Marketing Final Exam

Model strategy obj 08 4 top aacsb reflective msc

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Unformatted text preview: OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 62. _____ is the process of grouping customers into market segments according to the benefits sought from the product. a. Benefit segmentation b. Value-added segmentation c. Lifestyle segmentation d. Macrosegmentation e. Psychographic segmentation ANS: A This is the definition of benefit segmentation. PTS: 1 REF: 129 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 63. Heavenly Ham is a ham and sandwich store that stresses in its advertisements that customers should choose them “when taste matters.” Heavenly Ham uses _____ segmentation. a. geographic b. demographics c. d. e. psychographics benefit usage rate ANS: D Benefit segmentation groups customers into market segments according to the benefits they seek from the product. PTS: 1 REF: 129 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 64. ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints. The product is advertised as a powerful pain reliever and a source of deep muscle relaxation. Its soothing warmth can work at night while you sleep to restore your body. The manufacturer of ThermaCare heat wraps is using _____ segmentation. a. geodemographic b. functional c. benefit d. socioeconomic e. feature-based ANS: C The benefit sought is freedom from pain. PTS: 1 REF: 129 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 65. Karry-Lite, the manufacturer of light-weight suitcases with wheels, uses as its slogan, “Takes the ‘lug’ out of luggage.” This slogan illustrates the use of _____ segmentation. a. geodemographic b. benefit c. functional d. usage-rate e. feature-based ANS: B The benefit sought is easy-to-carry luggage. PTS: 1 REF: 124 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 66. There are many furniture manufacturers. Tall Paul’s is the only one that makes furniture to meet the needs of people who are over 6’6” tall. These people find furniture designed for average-sized people to be cramped and uncomfortable. Tall Paul’s uses _____ segmentation. a. geodemographic b. usage-rate c. demographic d. e. psychographic benefit ANS: E The consumers are described by the type of benefit they seek. PTS: 1 REF: 129 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 67. When asked to name a brand of sports drink, most people will answer Gatorade, and some will respond with POWERade. But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar and thus cannot be consumed by diabetics. As a result, a manufacturer has developed Champion Lyte, which contains no sugar. The manufacturer of Champion Lyte has used _____ segmentation to identify its market. a. geodemographic b. usag...
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