Ans f in many instances the hispanic american market

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ANS: F In many instances, the Hispanic American market is not one segment but several, so it should not be treated as a single segment. PTS: 1 REF: 120-122 OBJ: 08-4 TYPE: Def TOP: AACSB Reflective Thinking | AACSB Diversity | TB&E Model Customer 11. With respect to stage in the family life cycle, research has found that the overriding factor in describ- ing subsegments is the presence of children in the house. ANS: T PTS: 121 REF: 121-122 OBJ: 08-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 12. In market segmentation, individual psychographic variables can be combined with other variables to provide more detailed descriptions of market segments. ANS: T PTS: 1 REF: 122-123 OBJ: 08-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 13. Geodemographic segmentation combines geographic, demographic, and lifestyle segmentations. ANS: T PTS: 1 REF: 122 OBJ: 08-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy
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14. The slogan used by GlaxoSmithKline, "Disease has no greater enemy" indicates the pharmaceutical company relies heavily on benefit segmentation variables. ANS: T PTS: 1 REF: 124 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 15. Clorox describes individuals who buy lots of cleaning products as heavy users. This is an example of how companies use benefit segmentation. ANS: F Usage-rate segmentation usually describes product usage with categories like heavy and light. PTS: 1 REF: 124 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 16. The 80/20 principle implies that the majority of all demand is due to a minority of the customers. ANS: T PTS: 1 REF: 124 OBJ: 08-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 17. The business market consists of four broad segments: producers, resellers, governments, and regions. ANS: F The four segments are producers, resellers, governments, and institutions. PTS: 1 REF: 124 OBJ: 08-5 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Customer 18. Company characteristics, such as geographic location, type of company, company size, and product use, can be important segmentation variables. ANS: T PTS: 1 REF: 125 OBJ: 08-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 19. While it is important to understand potential business customers’ buying processes, this is not a helpful segmentation basis. ANS: F Many business marketers find it helpful to segment customers and prospective customers on the basis of how they buy. PTS: 1 REF: 125 OBJ: 08-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 20. The first step in segmenting a market is to choose a basis or bases for segmenting the markets. ANS: F The first step is to select a market or product category for study. PTS: 1 REF: 125-126 OBJ: 08-6 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 21. One reason marketers use market segmentation as a tool is that once completed, the process need not be repeated.
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ANS: F Market segmentation is an ongoing process. Because external forces may change something in the marketer's environment, marketers must be able to react to those changes as they occur.
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  • Spring '10
  • Patterson
  • Marketing, AACSB Reflective Thinking, TB&E Model Strategy, A This magazine

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