Clearing skies press published a book by robert ruark

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42. Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home . It is an advice book for new fathers. What demographic variables have been used to define the market for this book? a. benefit desired and lifestyle b. gender and family life-cycle stage c. age, gender, and personality d. benefit desired and gender e. usage-rate and lifestyle ANS: B Benefit desired, personality, and lifestyle are not demographic variables. PTS: 1 REF: 120-122 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 43. H&M plans to open a new store in Saudi Arabia. It will be staffed completely by women. Saudi Arabia has strict laws about women interacting with men other than their husbands so only women will be permitted to shop there. Which type of demographic segmentation is H&M using? PTS: 1 REF: 120-121 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 44. Johnson Publishing Company, the world’s largest African American-owned publishing company and home of Ebony magazine, has forged an alliance with Dan River, Inc., to create luxury bed and bath products for the newly developed Ebony Home brand. This brand will use the strong relationship the publisher has with the African American market to sell the brand. What form of demographic seg- mentation will be used to market the Ebony Home brand? PTS: 1 REF: 121 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 45. In Miami, several radio stations broadcast in Spanish and play Latin music for the Hispanic people liv- ing in South Florida. The radio stations are using _____ segmentation.
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PTS: 1 REF: 121 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 46. Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many young women consult this magazine as they plan their special day. The segmentation base used to define the publication’s target market is based on _____ variables. a. geodemographic b. geographic c. family life-cycle d. lifestyle e. psychographic ANS: C The publication targets a market segment of consumers in a particular family life-cycle stage. PTS: 1 REF: 121-122 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy
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