Chapter 08 - Chapter 8—Segmenting and Targeting Markets...

Chapter 08
Download Document
Showing pages : 1 - 2 of 58
This preview has blurred sections. Sign up to view the full version! View Full Document
Chapter 8—Segmenting and Targeting Markets TRUE/FALSE 1. Fisher-Price developed a line of toys for infants in China. Babies make up the market for these products. ANS: F Infants can’t make purchases and, therefore, cannot be called a market. Their parents would constitute a market. PTS: 1 REF: 117 OBJ: 08-1 TYPE: App TOP: 2. Fisher-Price is identifying Asian markets that are interested in their line of talking toys. Fisher-Price is engaged in the process of market segmentation. ANS: T PTS: 1 REF: 118 OBJ: 08-1 TYPE: App TOP: 3. Until the 1990s, few firms practiced market segmentation. ANS: F Firms practiced market segmentation after the 1960s. PTS: 1 REF: 118 OBJ: 08-1 TYPE: Comp TOP: 4. A market segment is deemed to have substantiality if it contains a large number of potential customers. ANS: F Substantiality of a segment refers to a segment being large enough to warrant developing and main- taining a special marketing mix. This does not necessarily require large numbers of potential custom- ers. PTS: 1 REF: 118 OBJ: 08-3 TYPE: Comp TOP: 5. A segmentation plan must produce segments that exhibit responsiveness, which means all segments re- sponse similarly to a marketing mix. ANS: F Responsiveness means one market segment responds to a marketing mix differently from other seg- ments. PTS: 1 REF: 119 OBJ: 08-3 TYPE: Comp TOP: 6. Geography, psychographics, and benefits sought are examples of possible segmentation variables used by marketers. ANS: T PTS: 1 REF: 119 OBJ: 08-4 TYPE: Def
Background image of page 1
TOP: 7. U.S. paint manufacturers traditionally use different formulae for developing paint to be used in the hu- mid Southeast, the frigid Midwest, and the hot and dry Southwest. This is an example of how demo- graphic segmentation is used. ANS: F Regional marketing is an example of using geographic segmentation variables. PTS: 1 REF: 119 OBJ: 08-4 TYPE: App TOP: 8. A market segmentation study done by the University of Thessaly in Greece classified recreational ski- ers in terms of their gender, age, and educational levels. The study used psychographic segmentation variables. ANS: F These are examples of demographic segmentation variables. PTS: 1 REF: 120-122 OBJ: 08-4 TYPE: App TOP: 9. 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 market for this books is based on demographics.
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Create a FREE account now to get started. Log In

The email address you entered is not valid. The email address you provided is already in use.
Your username must be at least 5 characters. Your username must consist of only alphanumeric characters. Your username must contain at least one letter. Your username contains inappropriate language. Another user has already claimed this username.
Your password must be at least 6 characters in length.
{[ $select.selected.label ]} Please select a valid school.
By creating an account you agree to our Privacy Policy, Terms of Use, and Honor Code.
Create my FREE account Processing...
Sign Up with Facebook

We will never post anything without your permission.

Already on Course Hero? Log In