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ch08 Student: ___________________________________________________________________________ 1. Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment they might not get with Diet Coke. True False 2. When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation. True False 3. For products like pencils and paperclips, marketers should probably use an undifferentiated targeting strategy. True False 4. When deciding how to promote his new medical oncology center, Dr. Jones decided that he did not need to throw a large grand opening reception. Instead, he promoted the center to the internal medicine doctors in the area, who were the doctors most likely to refer patients to the center. Dr. Jones was engaged in a concentrated targeting strategy. True False 5. It would be logical for bathing suit marketers to use geographic segmentation. True False 6. NASCAR redirected its marketing efforts when a survey indicated that almost fifty percent of its fans were female. This is an example of psychographic segmentation. True False 7. The Value and Lifestyle Survey (VALS) conducted by SRI Consulting Business Intelligence is a widely used tool for geographic segmentation. True False 8. Giant Food Stores in suburban Washington, D.C., adjusts its ethnic food aisle offerings based on the ethnic groups living near each store. Giant Foods is using geodemographic segmentation. True False 9. Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products. True False 10. A self-values map displays the position of products or brands in the consumer's mind. True False 11. Perceptual maps include positions of current brands as well as ideal points where a segment would want a product to be. True False 12. The STP process is made up of strategy, targeting and promotion. True False 13. The first step in the STP process is to establish a strategy. True False 14. Automobile manufacturers do not manufacture cars specially designed for very tall people, as this segment is not substantial. True False
15. A complex product that is best described in writing will be difficult to explain to consumers who are unable to read. For this reason, a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive. True False 16. A company that sells only multi-grain, low calorie bread should use an undifferentiated targeting strategy. True False 17. Coca-Cola introduced Coke Zero to increase sales without taking away from its existing product sales. Which of the following is NOT true about this effort?
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