176) Figure 9-11 above is a depiction of a ________ for beverages in the minds of adults.
A) hierarchy of needs
B) perceptual map
C) marketing matrix
D) growth-share matrix
E) acuity matrix
177) The perceptual map in Figure 9-11 above shows adult perceptions for beverages. Suppose a
marketer is introducing a new beverage that is higher-than-average in nutrition and is intended
for adults. It will probably be most useful to promote the drink as similar to what?
A) tea
B) fruit-flavored drinks
C) sugared soft drinks
D) regular milk
E) coffee
178) Assume that the perceptual map in Figure 9-11 above is an accurate representation for adult
consumers. A heavy consumer of mineral water is likely to think that mineral water is
A) more nutritious than tea.
B) more nutritious and a more adult-oriented beverage than milk shakes.
C) a more adult-oriented beverage than nutritionally designed diet drinks.
D) less nutritious and a more adult-oriented beverage than fruit-flavored drinks.
E) a more adult-oriented beverage than sports drinks.
179) A depiction of a ________ for beverages in the minds of adults is a means of displaying or
graphing in two dimensions the location of products or brands in the minds of consumers.
A) hierarchy of needs
B) perceptual map
C) marketing matrix
D) growth-share matrix
E) perception matrix
180) By dividing its tennis racquet market into three categories, which it labels Performance,
Recreational, and Junior tennis players, Prince Sports is using a marketing strategy called
A) product differentiation.
B) product innovation.
C) market delineation.
D) market segmentation.
E) product groupings.
181) The O3 technology refers to an innovative tennis racquet Prince Sports developed that
simultaneously delivers faster racquet speed and a bigger sweet spot in the middle of the frame.
Prince Sports has implemented a ________ strategy with its O3 innovative tennis racquet
technology.
A) competitive segmentation
B) head-to-head
C) product differentiation
D) usage segmentation
E) market segmentation
182) The segmentation strategy used by Prince Sports today is
A) geographic.
B) behavioral.
C) psychographic.
D) socioeconomic.
E) resource-based.
183) What is market segmentation and why is it important?
184) What is product differentiation? How does it relate to market segmentation? How does it
potentially improve a firm’s revenues?
185) Describe the market segmentation process.
186) Why would an organization produce a single product or service and then attempt to sell it to
two or more market segments?
187) Why would an organization produce multiple products or services and then attempt to sell
them to two or more market segments?
188) Explain the difference between mass customization and build-to-order.
189) There are five key steps in segmenting and targeting markets, which link market needs of
customers to the organization’s marketing program. List these five key steps.
190) A marketing manager should develop segments for a market that meet five principal
criteria. List these important factors in forming market segments.
191) A nonprofit food bank was handing out food to anyone who requested it on a weekly basis.
It now wants to give free food only to people who go hungry on a daily basis. This will be the
market segment it targets. How does the formation of its market segments differ from the
strategy used for a retail store?
192) Describe the four general bases that are used to segment consumer markets.
101
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based on where prospective customers live or work (region, city size); (2) demographic
segmentation, which is based on some objective physical (gender, race), measurable (age,
income), or other classification attribute (birth era, occupation) of prospective customers; (3)
psychographic segmentation, which is based on some subjective mental or emotional attributes
(personality), aspirations (lifestyle), or needs of prospective customers; and (4) behavioral
segmentation, which is based on some observable actions or attitudes by prospective customers,
such as where they buy, what benefits they seek, how frequently they buy, and why they buy.
Difficulty: 2 Medium
Topic: Methods of Market Segmentation
Learning Objective: 09-03 Recognize the bases used to segment consumer and organizational
(business) markets.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
193) Assume you are manager of Outback Steakhouse, a franchised restaurant that has opened at
new location in St. Louis. Describe which segmentation base(s) and possible segmentation
variable(s) you would use to segment its market, and explain why each supports the appropriate
market segmentation strategy.
194) Explain the 80/20 rule.
195) What are the segmentation bases for U.S. organizational (business) markets?
196) Explain what a market-product grid is and how it is used.
197) What are the criteria used to select target markets?
198) Explain the difference between marketing synergies and product synergies.
199) Define product positioning. What are two approaches to product positioning? Give an
example of each approach.
200) What are the three types of data needed from consumers to develop a perceptual map?
201) What are the four steps to positioning a product with a perceptual map?