Chapter 04 – Segmentation, Targeting, and the Marketing Mix
75. (p. 109-110) Before starting Pedigree Pajamas, the owner of the company realized that he was
treating his dog as if it were a child and that a lot of his friends did the same thing. So in what
he perceived as a dog-friendly environment, he launched a line of doggie pajamas—available
from size 6 for Chihuahuas to size 30 for Great Danes. The ads for Pedigree Pajamas had to
convince people that dogs slept better in pajamas. A product that has to create primary
demand is more than likely in the _____ stage of the product life cycle.
76. (p. 110) Consumer demand for a whole product category such as DVD players, pickles or
laptop computers is called _____ demand.
