1. 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.

2. Which of the following is NOT an advantage of an undifferentiated marketing strategy?

3. E&V Bridal Studios, a wedding consulting business, only works with Eastern Asian customers who want to use their cultural heritage in their wedding ceremonies. What type of segmentation strategy does the wedding consultant use?

4. Ford Motor Company produces passenger cars, commercial trucks and specialty vehicles, performance vehicles, and race cars. Ford uses a procedure called _____ to divide its large market.

5. When asked to name a brand of sports drink, most people will answer Gatorade, and some will respond with Powerade also. But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar and thus cannot be drunk by diabetics. As a result, a manufacturer has developed Champion Lyte, which contains no sugar. The manufacturer of Champion Lyte has used _____ segmentation to identify its market.

6. Modern Maturity magazine is targeted toward adults age 50 and older. It has articles on health and fitness as well as the arts and finance. What segmenting base is Modern Maturity using?

7. 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?

8. The Ritz Carlton hotel chain is renowned for its service and individual treatment of its customers. All service staff and employees have note pads and are taught to record every little piece of information they learn about a customer. If a business traveler ordered soft pillows, only wanted martinis in his mini bar, and needed access to a fax machine, he would find all of these amenities in his room when he arrived. The Ritz Carlton is basing its one-to-one marketing on which of the following trends?

9. All of the following have been identified as trends that will lead to the continuing growth of one-to-one marketing EXCEPT:

10. A Small World is a nonprofit retail store that sells gift items made by artisans from over 30 different countries. This store provides employment to craftspeople in developing nations and markets their handiwork at a fair price. The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses _____ segmentation.

11. A potential disadvantage of multisegment targeting is _____, which occurs when sales of a new product cut into sales of a firm’s existing products.

12. Magazines like Martha Stewart Living, Better Homes & Gardens, and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation.

13. _____ is the process of dividing a market into meaningful groups that are relatively similar and identifiable.

14. One negative associated with the growth of one-to-one marketing is:

15. Home Cookin’ Catering would like to improve customer satisfaction and increase repeat business. When you ask the owners to describe a typical customer, they say it is impossible and explain that with corporate functions, family affairs, and fund-raisers, they do not have a typical customer. You suggest it is time for market segmentation because:

16. The closer together two brands are on a perceptual map the:

17. 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?

18. General Mills offers a deal where its cereal users can collect box tops and submit them to General Mills to earn money for their children’s schools. This program, called the Box Tops for Education Program, is a means of changing light users into heavier users. In other words, it is a form of _____ segmentation.

19. Jane graduated from high school in 1978, is married, and has two teenaged children. Most of Jane’s friends from high school have children who have already graduated from college, gotten married, and some with grandchildren. Jane and her former classmates are at difference stages of the:

20. Consumers in Louisiana love hot sauce, and Tabasco and Crystal brands are particularly popular there. Consumers in Michigan do not like hot food, so they purchase very little hot sauce. A national chain of grocery stores would likely use _____ segmentation when stocking condiment merchandise.

21. The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body, decorate it and keep it for a lifetime. The primary market segment for the Belly Cast kit is:

22. 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.

23. _____ is the development of a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in general, and is related to the place a product occupies in consumers’ minds relative to competing offerings.

24. Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix?

25. Which of the following businesses would be most likely to use family life-cycle segmentation?