das „Bröckemännche“ (Abb. 122), das durch seine Haltung die
Bewohner von Beuel sehr drastisch dafür straft, daß ihre Gemeinde
zum Brückenbau nichts zusteuerte.
Abb. 136. Denkmal des Freiherrn vom Stein bei Nassau.
Abb. 137. Kurhaus und Kurgarten in Ems.
Bonn ist oft verglichen worden mit der ihm Bonn. Das
geistig so nah verwandten Musenstadt am Neckar, Siebengebirge.
mit dem nicht weniger gepriesenen Heidelberg. Die
Lage der beiden Städte ist jedoch völlig verschieden. Heidelberg
konnte sich gleichzeitig an einen Flußlauf betten und an eine
hochragende Bergwand lehnen. Bonn sieht sich von den
Berggehängen, die den Rheinstrom bis dorthin malerisch
schmückten, verlassen, sieht sie aber in schön geschwungenen
Linien und in nicht zu weiter Ferne auftauchen, sowohl seitwärts
über der Poppelsdorfer Allee, die nach Südwesten zur
Wallfahrtskirche auf dem Kreuzberge hinzeigt, als auch in
südöstlicher Richtung über der breiten Wasserfläche des Rheins, der
des Landes Krone, die Sieben Berge, auf seinem Spiegel trägt. So
steht in dem Landschaftsbilde der beiden schönen Musenstädte die
malerische Nähe, die nichts dem Auge verhüllt, der lockenden
Ferne, die das Gemüt des Beschauers zu sich hinzieht, einander
gegenüber. Dieser Gegensatz muß im Empfinden des Menschen
zum Ausdruck kommen: die Nähe wirkt immer großartig, die Ferne

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27) A segment is less attractive when ________.

54) "Less-for-much-less" positioning involves meeting consumers' requirements for ________.

56) Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both?"

93) Describe how marketers use multiple-segmenting bases to their advantage.

95) Why do international markets need to be segmented?

96) Briefly describe the requirements for effective market segmentation.

Accessible: The market segments can be effectively reached and served.

Differentiable: The segments are conceptually distinguishable and respond differently to

In the extreme, micromarketing becomes individual marketing—tailoring products and

101) Explain the concept of positioning for competitive advantage.

Important: The difference delivers a highly valued benefit to target buyers.

Communicable: The difference is communicable and visible to buyers.

Preemptive: Competitors cannot easily copy the difference.

Affordable: Buyers can afford to pay for the difference.

Profitable: The company can introduce the difference profitably.

Nicht gar zu schnell führt uns der Das Ahrtal.

Bei Walporzheim beginnt das untere, viel breitere Talstück der

Wieder stehen wir am Strande des Rheins, um Rheinfahrt.

Abb. 133. Limburg an der Lahn.

An den Rhein, an den Rhein, zieh’ nicht an den Rhein,

Siehst die Mädchen so frank und die Männer so frei,

Und zu Schiffe, wie grüßen die Burgen so schön

Und im Strome da tauchet die Nix’ aus dem Grund,

Dich bezaubert der Laut, dich betöret der Schein,

Abb. 135. Nassau an der Lahn.

Wie könnte das rheinische Land schöner Bonn.

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