Deck 8: Segmenting, Targeting, and Positioning

Question 1

Scenario 8-2
ProtecTV is a product that selectively mutes words and phrases some people find objectionable. It can be connected to a television, DVD player, or satellite TV system. The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.
Refer to the scenario. By helping parents who want to protect the innocence of their children, which type of segmentation is ProtecTV using?

A)benefit
B)demographic
C)geodemographic
D)competitive

Answer 1

A

Question 2

What is the term for segmenting markets by region of a country or the world, market size, market density, or climate?

A)geographic segmentation
B)benefit segmentation
C)demographic segmentation
D)usage-rate segmentation

Answer 2

A

Question 3

The Brown sisters own Creative Catering and would like to improve customer satisfaction and increase repeat business. When you ask them to describe a typical customer, they say it is impossible and explain that with corporate functions, family affairs, and fundraisers, they do not have a typical customer. Why should they use market segmentation?

A)It will enable them to build an accurate description of customer needs by group and to design a marketing mix to fit each segment.
B)It will allow Creative Catering to reduce the size of the market it serves.
C)It will allow Creative Catering to learn how to group these markets together into one market to serve all of them adequately.
D)It will help develop a generalized definition of the market as a whole and reveal the optimal marketing mix for this market.

Answer 3

A

Question 4

Scenario 8-1
E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians. At one time it used the same marketing mix for all of its customers, but it has discovered that it needs a different marketing mix to appeal to its ethnic customers.E&V studios are located in urban areas such as Toronto and Vancouver.
Refer to the scenario. E&V Bridal Studios markets its services to its customers by using ethnicity to divide its customers into segments. Which of the following would ethnicity be classified as?

A)perceived image
B)accessibility quotient
C)environmental control
D)segmentation base

Question 5

Scenario 8-2
ProtecTV is a product that selectively mutes words and phrases some people find objectionable. It can be connected to a television, DVD player, or satellite TV system. The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.
Refer to the scenario. What is the primary market segment for ProtecTV?

A)all parents
B)educators
C)children under the age of 12
D)parents with preteens in their households

Question 6

Jane Roman, a regional manager forChapters, used the company's customers' ages, genders, income levels, lifestyles, and the manners in which they consumed books to divide the reading market. What are these characteristics known as?

A)differentiation guides
B)segmentation bases
C)perceptual maps
D)responsiveness quotients

Question 7

Scenario 8-2
ProtecTV is a product that selectively mutes words and phrases some people find objectionable. It can be connected to a television, DVD player, or satellite TV system. The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.
Refer to the scenario. What demographic segmentation variable has its manufacturer used to identify its target market?

A)gender
B)benefit
C)usage rate
D)family life cycle

Question 8

Scenario 8-1
E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians. At one time it used the same marketing mix for all of its customers, but it has discovered that it needs a different marketing mix to appeal to its ethnic customers.E&V studios are located in urban areas such as Toronto and Vancouver.
Refer to the scenario. Which segmentation variable does the company rely on to identify its market?

A)geographic
B)socio-cultural
C)socioeconomic
D)demographic

Question 9

Which of the following can market segmentation assist marketers to do?

A)to develop more precise definitions of customer needs and wants
B)to identify which variable base should be used for segmenting
C)to more accurately define financial objectives
D)to improve human resource allocation

Question 10

What is the purpose of market segmentation?

A)to reduce the market to a specific size that the firm can handle
B)to divide the market into equal size and profit regions for sales territories
C)to enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups
D)to develop a generalized definition of the market as a whole

Question 11

A portion of the automobile market loves taking long drives in the country in a convertible while their kids are babysat. What is a term for this subgroup of individuals?

A)a market universe
B)a market segment
C)an aggregated market
D)a segmentation base

Question 12

Scenario 8-1
E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians. At one time it used the same marketing mix for all of its customers, but it has discovered that it needs a different marketing mix to appeal to its ethnic customers.E&V studios are located in urban areas such as Toronto and Vancouver.
Refer to the scenario. What type of segmentation strategy does the wedding consultant use?

A)geographic marketing
B)undifferentiated targeting
C)multisegment marketing
D)concentrated targeting

Question 13

The computer market can be divided in to laptops, personal computers, mainframes, and tablets. This market can also be broken down via the types of users who will use the above types of devices. What is this process of dividing markets called?

A)perceptual mapping
B)positioning
C)micromarketing
D)market segmentation

Question 14

A group of high school students stop by a sporting goods store. The store has just received a new shipment of high-end racing bicycles. The bicycles range in price from $1,200 to $3,000. All of the students want one of these new bikes, but none has the means to buy one. Is this group of consumers a potential market for the expensive bikes?

A)Yes, they are a potential market since they are interested in the bikes.
B)No, they are not a potential market because they do not have the ability to purchase at this time.
C)No, they are not a potential market because to qualify as a market they must need the product.
D)Yes, they are a potential market because this product could satisfy their consumer wants and desires.

Question 15

Scenario 8-1
E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians. At one time it used the same marketing mix for all of its customers, but it has discovered that it needs a different marketing mix to appeal to its ethnic customers.E&V studios are located in urban areas such as Toronto and Vancouver.
Refer to the scenario. Chinese brides want elaborate red gowns, and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar. Which procedure does E&V Bridal Studios use to divide its large market?

A)micromarketing
B)positioning
C)market segmentation
D)cannibalization

Question 16

What do we call a group of people or organizations that has wants and needs that can be satisfied by particular product categories, and has the ability to purchase these products?

A)a firm
B)a base
C)a market
D)a target

Question 17

Today's typical recreation vehicle owner is white, 50 years old, and married. With a mean household income of $71,900, typical recreation vehicle owners are more affluent than average and tend to own their homes. They spend approximately 19 days a year in their rolling homes. On the way, they're likely to listen to country music, easy listening, or all-talk radio. This describes which of the following for recreation vehicles?

A)market segment
B)market differentiation
C)perceived market
D)target market

Question 18

Why do consumer goods companies take a regional approach to marketing?

A)because companies have the opportunity to take more time to react to competition
B)because consumer markets lack intense competition
C)because baby boomers and seniors can be easily attracted using this approach
D)because companies are introducing brands appealing to local preferences

Question 19

A market is best described as people or organizations that have which of the following?

A)money to pay for a service
B)a medium of exchange and products they desire
C)needs and wants, ability, and willingness to buy
D)communication, financial, and capital resources

Question 20

Scenario 8-2
ProtecTV is a product that selectively mutes words and phrases some people find objectionable. It can be connected to a television, DVD player, or satellite TV system. The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.
Refer to the scenario. ProtecTV is the only product of its kind that has an expandable dictionary. Parents can add words and phrases they find offensive, and the additional words will be deleted from soundtracks and captioning. Which type of strategy is ProtecTV using?

A)repositioning
B)product differentiation
C)market integration
D)undifferentiated targeting

Question 21

Budweiser beer was one of the official sponsors of the 2010 World Cup soccer championship held in South Africa. As such, Budweiser beer was the only beer available in the soccer stadium where the games were played. South Africans were outraged because they equate drinking Bud to drinking water. In this case, which type of segmentation should have been primarily used?

A)geographic
B)economic
C)social
D)usage-rate

Question 22

NASCAR racing fans are some of the most diverse and loyal fans in the world. They will stand in the pouring rain, the freezing cold, or the blistering heat for hours to shake the hand and get the autograph of a NASCAR super driver. These fans are not concentrated in any one area, but are dispersed throughout the United States and Canada. Which type of segmentation would be most effective to determine a target market for a website designed to market NASCAR memorabilia?

A)demographic segmentation
B)psychographic segmentation
C)geodemographic segmentation
D)usage rate segmentation

Question 23

Atomic Ranch is a new magazine that targets people who grew up in ranch-style houses, now own ranch-style houses, and appreciate articles about the history of the style and sensitive makeovers that keep the essential ranch style while allowing for modern conveniences. Which type of variables does this new publication rely on to identify its target market?

A)psychographic variables
B)demographic variables
C)usage rate variables
D)family life cycle variables

Question 24

What do marketers use to segment markets because this information is widely available, and factors such as age or gender are often related to consumer purchasing and consumption behaviour?

A)benefits
B)psychographics
C)demographics
D)socio-cultural attributes

Question 25

What is the term for the segmenting of markets based on the region of the country or the world, market size, market density (number of people within a certain unit of land), or climate?

A)community regionalization
B)geographic segmentation
C)geodemographic segmentation
D)demonstrable regionalization

Question 26

The editorial board of Gamers' Page, a magazine that primarily caters to people who are enthusiastic about sports and gaming, targets people who enjoy games. What type of market segmentation does the editorial board of Gamers' Page use?

A)usage-rate segmentation
B)geographic segmentation
C)psychographic segmentation
D)benefit segmentation

Question 27

Which of the following divides individuals into groups according to the way they spend their time, the importance of items in their surroundings, their beliefs, and socioeconomic characteristics?

A)life-cycle segmentation
B)temporal segmentation
C)lifestyle segmentation
D)microsegmentation

Question 28

You are an advertising manager for a company that sells health and fitness equipment to upscale professionals between the ages of 25 and 45. Your firm advertises during drive time on easy-listening radio stations and on television on the A&E and the Discovery channels. On what basis are you most likely to segment this market?

A)region
B)usage
C)stage of family life cycle
D)lifestyle

Question 29

Ten Thousand Villages is a nonprofit retail store that sells gift items made by artisans from over 30 different countries. This store provides employment to craftspeople in developing nations and markets their handiwork at a fair price. The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. Which type of segmentation does the store use?

A)demographic segmentation
B)psychographic segmentation
C)geodemographic segmentation
D)ethnic segmentation

Question 30

Almost all cell phones sold in Canada are sold at subsidized prices, with expensive plans. Almost all cell phones sold in Europe are sold at full price with cheaper plans. A cell phone manufacturer knowing this information could use which type of segmentation when selling its phones internationally?

A)geographic
B)economic
C)demographic
D)benefit

Question 31

In Miami, the most popular Cuban radio station starts broadcasting in Russian for two hours daily to reach the 300,000 Russian-speaking people who live in South Florida. What type of segmentation is the radio station using?

A)usage rate
B)ethnic
C)socioeconomic
D)geographic

Question 32

Women have been treated as second-class citizens by the sporting goods industry, but in 2002, sporting goods manufacturers and retailers began aggressively pursuing this market. Nike opened two women-only boutiques called Nike Goddess to test how receptive women were to its new merchandising concepts. Which type of demographic segmentation was the sporting goods industry using?

A)lifestyle
B)usage rate
C)benefit
D)gender

Question 33

While most marketing to Generation Y tries so hard to be hip that it borders on parody, Vans has kept the decades-old brand real and vital for Gen Yers. The segmentation plan used by Vans relies heavily on which type of segmentation?

A)ethnicity
B)income
C)age
D)gender

Question 34

Mrs. Resham Kaur loves to watch Bollywood movies, goes to the temple regularly, and is heavily involved in local politics. Which type of segmentation is based on these characteristics?

A)psychographic segmentation
B)demographic segmentation
C)benefit segmentation
D)family life-cycle segmentation

Question 35

You would expect to find more stores targeting hunters in Northern Ontario than in Southern Ontario because hunting is a more popular pastime in rural areas than urban. A national chain of sporting goods stores would likely use which type of segmentation when stocking hunting merchandise?

A)geographic
B)economic
C)demographic
D)geodemographic

Question 36

A manufacturer of blankets knows heavy 100 percent wool blankets sell better in the Maritimes where the winters are harsh and that lighter-weight blankets sell better in Southern British Columbia, where mild winters require fewer and lighter covers for the bed. Segmenting the market according to climate is an example of which type of segmentation?

A)psychographic
B)lifestyle
C)geographic
D)demographic

Question 37

Which type of segmentation do magazines such as Martha Stewart Living, Better Homes & Gardens, and other magazines targeted to people who are interested in improving their personal spaces rely on?

A)psychographic segmentation
B)demographic segmentation
C)usage rate segmentation
D)family life-cycle segmentation

Question 38

Which of the following would be most likely to use family life-cycle segmentation?

A)businesses that produce and market computer software and hardware
B)the snack industry
C)fast-food restaurants
D)wedding planners, couples-only resorts, and daycare centres

Question 39

The James Hardie Siding Company sells concrete siding. It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed. So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years. In terms of psychographic segmentation, which type of variable did the siding company use?

A)lifestyle
B)motives
C)benefits
D)demographic variable

Question 40

Income, ethnic background, gender, and age are all examples of which type of segmentation bases?

A)geodemographic
B)organizational
C)demographic
D)socioeconomic

Question 41

David is a vacuum salesman and is looking for a cell phone that will help him to keep in touch with family via texting, to keep in touch with his office while he is on the road, and a phone that will let him connect to the Web. What type of segmentation should be used here?

A)benefit segmentation
B)value-added segmentation
C)mass segmentation
D)macrosegmentation

Question 42

Which of the following is one of the four criteria identified in your text for successful market segmentation?

A)sustainability
B)immeasurability
C)accountability
D)accessibility

Question 43

Five statistically distinct health segments in the general population have been identified. One basis for this segmentation was whether a consumer had regular checkups or sought medical treatment only when injured or sick. Which segmentation could be used by health providers to reach these market segments?

A)demographic segmentation
B)aggregate segmentation
C)usage-rate segmentation
D)economic segmentation

Question 44

The Grief Store sells keepsake urns, cremation urns, funeral jewellery, and books on how to cope with the grief resulting from the death of a loved one. Which type of segmentation is the Grief Store using?

A)benefit segmentation
B)lifestyle segmentation
C)motive segmentation
D)family lifestyle segmentation

Question 45

Ever since Hunter got his new Shell MasterCard, which gives him a 5 percent rebate on all purchases of Shell gas, he buys gas only Shell stations. Shell introduced its credit card plan as a means of implementing which type of segmentation?

A)lifestyle segmentation
B)motive segmentation
C)usage-rate segmentation
D)demographic segmentation

Question 46

What type of segmentation clusters potential customers into neighbourhood lifestyle categories and is a combination of geographic, demographic, and lifestyle segmentation?

A)geodemographic segmentation
B)microsegmentation
C)socio-cultural segmentation
D)lifestyle segmentation

Question 47

Which of the following proposes that a minority of a firm's customers purchase a majority of the volume of the product?

A)the majority myth
B)the equity fallacy
C)the 80/20 principle
D)the cannibalization rule

Question 48

Karry-Lite, the manufacturer of lightweight suitcases with wheels, uses as its slogan, "Takes the 'lug' out of luggage." Which type of segmentation is illustrated by this slogan?

A)geodemographic segmentation
B)benefit segmentation
C)functional segmentation
D)feature-based segmentation

Question 49

ThermaCare air-activated heat wraps are to be wrapped around sore muscles and joints. The product is advertised as a powerful pain reliever and a source of deep muscle relaxation. Its soothing warmth can work at night while you sleep to restore your body. Which type of segmentation is the manufacturer of ThermaCare heat wraps using?

A)geodemographic segmentation
B)functional segmentation
C)benefit segmentation
D)feature-based segmentation

Question 50

Which of the following sayings best describes why marketers find geodemographic segmentation so effective?

A)A bird in the hand is worth two in the bush.
B)Every action has an opposite and equal reaction.
C)Birds of a feather flock together.
D)Don't put all of your eggs in one basket.

Question 51

To be useful, a segmentation scheme must produce segments that meet four basic criteria. What are they?

A)accessibility, sustainability, reliability, and homogeneousness
B)tangibility, flexibility, causality, and accessibility
C)substantiality, measurability, accessibility, and responsiveness
D)reliability, consistency, tangibility, and accessibility

Question 52

Tall Paul's Tall Mall is the only furniture manufacturer that makes furniture to meet the needs of people who are over 198 cm tall. These people find furniture designed for average-sized people to be cramped and uncomfortable. Which type of segmentation does Tall Paul's use?

A)geodemographic segmentation
B)benefit segmentation
C)demographic segmentation
D)psychographic segmentation

Question 53

A manufacturer of lenses used in microscopes, binoculars, and telescopes has segmented its market into scientific equipment manufacturers, sporting equipment manufacturers, and retailers who sell replacement lenses. In order for this segmentation scheme to be successful, which of the following criteria does NOT need to be met?

A)substantiality
B)accessibility
C)identifiability and measurability
D)complexity

Question 54

The public transportation system in the Toronto area conducted a survey that revealed respondents could be assigned to one of four categories: (1) people who never used mass transit, (2) people who used mass transit in the past but not now, (3) people who used mass transit occasionally, and (4) people who used mass transit regularly. These groups have significantly different perceptions about transportation alternatives. Which type of segmentation is this?

A)demographic segmentation
B)benefit segmentation
C)aggregate segmentation
D)usage-rate segmentation

Question 55

If you wanted to introduce a magazine devoted to providing information on how to live off the land in Canada, you would be likely to target western Canadian men who have a strong need for individualism and limited government regulations. In other words, you would probably use which type of segmentation?

A)socio-cultural segmentation
B)geodemographic segmentation
C)attitudinal segmentation
D)situational segmentation

Question 56

A 19-year-old college student might be a "party animal" living in a dorm. Another student might be a husband with a small child and a full-time job. If you were in charge of a marketing program aimed at these men, what technique would be the easiest to employ that might help you to distinguish between them?

A)age cohort analysis
B)benefit segmentation
C)product differentiation
D)concentration

Question 57

Train collector Jack McCoy has decided to open a store that sells train memorabilia. After 18 months in business, he has noticed most of his sales are to the same small group of customers (about 40 people), even though records show there are over 200 active train collectors within a 80-kilometre radius of the store. Which of the following does this retailing experience support?

A)the optimizer principle
B)the min-max rule demand
C)the 80/20 principle
D)the rule of demand

Question 58

People with diabetes who need to replenish electrolytes lost during activity or illness cannot drink Gatorade because it is high in sugar. As a result, a manufacturer has developed Champion Lyte, which contains no sugar. Which type of segmentation did the manufacturer of Champion Lyte use to identify its market?

A)geodemographic segmentation
B)usage-rate segmentation
C)demographic segmentation
D)benefit segmentation

Question 59

A number of plastic surgery groups are making use of loyalty cards. Patients who have five procedures will receive a free procedure. Aimed at patients who get maintenance treatments such as Botox or regular face peels, the loyalty cards may be used toward any type of surgical procedure. Which type of segmentation is this?

A)demographic segmentation
B)benefit segmentation
C)usage-rate segmentation
D)economic segmentation

Question 60

Why are many retail firms interested in customer loyalty cards and programs?

A)because roughly 80 percent of the profit comes from 20 percent of the sales
B)because roughly 80 percent of a firm's customers are repeat business
C)because roughly 50 percent of a firm's customers purchase 80 percent of the sales volume of the product
D)because roughly 20 percent of a firm's customers purchase 80 percent of the sales volume of the product

Question 61

In the context of purchasing profiles, what do we call business customers who consider numerous suppliers, solicit bids, and study all proposals carefully before selecting one?

A)laggards
B)innovators
C)optimizers
D)satisficers

Question 62

A mobile home manufacturer has decided to add food trailers to its product line. If all the current competitors in that market use a differentiated product market strategy, which strategy would make the most sense for the manufacturer to implement?

A)product differentiation strategy
B)undifferentiated product strategy
C)concentrated targeting strategy
D)multisegment targeting strategy

Question 63

Every six months or so, some manufacturer introduces a new shape or colour for the boxes that house the hardware to run PCs. These manufacturers ignore the fact most people like their technology in plain wrappers. These bright colours and odd shapes have failed because the market segment to which they are targeted lacks which of the following?

A)substantiality
B)identifiability and measurability
C)responsiveness
D)reliability

Question 64

The Toronto Zoo has completed a thorough examination of its patrons, such as Chinese families and ethnic communities. It grouped the customers into three segments based on size, geographic region, and benefits sought. Would you recommend a new segmentation analysis this year?

A)No, once every 10 years is about average.
B)Yes, I would recommend one be done regularly because of the rapidly changing nature of most markets.
C)No, consumer markets are not rapidly changing or developing like business goods markets.
D)Yes, a new analysis would be in order, but it should use different bases to get some variety.

Question 65

Manufacturers of instant potato flakes sell to resellers, institutional food services, and movie production companies. (Instant potato flakes are typically used in movies when the scene calls for falling snow.) How would manufacturers of instant potato flakes most likely segment their market?

A)by company characteristics
B)by the buying process
C)by financial terms
D)by customer relationship objectives

Question 66

Candace makes and markets Festive Holiday Truffles candy. Candace views the world as one big market with no individual segments and tries to reach it with only one marketing mix. Her essentially mass-market philosophy indicates she probably uses which strategy?

A)multisegment targeting
B)universal targeting
C)concentrated targeting
D)undifferentiated targeting

Question 67

Which strategy entails selecting one segment of a market to target, and focuses on understanding the needs, motives, and satisfactions of the members of that segment, as well as on developing a highly specialized marketing mix?

A)universal development
B)undifferentiated targeting
C)concentrated targeting
D)market development

Question 68

Canon Cameras has developed a new camera for baby boomers with a fewer options and larger buttons. What would these baby boomers be to Canon?

A)a heterogeneous segment
B)a target market
C)a responsive segment
D)an aggregated market

Question 69

Wesley Electronics Inc. is a company that manufactures electronic gadgets. The marketing managers of the company spend a great deal of money on advertising in order to create awareness of the company's products among potential customers. They employ various methods of advertising, such as print, broadcast, and online advertising. According to the steps of market segmentation, what is Wesley Electronics Inc. most likely doing?

A)selecting a market or product category for study
B)designing and implementing marketing mixes
C)profiling and analyzing market segments
D)selecting segmentation descriptors for a market

Question 70

Which of the following identifies correctly how often market segmentation should be done?

A)should be done once a month
B)is rarely done by consumer products companies
C)needs to be done only once for each product
D)should be redone periodically

Question 71

DCS designed an excellent line of specialty barbecues, had good distribution, used effective promotion with its market, and within four years had a respectable market share. Yet financial losses every year have caused DCS to drop this line. What might this market segment, relative to the resources devoted to it, have lacked?

A)reliability
B)identifiability and measurability
C)substantiality
D)accessibility

Question 72

Georgia Pacific and Mitchell Gold are two companies that have implemented and maintained marketing mixes designed to meet the needs of lesbians and gays. To these companies and others, lesbians and gays are desirable customers. How would they be best classified?

A)as a market sample
B)as a target market
C)as a perceived market
D)as a functional market

Question 73

What is the next step after selecting a market for study and choosing bases for segmenting that market?

A)selecting segmentation descriptors
B)implementing and maintaining a marketing mix
C)designing a marketing mix
D)profiling and analyzing segments

Question 74

June LaVista owns a health and fitness gym. After dividing her customers into four segments based on income range, age, level of fitness, and other selected segmentation descriptors, she wrote out a description of each segment's size, expected growth, frequency of exercise, and overall profit potential. What did LaVista engage in?

A)profiling and analyzing her market segments
B)positioning her products to her market segments
C)targeting promotions to her market segments
D)differentiating her market segments

Question 75

Serving the specific needs of a segment must be commercially viable, even if the number of potential customers is small. A selected segment must be large enough to warrant developing and maintaining a special marketing mix according to the criterion of which of the following?

A)causality
B)accountability
C)responsiveness
D)substantiality

Question 76

The city of Blossom Valley has a job training program for the homeless but has had a difficult time reaching this group with information about the program even though radio and television stations have provided public service advertisements free of charge. This illustrates a segmentation problem with which of the following?

A)substantiality
B)identifiability and measurability
C)responsiveness
D)accessibility

Question 77

In the context of a buying process, what are satisficers most likely to do?

A)select the best supplier who satisfies their product and delivery requirements
B)study numerous proposals carefully before selecting one
C)contact familiar suppliers and place orders with the first one that fulfills their requirements
D)contact new and unfamiliar suppliers when they need to purchase a product

Question 78

John Sichner, editor and publisher of Beverage Digest, a trade journal for beverage producers, wrote, "In this day and age, one product can't be the answer for all consumers." What was Sichner opposing the use of?

A)repositioning
B)reengineering
C)one-to-one marketing
D)undifferentiated targeting

Question 79

The marketing researcher for a manufacturer of designer clothing for infants and toddlers has submitted a report on potential segments for expansion of its marketing efforts. She noted an increase of professional women over the age of 35 who are leaving their jobs to have their first babies. She described this segment as having substantiality. What does this mean?

A)The segment has enough special stores, magazines, and other outlets that it will be possible to direct advertisements at this group.
B)The segment is large enough to permit a profitable market effort toward its members.
C)The segment exhibits a response rate to marketing variables different from the rates of other segments.
D)The segment is too large and needs to be reduced to a more easily identifiable and measurable size.

Question 80

Sure Fit Inc. has begun a rebranding strategy to let customers know it no longer produces only slipcovers, but also carries a line of rugs, window treatments, and bedding. What would it describe as women with average annual household income of $60,000 or more?

A)its market audience
B)its market differentiation
C)its perceived market
D)its target market