p 226 227 At a Hallmark store you can find several different product lines of

P 226 227 at a hallmark store you can find several

  • Rutgers University
  • MARKETING 301
  • Notes
  • bigbobsnotes
  • 188
  • 81% (48) 39 out of 48 people found this document helpful

This preview shows page 120 - 123 out of 188 pages.

99.(p. 226-227)At a Hallmark store you can find several different product lines of greeting cards, likely including Fresh Ink, Nature's Sketchbook, Shoebox, Maxine, Mahogany, and Tree of Life cards—all made by Hallmark for sale in its stores and intended to appeal to different target markets. The Mahogany line is designed to appeal to African-Americans. This is an example of __________ segmentation. A. regionalB.demographicC. lifestyleD. geographicE. psychographicEthnicity is a demographic segmentation variable.AACSB: 3LL: 3Learning Objective: 09-03 Recognize the bases used to segment consumer and organizational markets9-120
Background image
Chapter 09 - Market Segmentation, Targeting, and Positioning100.(p. 226-227)Which of the following statements regarding segmentation bases is most accurate? Demographics describe a population according to selected characteristics such as age, gender, ethnicity, income, and occupation which are all measured objectively in numbers. Psychographic segmentation is based on some subjective mental or emotional attributes (personality, aspirations (lifestyle), or needs of prospective customers).AACSB: 3LL: 3Learning Objective: 09-03 Recognize the bases used to segment consumer and organizational markets101.(p. 226-227)Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is referred to as Text term definition—psychographic segmentationAACSB: 3LL: 1Learning Objective: 09-03 Recognize the bases used to segment consumer and organizational markets9-121
Background image
Chapter 09 - Market Segmentation, Targeting, and Positioning102.(p. 226-227)Claritas' lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as Psychographic segmentation is based on some subjective mental or emotional attributes (personality), aspirations (lifestyle), or needs of prospective customers. Claritas uses lifestyle segmentation, a type of psychographic segmentation.
Background image
Image of page 123

You've reached the end of your free preview.

Want to read all 188 pages?

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture