(Download PDF) MKTG3 Asia-Pacific 3rd Edition Lamb Test Bank Full Chapter

MKTG3 Asia-Pacific 3rd Edition Lamb
Test Bank
Go to download the full and correct content document:
https://testbankfan.com/product/mktg3-asia-pacific-3rd-edition-lamb-test-bank/
More products digital (pdf, epub, mobi) instant
download maybe you interests ...
MKTG3 Asia-Pacific 3rd Edition Lamb Solutions Manual
https://testbankfan.com/product/mktg3-asia-pacific-3rd-edition-
lamb-solutions-manual/
MGMT Asia Pacific 3rd Edition Williams Test Bank
https://testbankfan.com/product/mgmt-asia-pacific-3rd-edition-
williams-test-bank/
International Marketing Asia Pacific 3rd Edition

Czinkota Test Bank
https://testbankfan.com/product/international-marketing-asia-
pacific-3rd-edition-czinkota-test-bank/
MGMT Asia Pacific 3rd Edition Williams Solutions Manual
https://testbankfan.com/product/mgmt-asia-pacific-3rd-edition-
williams-solutions-manual/
International Marketing Asia Pacific 3rd Edition
Czinkota Solutions Manual
https://testbankfan.com/product/international-marketing-asia-
pacific-3rd-edition-czinkota-solutions-manual/
Management Asia Pacific 6th Edition Schermerhorn Test

Bank
https://testbankfan.com/product/management-asia-pacific-6th-
edition-schermerhorn-test-bank/
Management Asia-Pacific 6th Edition Samson Test Bank
edition-samson-test-bank/
MKTG2 Asia Pacific 2nd Edition McDaniel Test Bank
https://testbankfan.com/product/mktg2-asia-pacific-2nd-edition-
mcdaniel-test-bank/
Management Asia Pacific 5th Edition Samson Test Bank
edition-samson-test-bank/
CHAPTER 6 – Segmenting and targeting markets
TRUE/FALSE
1. Horse Supplies Pty Ltd has developed a new range of horse feeds. The company has
identified pet ponies and horses, as well as sport horses, as creatures that would eat the
food. The owners of these animals make up the target market for the new Horse Supplies
range.
ANS: T PTS: 1 DIF: Easy
TOP 1: Understand markets and the importance of market segmentation.
2. Elsa has examined potential customers for her cooking school, and is now in the process
of dividing up the market in groups of buyers who have relatively similar product needs.
Elsa is engaged in the process of targeting.
ANS: F PTS: 1 DIF: Easy
TOP 2: Overview the steps involved in segmenting a market.
3. Once a market segment has been established, marketers can work with these segments
indefinitely to develop optimal marketing mixes for each segment.
4. To be valuable, a segmentation scheme must produce segments that meet specific

criteria. One requirement is how consumers respond to certain product characteristics.
For example, if all customers are equally price-sensitive towards a product, there is no
need to offer high-, medium- and low-priced versions of that product to different
segments.
TOP 4: Discuss the criteria for successful market segmentation and segment profiling.
5. A key tension in market segmentation resides between (a) developing segments that have
sufficient sales potential (for which a broader segment definition would be useful); and
(b) to be able to meet or exceed customer needs appropriately (for which a narrower
segment definition would be useful).
ANS: T PTS: 1 DIF: Moderate
6. Segmentation variables include demographic, psychographic, geographic and product

usage-rate characteristics of individuals.
TOP 3: Describe the bases commonly used to segment consumer markets.
7. Nana’s Pies has traditionally segmented the market regionally. For instance, in South
Australia, pies to be served as ‘floaters’ are prepared differently from the footie pies sold
in Victoria and the chunky beefs pies sold in Hobart. This is an example of using
demographic segmentation variables.
8. Quality Toys is a retailer of well-made but expensive children’s educational toys. Its
target market is grandparents. Quality Toys uses demographic segmentation variables.
9. Bella Italia Takeaway bakes and sells gourmet breads and pasta dishes targeting young,
white-collar, university-educated, professional, high-income market segments. Bella
Italia Takeaway uses demographic segmentation variables.
10. Levi Strauss produces Dockers clothing designed for the baby boomer generation. Levi is
using age as a segmentation variable for Dockers.
11. When Victoria Bitter beer advertises its product with the slogan ‘A big, big thirst needs a
big, cold beer’, VB marketers are attempting to market using psychographic
segmentation.
ANS: F PTS: 1 DIF: Moderate
12. Amber Fluid Pale Ale, a low-alcohol beer, will be sponsoring the ‘by the light of day’
tour of Queensland by an emerging Australian female blues rock band. Amber Fluid is
using geodemographic variables for segmentation.
13. The segmentation tool of VALS 2 (values, attitudes and lifestyles) provides a useful
psychographic segmentation tool.
14. The Roy Morgan Values Segments (TM) system categorises potential customers into
nine psychographic segments, including performers, defenders and accomplishers.
ANS: F (Exhibit 5.5) PTS: 1 DIF: Difficult
15. Uncle Toby’s fruit snack bars target those who prefer a healthy and tasty snack. Uncle
Toby’s is using benefit segmentation.
16. Mega Save Stores, which operates a number of Piggly Wiggly grocery stores, learned
that 25 per cent of its shopping base is responsible for a substantial majority of its dollar
business. This is the general idea posited by the 80/20 principle.
17. Colgate Toothpaste targets individuals who buy lots of toothpaste (i.e. heavy users).
Some of these users are mainly interested in having white teeth, while others are more
concerned with fresh breath. Colgate doesn’t approach these two groups differently, but
addresses both types of people as heavy users. This is an example of usage-rate
segmentation.
18. Examples of demographic segmentation include when business marketers segment their
markets by income, occupation and educational variables.
19. The process of dividing business markets into segments based on generic characteristics,
such as geographic location, customer type, customer size and product use, is termed
macro-segmentation.
20. Monica’s Mills produces flour for consumer markets. Monica has commented that the
company does not single out any particular subgroup within the population, but instead
engages in mass marketing. Marketers today would call this strategy an undifferentiated
targeting strategy.
TOP 5: Explain strategies for selecting target markets.
21. Mizaka bikes manufactures three-wheeler scooters for young children, strong robust
scooters for young adults and extremely light scooters for competitive scooter users.
Mizaka bikes engages in multi-segment targeting.
22. Positioning refers to influencing customers’ perceptions of a product or service and
developing an appropriate marketing mix based on this perception, whether that
perception is factual or perceived.
TOP 6: Explain the roles of positioning strategies and product differentiation.
23. The place a product occupies in the consumers’ mind can be conceived of relative to the
competitors’ product.
24. Perceptual mapping represents a technique of displaying or graphing, in two or more

dimensions, the location of products, brands or groups of products relative to one another
in customers’ minds.
25. Changing consumers’ perceptions of a brand in relation to competing brands is called

repositioning.
26. A positioning strategy that many organisations use to distinguish their products from
those of competitors is referred to as a differentiation strategy.
27. Tariffs for imported cars have dropped from 20 per cent to 10 per cent. In order to exploit
this situation, a car company has now positioned its cars as a premium product at an
affordable price. This is an example of positioning strategy.
28. The first step in the market-segmentation process is to select (a) market or product
category for study.
29. Benefit segmentation groups potential customers based on their needs or wants, rather
than age, gender, education or geographic region.
30. Customer type is a form of micro-segmentation in business markets.

ANS: F PTS: 1 DIF: Difficult
TOP 7: Understand and outline issues in segmenting business and one-to-one marketing
31. The purchasing strategies of buying organisations can serve to shape micro-segments.
32. An optimiser describes a business buyer who considers numerous suppliers before
making a purchase decision.
33. Focusing resources to reach one or a small number of target markets is a characteristic of
concentrated marketing.
MULTIPLE CHOICE
1. A _____ is a group of people or organisations that has wants and needs that can be
satisfied by particular product categories, has the ability to purchase these products, and
is willing to exchange resources for the products.
A company
B purchase community
C market
D consumer
E target
ANS: C PTS: 1 DIF: Easy
2. You and your unemployed friends go past a car yard. In the yard you see the latest
Holden Monaro V8 sports car. The price of this car ranges from $60 000 to $75 000
depending on the options you purchase with the car. You and your friends all want this
new car, but none of you has the means to buy one. Is this group of consumers a potential
market for the Monaro car?
A Yes, they are a potential market since they are all about the same age.
B No, they do not have the ability to purchase at this time.
C No, to qualify as a market, they must need the product.
D Yes, they are a market because this product could satisfy their consumer wants and
desires.
E Yes, they are a market because this group shares relatively similar product needs and
purchasing characteristics.
ANS: B PTS: 1 DIF: Difficult
3. A market is people or organisations that have:
A the ability, willingness and power to buy.

B a medium of exchange and products they desire.
C needs and wants, as well as the ability and willingness to buy a particular product.
D unmet needs or wants and products or services that satisfy those unmet needs or
wants.
E communication, financial and capital resources.
4. You and your colleagues just starting your degrees share the characteristics of being
students and being on a low income. After talking with your friends, you find you have
the same needs. A group of individuals or organisations sharing one or more
characteristics that cause them to have relatively similar product needs is called (a)
________________.
A homogenous buyers
B market segment
C retail segment
D segmentation base
E target
ANS: B PTS: 1 DIF: Easy
5. The process of dividing a market into meaningful groups that are relatively similar in key
ways, such that they exhibit a demand for similar offerings, and which is identifiable, is
called ________________.
A perceptual mapping
B targeting
C micromarketing
D positioning
E market segmentation
ANS: E PTS: 1 DIF: Easy
6. Some hospitals are larger than others and some universities are private as opposed to
public. XYZ Pharmaceuticals Ltd has decided that its customers are not similar enough
to respond to a single marketing mix based upon this fact. The procedure of dividing a
market into similar groups with identifiable characteristics is called ________________.
A micro-marketing
B positioning
C market segmentation
D cannibalisation
E targeting
ANS: C PTS: 1 DIF: Moderate
7. The purpose of market segmentation is to:
A reduce the market to a specific size that the company has sufficient resources to
manage.
B divide the market into equal size and profit regions for sales territories.
C group a large number of markets together, enabling a company to serve them
simultaneously.
D develop a generalised definition of the market as a whole.
E group similar consumers and to serve their needs with a specialised marketing mix.
8. Shelley owns TukTuk Travel Agency and would like to improve customer satisfaction
and increase repeat business. You ask Shelley to describe a typical customer, and she
says it is hard to find one kind of customer. With corporate travel, family vacations,
retirement cruises, university breaks and honeymoons, it is hard to know how to serve all
these accounts. You suggest it is time for market segmentation because:
A it will enable Shelly to build an accurate description of the customer needs by group,
and design a marketing mix to fit each segment.
B Shelley needs to reduce the size of the market she serves.
C Shelley needs to learn how to group these markets together into one market to serve
them adequately.
D it will help develop a generalised definition of the market as a whole and the optimal
marketing mix for this market.
E this will position Shelley’s company in the minds of her consumers as compared to
the competition.
ANS: A PTS: 1 DIF: Difficult
9. Market segmentation can assist marketers to accomplish their defined objectives. All of
the following factors can assist in achieving these objectives EXCEPT:
A developing more-precise definitions of customer needs and wants.

B identifying which variable base should be used for segmenting.
C identifying when and how customer needs are changing.
D identifying where new opportunities are emerging.
E evaluating where and why demand is falling.
10. Market segmentation involves the breaking down of a heterogeneous market into
homogeneous, identifiable segments. When carried to its most extreme, one could say
that:
A this is the reason segmentation cannot be used by small firms.

B all individuals have the same needs in spite of cultural and individual differences.
C everyone belongs to the same segment.
D segmentation controls the demand for products.
E every individual in the world is a market segment (segments of one).
ANS: E PTS: 1 DIF: Moderate
11. You have different wants relative to your parents; therefore, market segmentation:
A has a scientific technique for selecting the segmentation basis.

B is rarely done by consumer products companies.
C only needs to be done once for each product.
D should be re-assessed on a regular basis, because people’s needs and wants change.
E is recommended every 10 years after new Census data are released.
ANS: D PTS: 1 DIF: Easy
12. Apple, the manufacturer of iPods, completed a thorough examination of its customers
two years ago. It grouped the customers into segments based on lifestyle, age, usage and
benefits sought. Would you recommend a new segmentation analysis this year?
A No, once every five years is about average.

B Yes, I would recommend one be done regularly because of the rapidly changing
nature of most markets.
C No, customer markets, unlike business markets, are not rapidly changing or
developing.
D Yes, a new analysis would be in order, but it should use different bases to get some
variety.
E Yes, and the same segmentation variables should be used.
ANS: B PTS: 1 DIF: Moderate
13. At least four trends will lead the continued growth of one-on-one marketing. Which of
the following is NOT one of these four trends?
A Cost of customer contact
B Time savings
C Technology
D Customisation
14. Which of the following is NOT one of the four criteria identified in the text for
successful market segmentation?
A Substantiality
B Identifiability and measurability
C Targetability
D Accessibility
E Responsiveness
ANS: C PTS: 1 DIF: Difficult
15. Macro-segmentation variables includes each of the following, EXCEPT

________________.
A geographic location
B customer type
C product use
D individual characteristics
E customer size
ANS: D PTS: 1 DIF: Difficult
16. A large European camera manufacturer segments the US camera market by use: family
and personal, hobbyists, professional and scientific. In order for this segmentation
scheme to be successful, all of the following criteria must be met, EXCEPT
________________.
A substantiality
B accessibility
C identifiability and measurability
D complexity
E responsiveness
17. Manly Treats Company has conducted marketing research on the market for prepare-at-
home snack food. The company has determined that there are thousands of homemakers
who prepare their own snack foods. These homemakers are generally women between 25
and 54 years of age. They tend to live in suburban neighbourhoods and most read
women’s magazines. If you were interpreting these results, you might suggest that Manly
Treats Ltd should:
A conduct additional research, because they have no idea about the measurability of the
segments.
B examine the research report again to see if they can determine segment accessibility.
C conduct a follow-up analysis to determine whether the segments chosen would
respond differently from other segments to their marketing strategy.
D not segment the market, because snack foods are really the domain of such
companies as Kraft and other larger food marketers.
E segment the market based on the information provided and concentrate their efforts
on suburban homemakers aged between 25 and 54 who read women’s magazines.
18. A market segment must be sufficiently large to warrant the development and
maintenance of a particular marketing mix. Serving the specific needs of this segment
must be commercially viable, even if the number of potential customers is small. This is
the criterion of ________________.
A causality
B identifiability and measurability
C responsiveness
D accessibility
E substantiality
19. The Great Outdoors Company, which manufactures tents, has submitted a report on
potential segments for expansion of its marketing efforts into watches. They noted that
due to an increase in consumers undertaking multiday treks in high-altitude areas, the
altitude watch segment could be classified as having substantiality in this new product
line. This means the company:
A has sufficient special stores, magazines and other outlets to make it possible to direct
advertisements at this group.
B is sufficiently large to permit a profitable market effort for its members.
C exhibits a response rate to marketing variables different from the rates of other
segments.
D is excessively large and needs to be reduced to a more easily identifiable and
measurable size.
E will find it challenging to develop a product to match this group of buyers.
20. United Rehabilitation Agency wants to identify segments by their readiness to participate
in a drug and alcohol program or in prenatal care. The agency will need to gauge whether
there are enough people to justify setting up the service. The FIRST segmentation
criterion problem that would greet this proposal is/are ________________.
A responsiveness
C accessibility
D substantiality
E responsibility
21. Luca Shoes has identified a market for its products in Central America. Despite the size
of this market, it has had a difficult time reaching this group with information about its
products, even though radio and television stations have provided advertisements free of
charge. This illustrates a problem with segmentation relating to ________________.
A substantiality
C responsiveness
D accessibility
E causality
22. Market researchers estimate that thousands of Australians have a high blood pressure and
do not know it because they do not take annual medical examinations. A pharmaceutical
company that has developed a medicine to reduce blood pressure should not count on this
group being a good target market because the group lacks ________________.
A both accessibility and responsiveness

B substantiality
C both accessibility and substantiality
D substantiality, identifiability and measurability
E reliability and responsiveness
ANS: A PTS: 1 DIF: Easy
23. Approximately bi-annually, some manufacturers introduce a fancy new shape or colour
for the boxes that house the hardware running PCs. These companies contend that beige
is boring and that people are ready for ‘something fun’. These manufacturers ignore the
fact that Australians like their technology in plain wrappers (think about how few
coloured appliances you see). These bright colours and odd shapes have failed because
the market segment at which they are targeted lacks ________________.
A substantiality
C responsiveness
D reliability
E accessibility
24. One of the requirements for a market segment is to be responsive, which means that:
A more than 50 per cent of the consumers in the identified segment will be actively
interested in the product.
B all the segments identified by a marketer should respond to the marketing mix.
C all the segments identified by a marketer should not respond to the marketing mix.
D the segments identified by a marketer should not differ in the level of their
responsiveness to the marketing mix.
E the segment identified by a marketer should differ in the level of its responsiveness to
the marketing mix, as compared with another segment confronted with the same mix.
25. If a market segment is particularly motivated to use discount coupons provided in

newspapers, which segmentation success criterion is in force?
A responsiveness
C substantiality
D accessibility
E causality
26. BUG (Bulk-Up Gym) has a new fitness program for people playing sports in the local
area. After placing fliers at offices in the CBD and surrounding areas, BUG’s classes
filled up within two weeks. Which segmentation success criterion is in force?
A Substantiality
B Identifiability
C Measurability
D Causality
E Responsiveness
27. A(n) _____ is a characteristic of individuals, groups or organisations that marketers use
to divide a total market into segments.
A 80/20 rule
B differentiation rule
C perceptual map
D segmentation base
E positioning base
28. D’Or Watches markets its product to its customers by offering three levels of products:
luxury, moderate and budget watches. The use of the income characteristic to divide
customers into these segments is called the ________________.
A perceptual map
B accessibility quotient
C 80/20 rule
D segmentation base
E differentiation rule
ANS: D; a segmentation base is the characteristic used to segment the market.
PTS: 1 DIF: Easy
29. Listerine Essential Care toothpaste is designed to prevent or reduce plaque and gingivitis.
Its ads state: ‘After age 35, 3 out of 4 adults have some form of gum disease’. The
toothpaste targets the market segment over the age of 35. This age variable that has been
used to distinguish the market for this toothpaste is an example of a(n)
________________.
A perceptual map
B usage-rate characteristic
C psychographic characteristic
D segmentation base
E differentiation rule
ANS: D; a segmentation base is the characteristic used to segment the market.
PTS: 1 DIF: Easy
30. AB Company has based its segmentation on the characteristics of gender and lifestyle.
These two segmentation variables are grouped under the broader classification(s) of
________________.
A demographics
B psychographics
C geographics
D demographics and psychographics
E demographics and product usage
ANS: D PTS: 1 DIF: Moderate
31. Which of the following is NOT a reason why marketers might select single-variable
segmentation instead of multiple-variable segmentation?
A Single-variable segmentation is simpler to explain and understand.

B Single-variable segmentation provides a more precise and realistic description of the
segment.
C Single-variable segmentation requires limited amounts of secondary data.
D The size of the segments will be larger with single-variable segmentation.
E With single-variable segmentation, it is easier to perform the segmentation itself.
32. A friend has moved into your town and would like to set up their own business.
Marketing research indicates there is much demand in the community for unique gifts.
Your friend has few resources to conduct intensive consumer research to locate a
precisely identified segment. Wishing to help your friend, as a marketing student, which
of the following strategies would you suggest they employ?
A Develop an undifferentiated strategy, because it is not a large community and she

could create a single marketing mix which would serve the entire community.
B Employ a macrosegmentation strategy, because the data needed for such a strategy is
both easy to get and fits her needs exactly.
C Use a single-variable segmentation strategy, because it offers an inexpensive
alternative that would not require much experience to employ.
D Use a multiple-variable segmentation strategy, because it is easier to use than single-
variable segmentation.
E Conduct a VALS investigation of her buying market.
33. Segmenting markets based on the region of the country or the world, market size, market
density (number of people on a certain unit of land) or climate is called
________________.
A location segmentation
B geographic segmentation
C geodemographic segmentation
D VALS segmentation
E micro-segmentation
34. Alpine ski dealerships are more prevalent in Victoria than in Queensland due to _____
segmentation.
A geographic
B economic
C demographic
D benefit
E geodemographic
35. As a manufacturer of blankets, you know that heavy, 100-per-cent-wool blankets sell
better in New Zealand and Tasmania, where winters are colder, while lighter-weight
blankets sell better in Western Australia and Queensland, where winters are mild and
people require fewer and lighter covers for the bed. Segmenting the market according to
climate is an example of _____ segmentation.
A psychographic
B lifestyle
C attitude
D demographic
E geographic
36. Which of the following statements is NOT a reason why consumer goods companies take
a regional, rather than a national, approach to marketing?
A Many companies need to find new ways to generate sales because of saturated and
intensely competitive markets.
B A regional approach gives marketing managers more control over the competitive
environment.
C Automated checkout stations with scanners enable retailers to assess accurately
which brands sell best in each region.
D Many packaged-goods manufacturers are introducing new regional brands intended
to appeal to local preferences.
E A more regional approach allows companies to react more quickly to competition.
37. Marketers use _____ to segment markets because this information is widely available,
and factors such as age or gender are often important determinants of consumer
purchasing and consumption behaviour.
A benefits
B market researchers
C demographic information
D usage rates
E economics
38. Income, ethnic background, gender and age are all examples of _____ segmentation
bases.
A geodemographic
B organisational
C demographic
D socioeconomic
E psychographic
39. L’Oréal has traditionally targeted women over 20 years of age. This is an example of
________________.
A demographic segmentation
B benefit segmentation
C psychographic segmentation
D usage-rate segmentation
E geodemographic segmentation
ANS: A PTS: 1 DIF: Moderate
40. Danny’s fast-food restaurant chain ran a series of commercials comparing processed
chicken nuggets with real strips of chicken breast. The ads said children might prefer
processed nuggets, but adults enjoyed the texture and flavour of real chicken. Which
segmentation variable is Danny’s using in this advertising campaign?
A Personality
B Gender
C Occupation
D Income
E Age
41. Having to pester their mother to take them to get their film processed inhibited kids from
taking pictures. With the advent of digital cameras, children can now print their own
pictures. Realising this fact, Jupiter Printing promoted its services to the younger age
group. This is an example of segmenting according to ________________.
A ethnicity
B income
C age
D gender
E occupation
42. Mental health professionals say there is evidence that some people’s self-image is greatly
influenced by the advertisements they see, including ads using young, super-thin models.
Consumer activist groups argue that these ads encourage women’s eating disorders, and
criticise marketers for using _____ as a segmentation variable.
A ethnicity and lifestyle

B income
C age and gender
D gender and occupation
E family life cycle
43. The demographic factors of gender, age and income often do not sufficiently explain why
consumer buying behaviour varies. Frequently, differences in consumption patterns
among people of the same age and gender result from their being in different stages of
________________.
A enculturation
B segmentation
C the family life cycle
D geo-demographics
E micro-marketing
44. Fred Construction Company Pty Ltd is interested in finding out how many consumers in
its town are within a certain age range, are married, and have between one and three
small children. This kind of demographic study involves ________________.
A macro-markets
B psychographics
C VALS
D geo-demographics
E the family life cycle
ANS: E PTS: 1 DIF: Difficult
45. _____ segmentation is based on personality, motives, lifestyle and geo-demographics,

and can be used alone to segment markets or can be combined with other segmentation
variables.
A Psychographic
B Demographic
C Benefit
D Family life cycle
E Character
46. The Australian Red Cross has a non-profit retail store selling second-hand items donated
by the public. Any monies made by this store help purchase clothing and supplies for the
underprivileged and needy in Australia and neighbouring countries. The store defines its
market segment as people who believe in helping others and who feel good about helping
others whenever possible. The store uses _____ segmentation.
A demographic
B psychographic
C geodemographic
D ethnic
E geographic
47. It is cold and raining, yet fans of all ages, occupations and incomes are outside watching
the INDY 300 motor race. Despite the extremes in weather found at the event (it can be
hot one day and raining the next), they will sit for hours watching the cars as they race
past them. A website designed to market INDY 300 memorabilia would be most likely to
be successful if it used _____ segmentation to determine its target market.
A demographic
B psychographic
C geodemographic
D usage rate
E family life cycle
48. In psychographic segmentation, each of the following segmentation bases may be used,
EXCEPT ________________.
A lifestyle
B motives
C personality
D geo-demographics
E family life cycle
49. One way to divide individuals into groups is based on the way they spend their time, the
importance of items in their surroundings, their beliefs and their socioeconomic
characteristics. This is called ________________.
A life cycle segmentation

B geo-psychographics
C lifestyle segmentation
D micro-segmentation
E positioning
50. One of the greatest changes in the marketing of music has been due to the Internet.
Young adults today are more likely to download their music from the Internet rather than
buying from a music store. Rather than using in-store advertising, your music company
decides to advertise afternoons and weekends on rock radio stations. You are most likely
to segment the young adult market on the basis of ________________.
A region
B usage
C stage of family life cycle
D psychographics
E gender
51. A method that clusters potential customers into neighbourhood lifestyle categories and is
a combination of geographic, demographic and lifestyle segmentation is called
________________.
A geo-demographic segmentation
B vita-geographic segmentation
C geo-psychographics
D perceptual mapping
E VALS segmentation
52. Within the region of one city there may be many different neighbourhoods. As the
marketing manager for Kraft Foods, you tailor different ads for different neighbourhoods
in the same region. For example, viewers watching a cable show in an Asian
neighbourhood in Melbourne would see different ads during the same commercial breaks
than young, affluent professionals living in a different neighbourhood. This represents
which of the following type of segmentation?
A Motivational data
B Lifestyle data
C Geo-VALS data
D Geo-demographic data
E Psychographic-VALS data
53. The Roy Morgan Value Segments scheme can identify nine segments using two key
dimensions. Which of the following is NOT one of those segments?
A Basic need
B Socially aware
C A fairer deal
D Just want to have fun
E Visible achievement
54. The process of grouping customers into market segments according to the different needs
and wants they seek from a product is called ________________.
A benefit segmentation
B usage rate segmentation
C advantage segmentation
D macro-segmentation
E psychographic segmentation
55. One company can make many different versions of essentially the same product. For
instance, Procter & Gamble manufactures many different brands of toothpaste; each
brand targets a different segment of consumers. Some segments describe people who
have sensitive teeth, others who want a pleasant mint flavour, those who want to avoid
tooth decay, those who want a brightener, and those who are economically minded. This
is an example of _____ segmentation.
A geodemographic
B usage rate
C demographic
D psychographic
E benefit
56. There are many types of law firms. Among the different types, some specialise in tax
law, some specialise in divorce law and there are those who specialise in criminal law.
These law firms are applying benefit segmentation which is:
A developed on the basis of what the service will do for the customer rather than on
consumer characteristics.
B used to market to organisations, yet not to consumers.
C not allowing marketing managers to develop consumer profiles.
D selecting the most economical and beneficial demographic variable as a segmentation
variable, to keep company costs low.
E a key strategy of building a competitive advantage over competitors.
57. Which form of segmentation is closely aligned to consumers’ need for safety (as defined
by Maslow’s hierarchy of needs), such as security systems and health insurance?
A Geodemographic
B Usage rate
C Demographic
D Psychographic
E Benefit
58. The Quartz Watch Company manufactures several different categories of watches:
inexpensive fashion watches, technical plain-face watches, watches with a sweep second
hand (for nurses and medical technicians), and waterproof divers’ watches. The Quartz
Watch Company is using _____ segmentation.
A usage-rate
B benefit
C geo-demographic
D competitor
E demographic
59. A 19-year-old first-year university student, living away from the home environment for
the first time, obtained the title of ‘party animal’ when living in a halls of residence.
Another student in the same course was given the name of ‘bookworm’ as he was a
husband with a small child and a full-time job, and wanted to further his career in the
same firm. If you were in charge of the university’s marketing program, which is aimed
at these people as consumers, what segmentation technique would be the easiest to
employ that might help you to distinguish between them?
A Age cohort analysis

B Benefit
C Product differentiation
D Concentration
E Gender
60. The public transportation system in the Perth area conducted a survey that revealed
respondents could be assigned to one of four categories: (1) people who never used mass
transit, (2) people who used mass transit in the past but not now, (3) people who used
mass transit occasionally, and (4) people who used mass transit regularly. These groups
have significantly different perceptions about transportation alternatives. This is an
example of _____ segmentation.
A demographic
B benefit
C geo-demographic
D psychographic
E usage-rate
61. Generally, people purchase a product more than once. Why are many retail companies
interested in customer loyalty cards and programs in an effort to obtain repeat purchases?
A Roughly 80 per cent of the profit comes from 20 per cent of the sales.
B Roughly 80 per cent of a company’s customers are repeat business.
C Roughly 50 per cent of a company’s customers purchase 80 per cent of the sales
volume of the product.
D Roughly 20 per cent of a company’s customers purchase 80 per cent of the sales
E Sales are equally divided among heavy, medium and light users, but they all need
slightly different products.
62. The _____ proposes that a minority of a company’s customers purchase a majority of the
A majority fallacy
B 20/80 principle
C 80/20 or Pareto principle
D cannibalisation rule
E elasticity principle
63. As the owner of Trader Jack’s Cafe at Surfer’s Paradise in Queensland, you have noticed
the volume of your sales go to the same group of customers (about 40 people), even
though you know that a large variety of customers have eaten at your cafe. Your retailing
experience is supportive of the ________________.
A optimiser principle
B disloyal customer rule
C majority fallacy
D cannibalisation rule
E 80/20 principle
64. In business-to-business marketing, _____ involves dividing markets into segments

according to such general characteristics as geographic location, type of organisation,
customer size or product use.
A micro-segmentation
B general segmentation
C macro-segmentation
D macro-marketing
E micro-marketing
65. As a marketer, which of the following are you likely to use to establish general areas of
business market potential?
A Macro-segmentation
B Product differentiation strategies
C Micro-segmentation
D Micro-marketing strategies
E Segmentation bases
66. The government is a large organisation with many smaller departments. To market to this
organisation, it may be more beneficial to apply a _____ scheme.
A granular segmentation
B micro-segmentation
C macro-segmentation
D micro-marketing
E position segmentation
67. Atlas Corporation developed a commanding position in the industrial door market by
providing customised products in just four weeks, much faster than the industry average
of 12 to 15 weeks. Atlas’ primary market is defined as companies with an immediate
need for customised doors. In this example, characteristics of the buying organisation can
be used as a basis for micro-segmentation. Each of the following are characteristics of the
buying organisation that it can use for segmentation, EXCEPT:
A Roy Morgan Values Segments research.

B key purchasing criteria.
C salience of the purchase.
D individual characteristics of the purchase decision makers.
E purchasing strategies.
68. AirComfort Limited makes aeroplanes. Each year, it sells about 50 planes to be used as
crop dusters. It sells another 75 to delivery companies. It also manufactures a dozen or so
that are used for firefighting and about six that are sold for military transport purposes.
AirComfort Limited uses _____ variables.
A usage-rate
B macro-segmentation
C benefit
D psychographic
E micro-segmentation
69. Companies can be categorised by the type of purchasing strategy they use. _____ usually
contact familiar suppliers and place an order with the first that can meet product and
delivery requirements.
A Strugglers
B Actualisers
C Optimisers
D Satisficers
E Experiencers
70. Shakila’s Office Supplies has categorised its business customers by the purchasing
strategy they use. Knowing the company has good products and a very good delivery
service, the marketing manager has focused on the _____, who usually contact familiar
suppliers and place an order immediately if these two factors are acceptable.
A experiencers
B actualisers
C optimisers
D satisfiers
E satisficers
71. Companies can be categorised by the type of purchasing strategy used. _____ consider
numerous suppliers, even unfamiliar ones, and solicit and analyse options.
A Satisficers
B Strivers
C Optimisers
D Self-actualisers
E None of these
72. As an interior designer designing the fit-out for a new 45-room hotel, you obtain written
prices (quotes) from a large variety of companies to supply you with the materials
required to complete the job. From these suppliers, you will select the organisation that
gives you the best value for money even if you have not dealt with them before. You are
known as a(n) ________________.
A achiever
B striver
C satisficer
D optimiser
E None of these
73. After dividing her customers into three segments based on income range and selecting
segmentation descriptors, Miranda wrote out a description of each segment’s size,
expected growth, frequency of remodels and overall profit potential. Miranda engaged in:
A profiling and analysing her segments.

B positioning her products with each of her market segments.
C targeting promotions at her market segments.
D differentiating and meeting the needs of her market segments.
E concentrating her marketing mix on the most profitable marketing segments.
74. After selecting a market for study and choosing a basis for segmenting that market, the
next step is to:
A select segmentation descriptors.

B implement and maintain a marketing mix.
C design a marketing mix.
D profile and analyse segments.
E select target markets.
75. Melissa produces and markets Hampton Groves prune preserves. She views the world as
one big market with no individual segments and tries to reach it with only one marketing
mix. Her essentially mass-market philosophy indicates that she probably uses a(n) _____
strategy.
A multi-segment targeting
B universal product
C concentrated or niche targeting
D undifferentiated targeting
E product differentiation
76. Equipment Parts Pty Ltd has decided to enter the metal gear hub market, and all the
current competitors in that market use a differentiated product market strategy. Which
strategy would make the LEAST sense for Machine Parts to implement?
A Product differentiation strategy

B Specialised product strategy
C Concentrated or niche targeting strategy
D Multi-segment targeting strategy
E Undifferentiated targeting strategy
77. Hank’s company is in the envious situation of producing the only product ever invented
to solve a particular set of customer problems. Which of the following marketing
segmentation options might Hank choose?
A Concentrated or niche
B Differentiated
C Multi-segment marketing
D Undifferentiated
E Window of opportunity marketing
78. Few individuals in the world both want, but also have the means to afford a mansion
priced in the range of millions of dollars. A _____ strategy focuses on understanding the
needs, motives and satisfactions of the members of that segment, as well as focusing on
developing a highly specialised marketing mix.
A universal product
B undifferentiated targeting
C concentrated targeting
D multi-segment targeting
79. Care Support manufactures brassieres for ladies who have undergone chest surgery and
need a special bra to help the healing process when they are in hospital. Because of the
limited use of this form of support, which targeting strategy should Care Support follow?
A United marketing
B Undifferentiated marketing
C Multi-segment marketing
D Universal targeting
E Concentrated or niche
80. When a company uses a concentrated (or niche) targeting strategy, it is able to:
A view the total market as potentially interested in its product.

B deploy a highly specialised marketing mix.
C reach customers in two or more segments that might otherwise be missed.
D avoid the danger of putting all resources into a single micro-market.
E concentrate on one generalised product to fit the mass market, maximising sales
volume.
81. Oz-Jet is an airline focusing only on businesspeople who need to fly as part of their job.
This airline is most likely to use a(n) _____ strategy.
A universal product
B undifferentiated targeting
C multi-segment marketing
D concentrated or niche targeting
E differentiated marketing
82. Fisher-Price only makes toys for very young children. Its target marketing strategy would
best be described as ________________.
A undifferentiated
B macro-segmentation
C concentrated or niche
D non-diversified
E differentiated
83. Procter & Gamble manufacture a variety of toothpaste based upon the benefits offered by
each. By developing distinct marketing mixes for each, the Procter & Gamble
organisation is implementing a(n) _____ strategy.
A universal product
B concentrated or niche targeting
C undifferentiated targeting
D multi-segment targeting
E macro-segmentation
84. Holland Ltd makes tractors. Each year, it sells about 70 planes to be used in local beach
tourism activities. It sells another 1500 to hobby farms. It also manufactures a dozen or
so that are used for firefighting, and about five that are sold for military transport
purposes. Holland Ltd is using a(n) _____ targeting strategy.
A universal
B concentrated or niche
C undifferentiated
D multi-segment
85. Pharmaceutical companies market many brands of skin-protection creams with very
similar ingredients. The primary difference among the brands is their approach to
promotion, which emphasises that various brands will have different levels of skin
protection and are waterproof, non-staining etc. This is one way to practise
________________.
A concentrated segmenting
B segment differentiation
C multi-segment targeting
D differentitated targeting
E multiple-usage marketing
86. You are the founder of a new, capital-rich company and you must decide on your
company’s targeting approach. Three large subgroups exist in your market that have
never had their unique needs served. If you don’t act now, others will seize the
opportunity. You should use a(n):
A multi-segment strategy.
B single product whilst deploying a concentrated strategy.
C product differentiation approach.
D concentrated or niche targeting strategy.
E undifferentiated strategy.
87. Multi-segment targeting has many advantages. Which of the following is NOT a
potential benefit that a company could achieve with the use of multi-segment targeting?
A Enhanced sales volume

B Higher product design and management cost
C Increased profits
D Larger market share
E Economies of scale in production
88. Your pharmaceutical company has introduced new over-the-counter antacids that block
the production of stomach acids, rather than neutralising them. As product manager for
the branded neutralising product, you have noticed that sales of your product have
declined. This is an indication that _____ has occurred.
B cannibalisation
C undifferentiated
D repositioning
E cognitive dissonance
89. With NapiSan introducing oxy-action laundry powder, consumers in their traditional
segment may switch to the new product. Rather than real sales growth, the company may
simply experience the shifting of existing customers to a new product. This exemplifies a
drawback of multi-segment targeting strategy called ________________.
A repositioning
B perceptual mapping
C undifferentiated strategy
D cannibalisation
E perceptual confusion
90. A key challenge inherent in multi-segment targeting is that consumers in one segment
may cross over and purchase the product intended for a different segment, instead of the
product designed for them. Rather than real sales growth, the company experiences
________________.
A undifferentiated strategy
B repositioning
C customer disloyalty
D cannibalisation
E consumer switching cost
91. In the consumer’s mind, the branded product and its specific marketing mix is perceived
in relation to its competitors. This is also known as ________________.
A differentiation
B segmentation
C targeting
D positioning
E diversification
92. Product positioning refers to the process of:
A finding the correct location for retail outlets that will sell the product.
B finding the right channel of distribution for a product.
C creating the desired image of the company’s product with respect to its competition.
D competing with competitors’ products in the retailers’ stores for the best position on
the shelf.
E None of these
93. Sony strives to be the market leader in electronics by selling reliable products and being
innovative in its design. Their products are all well-presented and the quality of the
products is high. All decisions involving their products are made to boost this brand
image. Sony is emphasising ________________.
A usage-rate segmentation
B brand awareness
C the family life cycle
D positioning
E perceptual mapping
94. Ada Casper owns two antique stores. One is in an upmarket neighbourhood, and its
merchandise is artfully arranged and priced to indicate product exclusivity. The other is
in a run-down shopping mall and contains some of the same type of merchandise, yet the
items are left in open boxes and placed haphazardly on shelves. Customers of each store
have entirely different perceptions of the stores and would be surprised to know that
Casper operates each of them because she uses such different _____ strategies.
A socio-economic status
B segmentation
C targeting
D positioning
E integrating
95. Blue Kangaroo promotes its services as being Australian owned and produced, in
contrast to its competitors. With this strategy, Blue Kangaroo attempts to convince
customers that its services are significantly different from the others and should therefore
be demanded over competing brands. Blue Kangaroo is using (a) ________________.
A cannibalisation
B perceptual mapping
C psychographic targeting
D concentrated or niche target strategy
E product differentiation strategy
96. For many years, KFC was perceived to be a rather stereotyped product containing 11
herbs and spices. With an increase in competition, KFC has increased its product
offerings to increase the available choice; for instance, offering family variety packs,
chicken nuggets and spicy chicken. Despite this, KFC still promotes its original recipe
containing the 11 herbs and spices. KFC is using its original recipe as
________________.
B product differentiation
C psychographic targeting
D concentrated or niche target strategy
E product diversification
97. Paul has a tree service that prunes branches, removes dead trees and takes out stumps.
Over the last few years, competitors have begun to appear in the marketplace. In order to
distinguish his service offerings from this competition, Paul is advised to use
________________.
A VALS segmentation
B geodemographic segmentation
C niche marketing strategy execution
D product differentiation
E the portfolio matrix
98. In a study by General Motors, consumer perceptions of the five GM automobile divisions
(Commodore, Calais, Astina, Statesman and Jackaroo) were plotted on a(n) _____ to
show the locations of products in the minds of present or potential customers.
A perceptual map
B product differentiation graph
C Ansoff matrix
D target market chart
E competitive positioning map
99. Using a perceptual map, Uncle Toby’s determined that Fruit Twists filled a void in
snacks perceived to be tasty and wholesome. It could have then used _____
segmentation.
A demographic
B niche
C psychographic
D usage-rate
E benefit
100. The closer together two brands are located to one another on a perceptual map, the:
A less perceptually alike they are.

B closer their prices are.
C more objectively alike they are.
D more likely that an undifferentiated marketing strategy is in effect.
E greater the consumer-perceived similarities between these brands.
COMPLETION
1. A market ____________________ is a group of individuals or organisations within a

market which share one or more characteristics that cause them to have similar product
needs.
ANS: segment PTS: 1 DIF: Easy
2. Individuals or organisations with needs or wants and the ability and willingness to buy
are called a ____________________.
ANS: market PTS: 1 DIF: Easy
3. Marketers use ____________________, which are characteristics of individuals, groups

or organisations, to divide a total market into segments (two words).
ANS: segmentation bases / segmentation variables
PTS: 1 DIF: Easy
4. The fifth step on the ________________ process is to select target markets.

ANS: segmentation PTS: 1 DIF: Moderate
5. When an organisation segments its market by age, gender and/or income, it is using
____________________ segmentation.
ANS: demographic PTS: 1 DIF: Easy
6. The family ____________________ represents a series of phase determined by a

combination of age, marital status and the presence or absence of children.
ANS: life cycle PTS: 1 DIF: Difficult
7. Segmenting potential customers into neighbourhood lifestyle categories is termed

____________________ segmentation.
ANS: geodemographic PTS: 1 DIF: Difficult
8. ____________________ segmentation is market segmentation on the basis of lifestyles,

motives, personality and geo-demographics.
ANS: Psychographic PTS: 1 DIF: Moderate
9. ____________________ segmentation is the process of grouping customers into market

segments according to the benefits they seek from the product.
ANS: Benefit PTS: 1 DIF: Easy
10. The ____________________ principle holds that 20 per cent of all customers generate
80 per cent of the demand for a product.
ANS: 80/20 (Pareto) PTS: 1 DIF: Easy
11. ____________________ is the process of dividing business markets into segments based
on the characteristics of decision-making units within a macro-segment.
ANS: Micro-segmentation PTS: 1 DIF: Difficult
12. Optimisers are ____________________ that consider numerous suppliers, both familiar
and unfamiliar, solicit bids, and study all proposals carefully before selecting one.
ANS: business customers PTS: 1 DIF: Difficult
13. Usage-rate segmentation divides the market by the amount of a ____________________

bought or consumed.
ANS: product PTS: 1 DIF: Moderate
14. A ____________________ market refers to a group of people or organisations for which

a marketing organisation designs, implements and maintains a marketing mix intended to
meet the needs of that group, resulting in mutually satisfying exchanges.
ANS: target PTS: 1 DIF: Easy
15. An undifferentiated targeting strategy essentially adopts a ____________________

approach, viewing the market as one big market with no individual segments.
ANS: mass-marketing PTS: 1 DIF: Moderate
16. A ____________________ is one segment of a market.

ANS: niche PTS: 1 DIF: Moderate
17. ____________________ occurs when the sales of a new product cut into the sales of a
company’s existing products.
ANS: Cannibalisation PTS: 1 DIF: Difficult
18. ____________________ refers to the development of a specific marketing mix to

influence potential customers’ overall perception of a brand.
ANS: Positioning PTS: 1 DIF: Moderate
19. Product ____________________ is a positioning strategy that some companies use to

distinguish their products from those of their competitors.
ANS: differentiation PTS: 1 DIF: Easy
20. ____________________ is a means of displaying or graphing, in two or more

dimensions, the location of products, brands or groups of products in customers’ minds.
ANS: Perceptual mapping PTS: 1 DIF: Difficult
21. Demand for accountability will drive the growth of ___________ marketing and justify
its continued existence.
ANS: one-to-one PTS: 1 DIF: Easy
ESSAY
1. Four criteria are required to define a market. Which are these? Explain your answer.
ANS: A market has the following characteristics:
• It is composed of people or organisations.
• The people/organisations have needs and wants that can be satisfied by particular
product categories.
• The people/organisations have the ability to purchase the sought products.
• The people/organisations are willing to buy.
PTS: 1 DIF: Easy
2. A major aspect of marketing is the process of identifying a market segment. What is a

market segment? What is the process of market segmentation?
ANS: A market segment is a subgroup of people or organisations sharing one or more
characteristics that cause them to have relatively similar product needs. All people and all
organisations within a given segment have some similar characteristics and needs.
The process of dividing a market into meaningful segments or groups that are relatively
similar and identifiable is called market segmentation. The purpose of segmentation is to
enable the marketer to tailor marketing mixes to better meet the needs of one or more
specific segments.
PTS: 1 DIF: Easy
3. Market segmentation is an important marketing process. Identify three ways in which

market segmentation plays a key role in marketing strategy formation.
ANS: Almost all markets include within them groups of people or organisations with
different product needs and preferences. Market segmentation helps marketers define
customers’ needs and wants more precisely.
• Because market segments differ in size and potential, segmentation helps decision
makers more accurately define marketing objectives and better allocate resources.
• Performance can be better evaluated when objectives are more precise.
• Market segmentation can revive flagging sales.
• The rapidly changing character of many markets dictates that companies not only
employ market segmentation but also think of segmentation as a continuous process.
PTS: 1 DIF: Moderate
5. To be useful, a segmentation scheme must produce segments that meet four basic criteria.
Which ate these four criteria?
ANS:
• SUBSTANTIALITY: A selected segment must be large enough to warrant
developing and maintaining a special marketing mix (commercially viable).
• IDENTIFIABILITY AND MEASURABILITY: The segments must be identifiable
and their size measurable. Descriptive data regarding demographic, geographic or
other relevant characteristics of segment members must be available.
• ACCESSIBILITY: The company must be able to reach members of targeted
segments with customised marketing mixes.
• RESPONSIVENESS: The market segment must respond differently from other
segments to marketing mixes; otherwise, there is no need to treat that segment
separately.
PTS: 1 DIF: Easy
6. What is a segmentation base (or segmentation variable)? Identify four of the commonly-
used segmentation bases used by marketers to segment consumer markets.
ANS: A segmentation base (or variable) is a characteristic of individuals, groups or
organisations that marketers use to divide a total market into segments. Consumer goods
marketers commonly use one or more of the following characteristics to segment
markets:
• geography (by region, market size, market density or climate)
• demographics (such as age, gender, ethnic background, income or family life cycle
stage)
• psychographics (such as motives, lifestyles, personality, geo-demographics or
VALS)
• benefits sought (such as less filling or great taste)
• volume of product usage (heavy, medium or light)
The above list is not exhaustive. Students may come up with other characteristics used to
segment markets.
7. Markets can be segmented using a single variable (such as gender) or several variables in
combination (such as gender, age group and education). While multiple-variable
segmentation is more descriptive and precise than single-variable segmentation, it has
several disadvantages. Name three disadvantages of multiple-variable segmentation.
ANS: The major disadvantages of multiple-variable segmentation are as follows.
• It is often more difficult to employ than single-variable segmentation.
• Usable secondary data is less likely to be available to define and describe the
segments.
• As the number of segmentation bases increases, the size of individual segments
decreases. This can result in segments that are not large enough to warrant individual
treatment.
8. What is demographic segmentation?

ANS: Demographic segmentation refers to segmenting markets based on consumers’
gender, age, education, income, area where they live, religion, etc. Demographics are
powerful predictors of consumer behaviour and are hence widely used as segmentation
variables in marketing. Examples of the use of demographics to segment consumers
include:
• AGE: Toys, bikes, in-line skates, food and beverages, movies, spectator sports,
consumer electronics and video arcades marketed to preteens; home-prepared foods,
housing, clothing and alcohol marketed to people 35–44 years of age; restaurants,
transportation, entertainment, education, personal insurance and pensions marketed
to people 45–54 years of age; and health care marketed to people 55–64 years of age
– all are examples of products and services that target specific age groups.
• GENDER: Marketers of clothing, cosmetics, personal care items, magazines,
jewellery and footwear commonly use gender as a segmentation variable.
• INCOME: The housing, clothing, automobile, frozen dinner and alcoholic beverage
markets are often segmented by income. Budget Gourmet frozen dinners are aimed
at lower-income consumers, while Le Menu dinners are aimed at high-income
consumers.
• ETHNIC BACKGROUND: The text includes numerous examples of products
specifically targeting Indigenous people, Greeks and Asian Australians.
• FAMILY LIFE CYCLE: Marketers target people in different stages of the family
life cycle by noting spending needs. Young single and married people buy more
cars, furniture, appliances and vacations. Married people with children buy more
toys, baby products and appliances. Middle-aged people buy more luxury items and
home improvements. The elderly focus their spending on medical care.
9. What is the family life cycle (FLC)? Using the following selected stages of the FLC,
briefly describe the lifestyle and purchasing needs of consumers in that stage: (1) Young
single; (2) Young married without children; (3) Young married with children; (4)
Middle-aged married without children; and (5) Older unmarried.
ANS: The family life cycle is a series of stages determined by a combination of age,
marital status and the presence or absence of children. The FLC is a valuable basis for
segmenting markets because families’ needs, income, resources and expenditures are
different in each life cycle stage:
• YOUNG SINGLE: Members of this group have few financial burdens, are fashion
opinion leaders and are recreation-oriented. They buy kitchen equipment, basic
furniture, cars, vacations and items necessary for the ‘mating game’.
• YOUNG MARRIED WITHOUT CHILDREN: This group is financially better off,
so members purchase at a high rate. They buy many durables, such as cars, home
appliances and furniture. They also buy holidays.
• YOUNG MARRIED WITH CHILDREN: This group concentrates on home
ownership and raising children, so liquid assets are low. They like new and
advertised products. They tend to buy appliances, baby items, toys and some medical
products.
• MIDDLE-AGED MARRIED WITHOUT CHILDREN: Members of this group
enjoy a better financial position and are interested in travel, recreation, self-
education and home improvements. They tend to buy new furniture, boats,
magazines, vacations and luxuries.
• OLDER UNMARRIED: Cuts in income curtail spending of this group. Purchases
are more focused on medical care and medical products.
PTS: 1 DIF: Difficult
11. What is psychographic segmentation? Why do marketers use psychographic
segmentation? List four psychographic variables that are commonly used as
segmentation bases.
ANS: Age, gender, income, ethnicity, family life-cycle stage and other demographic
variables are usually helpful in developing segmentation strategies but often do not paint
the entire picture. Psychographic variables can be used to ‘flesh out’ the consumer
description. Psychographic variables alone can be used to segment markets, or they can
be combined with other segmentation variables. Psychographic variables include:
• personality
• motives
• lifestyles
• geo-demographics
• VALS.
12. What is benefit segmentation? Give a specific example that illustrates this type of
segmentation.
ANS: Benefit segmentation is the process of grouping customers into market segments
according to the benefits they seek from the product. Benefit segmentation is different
because it groups potential customers based on their needs or wants rather than some
other characteristic, such as age or gender. The snack-food market, for example, can be
divided into six benefit segments: nutritional snacks, weight watchers, party snacks,
guilty snacks, indiscriminate snacks and economical snackers.
PTS: 1 DIF: Easy
14. The Roy Morgan Values Segments (TM) typology adopts two dimensions (i.e. life
satisfaction/quality expectation/individualism and price expectation/attractiveness to
innovation/perceived progressiveness) to define nine groups of adult consumers: Visible
Achievement, Something Better, Basic Need, Real Conservatism, Traditional Family
Life, Young Optimism, Socially Aware, Look at Me and A Fairer Deal. Describe the
characteristics and purchase behaviours of consumers of five of these nine segments.
ANS:
• VISIBLE ACHIEVEMENT: Successful, highly individualistic, realistic and very
practical people who are confident in their own abilities and position. They place
great emphasis on family life and retain traditional values about home, work and
society. As consumers they look for quality and value for money.
• SOMETHING BETTER: Competitive, individualistic and ambitious people who are
seeking more out of their lives. They are concerned about image, are conscious of
social status, and as consumers will purchase to demonstrate their success to others.
• BASIC NEED: Mature, happy people content with what they have. They have a
strong attachment to traditional institutions such as community and church, and
enjoy a wisdom that comes with grey hair.
• REAL CONSERVATISM: Hold very conservative social, moral and ethical values,
and are cautious about new things and ideas. They believe strongly in the established
order of things and have a great interest in their own local community. As consumers
they are attracted to value, quality and older, established brands.
• TRADITIONAL FAMILY LIFE: Mature, family-focused people who believe
strongly in security, reliability and providing better opportunities for their family.
They are resistant to change and value the traditional family role and structure.
• YOUNG OPTIMISM: Young, innovative, impulsive and enthusiastic people who
are interested in technology and world affairs. They are eager to learn, so are heavy
readers of newspapers and magazines. Often financially disorganised, they are avid
consumers who regularly live on credit.
• SOCIALLY AWARE: People who are community-minded and socially active. They
are thinkers, can be idealistic, and are attracted to things that are new and innovative.
Due to their thirst for knowledge, they are heavy consumers of newspapers and
magazines.
• LOOK AT ME: Rebellious, socially active and very conscious of conforming to
their peer group. They are short-term thinkers who often consider themselves
invincible. Money is important but is essentially a means to an end.
• A FAIRER DEAL: Pessimistic, cynical and hostile people who believe life treats
them unfairly. Money is more important than job satisfaction. They tend to be heavy
consumers of radio and television, often using them as methods for escaping from
their world.
PTS: 1 DIF: Difficult
15. What is benefit segmentation? For dental products, list six benefits that might be sought
by consumers. For each benefit, give an existing brand name that best exemplifies
segmentation according to that benefit.
ANS: Benefit segmentation is the process of grouping customers into market segments
according to different benefits sought from the product.
Student answers are likely to vary greatly. Possible benefits for toothpaste could include
the following list.
• Cavity/decay prevention: Crest
• White/bright teeth: Ultra Brite, Gleem, Macleans, Rembrandt
• Fresh breath: Ultra Brite, Pepsodent
• Tartar control: Tartar Control Crest, Tartar Control Colgate
• Plaque reduction: Plax, Listerine, Dentagard, Interdens and dental flosses
• Stain remover: Pearl Drops, Colgate whitening
• Gingivitis/gum disease prevention: Colgate, Listerine, Plax, Interdens and dental
flosses
• Flavour/great taste: Aim, Colgate, Stripe
• Fun for kids: Crest Sparkle, Oral-B Sesame Street, Colgate Jr.
• No mess: pump, neat-squeeze and specially capped toothpastes
• Sensitive teeth: Sensodyne, Cedel Medicated
• All-in-one: Aquafresh
• Denture cleaning: Dentu-Creme, Dentu-Gel, Complete
• Baking soda: Colgate with Baking Soda
• Low price: store brands, brands on sale.
Another random document with
no related content on Scribd:
The Project Gutenberg eBook of Poor Jack: A
play in one act
This ebook is for the use of anyone anywhere in the United
States and most other parts of the world at no cost and with
almost no restrictions whatsoever. You may copy it, give it away
or re-use it under the terms of the Project Gutenberg License
included with this ebook or online at www.gutenberg.org. If you
are not located in the United States, you will have to check the
laws of the country where you are located before using this
eBook.
Title: Poor Jack: A play in one act
Dubious author: James Branch Cabell
Release date: July 21, 2022 [eBook #68576]
Language: English
Original publication: United States: Privately Printed, 1906
Credits: Charlene Taylor, David E. Brown, and the Online

Distributed Proofreading Team at https://www.pgdp.net
(This file was produced from images generously made
available by The Internet Archive/American Libraries.)
*** START OF THE PROJECT GUTENBERG EBOOK POOR JACK:

A PLAY IN ONE ACT ***
POOR JACK
A PLAY IN ONE ACT
“What, old acquaintance! could not all this flesh
Keep in a little life! Poor Jack, farewell!
I could have better spared a better man.”
PRIVATELY PRINTED
RICHMOND
1906
To R. D. L.:
“There are some ghosts,” said poor Jack, “that will not easily bear
raising....”
Thus am I confounded by words of my own choosing, for in truth I
have raised one; and not for me, as for Dame Sylvia, does Chivalry
blow upon a silver horn to drown the squeakings of that folly. Which
is merely another way of saying that those younglings we two know
and love, and who fretted me into the writing of a play for their
theatricals, have rejected the outcome after a tentative rehearsal,
with certain remarks for my pondering.
Well might that fat whoresome man have been left to the undignified
fate his creator had appointed for him!—or at least in the staider
trappings wherewith I did gird his behemothian bulk in my story, The
Love Letters of Falstaff. Decked for the stage and with bella donna in
its eyes, my sketch, they tell me, is a ghastly remains to which the
footlights would add but the effect of funeral candles. In fine, that
which lacks both plot and action, and offers, in lieu of lusty
characters, four gray ghosts, is not a play but an edifying exposé of
the pitfalls and snares into which a romancist might be expected to
stumble when he dons the habit of a playwright. These and many
other plaints which I shall strive to live down in the years before me,
conveyed a discomforting unanimity of opinion on the part of my
hopeful players.
With such humility as becomes one of our soberer estate in the
presence of these, our juniors and betters, I pointed out that it was
not my fault, assuredly, that Falstaff was no longer the merry taker of
purses whose roaring oaths had filled all Gadshill. Nor that Will had
never displayed any very hearty admiration for humanity nor found
many more commendable traits in general exercise among its
individuals than did the authors of the Bible: a spirit which, however
distasteful to my palate, I was obliged in this instance to emulate! Yet
I dared think (and my defense grew noticeably weaker under their
incredulous stare) that old, gross and decayed as he had grown, the
demiurge still clings to the old reprobate; yea, and the aura of divinity
to Helen, whose beauty is drifting dust, so that Falstaff sees before
him not Sylvia Vernon but Sylvia Darke.
Poor Falstaff. “Were’t not for laughing I should pity him!”
But they had since ceased to listen. Vanished were they like the
merry company whose mere names, thought Falstaff, were like a
breath of country air. My script lay before me, eloquent in naught but
their disillusion. Alone, I thought the fire winked knowingly at me,
much like the one I had fanned from the embers of the past, as if it
said: How old must a man become ’ere he shall be wise enough to
content these sure young critics, so awfully and so inevitably right?
I should have dropped the record of my folly into the flames and so
played out the last scene in my puppet’s stead, had I not
remembered in time my promise to you. Well!—you had expected to
receive it worn from the caresses of eager thumbs, scented perhaps
with the bouquet of reverent applause. It comes to you fresh and
unmarred by any defacing ardor; only its theme is sere, only its
author’s vanity thumb-marked!
And remember: ’tis not a play you give to the world but rather a spirit
croaking to itself in a house where nobody has lived for a long time.
J. B. C.
CAST
Sir John Falstaff Sometime friend to H. M. Henry V
Bardolph His serving man
Dame Quickly Mistress of the Boar’s Head Inn
Lady Sylvia Vernon She that was Sylvia Darke
POOR JACK
(The curtain rises to show the Angel room of the Boar’s
Head Tavern in Eastcheap. ’Tis the private parlor of the
mistress of the inn, Dame Quickly.
At the back is a high fireplace with heavy leaded diamond
paned windows on either side. At the left is the doorway
leading to the tap room, on the right a huge clothes press.
When our play opens Dame Quickly is demurely stirring
the fire while Bardolph is sorting garments which he
takes from the press. We hear a quivery voice singing:
“Then Came Bold Sir Caradoc” ... and Sir John Falstaff
fumbles at the door and enters. It is a Falstaff much
broken since his loss of the King’s favor and now equally
decayed in wit, health and reputation. His paunch alone
remains prosperous and monstrous and contrasts greatly
with the shrunken remainder of the man. He is particularly
shaky this morning after a night’s hard drinking.
Nevertheless he enters with what cheerfulness he can
muster.)
FALSTAFF
(sings) Then came the Bold Sir Caradoc—Ah, Mistress
what news?—and eke Sir Pellinore—Did I rage last night,
Bardolph? Was I a Bedlamite?
BARDOLPH
As mine own bruises can testify. Had each one of them a
tongue they would raise a clamor beside which Babel
were an heir weeping for his rich uncle’s death; their
testimony would qualify you for any mad-house in
England. And if their evidence go against the doctor’s
stomach, the watchman at the corner hath three teeth—or
rather, hath them no longer, since you knocked them out
last night, that will willingly aid him to digest it.
FALSTAFF
(as he stiffly lowers his great body into the great chair that
awaits him beside the fire and stretches his hands to catch
the heat of the flames.) Three say you? I would have my
valor in all men’s mouths, but not in this fashion, for it is
too biting a jest. Three, say you? Well, I am glad it was no
worse; I have a tender conscience and that mad fellow of
the North, Hotspur, sits heavily upon it, so that thus this
Percy, being slain by my valor, is per se avenged, a
plague upon him! Three, say you? I would to God my
name were not so terrible to the enemy as it is; I would I
had ’bated my natural inclination somewhat and slain less
tall fellows by three score. I doubt Agamemnon slept not
well o’ nights. Three, say you? Give the fellow a crown
apiece for his mouldy teeth, if thou hast them; if thou hast
them not, bid him eschew this vice of drunkenness
whereby his misfortune hath befallen him, and thus win
him heavenly crowns.
BARDOLPH
Indeed Sir, I doubt....
FALSTAFF
(testily) Doubt not, Sirrah! (He continues more calmly in a
virtuous manner) Was not the apostle reproved for that
same sin? Thou art a Didymus, Bardolph,—an incredulous
paynim, a most unspeculative rogue. Have I carracks
trading in the Indies? Have I robbed the exchequer of
late? Have I the Golden Fleece for a cloak? Nay, it is a
paltry gimlet, and that augurs badly. Why does this
knavish watchman take me for a raven to feed him in the
wilderness? Tell him that there are no such ravens
hereabouts; else I had ravenously limed the house-tops
and sets springes in the gutters. Inform him that my purse
is no better lined than his own broken skull; it is void as a
beggar’s protestations, or a butcher’s stall in Lent; light as
a famished gnat, or the sighing of a new-made widower;
more empty than a last year’s bird’s nest, than a
madman’s eye, or, in fine, than the friendship of a king.
MISTRESS QUICKLY
But you have wealthy friends, Sir John. (She nods her
head vigorously) Yes I warrant you Sir John. Sir John, you
have a many wealthy friends; you cannot deny that, Sir
John.
FALSTAFF
(He cowers closer to the fire as though he were a little
cold) I have no friends since Hal is King. I had I grant you,
a few score of acquaintances whom I taught to play at
dice; paltry young blades of the City, very unfledged
juvenals! Setting my knighthood and my valor aside, if I
did swear friendship with these, I did swear to a lie. But
this is a censorious and muddy-minded world, so that,
look you, even these sprouting aldermen, these foul,
bacon-fed rogues, have fled my friendship of late, and my
reputation hath grown somewhat more murky than
Erebus. No matter! I walk alone as one that hath the
pestilence. No matter! But I grow old, I am not in the
vanward of my youth, Mistress.
(He reaches for the cup of sack that Bardolph has
poured out and holds on a tray at his elbow.)
MISTRESS QUICKLY
Indeed, I do not know what your worship will do.
FALSTAFF
(Drinks the sack down and grins in a somewhat ghostly
fashion) Faith! unless the Providence that watches over
the fall of a sparrow hath an eye to the career of Sir John
Falstaff, Knight, and so comes to my aid shortly, I must
need convert my last doublet into a mask and turn
highwayman in my shirt. I can take purses yet, ye Uzzite
comforters, as gaily as I did at Gadshill, where that scurvy
Poins, and he that is now King, and some twoscore other
knaves did afterward assault me in the dark; yet I
peppered some of them I warrant you.
BARDOLPH
You must be rid of me then, Master. I for one have no
need of a hempen collar.
FALSTAFF
(stretching himself in the chair) I, too, would be loth to
break the gallow’s back. For fear of halters, we must alter
our way of living; we must live close, Bardolph, till the wars
make us Croesuses or food for crows. And if Hal but hold
to his bias, there will be wars: I will eat a piece of my
sword, if he hath not need of it shortly. Ah, go thy ways,
tall Jack; there live not three good men in England and
one of them is fat, and grows old. We must live close,
Bardolph, we must forswear drinking and wenching! But
there is lime in this sack, you rogue, give me another cup.
(Bardolph draws and brings him another cup of sack
which he empties at one long draught.)
FALSTAFF
I pray you hostess, remember that Doll Tearsheet sups
with me tonight; have a capon of the best and be not
sparing of your wine. I will repay you, upon honor, when
we young fellows return from France, all laden with rings
and brooches and such trumperies like your Norfolkshire
pedlars at Christmas-tide. We will sack a town for you, and
bring you back the Lord Mayor’s beard to stuff you a
cushion; the Dauphin shall be your tapster yet: we will
walk on lilies, I warrant you to the tune of “hey then, up go
we.”
MISTRESS QUICKLY
Indeed, Sir, your worship is as welcome to my pantry as
the mice—a pox on them—think themselves; you are
heartily welcome. Ah, well, old Puss is dead; I had her of
Goodman Quickly these ten years since;—but I had
thought that you looked for the lady who was here but
now;—she was a roaring lion among the mice.
FALSTAFF
(with great animation) What Lady? Was it Flint the
Mercer’s wife, think you? Ah, she hath a liberal
disposition, and will, without the aid of Prince Houssain’s
carpet or the horse of Cambuscan, transfer the golden
shining pieces from her husband’s coffers to mine.
MISTRESS QUICKLY
(after due consideration) No mercer’s wife, I think. She
came with two patched footmen and smelled of gentility;—
Master Dumbleton’s father was a mercer; but he had red
hair;—she is old;—and I could never abide red hair.
FALSTAFF
No matter! I can love this lady, be she a very Witch of
Endor. Observe what a thing it is to be a proper man,
Bardolph! She hath marked me;—in public, perhaps; on
the street, it may be;—and then, I warrant you, made such
eyes! and sighed such sighs! and lain awake o’ nights,
thinking of a pleasing portly gentleman, whom, were I not
modesty’s self, I might name;—and I, all this while, not
knowing! Fetch me my book of riddles and my sonnets,
that I may speak smoothly. Why was my beard not
combed this morning? No matter, it will serve. Have I no
better cloak than this?
MISTRESS QUICKLY
(who has been looking out of the window) Come, but your
worship must begin with unwashed hands, for old
Madame Wishfor’t and her two country louts are even now
at the door.
FALSTAFF
Avaunt, minions. Avaunt! Conduct the lady hither, hostess;
Bardolph another cup of sack. We will ruffle it, lad, and go
to France all gold like Midas! Are mine eyes too red? I
must look sad, you know, and sigh very pitifully. Ah, we will
ruffle it! Another cup of sack, Bardolph;—I am a rogue if I
have drunk to-day. And avaunt! vanish! for the lady comes!
(He throws himself into what he feels is a gallant attitude,
but that is one that suggests to the audience a man
suddenly palsied trying to imitate a turkey cock and struts
to the door. The lady that enters is on the staider side of
sixty, but the years have touched her with unwonted
kindliness and her form is still unbent, her countenance,
although bloodless and deep furrowed still bears the
traces of great beauty and she is unquestionably a person
of breeding. Sir John advances to her with his peculiar
strut; indubitably he feels himself a miracle of elegance.)
FALSTAFF
See, from the glowing East, Aurora Comes! Madam permit
me to welcome you to my poor apartments; they are not
worthy....
LADY SYLVIA
I would see Sir John Falstaff, sir.
FALSTAFF
Indeed, Madam, if those bright eyes—whose glances
have already cut my poor heart into as many pieces as the
man in the front of the almanac—will but desist for a
moment from such butcher’s work and do their proper
duty, you will have little trouble in finding the bluff soldier
you seek.
LADY SYLVIA
Are you Sir John? The son of old Sir Edward Falstaff of
Norfolk?
FALSTAFF
His wife hath frequently assured me so, and to confirm her
evidence I have about me a certain villainous thirst that
did plague Sir Edward sorely in his lifetime and came to
me with his other chattels. The property I have expended
long since; but no Jew will advance me a maravedi on the
Falstaff thirst. It is a priceless commodity, not to be bought
or sold; you might as soon quench it.
LADY SYLVIA
I would not have known you, but, I have not seen you
these forty years.
FALSTAFF
Faith, Madam, the great pilferer Time hath taken away a
little from my hair, and somewhat added—saving your
presence—to my belly; and my face hath not been
improved by being the grindstone for some hundred
swords. But I do not know you.
LADY SYLVIA
I am Sylvia Vernon. And once years ago I was Sylvia
Darke.
FALSTAFF
I remember. (His voice changes, he also loses his strut as
he hands Lady Sylvia to the great chair.)
LADY SYLVIA
(after a long pause) A long time ago. Time hath dealt
harshly with us both, John;—the name hath a sweet savor.
I am an old woman now. And you?
FALSTAFF
I would not have known you. (Resentfully) What do you
here?
LADY SYLVIA
My son goes to the wars and I am come to bid him
farewell; yet I should not tarry in London for my lord is
feeble and hath constant need of me. But I, an old woman,
am yet vain enough to steal these few moments from him
who needs me, to see for the last time, mayhap, him who
once was my very dear friend.
FALSTAFF
I was never your friend, Sylvia.
LADY SYLVIA
(with a wistful smile) Ah the old wrangle. My dear and very
honored lover, then; and I am come to see him here.
FALSTAFF
Ay.... ’Tis a quiet orderly place, where I bestow my
patronage; the woman of the house had a husband once
in my company. God rest his soul! he bore a good pike. He
retired in his old age and ’stablished this tavern where he
passed his declining years, till death called him gently
away from this naughty world. God rest his soul, say I.
(aside) God wot, I cannot tell her that the rogue was
knocked over the head with a joint-stool while rifling the
pockets of a drunken roisterer!
LADY SYLVIA
And you for old memories’ sake yet aid his widow? That is
like you, John. (There is a long silence in which the
crackling of the fire can be plainly heard.) And are you
sorry that I come again, in a worse body, John, strange
and time ruined?
FALSTAFF
Sorry?... No, faith! but there are some ghosts that will not
easily bear raising and you have raised one.
LADY SYLVIA
We have summoned up no very fearful spectre, I think. At
most no worse than a pallid gentle spirit that speaks—to
me at least—of a boy and a girl who loved each other and
were very happy a great while ago.
FALSTAFF
And you come hither to seek that boy? The boy that went
mad and rhymed of you in those far off dusty years? He is
quite dead, my lady, he was drowned, mayhap in a cup of
wine; or he was slain, perchance, by some few light
women. I know not how he died. But he is quite dead, my
lady, and I had not been haunted by his ghost until to-day.
(He breaks into a fit of unromantic coughing)
LADY SYLVIA
He was a dear boy. A boy who loved a young maid very
truly; a boy that found the maid’s father too strong and
shrewd for desperate young lovers—eh, how long ago it
seems and what a flood of tears the poor maid shed at
being parted from that dear boy.
FALSTAFF
Faith! the rogue had his good points.
LADY SYLVIA
Ah, John, you have not forgotten, I know and you will
believe me that I am heartily sorry for the pain I brought
into your life.
FALSTAFF
My wounds heal easily—
LADY SYLVIA
For though my dear dead father was too wise for us, and
knew it was for the best that I should not accept your love,
believe me John, I always knew the value of it and have
held it an honor that any woman must prize.
FALSTAFF
Dear Lady, the world is not altogether of your opinion.
LADY SYLVIA
I know not of the world, for we live away from it. But we
have heard of you ever and anon; I have your life writ
letter perfect these forty years or more.
FALSTAFF
You have heard of me?
LADY SYLVIA
As a gallant and brave soldier. Of how you fought at sea
with Mowbray that was afterward Duke of Norfolk; of your
knighthood by King Richard; of how you slew the Percy at
Shrewsbury; and captured Coleville o’ late in Yorkshire;
and how the prince, that is now King, did love you above
all other men; and in fine, of many splendid doings in the
great world.
FALSTAFF
I have fought somewhat. But we are not Bevis of
Southampton; we have slain no giants. Have you heard
naught else?
LADY SYLVIA
Little else of note. But we are very proud of you at home in
Norfolk. And such tales as I have heard I have woven
together in one story; and I have told it many times to my
children as we sat on the old Chapel steps at evening and
the shadows lengthened across the lawn, and I bid them
emulate this, the most perfect knight and gallant
gentleman I have ever known. And they love you, I think,
though but by repute.
(There is another long silence, finally—)
FALSTAFF
Do you still live at Winstead?
LADY SYLVIA
Yes, in the old house. It is little changed, but there are
many changes about.
FALSTAFF
Is Moll yet with you that did once carry our letters?
LADY SYLVIA
Married to Hodge, the tanner, and dead long since.
FALSTAFF
And all our merry company? Marian? and Tom and little
Osric? And Phyllis? and Adelais? Zounds, it is like a
breath of country air to speak their names once more.
LADY SYLVIA
(She speaks in a hushed voice) All dead save Adelais and
even to me poor Adelais seems old and strange. Walter
was slain in the French wars and she hath never married.
FALSTAFF
All dead.... This same death hath a wide maw. It is not
long before you and I, my lady, will be at supper with the
worms. But you at least have had a happy life?
LADY SYLVIA
I have been content enough, but all that seems run by; for,
John, I think that at our age we are not any longer very
happy, or very miserable.
FALSTAFF
Faith! we are both old; and I had not known it, my lady
until to-day.
(Again silence. Finally Lady Sylvia rises with a start.)
LADY SYLVIA

(Download PDF) MKTG3 Asia-Pacific 3rd Edition Lamb Test Bank Full Chapter

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

(Download PDF) MKTG3 Asia-Pacific 3rd Edition Lamb Test Bank Full Chapter

Uploaded by

Copyright:

Available Formats

MKTG3 Asia-Pacific 3rd Edition Lamb

MKTG3 Asia-Pacific 3rd Edition Lamb Solutions Manual

MGMT Asia Pacific 3rd Edition Williams Test Bank

International Marketing Asia Pacific 3rd Edition

MGMT Asia Pacific 3rd Edition Williams Solutions Manual

Management Asia Pacific 6th Edition Schermerhorn Test

Management Asia-Pacific 6th Edition Samson Test Bank

MKTG2 Asia Pacific 2nd Edition McDaniel Test Bank

Management Asia Pacific 5th Edition Samson Test Bank

4. To be valuable, a segmentation scheme must produce segments that meet specific

6. Segmentation variables include demographic, psychographic, geographic and product

24. Perceptual mapping represents a technique of displaying or graphing, in two or more

25. Changing consumers’ perceptions of a brand in relation to competing brands is called

30. Customer type is a form of micro-segmentation in business markets.

3. A market is people or organisations that have:

A the ability, willingness and power to buy.

7. The purpose of market segmentation is to:

A developing more-precise definitions of customer needs and wants.

A this is the reason segmentation cannot be used by small firms.

A has a scientific technique for selecting the segmentation basis.

A No, once every five years is about average.

15. Macro-segmentation variables includes each of the following, EXCEPT

A both accessibility and responsiveness

25. If a market segment is particularly motivated to use discount coupons provided in

A Single-variable segmentation is simpler to explain and understand.

A Develop an undifferentiated strategy, because it is not a large community and she

A ethnicity and lifestyle

45. _____ segmentation is based on personality, motives, lifestyle and geo-demographics,

A life cycle segmentation

A Age cohort analysis

64. In business-to-business marketing, _____ involves dividing markets into segments

A Roy Morgan Values Segments research.

A profiling and analysing her segments.

A select segmentation descriptors.

A Product differentiation strategy

A view the total market as potentially interested in its product.

A Enhanced sales volume

92. Product positioning refers to the process of:

A less perceptually alike they are.

1. A market ____________________ is a group of individuals or organisations within a

3. Marketers use ____________________, which are characteristics of individuals, groups

4. The fifth step on the ________________ process is to select target markets.

6. The family ____________________ represents a series of phase determined by a

7. Segmenting potential customers into neighbourhood lifestyle categories is termed

8. ____________________ segmentation is market segmentation on the basis of lifestyles,

9. ____________________ segmentation is the process of grouping customers into market

13. Usage-rate segmentation divides the market by the amount of a ____________________

14. A ____________________ market refers to a group of people or organisations for which

15. An undifferentiated targeting strategy essentially adopts a ____________________

16. A ____________________ is one segment of a market.

18. ____________________ refers to the development of a specific marketing mix to

19. Product ____________________ is a positioning strategy that some companies use to

20. ____________________ is a means of displaying or graphing, in two or more

2. A major aspect of marketing is the process of identifying a market segment. What is a

3. Market segmentation is an important marketing process. Identify three ways in which

8. What is demographic segmentation?

Title: Poor Jack: A play in one act

Dubious author: James Branch Cabell

Release date: July 21, 2022 [eBook #68576]

Original publication: United States: Privately Printed, 1906

Credits: Charlene Taylor, David E. Brown, and the Online

*** START OF THE PROJECT GUTENBERG EBOOK POOR JACK:

You might also like