Karry lite the manufacturer of lightweight suitcases

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67. Karry-Lite, the manufacturer of lightweight suitcases with wheels, uses as its slogan, "Takes the 'lug' out of luggage." This slogan illustrates the use of _____ segmentation. a. geodemographic
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b. benefit c. functional d. usage-rate e. feature-based ANS: B The benefit sought is easy-to-carry luggage. PTS: 1 REF: 124 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 68. 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. PTS: 1 REF: 124 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 69. When asked to name a brand of sports drink, most people will answer Gatorade, and some will re- spond with Powerade also. 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 drunk by diabetics. As a result, a manufacturer has developed Champion Lyte, which contains no sug- ar. The manufacturer of Champion Lyte has used _____ segmentation to identify its market. PTS: 1 REF: 124 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 70. Private Ears are earphones that a person with limited hearing can use to hear the television without turning the volume up full blast. That way, other family members with normal hearing can watch the television at the appropriate volume for them. Private Ears is using _____ segmentation.
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71. Which type of segmentation divides a market by the amount of product bought or consumed? a. benefit segmentation b. characteristic segmentation c. usage-rate segmentation d. demographic segmentation e. psychographic segmentation ANS: C This is the definition of usage-rate segmentation. PTS: 1 REF: 124 OBJ: 08-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy
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