1. An individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer is referred to as:

2. A(n) _____ is a group of people or organizations for whom an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges.

3. If a market segment is especially motivated by coupons in newspapers, which segmentation success criterion is most influential in the success of this program?

4. The process of market segmentation involves breaking down a heterogeneous market into homogeneous and identifiable segments. If this process is carried to its extreme, then one could say that:

5. The James Hardie Siding Company sells concrete siding. It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed. So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years. In terms of psychographic segmentation, the siding company used the _____ variable.

6. Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges. Airlines are using these rewards as a means of implementing _____ segmentation.

7. Firms can be categorized by the type of purchasing strategy used. _____ consider numerous, even unfamiliar suppliers and solicit and analyze options.

8. Which type of segmentation divides a market by the amount of product bought or consumed.

9. Military Spouses is the only publication in the world that targets readers who are 'married to the military.' Its content reflects the unique set of challenges, hardships, and rewards to those whose spouses are in the military. The marital status that has been used to distinguish the market for this magazine is an example of a(n):

10. In Baton Rouge, Louisiana everyone who is anybody in society can’t wait to get a copy of 225 magazine. The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play. The editor of 225 magazine is relying on _____ segmentation.

11. A market is people or organizations that have:

12. Land’s End offers customers the option of having jeans and other types of pants made to fit them according to their waist, hip, and leg length measurements. This is an example of:

13. _____ is one of the potential disadvantages associated with a multisegment strategy.

14. There are many furniture manufacturers. Tall Paul’s is the only one that makes furniture to meet the needs of people who are over 6’6' tall. These people find furniture designed for average-sized people to be cramped and uncomfortable. Tall Paul’s uses _____ segmentation.

15. Scott owns Buffalo Mountain Coffee in Deer Park, Ohio. He understands the need to segment his market, and available marketing research indicates there is much demand in the community for unique coffee drinks. However, he has few resources and cannot engage in intensive consumer research to precisely identify a segment. Which of the following strategies would you suggest he employ?

16. A manufacturer of lenses used in microscopes, binoculars, and telescopes has segmented its market into scientific equipment manufacturers, sporting equipment manufacturers, and retailers who sell replacement lenses. In order for this segmentation scheme to be successful, all of the following criteria must be met EXCEPT:

17. The marketing manager of Gevalia gourmet coffees wants to target the gay male consumer because he thinks this segment of consumers appreciates and consumes gourmet coffee. Even though gay lifestyles are becoming more accepted socially, the manager is finding it difficult to determine the market potential for this segment because many gay consumers are not willing to admit their lifestyle publicly. Which criterion of a useful segment does this illustrate?

18. The debate over gay marriages is causing a great deal of furor, but it has done little to deplete the importance of the affluent gay market to businesses. Georgia Pacific and Mitchell Gold, a furniture manufacturer, are two companies that have implemented and maintained marketing mixes designed to meet the needs of lesbians and gays. To these companies and others, lesbians and gays are a desirable:

19. According to the criterion of _____ a selected segment must be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commercially viable, even if the number of potential customers is small.

20. Thompson Pools installs and maintains swimming pools. They group their customers according to their needs: new installs, regular maintenance, and frequent product consumers. When do they need a new segmentation analysis?

21. 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.

22. A manufacturer of blankets knows heavy 100 percent wool blankets sell better in the New England area where the winters are harsh and that lighter-weight blankets sell better in the Southeast market where mild winters require fewer and lighter covers for the bed. Segmenting the market according to climate is an example of _____ segmentation.

23. Marketers at Queen City Awning are deciding how much to charge for the company’s new line of custom-made awnings. In which stage of the market segmentation process is Queen City Awning?

24. Market segmentation can assist marketers to do all of the following EXCEPT:

25. Tower Fasteners developed a commanding position in the fastener industry by having in stock over 150,000 different types of fasteners. Tower’s primary market is defined as companies with a need for specialized fasteners. All of the following are characteristics of the buying organization that Tower can use for segmentation EXCEPT: