chapter 9 - The correct answer for each question is...

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The correct answer for each question is indicated by a .
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1 INCORREC T Market segmentation involves aggregating prospective buyers into groups that have common needs and will: A) pay attention to marketing messages. B) respond similarly to a marketing action. C) be responsive to marketing research. D) use the same payment methods. E) go shopping on a regular basis. Feedback: The process of market segmentation is explained on page 226,  LO: 1 2 INCORREC T There is a large Chinese population in British Columbia. The Hong Kong Bank of Canada (HKBC) tries to design its services to attract first-generation Chinese. HKBC uses a _____ strategy. A) market aggregation B) harvesting C) mass marketing D) market segmentation E) product development Feedback: Market segmentation is described on page 226,  LO: 1 3 INCORREC T Laws require children under a certain age to ride in car seats, but not all children are the same size and not all cars are made the same. As a result, it is sometimes difficult to determine whether the child is riding in the best seat. Nissan has launched a safety initiative on its Internet websites, Snug Kids, to provide parents with specific information to help them find the right child seat
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strategy. A) repositioning B) harvesting C) market aggregation D) product differentiation E) targeted differentiation Feedback: Nissan is offering a unique service that differentiates its products from those of other car manufacturers.  Page: 226,  LO: 1 4 INCORREC T Marketers use market segmentation to: A) link market needs to an organization's marketing program. B) develop specific marketing actions related to product or price. C) develop specific marketing actions related to advertising. D) increase overall sales, profits and/or other organizational goals. E) do all of the above. Feedback: Market segmentation is used to link needs to marketing programs, to develop marketing actions, and to increase sales and profitability.  Page: 227,  LO: 1 5 INCORREC T When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids __________, which often leads to extremely high research, engineering, and manufacturing expenses. A)
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This note was uploaded on 10/26/2009 for the course MKTG 3104 at Virginia Tech.

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chapter 9 - The correct answer for each question is...

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