Fisher price developed a rugged waterproof camera for

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38. Fisher-Price developed a rugged, waterproof camera for children. This product uses _____ segmenta- tion. a. ethnicity b. income c. age
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d. gender e. occupation ANS: C Attracting children is a popular strategy for companies that hope to instill early brand loyalty. PTS: 1 REF: 120 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 39. While most marketing to Generation Y tries so hard to be hip that it borders on parody, Vans has kept the decades-old brand real and vital for Gen Yers. Marketing programs the footwear manufacturer uses to reach Gen Yers include the Vans Skate Parks, which operate in malls around the country; the wildly successful Vans Warped Tour for alternative music; and the Vans Triple Crown, the brand's answer to the X Games. The segmentation plan used by Vans relies heavily on _____ segmentation. PTS: 1 REF: 120 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 40. Redbook magazine targets what it calls " Redbook jugglers," defined as 25- to 44-year-old women who must juggle family, husband, and job. According to a Redbook ad, "She's the product of the ‘me gener- ation,’ the thirty-something woman who balances home, family, and career— more than any genera- tion before her, she refuses to put her pleasures aside. She's old enough to know what she wants. And young enough to get it." This is an example of _____ segmentation. PTS: 1 REF: 120 | 122 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 41. Coca-Cola launched a new Black History television commercial on BET to coincide with the Martin Luther King Jr. holiday. The ad is just one element of a strategy for connecting with African-Americ- an consumers. Coca-Cola’s segmentation plan for this promotional campaign is based on _____ seg- mentation
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