7 Chapter Identifying Market Segments and Targets
True/False Questions
1. Traditionally, micromarketing of a consumer product results in the largest potential market for that product. False (moderate) p. 111 AACSB (Reflective Thinking) 2. Consumers who belong to the same market segment have identical needs and wants. False (difficult) p. 111 AACSB (Reflective Thinking) 3. Target marketing requires marketers to take three major steps: 1) identify and profile distinct groups, 2) select one or more segments to enter, and 3) predict the consumer behavior of the segments. False (moderate) p. 111 AACSB (Reflective Thinking) 4. If everyone's choice for their computer printer were an HP LaserJet 1200, there would be a heterogeneous preference segment in the computer printer market. False (moderate) p. 111 AACSB (Use of IT) 5. There are four levels at which a firm could micromarket--segments, niches, local areas, and individuals. True (easy) pp. 111-112 AACSB (Reflective Thinking) 6. The ultimate level of marketing segmentation is mass marketing. False (moderate) p. 112 AACSB (Reflective Thinking) 7. Customerization combines operationally driven mass customization with customized marketing. True (easy) p. 113 AACSB (Reflective Thinking) 8. The first step in segmenting a market is to create segment "story boards" to test the segment's viability. False (moderate) p. 114 AACSB (Reflective Thinking) 9. Geoclustering is a technique for segmenting markets on the basis of multiple attributes. True (difficult) p. 114 AACSB (Reflective Thinking) 10. One reason geoclustering is increasingly popular is the falling cost of data manipulation. True (difficult) p. 114 AACSB (Reflective Thinking) 11. One of the reasons demographic variables are the most popular variables for segmenting the consumer market is because usage rates are often associated with demographic characteristics. True (moderate) p. 114 AACSB (Reflective Thinking) 12. Lifestyle is an example of a demographic segmentation variable. False (easy) p. 114 AACSB (Reflective Thinking) 13. By and large, income is an excellent predictor of who will buy what products. False (easy) p. 116 AACSB (Reflective Thinking) 14. Social Class is an example of a psychographic segmentation variable. False (moderate) p. 116 AACSB (Reflective Thinking)
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15. Many marketers believe behavioral variables are the best starting point for constructing market segments. True (moderate) p. 117 AACSB (Reflective Thinking) 16. "Benefits sought" is an example of a behavioral segmentation variable. True (moderate) p. 118 AACSB (Reflective Thinking) 17. When Harley Davidson used the slogan "It's time," and offered test rides and bargain financing on its Sportsters products, it was using geographic segmentation. False (moderate) pp. 117-119 AACSB (Reflective Thinking) 18. In business market segmentation, operating variables are the most important segmentation variable. False (moderate) p. 119 AACSB (Reflective Thinking) 19. Single-segment concentration, one of five patters of target market selection, means serving just one market segment with one product. True (moderate) p. 122 AACSB (Reflective Thinking) 20. Firms that offer tailored programs for several different market segments engage in differentiated marketing. True (moderate) p. 124 AACSB (Reflective Thinking) Multiple Choice Questions 21. Traditionally, mass marketing of a consumer product results in __________. a. the largest potential market for that product (moderate) p. 111 AACSB (Reflective Thinking) b. increased product prices due to the lack of differentiation and decreased competition c. easier channel selections d. fewer competitors because there are fewer markets e. lower profit margins 22. Bentley produces fine automobiles with price tags in the $300,000 and above range. Because the number of people with sufficient income to purchase a Bentley is relatively small, we might say Bentley is engaged in __________ marketing. a. local b. aggregated c. individual d. niche (easy) pp. 111-112 AACSB (Analytic Skills) e. derived 23. A(n) __________ market is characterized by a fairly narrowly defined market with a complete and distinct set of needs, and a willingness to pay a premium to meet those needs. a. local b. niche (easy) pp. 111-112 AACSB (Reflective Thinking) c. individual d. derived e. homogeneous
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24. All of the following are part of an attractive niche EXCEPT: a. the niche has variety-seeking consumers (moderate) pp. 111-112 AACSB (Reflective Thinking) b. consumers in the niche have distinct needs c. the niche is not likely to attract heavy competition d. the niche can specialize and therefore realize certain economies e. the niche has growth potential 25. A southern chain of barbecue restaurants would find it advantageous to prepare a sweet pork sandwich with coleslaw inside for Mississippians, a mustard-based sauce with pork and coleslaw on the side for Carolinians, and a smoky beef sandwich with thick white bread instead of a bun for Texans. If the chain engages in __________ marketing, it will improve the likelihood of its success. a. local (moderate) p. 112 AACSB (Analytic Skills) b. niche c. individual d. homogeneous e. demographic 26. An argument against local marketing is that it __________. a. makes it difficult to be profitable because of the small size of the market b. makes it difficult to select a proper distribution channel c. drives up marketing and manufacturing costs by reducing economies of scale (difficult) p. 112 AACSB (Reflective Thinking) d. leads to a homogenization of the market e. solidifies a brand's overall image in the marketplace because it delivers the same advertising message throughout its market 27. The ultimate level of marketing segmentation is __________ marketing. a. local b. niche c. individual (moderate) p. 112 AACSB (Reflective Thinking) d. homogeneous e. mass 28. __________ combines mass customization with customized marketing. a. Niching b. Specialization c. Customerization (moderate) p. 113 AACSB (Reflective Thinking) d. Concentrated marketing e. Clustered marketing 29. A company is customerized when it is able to respond to individual customers by customizing its products, services and messages on a __________ basis. a. macro b. micro c. uniform d. one-to-one (moderate) p. 113 AACSB (Reflective Thinking) e. cluster
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30. Which of the following is NOT one of the five categories of PRIZM groups? a. interests (moderate) p. 114 AACSB (Reflective Thinking) b. race c. mobility d. education e. lifecycle 31. If a food company segments a market on the basis of life stage information, its basis for segmentation is __________. a. behavioral b. needs-based c. demographic (moderate) p. 114 AACSB (Reflective Thinking) d. geographic e. psychographic 32. If you go to a Target store on the east side of Phoenix, you will find prayer candles but no bicycle child carriers. The Target store in Scottsdale sells trailers but does not stock portable heaters. You'd have to go to the Target store in Mesa to find heaters. Target realizes that the people in each of these neighborhoods do not have the same needs and should therefore not be offered the same products. This is an example of __________. a. benefits segmentation b. geoclustering (moderate) p. 114 AACSB (Reflective Thinking) c. demographic segmentation d. behavioral segmentation e. psychographic segmentation 33. When the parent company introduced Southern Belles magazine, it was described as "a new publication that covers female style and southern life." From this statement, you should be able to describe the segmentation strategy used for the magazines as __________. a. benefits segmentation b. geoclustering (moderate) p. 114 AACSB (Reflective Thinking) c. demographic segmentation d. behavioral segmentation e. psychographic segmentation 34. While studying consumer-buying patterns for malt liquor, Joan has learned that more of the product is consumed in ethnic neighborhoods on a per capita basis than in less homogeneous areas. She is studying __________ data. a. geographic b. demographic (easy) p. 114 AACSB (Reflective Thinking) c. psychological d. personality e. lifestyle 35. Which of the following is an example of a demographic segmentation variable? a. generation or social class (moderate) p. 114 AACSB (Reflective Thinking) b. personality c. attitude toward the product d. lifestyle e. user status
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36. Perrigo Corporation makes One-Source Mature, a high potency, multivitamin for active men and women over 50. This is an example of __________ segmentation. a. gender b. generation c. age and life-cycle (moderate) p. 114 AACSB (Reflective Thinking) d. user status e. usage rate 37. Which of the following statements best describes the difference between age and life-cycle segmentation and generational segmentation? a. Age and life-cycle segmentation is rigid and unchanging over time while generational segmentation changes with each decade. b. Age and life-cycle segmentation assumes people are influenced by where they are in life, and generational segmentation assumes they are influenced by what they grew up with. (difficult) pp. 114-116 AACSB (Analytic Skills) c. Age and life-cycle segmentation is a relatively straightforward segmentation strategy while generational segmentation is much harder to implement. d. Age and life-cycle segmentation assumes the effect of time, and generational segmentation is based on the effects of economic and social status. e. There are no differences between age and life-cycle segmentation and generational segmentation. 38. Which of the following is NOT an example of a loyalty status segmentation variable? a. medium b. none c. strong d. absolute e. negligible (moderate) p. 115 AACSB (Reflective Thinking) 39. The Lazy H Dude Ranch is open to people of all sizes, shapes, and belief systems. It's a place people can go to unwind from the stress of daily life. Which of the following is an example of a psychographic variable the owner of the retreat could use in its marketing strategy? a. occupation b. age c. lifestyle (moderate) p. 115 AACSB (Reflective Thinking) d. social class e .income 40. A segmentation study of people who would be interested in subscribing to a music and entertainment magazine discovered three distinct groups of potential subscribers: 1) those who wanted reviews of the latest music releases, 2) those who wanted to know behind the scenes gossip about the stars, and 3) those who sought to improve their own musicianship. This magazine discovered its market can be segmented using __________ variables. a. demographic b. social class c. lifestyle (moderate) p. 116 AACSB (Reflective Thinking) d. generation e. geographic
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41. Because two-thirds of the sales of new motorcycle policies at Dairyland Insurance Company are to current policyholders, it should use a __________ segmentation strategy. a. education-based b. benefit c. demographic d. behavioral (moderate) p. 117 AACSB (Reflective Thinking) e. psychographic 42. For years Spiral-Cut Hams have been on thousands of Easter dinner tables. Spiral-Cut is working hard to implement other segmentation strategies beyond the limited __________ strategy it used in the past. a. user rate b. lifestyle c. family life-cycle d. benefit e. occasion (moderate) p. 117 AACSB (Reflective Thinking) 43. Research by Voicestream Wireless revealed that it serves two different kinds of consumers: chatterboxes who seemed to live on the phone and those that make lots of short calls. Based on this research, it should use a(n) __________ segmentation strategy. a. age-based b. usage rate (moderate) p. 118 AACSB (Reflective Thinking) c. user status d. loyalty status e. occupation-based 44. Which of the following is NOT true of the VALS framework? a. VALS uses date of birth to help determine market segment membership. (difficult) p. 116 AACSB (Reflective Thinking) b. Over 80,000 new surveys a year are added to the VALS data. c. SRI identifies eight primary VALS segments in the United States. d. The Innovators segment has high resources. e. The experiencers segment is primarily motivated by self-expression. 45. Which of the following is an example of a behavioral segmentation variable? a. generation b. user status (moderate) p. 118 AACSB (Reflective Thinking) c. personality d. religion e. social class 46. Which of the following is an example of a behavioral segmentation variable? a. occupation b. education level c. buyer-readiness (moderate) p. 118 AACSB (Reflective Thinking) d. lifestyle e. family life cycle
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47. Ninety percent of all sales made by GEICO Insurance Company are initiated by the buyer rather than commissioned agents. Before purchasing insurance, buyers had typically researched and compared GEICO to other providers; they felt that GEICO best satisfied their needs. Given this information, GEICO should develop a strategy around which of the behavioral segmentation strategies? a. buyer-readiness (difficult) p. 118 AACSB (Reflective Thinking) b. income c. education d. lifestyle e. attitude 48. When dealing with loyalty status, buyers can be segmented in a variety of ways. When given a choice of canned fruit at the supermarket, Barton will select either Libby's or the house brand, and no other brand. He makes his selection based on which brand first catches his eye. Barton is an example of a __________. a. hardcore loyal b. split loyal c. shifting loyal (difficult) p. 119 AACSB (Reflective Thinking) d. switcher e. splinter loyalist 49. According to Bonoma and Shapiro, the most important segmentation variable for business markets is __________. a. demographic variables (moderate) p. 119 AACSB (Reflective Thinking) b. operating variables c. situational factors d. purchasing approaches e. personal characteristics 50. Which of the following is NOT a major business segmentation variable? a. demographic b. geographic (difficult) p. 120 AACSB (Reflective Thinking) c. purchasing approaches d. operating variables e. personal characteristics 51. A company's power structure and the nature of its existing relationships with suppliers are all related to which of the major business market segmentation variables? a. demographic b. operating variables c. purchasing attributes (moderate) p. 120 AACSB (Reflective Thinking) d. situational factors e. personal characteristics 52. A company's size and physical location are all related to which of the major business market segmentation variables? a. demographic (moderate) p. 120 AACSB (Reflective Thinking) b. operating variables c. purchasing attributes d. situational factors e. personal characteristics
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53. Which of the following is a situation factor segmentation variable? a. location b. loyalty c. technology d. power structure e. urgency (moderate) p. 120 AACSB (Reflective Thinking) 54. Which of the following is a personal characteristic segmentation variable? a. loyalty (moderate) p. 120 AACSB (Reflective Thinking) b. size c. technology d. industry e. politics
55. Which of the following is NOT necessary to make a market segment useful? a. It is measurable. b. It is satisfied. (moderate) p. 121 AACSB (Reflective Thinking) c. It is substantial. d. It is actionable. e. It is accessible. 56. A sports car manufacturer considered marketing to a market segment made up of individuals separated from their spouses but not yet divorced. However, investigation of the segment showed that this group of individuals could not be reached by any specific media. In effect, this group was not a(n) _________ market. a. accessible and substantial b. measurable, differentiable, and accessible c. accessible, differentiable, and actionable (difficult) 121 p. AACSB (Reflective Thinking) d. actionable, differentiable, and substantial e. substantial and actionable 57. A marketer wants to market beeping balls to sight-disabled softball players. This market segment is __________ even if it meets none of the other characteristics needed for a market segment to be useful. a. immeasurable b. substantial c. accessible d. differentiable (moderate) p. 121 AACSB (Reflective Thinking) e. not quantifiable 58. The last step in segmenting a market is __________. a. concept testing b. the survey stage c. segment "acid test" d. marketing mix strategy (difficult) p. 121 AACSB (Reflective Thinking) e. segment identification
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59. The main two things to consider when selecting a target market are: a. if the segment has potential and if it fits with the company's objectives and resources (difficult) p. 122 AACSB (Reflective Thinking) b. if the segment is easily communicated with and if it is different enough from other segments c. if it is easy to define the needs of the segment and if economies of scale are possible with the segment d. if the segment is actionable and if the consumers in it are action-oriented e. if the firm can provide a flexible market offering to fulfill the segment's needs and if the segment is large enough to be viable 60. A marketer who selected a __________ segmentation strategy would find this segmentation strategy to possess the greatest amount of risk. a. selective specialization b. single-segment concentration (moderate) p. 122 AACSB (Reflective Thinking) c. full market coverage d. market specialization e. product specialization 61. Research shows that sports cards appeal to 6- to 17-year-old boys, 24- to 54-year-old men, and professional collectors. Because these groups' only exploitable similarity is their interest in sports cards, this would be an example of a(n) __________. a. interrelated segment b. market niche c. supersegment (moderate) p. 123 AACSB (Reflective Thinking) d. blocked market e. inter-segment cooperative 62. A manufacturer of disposable, patterned, paper placemats that decided it was only going to sell to sit-down restaurants would have adopted a __________ segmentation strategy. a. selective specialization b. single-segment concentration c. full market coverage d. market specialization (moderate) p. 123 AACSB (Reflective Thinking) e. product specialization 63. For years, Sears used the slogan, "Sears Has Everything." Which of the following strategies does this slogan most likely support? a. differentiated marketing b. single-segment concentration c. undifferentiated marketing (moderate) p. 123 AACSB (Reflective Thinking) d. market specialization e. product specialization 64. Ford Motor Company sells Ford, Mercury, Volvo, Lincoln, and Jaguar brands, each having appeal to a select segment of the market. This is an example of __________. a. counter-segmentation b. undifferentiated marketing c. differentiated marketing (easy) p. 124 AACSB (Reflective Thinking) d. market specialization e. single segment concentration
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65. The Gap caters to buyers seeking classic clothing at mid-range prices. It also owns other retailing chains including Banana Republic (catering to more affluent buyers) and Old Navy (which sells value-priced jeans, tee-shirts and khakis). The Gap is practicing __________ marketing. a. differentiated (moderate) p. 124 AACSB (Reflective Thinking) b. single-segment concentration c. undifferentiated d. market specialization e. product generalization 66. Firms that offer tailored programs for several different market segments engage in __________ marketing. a. differentiated (moderate) p. 124 AACSB (Reflective Thinking) b. single-segment concentration c. undifferentiated d. market specialization e. product specialization 67. In terms of its affect on the marketing process, undifferentiated marketing __________. a. increases administrative and production costs b. keeps down advertising and R&D costs (moderate) p. 124 AACSB (Reflective Thinking) c. increases the firm's cost for product modification d. creates more total sales than differentiated marketing e. puts the company at risk of being supplanted by an entirely new technology 68. When companies encounter blocked markets, the best approach to those markets is to __________. a. use a segment-by-segment invasion plan b. use a megamarketing approach (moderate) p. 124 AACSB (Reflective Thinking) c. forget the blocked market and approach easier to enter markets d. study intersegment cooperation and use it to enter the blocked markets e. find an exploitable similarity and create a megamarket 69. __________ is strategic coordination of economic, psychological, political, and publicrelations skills to gain the cooperation of a number of parties in order to enter and/or operate in a given market. a. Segment-by-segment invasion planning b. Market niching c. Megamarketing (moderate) p. 124 AACSB (Reflective Thinking) d. Intersegment cooperation e. Turbomarketing 70. __________ calls for targeting and positioning that serve not only the company's interests but also the interests of the targeted segments. a. Segment marketing b. Strategic marketing c. Target marketing d. Green marketing e. Socially responsible marketing (difficult) p. 125 AACSB (Ethical Reasoning)
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Essay Questions
71. Markets can be segmented at four levels. In a short essay, describe each level and explain the benefits associated with segmenting the market at each of the four levels. Answer: 1) Segment marketing consists of a large identifiable group within a market with similar wants, purchasing power, geographical location, buying attitudes, or buying habits. With segment marketing, the marketer can create a more fine-tuned product or service offering than with mass marketing. The product can be priced appropriately for its target audience. The choice of distribution and communication channels becomes easier. The company also faces fewer competitors in the segment. 2) A niche is a more narrowly defined group, typically a small market whose needs are not well served. With niche marketing, a marketer finds customers with a distinct set of needs that will pay premium prices to the firm that best satisfies that need. The niche is not likely to attract other competitors. The niche gains certain economies through specialization, and the niche has size, profit, and growth potential. 3) Tailoring marketing programs to the needs and wants of local customer groups (trading areas, neighborhoods, and even individual stores) is called local marketing. National advertising could be wasteful because it often fails to address local needs. 4) The ultimate level of segmentation is individual marketing. Marketers benefit from increased sales and profits by realizing that their customers want to express their individuality. (difficult) pp. 117119 AACSB (Reflective Thinking) 72. Suppose potato chip buyers are asked how much they value price, taste, crunchiness, and nutritional content as product attributes. Describe how the potato chip market can be segmented based on these variables. Answer: The attributes could be used in a variety of ways. 1) A market perspective could exist where all the consumers have roughly the same preferences for value and nutritional content. The market shows no natural segments. Potato chip brands would cluster around the center of the scale. 2) Another perspective is at the other extreme. Consumer preferences vary greatly. The first brand to enter the market is likely to position itself in the center to appeal to the most people. A brand in the center minimizes the sum of total customer dissatisfaction. A second competitor could locate next to the first and fight for market share, or locate in the corner to attract those not satisfied with the center brand. 3) There could also be distinct preference clusters, like if a group preferred a crispier chip with more nutritional content. The first firm would have three options. It might position itself in the center, hoping to appeal to all groups. It might position itself in the largest marketing segment. It might develop several brands, each positioned in different segments. If the first firm developed only one brand, then competitors would enter and introduce brands in the other segments. (difficult) p. 114-116 AACSB (Analytic Skills)
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73. In a short essay, discuss niche marketing and explain the phrase "guerrillas against gorillas" as it relates to marketing to niche segments. Give an actual or made-up example of a niche market and the firms that compete there. Answer: The phrase refers to the fact that large firms (the gorillas) often lose small pieces of their market share to highly focused competitors (the guerrillas). A niche is a narrowly defined group that seeks a distinct set of benefits. They will often pay a premium to the firm that better satisfies their needs. Niches are small enough that they do not attract as much competition as do segments with larger potentials. The examples students give will vary according to their knowledge and experiences. (moderate) pp. 111-112 AACSB (Reflective Thinking) 74. As multinational companies look for ways to improve their efficiency, one solution is the purchase of executive jet planes. It is quite often necessary for management to fly to other operations around the world. Having a corporate jet removes time constraints from these trips. In a short essay, discuss which major segmentation variables for business markets a manufacturer of corporate jets can use. Answer: Students will answer this question in a variety of ways. The following is a possible answer: Industry and location of industry are both potential demographic variables than can be used. Businesses can be segmented according to heavy or light usage of air travel; this would be an example of an operating variable. All five of the purchasing approaches would be applicable as segmentation variables--purchasing-function organization, power structure of organization, nature of existing relationship, general purchase policies of buyer, and buyer's purchasing criteria. The one that is least likely is the nature of existing relationship, but it is not out of the realm of possibility that a company would need and buy more than one corporate jet. In terms of situational factors as segmentation variables, how the buyer will use the jet falls under the category of specific application. Personal characteristics might include buyer's willingness to take risks, and buyer-seller similarities could also be a viable segmentation variable in this example. (moderate) p. 120 AACSB (Analytic Skills)
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75. A Chinese manufacturer of small and inexpensive motorcycles (125cc to 250cc engines, probable retail prices $1,200 to $2,100) decides to enter the U.S. market, as they see very little competition in that power range. You are asked to help them decide how to segment the U.S. marketplace for small motorbikes. Using the Major Segmentation Variables for Consumer Markets, discuss three or four possible segments that might be targeted by the Chinese concern. Include a brief explanation for why this segment might be a good one to consider. Answer: Better answers will include more than income and age (demographics), although these are the easiest and may work just fine. Other segmentation variables to use would include lifestyle (psychographics), benefits sought (behavioral), and city size (geographic). The proposed segments and the explanations for why they might work will obviously vary, but here are some examples of viable market segments: high school and college students (education, income, and occupation within the Demographic heading--they are on a budget); city dwellers (in the Geographic heading--parking and traffic might spur this group); sports enthusiasts (lifestyle variable under the Psychographic heading--the bikes might seem like a fun and sporty way to get around); commuters (benefits sought under the Behavioral heading --their needs may be similar to the city dweller group and also the budget issue). (moderate) p. 115 AACSB (Reflective Thinking)
Mini-Cases
Mini-Case 7-1 A group of investors are starting a for-profit college to be called Haven University. They have identified a small segment of society that is displeased with the high cost of college and is willing to forego all social and sporting extracurricular activities in order to get an inexpensive, quality education in four years. The university investors will advertise nationally. Its target audience is individuals between 22 and 30 years of age who have either not started earning a college degree or who did not finish one they began in the last ten years. The investors want to attract students who are currently working at a job with which they are dissatisfied. Haven will only offer three degree programs, which cannot be modified to individual student needs. Research has shown that these are degrees that this market segment repeatedly seeks. Students can earn their degrees over the Internet and only have to attend a one-week seminar on campus twice a year. 76. Refer to Mini-Case 7-1. These university investors are using __________ marketing to identify their target market. a. mass b. niche (easy) pp. 111-112 AACSB (Reflective Thinking) c. local d. aggregated e. individual 77. Refer to Mini-Case 7-1. The investors have identified their market through the use of __________ segmentation variables. a. behavioral, geographic, and demographic b. psychographic and behavioral c. geographic and demographic d. psychographic, behavioral, and geographic e. demographic, psychographic, and behavioral (moderate) p. 115 AACSB (Reflective Thinking)
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78. Refer to Mini-Case 7-1. The investors discovered there was a segment of the population who was being passed over for promotions because they lacked a college degree. These people had always assumed getting a degree was impossible because they did not have the time to attend classes. What kind of segmentation variable would be used to identify this segment? a. usage b. personality c. values d. benefit (moderate) p. 118 AACSB (Reflective Thinking) e. lifestyle Mini-Case 7-2 A large international pharmaceutical firm decides to enter the Philippines with a new oral birth control product. The Filipino population varies greatly in terms of levels of age, education, rural versus urban population, income, ethnicity, sexual activity rates, awareness about the availability and uses of birth control, religious orientation, access to health care, and other variables that might influence consumption patterns for birth control. 79. Refer to Mini-Case 7-2. If the firm marketed their product in the form of white pills in a plain bottle and sold it to rural government clinics, which subsidized it to the consumers, the target segment most prominently includes which variables? a. religion, age, sexual activity, and city size b. income, access to health care, and city size (moderate) p. 115 AACSB (Reflective Thinking) c. race, income, and education d. age, awareness (readiness), and religious orientation e. nationality, loyalty status, and stage of the family life cycle 80. Refer to Mini-Case 7-2. If the firm decides to sell pastel colored pills at higher than the competitors' prices, and sell through pharmacies in the capital, Manila, the target segment most prominently includes which variables? a. religion, age, sexual activity, and city size b. income, access to healthcare, and city size (moderate) p. 115 AACSB (Reflective Thinking) c. race, income, and education d. age, awareness (readiness), and religious orientation e. nationality, loyalty status, and stage of the family life cycle
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