106.College dorm residents frequently want to keep and prepare their own food and snacks to save money
or have a late night snack. However, their dorm rooms are often woefully short of space. MicroFridge
understands this and markets a combination microwav
The company name Zappos was chosen because
A. it was the founder's family name.
B. it conveyed in Spanish the type of product sold.
C. it inferred how quickly you could access the product.
D. it contained letters from the names of the thr
192.One approach to positioning a new product in a market is _ positioning, which involves
competing directly with competitors on similar product attributes in the same target market.
186.Mott's used an advertising campaign to change the way consumers thought about its apple sauce from
a dinner-time side dish to a replacement for cooking oil in baking. The advertising message was that
using applesauce in baking cuts calories and also m
124.Todd Harris and Associates, a New York sales promotion agency, discovered from an analysis of its
files that one-quarter (or 25%) of its clients generated more than three-quarters (or 75%) of its fees and
commissions. This is an example of what classi
156.Figure 9-6 shows the market-product grid for a Wendy's restaurant next to a large urban university
campus after you've chosen the market segments to target and the product groupings to offer based on
the market sizes estimates. The next step is to dev
161.Five general criteria are often used to select target segments. They include: (1) the size of the market; (2)
expected growth of the market; (3) competitive position of the firm with respect to the market; (4) cost of
reaching the segment; and _.
129.As an owner of a Wendy's fast-food restaurant, the information in Figure 9-4 suggests
A. you have an advantage over both McDonald's and Burger King as being the most preferred "second
B. most of the respondents think of
168.A rehabilitation center wants to target women in their 20s who have received some permanent disability
as the result of a skiing accident. In terms of the criteria used for selecting a target segment, this market
A. have no expected growth.
139.Hallmark placed its scrapbook supplies, photo albums, and related supplies into one product group
A. it was easier to forecast future sales since there were fewer market-product combinations.
B. customers could buy in quantity and take advanta
133.Evergreen Air Center in Marana, Arizona, is the world's biggest parking lot for unwanted commercial
aircraft. Airlines pay from $750 to $5,000 a month for its storage service. The warm, dry air where
the operation is located serves as a cheap and effe
112.Usage rate refers to
A. the percentage of total possible users divided by the total number of consumers who actually use a
product or service.
B. the average number of times a customer uses a product or service.
C. the quantity consumed or patronage d
118.Post Grape-Nuts cereal has been marketed since the early 20thcentury. Its market share has been steadily
declining as consumers began associating it with something their grandfathers ate. Post recently launched
a campaign to increase consumption of th
81. Criteria for forming segments involve both similarities and differences. The similarities must be
_ a segment, and the differences must be _ segments.
A. between; among
B. throughout; absent in
C. within; among
D. absent in; throughout
E. among; acros
99. 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 cardsall made by Hallmark
for sale in its stores and intended to appeal to
93. Which of the following is a consumer demographic segmentation variable?
C. usage rate
94. More than half of all U.S. households are comprised of only one or two persons, so Campbell's packages
meals with only o
87. Four general categories used to segment consumer markets are geographic segmentation, demographic
segmentation, _, and behavioral segmentation.
A. supplier segmentation
B. demand segmentation
C. regional segmentation
D. psychographic segmentation
146.A market-product grid is a framework to relate the market segments of potential buyers to
A. estimated expenses for products sold.
B. total anticipated revenue.
C. total anticipated profit.
D. market share of the closest competitor.
E. products offere
151.Figure 9-5 shows the market-product grid for a Wendy's restaurant next to a large urban university
campus. Assume a large market (shown by a "3") is 3 times the size of a small market (shown by a "1").
Similarly, assume a medium market (shown by a "2"
179.According to Figure 9-7, Apple would most likely get the least product synergies from the
A. Mac Pro and MacBook Pro
B. Mac Pro and iMac
C. Mac Pro and MacBook
D. MacBook and MacBook Air
E. iMac and MacBook Air
180.According to Figure 9-7, Apple would
217. (p. 226-228) The four general bases of segmentation are: (1) geographic segmentation, which is based on where prospective customers live or
work (region, city size); (2) demographic segmentation, which is based on some objective physical (gender, rac
189. (p. 238) C
190. (p. 238) C
191. (p. 238) A
192. (p. 238) D
193. (p. 238) B
194. (p. 238) D
195. (p. 238-239) C
196. (p. 238-239) C
197. (p. 238-239) E
198. (p. 239) B
199. (p. 239) C
200. (p. 239) C
201. (p. 239) D
202. (p. 239) C
203. (p. 238-239) A
151. (p. 233) B
152. (p. 233, 237) E
153. (p. 233) A
154. (p. 233) C
155. (p. 233) B
156. (p. 233) C
157. (p. 233) C
158. (p. 234) C
159. (p. 234) C
160. (p. 234) D
161. (p. 234) A
162. (p. 234) C
163. (p. 234) E
164. (p. 234) D
165. (p. 234) C
166. (p. 2
113. (p. 228) B
114. (p. 228) C
115. (p. 228) D
116. (p. 228) B
117. (p. 228-228) D
118. (p. 227-228) C
119. (p. 227-228) A
120. (p. 228) C
121. (p. 228-229) D
122. (p. 228) C
123. (p. 229) C
124. (p. 229) B
125. (p. 229) E
126. (p. 229) B
127. (p. 229) A
75. (p. 225) B
76. (p. 225) B
77. (p. 226) E
78. (p. 226) D
79. (p. 226) B
80. (p. 226) E
81. (p. 226) C
82. (p. 226) B
83. (p. 226) E
84. (p. 226) C
85. (p. 226) B
86. (p. 226) D
87. (p. 226-227) D
88. (p. 226-227) B
89. (p. 226-227) D
90. (p. 226-227) C
37. (p. 223) A
38. (p. 223-224) C
39. (p. 223-224) E
40. (p. 224) C
41. (p. 224) A
42. (p. 224) B
43. (p. 224) E
44. (p. 224) A
45. (p. 224) C
46. (p. 224) C
47. (p. 224) E
48. (p. 224) E
49. (p. 224) E
50. (p. 224) D
51. (p. 224) D
52. (p. 224) C
1. (p. 221) B
2. (p. 221) A
3. (p. 221) E
4. (p. 221) C
5. (p. 221-222) C
6. (p. 221) B
7. (p. 222) C
8. (p. 222) C
9. (p. 223) D
10. (p. 222) B
11. (p. 222) B
12. (p. 222) C
13. (p. 222) B
14. (p. 222) B
15. (p. 222) D
16. (p. 222) E
17. (p. 222)
204.The perceptual map in Figure 9-8 shows how various drinks are seen in the minds of adult consumers.
Suppose a coffee producer wants to increase sales. As the account executive for the coffee producer's
advertising agency, you want to create
219.What are the segmentation bases for U.S. organizational markets?
220.Explain what a market-product grid is and how it is used.
221.What are the criteria used to select target markets?
222.Explain the difference between marketing synergies and product
174.Which of the following statements regarding market segmentation is most accurate?
A.Secondary data is irrelevant in forming a market-product grid since you are deciding matters that are
specific to your own firm.
B. In most segmentation situations, a