Which of the following statements best describes the

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62. Which of the following statements best describes the reason marketers find geodemographic segment- ation so effective? a. A bird in the hand is worth two in the bush. b. Every action has an opposite and equal reaction. c. A rifle is more exact than a shotgun. d. Don’t put all of your eggs in one basket. e. Birds of a feather flock together. ANS: E Geodemographic segmentation is a method that clusters potential customers into neighborhood life- style categories and is a combination of geographic, demographic, and lifestyle segmentation. PTS: 1 REF: 122-123 OBJ: 08-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 63. Kraft Foods plans to tailor different ads for different neighborhoods in the same region. For example, viewers watching a cable show in a Hispanic neighborhood in Chicago would see different ads during the same commercial breaks as non-Hispanics living in a different neighborhood. Kraft's strategy best exemplifies _____ segmentation.
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PTS: 1 REF: 122-123 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 64. _____ is the process of grouping customers into market segments according to what is sought from the product. PTS: 1 REF: 124 OBJ: 08-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 65. Heavenly Ham is a ham and sandwich store that stresses in its advertisements that customers should choose them “when taste matters.” Heavenly Ham uses _____ segmentation. PTS: 1 REF: 124 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 66. ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints. The product is advertised as a powerful pain reliever and a source of deep muscle relaxation. Its soothing warmth can work at night while you sleep to restore your body. The manufacturer of ThermaCare heat wraps is using _____ segmentation. a. geodemographic b. functional c. benefit d. socioeconomic e. feature-based ANS: C The benefit sought is freedom from pain. PTS: 1 REF: 124 OBJ: 08-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy
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