Question 1

One reason marketers use market segmentation as a tool is that,once completed,the process need not be repeated.

Accepted Answer

Market segmentation should be an ongoing process as market dynamics and consumer behavior can change over time. Therefore, it needs to be revisited and updated periodically to ensure effectiveness.

Question 2

E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians.At one time,it used the same marketing mix for all of its customers,but it has discovered that it needs a Different marketing mix to appeal to its ethnic customers.For example,Chinese brides want an elaborate red gown,and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar.
-Refer to E&V Bridal Studios.What form of demographic segmentation does the company use?

Accepted Answer

The company uses ethnic segmentation to appeal to its East Asian customers who have specific cultural and traditional preferences for wedding attire.

Question 3

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.
-Refer to Clearing Skies.What demographic variables have been used to define the market for this book?

Accepted Answer

The demographic variables used to define the market for this book are gender (fathers) and family life-cycle stage (new fathers).

Question 4

AkPharm,Inc.has developed Cat-Sip,a lactose-free milk designed to be digestible by cats.The market for this product is cats.

Accepted Answer

The answer of AkPharm,Inc.has developed Cat-Sip,a lactose-free milk designed to...

Question 5

ProtecTV is a product that selectively mutes words and phrases that some people find objectionable.It can be connected to a television,VCR,DVD player,or satellite TV system.The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.
-Refer to Censoring Programs.What demographic segmentation variable has its manufacturer used to identify its target market?

Accepted Answer

The manufacturer of ProtecTV has used family life cycle as the demographic segmentation variable to identify its target market. Specifically, it is targeting parents who want to protect their children from offensive language when watching TV.

Question 6

E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians.At one time,it used the same marketing mix for all of its customers,but it has discovered that it needs a Different marketing mix to appeal to its ethnic customers.For example,Chinese brides want an elaborate red gown,and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar.
-Refer to E & V Bridal Studios.What procedure does E&V Bridal Studios use to divide its large market?

Accepted Answer

E&V Bridal Studios uses market segmentation to divide its large market by identifying the different needs and preferences of its ethnic customers, such as Chinese and Vietnamese brides. This helps the business tailor their marketing mix to better appeal to each specific group.

Question 7

ProtecTV is a product that selectively mutes words and phrases that some people find objectionable.It can be connected to a television,VCR,DVD player,or satellite TV system.The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.
-Refer to Censoring Programs.What is the primary market segment for ProtecTV?

Accepted Answer

The primary market segment for ProtecTV is parents with preteens in their households who do not want their children exposed to offensive language. While all parents may be interested in this product, the manufacturer specifically targeted parents with preteens. Educators may also be interested in this product, but they are not the primary market segment.

Question 8

ProtecTV is a product that selectively mutes words and phrases that some people find objectionable.It can be connected to a television,VCR,DVD player,or satellite TV system.The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.
-Refer to Censoring Programs.ProtecTV is the only product of its kind that has an expandable dictionary.What type of strategy does ProtecTV use?

Accepted Answer

ProtecTV uses product differentiation by offering a unique feature, an expandable dictionary, which sets it apart from other similar products on the market.

Question 9

For many years,if car owners wanted to make sure that they would not be stranded if their car were to break down,they became members of the Canadian Automobile Association (CAA).Its members also received discounts at CAA-affiliated motels as well as access to maps and a trip planning service.Recently,a new company offering the same services as CAA has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warning.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (ones that utilize energy efficient practices).
-Refer to Better World Travellers Club.BWTC's donation to organizations that seek to reduce the use of fossil fuel is a strategy for which of the following?

Accepted Answer

BWTC's donation to environmental organizations as part of their business model is a strategy for product differentiation. This approach sets them apart from competitors like CAA by appealing to environmentally conscious consumers.

Question 10

E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians.At one time,it used the same marketing mix for all of its customers,but it has discovered that it needs a Different marketing mix to appeal to its ethnic customers.For example,Chinese brides want an elaborate red gown,and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar.
-Refer to E&V Bridal Studios.It accommodates the various cultures by providing services to appeal to Koreans,Vietnamese,Chinese,and Japanese customers.Which segmentation variable does E&V Bridal Studios rely on to identify its market?

Accepted Answer

The answer of E&V Bridal Studios is a wedding consulting...

Question 11

A market segment is deemed to have substantiality if it contains large numbers of potential customers.

Accepted Answer

The answer of A market segment is deemed to have...

Question 12

E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians.At one time,it used the same marketing mix for all of its customers,but it has discovered that it needs a Different marketing mix to appeal to its ethnic customers.For example,Chinese brides want an elaborate red gown,and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar.
-Refer to E&V Bridal Studios.It accommodates the various cultures by providing services to appeal to Koreans,Vietnamese,Chinese,and Japanese customers.E&V Bridal Studios markets its services to its customers by using ethnicity to divide its customers into segments.In this case,what is ethnicity?

Accepted Answer

Ethnicity is being used as the primary segmentation variable by E&V Bridal Studios to divide its customers into different segments based on their cultural preferences and traditions. This allows the company to provide differentiated services and products to appeal to the specific needs of each group.

Question 13

ProtecTV is a product that selectively mutes words and phrases that some people find objectionable.It can be connected to a television,VCR,DVD player,or satellite TV system.The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.
-Refer to Censoring Programs.By helping parents who want to protect the innocence of their children,what type of segmentation is ProtecTV using?

Accepted Answer

ProtecTV is using benefit segmentation by targeting parents who want to protect the innocence of their children. The product caters to a specific benefit desired by a certain segment of the market, rather than focusing on demographic, geodemographic or usage rate segmentation.

Question 14

For many years,if car owners wanted to make sure that they would not be stranded if their car were to break down,they became members of the Canadian Automobile Association (CAA).Its members also received discounts at CAA-affiliated motels as well as access to maps and a trip planning service.Recently,a new company offering the same services as CAA has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warning.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (ones that utilize energy efficient practices).
-Refer to Better World Travellers Club.BWTC's design of travel packages that would appeal to people who liked hiking and camping and packages that appealed to those who liked resorts indicates the company was using what type of base?

Accepted Answer

Better World Travellers Club (BWTC) is using psychographic segmentation by designing travel packages that appeal to people who have specific interests and values, such as the environmentally conscious traveller who likes hiking and camping or prefers eco-resorts and "green" hotels. This type of segmentation focuses on behavioural and attitudinal characteristics rather than demographic or geographic characteristics.

Question 15

Allyson has a small business that creates personalized gift baskets and is now in the process of identifying groups of buyers that have relatively similar product needs.She is engaged in the process of market segmentation.

Accepted Answer

Allyson is identifying groups of buyers with similar needs, which is the process of market segmentation.

Question 16

E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians.At one time,it used the same marketing mix for all of its customers,but it has discovered that it needs a Different marketing mix to appeal to its ethnic customers.For example,Chinese brides want an elaborate red gown,and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar.
-Refer to E&V Bridal Studios.What type of segmentation strategy does the company use?

Accepted Answer

The answer of E&V Bridal Studios is a wedding consulting...

Question 17

For many years,if car owners wanted to make sure that they would not be stranded if their car were to break down,they became members of the Canadian Automobile Association (CAA).Its members also received discounts at CAA-affiliated motels as well as access to maps and a trip planning service.Recently,a new company offering the same services as CAA has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warning.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (ones that utilize energy efficient practices).
-Refer to Better World Travellers Club.BWTC's appeal to those who want to help preserve the environment indicates that the company was using which type of base?

Accepted Answer

Better World Travellers Club (BWTC) is using benefit segmentation by targeting environmentally conscious travelers and offering them discounts on eco-friendly travel options, while also donating a portion of the club's revenues to environmental organizations. This aligns with the interests and values of this particular segment of consumers.

Question 18

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.
-Refer to Clearing Skies.What is the book positioned on the basis of?

Accepted Answer

The answer of Clearing Skies Press published a book by...

Question 19

For many years,if car owners wanted to make sure that they would not be stranded if their car were to break down,they became members of the Canadian Automobile Association (CAA).Its members also received discounts at CAA-affiliated motels as well as access to maps and a trip planning service.Recently,a new company offering the same services as CAA has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warning.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (ones that utilize energy efficient practices).
-Refer to Better World Travellers Club.What base has BWTC selected for its positioning strategy?

Accepted Answer

BWTC has selected the attribute of being environmentally friendly as its basis for positioning strategy. This is evident from their go-green philosophy, donation to environmental organizations, and discounts on eco-resorts and "green" hotels.

Question 20

For many years,if car owners wanted to make sure that they would not be stranded if their car were to break down,they became members of the Canadian Automobile Association (CAA).Its members also received discounts at CAA-affiliated motels as well as access to maps and a trip planning service.Recently,a new company offering the same services as CAA has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warning.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (ones that utilize energy efficient practices).
-Refer to Better World Travellers Club.Because BWTC has chosen to concentrate its efforts on environmentally conscious travellers,it can be said to have done which of the following?

Accepted Answer

By focusing on environmentally conscious travelers, BWTC has found a market niche. They are not targeting everyone who drives or everyone who owns a car, but a specific group of consumers who prioritize eco-friendly practices in their travel choices. Market aggregation strategy involves targeting multiple segments with similar preferences, which is not the case here.

Quiz 6: Segmenting and Targeting Markets

One reason marketers use market segmentation as a tool is that,once completed,the process need not be repeated.

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers. -Refer to Clearing Skies.What demographic variables have been used to define the market for this book?

AkPharm,Inc.has developed Cat-Sip,a lactose-free milk designed to be digestible by cats.The market for this product is cats.

A market segment is deemed to have substantiality if it contains large numbers of potential customers.

Allyson has a small business that creates personalized gift baskets and is now in the process of identifying groups of buyers that have relatively similar product needs.She is engaged in the process of market segmentation.

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers. -Refer to Clearing Skies.What is the book positioned on the basis of?