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Unformatted text preview: s much demand in the community for personalized gifts. She
has few resources and cannot engage in intensive consumer research to precisely identify a
segment. Which of the following strategies would you suggest she employ?
Develop an undifferentiated strategy, because
it is not a large community and she could
create a single marketing mix that would
serve the entire community
Employ a macrosegmentation strategy,
because the data needed for such a strategy
are both easy to get and fit her needs exactly
Use a single-variable strategy, because it
offers an inexpensive alternative that would
not require much experience to employ
Use a multiple-variable segmentation strategy,
because it is easier to use than single-variable
Conduct a VALS investigation of her buying
Though less precise, single-variable segmentation has the advantage of being simpler and easier
to use than multiple-variable segmentation.
KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 27. _____ is the segmenting of markets based on the region of the country or the world, market size,
market density (number of people within a certain unit of land), or climate.
PRIZM segmentation e. Demonstrated regionalization ANS: B
This is the definition of geographic segmentation.
KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 28. Consumers in Louisiana love hot sauce, and Tabasco and Crystal brands are particularly popular
there. Consumers in Michigan do not like hot food, so they purchase very little hot sauce. A
national chain of grocery stores would likely use _____ segmentation when stocking condiment
Geographic segmentation is the most logical base for segmentation of a product that is used more
in one area than another.
KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 29. A manufacturer of blankets knows heavy 100 percent wool blankets sell better in the New
England area where the winters are harsh and that lighter-weight blankets sell better in the
Southeast market where mild winters require fewer and lighter covers for the bed. Segmenting the
market according to climate is an example of _____ segmentation.
Geographic segmentation includes segmenting markets by climate.
KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 30. The Coca-Cola Company has over 450 brands in over 195 countries. According to their Web site,
their products range from Samurai, an energy drink available in Asia to Vita, an African juice
drink. It uses _____ segmentation in this market...
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This document was uploaded on 09/29/2013.
- Fall '13