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86. Between two and three percent of the population have some degree of allergic reaction, usually mild, to preservatives used in salad bars. Restaurants might consider people with these "allergies" as a separate segment. So these restaurants would have to have their regular salad bar plus a special salad bar for the allergies segment. This multiple product and multiple market segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments? A. Different needs of buyers among different segmentsB. Similarity of needs of potential buyers within a segmentC. Simplicity and cost of assigning potential buyers to segmentsD. Potential for increased profit and ROIE. Potential of a marketing action to reach a segment87. Four general categories used to segment consumer markets are geographic segmentation, demographic segmentation, __________, and behavioral segmentation. 88. Segmentation based on where prospective customers live or work is referred to as 9-27
Chapter 09 - Market Segmentation, Targeting, and Positioning89. Campbell's found that its canned nacho cheese sauce, which could be heated and poured directly onto nacho chips, was too hot for Americans in the East and not hot enough for those in the West and Southwest. Today, Campbell's plants in Texas and California produce a hotter nacho cheese sauce than that produced in the other plants. Campbell's is using __________ segmentation. 90. Which of the following statements demonstrates the formation of a segment based on region? A. GE built a downsized microwave oven to hang under kitchen cabinets.B. Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners.C. In China KFC sells a much spicier chicken the farther away its restaurants are from the coastal areas.D. A fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays.E. A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area.