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Chapter 07
Segmenting, Targeting, and Finding Your Market Position
Multiple Choice Questions
1. The process of dividing a larger market into smaller groups based on meaningfully shared
characteristics is referred to as
A. mass marketing.
B. market segmentation.
C. positioning.
D. concept testing.
E. market fragmentation.
2. It has been Shelly's dream to open a bakery, and while she has experience in making all types
of baked goods, she always gets rave reviews for her hand-decorated cupcakes. So, rather
than open a bakery that offers a wide variety of baked goods, Shelly has decided to open a
specialty cupcake shop to cater to that market only. This is an example of
A. mass marketing.
B. market fragmentation.
C. repositioning.
D. market segmentation.
E. limited marketing.
7-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
3. A defined in your text, market segmentation involves dividing a larger market into smaller
market segments based on
A. meaningfully shared characteristics.
B. shopping habits.
C. potential interest in a product.
D. geographic region.
E. available sales force.
4. Market segmentation refers to
A. having regional sales forces that can market a product according to geographic area.
B. taking an overall marketing plan and dividing it into smaller campaigns based on each
product.
C. dividing a larger market into smaller groups based on meaningfully shared characteristics.
D. redesigning or repositioning a product so it meets the needs of a target market.
E. marketing a product so that each and every consumer can get value from it.
5. Market segmentation produces relatively homogenous groups of consumers called
A. consumer segments.
B. consumer targets.
C. market sectors.
D. consumer clusters.
E. market segments.
7-2
6. Market segments are
A. the various types of advertising and promotional campaigns used to sway consumer
interest in a product.
B. relatively homogenous groups of consumers that result from the segmentation process.
C. the different geographical areas in which a product must be marketed differently.
D. the two buying groups: those that have never purchased a firm's product, and those that
are potential repeat customers.
E. relatively heterogeneous groups of consumers that result from the segmentation process.
7. Read the following statements to select the choice that is NOT true of market segmentation.
A. Market segmentation helps firms define the needs and wants of the customers who are
most interested in buying the firm's products.
B. Market segmentation helps firms design specific marketing strategies for the
characteristics of specific segments.
C. Market segmentation identifies which products will be profitable and which ones are not
worth pursuing.
D. Market segmentation helps firms decide how to allocate their marketing resources in a
way that maximizes profit.
E. Market segmentation results in identifying the relatively homogenous groups of consumers

that a firm can market its product to.
7-3
8. Which of the following is NOT one of the broad segmentation bases outlined in your text that
can be used to segment a market?
A. demographic
B. demand
C. geographic
D. psychographic
E. behavioral
9. What are the two most commonly used demographic variables used by marketers?
A. age and income
B. gender and income
C. education and family size
D. age and gender
E. family size and age
10. Demographic segmentation divides markets by
A. geographic location.
B. characteristics such as age, gender, and income.
C. characteristics such as loyalty and price sensitivity.
D. consumer attitudes.
E. psychological traits.
7-4
11. One of the most important sources of demographic information for marketers, which of the
following provides free information on data such as how households are segmented by race,
education, age, and occupation?
A. ACNielsen Company
B. Consumer Reports
C. the Social Security Administration
D. the U.S. Census Bureau
E. the U.S. Bureau of Labor Statistics
12. Clif Bar & Company, makers of energy and nutrition bars, expanded their product line to
include Clif Kid Z Bars. These bars are specifically designed to provide the right kind of
nutrition for growing children. For this product, Clif Bar & Company is segmenting the market
based on
A. lifestyle.
B. customer convenience.
C. motivation.
D. gender.
E. age.
13. Marketers particularly target older Americans because
A. they tend to have more time and money than other consumers.
B. they tend to pay more attention to advertisements than other consumers.
C. they tend to be more educated than other consumers.
D. there are more products available to that age group.
E. they purchase products not only for themselves, but also for their family members.
7-5
14. Which of the following is a demographic segmentation variable?
A. lifestyle
B. motivation
C. gender
D. market size
E. population shifts
15. Quentin is a realtor selling high-end homes priced over $750,000. Before showing a property
to prospective clients, Quentin makes sure they are pre-qualified for a home loan
commensurate with the price of the house. This pre-qualification is based mainly on the
client's income, which is what type of segmentation variable?
A. demographic
B. psychographic
C. behavioral
D. financial
E. geographic
16. American households that have between $100,000 and $250,000 in investable assets are one
of the fastest growing segments in the United States and are referred to as
A. ultra-rich.
B. the well-to-dos.
C. the massively wealthy.
D. ultra-prosperous.
E. mass affluent.
7-6
17. Contractors that advertise the ability to turn home attics or the space above a garage into
living areas are most likely targeting their market based on the demographic variable of
A. income.
B. gender.
C. family size.
D. usage rate.
E. neighborhoods.
18. Segmentation based on where prospective consumers live, work, and spend their leisure time
is referred to as
A. regional segmentation.
B. demographic segmentation.
C. residential segmentation.
D. geographic segmentation.
E. proximity segmentation.
19. Free-standing areas with a core urban population of at least 50,000 are what the U.S. Census
Bureau calls
A. metropolitan statistical areas.
B. urban numerical areas.
C. major cities.
D. metropolitan districts.
E. urban statistical areas.
7-7
20. The fact that you see a Starbucks on practically every corner would indicate that Starbucks is
most likely geographically segmenting based on
A. market size.
C. population shifts.
D. income.
E. lifestyle.
21. According to the 2010 U.S. Census, which is the only southern state that lost seats in the
House of Representatives due to population shifts out of the state?
A. Texas
B. Arizona
C. Florida
D. South Carolina
E. Louisiana
22. Psychographic segmentation refers to the science of segmenting markets based on
A. consumers' opinions and interests.
B. psychology and demographics.
C. behavior and demographics.
D. consumers' income and behavior.
E. psychology and geography.
7-8
23. When marketers segment based on psychographics, the market is divided into groups
according to
A. a consumer's income and interest in the product.
B. how consumers act toward products.
C. how convenient the product is for the consumer.
D. the reason why the consumer made the purchase.
E. family size and marital status.
24. A psychographic segmentation variable that divides people into groups based on their opinion
and the interests and activities they pursue is called
A. behavioral segmentation.
B. socioeconomic segmentation.
C. psychological segmentation.
D. social segmentation.
E. lifestyle segmentation.
25. Stores like Cabela's, REI, and Bass Pro Shops that cater to outdoor enthusiasts' most likely
use what type of segmentation strategy?
A. psychographic segmentation
B. socioeconomic segmentation
C. demographic segmentation
D. geographic segmentation
E. behavioral segmentation
7-9
26. The VALS framework classifies adults into eight psychographic groups: Innovators, Thinkers,
Believers, Achievers, Strivers, Experiencers, Makers, and
A. Creators.
B. Survivors.
C. Seekers.
D. Fighters.
E. Skeptics.
27. According to the VALS framework, why different consumer groups exhibit different behaviors
or why different consumer groups exhibit the same behaviors for different reasons is based
on
A. opinion and interests.
B. lifestyle and income.
C. motivation and resources.
D. opinion and resources.
E. motivation and desire.
28. Behavioral segmentation divides consumers according to
A. consumers' opinion and interests.
B. how consumers behave with or act towards products.
C. customer convenience and market size.
D. the various lifestyles of the consumer.
E. how motivated and how many resources a consumer has.
7-10
29. Which of the following is a behavioral segmentation variable?
A. population shifts
B. customer convenience
C. family size
D. usage rate
E. lifestyle
30. The 80/20 rule is a theory that suggests that
A. 80 percent of a firm's profits is generated from 20 percent of its product line.
B. 80 percent of a firm's products are marketed to only 20 percent of the population.
C. 20 percent of the total demand for products comes from 80 percent of the target market.
D. 20 percent of a firm's products are never marketed to 80 percent of consumers.
E. 20 percent of heavy users account for 80 percent of the total demand.
31. According to your text, the segmentation base that is often the most difficult to use is
B. geographic segmentation.
C. lifestyle segmentation.
D. psychographic segmentation.
E. demographic segmentation.
7-11
32. Business-to-business firms generally segment their markets according to what three
variables?
A. market size, customer convenience, and usage rate
B. demographic, geographic, and psychographic
C. demographic, geographic, and behavioral
D. price sensitivity, usage rate, and region
E. profit potential, price sensitivity, and demand
33. What type of business-to-business segmentation allows B2B marketers to segment based on
purchasing patterns, supplier requirements, and technological orientation?
A. behavioral
B. geographic
C. demographic
D. lifestyle
E. psychographic
34. Read the following statements to select which one is accurate regarding the use of social
media in market segmentation.
A. Social media is not very helpful in segmenting markets, but it can be a useful tool for
marketers once the market has already been segmented.
B. By segmenting the market by those who are active on social media, companies can
connect with a larger and more diverse consumer base.
C. Social media is most helpful in reaching out to older Americans and senior citizens.
D. As of yet, social media has not been proven to be an effective tool for segmenting markets.
E. As compared to traditional segmenting techniques, it is easier to know exactly how to

engage consumers on social networking sites.
7-12
35. Which of the following is NOT characteristic of gathering the information needed to engage in
international market segmentation?
A. Obtaining the information required to segment international markets is both costly and
difficult.
B. The information needed to segment international markets may be hard to come by.
C. Not all countries collect or classify their data in the same way.
D. Social media sites and the Internet have made it possible to collect all the information
needed to segment international markets.
E. It is practically impossible to compare the data received across nations in order to form a
segment.
36. Firms typically segment international markets using three general bases: global, regional,
and
A. national.
B. cultural.
C. political.
D. economic.
E. unique.
37. As it pertains to international segmentation, global segmentation refers to identifying
A. products that can be marketed in the same way across the globe.
B. similar patterns in cultures that can be used to segment a market.
C. a group of consumers with common needs and wants that spans the entire globe.
D. products that will have a global appeal.
E. markets that will be favorable for exporting products internationally.
7-13
38. Which international segmentation base usually results in market segments made up of young
people, those that have more money to spend, or those with access to the Internet?
A. global
B. cultural
C. national
D. regional
E. unique
39. As it pertains to international segmentation, unique segmentation is used when
A. a firm can identify a group of consumers with common needs and wants that spans the
entire globe.
B. the similarity in needs and wants only extends across the region or several countries.
C. the similarity in needs and wants exists within one country.
D. a product offering has market appeal in several countries.
E. a product offering has market appeal only in English-speaking regions.
40. To be effective, segmentation should create market segments that rate favorably on various
criteria. Which of the following is NOT one of the criteria outlined in your text?
A. substantial
B. variable
C. measurable
D. accessible
E. actionable
7-14
41. Which market segment criteria refers to the fact that segments must be large enough for the
firm to make a profit by serving them?
A. substantial
B. differentiable
C. measurable
D. accessible
E. actionable
42. When it comes to criteria for segmenting markets, it is important that the size and purchasing
power of a market segment should be clearly identified. In other words, it should be
A. identifiable.
B. differentiable.
C. measurable.
D. accessible.
E. actionable.
43. An auto insurance company segmented its market by both gender and age, and designed
different marketing campaigns to appeal to both. In the end, both segments responded the
same to the different marketing strategies, in part, because both segments are required to
have auto insurance. This firm failed to understand the criteria of market segments needing
to be
A. substantial.
B. differentiable.
C. measurable.
D. accessible.
E. actionable.
7-15
44. What does the criteria accessible mean regarding market segments?
A. Segments must be large enough for the firm to make a profit by serving them.
B. The size and purchasing power of the segment should be clearly identified.
C. Marketers should develop strategies that can attract a market to its products.
D. Markets should be clearly identified with appropriate strategies developed for each.
E. Marketers must be able to reach and serve the segment.
45. When a firm is reasonably certain that its marketing mix can inform consumers about the
product, how it adds value to the consumer, and ultimately how to purchase it, then the firm
rates favorably on which market segment criteria?
A. substantial
B. differentiable
C. actionable
D. accessible
E. measurable
46. When a company evaluates each market segment to determine which segment or segments
present the most attractive opportunity to maximize sales, it is engaged in
A. positioning.
B. targeting.
C. segmenting.
D. situation analysis.
E. repositioning.
7-16
47. Carson has opened up a new sports bar/restaurant in town. He has determined that his
market segments are (1) students from the nearby college campus, (2) families with small
children, and (3) young adult males. Carson now has to determine which of these segments
will provide him with the best opportunity to maximize sales. The process of doing this is
referred to as
A. targeting.
B. positioning.
C. segmenting.
D. marketing.
E. repositioning.
48. The group of customers toward which an organization has decided to direct its marketing
efforts is called its
A. marketing segment.
B. primary segment.
C. primary market.
D. target market.
E. target sector.
7-17
49. After Carson opened up his new sports bar/restaurant, he determined that students from the
nearby college campus will provide him with the best opportunity to maximize sales, so he is
concentrating his marketing efforts on this group which will be his
B. primary segment.
C. primary market.
D. target market.
E. target sector.
50. According to your text, when selecting a target market, firms should consider three important
factors: growth potential, level of competition, and
A. proximity to the market.
B. strategic fit.
C. profitability timeframe.
D. cultural factors.
E. economic conditions.
7-18
51. What can be said of the level of competition when selecting a target market?
A. The more intense the competition within a segment, the more attractive it is to marketers.
B. The more competitors there are within a segment, the less of a chance there is for price
wars.
C. The more competitors there are within a segment, the less a company will have to spend
to reach out to consumers.
D. A market segment is less attractive to marketers if there are only a few competitors for
that segment.
E. The more competitors there are, the more a firm will have to invest in promotion to
increase market share.
52. What factor of the targeting process is at work when a marketer ensures that the target
market is appropriate for what the organization is and wants to be as defined in its mission
statement?
A. growth potential
B. strategic fit
C. cultural awareness
D. organizational fit
E. segment harmony
7-19
53. According to your text, what tool provides an excellent framework to determine if a firm will
be successful targeting a specific segment?
A. a SWOT analysis
B. Maslow's hierarchy of needs
C. a perceptual map
D. a positioning map
E. a segmentation analysis
54. Which of the following represents the three basic strategies for targeting markets?
A. primary targeting, secondary targeting, and specialized marketing
B. targeting by product, targeting by price, and targeting by customer
C. demographic targeting, geographic targeting, and psychographic targeting
D. undifferentiated targeting, differentiated targeting, and niche marketing
E. print advertising, sales promotion, and public relations
55. Undifferentiated targeting is a strategy that
A. approaches the marketplace as one large segment.
B. simultaneously pursues several different market segments with a different strategy for
each.
C. involves pursuing a large share of a small market.
D. uses a different marketing strategy for each segment.
E. markets the same product to multiple regions.
7-20
56. The potential savings in developing and marketing the product is the major advantage of
A. a differentiated targeting strategy.
B. a geographic targeting strategy.
C. a niche marketing strategy.
D. a specialized marketing strategy.
E. an undifferentiated targeting strategy.
57. What type of targeting strategy works with uniform products for which the firm can develop a
single marketing mix that satisfies the needs of all customers?
A. an undifferentiated targeting strategy
B. a geographic targeting strategy
C. a niche marketing strategy
D. a concentrated marketing strategy
E. a differentiated targeting strategy
58. Firms that market the same product to multiple regions with different preferences may need
to tweak the product to ensure that it meets a need unique to each segment. This represents
what type of targeting strategy?
D. a differentiated marketing strategy
E. a concentrated targeting strategy
7-21
59. Rico's firm manufactures homemade salsa. His product is sold around the country, but he
adds extra jalapenos to his product sold in Texas, New Mexico, and Arizona because those
customers prefer the extra heat and spice. Rico also markets the product differently based on
the region of the country where it is sold. This represents what type of targeting strategy?
A. niche
B. differentiated
C. undifferentiated
D. geographic
E. concentrated
60. A firm marketing its product in the United States and abroad may have to tweak the product
for its international customers and as such may have to market it differently. What type of
targeting strategy would work best for this situation?
A. differentiated
B. niche
C. undifferentiated
D. geographic
E. concentrated
61. A targeting strategy that involves pursuing a large share of a small market segment is
referred to as
A. differentiated targeting.
B. niche marketing.
C. undifferentiated targeting.
D. geographic targeting.
E. lifestyle marketing.
7-22
62. College Prep Tutors is a business that tutors high-school students who are preparing to take
the ACT test as part of their college entrance requirements. Because it possesses a unique
offering that is desirable to a specific market, College Prep Tutors would most likely use what
type of target market strategy?
A. differentiated targeting
B. lifestyle marketing
C. undifferentiated targeting
D. mass marketing
E. niche marketing
63. Read the following and select which one best represents a growing ethical concern in
targeting certain market segments.
A. Miller Brewing Company targeting its beer product line to sporting fans
B. Abercrombie and Fitch targeting tweens with sexualized clothing
C. Lane Bryant targeting clothing for plus-sized women
D. Sears giving discounts to military, fire, and police personnel
E. Skype.com targeting older Americans as a way to connect with their grandchildren
64. The activities a firm undertakes to create a certain perception of its product in the eyes of the
target market is referred to as
A. segmenting.
B. targeting.
C. conceptualizing.
D. positioning.
E. categorizing.
7-23
65. According to your text, positioning assumes that consumers
A. will always want to pay the lowest price possible for a product.
B. are followers and will only buy products that appeal to their friends as well.
C. will compare goods and services on the basis of benefits.
D. are innovators and will always want the latest and most innovative products.
E. will make up their own minds about a product, regardless of how it is marketed.
66. The first step marketers should take when deciding how best to position their product is to
A. clearly define its competitive advantage.
B. analyze competitors' positions.
C. evaluate consumer feedback.
D. define the product attributes that make it unique.
E. determine what market segments will be interested in the product.
67. Regarding positioning a product, when is competitive analysis most important?
A. when competitors all appear to offer a similar good or service
B. when a product is unique compared to what other firms are offering
C. when selecting a target market for a product
D. when determining how to segment the market
E. when competitors all appear to offer lower priced options
7-24
68. The competitive analysis tool that creates a visual picture of where products are located in
consumers' minds is called a
A. positioning map.
B. perceptual map.
C. conceptual map.
D. marketing map.
E. competitive map.
69. An advantage to using a perceptual map is that it
A. it is the quickest way to determine market segments.
B. shows how other companies are marketing their products.
C. can highlight potential market positions that might be underserved.
D. shows which products of a firm are most profitable.
E. shows the firms strengths, weaknesses, opportunities and threats.
70. The second step in deciding how best to position a product is to
A. analyze competitors' positions.
B. evaluate consumer feedback.
C. assess the product's profit potential.
D. conduct test marketing on the product.
E. clearly define the product's competitive advantage.
7-25
71. Both Sam's Club and Costco have positioned themselves as providing a variety of items to
shoppers at prices lower than retail stores. These stores have positioned themselves based
on
A. application.
B. attributes.
C. product knowledge.
D. price/quality relationship.
E. personalized sales support.
72. When highlighting a product's competitive advantage based on attributes, a firm will
A. show how its product is priced lower than the competition.
B. show how its product use can be advantageous to the customer.
C. concentrate on the unique aspects of the product that sets it apart from the competition.
D. develop a relationship with the target market that will enhance the product's brand.
E. remind customers the value of the product received in comparison to its price.
73. According to your text, what step in deciding how to position a product should be done on a
continual basis since consumer tastes change for almost every product?
A. evaluate feedback
B. analyze competitors positions
C. review the perceptual map
D. define the product's competitive advantage
E. undergo market segmentation
7-26
74. A succinct description of the core target market to which a product is directed and a
compelling picture of how the firm wants that core market to view the product is called a
A. mission statement.
B. marketing plan.
C. positioning statement.
D. vision statement.
E. business plan.
75. Today's health conscious society has caused cereal manufacturers to rethink their products.
Now many cereals such as Frosted Flakes are being marketed as being healthier because
they are made with whole grains and have less sugar. This is an example of
A. repositioning.
B. remarketing.
C. remanufacturing.
D. resegmenting.
E. retargeting.
Fill in the Blank Questions
76. Dividing a larger market into smaller groups based on meaningful shared characteristics is a
process referred to as ________.
________________________________________
7-27
77. _______ are the relatively homogenous groups of consumers that result from the
segmentation process.
________________________________________
78. Market segmentation helps firms in three ways: by helping to define the needs and wants of
the customers most interested in buying the firm's products, by helping to design the specific
marketing strategies for the specific segments, and by _______.
________________________________________
79. When companies divide markets using characteristics such as age, gender, income,
education, and family size, they are segmenting the market by _______.
________________________________________
80. Marketers are particularly interested in segmenting older Americans because they typically
have two things that most of their younger counterparts do not: _______.
________________________________________
81. When it comes to segmenting markets based on income, the group of American households
that have between $100,000 and $250,000 in investable assets and is one of the fastest
growing segments in the U.S. is referred to as _______.
________________________________________
82. A department store that sells ski equipment in Colorado understands the importance of
_______ segmentation.
________________________________________
7-28
83. Market size, customer convenience and population shifts are all factors related to _______
segmentation.
________________________________________
84. Figures from the 2010 Census illustrated a shifting population in the United States with
_______ states growing substantially compared to the rest of the country.
________________________________________
85. The science of using psychology and demographics to segment consumers is called _______.
________________________________________
86. The market is divided into groups according to the reason the consumer made the purchase
when marketers segment based on _______.
________________________________________
87. Stores such as Bass Pro Shops focus their attention on consumers who like to fish, hunt, and
pursue other outdoor activities. This represents the form of segmentation called _______.
________________________________________
88. The VALS framework measures two dimensions: _______ and _______.
________________________________________
89. The VALS framework identifies three primary motivations: ideals, achievement, and _______.
________________________________________
7-29
90. Variables such as occasions, loyalty, and usage rate are all related to _______ segmentation.
________________________________________
91. It is important for many firms to identify their heavy users because of the rule that 20 percent
of heavy users account for _______ percent of the total demand.
________________________________________
92. _______ segmentation is often the most difficult to use because it is not only expensive but
also time-consuming.
________________________________________
93. In a B2B market, _______ segmentation might be the most beneficial because it allows
marketers to segment based on purchasing patterns, supplier requirements, and
technological orientation.
________________________________________
94. When a company seeks consumers who are active users of Facebook and Twitter, this is an
example of how _______ can be used as a market segmentation strategy.
________________________________________
95. _______ segmentation information, which is typically easy to acquire, may be slow in coming
or completely unavailable in international markets.
________________________________________
7-30
96. Firms typically segment international markets using three general bases: global, regional, and
_______.
________________________________________
97. _______ is used when the firm can identify a group of consumers with common needs and
wants that spans the entire globe.
________________________________________
98. Firms will often use a _______ segmentation strategy when they want to capitalize on the
financial savings of global segmentation but still adjust for local customs and culture.
________________________________________
99. When the similarity in needs and wants exists only within one country, a _______
segmentation strategy will be used.
________________________________________
100.The market segment criteria stating that market segments must be large enough for the firm
to make a profit by serving them is _______.
________________________________________
101.When marketers ensure that market segments will not respond the same to different
marketing strategies, they understand that market segments should be _______.
________________________________________
7-31
102.If a market segment is _______, a firm should be reasonably certain that its marketing mix
can inform consumers about the product, how it adds value to the consumer, and ultimately
how to purchase it.
________________________________________
103._______ occurs when marketers evaluate each market segment and determine which
segment or segments present the most attractive opportunity to maximize sales.
________________________________________
104.The more intense the competition within a segment, the _______ attractive it is to marketers.
________________________________________
105.Marketers concerned about ________ when selecting a target market may use a SWOT
analysis to determine if the firm will be successful targeting a specific segment.
________________________________________
106.The major advantage of a(n) _______ targeting strategy is the potential savings in developing
and marketing the product.
________________________________________
107.A company that sells beef sandwiches across the country makes the sandwich with green
chilies and jalape–os in the Southwestern states, but makes it with green peppers in the
Northeastern states. This is an example of a(n) _______ targeting strategy.
________________________________________
7-32
108.Consumers of _______ marketing products typically have very specialized needs and will pay
higher prices to meet those needs.
________________________________________
109.The ethical implications of targeting some market segments can be seen when marketers at
Abercrombie and Fitch began marketing clothes with sexualized characteristics to _______.
________________________________________
110._______ assumes that consumers compare goods and services on the basis of benefits.
________________________________________
111.A _______ is a competitive analysis tool that creates a visual picture of where products are
located in consumers' minds.
________________________________________
112.The second step in deciding how to best position a product is to clearly define the firm's
_______.
________________________________________
113.Consumer tastes for everything change from time to time, which is why it is important to
evaluate customer _______ when deciding how to best position a product.
________________________________________
7-33
114.A succinct description of the core target market to which a product is directed and a
compelling picture of how the firm wants that core market to view the product is referred to
as a _______.
________________________________________
115._______ typically involves changing one or more marketing mix elements, often product or
promotion.
________________________________________
True / False Questions
116.The process of dividing a larger market into smaller groups based on meaningfully shared
characteristics is called positioning.
True False
117.Market segmentation helps firms decide how to allocate their marketing resources in a way
that maximizes profit.
True False
118.The four broad segmentation bases that marketers use to divide the market into segments
are: substantial, measurable, differentiable, and accessible.
True False
7-34
119.Marketers particularly target younger consumers because compared to the rest of the
population, they typically have more time and money.
True False
120.Consumers who have between $100,000 and $250,000 in investable assets are termed mass
affluent and are one of the fastest growing segments in the United States.
True False
121.Market size, customer lifestyles, and population shifts are all important geographic
segmentation tools.
True False
122.The 2010 Census showed that the only southern state that lost seats in the House of
Representatives was Louisiana.
True False
123.When marketers segment based on psychographics, the market is divided into groups
according to the reason the consumer made the purchase.
True False
124.The two dimensions of the VALS framework, needs and wants, helps to explain why different
consumer groups exhibit different behaviors, and why different consumer groups often
exhibit the same behaviors for different reasons.
True False
7-35
125.Psychographic segmentation involves categorizing customers based on what they actually do
with their goods and services.
True False
126.Behavioral segmentation is often the most difficult of the four segmentation bases to use.
True False
127.Social media outlets like Facebook are not generally helpful in segmenting markets because
of the wide variety of people who utilize this type of technology.
True False
128.Global segmentation usually results in market segments made up of young people, those that
have money to spend, or those with access to the Internet.
True False
129.Unique segmentation is used when the similarity in needs and wants only extends across the
region or several countries.
True False
130.One of the criteria for segmenting a market is that the market should be actionable, meaning
that a firm should be reasonably certain that its marketing mix can inform consumers about
the product, how it adds value to the consumer, and ultimately how to purchase it.
True False
7-36
131.Firms should consider three important factors during the targeting process: growth potential,
level of competition and strategic fit.
True False
132.In an undifferentiated targeting strategy, a firm can approach all consumers with the same
product offering and marketing mix.
True False
133.The major advantage of a differentiated targeting strategy is the potential savings in

developing and marketing the product.
True False
134.Regardless of what target marketing strategy firms use, they must keep in mind the growing
ethical concerns around targeting some market segments, in particular children, non-native
language speakers, and the elderly.
True False
135.As it relates to marketing, segmenting and positioning are essentially the same thing.
True False
136.A perceptual map is a competitive analysis tool that creates a visual picture of where
products are located in consumer's minds.
True False
7-37
137.A firm that uses a price/quality relationship to highlight its competitive advantage will
negotiate discounts from wholesalers and keep distribution costs low so it can pass the
savings on to its customers.
True False
138.Firms can choose to promote one or multiple competitive advantages, as long as they can
clearly articulate those advantages to their target market.
True False
139.A successful positioning statement should include the competitive advantages of the
product.
True False
140.Repositioning refers to re-segmenting a target market that failed to produce enough buyers
for a product.
True False
7-38
Chapter 07 Segmenting, Targeting, and Finding Your Market Position
Answer Key
Multiple Choice Questions
characteristics is referred to as
A. mass marketing.
B. market segmentation.
C. positioning.
D. concept testing.
E. market fragmentation.
Market segmentation is the process of dividing a larger market into smaller groups based
on meaningfully shared characteristics.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 07-01 Explain the importance of effective market segmentation.
Topic: Market Segmentation
7-39
2. It has been Shelly's dream to open a bakery, and while she has experience in making all
types of baked goods, she always gets rave reviews for her hand-decorated cupcakes. So,
rather than open a bakery that offers a wide variety of baked goods, Shelly has decided to
open a specialty cupcake shop to cater to that market only. This is an example of
A. mass marketing.
B. market fragmentation.
C. repositioning.
D. market segmentation.
E. limited marketing.
Rather than trying to offer a menu where every potential consumer can find something,
Shelly has chosen to segment the market and provide the best possible product to her
target market.
AACSB: Reflective Thinking

Blooms: Apply
Difficulty: 3 Hard
7-40
3. A defined in your text, market segmentation involves dividing a larger market into smaller
market segments based on
A. meaningfully shared characteristics.
B. shopping habits.
C. potential interest in a product.
D. geographic region.
E. available sales force.

Blooms: Understand
Difficulty: 2 Medium
4. Market segmentation refers to
A. having regional sales forces that can market a product according to geographic area.
B. taking an overall marketing plan and dividing it into smaller campaigns based on each
product.
C. dividing a larger market into smaller groups based on meaningfully shared

characteristics.
D. redesigning or repositioning a product so it meets the needs of a target market.
E. marketing a product so that each and every consumer can get value from it.
7-41
Blooms: Understand
5. Market segmentation produces relatively homogenous groups of consumers called
A. consumer segments.
B. consumer targets.
C. market sectors.
D. consumer clusters.
E. market segments.
Market segments are the relatively homogenous groups of consumers that result from the
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-42
6. Market segments are
A. the various types of advertising and promotional campaigns used to sway consumer
interest in a product.
B. relatively homogenous groups of consumers that result from the segmentation process.
C. the different geographical areas in which a product must be marketed differently.
D. the two buying groups: those that have never purchased a firm's product, and those
that are potential repeat customers.
E. relatively heterogeneous groups of consumers that result from the segmentation

process.
Market segments are the relatively homogenous groups of consumers that result from the
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-43
7. Read the following statements to select the choice that is NOT true of market
segmentation.
A. Market segmentation helps firms define the needs and wants of the customers who
are most interested in buying the firm's products.
B. Market segmentation helps firms design specific marketing strategies for the
characteristics of specific segments.
C. Market segmentation identifies which products will be profitable and which ones are
not worth pursuing.
D. Market segmentation helps firms decide how to allocate their marketing resources in a
E. Market segmentation results in identifying the relatively homogenous groups of

consumers that a firm can market its product to.
on meaningfully shared characteristics. This process has many benefits for a firm, but it
cannot determine which products will be profitable or which ones should not be pursued.

Blooms: Analyze
Difficulty: 3 Hard
7-44
8. Which of the following is NOT one of the broad segmentation bases outlined in your text
that can be used to segment a market?
A. demographic
B. demand
C. geographic
D. psychographic
E. behavioral
The four broad bases used to segment a consumer market are geographic segmentation,
demographic segmentation, behavioral segmentation, and psychographic segmentation.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 07-02 Describe the four bases for segmenting markets.
Topic: Segmentation Bases
9. What are the two most commonly used demographic variables used by marketers?
A. age and income
B. gender and income
C. education and family size
D. age and gender
E. family size and age
Because they are often the easiest to identify, age and gender are the most commonly
used demographic variables used by marketers.

Blooms: Understand
7-45
10. Demographic segmentation divides markets by
A. geographic location.
B. characteristics such as age, gender, and income.
C. characteristics such as loyalty and price sensitivity.
D. consumer attitudes.
E. psychological traits.
Demographic segmentation divides markets by characteristics such as age, gender,

income, education, and family size.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-46
11. One of the most important sources of demographic information for marketers, which of the
following provides free information on data such as how households are segmented by
race, education, age, and occupation?
A. ACNielsen Company
B. Consumer Reports
C. the Social Security Administration
D. the U.S. Census Bureau
E. the U.S. Bureau of Labor Statistics
Small businesses and other organizations often have a very limited marketing research
budget. For them, websites like www.census.gov, which provide large amounts of market
information for free, are an increasingly valuable tool.

Blooms: Understand
7-47
12. Clif Bar & Company, makers of energy and nutrition bars, expanded their product line to
include Clif Kid Z Bars. These bars are specifically designed to provide the right kind of
nutrition for growing children. For this product, Clif Bar & Company is segmenting the
market based on
A. lifestyle.
C. motivation.
D. gender.
E. age.
Age is an especially valuable segmentation tool and marketers have had success in
targeting young consumers.

Blooms: Apply
Difficulty: 3 Hard
7-48
13. Marketers particularly target older Americans because
A. they tend to have more time and money than other consumers.
B. they tend to pay more attention to advertisements than other consumers.
C. they tend to be more educated than other consumers.
D. there are more products available to that age group.
E. they purchase products not only for themselves, but also for their family members.
Age is an especially valuable segmentation tool in areas such as food, housing, and health
care because older Americans spend significantly more than younger consumers. In
addition, older consumers typically have two things that most of their younger
counterparts do not: time and money.

Blooms: Understand
7-49
14. Which of the following is a demographic segmentation variable?
A. lifestyle
B. motivation
C. gender
D. market size
E. population shifts
Gender, along with age, income, family size and marital status is a demographic
segmentation variable. Marketers are expanding beyond traditional gender segmentation
as new trends shift marketing dollars away from male- or female-oriented marketing to try
to appeal to both genders.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-50
15. Quentin is a realtor selling high-end homes priced over $750,000. Before showing a
property to prospective clients, Quentin makes sure they are pre-qualified for a home loan
commensurate with the price of the house. This pre-qualification is based mainly on the
client's income, which is what type of segmentation variable?
A. demographic
B. psychographic
C. behavioral
D. financial
E. geographic
Income is a demographic segmentation variable and is valuable information for marketers

to know since income affects consumers' ability to buy goods and services.

Blooms: Apply
Difficulty: 3 Hard
7-51
16. American households that have between $100,000 and $250,000 in investable assets are
one of the fastest growing segments in the United States and are referred to as
A. ultra-rich.
B. the well-to-dos.
C. the massively wealthy.
D. ultra-prosperous.
E. mass affluent.
Mass affluents are one of the fastest growing segments in the United States. They have
between $100,000 and $250,000 in investable assets.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-52
17. Contractors that advertise the ability to turn home attics or the space above a garage into
living areas are most likely targeting their market based on the demographic variable of
A. income.
B. gender.
C. family size.
D. usage rate.
E. neighborhoods.
In recent years, the size of families living under one roof has increased as more college-
age students move back home and more adult couples take care of their elderly parents.
Marketers at major U.S. homebuilders hope to appeal to these larger family units by
building and promoting houses that come with additional rooms or garage apartments with
a separate entrance.
AACSB: Analytic
Blooms: Apply
Difficulty: 3 Hard
7-53
18. Segmentation based on where prospective consumers live, work, and spend their leisure
time is referred to as
A. regional segmentation.
B. demographic segmentation.
C. residential segmentation.
D. geographic segmentation.
E. proximity segmentation.
Geographic segmentation divides markets into groups such as nations, regions, states,
and neighborhoods.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
19. Free-standing areas with a core urban population of at least 50,000 are what the U.S.
Census Bureau calls
A. metropolitan statistical areas.
B. urban numerical areas.
C. major cities.
D. metropolitan districts.
E. urban statistical areas.
The U.S. Census Bureau divides cities and urbanized areas into Metropolitan Statistical
Areas (MSAs), which are free-standing areas with a core urban population of at least
50,000.
AACSB: Analytic
7-54
Blooms: Remember
Difficulty: 1 Easy
20. The fact that you see a Starbucks on practically every corner would indicate that
Starbucks is most likely geographically segmenting based on
A. market size.
C. population shifts.
D. income.
E. lifestyle.
Segmenting by geography allows marketers to capitalize on convenience to the customer.

Starbucks has been successful in locating its stores in convenient geographic locations.

Blooms: Apply
Difficulty: 3 Hard
7-55
21. According to the 2010 U.S. Census, which is the only southern state that lost seats in the
House of Representatives due to population shifts out of the state?
A. Texas
B. Arizona
C. Florida
D. South Carolina
E. Louisiana
After Hurricane Katrina, New Orleans lost 29 percent of its residents, making the state of
Louisiana the only southern state to lose seats in the House of Representatives.
Marketers must be aware of these population shifts to understand where and why
potential customers are moving.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
22. Psychographic segmentation refers to the science of segmenting markets based on
A. consumers' opinions and interests.
B. psychology and demographics.
C. behavior and demographics.
D. consumers' income and behavior.
E. psychology and geography.
The science of using psychology and demographics to segment consumers is referred to

as psychographic segmentation.
AACSB: Analytic
7-56
Blooms: Remember
Difficulty: 1 Easy
according to
A. a consumer's income and interest in the product.
B. how consumers act toward products.
C. how convenient the product is for the consumer.
D. the reason why the consumer made the purchase.
E. family size and marital status.
When marketers segment based on psychographics, the market is divided into groups
according to the reason the consumer made the purchase. Salespeople who highlight
specific features of their product based on an understanding of individual consumer
motivations increase the likelihood of a sale because the features highlighted are more
likely to match the customer's specific needs and wants.

Blooms: Understand
7-57
24. A psychographic segmentation variable that divides people into groups based on their
opinion and the interests and activities they pursue is called
B. socioeconomic segmentation.
C. psychological segmentation.
D. social segmentation.
E. lifestyle segmentation.
Lifestyle segmentation divides people into groups based on their opinions and the
interests and activities they pursue.

Blooms: Understand
25. Stores like Cabela's, REI, and Bass Pro Shops that cater to outdoor enthusiasts' most
likely use what type of segmentation strategy?
A. psychographic segmentation
B. socioeconomic segmentation
C. demographic segmentation
D. geographic segmentation
E. behavioral segmentation
interests and activities they pursue and is a type of psychographic segmentation.

Blooms: Apply
7-58
Difficulty: 3 Hard
26. The VALS framework classifies adults into eight psychographic groups: Innovators,
Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and
A. Creators.
B. Survivors.
C. Seekers.
D. Fighters.
E. Skeptics.
VALS classifies adults on the basis of their responses to 34 attitudinal and 4 demographic
questions into 8 psychographic groups: Innovators, Thinkers, Believers, Achievers, Strivers,
Experiencers, Makers, and Survivors.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-59
27. According to the VALS framework, why different consumer groups exhibit different
behaviors or why different consumer groups exhibit the same behaviors for different
reasons is based on
A. opinion and interests.
B. lifestyle and income.
C. motivation and resources.
D. opinion and resources.
E. motivation and desire.
VALS measures two dimensions: primary motivation and resources. How motivation and
resources combine explains why different consumer groups exhibit different behaviors,
and why different consumer groups often exhibit the same behaviors for different reasons.

Blooms: Understand
28. Behavioral segmentation divides consumers according to
A. consumers' opinion and interests.
B. how consumers behave with or act towards products.
C. customer convenience and market size.
D. the various lifestyles of the consumer.
E. how motivated and how many resources a consumer has.
Behavioral segmentation divides consumers according to how they behave with or act
toward products.
AACSB: Analytic
7-60
Blooms: Remember
Difficulty: 1 Easy
29. Which of the following is a behavioral segmentation variable?
A. population shifts
B. customer convenience
C. family size
D. usage rate
E. lifestyle
Behavioral segmentation variables include occasions, loyalty, and usage rate.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-61
30. The 80/20 rule is a theory that suggests that
A. 80 percent of a firm's profits is generated from 20 percent of its product line.
B. 80 percent of a firm's products are marketed to only 20 percent of the population.
C. 20 percent of the total demand for products comes from 80 percent of the target
market.
D. 20 percent of a firm's products are never marketed to 80 percent of consumers.
E. 20 percent of heavy users account for 80 percent of the total demand.
Many firms subscribe to the 80/20 rule, which suggests that the 20 percent of heavy users
account for 80 percent of the total demand.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
31. According to your text, the segmentation base that is often the most difficult to use is
B. geographic segmentation.
C. lifestyle segmentation.
D. psychographic segmentation.
E. demographic segmentation.
Behavioral segmentation is often the most difficult of the four bases to use. The marketing
research required to track and understand how consumers behave with a certain product
is very expensive and time-consuming.

Blooms: Understand
7-62
32. Business-to-business firms generally segment their markets according to what three
variables?
A. market size, customer convenience, and usage rate
B. demographic, geographic, and psychographic
C. demographic, geographic, and behavioral
D. price sensitivity, usage rate, and region
E. profit potential, price sensitivity, and demand
Business-to-business firms generally segment their markets using three types of

variables: demographic, geographic, and behavioral.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-63
33. What type of business-to-business segmentation allows B2B marketers to segment based
on purchasing patterns, supplier requirements, and technological orientation?
A. behavioral
B. geographic
C. demographic
D. lifestyle
E. psychographic
Behavioral segmentation might be the most beneficial variable to B2B marketers because
it allows them to segment based on purchasing patterns, supplier requirements, and

Blooms: Understand
7-64
34. Read the following statements to select which one is accurate regarding the use of social
media in market segmentation.
A. Social media is not very helpful in segmenting markets, but it can be a useful tool for
marketers once the market has already been segmented.
B. By segmenting the market by those who are active on social media, companies can
connect with a larger and more diverse consumer base.
C. Social media is most helpful in reaching out to older Americans and senior citizens.
D. As of yet, social media has not been proven to be an effective tool for segmenting
markets.
E. As compared to traditional segmenting techniques, it is easier to know exactly how to

engage consumers on social networking sites.
Social media can be especially effective in market segmentation strategies. By segmenting

the market by those who are active on social media, companies can, with minimal financial
responsibility, engage and interact personally through individualized social media channels
such as Facebook and Twitter with a larger and more diverse consumer base.
AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
Topic: The Role of Social Media in Market Segmentation
7-65
35. Which of the following is NOT characteristic of gathering the information needed to
engage in international market segmentation?
A. Obtaining the information required to segment international markets is both costly and
difficult.
B. The information needed to segment international markets may be hard to come by.
C. Not all countries collect or classify their data in the same way.
D. Social media sites and the Internet have made it possible to collect all the information
needed to segment international markets.
E. It is practically impossible to compare the data received across nations in order to form
a segment.
Even with the help social media channels provide in reaching international markets,
international market segmentation is a costly exercise, and often a very difficult one. Even
demographic information, which is typically the easiest to acquire, may be slow in coming
or completely unavailable.

Blooms: Analyze
Difficulty: 3 Hard
Learning Objective: 07-03 Summarize the elements of international market segmentation.
Topic: International Market Segmentation
7-66
and
A. national.
B. cultural.
C. political.
D. economic.
E. unique.
Firms typically segment international markets using three general bases: global, regional,
and unique.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
37. As it pertains to international segmentation, global segmentation refers to identifying
A. products that can be marketed in the same way across the globe.
B. similar patterns in cultures that can be used to segment a market.
C. a group of consumers with common needs and wants that spans the entire globe.
D. products that will have a global appeal.
E. markets that will be favorable for exporting products internationally.
Global segmentation is used when a firm can identify a group of consumers with common
needs and wants that spans the entire globe.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-67
38. Which international segmentation base usually results in market segments made up of
young people, those that have more money to spend, or those with access to the Internet?
A. global
B. cultural
C. national
D. regional
E. unique
Global segmentation usually results in market segments made up of young people, those
that have more money to spend, or those with access to the Internet.
AACSB: Analytic
Blooms: Understand
7-68
39. As it pertains to international segmentation, unique segmentation is used when
A. a firm can identify a group of consumers with common needs and wants that spans the
entire globe.
B. the similarity in needs and wants only extends across the region or several countries.
C. the similarity in needs and wants exists within one country.
D. a product offering has market appeal in several countries.
E. a product offering has market appeal only in English-speaking regions.
Unique segmentation is used when the similarity in needs and wants exists only within
one country.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
40. To be effective, segmentation should create market segments that rate favorably on
various criteria. Which of the following is NOT one of the criteria outlined in your text?
A. substantial
B. variable
C. measurable
D. accessible
E. actionable
Markets should rate favorably on five criteria. They should be: substantial, measurable,
differentiable, accessible, and actionable.
AACSB: Analytic
Blooms: Remember
7-69
Difficulty: 1 Easy
Learning Objective: 07-04 Discuss the criteria for successful market segmentation.
Topic: Criteria for Effective Market Segmentation
41. Which market segment criteria refers to the fact that segments must be large enough for
the firm to make a profit by serving them?
A. substantial
B. differentiable
C. measurable
D. accessible
E. actionable
Designing a cereal for people who are over 100 years of age or athletic shoes for people
who wear larger than a size 24 shoe are not viable options because the market for each
product is not substantial enough for the firm to make sustainable profits.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-70
42. When it comes to criteria for segmenting markets, it is important that the size and
purchasing power of a market segment should be clearly identified. In other words, it
should be
A. identifiable.
B. differentiable.
C. measurable.
D. accessible.
E. actionable.
A market segment needs to be measurable. Managers today demand high levels of

accountability from marketers who must show measurable results of the success or failure
of specific marketing strategies.

Blooms: Understand
7-71
43. An auto insurance company segmented its market by both gender and age, and designed
different marketing campaigns to appeal to both. In the end, both segments responded the
same to the different marketing strategies, in part, because both segments are required to
have auto insurance. This firm failed to understand the criteria of market segments
needing to be
A. substantial.
B. differentiable.
C. measurable.
D. accessible.
E. actionable.
A market segment must be differentiable. Dividing the market into segments does no good
if all the segments respond the same to different marketing strategies.

Blooms: Apply
Difficulty: 3 Hard
7-72
44. What does the criteria accessible mean regarding market segments?
A. Segments must be large enough for the firm to make a profit by serving them.
B. The size and purchasing power of the segment should be clearly identified.
C. Marketers should develop strategies that can attract a market to its products.
D. Markets should be clearly identified with appropriate strategies developed for each.
E. Marketers must be able to reach and serve the segment.
Marketers must be able to reach and serve the segment. If the firm doesn't have the size,
financial capital, expertise, or government permits to serve a certain market segment, all
of the other criteria are irrelevant.

Blooms: Understand
45. When a firm is reasonably certain that its marketing mix can inform consumers about the
product, how it adds value to the consumer, and ultimately how to purchase it, then the
firm rates favorably on which market segment criteria?
A. substantial
B. differentiable
C. actionable
D. accessible
E. measurable
In order to have a market segment that is actionable, marketers should be able to develop
strategies that can attract certain market segments to their firms' goods and services.
7-73
Blooms: Understand
46. When a company evaluates each market segment to determine which segment or
segments present the most attractive opportunity to maximize sales, it is engaged in
A. positioning.
B. targeting.
C. segmenting.
D. situation analysis.
E. repositioning.
Targeting is the act of evaluating each market segment to determine which segment or
segments present the most attractive opportunity to maximize sales.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 07-05 Describe the strategies for selecting target markets.
Topic: Selecting Target Markets
7-74
47. Carson has opened up a new sports bar/restaurant in town. He has determined that his
market segments are (1) students from the nearby college campus, (2) families with small
children, and (3) young adult males. Carson now has to determine which of these
segments will provide him with the best opportunity to maximize sales. The process of
doing this is referred to as
A. targeting.
B. positioning.
C. segmenting.
D. marketing.
E. repositioning.
Targeting is the act of evaluating each market segment to determine which segment or
segments present the most attractive opportunity to maximize sales.

Blooms: Apply
Difficulty: 3 Hard
7-75
48. The group of customers toward which an organization has decided to direct its marketing
efforts is called its
B. primary segment.
C. primary market.
D. target market.
E. target sector.
A target market is the group of customers toward which an organization has decided to
direct its marketing efforts.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
49. After Carson opened up his new sports bar/restaurant, he determined that students from
the nearby college campus will provide him with the best opportunity to maximize sales, so
he is concentrating his marketing efforts on this group which will be his
B. primary segment.
C. primary market.
D. target market.
E. target sector.
A target market is the group of customers toward which an organization has decided to
direct its marketing efforts.
7-76
Blooms: Apply
Difficulty: 3 Hard
50. According to your text, when selecting a target market, firms should consider three
important factors: growth potential, level of competition, and
A. proximity to the market.
B. strategic fit.
C. profitability timeframe.
D. cultural factors.
E. economic conditions.
Firms should consider three important factors during the targeting process: growth
potential, level of competition, and strategic fit.

Blooms: Understand
7-77
51. What can be said of the level of competition when selecting a target market?
A. The more intense the competition within a segment, the more attractive it is to
marketers.
B. The more competitors there are within a segment, the less of a chance there is for
price wars.
C. The more competitors there are within a segment, the less a company will have to
spend to reach out to consumers.
D. A market segment is less attractive to marketers if there are only a few competitors for
that segment.
E. The more competitors there are, the more a firm will have to invest in promotion to
increase market share.
The more intense the competition within a segment, the less attractive it is to marketers.

Blooms: Understand
7-78
52. What factor of the targeting process is at work when a marketer ensures that the target
market is appropriate for what the organization is and wants to be as defined in its
mission statement?
A. growth potential
B. strategic fit
C. cultural awareness
D. organizational fit
E. segment harmony
Marketers should work to ensure that the target markets selected fit with what the
organization is and wants to be as defined in its mission statement.

Blooms: Understand
7-79
53. According to your text, what tool provides an excellent framework to determine if a firm
will be successful targeting a specific segment?
A. a SWOT analysis
B. Maslow's hierarchy of needs
C. a perceptual map
D. a positioning map
E. a segmentation analysis
By analyzing a firm's strengths, weaknesses, opportunities, and threats, a SWOT analysis

provides an excellent framework to determine if a firm will be successful targeting a
specific segment.

Blooms: Understand
54. Which of the following represents the three basic strategies for targeting markets?
A. primary targeting, secondary targeting, and specialized marketing
B. targeting by product, targeting by price, and targeting by customer
C. demographic targeting, geographic targeting, and psychographic targeting
D. undifferentiated targeting, differentiated targeting, and niche marketing
E. print advertising, sales promotion, and public relations
The three basic strategies for targeting markets include: undifferentiated targeting,
differentiated targeting, and niche marketing.
AACSB: Analytic
Blooms: Understand
7-80
Difficulty: 1 Easy
Learning Objective: 07-06 Compare the most common target marketing strategies.
Topic: Target Marketing Strategies
55. Undifferentiated targeting is a strategy that
A. approaches the marketplace as one large segment.
B. simultaneously pursues several different market segments with a different strategy for
each.
C. involves pursuing a large share of a small market.
D. uses a different marketing strategy for each segment.
E. markets the same product to multiple regions.
An undifferentiated targeting strategy approaches the marketplace as one large segment.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-81
56. The potential savings in developing and marketing the product is the major advantage of
A. a differentiated targeting strategy.
B. a geographic targeting strategy.
C. a niche marketing strategy.
D. a specialized marketing strategy.
E. an undifferentiated targeting strategy.

Its major advantage is the potential savings in developing and marketing the product.

Blooms: Understand
57. What type of targeting strategy works with uniform products for which the firm can
develop a single marketing mix that satisfies the needs of all customers?
D. a concentrated marketing strategy
E. a differentiated targeting strategy

It works best with uniform products, such as salt or bananas, for which the firm can
develop a single marketing mix that satisfies the needs of all customers.

Blooms: Understand
7-82
58. Firms that market the same product to multiple regions with different preferences may
need to tweak the product to ensure that it meets a need unique to each segment. This
represents what type of targeting strategy?
D. a differentiated marketing strategy
E. a concentrated targeting strategy
A differentiated targeting strategy simultaneously pursues several different market

segments, usually with a different strategy for each.

Blooms: Understand
7-83
59. Rico's firm manufactures homemade salsa. His product is sold around the country, but he
adds extra jalapenos to his product sold in Texas, New Mexico, and Arizona because those
customers prefer the extra heat and spice. Rico also markets the product differently based
on the region of the country where it is sold. This represents what type of targeting
strategy?
A. niche
B. differentiated
C. undifferentiated
D. geographic
E. concentrated
A differentiated targeting strategy simultaneously pursues several different market

segments, usually with a different strategy for each. In Rico's case, while the core product
remained the same, select flavors were distributed to certain regions based on local
preferences.

Blooms: Apply
Difficulty: 3 Hard
7-84
60. A firm marketing its product in the United States and abroad may have to tweak the
product for its international customers and as such may have to market it differently. What
type of targeting strategy would work best for this situation?
A. differentiated
B. niche
C. undifferentiated
D. geographic
E. concentrated
A firm marketing to a region outside the U.S. may also need to modify products according
to local government regulations and cultural preferences. Firms that market the same
product to multiple regions with different preferences often use differentiated target
marketing.

Blooms: Understand
7-85
61. A targeting strategy that involves pursuing a large share of a small market segment is
referred to as
A. differentiated targeting.
B. niche marketing.
C. undifferentiated targeting.
D. geographic targeting.
E. lifestyle marketing.
Consumers of niche marketing products typically have very specialized needs and will pay
higher prices to meet those needs.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-86
62. College Prep Tutors is a business that tutors high-school students who are preparing to
take the ACT test as part of their college entrance requirements. Because it possesses a
unique offering that is desirable to a specific market, College Prep Tutors would most
likely use what type of target market strategy?
A. differentiated targeting
B. lifestyle marketing
C. undifferentiated targeting
D. mass marketing
E. niche marketing
Consumers of niche marketing products typically have very specialized needs and will pay
higher prices to meet those needs. Niche product firms possess a unique offering or
specialization that is desirable to their targeted customers.

Blooms: Apply
Difficulty: 3 Hard
7-87
63. Read the following and select which one best represents a growing ethical concern in
targeting certain market segments.
A. Miller Brewing Company targeting its beer product line to sporting fans
B. Abercrombie and Fitch targeting tweens with sexualized clothing
C. Lane Bryant targeting clothing for plus-sized women
D. Sears giving discounts to military, fire, and police personnel
E. Skype.com targeting older Americans as a way to connect with their grandchildren
An analysis of popular online children's retailers showed that almost 30 percent of

children's clothes have sexualized characteristics and that the highest proportion of
sexualized clothing came from stores aimed at tweens, which is what Abercrombie and
Fitch began doing in the early 2000s. Several grassroots organizations have been formed
to promote ethical marketing to children, and marketers should consider the ethical
implications of any target marketing strategies they implement.
AACSB: Ethics
Blooms: Analyze
Difficulty: 3 Hard
Learning Objective: 07-07 Summarize the ethical issues in target marketing.
Topic: Ethical Issues in Target Marketing
7-88
64. The activities a firm undertakes to create a certain perception of its product in the eyes of
the target market is referred to as
A. segmenting.
B. targeting.
C. conceptualizing.
D. positioning.
E. categorizing.
Success within the target market depends, to some degree, on how the firm positions its
product. The set of activities a firm undertakes to create a certain perception of its
product in the eyes of the target market is referred to as positioning.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 07-08 Outline the three steps of effective market positioning and explain why firms may choose to
use repositioning strategies.
Topic: Market Positioning
7-89
65. According to your text, positioning assumes that consumers
A. will always want to pay the lowest price possible for a product.
B. are followers and will only buy products that appeal to their friends as well.
C. will compare goods and services on the basis of benefits.
D. are innovators and will always want the latest and most innovative products.
E. will make up their own minds about a product, regardless of how it is marketed.
Positioning happens in many different ways and assumes that consumers compare goods
and services on the basis of benefits. Positioning often takes into account the identity of
the organization and where it fits relative to the competition.

Blooms: Understand
7-90
66. The first step marketers should take when deciding how best to position their product is
to
A. clearly define its competitive advantage.
B. analyze competitors' positions.
C. evaluate consumer feedback.
D. define the product attributes that make it unique.
E. determine what market segments will be interested in the product.
As a first step, firms must understand the position other competitors have taken in the
marketplace. Positioning does not occur in isolation, and it is important for marketers to
have a realistic view of how customers perceive competitive offerings.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-91
67. Regarding positioning a product, when is competitive analysis most important?
A. when competitors all appear to offer a similar good or service
B. when a product is unique compared to what other firms are offering
C. when selecting a target market for a product
D. when determining how to segment the market
E. when competitors all appear to offer lower priced options
Positioning does not occur in isolation, and it is important for marketers to have a realistic
view of how customers perceive competitive offerings. Competitive analysis becomes even
more important when competitors all appear to offer a similar good or service.

Blooms: Understand
7-92
68. The competitive analysis tool that creates a visual picture of where products are located in
consumers' minds is called a
A. positioning map.
B. perceptual map.
C. conceptual map.
D. marketing map.
E. competitive map.
A perceptual map provides a valuable tool for understanding competitor positions in the
marketplace by creating a visual picture of where products are located in consumers'
minds.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-93
69. An advantage to using a perceptual map is that it
A. it is the quickest way to determine market segments.
B. shows how other companies are marketing their products.
C. can highlight potential market positions that might be underserved.
D. shows which products of a firm are most profitable.
E. shows the firms strengths, weaknesses, opportunities and threats.
marketplace by creating a visual picture of where products are located in consumers'
minds. Therefore, it can uncover potential market positions that might be underserved.

Blooms: Understand
70. The second step in deciding how best to position a product is to
A. analyze competitors' positions.
B. evaluate consumer feedback.
C. assess the product's profit potential.
D. conduct test marketing on the product.
E. clearly define the product's competitive advantage.
The second step in deciding how to best position a product is to clearly define the
product's competitive advantage.
AACSB: Analytic
Blooms: Remember
7-94
Difficulty: 1 Easy
71. Both Sam's Club and Costco have positioned themselves as providing a variety of items to
shoppers at prices lower than retail stores. These stores have positioned themselves
based on
A. application.
B. attributes.
C. product knowledge.
D. price/quality relationship.
E. personalized sales support.
One way to highlight a firm's competitive advantage is based on price/quality relationship.

Blooms: Apply
Difficulty: 3 Hard
7-95
72. When highlighting a product's competitive advantage based on attributes, a firm will
A. show how its product is priced lower than the competition.
B. show how its product use can be advantageous to the customer.
C. concentrate on the unique aspects of the product that sets it apart from the
competition.
D. develop a relationship with the target market that will enhance the product's brand.
E. remind customers the value of the product received in comparison to its price.
Often a product will have multiple attributes that create a unique position in the market.
Marketers should evaluate those attributes that put its product in a special category of
value to the customer.

Blooms: Understand
7-96
73. According to your text, what step in deciding how to position a product should be done on
a continual basis since consumer tastes change for almost every product?
A. evaluate feedback
B. analyze competitors positions
C. review the perceptual map
D. define the product's competitive advantage
E. undergo market segmentation
Since consumer tastes change for almost everything, firms should continually listen to
customer feedback in order to position their products to satisfy their target markets.

Blooms: Understand
7-97
compelling picture of how the firm wants that core market to view the product is called a
A. mission statement.
B. marketing plan.
C. positioning statement.
D. vision statement.
E. business plan.
A positioning statement is a succinct description of the core target market to which a

product is directed and a compelling picture of how the firm wants that core market to
view the product.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-98
75. Today's health conscious society has caused cereal manufacturers to rethink their
products. Now many cereals such as Frosted Flakes are being marketed as being healthier
because they are made with whole grains and have less sugar. This is an example of
A. repositioning.
B. remarketing.
C. remanufacturing.
D. resegmenting.
E. retargeting.
Repositioning is the act of reestablishing a product's position to respond to changes in the

marketplace.

Blooms: Apply
Difficulty: 3 Hard
Fill in the Blank Questions
7-99
76. Dividing a larger market into smaller groups based on meaningful shared characteristics is
a process referred to as ________.
market segmentation
The days of one-size-fits-all mass marketing are largely over. Marketers who try to be all
things to all people typically end up serving no one well. Instead, marketers concentrate on
segmenting the market to provide the best possible product to its target market.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
77. _______ are the relatively homogenous groups of consumers that result from the
Market segments
Market segmentation is the process of dividing a larger market into smaller homogenous
groups of consumers, called market segments.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-100
78. Market segmentation helps firms in three ways: by helping to define the needs and wants
of the customers most interested in buying the firm's products, by helping to design the
specific marketing strategies for the specific segments, and by _______.
helping firms decide how to allocate their resources in a way that maximizes profit
Market segmentation helps firms in three ways: by helping to define the needs and wants
of the customers most interested in buying the firm's products, by helping to design the
specific marketing strategies for the specific segments, and by helping firms decide how
to allocate their marketing resources in a way that maximizes profit.

Blooms: Understand
79. When companies divide markets using characteristics such as age, gender, income,
education, and family size, they are segmenting the market by _______.
demographics
Demographic segmentation divides markets by characteristics such as age, gender,

income, education, and family size.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-101
80. Marketers are particularly interested in segmenting older Americans because they
typically have two things that most of their younger counterparts do not: _______.
time and money
The median age for residents of the U.S. is the highest in the history of the country,
providing marketers with expanding market segments of older Americans for their
products that represent billions of dollars in potential sales. Older consumers typically
have two things that most of their younger counterparts do not: time and money.

Blooms: Understand
81. When it comes to segmenting markets based on income, the group of American
households that have between $100,000 and $250,000 in investable assets and is one of
the fastest growing segments in the U.S. is referred to as _______.
mass affluent
Firms like Merrill Lynch target American households that are considered mass affluent,
that is, those that have between $100,000 and $250,000 in investable assets. Mass
affluents are one of the fastest growing segments in the U.S. and many need the type of
financial planning that Merrill Lynch offers.

Blooms: Understand
7-102
82. A department store that sells ski equipment in Colorado understands the importance of
_______ segmentation.
geographic
and neighborhoods. It wouldn't make sense for a marketer to promote ski equipment in
Florida, but it makes perfect sense to promote that same equipment in Colorado.

Blooms: Apply
Difficulty: 3 Hard
83. Market size, customer convenience and population shifts are all factors related to _______
segmentation.
geographic
and neighborhoods. Factors such as population shifts, market size, and customer
convenience are all related to this type of segmentation.

Blooms: Understand
7-103
84. Figures from the 2010 Census illustrated a shifting population in the United States with
_______ states growing substantially compared to the rest of the country.
southern
Southern states like Texas and Florida are growing substantially while northern states,
including Ohio, Michigan, and New York, are growing at a slower rate or not at all. It is
important for marketers to research patterns of consumer movement to understand why
and where they are moving.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
85. The science of using psychology and demographics to segment consumers is called
_______.
psychographic segmentation
Psychographic segmentation combines psychology and demographics to segment

consumers.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-104
86. The market is divided into groups according to the reason the consumer made the
purchase when marketers segment based on _______.
psychographics
While demographic characteristics give marketers multiple ways to segment markets,

consumers within the same demographic profile can have very different psychological or
personality traits that influence their purchasing behavior. Psychographic segmentation
allows marketing professionals to create a more meaningful profile of market segments by
focusing on how those psychological traits intersect with demographic characteristics.

Blooms: Understand
87. Stores such as Bass Pro Shops focus their attention on consumers who like to fish, hunt,
and pursue other outdoor activities. This represents the form of segmentation called
_______.
lifestyle segmentation
interests and activities they pursue.

Blooms: Apply
Difficulty: 3 Hard
7-105
88. The VALS framework measures two dimensions: _______ and _______.
primary motivation; resources
How motivation and resources combine explains why different consumer groups exhibit
different behaviors, and why different consumer groups often exhibit the same behaviors
for different reasons.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
89. The VALS framework identifies three primary motivations: ideals, achievement, and
_______.
self-expression
The VALS framework identifies three primary motivations: ideals, achievement, and self-
expression.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-106
90. Variables such as occasions, loyalty, and usage rate are all related to _______
segmentation.
behavioral
Behavioral segmentation divides consumers according to how they behave with or act
towards products.

Blooms: Understand
91. It is important for many firms to identify their heavy users because of the rule that 20
percent of heavy users account for _______ percent of the total demand.
80
The 80/20 rule is a theory that suggests that 20 percent of heavy users account for 80
percent of the total demand.
AACSB: Analytic
Blooms: Understand
7-107
92. _______ segmentation is often the most difficult to use because it is not only expensive but
also time-consuming.
Behavioral
Behavioral segmentation is often the most difficult of the four bases to use. The marketing
research required to track and understand how consumers behave with a certain product
is very expensive and time-consuming.

Blooms: Understand
93. In a B2B market, _______ segmentation might be the most beneficial because it allows
marketers to segment based on purchasing patterns, supplier requirements, and
behavioral
Behavioral segmentation is often the most difficult of the four bases to use, but to
marketers it may be the most beneficial because it allows segmentation based on
purchasing patterns, supplier requirements, and technological orientation.

Blooms: Understand
7-108
94. When a company seeks consumers who are active users of Facebook and Twitter, this is
an example of how _______ can be used as a market segmentation strategy.
social media

AACSB: Technology
Blooms: Understand
95. _______ segmentation information, which is typically easy to acquire, may be slow in
coming or completely unavailable in international markets.
Demographic
Even with the help social media channels provide in reaching international markets,
international market segmentation is a costly exercise, and often a very difficult one. Even
demographic information, which is typically the easiest to acquire, may be slow in coming
or completely unavailable.

Blooms: Understand
7-109
and _______.
unique
The three general bases firms typically use to segment international markets are global,
regional, and unique.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
97. _______ is used when the firm can identify a group of consumers with common needs and
wants that spans the entire globe.
Global segmentation
Global segmentation usually results in market segments made up of young people, those
that have more money to spend, or those with access to the Internet.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-110
98. Firms will often use a _______ segmentation strategy when they want to capitalize on the
financial savings of global segmentation but still adjust for local customs and culture.
regional
Regional segmentation is used when the similarity in needs and wants only extends across
the region or several countries.

Blooms: Understand
99. When the similarity in needs and wants exists only within one country, a _______
segmentation strategy will be used.
unique
If a firm wants to completely localize, it may choose unique segmentation, which targets
the preferences of a segment within one country.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-111
100. The market segment criteria stating that market segments must be large enough for the
firm to make a profit by serving them is _______.
substantial
Designing a cereal for people who are over 100 years of age or athletic shoes for people
who wear larger than a size 24 shoe are not viable options because the market for each
product is not substantial enough for the firm to make sustainable profits.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
101. When marketers ensure that market segments will not respond the same to different
marketing strategies, they understand that market segments should be _______.
differentiable
Dividing the market into segments does no good if all the segments respond the same to
different marketing strategies.

Blooms: Understand
7-112
102. If a market segment is _______, a firm should be reasonably certain that its marketing mix
can inform consumers about the product, how it adds value to the consumer, and
ultimately how to purchase it.
actionable
If a market segment is actionable, marketers should be able to develop strategies that can
attract certain market segments to their firms' goods and services.

Blooms: Understand
103. _______ occurs when marketers evaluate each market segment and determine which
segment or segments present the most attractive opportunity to maximize sales.
Targeting
The act of evaluating each market segment to determine which segment or segments
present the most attractive opportunity to maximize sales is called targeting.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-113
104. The more intense the competition within a segment, the _______ attractive it is to
marketers.
less
Generally, more competitors means a firm has to work harder and invest more in
promotion to earn business and increase market share.

Blooms: Understand
105. Marketers concerned about ________ when selecting a target market may use a SWOT
analysis to determine if the firm will be successful targeting a specific segment.
strategic fit
Strategic fit means that marketers should work to ensure that the target markets selected
fit with what the organization is and wants to be as defined in its mission statement.

Blooms: Understand
7-114
106. The major advantage of a(n) _______ targeting strategy is the potential savings in
undifferentiated

Blooms: Understand
107. A company that sells beef sandwiches across the country makes the sandwich with green
chilies and jalape–os in the Southwestern states, but makes it with green peppers in the
Northeastern states. This is an example of a(n) _______ targeting strategy.
differentiated
Differentiated targeting occurs when an organization simultaneously pursues several

different market segments, usually with a different strategy for each.

Blooms: Apply
Difficulty: 3 Hard
7-115
108. Consumers of _______ marketing products typically have very specialized needs and will
pay higher prices to meet those needs.
niche
Niche marketing involves targeting a large share of a small market segment.

Blooms: Understand
109. The ethical implications of targeting some market segments can be seen when marketers
at Abercrombie and Fitch began marketing clothes with sexualized characteristics to
_______.
tweens
Regardless of what target marketing strategy firms use, they must keep in mind the
growing ethical concerns around targeting some market segments, in particular children,
non-native language speakers, and the elderly.
AACSB: Ethics
Blooms: Understand
7-116
110. _______ assumes that consumers compare goods and services on the basis of benefits.
Positioning
Positioning refers to the activities a firm undertakes to create a certain perception of its
product in the eyes of the target market.
AACSB: Analytic
Blooms: Understand
111. A _______ is a competitive analysis tool that creates a visual picture of where products are
located in consumers' minds.
perceptual map
marketplace.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-117
112. The second step in deciding how to best position a product is to clearly define the firm's
_______.
competitive advantage
Great marketers understand competitive advantage and why consumers buy their firm's
goods and services. If a marketer cannot clearly establish why a consumer should buy a
product, then that product may not realize its full potential.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
113. Consumer tastes for everything change from time to time, which is why it is important to
evaluate customer _______ when deciding how to best position a product.
feedback
The third step in market positioning is constantly evaluating consumer feedback.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-118
compelling picture of how the firm wants that core market to view the product is referred
to as a _______.
positioning statement
A successful positioning statement should clearly reflect the steps of the positioning
process, including the competitive advantages of the product.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
115. _______ typically involves changing one or more marketing mix elements, often product or
promotion.
Repositioning

marketplace.

Blooms: Understand
True / False Questions
7-119
characteristics is called positioning.
FALSE
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
117. Market segmentation helps firms decide how to allocate their marketing resources in a
TRUE
By understanding the needs and wants of its market segment, marketers are able to
funnel resources toward more profitable markets.

Blooms: Understand
7-120
118. The four broad segmentation bases that marketers use to divide the market into segments
are: substantial, measurable, differentiable, and accessible.
FALSE
The broad bases used in segmenting a market are demographic, geographic,

psychographic and behavioral. To be effective, however, segmentation should create
markets that are substantial, measurable, differentiable, accessible, and actionable.

Blooms: Understand
119. Marketers particularly target younger consumers because compared to the rest of the
population, they typically have more time and money.
FALSE
Older consumers typically have more time and money than younger consumers and firms
that develop marketing strategies for products geared to this age group have found
success appealing to older market segments.

Blooms: Understand
7-121
120. Consumers who have between $100,000 and $250,000 in investable assets are termed
mass affluent and are one of the fastest growing segments in the United States.
TRUE
Income affects consumers' ability to buy goods and services and provides marketers with
a valuable segmentation tool. Mass affluents are one of the fastest growing segments in
the United States.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
121. Market size, customer lifestyles, and population shifts are all important geographic
segmentation tools.
FALSE
Market size and population shifts are geographic segmentation tools, but customer
lifestyles are a psychographic segmentation tool.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-122
122. The 2010 Census showed that the only southern state that lost seats in the House of
Representatives was Louisiana.
TRUE
It is important for marketers to research patterns of consumer movement to understand

why and where they are moving. Louisiana's largest city, New Orleans, lost 29 percent of
its residents in the years following Hurricane Katrina.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
according to the reason the consumer made the purchase.
TRUE
Consumers may purchase a new Mercedes automobile for a variety of reasons. One
segment of consumers may buy a Mercedes for the status that a luxury car will provide
them. A different segment may buy the car because of its superior safety features. This is
an example of psychographics.

Blooms: Understand
7-123
124. The two dimensions of the VALS framework, needs and wants, helps to explain why
different consumer groups exhibit different behaviors, and why different consumer groups
often exhibit the same behaviors for different reasons.
FALSE
The two dimensions of the VALS framework are primary motivation and resources.

Blooms: Understand
125. Psychographic segmentation involves categorizing customers based on what they actually
do with their goods and services.
FALSE
Behavioral segmentation involves categorizing customers based on what they actually do

with their goods and services.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-124
126. Behavioral segmentation is often the most difficult of the four segmentation bases to use.
TRUE
The marketing research required to track and understand how consumers behave with a
certain product is very expensive and time-consuming, making behavioral segmentation
one of the most difficult of the four bases to use.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
127. Social media outlets like Facebook are not generally helpful in segmenting markets
because of the wide variety of people who utilize this type of technology.
FALSE

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
7-125
128. Global segmentation usually results in market segments made up of young people, those
that have money to spend, or those with access to the Internet.
TRUE
Global segmentation is used when the firm can identify a group of consumers with
common needs and wants that spans the entire globe.

Blooms: Understand
129. Unique segmentation is used when the similarity in needs and wants only extends across
the region or several countries.
FALSE
Unique segmentation is used when the similarity in needs and wants exists in only one
country.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-126
130. One of the criteria for segmenting a market is that the market should be actionable,
meaning that a firm should be reasonably certain that its marketing mix can inform
consumers about the product, how it adds value to the consumer, and ultimately how to
purchase it.
TRUE
For a segment to be actionable, marketers should be able to develop strategies that can
attract certain market segments to their firms' goods and services.

Blooms: Understand
131. Firms should consider three important factors during the targeting process: growth
potential, level of competition and strategic fit.
TRUE
Selecting an appropriate target market is crucial to a successful marketing strategy. Firms

should take into consideration growth potential, level of competition, and strategic fit
when selecting a target market.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-127
132. In an undifferentiated targeting strategy, a firm can approach all consumers with the same
product offering and marketing mix.
TRUE

Blooms: Understand
133. The major advantage of a differentiated targeting strategy is the potential savings in
FALSE
The potential savings in developing and marketing the product is the major advantage of
an undifferentiated targeting strategy.

Blooms: Understand
7-128
134. Regardless of what target marketing strategy firms use, they must keep in mind the
growing ethical concerns around targeting some market segments, in particular children,
non-native language speakers, and the elderly.
TRUE
Several grassroots organizations have been formed to promote ethical marketing to

children, and marketers should consider the ethical implications of any target marketing
strategies they implement.
AACSB: Ethics
Blooms: Remember
Difficulty: 1 Easy
135. As it relates to marketing, segmenting and positioning are essentially the same thing.
FALSE
Segmenting involves dividing a larger market into smaller segments, while positioning
attempts to create a certain perception of a product in the eyes of the target market.

Blooms: Understand
7-129
136. A perceptual map is a competitive analysis tool that creates a visual picture of where
products are located in consumer's minds.
TRUE
marketplace. Marketers can develop a perceptual map based on marketing research or
from their knowledge about a specific market.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
137. A firm that uses a price/quality relationship to highlight its competitive advantage will
negotiate discounts from wholesalers and keep distribution costs low so it can pass the
savings on to its customers.
TRUE
Walmart is a great example of a low-cost retailer that has successfully positioned itself
using a price/quality relationship strategy.

Blooms: Understand
7-130
138. Firms can choose to promote one or multiple competitive advantages, as long as they can
clearly articulate those advantages to their target market.
TRUE
If a marketer cannot clearly establish why a consumer should buy the product, the product
may not realize its full potential.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
139. A successful positioning statement should include the competitive advantages of the
product.
TRUE
A positioning statement consists of a succinct description of the core target market to

which a product is directed and a compelling picture of how the firm wants that core
market to view the product. A successful positioning statement should include the
competitive advantages of the product.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-131
140. Repositioning refers to re-segmenting a target market that failed to produce enough
buyers for a product.
FALSE

marketplace.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
7-132
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He that eateth my flesh, and drinketh my blood, dwelleth in me, and
I in him.
The words which I speak unto you are spirit and life.
C H A P T E R I.
With how great reverence Christ ought to be received.
The voice of the disciple.
T HESE are thy words, O Christ, the everlasting truth.
Because therefore they are thine, and true, they are all
thankfully and faithfully to be received by me.
They are thine, and thou hast spoken them; and they are mine
also, because thou hast spoken them for my salvation.
I willingly receive them from thy mouth, that they may be the
deeper imprinted in my heart.
These gracious words, so full of sweetness and love, encourage

me; but mine own offences drive me back from receiving so great
mysteries.
2. Thou commandest me to come confidently unto thee, if I will

have part with thee; to receive the food of immortality, if I desire to
obtain everlasting glory.
Thou sayest, Come unto me, all ye that travail and are heavy
laden, and I will refresh you.
O sweet and friendly words in the ear of sinners, that thou, my Lord
God, shouldst invite the poor and needy to the participation of thy most
holy body?
*But who am I, Lord, that I should presume to approach unto thee?
*Behold, the heaven of heavens cannot contain thee, and thou

sayest come ye all unto me!
3. What meaneth this so gracious condescension, this so friendly

invitation?
How shall I dare to come, that know no good in myself?
How shall I bring thee into my house, that have so often offended
thy most gracious countenance?
*The angels and archangels revere thee, and the saints and just
men fear thee, and thou sayest, come ye all unto me.
Unless thou, O Lord, didst say it, who would believe it to be true?
And unless thou didst command it, who would dare to come unto
thee?
*Behold, Noah, a just man, laboured an hundred years in making of

the ark, that he might be saved with a few; and how can I in one hour
prepare myself to receive, with reverence the maker of the world?
4. Moses, thy great servant, and thy special friend, made an ark of
incorruptible wood, which also he covered with most pure gold, to put
the tables of the law therein; and I a corruptible creature, how shall I
dare lightly to receive the maker of the law, and the giver of life?
Solomon, the wisest of the kings of Israel, bestowed seven years in

building a magnificent temple to the praise of thy name.
He celebrated the feast of the dedication thereof eight days

together; he offered a thousand peace-offerings, and he solemnly set
the ark on the place prepared for it, with the sound of trumpets and joy.
*And I the most miserable and poorest of men, how shall I bring
thee into my house, that can scarce spend one half hour devoutly?
Yea would I could once spend near half an hour in a due manner!
5. O my God, how much did they do out of an endeavour to please

thee! And, alas, how little is that which I do! How little time do I spend
to prepare myself to receive!
I am very seldom wholly recollected, very seldom free from all

distraction;
And yet surely no unbecoming thought ought to appear in the

presence of the Deity, nor any creature find any place in me, for I am
not to harbour an angel, but the Lord of angels.
6. And yet there is great difference between the ark of the

covenant, and thy most pure body! Between those legal sacrifices,
figures of future things, and the completion of all antient sacrifices.
Why therefore am I not more inflamed at thy venerable presence?
7. The devout King David danced before the ark of God with all his
might, calling to mind the benefits bestowed upon his fore-fathers.
He often sung to the harp, being inspired with the grace of the Holy
Ghost.
He taught the people of Israel to praise God with their whole heart,
and with joint voices every day to bless and praise him.
If so great devotion was then shewn, and there was such

celebrating of the divine praise before the ark of the testament; what
reverence is now to be performed in receiving the most precious body
and blood of Christ?
8. O God, the invisible creator of the world, how wonderfully dost

thou deal with us!
How sweetly and graciously dost thou dispose of all things for thine
elect, to whom thou offerest thyself to be received in this sacrament!
This exceedeth all understanding! This strongly draweth the hearts
of the devout, and inflameth their affections.
9. O the admirable and hidden grace of this sacrament, which only

the faithful ones of Christ know: but the unbelieving, and such as are
slaves unto sin, cannot experience;
In this sacrament spiritual grace is given, and strength which was

lost restored in the soul, and the beauty disfigured by sin returns
again.
This grace is sometimes so great, that not only the mind, but the
weak body also, feeleth great increase of strength.
10. Our coldness and negligence is much to be bewailed, that we

are not drawn with greater affection to receive Christ, in whom all the
hope and merit of those that are to be saved consists.
For he is our sanctification and redemption: he is the comforter of

us travellers, and the everlasting fruition of saints.
O the blindness and hardness of man’s heart, that doth not more
deeply weigh so unspeakable a gift!
11. If the most holy sacrament was celebrated in one place only,
and consecrated by one only person in the world, with how great
desire would men be affected to that place, and to such a priest, that
they might enjoy these divine mysteries!
But now there are many priests, and Christ is offered in many
places; that so the grace and love of God to men may appear greater,
the more this sacred communion is spread through the world.
Thanks be unto thee gracious Jesus, the everlasting shepherd,

who hast vouchsafed to refresh us poor exiles with thy precious body
and blood, and to invite us to the receiving of these mysteries with the
words of thine own mouth, saying, Come unto me all ye that travail
and are heavy laden, and I will refresh you.
C H A P T E R II.
That the great goodness and love of God is exhibited to man
in this sacrament.
* N confidence of thy goodness and mercy, I come, O Lord, a sick

I man unto my Saviour, hungry and thirsty to the fountain of life,
needy to the king of heaven, a servant unto my Lord, a creature
to my Creator, disconsolate to thee my merciful comforter.
But whence is this to me, that thou vouchsafest to come unto me?
Who am I, that thou shouldst give thyself unto me?
How dare a sinner appear before thee? And how is it that thou dost
vouchsafe to come unto a sinner?
Thou knowest thy servant, and seest that he hath no good thing in
him, for which thou shouldst bestow this favour upon him.
I confess my unworthiness; I acknowledge thy goodness; I praise

thy mercy, and give thee thanks for thy transcendent love.
For thou dost this for thine own sake, not for any merits of mine:
that thy goodness may be better known unto me, thy love more
abundantly shewn, and thy gracious condescension the more
eminently displayed.
Since therefore it is thy pleasure, and thou hast commanded that it

should be so, this thy favour is also pleasing to me, and may my sins
be no hindrance.
2. O most sweet and benign Jesu, how great reverence and thanks
♦ are due unto thee for the receiving of thy sacred body, whose
preciousness no man is able to express!
♦ “is” replaced with “are” per Errata
But what shall I think, now I am to approach unto my Lord, whom I

am not able duly to honour, and yet I desire to receive him with
devotion?
What can I think better and more profitable, than to humble myself
wholly before thee, and to exalt thine infinite goodness over me?
I praise thee, my God, and will exalt thee for ever. I despise and
submit myself unto thee, in a deep sense of my own unworthiness.
3. Behold thou art the holy of holies, and I the vilest of sinners!
Behold thou inclinest unto me, who am not worthy so much as to

look up unto thee.
Behold thou comest unto me, it is thy will to be with me, thou
invitest me to thy banquet.
Thou wilt give me the food of heaven, and bread of angels to eat,
which is no other indeed than thyself, the living bread, that descended
from heaven and giveth life unto the world.
4. From whence doth this love proceed! What a gracious

condescension appeareth herein! How great thanks and praises are
due unto thee for these benefits!
O how good and profitable was thy counsel, when thou ordainedst
it! How sweet and pleasant the banquet when thou gavest thyself to be
our food!
How wonderful is thy operation, O Lord, how mighty is thy power,

how unspeakable is thy truth!
For thou saidst the word, and all things were made; and this was
done which thou commandedst.
5. A thing of great admiration, that thou my Lord God, shouldst be

exhibited unto us by the elements of bread and wine.
Thou who art the Lord of all things, and standest in need of none,
hast pleased to dwell in us by means of this thy sacrament.
*Preserve my heart and body undefiled, that, with a chearful and

pure conscience, I may celebrate thy mysteries, and receive them to
my everlasting health: which thou hast ordained and instituted for thy
honour and for a perpetual memorial.
6. Rejoice O my soul, and give thanks unto God for so excellent a

gift, so singular a comfort left unto me in this vale of tears.
For as often as thou receivest, so often art thou made partaker of

all the merits of Christ.
For the love of Christ is never diminished, and the greatness of his
propitiation is never exhausted.
Therefore thou oughtest always to weigh with attentive

consideration, this great mystery of thy salvation.
*So great, new, and joyful it ought to seem unto thee, when thou
comest to these holy mysteries; as if the same day Christ first
descending into the womb of the virgin, was become man; or hanging
on the cross, did suffer and die for the salvation of mankind.
C H A P T E R III.
That it is profitable to communicate often.
* EHOLD, O Lord, I come unto thee, that I may be comforted by thy

B gift, and delighted in thy holy banquet, which thou, O God, hast
prepared in thy goodness for the poor.
Behold in thee is all I can or ought to desire; thou art my salvation,

and my redemption, my hope and my strength, my honour and my
glory!
*Make joyful, therefore, this day, the soul of thy servant, for I have
lifted it up unto thee, O Lord Jesus.
*I desire to receive thee now with devotion and reverence. I long to

bring thee into my house; that with Zaccheus I may be blessed by
thee, and numbered among the children of Abraham.
My soul thirsteth to receive thy body and blood, my heart desireth

to be united with thee.
*2. Give me thyself, and it sufficeth; for, besides thee, no comfort is

available.
I cannot be without thee, nor live without thy visitation;
And therefore I must often come unto thee, and receive thee for the
welfare of my soul, lest haply I faint in the way, if I be deprived of thy
heavenly food.
For so most merciful Jesu, thou once didst say, preaching to the
people, and curing sundry diseases, I will not send them home fasting,
lest they faint in the way.
Deal thou therefore in like manner now with me, who hast
vouchsafed to leave thyself in the sacrament for the comfort of the
faithful.
For thou art the sweet refection of the soul; and he that eateth thee
worthily, shall be partaker of everlasting glory.
3. O the wonderful condescension of thy mercy towards us, that
thou, O Lord God, the Creator and giver of life to all spirits, dost
vouchsafe to come unto a poor soul, and with thy whole deity to
replenish her hunger!
O happy mind and blessed soul, that receives thee, her Lord God,
with devout affection, and in receiving of thee is filled with spiritual joy!
O how great a Lord doth she entertain! How beloved a guest doth
she harbour! How pleasant a companion doth she receive! How faithful
a friend doth she take in! How lovely and glorious a spouse doth she
embrace!
She embraceth him, who is to be loved above all that is beloved,

and above all things that may be desired.
*Let heaven and earth, and all the hosts of them, be silent in thy
presence; for what praise and beauty soever they have, it is received
from thy bounty, and cannot equal the beauty of thy name, of whose
wisdom there is no number.
C H A P T E R IV.
That many gifts are bestowed upon them that communicate
devoutly.
* Y Lord God, prevent thy servant with the blessings of thy

M sweetness, that I may approach worthily and devoutly to thy
glorious sacrament.
*Stir up my heart unto thee, and deliver me from a heavy

numbness of mind.
*Visit me with thy salvation, that I may taste in spirit thy sweetness,
which plentifully lieth hid in this sacrament as in a fountain.
Enlighten also my eyes to behold so great a mystery, and

strengthen me to believe it with steady faith.
For it is thy work, and not man’s power; thy sacred institution, not
man’s invention.
For no man is of himself able to comprehend these things, which

surpass the understanding even of angels.
What therefore shall I, unworthy sinner, dust and ashes, be able to

comprehend of so high and sacred a mystery?
2. O Lord, in the simplicity of my heart, at thy commandment I

come unto thee, with hope and reverence, and believe thou art present
in this sacrament.
Thy will is, that I receive thee, and that by love I unite myself unto
thee.
*Wherefore I implore thy mercy, and crave thy special grace, that I
may wholly melt and overflow with love unto thee, and hereafter never
seek any comfort out of thee.
For this sacrament is the remedy of all spiritual weakness: hereby

my vices are cured, my passions bridled, temptations overcome, grace
infused, virtue begun increased, faith confirmed, hope strengthened,
and love inflamed.
3. For thou dost bestow many benefits in the sacrament upon thy
beloved ones that communicate devoutly. O my God the protector of
my soul, the repairer of human frailty, and the giver of inward comfort.
Thou impartest unto them much comfort against sundry

tribulations.
For who is there, that approaching humbly unto the fountain of
sweetness, doth not carry away from thence at least some little
sweetness?
Or who, standing by a great fire, receiveth not some heat thereby?
Thou art a fountain always full and overflowing, a fire ever burning
and never decaying.
4. Wherefore, if I cannot draw out of the full fountain itself, nor drink
my fill; I will, notwithstanding, set my lips to the mouth of this heavenly
conduit, that I may draw from thence at least some drop to refresh my
thirst; and not be wholly dried up.
And though I be not altogether heavenly; nor so inflamed as the

cherubim and seraphim; I will endeavour after some spark of divine
fire, by humbly receiving of this enlivening sacrament.
And whatsoever is wanting in me, O merciful Jesu, most holy

Saviour, do thou bountifully and graciously supply, who hast
vouchsafed to call all unto thee, Come unto me, all ye that travail and
are ♦heavy laden, and I will refresh you.
♦ “heaven” replaced with “heavy” per Errata
5. I indeed labour in the sweat of my brow, I am vexed with grief of

heart, I am burthened with sin, I am troubled with temptations, I am
entangled and oppressed with many evil passions; and there is none
to help me, none to deliver and save me, but thou O Lord, my Saviour,
to whom I commit myself, and all that is mine, that thou mayst keep
me, and bring me to life everlasting.
C H A P T E R V.
Of the examining our conscience, and purpose of
amendment.
The voice of the Beloved.
A BOVE all things, the minister of God ought to come to celebrate

and receive this sacrament with great humility of heart, and
lowly reverence, and a pious intending the honour of God.
Examine diligently thy conscience; so that there be nothing that

may breed in thee remorse of conscience, and hinder thy free access.
And, if thou hast time, confess unto God in the secret of thy heart,
all the miseries of thy disordered passions.
2. Lament and grieve, that thou art yet so worldly, so unmortified as

to thy passions;
So unwatchful over thy outward senses, so often entangled with

vain imaginations;
So negligent and cold in prayer, so undevout in celebrating, so dry

in receiving;
So quickly distracted, so seldom wholly recollected;
So suddenly moved to anger, so apt to take displeasure against

another;
So prone to judge, so severe to reprehend;
*So often purposing much good, and yet performing little.
3. These and other thy defects being confessed, with full

resignation, and with thy whole will, offer up thyself a perpetual
sacrifice to the honour of my name, on the altar of thy heart, faithfully
committing thy body and soul unto me;
That so thou mayst come worthily to celebrate this sacrifice, and to

receive profitably the sacrament of my body.
4. For a man hath no other oblation than to offer himself unto God
in the holy communion.
And whensoever he shall come to Me for pardon and grace, as I

live, saith the Lord, who willeth not the death of a sinner, but rather that
he be converted and live, I will not remember his sins any more, but
they shall all be forgiven him.
C H A P T E R VI.
Of the oblation of Christ on the cross, and resignation of
ourselves.
* S I willingly offered up myself unto God my Father for thy sins, my

A hands being stretched forth on the cross, so that nothing
remained in Me that was not wholly turned into a sacrifice, for
the appeasing the Divine Majesty;
So oughtest thou also to offer up thyself willingly unto me every

day, as a pure and holy oblation, with all thy might and affection, in as
hearty a manner as thou canst.
What do I require of thee more than that thou entirely resign thyself
unto me?
Whatsoever thou givest besides thyself is of no account in my

sight; for I seek not thy gifts but thyself.
2. As it would not suffice thee to have all things besides me; so

neither can it please me, whatsoever thou givest, if thou offerest not
thyself.
Offer up thyself unto me, and give thyself wholly to God, and thy
offering shall be accepted.
Behold I offered up myself wholly unto my Father for thee, that I

might be wholly thine, and thou remain mine.
But if thou dost not offer thyself up freely unto my will, thy oblation
is not entire, neither will the union between us be perfect.
Therefore a free offering up of thyself into the hands of God, ought

to go before all thy actions, if thou wilt obtain freedom and grace.
For this cause so few become inwardly free, because they cannot
wholly deny themselves.
My saying is unalterable, unless a man forsake all, he cannot be

my disciple.
Therefore, if thou desirest to be my disciple, offer up thyself unto

me with thy whole affections.
C H A P T E R VII.
That we ought to offer up ourselves, and all that is ours unto
God, and to pray for all.
T HINE, O Lord, are all things that are in heaven, and in earth.
I desire to offer up myself unto thee, as a free oblation, and

to remain always thine.
O Lord, in the simplicity of my heart I offer myself unto thee this

day, for a sacrifice of perpetual praise, to be thy servant for ever.
2. I offer unto thee, O Lord, all my sins and offences, which I have
committed before thee and thy holy angels, from the day wherein I first
could sin, to this hour, upon thy merciful altar.
Consume and burn them all with the fire of thy love, and wash out
all the stains of my sins.
O cleanse my conscience from all offences, and restore to me

again thy grace, which I lost by sin, fully forgiving me all my offences,
and receiving me mercifully to the kiss of peace!
3. What can I do for my sins, but humbly confess and bewail them,
and incessantly intreat thy favour?
I beseech thee, hear me graciously, when I stand before thee, O

my God!
All my sins are very displeasing unto me. I will never commit them
any more; but I bewail and will bewail them as long as I live, and am
purposed to repent, and according to the utmost of my power to please
thee.
Forgive me, O God, forgive me my sins for thy holy name’s sake.
Save my soul, which thou hast redeemed with thy most precious
blood.
Behold, I commit myself to thy mercy, I resign myself over into thy
hands.
Do with me according to thy goodness, not according to my

wickedness and iniquity.
4. I offer up also unto thee all that is good in me, although it be very
little and imperfect, that thou mayst amend and sanctify it:
That thou mayst make it grateful and acceptable unto thee, and
always perfect it more and more.
And bring me also, who am a slothful and unprofitable creature, to
a good and blessed end.
5. I offer up also unto thee all the pious desires of devout persons,
the necessities of my parents, friends, brethren, sisters; and of all
those that are dear unto me, and that have done good either to myself
or others:
And that have desired me to pray for them and theirs; that they all
may receive the help of thy grace and comfort, protection from
dangers, deliverance from pain; and being freed from all evils, may
joyfully give worthy thanks unto thee.
6. I offer up also unto thee my prayers, especially for them who

have in any thing wronged, grieved, or slandered me, or have done me
any damage or displeasure:
And for all those also, whom I have at any time troubled, grieved or
scandalized by words or deeds, wittingly or unawares; that it may
please thee to forgive us all our sins and offences, one against
another.
Take, O Lord, from our hearts all jealousy, indignation, wrath, and
contention, and whatsoever may lessen brotherly love.
Have mercy, O Lord, have mercy on those that crave thy mercy:
give grace unto them that stand in need thereof; and grant that we
may be counted worthy to enjoy thy grace, and so attain life
everlasting. Amen.
C H A P T E R IX.
That the body of Christ, and the holy scripture, are most
necessary unto a faithful soul.
O LORD Jesus, how great sweetness hath an holy soul that

feasteth with thee in thy banquet, where there is set no other
food to be eaten but thyself, her only beloved, and the most to be
desired above all desires of her heart!
And verily it would be a sweet thing unto me to pour out tears

from the very bottom of my heart in thy presence: and with holy
Magdalene to wash thy feet with my tears.
But where is this devotion? Where is this plentiful shedding of

holy tears?
Surely in the sight of thee and thy holy angels my whole heart
should be inflamed, and even weep for joy.
2. For to behold thee in thine own divine brightness, mine eyes

would not be able to endure it.
Neither could the whole world stand in the brightness of the glory
of thy majesty.
I really enjoy and adore him whom the angels adore in heaven.
But I, as yet, by faith; they by sight, ♦and without a veil.

♦ duplicate word “and” removed
I ought to be content with the light of true faith, and to walk

therein until the day of everlasting brightness break forth, and the
shadows of figures pass away.
But when that which is perfect shall come, the use of the
sacraments shall cease.
For the blessed in heavenly glory need not any sacramental

remedy, but rejoice without end in the presence of God.
Beholding his glory face to face, and being transformed from

glory to glory into the image of the incomprehensible Deity, they
taste the word of God made flesh, as he was from the beginning,
and as he remaineth for ever.
3. Thou art my witness, O God, that nothing can comfort me, no

creature can give me rest, but thou my God, whom I desire to behold
everlastingly.
But this is not possible while I remain in this mortal life:
Therefore I must frame myself to much patience, and submit

myself to thee in all my desires.
For thy saints also, O Lord, who now rejoice with thee while they
lived, expected in faith and great patience the coming of thy glory.
What they believed, I believe: what they hoped for, I also hope for:
whither they are come, I trust I shall come by thy grace.
In the mean time I will go forward in faith, strengthened by their

examples.
I have also thy holy book for my comfort and guide, and, above
all these, thy spiritual body for a remedy and refuge.
4. I perceive two things to be especially necessary for me in this
life, without which it would be insupportable, food and light.
Thou hast therefore given unto me a weak creature, thy sacred

body and blood for the nourishment of my soul and body; and thou
hast set thy word as a light unto my feet:
Without these two I could not well live.
For the word of God is the light of the soul, and thy sacrament the
bread of life.
These also may be called the two tables, set on the one side and
on the other, in the store-house of the holy church.
One is the holy altar, having the holy bread, that is the sign of the
precious body of Christ.
The other is of the divine law, containing holy doctrine, teaching

the true faith, and certainly leading to that within the veil, where is
the holy of holies.
Thanks be unto ♦thee, O Lord Jesus, the light of everlasting light,

for the table of holy doctrine, which thou hast offered us by thy
servants the prophets, and apostles, and other teachers.
♦ “tbee” replaced with “thee”
5. Thanks be unto thee, O thou Creator and Redeemer of man,

who to manifest thy love to the whole world, hast prepared a great
supper wherein thou hast set before us to be eaten (not the typical
lamb, but) thy most sacred body and blood.
Rejoicing all the faithful with thy holy banquet, and replenishing
them with the cup of salvation, in which are all the delights of
paradise: and the holy angels feast with us, but yet with a more
happy sweetness.
Nothing but what is holy, no word but what is good and profitable
ought to proceed from his mouth, who receiveth the sacrament of
Christ.
7. Simple and chaste ought to be the eyes that behold the body
of Christ.
8. Assist us, Almighty God, with thy grace, that we who have
undertaken the office of priesthood, may serve thee worthily and
devoutly, in all purity and good conscience.
And, if we cannot live in so great innocency as we ought, grant us

at least duly to bewail the sins which we have committed; and in the
spirit of humility, and with full purpose of heart, to serve thee
hereafter more fervently.
♦C H A P T E R IX.
How he who is to communicate, ought to prepare himself.
♦ Chapter number duplicated in text
I AM the lover of purity, and the giver of all holiness.
I seek a pure heart, and there is the place of my rest.
Make ready and adorn for me the great chamber, and I will keep
with thee the passover among my disciples.

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Marketing Management 1st Edition Iacobucci Test Bank

Segmenting, Targeting, and Finding Your Market Position

Multiple Choice Questions

A. meaningfully shared characteristics.

C. potential interest in a product.

E. available sales force.

4. Market segmentation refers to

D. redesigning or repositioning a product so it meets the needs of a target market.

5. Market segmentation produces relatively homogenous groups of consumers called

C. the different geographical areas in which a product must be marketed differently.

E. Market segmentation results in identifying the relatively homogenous groups of consumers

A. age and income

B. gender and income

C. education and family size

D. age and gender

E. family size and age

10. Demographic segmentation divides markets by

B. characteristics such as age, gender, and income.

C. characteristics such as loyalty and price sensitivity.

C. the Social Security Administration

D. the U.S. Census Bureau

E. the U.S. Bureau of Labor Statistics

13. Marketers particularly target older Americans because

B. they tend to pay more attention to advertisements than other consumers.

C. they tend to be more educated than other consumers.

D. there are more products available to that age group.

C. the massively wealthy.

A. metropolitan statistical areas.

B. urban numerical areas.

E. urban statistical areas.

22. Psychographic segmentation refers to the science of segmenting markets based on

A. consumers' opinions and interests.

B. psychology and demographics.

C. behavior and demographics.

D. consumers' income and behavior.

E. psychology and geography.

A. a consumer's income and interest in the product.

B. how consumers act toward products.

C. how convenient the product is for the consumer.

D. the reason why the consumer made the purchase.

E. family size and marital status.

A. opinion and interests.

B. lifestyle and income.

C. motivation and resources.

D. opinion and resources.

E. motivation and desire.

28. Behavioral segmentation divides consumers according to

A. consumers' opinion and interests.

B. how consumers behave with or act towards products.

C. customer convenience and market size.

D. the various lifestyles of the consumer.

E. how motivated and how many resources a consumer has.

30. The 80/20 rule is a theory that suggests that

A. 80 percent of a firm's profits is generated from 20 percent of its product line.

B. 80 percent of a firm's products are marketed to only 20 percent of the population.