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Ch. 11 Marketing: Building Profitable Customer Connections
1. Marketing is the processes of delivering and exchanging offerings that have value for customers, clients, partners,
and society at large.
a. True
b. False
ANSWER: True
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: BUSN.KELL.15.11.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
TOPICS: A-Head: Marketing: Getting Value by Giving Value
KEYWORDS: Bloom's: Knowledge
2. Utility is the ability of goods and services to satisfy consumer “wants.”

a. True
b. False
ANSWER: True
3. Form utility satisfies wants by smoothly transferring ownership of goods and services from seller to buyer.
a. True
b. False
ANSWER: False
4. Ownership utility satisfies wants by providing goods and services at a convenient place for customers.
a. True
b. False
ANSWER: False
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© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
5. Siliconia Bank locates its ATMs in large grocery stores to provide customers with easy access to banking services.
This scenario exemplifies the use of form utility.
a. True
b. False
ANSWER: False
DIFFICULTY: Difficulty: Moderate
KEYWORDS: Bloom's: Application
6. According to the American Marketing Association, marketing provides offerings that have value only for an
organization's customers.
a. True
b. False
ANSWER: False
KEYWORDS: Bloom's: Comprehension
7. Ideas such as "Don't drink and drive" and "Recycle" are examples of form marketing.
a. True
b. False
ANSWER: False
B-Head: The Scope of Marketing: It's Everywhere!

8. Stray Rescue is a nonprofit organization. Since the organization is not profit driven, it has no need to focus on
marketing.
a. True
b. False
ANSWER: False
9. Companies use event marketing when they sponsor sporting, cultural, or charitable events.
a. True
b. False
ANSWER: True
10. People marketing involves drawing people to a particular place.

a. True
b. False
ANSWER: False

11. Escribo Marketing LLC. holds annual blood donation camps and conducts other similar charitable events in
educational institutions. This is an example of people marketing.
a. True
b. False
ANSWER: False
12. The production era of marketing focused on finding ways to stimulate more demand for the company’s output.
a. True
b. False
ANSWER: False
B-Head: The Evolution of Marketing: From the Product to the Customer
13. The marketing concept was a business philosophy that arose in the era of mass production when it became
necessary for firms to use “hard sell” techniques to convince customers to buy products that they didn’t really
want.
a. True
b. False
ANSWER: False

14. In the selling era, consumers didn't have the overwhelming number of choices that are available now. Hence, most
products were purchased as soon as they were produced and distributed to consumers.
a. True
b. False
ANSWER: False
15. The marketing concept holds that delivering unmatched value to customers is the only effective way to achieve
long-term profitability.
a. True
b. False
ANSWER: True
16. In today’s relationship era of marketing, the emphasis is on finding ways to quickly reach new customers as it
proves to be more cost-effective than retaining current customers.
a. True
b. False
ANSWER: False

17. Walt owns a local chain of auto repair shops in Northern Virginia. He tries to go the extra mile in pleasing his
customers with comfortable and attractive waiting rooms, friendly service, and an exceptional warranty on all repair
work. Walt’s approach is consistent with the marketing concept.
a. True
b. False
ANSWER: True
18. Customer relationship management is the ongoing process of acquiring, maintaining, and growing profitable
relationships by delivering unmatched value.
a. True
b. False
ANSWER: True
TOPICS: A-Head: The Customer: Front and Center
B-Head: Customer Relationship Management (CRM)
19. A business offers value when customers judge that its products deliver a better relationship between benefits and
costs than its competitors’ products.
a. True
b. False
ANSWER: True

20. Marketers who actively gather data and pursue a connection with customers who initiate contact are pursuing
limited relationships.
a. True
b. False
ANSWER: True
21. Businesses use CRM techniques to deliver value to customers while promoting customer loyalty.
a. True
b. False
ANSWER: True
22. Andrew has spent a lot of time gathering information about his top two clients and has decided to have them
participate in his latest product development project. Andrew is trying to establish a full partnership with these
clients.
a. True
b. False
ANSWER: True

23. Value is based on a customer’s perception that a product has a better relationship between the cost and the
benefits than its competitors.
a. True
b. False
ANSWER: True
24. Successful companies strive for customer satisfaction and develop marketing programs to encourage repeat
business with existing customers.
a. True
b. False
ANSWER: True
25. When it comes to creating customer satisfaction, perceived value is just as important as actual value.
a. True
b. False
ANSWER: True
B-Head: Perceived Value Versus Actual Value

26. Overpromising is an effective way to generate a large base of highly satisfied customers, because it often results in
consumers getting more from a product than they were led to expect.
a. True
b. False
ANSWER: False
B-Head: Customer Satisfaction
27. Customer loyalty is the payoff for delivering value and generating customer satisfaction.
a. True
b. False
ANSWER: True
B-Head: Customer Loyalty
28. One benefit of achieving consumer loyalty is that consumers may be willing to forgive a company’s mistakes.
a. True
b. False
ANSWER: True

29. Many firms develop a formal marketing plan to identify their target audience and the best method to reach that
audience.
a. True
b. False
ANSWER: True
TOPICS: A-Head: Marketing Strategy: Where Are You Going and How Will You Get There?
30. The first step in developing a marketing plan is to identify the individuals most likely to buy your products.
a. True
b. False
ANSWER: True
31. The process of dividing an overall market into groups of customers who are similar to each other but different from
everyone else is known as market aggregation.
a. True
b. False
ANSWER: False

32. Target markets refer to small groups formed by dividing a market based on attitudes, lifestyles, and values
exclusively.
a. True
b. False
ANSWER: False
TOPICS: A-Head: Marketing Strategy: Where Are You Going, and How Will You Get There?
B-Head: Target Market
33. A business segments a market in order to understand the similarities and differences in consumers’ needs.
a. True
b. False
ANSWER: True
34. Business marketers only direct their efforts to people who purchase their products for personal use.
a. True
b. False
ANSWER: False
B-Head: Consumer Markets versus Business Markets

35. Although both B2C and B2B marketers segment their markets, the difference between these two approaches lies
in how the buyers will use the products.
a. True
b. False
ANSWER: True
B-Head: Consumer Markets versus Business Markets
36. Demographic market segmentation is based on measurable characteristics of potential customers, such as age,
education, income, ethnicity, and gender.
a. True
b. False
ANSWER: True
B-Head: Consumer Market Segmentation
37. Geographic segmentation involves dividing the market based on where consumers live.
a. True
b. False
ANSWER: True

38. Psychographic segmentation refers to dividing the market based on how people behave toward a product.
a. True
b. False
ANSWER: False
39. Deadly Nightmare, a heavy metal band, is about to release its first music CD. It is important that Deadly Nightmare
determine its target market in order to successfully distribute its music. The band knows adolescent urban males
make up the largest portion of the heavy metal music market. Using this information to develop its target market is
known as demographic segmentation.
a. True
b. False
ANSWER: True
40. XLent Computers has one line of computers designed to appeal to hard-core gamers, another line to appeal to
people who like to work with video editing, and yet another designed for people who simply like to browse, chat,
and e-mail their friends. This attempt to separate the market according to interests and hobbies suggests that XLent
is relying heavily on demographic segmentation.
a. True
b. False
ANSWER: False

41. In B2B marketing, the most common strategies for segmenting a market are based on geography, customer
characteristics, and product-use.
a. True
b. False
ANSWER: True
B-Head: Business Market Segmentation
42. Strategies about product, price, promotion, and distribution are all included in a firm’s marketing mix.
a. True
b. False
ANSWER: True
B-Head: The Marketing Mix
43. A firm’s marketing mix refers to the array of different types of products it has developed to attract different types
of customers.
a. True
b. False
ANSWER: False

44. Strategies about the best way to incorporate personal selling, public relations, and word-of-mouth into the marketing
of a product are part of the distribution strategy component of a firm’s marketing mix.
a. True
b. False
ANSWER: False
45. The product strategy a firm develops would include not only the physical product or specific service the firm offers
but also its brand name, packaging, and customer service.
a. True
b. False
ANSWER: True
46. Flip Floppy, a shoemanufacturing company, created a marketing initiative in several countries called “free run” to
increase the market for sneakers among adolescents. The company's marketing approach paid off with sales in the
first half of 2013 growing nearly 20 percent. The “free run” marketing approach is an example of the consumer
market segmentation known as demographic segmentation.
a. True
b. False
ANSWER: True
B-Head: The Global Marketing Mix

47. Environmental scanning is the process of segmenting the market into individual responses to various products. This
includes the benefits consumers seek from products and how consumers use products.
a. True
b. False
ANSWER: False
B-Head: The Marketing Environment
48. Laws and regulations affecting marketing practices are a major part of the social/cultural marketing environment.
a. True
b. False
ANSWER: False
49. Anticipating and responding to social and cultural trends is not important to the entertainment, fashion or technology
industries because they change so rapidly.
a. True
b. False
ANSWER: False

50. To avoid ambushes and to uncover opportunities, a marketer must continuously monitor how only the dominant
competitors handle each element of their marketing mix.
a. True
b. False
ANSWER: False
51. Marina has opened a cupcake business and will be selling her cupcakes for personal consumption and to other
businesses. Marina will only need to develop one marketing plan since consumers and businesses behave in the
same manner when purchasing products or services.
a. True
b. False
ANSWER: False
TOPICS: A-Head: Customer Behavior: Decisions, Decisions, Decisions!
52. Consumer behavior specifically refers to how people act when they buy products for personal consumption.
a. True
b. False
ANSWER: True
B-Head: Consumer Behavior

53. Cultural, social, personal, and psychological factors influence a consumer’s purchasing decisions.
a. True
b. False
ANSWER: True
54. Culture refers to the values, attitudes, and customs shared by members of a society.
a. True
b. False
ANSWER: True
55. A person’s social class can have an impact on purchasing behavior.

a. True
b. False
ANSWER: True
KEYWORDS: Bloom's: Analysis

56. Attitudes are a person’s lasting evaluations of objects or ideas.

a. True
b. False
ANSWER: True
57. Motivation and attitudes are major elements of the cultural influences on consumer decision making.
a. True
b. False
ANSWER: False
58. How much money you earn and what you do for a living are major determinants of your social class.
a. True
b. False
ANSWER: True

59. The consumer decision-making process involves need recognition, the search for information, evaluation of
alternatives, the purchase decision, and post-purchase behavior.
a. True
b. False
ANSWER: True
60. Cognitive dissonance is the part of postpurchase behavior that occurs when buyers have second thoughts after
purchasing a product and begin to worry that they made a bad decision.
a. True
b. False
ANSWER: True
61. Ricardo recently spent a lot of money on the purchase of a new sports car. He thought he would really enjoy it, but
soon after the purchase, he began to question whether it was a smart move. Ricardo’s doubts are an example of
cognitive dissonance.
a. True
b. False
ANSWER: True

62. Developing specific programs to help customers validate their purchase choices is one way marketers attempt to
avoid cognitive dissonance.
a. True
b. False
ANSWER: True
63. Consumers are often likely to go through all steps of the purchase decision process when they are buying goods for
which the financial or social implications are significant.
a. True
b. False
ANSWER: True
64. Business buyers rarely have purchasing training.

a. True
b. False
ANSWER: False
B-Head: Business Buyer Behavior

65. Businesses only use market research when promoting business-to-business products and services.
a. True
b. False
ANSWER: False
TOPICS: A-Head: Marketing Research: So What Do They REALLY Think?
66. Market research involves gathering, interpreting, and applying information to uncover opportunities and challenges
for business.
a. True
b. False
ANSWER: True
67. Marketing research is used to monitor and predict customer behavior.

a. True
b. False
ANSWER: True
68. Secondary data is existing data that marketers gather about purchasing behavior.
a. True
b. False
ANSWER: True
B-Head: Types of Data

69. Primary data is new data gathered and compiled by marketers.

a. True
b. False
ANSWER: True
70. Primary data is the first type of data that marketers obtain. They turn to secondary data only if the primary data
alone is not sufficient.
a. True
b. False
ANSWER: False
71. A major disadvantage of primary data is that it is usually outdated even before a marketer receives it.
a. True
b. False
ANSWER: False

72. An advantage of primary data is that it can be customized to meet a marketer's needs.
a. True
b. False
ANSWER: True
73. There are two main types of primary market research methods, and one thing they have in common is that they
both involve a direct interaction with the research subject.
a. True
b. False
ANSWER: False
B-Head: Primary Research Tools
74. Observation research and survey research are the two broad categories of primary research.
a. True
b. False
ANSWER: True

75. Observation research involves talking to the subjects being watched.

a. True
b. False
ANSWER: False
76. Survey research involves an interaction between the researcher and the research subjects.
a. True
b. False
ANSWER: True
77. Online questionnaires are an example of observation research.

a. True
b. False
ANSWER: False

78. An advantage of survey research is that it almost always yields highly accurate information because it is based on
direct answers to specific questions.
a. True
b. False
ANSWER: False
79. Ellie wants to conduct market research to uncover the attitudes and motivations that shape consumer choices. The
best way to obtain this information would be to use observation research to obtain primary data.
a. True
b. False
ANSWER: False
80. The key advantage of survey research is that the researcher can secure information about what people are thinking
and feeling, beyond what he or she can observe.
a. True
b. False
ANSWER: True

81. Social responsibility has become a marketing goal for companies in response to consumer demands for broader
community support.
a. True
b. False
ANSWER: True
TOPICS: A-Head: Social Responsibility and Technology: A Major Marketing Shift
B-Head: Marketing and Society: It's Not Just About You!
82. Although Toyota struggled during the global financial crisis, the more recent earthquake and tsunami in Japan
terminated all of Toyota's efforts aimed at promoting the green benefits of the Prius.
a. True
b. False
ANSWER: False
83. Green marketing has had a major impact on the fashion industry.
a. True
b. False
ANSWER: True

84. Eduardo’s boutique specializes in biodegradable umbrellas and bamboo clothing. Eduardo actively promotes the
ecological benefits of his products to attract the consumer market that makes purchase decisions based on their
convictions. Eduardo’s marketing approach is referred to as green marketing.
a. True
b. False
ANSWER: True
85. Toyota’s efforts to promote fuel economy and performance of the Prius without making any real sacrifices is an
example of green marketing.
a. True
b. False
ANSWER: True
86. Green marketing refers to strategies used by companies to maximize profits through their promotional efforts.
a. True
b. False
ANSWER: False

87. Through the use of technology, marketers can lower costs and deliver greater value to consumers.
a. True
b. False
ANSWER: True
NATIONAL STANDARDS: United States - BUSPROG: Technology
B-Head: Technology and Marketing: Power to the People!
88. So far, social responsibility and technology have had an impact on the promotion and distribution elements of the
marketing mix but have had little influence on the product and pricing elements.
a. True
b. False
ANSWER: False
89. Through the Web, marketers can tap into communities of users that yield valuable information about their goods and
services.
a. True
b. False
ANSWER: True

90. Using sophisticated data collection and management systems, marketers can now collect detailed information about
each customer, which allows them to develop one-on-one relationships and to identify high-potential new
customers.
a. True
b. False
ANSWER: True
91. Mass customization involves developing products tailored for individual consumers on a mass basis.
a. True
b. False
ANSWER: True
92. Marketers use the Internet to reach larger audiences and to provide them with 24/7 access to information and
product choices from all over the world.
a. True
b. False
ANSWER: True

93. BettaBikes has begun using a strategy known as mass customization. This means that BettaBikes produces one
basic bike style that appeals to a massive customer base.
a. True
b. False
ANSWER: False
94. Jason builds and sells cars at a reasonable price. He invented a four-wheel automobile that meets all federal
regulations for safety and while he has installed several advanced features in the automobile, it is also reasonable.
These particular features allow customers to walk in, sign a one-page agreement to pay $2,000, and drive home in
their new automobile. Which of the following kinds of utility is he providing?
a. Form utility and ownership utility
b. Form utility and time utility
c. Time utility and place utility
d. Place utility and ownership utility
ANSWER: a
TOPICS: A-Head: Getting Value by Giving Value
95. Comfi-Rester Furniture buys wood, padding, upholstery, and other inputs. It then cuts, sews, and assembles these
materials to produce high-quality, comfortable chairs and sofas. Which of the following types of utility is being
illustrated in this scenario?
a. Place
b. Relationship
c. Ownership
d. Form
ANSWER: d

96. When a business provides _____, they satisfy customers’ wants and needs by providing goods and services at a
convenient moment for customers.
a. place utility
b. mass customization
c. time utility
d. form utility
ANSWER: c
97. _____ is an organizational function and a set of processes for creating, communicating, and delivering value to
customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
a. Production
b. Marketing
c. Operations
d. Intrapreneurship
ANSWER: b
98. _____ utility satisfies wants by converting inputs into a finished product.
a. Form
b. Ownership
c. Place
d. Time
ANSWER: a

99. MyWays sells GPS navigation units. The company accepts all major credit cards and offers a variety of attractive
financing arrangements and free shipping. All of these efforts show that MyWays is making a strong effort to
provide _____ utility.
a. ownership
b. form
c. tracking
d. place
ANSWER: a
100. EZ Eats is a local fast food restaurant that is open 24/7. The management guarantees that customers will be served
within five minutes of placing an order for any item on its menu. EZ Eats is focusing on satisfying customers by
providing _____ utility.
a. selection
b. form
c. comparative
d. time
ANSWER: d
101. Stay-Inn is a chain of hotels that are located near major highway off-ramps. This is an example of a business
providing _____ utility.
a. form
b. time
c. place
d. ownership
ANSWER: c

102. The American Marketing Association defines marketing as the activity, set of institutions, and processes for:
a. advertising goods exclusively.
b. developing new products on a regular basis.
c. creating, communicating, delivering, and exchanging offerings that have value.
d. creating profits through effective capital investments.
ANSWER: c
103. The successful marketing campaign “What happens in Vegas stays in Vegas” is an example of _____ marketing.
a. place
b. idea
c. event
d. people
ANSWER: a
B-Head: The Scope of Marketing: It's Everywhere
104. While driving to work you turn on your radio and hear an advertisement from the American Red Cross on the
importance of donating blood. This is an example of _____ marketing.
a. event
b. idea
c. place
d. people
ANSWER: b
B-Head: The Scope of Marketing: It's Everywhere

105. _____ holds that delivering unmatched value to customers is the only way to achieve long-term profitability for the
organization.
a. The marketing concept
b. Market segmentation
c. Consumer behavior
d. The product strategy
ANSWER: a
B-Head: The Evolution of Marketing: From the Product to the Consumer
106. The evolution of marketing includes all of the following, EXCEPT the _____ era.
a. selling
b. segmentation
c. relationship
d. production
ANSWER: b
107. Henry Ford’s famous quote that customers could have any color of the Model T as long as it was black best
reflects marketing attitudes during the _____ era.
a. marketing
b. production
c. selling
d. relationship
ANSWER: b

108. In the _____ era, many companies adopted the philosophy that consumer satisfaction should be the central focus of
the entire organization.
a. marketing
b. production
c. selling
d. laissez faire
ANSWER: a
109. The last few decades have brought about an increased emphasis on customer service due to growing consumer
choice and purchasing power. Which of the following emphasizes that customer satisfaction is the central focus of
a business?
a. Blue ocean strategy
b. Ownership utility
c. Marketing concept
d. Behavioral segmentation
ANSWER: c
110. Which of the following statements is most consistent with the marketing view of the relationship era?
a. It is much less expensive to keep existing customers, than it is to develop new customers.
b. In this era of surging demand, the main focus should be on producing as much as possible.
c. The key to success is to constantly expand the customer base by recruiting new buyers.
d. The customer could purchase the product only in the color or size that the manufacturer made available.
ANSWER: a

111. Layla makes a snide remark to her colleague that he “looks at customers like Henry Ford probably did.” Which of
the following best explains her statement?
a. She thinks that her colleague will use any means necessary in order to sell the product.
b. She has an opinion that her colleague considers the customer practically a joke; the simple fact was that the
company’s product being on the market was reason enough for anyone to buy it.
c. She has a view that that her colleague considers customers to be an indispensable link to the fortunes of the
company, both now and in perpetuity.
d. She feels that her colleague views customers to be smart and savvy, and hence, would not hesitate to buy
from his competitor if they don’t have a pleasant buying experience with him.
ANSWER: b
112. _____ is the customer’s perception that a product has a better relationship between the cost and the benefits of
that particular product than the products of the competitors.
a. Positioning
b. Utility
c. Value
d. Crowdsourcing
ANSWER: c

113. _____ is the process of acquiring, maintaining, and growing profitable customer relationships by delivering
unmatched value.
a. The marketing concept
b. Banner relationship management
c. CRM
d. B2C
ANSWER: c
114. A key to successful customer relationship management is to:

a. develop marketing strategies that are universal.
b. collect, manage, and apply the right data at the right time to the right customer.
c. help customers identify new needs—even if they are met by other firms.
d. focus most marketing resources on the pricing and distribution functions of the marketing mix.
ANSWER: b
115. In customer relationship management, firms selling big-ticket items with small customer bases often find it
advantageous to:
a. develop full partnership relationships with their major customers.
b. develop a limited relationship with every customer.
c. implement a soft-sell approach.
d. exclude customers from the key aspects of the product development process.
ANSWER: a

116. Colgate-Palmolive communicates with individual customers through a vibrant website, an e-newsletter, and toll-free
access to a customer support phone center. They also have company representatives dedicated to developing close,
ongoing relationships with large chain stores. These strategies demonstrate the:
a. application of both limited relationships and full partnership relationships.
b. similarity between perceived value and actual value.
c. difference between customer satisfaction and customer loyalty.
d. impact PERT has had on customer relationships.
ANSWER: a
117. Lawrence recently bought a brand new Bentley Mulsanne, a very expensive car, but he is suffering from buyer’s
remorse. He wishes he would have bought something that made a bigger impression on the ladies at the Taco Bell
drivethrough. Howard, however, recently purchased a preowned ’86 Camaro with a flame job on the hood from a
car dealer, and when he rolls through Taco Bell with the T-tops off, the drive-through ladies are always staring at
his car and his mullet hairdo. Howard is far more satisfied with his car than Lawrence. From a marketing point of
view, which of the following concepts has contributed to Howard feeling satisfied with this purchase?
a. CRM implementation
b. Howard’s full partnership with his ’86 Camaro
c. Perceived value of the car
d. Customer loyalty
ANSWER: c
DIFFICULTY: Difficulty: Challenging
KEYWORDS: Bloom's: Synthesis

118. The relevant concept of value in marketing is based on the:

a. objective measure of quality exclusively.
b. customer’s belief that a product has a better relationship than its competitors between the cost and the
benefits.
c. ability to buy the product at the lowest possible cost irrespective of the decrease in quality.
d. form utility of the product.
ANSWER: b
119. A common error marketers commit when trying to generate customer satisfaction is:
a. focusing on value rather than price.
b. developing relationships with individual customers rather than focusing on the market as a whole.
c. placing too much emphasis on the marketing concept.
d. underpromising, thus setting consumer expectations too low.
ANSWER: d
120. Streamline Appliances is trying to build customer satisfaction. Which of the following strategies is most likely to
help it achieve this goal?
a. Overpromise on the quality and performance of the appliances in order to generate the greatest possible
interest.
b. Be very conservative by underpromising on product claims in order to surprise customers who expect too
little.
c. Focus on creating favorable customer perceptions, but keep your claims honest and realistic.
d. Build a close, full partnership with every customer.
ANSWER: c
121. All of the following are benefits of customer loyalty EXCEPT:

a. valuable feedback.
b. lower costs of production.
c. repeat sales.
d. word-of-mouth promotion.
ANSWER: b
122. Many firms develop a formal _____ to answer the question, "Who is your target market and how do you plan to
reach them?"
a. marketing mix
b. market vision statement
c. marketing priority list
d. marketing plan
ANSWER: d

123. Chris is developing a picture book for kids that is truly innovative. He believes that it will be something every
grandparent in the world will want to buy for their grandkids. Creating an innovative book does not necessarily
mean that the book will be successful. In order to make his book a success, what will he need to consider first and
foremost?
a. He needs to consider if there are enough people in the target group to support the business.
b. If there’s limited competition in that demographic, he should find another way to market it where there’s
unlimited room.
c. He needs to consider behavioral segmentation, which will allow him to know about consumer lifestyles and
values.
d. He needs to consider psychographic segmentation, which will allow him to learn about differences in
population densities of consumers.
ANSWER: a
KEYWORDS: Bloom's: Evaluation
124. A well-chosen target market embodies the following characteristics:

a. size, profitability, accessibility, and limited competition.
b. size, limited profitability, accessibility, and competition.
c. limited size, profitability, accessibility, and intense competition.
d. size, profitability, limited accessibility, and intense competition.
ANSWER: a

125. Big Bull Energy Drink focuses its marketing on young males who enjoy sports and other outdoor activities. The
company advertises its product at skateboard parks, basketball matches, ski resorts, and so on. This customer group
upon which the energy drink manufacturer focuses its marketing efforts toward represents the:
a. marketing mix.
b. target market.
c. market mavens.
d. market share.
ANSWER: b
126. _____ is a vital starting point for most marketers.

a. Psychographics
b. Analyticals
c. Demographics
d. Cultural awareness
ANSWER: c
127. Demographic segmentation divides the market by:

a. measurable characteristics.
b. where consumers live.
c. how people behave toward certain products.
d. people’s attitudes and lifestyles.
ANSWER: a

128. Which of the following are B2C marketing segmentations?

a. Customer-based
b. Behavior-based
c. Product-use based
d. Supplier-based
ANSWER: b
129. When firms in B2C markets divide up the potential market according to values, attitudes, and lifestyles, they are
making use of _____ segmentation.
a. interest-based
b. psychographic
c. user-defined
d. demographic
ANSWER: b
130. Which of the following sets of terms describe approaches used by B2C marketers to segment their markets?
a. Reactive, adaptive, and resistant responders
b. Opportunistic, altruistic, and grassroots buyers
c. Bleeding-edge, leading-edge, and seeding-edge products
d. Demographic, psychographic, and behavioral factors
ANSWER: d

131. Peter is starting a new business. He has to develop his marketing strategy by identifying similar characteristics,
attributes, and behaviors of his total market, and then group his customers according to these characteristics,
attributes, and behaviors. This process is referred to as:
a. target marketing.
b. a customer satisfaction program.
c. a full partnership.
d. market segmentation.
ANSWER: d
132. Travel agencies that advertise in magazines and on the Internet are utilizing a form of segmentation referred to as:
a. demographic.
b. behavioral.
c. product-use.
d. psychographic.
ANSWER: d
133. As a marketing manager for Danny and associates Inc., your research suggests that the spending habits of female
college students age 18 to 25 differ from most other consumers. For this reason your team has developed marketing
strategies for this specific group. This scenario exemplifies the:
a. demographic segmentation in the B2C market.
b. geographic segmentation in the B2B market.
c. psychographic segmentation in the B2C market.
d. density-growth segmentation in the B2C market.
ANSWER: a

134. Psychographic segmentation is the:

a. category that includes the benefits that consumers seek from products and how consumers use the product.
b. vital starting point for most efforts to segment B2B markets but is seldom used in B2C market.
c. division of the market based on consumer characteristics such as age, ethnicity, and gender.
d. category used to complement other types of market segmentation in B2C markets.
ANSWER: d
135. When B2B marketers divide the market based on the concentration of customers, they are using _____
segmentation.
a. customer-based
b. geographic
c. product-use based
d. demographic
ANSWER: a
B-Head: Business Market Segmentation
136. Jim works in the marketing department of a large firm. He recently spent much of his time working on new
packaging ideas for one of his company’s products. His work would contribute to the _____ strategy of the
company's marketing mix.
a. pricing
b. distribution
c. product
d. product-use
ANSWER: c

137. Decisions about advertising, publicity, and product placement are all part of a firm’s:
a. product strategy in its marketing matrix.
b. promotion strategy in its marketing mix.
c. demographic strategy in its marketing matrix.
d. distribution strategy in its marketing mix.
ANSWER: b
138. Premier Events is an event-planning company located in Lexington, Kentucky. This small company has been in
business for two years but is still struggling for success. After reviewing competitors’ successes and failures, the
marketing manager decides to alter Premier’s marketing mix. Which of the following elements is NOT a part of
this process?
a. Product strategy
b. Economic strategy
c. Distribution strategy
d. Promotion strategy
ANSWER: b

139. Jesse is the marketing manager for a large Midwest-based producer of food products. He is in the process of
developing the _____, which takes into consideration the marketing strategies for product, price, promotion, and
place.
a. competitive mix
b. value chain
c. marketing environment
d. marketing mix
ANSWER: d
140. Nike’s “hip hoop” global marketing approach was designed to connect Nike with a creative lifestyle in China.
Nike's unique approach resulted in:
a. a complete marketing disaster and significant sales reduction.
b. continuous development in Chinese individual and team-sports culture.
c. no significant change in sales in China.
d. the termination of the marketing director.
ANSWER: b

141. Sigma Nutcrackersz Inc. enjoys a monopoly in a large region of a European country for their electric nutcracker
gizmo that the company manufactures. Market share for this machine is near 90 percent, and the firm is seldom
worried about competition. The firm has considered branching out internationally to sell the “Powercracker” in
other countries. Which of the following should the firm specifically consider as it formulates its marketing plan?
a. It should investigate behavioral segmentation.
b. It should look at product-use-based segmentations for his B2B sales.
c. It needs to know about the global marketing mix, including social/cultural segments.
d. It needs to consider the political/legal interests of the consumers.
ANSWER: c
142. Marketing in foreign countries requires altering the goods or services offered to meet the taste of local customers.
Therefore, business leaders must develop a _____ to meet customer needs in each key market.
a. red oceans
b. global database
c. global marketing mix
d. grey market
ANSWER: c
143. _____ is the process of continually collecting information from the external marketing environment.
a. Globalized marketing
b. Environmental governance
c. Environmental scanning
d. Business market segmentation
ANSWER: c
144. Marketers can actively influence the:

a. market demand, but they usually are unable to control the market supply.
b. marketing mix, but they are unable to control the external environment.
c. competitive environment, but they are unable to control the economic environment in which they operate.
d. pricing of their product, but they usually are unable to control the distribution of their product.
ANSWER: b
145. Analysis of market share is a key to understanding the firm’s:

a. social and cultural environment.
b. technological environment.
c. demographic strengths.
d. competitive environment.
ANSWER: d
146. As a marketing executive, Angelina is responsible for _____; the goal of this process is to continually collect
information from a wide range of sources in an effort to understand market conditions.
a. implementing the distribution strategy
b. environmental scanning
c. reviewing consumer behavior
d. total quality management
ANSWER: b
B-Head: The Marketing Enviroment

147. The key elements of the external marketing environment include all of the following EXCEPT:
a. competitive and economic segments.
b. social and cultural segments.
c. political and legal segments.
d. pricing and product segments.
ANSWER: d
B-Head: The Marketing Enviroment
148. The external marketing environment is influenced by all of the following EXCEPT the _____ environment.
a. competitive
b. economic
c. technological
d. distribution
ANSWER: d
149. Facebook’s privacy control issues in 2009 and 2010 had a negative impact on their customer relations. This
marketing decision impacted the ______ marketing environment between Facebook and the consumer.
a. technological
b. competitive
c. political/legal
d. social/cultural
ANSWER: d

150. The ability of firms to take advantage of mass customization and just-in-time inventory methods demonstrates the
importance of staying current with:
a. technological elements of a firm's marketing environment.
b. promotion elements of a firm's marketing mix.
c. legal elements of a firm's marketing environment.
d. social elements of a firm's marketing mix.
ANSWER: a
151. The most significant difference between the consumer buyer and the business buyer is that the:
a. business buyer lacks purchasing training.
b. consumer buyer seeks highly customized goods, services, and prices unlike the business buyer.
c. consumer buyer typically applies rational criteria to their decision-making process unlike the business buyer.
d. business buyer bases purchases on specifications rather than on personal judgment.
ANSWER: d
152. Brooke and Katie went shopping for cleaning supplies. Brooke chose products from well-known brands. However,
Katie compared the price difference between well-known brands and the local store brands. Brooke explained that
her mother always used wellknown brands and taught her that local store brands just don’t clean as well.
Apparently, _____ factors were a major influence on Brooke’s choices.
a. psychological
b. social
c. geographic
d. demographic
ANSWER: b
153. _____ refers specifically to how people act when buying goods and services for personal consumption.
a. Segmentation
b. Crowdsourcing
c. Consumer behavior
d. Utility maximization
ANSWER: c
154. The consumer decision-making process involves need recognition, followed by:
a. information search, alternative evaluation, purchase decision, and post-purchase behavior.
b. information search, information learning, purchase evaluation, and post-purchase behavior.
c. product search, benefit analysis, price analysis, and value analysis.
d. cognitive dissonance, alternative evaluation, and post-purchase learning.
ANSWER: a
155. After the purchase of a new car, Johanna Morales had the feeling that she made an awful mistake in terms of
paying too much for the car. Johanna is suffering from:
a. conspicuous consumption.
b. cognitive dissonance.
c. groupthink.
d. social loafing.
ANSWER: b

156. Magdelena is an engineering undergraduate who wants to purchase a new laptop. She has asked several friends
what they like and dislike about their laptops and has read several articles in computer magazines and online sites
describing the latest features in laptops. As a result, she now has a good idea about what she wants. Her next step
is likely to be:
a. doing a competitive analysis.
b. evaluating alternative laptops.
c. experiencing cognitive dissonance.
d. undergoing a credit evaluation.
ANSWER: b
157. In order to help customers feel comfortable with their decision after the purchase of a new car, manufacturers are
offering extended warranties, free oil changes, and maintenance checks. This is an effort to offset:
a. groupthink.
c. demand elasticity.
d. consumer proactivity.
ANSWER: b

158. LaJonna Kirk launches her wholesale organic tree farm, he will not sell her products to the general public. LaJonna
will be selling to landscapers and retailers. Which of the following types of buyer behaviors will she primarily be
concerned with?
a. Cognitive dissonance
b. Consumer buyer behavior
c. Reference group buyer behavior
d. Business buyer behavior
ANSWER: d
159. Samuel works in the purchasing department of a major manufacturing company. When making purchasing
decisions for his company, Samuel:
a. is likely to have a problem with cognitive dissonance.
b. will have a lot of flexibility in the criteria he uses to select the goods.
c. will typically confront sellers unwilling to negotiate on prices or terms of sale.
d. is likely to apply rational criteria to the purchase decision.
ANSWER: d
160. _____ buyer behavior describes how people act when buying products to use directly or indirectly to produce other
products.
a. Consumer
b. Reference group
c. Business
d. Technology
ANSWER: c
161. Which of the following statements is true of marketing research?

a. It involves analyzing, interpreting, and disseminating information about the political environment to market
leaders.
b. It aims at increasing the profits and lessening expenses for a business.
c. It lacks the ability to improve areas of the marketing mix.
d. It involves gathering, interpreting, and applying information to uncover opportunities and challenges.
ANSWER: d
162. Primary data is _____ to gather than secondary data.

a. costlier and more difficult
b. less costly and less difficult
c. costlier and less difficult
d. less costly and more difficult
ANSWER: a

163. CDz 4U wants to build a new store in your community but needs to research the opportunity. Which of the
following is likely to represent the most cost-effective way to gather the needed data?
a. Rely exclusively on primary data collection because it can be customized to ensure relevance.
b. Begin by collecting secondary data to narrow the list of possible locations, then use the results to focus
primary research efforts on a limited number of possible locations.
c. Rely solely on secondary data, even if it is insufficient. This allows the firm to free up both time and financial
resources for the design and development of the actual store.
d. Begin by collecting primary data. Then, once the primary data is collected, use secondary sources to refine
and verify the results.
ANSWER: b
164. A company could obtain primary data through:

a. articles in newspapers, magazines, and professional journals.
b. focus groups, interviews, and online surveys.
c. editorials in newspapers and rankings by consumer magazines.
d. surveys published by charitable organizations and research papers written by university professors.
ANSWER: b
165. A company can acquire secondary data by:

a. organizing focus groups.
b. conducting online surveys.
c. conducting interviews.
d. researching newspaper articles.
ANSWER: d
166. Jenny collects secondary data for use at Alpha Megatronics Inc. Her sister, Joni, collects primary data at Beta
Software-Techno Inc. From this scenario, which of the following statements is true?
a. Jenny’s data is more expensive than Joni's data.
b. Joni's data is customized to her needs.
c. Unlike Joni's data, Jenny's data is fresh and new.
d. Unlike Jenny's data, Joni's data is frequently outdated.
ANSWER: b
167. In an effort to broaden its business, music retailer CDz 4U now offers DVD rentals online. In order to spot trends
in consumer interest, CDz 4U has decided to evaluate data that registers the links customers click when they visit
their website. This is an example of how a company can obtain _____ data.
a. primary
b. secondary
c. tertiary
d. survey
ANSWER: a

168. Which of the following is an example of observation research?

a. Sending a mail survey to all customers in a local market area
b. Scanning major newspapers and magazines for articles on the subject of the research
c. Conducting door-to-door interviews
d. Recording all the items that a customer clicks on when visiting a website
ANSWER: d
169. Using scanner data from retail sales is an example of _____ research.
a. archival
b. observation
c. survey
d. secondary
ANSWER: b
170. The two main approaches used in primary marketing research are:
a. observation research and survey research.
b. longitudinal research and historical research.
c. field research and archival research.
d. econometric research and empirical research.
ANSWER: a

171. _____ involves interaction with research subjects. The key advantage is that the marketer can secure information
about what people are thinking and feeling.
a. Unobtrusive research
b. Survey interview
c. Garbage analysis
d. Secondary research
ANSWER: b
172. When data is gathered using _____, the researcher does not directly interact with the research subject.
a. observation research
b. survey research
c. telephonic interviews
d. door-to-door interviews
ANSWER: a
173. Focus groups and mail-in questionnaires are examples of:

a. survey research used to obtain primary data.
b. unobtrusive research used to obtain secondary data.
c. organizational research used to obtain institutional data.
d. observation research used to obtain secondary data.
ANSWER: a

174. Jason is conducting primary market research. Which of the following scenarios depicts this?
a. Analyzing articles published by various business magazines
b. Scouring the Web for free compiled data sets that he can apply to his project
c. Referring to published articles and papers about that topic
d. Analyzing garbage to measure recycling compliance
ANSWER: d
175. The biggest disadvantage of observation research is that it:

a. tends to be extremely expensive.
b. yields little or no insight into the motivation behind the observed behavior.
c. generates secondary data rather than primary data.
d. focuses on what people say rather than what they actually do.
ANSWER: b
176. When Suzanne was shopping for school supplies in the mall, she was approached by a woman with a clipboard
asking questions about her preference for jeans. Therefore, Suzanne is part of _____ research.
a. secondary
b. unobtrusive
c. survey
d. observation
ANSWER: c

177. Many companies that want to collect data internationally find that:
a. doing so is more expensive than it is worth.
b. it yields little additional insight, because American cultural influences on consumption are so dominant.
c. they get better results by hiring research firms with a strong local presence in the areas where the data will
be collected.
d. telephone interviews are almost always the best and the least expensive way to obtain the desired data.
ANSWER: c
B-Head: An International Perspective
178. _____ demands that marketers actively contribute to the needs of the broader community.
a. Social responsibility
b. Green marketing
c. Ambush marketing
d. Observation research
ANSWER: a
179. Thor Sportswear is concerned about the company’s impact on the environment and the working conditions in its
overseas factories. In order to highlight the company’s high standards, Thor Sportswear produces a(n):
a. green marketing audit.
b. corporate responsibility report.
c. annual audit.
d. market research report.
ANSWER: b

180. Which of the following scenarios exemplifies green marketing?

a. Janet sells home-made pickles and jams.
b. Claire sells solar-powered jackets.
c. Sam volunteers at a local self-help group.
d. Christine gives money to an nonprofit organization.
ANSWER: b
181. Toyota’s hybrid sedan, Prius, offers better gas mileage and emits less greenhouse gases than the average new car.
This product is an example of Toyota’s:
a. use of primary marketing.
b. efforts to achieve mass customization.
c. green marketing strategy.
d. plan to implement environmental scanning.
ANSWER: c
182. Creating products tailored for individuals on a mass basis is referred to as:
a. niche marketing.
b. mass customization.
c. ambush marketing.
d. mass distribution.
ANSWER: b

183. Rapid improvements in digital technology and the rise in Internet usage over the past 20 years has:
a. shifted the balance of power away from customers and toward producers.
b. decreased the costs of marketing new products and services.
c. increased the costs of distributing new products and services.
d. contributed to a movement away from mass customization and toward demographic marketing exclusively.
ANSWER: b
184. Lauren’s company purchased a global data collection and management system that can provide them with detailed
information about each of their customers. This system would allow them to create:
a. products tailored for individual consumers on a mass basis.
b. large quantities of the same product.
c. products tailored for individuals on a first come, first served basis.
d. products tailored for individuals on a small scale.
ANSWER: a
185. All of the following are outcomes associated with changes in digital technology and the rise of the Internet
EXCEPT:
a. mass customization.
c. new types of promotional tools and methods.
d. a shift in power from producers to customers.
ANSWER: b

186. Larry builds cars and lets customers choose the color of the interiors. Also, instead of buttons or knobs to control
the entertainment, navigation, and climate in the vehicle, Larry has designed a series of touchscreens that allow the
driver to place controls wherever he or she wants them to be. Which of the following concepts is being illustrated in
this scenario?
a. Green marketing
b. Blue ocean strategy
c. Mass customization
d. Ambush marketing
ANSWER: c
187. Define utility and describe how each type of utility impacts the marketing process. Also provide at least one
example of each type of utility.
ANSWER: Utility is the ability of goods and services to satisfy consumer wants. Since there is a
wide range of wants, products can provide utility in a number of different ways:
Form utility satisfies wants by converting inputs into a finished form. Clearly,
the vast majority of products provide some kind of form utility. Examples:
Jamba Juice blends fruit, juices, and yogurt into yummy smoothies.
Time utility satisfies wants by providing goods and services at a convenient
time for customers. Examples: FedEx offers evening and Saturday residential
delivery times.
Place utility satisfies wants by providing goods and services at a convenient
place for customers. Examples: ATMs offer banking services in many large
supermarkets. Vending machines refuel tired students at virtually every college
campus.
Ownership utility satisfies wants by smoothly transferring ownership of
goods and services from seller to buyer. Virtually every product provides some
degree of ownership utility, but some offer more than others. Apple computer,
for example, has created a hassle-free purchase process that customers can
follow by phone, by computer, and in-person.


188. According to the American Marketing Association’s new definition of marketing, “Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.” The previous definition was, “Marketing is an organizational
function and a set of processes for creating, communicating, and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its stakeholders.” In what ways is the new
definition of marketing more expansive than the previous definition? How is the more expansive definition of
marketing related to the marketing concept?
ANSWER: Students’ answers may vary, but should pinpoint the ways in which the new definition
has broadened over the previous one.
According to the new definition, marketing activities may also include others outside
of the organization—a “set of institutions.” The new definition expands to include
clients, partners, and society at large as recipients of marketing value; marketing does
not only manage relationships with these groups for the financial benefit of the firm,
as stated in the previous definition.
In the new definition marketing is defined as an “activity” instead of a “function.”

This positions marketing as a broader activity in a company or organization, and not
just a department or specific area in the organization. Therefore, the new definition of
marketing is consistent with the marketing concept. The marketing concept is a
philosophy that the entire organization should have customer satisfaction as a central
focus. Companies embracing this philosophy integrate this goal into all business
activities. In doing this, an organization may partner with other organizations to deliver
value; the importance of other institutions and partners is included in the new
definition of marketing.

189. Define and describe how marketing has evolved over the past 100 years.
ANSWER: Production Era: Marketing didn’t always begin with the customer. In fact, in the
early 1900s, the customer was practically a joke. Henry Ford summed up the
prevailing mindset when he reportedly said, “You can have your Model T in any color
you want as long as it’s black.” This attitude made sense from a historical
perspective, since consumers didn’t have the overwhelming number of choices that
are currently available; most products were purchased as soon as they were produced
and distributed to consumers. In this context, the top business priority was to produce
large quantities of goods as efficiently as possible.
Selling Era: By the 1920s, production capacity had increased dramatically. For the
first time, supply in many categories exceeded demand, which caused the emergence
of the hard sell. The selling focus gained momentum in the 1930s and 1940s, when the
Depression and World War II made consumers even more reluctant to part with their
limited money.
Marketing Era: The landscape changed dramatically in the 1950s. Many factories
that had churned out military supplies converted to consumer production, flooding the
market with choices in virtually every product category. An era of relative peace and
prosperity emerged, and—as soldiers returned from World War II—marriage and
birthrates soared. To compete for the consumer’s dollar, marketers attempted to
provide goods and services that met customer needs better than anything else on the
market. As a result, the marketing concept materialized in the 1950s. The marketing
concept is a philosophy that makes customer satisfaction—now and in the future—
the central focus of the entire organization. Companies that embrace this philosophy
strive to delight customers, integrating this goal into all business activities. The
marketing concept holds that delivering unmatched value to customers is the only
effective way to achieve long-term profitability.
Relationship Era: The marketing concept has gathered momentum across the
economy, leading to the current era, unfolding over the last decade, which zeros in on
long-term customer relationships. Acquiring a new customer can cost five times more
than keeping an existing customer. Retaining your current customers—and getting
them to spend additional dollars—is clearly costeffective. Moreover, satisfied
customers can develop into advocates for your business, becoming powerful
generators of positive “wordofmouth.”

190. Define customer relationship management. Identify and explain how it impacts the consumer.
ANSWER: Customer Relationship Management (CRM) is the ongoing process of acquiring,

maintaining, and growing profitable customer relationships by delivering unmatched
value. There are two major categories of CRM relationships:
Limited relationships: The scope of your relationships will depend not just on
the data you gather but also on your industry. Colgate-Palmolive, for example,
can’t forge a close personal bond with every person who buys a bar of Irish
Spring soap. However, they do invite customers to call their toll-free line with
questions or comments, and they maintain a vibrant website with music, an e-
newsletter, special offers, and an invitation to contact the company. You can
bet that they actively gather data and pursue a connection with customers who
do initiate contact.
Full partnerships: If you have a high-ticket product and a smaller customer
base, you’re much more likely to pursue a full partnership with each of your
key clients. Colgate-Palmolive, for instance, has dedicated customer service
teams working with key accounts such as Walmart and Costco. With a full
partnership, the marketer gathers and leverages extensive information about
each customer and often includes the customer in key aspects of the product
development process.


191. Differentiate customer satisfaction from customer loyalty. List and describe the two most common pitfalls
marketers fall into when trying to achieve customer satisfaction.
ANSWER: Customer satisfaction: You know you’ve satisfied your customers when you deliver
perceived value above and beyond their expectations. But achieving customer
satisfaction can be tricky. Less savvy marketers frequently fall into one of two traps:
The first trap is overpromising. Even if you deliver more value than anyone
else, your customers will be disappointed if your product falls short of overly
high expectations. You can use the messages that you send regarding your
product to influence expectations—keep those expectations real!
The second trap is underpromising. If you don’t set expectations high enough,
too few customers will be willing to try your product. The result will be a tiny
base of highly satisfied customers, which usually isn’t enough to sustain a
business.
Customer loyalty: This is the payoff for delivering value and generating satisfaction.
Loyal customers purchase from you again and again—and they sometimes even pay
more for your product. They forgive your mistakes. They provide valuable feedback.
They may require less service. They refer their friends (and sometimes even
strangers). Moreover, studying your loyal customers can give you a competitive edge
for acquiring new ones, because people with a similar profile would likely be a great
fit for your products.

192. Explain the steps a business leader takes when developing a marketing strategy.
ANSWER: Many successful firms begin the process of developing a marketing strategy by
coming up with a formal marketing plan, which they update on a yearly basis, while
other firms handle their planning on a more informal basis. But regardless of the
specific approach, the first step in planning your marketing strategy should be to
determine where to target your efforts. Who are those people who are most likely to
buy your products? In other words, who is your target market?
The next step in devising a marketing strategy would be market segmentation—

dividing your market into groups of people, or segments. These are people who are
similar to one another and different from everyone else. Segmentation in consumer
markets (B2C marketing) can be based on many different criteria, such as geography,
demographics, psychographics, and behavior. Business marketers (B2B) also segment
their markets, but they use somewhat different criteria; geographic, consumer-based,
and product-use-based are among the most common approaches to segmentation in
B2B markets.
Once you’ve clearly defined your target market, your next challenge is to develop
compelling strategies for product, price, distribution, and promotion. The blending of
these elements becomes your marketing mix.
While marketers actively influence the elements of the marketing mix, they must
anticipate and respond to the elements of the external environment, which they
typically cannot control. Environmental scanning is a key tool; the goal is simply to
continually collect information from sources that range from informal networks, to
industry newsletters, to the general press, to customers, to suppliers, to the
competition, among others.

193. Define consumer market segmentation and describe the four types of segments.
ANSWER: Consumer market segmentation is the process of dividing your market into groups
of people, or segments, that are similar to one another and different from everyone
else. There are four types of market segmentation: demographic, geographic,
psychographic, and behavioral.
Demographic segmentation is the preferred starting point for many marketers

because it is how they divide the market, based on measurable characteristics about
people such as age, income, ethnicity, and gender.
Geographic segmentation refers to dividing the market based on where the

consumers live such as what country, city, state, or county in which they are located.
This provides details about population density in a given area.
Psychographic segmentation is generally used to complement other marketing

segmentation approaches. Psychographic segmentation divides the market based on
consumer attitudes, interests, values, and lifestyles.
Behavioral segmentation refers to dividing the market based on how people

behave toward various products.

194. Define and describe the four basic influences on the consumer behavior decision-making process.
ANSWER: Students’ answers may vary, but they should list and describe the terms cultural,
social, personal, and psychological.
Influence Description
Culture: The values, attitudes, and customs shared by members of a
society
Subculture: A smaller division of the broader culture
Cultural
Social Class: Societal position driven largely by income and
occupation
Family: A powerful force in consumption choices
Friends: Another powerful force, especially for high-profile
purchases
Social
Reference Groups: Groups that give consumers a point of
comparison
Demographics: Measurable characteristics such as age, gender,
income
Personal
Personality: The mix of traits that determine who you are
Motivation: Pressing needs that tend to generate action
Attitudes: Lasting evaluations of (or feelings about) objects or ideas
Psychological Perceptions: How people select, organize, and interpret information
Learning: Changes in behavior based on experience


195. Define and describe the differences between the customer behavior of consumer buyers and that of business
buyers.
ANSWER: Consumer behavior refers specifically to how people act when they are buying
products for their own personal consumption. The decisions they make often seem
spontaneous but often result from a complex set of influences including cultural,
social, personal, and psychological pressures.
Business buyer behavior refers to how people act when they’re buying products to
use either directly or indirectly to produce other products (e.g., chemicals, copy paper,
computer servers). Business buyers typically have purchasing training and apply
rational criteria to their decision-making process. They usually buy according to
purchase specifications and objective standards, with a minimum of personal judgment
or whim. Often, business buyers are integrating input from a number of internal
sources, based on a relatively formal process. And finally, business buyers tend to
seek (and often secure) highly customized goods, services, and prices.

196. Your friend Stanley is concerned about the environment. But he just got a new job, and given the lack of public
transportation to that particular location, he desperately needs a car.
Outline and describe the steps Stanley should take in purchasing his new car and the factors he is likely to consider.
Be sure to include programs and tactics a dealership could use to offset any feelings of cognitive dissonance. What
type of car is Stanley likely to buy?
ANSWER: Students’ answers will vary, but they should include the five steps of (1) need
recognition, (2) information search, (3) evaluation of alternatives, (4) purchase
decision, and (5) post-purchase behavior (cognitive dissonance).
Need recognition: Stanley needs a new car to get to work, but he also wants to be
environmentally responsible in his choice.
Information search: Stanley talks to friends and family, reads articles on hybrid
vehicles, visits a few dealerships, and calls his bank to investigate financing options.
Much of his research will probably be aimed at helping him find a car that gets good
gas mileage and/or has other features that are environmentally friendly.
Evaluation of Alternatives: Stanley narrows his choice down to two new models
that he can afford. He makes a list of the strengths and weaknesses of each model.
Students might mention some of those strengths and weaknesses, with a focus on
cost, gas mileage, efficiency, and other environmental factors.
Purchase Decision: Many students are likely to suggest that Stanley will probably
buy a Toyota Prius (or some other hybrid) because such cars are environmentally
friendly and get good gas mileage. Other students might suggest other fuel-efficient
cars or perhaps cars employing even newer technology, such as the fuel cell cars that
Honda, General Motors, and other automakers are introducing.
Post-purchase Behavior: Buyers such as Stanley sometimes have second thoughts

and wonder if they made the right decision—a situation known as cognitive
dissonance. Students should be able to suggest several things the dealership can do to
offset these second thoughts. For example, they could send Stanley e-mails
mentioning all of the environmental awards his new car has received, or they could
offer him free oil changes and car washes.

197. What is market research? Define and describe how companies use market research to make better marketing
decisions.
ANSWER: Market research involves gathering, interpreting, and applying information to

uncover opportunities and challenges. The goal is better marketing decisions: more
value for consumers and more profits for businesses that deliver.
Companies use market research in a number of different areas:

to identify external opportunities and threats (from competition to social trends)
to monitor and predict customer behavior
to evaluate and improve each area of the marketing mix

198. Describe the benefits and drawbacks to primary and secondary data. Give examples of each in your answer.
Secondary data: Existing data that Primary data: New data that marketers
ANSWER: marketers gather or purchase compile for the first time
Tends to be lower cost Tends to be more expensive
May not meet your specific needs Customized to meet your needs
Frequently outdated Fresh, new data
Available to your competitors Proprietary—no one else has it
Examples: U.S. Census, The Wall Street Examples: Your own surveys, focus
Journal, Time magazine, your product groups, customer comments, mall
sales history interviews


199. There are two basic categories of primary research: observation research and survey research. Describe both
observation research and survey research. For each category, give one specific example of the method, and
describe the role the researcher plays in collecting data.
ANSWER: Observation research happens when the researcher does not directly interact with
the research subject. The key advantage of watching versus asking is that what
people actually do often differs from what they say—sometimes quite innocently. For
instance, if an amusement park employee stands outside an attraction and records
which way people turn when they exit, he may be conducting observation research to
determine where to place a new lemonade stand. Watching would be better than
asking, because many people could not honestly say which way they’d likely turn.
Examples of observation research include:
scanner data from retail sales
traffic counters to determine where to place billboards
garbage analysis to measure recycling compliance
Observation research can be both inexpensive and very effective. A car dealership,
for instance, can survey the preset radio stations on every car that comes in for
service. That information helps them choose which stations to use for advertising. But
the biggest downside of observation research is that it doesn’t yield any information
on consumer motivation—the reasons behind consumer decisions. The preset radio
stations wouldn’t matter, for example, if the bulk of drivers listen only to CDs in the
car.
Survey research happens when the researcher does interact with research subjects.
The key advantage is that you can secure information about what people are thinking
and feeling, beyond what you can observe. For example, a car maker might observe
that the majority of its purchasers are men. They could use this information to tailor
their advertising to men, or they could do survey research and possibly learn that
while men do the actual purchasing, women make the purchase decision. But the key
downside of survey research is that many people aren’t honest or accurate about their
experiences, opinions, and motivations, which can make survey research quite
misleading. Examples of survey research include:
telephone and on-line questionnaires
door-to-door interviews
small-intercept interviews
focus groups
mail-in questionnaires


200. Describe how social responsibility and technology have influenced marketing.
ANSWER: Students answers will vary, but the basic content should include the following:
Leadingedge marketers have responded to consumers’ demands to be held

accountable for how they run their businesses. Companies have responded to the
consumer demands and developed standards for how they handle their impact on the
environment, working conditions in foreign countries, and their involvement in the local
community. Many companies highlight their social responsibility programs on their
company website, as well as publish corporate responsibility reports.
One socially responsible effort on the part of many companies is green marketing.
Technology has created the opportunity for marketers to reduce their consumption of
paper and reach larger markets for their products. Technology also allows marketers
to use different types of marketing such as interactive advertising and virtual reality
displays. Many companies are also texting consumers about products they use
frequently. This service provides them with updates on the products and any
promotional deals the company has to offer. Technology used in marketing also has a
tendency to reduce costs.
Technology has also created opportunities for marketers to create products tailored
for individual consumers on a mass basis known as mass customization. By using
sophisticated data collection and management systems, marketers can now collect
detailed information about each customer. This information can then be utilized to
develop one-on-one relationships with the customer.

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XXIX.
1.—“... woman shall her own redemption gain.”
In the greatest depth of their meaning remain true the words of

Olive Schreiner: “He who stands by the side of woman cannot help
her; she must help herself.”
Id.... “Nothing is clearer than that woman must lead her own
revolution; not alone because it is hers, and that no other being can
therefore have her interest in its achievement, but because it is for a
life whose highest needs and rights—those to be redressed in its
success—lie above the level of man’s experiences or comprehension.
Only woman is sufficient to state woman’s claims and vindicate
them.”—Eliza W. Farnham (“Woman,” Vol. I., p. 308).
(See also Notes to XLVI. 7 and LVIII. 1.)
2.—“Instructed by the sting of bootless pain.”
“Toutes les fonctions du corps humain, sauf l’enfantement, sont

autant de plaisirs. Dès que la douleur surgit, la nature est violée. La
douleur est d’origine humaine. Un corps malade ou a violé les lois de
la nature, ou bien souffre de la violation de la loi d’un de ses
semblables. La douleur par elle-même est donc le meilleur diagnostic
pour le médecin.... Entre la loi de la nature et la violation de cette loi,
il n’y a que désordres, douleurs et ruines.... La maladie ne vient pas
de la nature, elle n’y est même pas. Elle n’est que la violation d’une
des lois de la nature. Dès qu’une de ces lois est violée, la douleur
arrive et vous dit qu’une loi vient d’être enfreinte. S’il est temps
encore, le mal peut être amoindri, expulsé, chassé.... La maladie n’est
donc que le résultat de la violation d’une loi naturelle.... La science et
la mécanique du corps humain, c’est l’art de vivre d’après les lois de
la nature, c’est la certitude que pas un médecin ne possède contre la
violation d’une de ces lois un remède autre que d’y rentrer le plus tôt
possible.... Chaque fois que l’homme s’efforcera de suivre la loi de la
nature, il chassera devant soi une centaine de maladies.”—Dr.
Alexandre Weill (“Lois et Mystères de l’Amour,” pp. 41, 91, 24, 85,
83).
3, 4.—“With Nature ever helpful to retrieve

The injury we heedlessly achieve.”
“Thus, if we could, by preaching our pet ideal, or in any other way

induce one generation of women to turn to a new pursuit, we should
have accomplished a step towards bending all future womanhood in
the same direction.”—Frances Power Cobbe (Essay: “The Final Cause
of Woman”).
See also Note XXIII., 4.
6.—“Already guerdon rich in hope is shown.”
“He (Mr. Frederic Harrison) says—‘All women, with few

exceptions, are subject to functional interruption absolutely
incompatible with the highest forms of continuous pressure.’ This
assertion I venture most emphatically to deny. The actual period of
child-birth apart, the ordinarily healthy woman is as fit for work
every day of her life as the ordinarily healthy man. Fresh air,
exercise, suitable clothing and nourishing food, added to the habitual
temperance of women in eating and drinking, have brought about a
marvellously good result in improving their average health.”—Mrs.
Fawcett (Fortnightly Review, Nov. 1891).
(See also Note LX., 8.)
8.—“The sage physician, she ...”
Not only “sage” physician, but “brave” physician; for brave indeed
has been the part she has had to bear against male professional
prejudice and jealousy, opposition from masculine vested interests,
virulent abuse and even personal violence. So recently as 1888, Dr.
Sophia Jex-Blake has to report concerning the medical education of
women, that:—
“The first difficulty lies in some remaining jealousy and ill-will towards medical
women on the part of a section (constantly diminishing, as I believe) of the medical
profession itself. Some twenty years ago the professional prejudice was so deep and
so widely spread that it constituted a very formidable obstacle, but it has been
steadily melting away before the logic of facts; and now is, with a few exceptions,
rarely to be found among the leaders of the profession, nor indeed among the great
majority of the rank and file, as far as can be judged by the personal experience of
medical women themselves. Unfortunately, it seems strongest just where it has
least justification, viz., among the practitioners who devote themselves chiefly to
midwifery, and to the special diseases of women. The Obstetrical Society is, so far
as I know, still of the same mind as when, in 1874, they excluded Dr. Elizabeth
Garrett Anderson, a distinguished M.D. of Paris, from their membership; and the
Soho Square Hospital for Women has never revoked its curt refusal to allow me to
enter its doors, when, in 1878, I proposed to take advantage of the invitation issued
in its report to all practitioners who were specially interested in the cases for which
the hospital is reserved. Sometimes this jealousy takes a sufficiently comic form.
For instance, I received for two successive years a lithographed circular inviting me
by name to send to the Lancet the reports of interesting cases that might occur in
my dispensary practice, but when I wrote in response to this supposed offer of
professional fellowship, I received by next post a hurried assurance from the editor
that it was all a mistake, and that, in fact, the Lancet could not stoop to record
medical experiences, however interesting, if they occurred in the practice of the
inferior sex! Probably it will not require many more years to make this sort of thing
ridiculous, even in the eyes of those who are now capable of such puerilities.
“The second obstacle lies in the continued exclusion of women from the majority
of our Universities, and from the English Colleges of Physicians and Surgeons.
Here also the matter may be left to the growth of public opinion as regards those
existing bodies which do not depend upon the public purse; but it is time that
Parliament should refuse supplies to those bodies whose sense of justice cannot be
otherwise awakened, and it is certainly the duty of Government to see that no new
charter is granted without absolute security for equal justice to students of both
sexes.”—Sophia Jex-Blake, M.D. (Nineteenth Century, Nov., 1887).
See also Note LVII., 1, and LVIII, 1.
Id.... Progress is indeed being made, surely, yet slowly, for Mrs.
Fawcett has still necessity to reiterate, four years afterwards:—
“Make her a doctor, put her through the mental discipline and the
physical toil of the profession; charge her, as doctors are so often
charged, with the health of mind and body of scores of patients, she
remains womanly to her finger tips, and a good doctor in proportion
as the truly womanly qualities in her are strongly developed. Poor
women are very quick to find this out as patients. Not only from the
immediate neighbourhood of the New Hospital for Women, where all
the staff are women doctors, but also from the far East of London do
they come, because ‘the ladies,’ as they call them, are ladies, and
show their poor patients womanly sympathy, gentleness, and
patience, womanly insight and thoughtfulness in little things, and
consideration for their home troubles and necessities. It is not too
much to say that a woman can never hope to be a good doctor unless
she is truly and really a womanly woman. And much the same thing
may be said with regard to fields of activity not yet open to
women.”—Mrs. Fawcett (Fortnightly Review, Nov., 1891).
Id.—“... saviour of her sex.”
Bebel says:—“Women doctors would be the greatest blessing to
their own sex. The fact that women must place themselves in the
hands of men in cases of illness or of the physical disturbances
connected with their sexual functions frequently prevents their
seeking medical help in time. This gives rise to numerous evils, not
only for women, but also for men. Every doctor complains of this
reserve on the part of women, which sometimes becomes almost
criminal, and of their dislike to speak freely of their ailments, even
after they have made up their minds to consult a doctor. This is
perfectly natural, the only irrational thing about it is the refusal of
men, and especially of doctors, to recognise how legitimate the study
of medicine is for women.” (“Woman,” Walther’s translation, p. 131.)
Id.... “As I am alluding to my own experience in this matter, I may
perhaps be allowed to say how often in the same place I have been
struck with the contingent advantages attendant on the medical care
by women of women; how often I have seen cases connected with
stories of shame or sorrow to which a woman’s hand could far more
fittingly minister, and where sisterly help and counsel could give far
more appropriate succour than could be expected from the average
young medical man, however good his intentions. Perhaps we shall
find the solution of some of our saddest social problems, when
educated and pure-minded women are brought more constantly in
contact with their sinning and suffering sisters, in other relations as
well as those of missionary effort.”—Dr. Sophia Jex-Blake (Essay:
“Medicine as a Profession for Women”).
XXX.
1.—“With purer phase ...”
A noted specialist in this matter, Dr. Tilt, “basing his conclusions

on his own unpublished observations, and on those already made
public by M. Brierre de Boismont and Dr. Rawn,” has declared what
is indeed a generally accepted proposition, that “luxurious living and
habits render menstruation precarious, while this function is
retarded by out-door labour and less sophisticated habits.”
(“Proceedings of British Association,” 1850, p. 135; “On the Causes
which Advance or Retard the Appearance of First Menstruation in
Women,” by E. J. Tilt, M.D., &c., &c.)
4.—“... weakness ...”
It is to be carefully kept in mind that this “weakness” (Scriptural,

“sickness,” Lev. xx., 18) is strictly a pathological incident; while
maternity is truly a physiological one; the male false physicists seem
in their mental and clinical attitude to have aimed to precisely
reverse this definition. (See also Note XXIII., 8, and XXVI., 6.)
5, 6.—To the fact related in these two lines there is testimony in
nearly every book connected with the subject; and doubtless
numerous instances never come to light, owing to the very natural
reticence pointed out in Note XXIX., 8. The improved condition
reported by Mrs. Fawcett (Note XXIX., 6) is hence more readily
verified by women practitioners; and the writer has had detailed
personal experiences of perfect health and maternity being co-
existent with little or no appearance of the menses in the case of
women whose names, if published, would be indubitable guarantee
for their accuracy and veracity.
7.—“Not to neglectful man to greatly care ...”

The Report of the British Association for 1850, in summarising the
paper above referred to (Note 1), says of Dr. Tilt that, “in discussing
what he calls the intrinsic causes which have been supposed to
influence menstruation, his observations are rather of a suggestive
character, for he considers such causes highly problematical and
requiring further investigation.” Dr. Tilt rightly emphasises the
question as “a matter equally interesting to the physician, the
philosopher, and the statesman; and it behoves them to know that
this epoch (of menstruation) varies under the influence of causes
which for the most part have been insufficiently studied.” But the
negligence or carelessness reprobated in the verse has again
supervened.
Buckle says, concerning this same paper of Dr. Tilt’s: “We take
shame to ourselves for not having sooner noticed this very
interesting and in some respects very important work; the author
unknown,” (?) “and yet the book has gone through two editions,
though written on a subject ignorantly supposed to be going on well.
That women can be satisfied with their state shows their
deterioration. That they can be satisfied with knowing nothing, &c.”
(sic.) (“Miscellaneous and Posthumous Works,” Vol. I., p. 381.)
The whole passage seems somewhat incoherent, and is unfinished
as above, as if left by Mr. Buckle for further consideration. The last
two remarks as to women are certainly not written with his usual
justice; when we remember how assiduously men have striven to
prevent woman’s pursuit of physiological knowledge, especially as
applied to her own person, it is manifest that the blame for woman’s
ignorance, or her presumed “satisfaction” therewith, is more fittingly
to be reproached to man than to her.
XXXI.
1.—“Her intellect alert ...”
“Intellectus prelucit voluntati.”—“Intellect carries the light before

the will.”—Cardinal Manning (Review of Reviews, Vol. V., p. 135).
5, 6.—“... body still is supple unto mind,

By dint of soul is fleshly form inclined.”
Reflecting Plato’s teaching, our second worthy Elizabethan poet

has said:—
“Every spirit as it is most pure,
And hath in it the more of heavenly light,
So it the fairer body doth procure
To habit in.
For of the Soul the Body form doth take:
For Soul is form, and doth the Body make.”
And in our own day, Charles Kingsley says, in serious sportiveness:

“The one true doctrine of this wonderful fairy tale is, that your soul
makes your body, just as a snail makes its shell.” And again: “You
must know and believe that people’s souls make their bodies just as a
snail makes its shell.... I am not joking, my little man; I am in
serious, solemn earnest.”—(“The Water Babies,” Chaps. III. and IV.)
And Elizabeth Barrett Browning (“Aurora Leigh,” Book III.)—
“... the soul
Which grows within a child makes the child grow.”
The physiologists and psychologists, as is not unusual, tardily

follow in the wake of the poets. At the International Congress of
Experimental Psychology, London, 1892, “Professor Delbœuf said
that at all times the mind of man had been capable of influencing the
body, but it was only in recent times that this action had been
scientifically put in evidence.”—(Times, August 3rd, 1892.)
And Dr. Albert Moll, of Berlin, had written the year previously,
that—“When the practical importance of mental influences becomes
more generally recognised, physicians will be obliged to acknowledge
that psychology is as important as physiology. Psychology and
psychical therapeutics will be the basis of a rational treatment of
neuroses. The other methods must group themselves around this; it
will be the centre, and no longer a sort of Cinderella of science, which
now admits only the influence of the body on the mind, and not that
of the mind on the body.”—(“Hypnotism,” p. 328.) See also Note
XXVIII., 5.
XXXII.
2.—“... woo the absent curse.”
Even Raciborski condemns this common error of treatment:—“...

quand les jeunes filles de cette catégorie paraissent souffrantes, quel
que soit le caractère des souffrances, on est disposé à les attribuer au
défaut du flux menstruel, on le regrette, on l’invoque, et l’on tente
tout pour le provoquer. Ces idées sont aujourd’hui encore très
profondément enracinées dans le public, et sont souvent la cause des
entraves au traitement rationnel proposé par les médecins.”—(Traité,
&c., ed. 1868, p. 377.)
And Mrs. E. B. Duffey very sensibly says:—
“Nature ... is very easily perverted: and the girl who begins by
imagining she is ill or ought to be at such times will end by being
really so.” (“No Sex in Education,” Philadelphia, 1874, p. 79.)
3.—“... counter-effort ...”
“Forel and many others mention that there are certain popular
methods of slightly retarding menstruation. In one town many of the
young women tie something round their little finger if they wish to
delay menstruation for a few days in order to go to a ball, &c. The
method is generally effectual, but when faith ceases, the effect also
ceases.”—Dr. Albert Moll (“Hypnotism,” p. 226).
Before quitting this special subject it may be well to remark that
little more than the fringe is here indicated of an enormous mass of
evidence which affords more than presumptive confirmation and
support for the position here taken in the whole question of this
“abnormal habit.”
4.—“... custom ...”—See Note XXIV., 6.

XXXIII.
2.—“... newer vigour to the brain.”
“It is well-known that every organ of the body and, therefore, also
the brain, requires for its full development and, consequently, for the
development of its complete capability of performance, exercise and
persistent effort. That this is and has been the case for thousands of
years in a far less degree in woman than in man, in consequence of
her defective training and education, will be denied by no one.” So
says the learned biologist Büchner.—(“Man,” Dallas’s translation, p.
206.)
And Bebel also declares:—“The brain must be regularly used and
correspondingly nourished, like any other organ, if its faculties are to
be fully developed.”—(“Woman,” Walther’s translation, p. 124.)
Dr. Emanuel Bonavia, in the course of an able reply to a somewhat
shallow recent disquisition by Sir James Crichton Browne, says:—
“From various sources we have learnt that the brain tissue, like
every other tissue, will grow by exercise, and diminish, or degenerate
and atrophy by disuse. Keep your right arm tied up in a sling for a
month, and you will then be convinced how much it has lost by
disuse. Then anatomists might perhaps be able to say—Lo! and
behold! the muscles of your right arm have a less specific gravity
than those of your left arm; that the nerves and blood-vessels going
to those muscles are smaller, and that, therefore, the right arm
cannot be the equal of the left, and must have a different function!
“Any medical student knows that if you tie the main trunk of an
artery, a branch of it will in due course acquire the calibre of the
main trunk. If, for some reason, it cannot do so, the tissues, which
the main trunk originally supplied, must suffer, and be weakened,
from want of a sufficient supply of blood.... Man, and especially
British man, has evolved into what he is by endless trouble and
struggle through past ages. He has had to develop his present brain
from very small beginnings. It would, therefore, now be the height of
folly to allow the thinking lobes of the mothers of the race to revert,
intellectually, by disuse step by step again to that of the lower
animals, from which we all come. That of course many may not
believe, but it may be asked, how can he or she believe these things
with such weakened lobes, as he or she may have inherited from his
or her mother? How indeed! If there is anything in nature that is
true, it is this—That if you don’t use your limbs they will atrophy; if
you don’t use your eyes they will atrophy; if you don’t use your brain
it will atrophy. They all follow the same inexorable law. Use increases
and sharpens; disuse decreases and dulls. Diminished size of the
frontal lobes and of the arteries that feed them mean nothing if they
do not mean that woman’s main thinking organ, that of the intellect,
is, as Sir James would hint, degenerating by disuse and neglect.”—
(“Woman’s Frontal Lobes,” Provincial Medical Journal, July, 1892.)
These facts suggest strongly that the waste at present induced in
the female body by the menstrual habit might well be absorbed in
increase of brain power; and indeed, that this evolved habit has
hitherto persistently sequestrated and carried off from woman’s
organism the blood force that should have gone to form brain power.
This explanation would dispose of the awkwardly imagined
“plethora” theory, as well as one or two others, of sundry
gynæcologists.
And the converse—that the increased appropriation of the blood in
forming brain power induces a state of bodily well-being, free from
the present waste and weariness,—would certainly seem to be borne
out by such evidence as that of the Hon. John W. Mitchell, the
president of the Southern California College of Law, who said in a
recent lecture:—
“Not only in this, but in other countries, there are successful
women practitioners (of Law), and in France, where the preparatory
course is most arduous, and the term of study longest, a woman
recently took the highest rank over 500 men in her graduating
examinations, and during the whole six years of class study she only
lost one day from her work.” (See Note LVII., 1.)
A few words may here be said as to the dubitable question of the
relative size of the brain in man and woman, though the matter may
not be of great import, from more than one reason. For, as Bebel
observes: “Altogether the investigations on the subject are too recent
and too few in number to allow of any definite conclusions” (p. 123).
A. Dumas fils says (“Les Femmes qui Tuent,” p. 196)—“Les
philosophes vous démontreront que, si la force musculaire de
l’homme est plus grande que celle de la femme, la force nerveuse de
la femme est plus grande que celle de l’homme; que, si l’intelligence
tient, comme on l’affirme aujourd’hui, au développement et au poids
de la matière cérébrale, l’intelligence de la femme pourrait être
déclarée supérieure à celle de l’homme, le plus grand cerveau et le
plus lourd comme poids, étant un cerveau de femme lequel pesait
2,200 grammes, c’est a dire 400 grammes de plus que celui de
Cuvier. On ne dit pas, il est vrai, que cette femme ait écrit
l’équivalent du livre de Cuvier sur les fossiles.”
To which last remark may be replied, again in the words of Bebel,
—“Darwin is perfectly right in saying that a list of the most
distinguished women in poetry, painting, sculpture, music, science,
and philosophy, will bear no comparison with a similar list of the
most distinguished men. But surely this need not surprise us. It
would be surprising if it were not so. Dr. Dodel-Port (in “Die neuere
Schöpfungsgeschichte”) answers to the point, when he maintains
that the relative achievements would be very different after men and
women had received the same education and the same training in art
and science during a certain number of generations.”—(“Woman,” p.
125.)
“It is of small value to say—yes, but look how many men excel and
how few women do so. True, but see how much repression men have
exercised to prevent women from even equalling them, and how
much shallowness of mind they have encouraged. All manner of
obstructions, coupled with ridicule, have been put in their way, and
until women succeed in emancipating themselves, most men will
probably continue to do so, simply because they have the power to do
it. When women become emancipated, that is, are placed on social
equality with men, this senseless, mischievous opposition will die a
natural death.”—E. Bonavia, M.D. (“Woman’s Frontal Lobes”).
To revert to the question of brain weight, one of the first of English
specialists says:—
“Data might, therefore, be considered to show, in the strongest
manner, how comparatively unimportant is mere bulk or weight of
brain in reference to the degree of intelligence of its owner, when
considered as it often is, apart from the much more important
question of the relative amount of its grey matter, as well as of the
amount and perfection of the minute internal development of the
organ either actual or possible.”—Dr. H. C. Bastian (“The Brain as an
Organ of Mind,” p. 375.)
The American physiologist Helen H. Gardener states:—“The
differences (in brain) between individuals of the same sex—in adults
at least, are known to be much more marked than any that are
known to exist between the sexes. Take the brains of the two poets
Byron and Dante. Byron’s weighed 1,807 grammes, while Dante’s
weighed only 1,320 grammes, a difference of 487 grammes. Or take
two statesmen, Cromwell and Gambetta. Cromwell’s brain weighed
2,210 grammes, which, by the way, is the greatest healthy brain on
record; although Cuvier’s is usually quoted as the largest, a part of
the weight of his was due to disease, and if a diseased or abnormal
brain is to be taken as the standard, then the greatest on record is
that of a negro criminal idiot; while Gambetta’s was only 1,241
grammes, a difference of 969 grammes. Surely it will not be held
because of this that Gambetta and Dante should have been denied
the educational and other advantages which were the natural right of
Byron and Cromwell. Yet it is upon this very ground, by this very
system of reasoning, that it is proposed to deny women equal
advantages and opportunities, although the difference in brain
weight between man and woman is said to be only 100 grammes, and
even this does not allow for difference in body weight, and is based
upon a system of averages, which is neither complete nor
accurate.”—(Report of the International Council of Women,
Washington, 1888, p. 378.)
Concerning an assertion that “the specific gravity of both the white
and grey matter of the brain is greater in man than in woman,” Helen
H. Gardener says:—“Of this point this is what the leading brain
anatomist in America (Dr. E. C. Spitzka) wrote: ‘The only article
recognised by the profession as important and of recent date, which
takes this theory as a working basis, is by Morselli, and he is
compelled to make the sinister admission, while asserting that the
specific gravity is less in the female, that with old age and with
insanity the specific gravity increases.’ If this is the case I do not
know that women need sigh over their shortcoming in the item of
specific gravity. There appear to be two very simple methods open to
them by which they may emulate their brothers in the matter of
specific gravity, if they so desire. One of these is certain, if they live
long enough; and the other—well, there is no protective tariff on
insanity.”—(Loc. cit., p. 379.)
Helen Gardener further appositely observes:—“The brain of no
remarkable woman has ever been examined. Woman is ticketed to fit
the hospital subjects and tramps, the unfortunates whose brains fall
into the hands of the profession as it were by mere accident, while
man is represented by the brains of the Cromwells, Cuviers, Byrons,
and Spurzheims. By this method the average of men’s brains is
carried to its highest level in the matter of weight and texture; while
that of women is kept at its lowest, and even then there is only
claimed 100 grammes’ difference!”—(Loc. cit., p. 380.)
And she concludes her exhaustive paper with the closing
paragraph of a letter to herself from Dr. E. C. Spitzka, the celebrated
New York brain specialist:—“You may hold me responsible for the
following declaration: That any statement to the effect that an
observer can tell by looking at a brain, or examining it
microscopically, whether it belonged to a female or a male subject, is
not founded on carefully-observed facts.... No such difference has
ever been demonstrated, nor do I think it will be by more elaborate
methods than we now possess. Numerous female brains exceed
numerous male brains in absolute weight, in complexity of
convolutions, and in what brain anatomists would call the nobler
proportions. So that he who takes these as his criteria of the male
brain may be grievously mistaken in attempting to assert the sex of a
brain dogmatically. If I had one hundred female brains and one
hundred male brains together, I should select the one hundred
containing the largest and best-developed brains as probably
containing fewer female brains than the remaining one hundred.
More than this no cautious experienced brain anatomist would
venture to declare.”—(Loc. cit., p. 381.)
Charles Darwin has clearly summarised this question of
comparison of brain:—“No one, I presume, doubts that the large size
of the brain in man, relatively to his body, in comparison with that of
the gorilla or orang, is closely connected with his higher mental
powers.... On the other hand, no one supposes that the intellect of
any two animals or of any two men can be accurately gauged by the
cubic contents of their skulls. It is certain that there may be
extraordinary mental activity with an extremely small absolute mass
of nervous matter; thus the wonderfully diversified instincts, mental
powers, and affections of ants are generally known, yet their cerebral
ganglia are not so large as the quarter of a small pin’s head. Under
this latter point of view the brain of an ant is one of the most
marvellous atoms of matter in the world, perhaps more marvellous
than the brain of man.”—(“The Descent of Man,” Chap. IV.)
3.—“Wide shall she roam ...”
John Ruskin says, of training a girl:—“Let her loose in the library, I

say, as you do a fawn in a field. It knows the bad weeds twenty times
better than you, and the good ones too; and will eat some bitter and
prickly ones, good for it, which you had not the slightest thought
were good.”—(“Sesame and Lilies,” p. 167.)
6.—“... murmurings ...”
“Man thinks that his wife belongs to him like his domesticated
animals, and he keeps her therefore in slavery. There are few,
however, who wear their shackles without feeling their weight, and
not a few who resent it. Madame Roland says: ‘Quand vous parlez en
maître, vous faites penser aussitôt qu’on peut vous résister, et faire
plus peut être, tel fort que vous soyez. L’invulnerable Achille ne
l’était pas partout.’”—Alexander Walker, M.D. (“Woman as to Mind,
&c.,” p. 353).
“Why do women not discover, when ‘in the noon of beauty’s
power,’ that they are treated like queens only to be deluded by hollow
respect, till they are led to resign, or not assume, their natural
prerogatives? Confined then in cages like the feathered race, they
have nothing to do but to plume themselves and stalk with mock
majesty from perch to perch. It is true they are provided with food
and raiment, for which they neither toil nor spin, but health liberty,
and virtue are given in exchange.”—Mary Wollstonecraft
(“Vindication of the Rights of Woman,” Chap. IV.). See also Note
XL., 5.
“What have they (men) hitherto offered us in marriage, with a
great show of generosity and a flourish of trumpets, but the dregs of
a life, and the leavings of a dozen other women? Experience has at
last taught us what to expect and how to meet them.”—Lady Violet
Greville (National Review, May, 1892).
See also Note XX., 2.
8.—“Lest that her soul should rise ...”
“Laboulaye distinctly advises his readers to keep women in a state

of moderate ignorance, for ‘notre empire est détruit, si l’homme est
reconnu’ (Our empire is at an end when man is found out).”—(Note
to Bebel, Walther’s translation, p. 73.)
Id.—“... break his timeworn yoke.”
As already shown, the subjugation of woman has not been an
incident of Western “civilisation” alone. Mrs. Eliza W. Farnham
relates that “When a Chinese Mandarin in California was told that
the women of America were nearly all taught to read and write, and
that a majority of them were able to keep books for their husbands, if
they chose to do so, he shook his head thoughtfully, and, with a
foreboding sigh, replied, ‘If he readee, writee, by’n-by he lickee all
the men.’ Was that a barbarian sentiment, or rather, perhaps, a
presentiment of the higher sovereignty coming?”—(“Woman and Her
Era,” Vol. II., p. 41.)
XXXIV.
5.—“... his servitude ...”
“Villeins were not protected by Magna Charta. “Nullus liber homo

capiatur vel imprisonetur,” &c., was cautiously expressed to exclude
the poor villein, for, as Lord Coke tells us, the lord may beat his
villein, and, if it be without cause, he cannot have any remedy. What
a degraded condition for a being endued with reason!”—Edward
Christian (“Note to Blackstone’s Commentaries,” Book II., Chap. VI.)
Mr. Christian’s exclamation of concern is doubtless meant to apply
to the serf, yet was not the lord’s position equally despicable?
6.—“... in turn was master to a slave.”
This was, in fact, simply extending the spirit of the feudal system
(with its serfdom as just pictured), a little further. Buckle exemplifies
in ancient French society the servility descending from one grade to
another in man:—“By virtue of which each class exercising great
power over the one below it, the subordination and subserviency of
the whole were completely maintained.... This, indeed, is but part of
the old scheme to create distinctions for which Nature has given no
warrant, to substitute a superiority which is conventional for that
which is real, and thus try to raise little minds above the level of great
ones. The utter failure, and, as society advances, the eventual
cessation of all such attempts is certain.” But, meanwhile, evil
accompaniments are apparent, as Buckle further instances by saying:
“Le Vassor, who wrote late in the reign of Louis XIV., bitterly says:
‘Les Français accoutumés à l’esclavage, ne sentent plus la pesanteur
de leurs chaînes.’”—(“History of Civilisation in England,” Vol. II,
Chaps III., IV.)
That the foregoing habits or foibles are human rather than simply
masculine, or that the imitation of them very naturally spreads to the
other sex, would seem to be shown by such evidence as Letourneau
gives:—
“In primitive countries the married woman—that is to say, the
woman belonging to a man—has herself the conscience of being a
thing, a property (it is proved to her often and severely enough), but
she does not think of retaliating, especially in what concerns the
conjugal relations. Moreover, as her condition is oftenest that of a
slave overburdened with work, not only does she not resent the
introduction of other women in the house of the master, but she
desires it, for the work will be so much the less for herself. Thus
among the Zulus the wife first purchased strives and works with
ardour in the hope of furnishing her husband with means to acquire
a second wife, a companion in misery over whom, by right of
seniority, she will have the upper hand.”—(“The Evolution of
Marriage,” Chap. VIII.)
Yet, in point of fact, this is not woman seeking to establish her own
dominion, but rather to secure somewhat more of freedom for
herself. As Alexandre Dumas fils tells us, concerning the Mormon
women:—
“Non seulement elles donnent leur consentement à leurs maris,
quand ils le leur demandent pour un nouveau mariage, mais elles
sont quelquefois les premières à leur proposer une nouvelle femme
qui a, disent-elles, des qualités nécessaires à la communauté, en
réalité pour augmenter un peu la possession d’elles-mêmes, c’est-à-
dire leur liberté.”—(“Les Femmes qui Tuent,” &c., p. 169.)
8.—“... vassalage to man.”
The Laureate Rowe makes his heroine bitterly but with reason
exclaim:—
“How hard is the condition of our sex,
Through every state of life the slaves of man!
In all the dear delightful days of youth,
A rigid father dictates to our wills,
And deals out pleasure with a scanty hand:
To his, the tyrant husband’s reign succeeds;
Proud with opinions of superior reason,
He holds domestic business and devotion
All we are capable to know, and shuts us,
Like cloistered idiots, from the world’s acquaintance
And all the joys of freedom. Wherefore are we
Born with high souls, but to assert ourselves,
Shake off this vile obedience they exact,
And claim an equal empire o’er the world?”
—(“The Fair Penitent,” Act III. sc. i.)
Letourneau shows the state of feminine tutelage carried still

further: “We shall find that in many civilisations relatively advanced,
widowhood even does not gratify the woman with a liberty of which
she is never thought worthy.” And later on he quotes from the code
of Manu, Book V.:—“A little girl, a young woman, and an old woman
ought never to do anything of their own will, even in their own
house.... During her childhood a woman depends on her father;
during her youth on her husband; her husband being dead, on her
sons; if she has no sons, on the near relatives of her husband; or in
default of them, on those of her father; if she has no paternal
relatives, on the Sovereign. A woman ought never to have her own
way.”—(“The Evolution of Marriage,” Chaps. VII., XII.)
Can a man be esteemed a human or even a rational being, who
would accept or tolerate such terms for the life of his sister woman—
the mother of the generations to come?
See also Note XVII., 8.
XXXV.
1, 2.—“... fearing that the slave herself might guess

The knavery of her forced enchainedness.”
“Here I believe is the clue to the feeling of those men who have a
real antipathy to the equal freedom of women. I believe they are
afraid, not lest women should be unwilling to marry ... but lest they
should insist that marriage should be on equal conditions; but all
women of spirit and capacity should prefer doing almost anything
else, not in their own eyes degrading, rather than marry, when
marrying is giving themselves a master, and a master too of all their
earthly possessions. And truly, if this consequence were necessarily
incident to marriage, I think that the apprehension would be very
well founded.”—J S. Mill (“The Subjection of Women,” p. 51).
See also Note XL., 4.
5.—“... dogmas ...”
These dogmas which, under the guise of religion, were imposed on

the acceptance of womanhood, may be aptly summarised and
epitomised in the following lines from one of the hierarchs of the
system:—
“To whom thus Eve, with perfect beauty adorn’d:
‘My author and disposer, what thou bidd’st
Unargued I obey: so God ordains;
God is thy law, thou mine; to know no more
Is woman’s happiest knowledge, and her praise.’”
—(“Paradise Lost,” Book IV., 634.)
Concerning which words of Milton well may Mary Wollstonecraft

observe, with a quiet sarcasm:—“If it be allowed that women were
destined by Providence to acquire human virtues, and, by the
exercise of their understandings, that stability of character which is
the firmest ground to rest our future hopes upon, they must be

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