CH7_Question - Heineken threw a winning party for the...

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Heineken threw a winning party for the Billboard Latin Music Awards. Music and beer made a good mix for Heineken and Billboard magazine. White Plains, NY-based Heineken became a title sponsor of trade magazine Billboard's annual Latin Music Awards as a means of extending its two- year-old Heineken en Vivo (Heineken Live) music-driven promotion platform targeted to Hispanic Americans. How does sponsorship of this event benefit Heineken? A) It allows Heineken to use niche marketing to reach a segment that lacks accessibility. B) Statistics indicate Hispanic Americans are migrating to northeastern cities where Heineken is popular. C) It allows the beer manufacturer to take advantage of this large segment of the U.S. population. D) Hispanic Americans do not drink any beverages with caffeine, so beer is a logical choice. E) Hispanic Americans have consumption patterns similar to other wealthy American groupings, which is the market Heineken targets. A C 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. The store uses _____ segmentation. A) demographic B) psychographic C) geodemographic D) ethnic E) geographic A B Magazines like Martha Stewart Living, Better Homes & Gardens, and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation. A) psychographic B) demographic C) usage rate D) geodemographic E) family life cycle A A _____ 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 E) Macrosegmentation A C Jell-O could use _____ to determine if consumers perceive a void in snacks that are easy to handle and wholesome and if customers think Jell-O Pudding Pops would fill that void. A) predictive modeling B) a perceptual map C) product positioning D) a trend analysis E) an internal marketing audit A B The closer together two brands are on a perceptual map the: A) less perceptually alike they are B) closer their prices are C) more objectively alike they are D) more likely an undifferentiated marketing strategy is in effect E) more similarly perceived by consumers they are A E Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home. It is an advice book for new fathers. The book is positioned on the basis of: A) product class B) price and quality C) use or application D) product user E) family life cycle A D H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services like mortgages and investment advice. Block has great brand
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