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can be purchased at JCPenney and Walmart. Clothes for adults are used to reach markets that may
not buy action figures, video games, and novelty candy, but who are still proud to sport World
Wrestling Entertainment (WWE) trademarks.
142. Refer to Wrestling Merchandise. The group identified as strong wrestling fans can be described as
A market segment is a subgroup of individuals sharing one or more characteristics that cause
them to have relatively similar product needs.
KEY: CB&E Model Customer OBJ: 08-1 TOP: AACSB Reflective MSC: BLOOMS Application 143. Refer to Wrestling Merchandise. Most wrestling fans live in the southern United States. Based on
this information, what segmentation base would be appropriate?
Geographic segmentation segments markets by region of a country or the world, market size,
market density, or climate.
KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 144. Refer to Wrestling Merchandise. The marketing research revealed that _____ segmentation can be
used to identify the biggest fans of professional wrestling.
geodemographic ANS: C
Age is a demographic variable for segmentation.
KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 145. Refer to Wrestling Merchandise. Since the WWE must use different methods to reach its three
largest target markets, it must use:
concentrated or niche targeting
A firm that chooses to serve two or more well-defined market segments and develops distinct
marketing mixes for each is practicing multisegment targeting.
KEY: CB&E Model Strategy OBJ: 08-7 TOP: AACSB Reflective MSC: BLOOMS Application 146. Refer to Wrestling Merchandise. Prior to the 1990s, professional wrestling tried to compete as a
legitimate sport just like football and baseball. Now it uses the term sports entertainment when
talking about what it is marketing to its fans. This is an example of the implementation of a(n)
Repositioning is changing consumers’ perceptions of a brand in relation to the competing brands.
KEY: CB&E Model Customer OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application Mercedes-Benz
Daimler AG, the maker of Mercedes-Benz automobiles, is planning to launch a new line of
downsized luxury vehicles in the United States by 2012. Daimler has experienced a recent drop in
global sales attributed to its product mix that focuses on larger lux...
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