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Chapter 8—Segmenting and Targeting Markets
TRUE/FALSE
1. Fisher-Price developed a line of toys for infants in China. Babies make up the market for these
products.
ANS: F
Infants can’t make purchases and, therefore, cannot be called a market. Their parents would constitute
a market.
2. Fisher-Price is identifying Asian markets that are interested in their line of talking toys. Fisher-Price is
engaged in the process of market segmentation.
ANS: F
Firms practiced market segmentation after the 1960s.
4. A market segment is deemed to have substantiality if it contains a large number of potential customers.
ANS: F
Substantiality of a segment refers to a segment being large enough to warrant developing and
maintaining a special marketing mix. This does not necessarily require large numbers of potential
customers.
5. A segmentation plan must produce segments that are accessible—that is, the firm must be able to reach
members of targeted segments with customized marketing mixes.
ANS: F
Although it is less precise, single-variable segmentation is possible; it has the advantage of being
simpler and easier to use than multiple-variable segmentation.
PTS: 1 REF: 274 OBJ: 08-4 TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy MSC: BLOOMS Level IV Analysis
7. U.S. paint manufacturers traditionally use different formulae for developing paint to be used in the
humid Southeast, the frigid Midwest, and the hot and dry Southwest. This is an example of how
demographic segmentation is used.
ANS: F
Regional marketing is an example of using geographic segmentation variables.
8. A market segmentation study done by the University of Thessaly in Greece classified recreational
skiers in terms of their gender, age, and income levels. The study used psychographic segmentation
variables.
ANS: F
These are examples of demographic segmentation variables.
9. Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife
Gets Home. It is an advice book for new fathers. The market for this book is based on demographics.
10. Generation Xers account for half of all spending in the United States.
ANS: F
That distinction belongs to Baby Boomers, those born between 1946 and 1964.
11. In the United States, women tend to be the key household decision-makers for many products, such as
home furnishing purchases, vacations, and autos.
12. Research has shown that most Hispanic Americans are insulted when retailers attempt to serve them in
Spanish. Hispanic Americans overwhelmingly prefer to conduct business in English—even if they are
bilingual—in order to demonstrate that they are “true Americans.”
ANS: F
Research actually indicates that one-fourth of Hispanic Americans must be served in Spanish if
retailers want their business.
PTS: 1 REF: 278 OBJ: 08-4 TOP: AACSB Reflective Thinking
KEY: CB&E Model Customer MSC: BLOOMS Level II Comprehension
13. In market segmentation, individual psychographic variables can be combined with other variables to
provide more detailed descriptions of market segments.
15. The slogan used by Apple to promote the iPhone, “There’s an app for that,” indicates the company
relies heavily on benefit segmentation variables.
16. Clorox describes individuals who buy lots of cleaning products as heavy users. This is an example of
how companies use benefit segmentation.
ANS: F
Usage-rate segmentation usually describes product usage with categories like heavy and light.
17. The 80/20 principle implies that the majority of all demand is due to a minority of the customers.
18. The business market consists of four broad segments: producers, resellers, governments, and regions.
ANS: F
The four segments are producers, resellers, governments, and institutions.
19. Company characteristics, such as geographic location, type of company, company size, and product
use, can be important segmentation variables.
ANS: F
Many business marketers find it helpful to segment customers and prospective customers on the basis
of how they buy.
21. The first step in segmenting a market is to choose a basis or bases for segmenting the markets.
ANS: F
The first step is to select a market or product category for study.
22. One reason marketers use market segmentation as a tool is that once completed, the process need not
be repeated.
ANS: F
Market segmentation is an ongoing process. Because external forces may change something in the
marketer’s environment, marketers must be able to react to those changes as they occur.
23. Dakin Farms in Vermont uses mass marketing. Marketers would call the strategy an undifferentiated
targeting strategy.
24. Small firms often adopt a concentrated marketing strategy to compete effectively with larger firms.
25. Procter & Gamble markets several different brands of laundry detergent, such as Tide, ERA, Gain, and
Dreft, each targeting a different market segment. This is an example of concentrated targeting.
ANS: F
This illustrates a multisegment targeting strategy.
ANS: F
Increasing share of customer means selling more products to each customer, not getting more
customers.
27. Marketers are rediscovering that the “one-size-fits-all” approach to marketing is still relevant.
ANS: F
The one-size-fits-all marketing is no longer relevant. Consumers want to be treated as the individuals
they are, with their own unique sets of needs and wants.
ANS: F
Position is the place a product, brand, or group of products occupies in consumers’ minds relative to
competing offerings.
ANS: F
Repositioning is changing consumers’ perceptions of a brand in relation to competing brands.
MULTIPLE CHOICE
1. A _____ is a group of people or organizations that has wants and needs that can be satisfied by
particular product categories, has the ability to purchase these products, and is willing to exchange
resources for the products.
a. firm
b. buyer
c. market
d. consumer
e. target
ANS: C PTS: 1 REF: 271 OBJ: 08-1
TOP: AACSB Reflective Thinking KEY: CB&E Model Customer
MSC: BLOOMS Level I Knowledge
2. The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body,
decorate it and keep it for a lifetime. The primary market segment for the Belly Cast kit is:
a. all parents
b. expectant moms
c. recently married couples
d. parents of toddlers
e. collectors of unusual art
ANS: B
One way to segment the market would be stage in the family life cycle.
3. Ford Motor Company produces passenger cars, commercial trucks and specialty vehicles, performance
vehicles, and race cars. Ford uses a procedure called _____ to divide its large market.
a. micromarketing
b. positioning
c. market segmentation
d. cannibalization
e. perceptual mapping
ANS: C
Dividing one large market into divisions based on a variable like product usage is called market
segmentation.
5. A(n) _____ is a subgroup of individuals or organizations sharing one or more characteristics that cause
them to have relatively similar product needs.
a. market universe
b. market segment
c. aggregated market
d. segmentation base
e. population sample
ANS: B
This is the definition of a market segment.
6. _____ is the process of dividing a market into meaningful groups that are relatively similar and
identifiable.
a. Perceptual mapping
b. Positioning
c. Micromarketing
d. Market sampling
e. Market segmentation
ANS: E
The is the definition of market segmentation.
8. Home Cookin’ Catering would like to improve customer satisfaction and increase repeat business.
When you ask the owners to describe a typical customer, they say it is impossible and explain that with
corporate functions, family affairs, and fund-raisers, they do not have a typical customer. You suggest
it is time for market segmentation because:
a. it will enable them to build an accurate description of customer needs by group and to
design a marketing mix to fit each segment
b. the company needs to reduce the size of the market it serves
c. the company needs to learn how to group these markets together into one market to serve
all of them adequately
d. it will help develop a generalized definition of the market as a whole and reveal the
optimal marketing mix for this market
e. this will position the company in the minds of its consumers as compared to its
competitors
ANS: A
The purpose of segmentation is to group similar consumers and to serve their needs with a specialized
marketing mix.
PTS: 1 REF: 271-272 OBJ: 08-1 TOP: AACSB Reflective Thinking
KEY: CB&E Model Customer MSC: BLOOMS Level III Application
9. A group of middle school students stop by a bicycle store. The store has just received a new shipment
of high-end racing bicycles. The bicycles range in price from $1,200 to $3,000. All of the students
want one of these new bikes, but none has the means to buy one. Is this group of consumers a potential
market for the expensive bikes?
a. Yes, they are a potential market since they are all about the same age.
b. No, they do not have the ability to purchase at this time.
c. No, to qualify as a market, they must need the product.
d. Yes, they are a market because this product could satisfy their consumer wants and
desires.
e. Yes, they are a market because this group shares relatively similar product needs and
purchasing characteristics.
ANS: B
A market is a group of people or organizations that has wants and needs that can be satisfied by
particular product categories, has the ability to purchase these products, and is willing to exchange
resources for the products. There is no suggestion of ability in this case.
10. The process of market segmentation involves breaking down a heterogeneous market into
homogeneous and identifiable segments. If this process is carried to its extreme, then one could say
that:
a. this is the reason segmentation cannot be used by small firms
b. all individuals have the same needs in spite of cultural differences
c. everyone belongs to the same segment
d. segmentation controls the demand for products
e. every individual in the world is a market segment
ANS: E
The ultimate segmentation would have each individual occupying his or her own segment, because
everyone has somewhat different needs.
11. Market segmentation can assist marketers to do all of the following EXCEPT:
a. develop more precise definitions of customer needs and wants
b. identify which variable base should be used for segmenting
c. more accurately define marketing objectives
d. improve resource allocation
e. evaluate performance
ANS: B
Market segmentation itself does not signal which base should be used, but it will define needs and
wants, and help marketers define marketing objectives, improve resource allocation, and evaluate
performance.
13. To be useful, a segmentation scheme must produce segments that meet four basic criteria. The criteria
are:
a. segmentable, targetable, reliable and valid, and homogeneous
b. tangibility, inseparable, nonperishable, and unique
c. substantiality, identifiability and measurability, accessibility, and responsiveness
d. reliability, flexibility, tangibility, and unbiased
e. complexity, compatability, relative advantage, trialability, and observability
ANS: C
Useful segments should be substantial, identifiable and measurable, accessible, and responsive to
different marketing mixes.
14. A manufacturer of lenses used in microscopes, binoculars, and telescopes has segmented its market
into scientific equipment manufacturers, sporting equipment manufacturers, and retailers who sell
replacement lenses. In order for this segmentation scheme to be successful, all of the following criteria
must be met EXCEPT:
a. substantiality
b. accessibility
c. identifiability and measurability
d. complexity
e. responsiveness
ANS: D
Complexity is not a criterion.
15. According to the criterion of _____ a selected segment must be large enough to warrant developing
and maintaining a special marketing mix. Serving the specific needs of this segment must be
commercially viable, even if the number of potential customers is small.
a. causality
b. accountability
c. responsiveness
d. accessibility
e. substantiality
ANS: E
Substantiality means segments must be large enough to warrant a separate marketing mix.
PTS: 1 REF: 273 OBJ: 08-3 TOP: AACSB Reflective Thinking
KEY: CB&E Model Customer MSC: BLOOMS Level I Knowledge
16. The marketing researcher for Bubastis Cat Treats has noticed an growing number of cat owners
purchasing organic treats for their pets. The researcher thinks there is a market for organic cat treats,
but she’s not sure if the segment is substantial. In this case, substantiality means the segment:
a. has enough special stores, magazines, and other outlets that it will be possible to direct
advertisements at this group
b. is large enough to permit a profitable market effort toward its members
c. exhibits a response rate to marketing variables different from the rates of other segments
d. is too large and needs to be reduced to a more easily identifiable and measurable size
e. will be difficult to develop a product to match this group of buyers
ANS: B
Substantiality means the selected segment will be large enough to warrant developing and maintaining
a special marketing mix. Serving the specific needs of this segment must be commercially viable, even
if the number of potential customers is small.
17. The marketing manager of Gevalia gourmet coffees wants to target the gay male consumer because he
thinks this segment of consumers appreciates and consumes gourmet coffee. Even though gay
lifestyles are becoming more accepted socially, the manager is finding it difficult to determine the
market potential for this segment because many gay consumers are not willing to admit their lifestyle
publicly. Which criterion of a useful segment does this illustrate?
a. Substantiality
b. Identifiability and measurability
c. Complexity
d. Responsiveness
e. Validity
ANS: B
Segments must be identifiable and their size measurable, which might be difficult due to many gay
consumers not admitting their lifestyle.
18. Which criterion of useable market segments means the firm must be able to reach members of targeted
segments with customized marketing mixes?
a. Substantiality
b. Identifiability and measurability
c. Accessibility
d. Responsiveness
e. Reliability
ANS: C
This describes accessibility.
21. Altria Group Inc.’s Phillip Morris failed at an attempt to target Americans looking for a potentially
safer cigarette. This market exhibits a lack of:
a. substantiality
b. identifiability and measurability
c. responsiveness
d. reliability
e. accessibility
ANS: C
Responsiveness means that the segment responds to a marketing mix differently from other segments,
which does not appear to be the case.
22. A research firm has conducted marketing research on the market for metal roofing for homes. The
research firm has determined there are thousands of homeowners who want the durability provided by
metal roofs. These homeowners are generally married and between 25 and 54 years of age. They tend
to live in suburban neighborhoods and most subscribe to lifestyle magazines. If you were interpreting
these results, you might suggest that the research firm:
a. conduct additional research because it has no idea about the measurability of its segments
b. examine the research report again to see if it can determine segment accessibility
c. conduct a follow-up analysis to determine if the segments it might choose would respond
differently from other segments to its marketing strategy
d. not segment the concrete siding market because the only market for siding is contractors
who build the homes
e. segment the concrete siding market based on the information provided and concentrate its
efforts on suburban homeowners between 25 and 54 who read lifestyle magazines
ANS: C
The only criterion the research firm has not determined is market responsiveness.
23. If a market segment is especially motivated by coupons in newspapers, which segmentation success
criterion is most influential in the success of this program?
a. Responsiveness
b. Identifiability and measurability
c. Substantiality
d. Accessibility
e. Functionality
ANS: A
Responsiveness is in force when a target segment responds differently (hopefully more positively) to
the marketing mix than other segments.
24. A health club has a new fitness program for expectant mothers. After fliers were placed at the offices
of area obstetricians, classes filled up within two days. Which segmentation success criterion was most
influential in the success of this promotion?
a. Substantiality
b. Identifiability
c. Measurability
d. Causality
e. Responsiveness
ANS: E
Responsiveness is in force when a target segment responds differently (hopefully more positively) to
the marketing mix than other segments.
25. _____ are characteristics of individuals, groups, or organizations that marketers use to divide a total
market into segments.
a. Differentiation guides
b. Segmentation bases
c. Perceptual maps
d. Responsiveness quotients
e. Accessibility quotients
ANS: B
This is the definition of segmentation bases.
PTS: 1 REF: 274 OBJ: 08-4 TOP: AACSB Reflective Thinking
KEY: CB&E Model Customer MSC: BLOOMS Level I Knowledge
26. Military Spouses is the only publication in the world that targets readers who are “married to the
military.” Its content reflects the unique set of challenges, hardships, and rewards to those whose
spouses are in the military. The marital status that has been used to distinguish the market for this
magazine is an example of a(n):
a. market base
b. selector base
c. identifier
d. segmentation base
e. discriminator base
ANS: D
A segmentation base is the characteristic used to segment the market.
27. Scott owns Buffalo Mountain Coffee in Deer Park, Ohio. He understands the need to segment his
market, and available marketing research indicates there is much demand in the community for unique
coffee drinks. However, he has few resources and cannot engage in intensive consumer research to
precisely identify a segment. Which of the following strategies would you suggest he employ?
a. Develop an undifferentiated strategy, because it is not a large community and he could
create a single marketing mix that would serve the entire community.
b. Employ a macrosegmentation strategy because the data needed for such a strategy are both
easy to get and fit his needs exactly.
c. Use a single-variable strategy because it offers an inexpensive alternative that would not
require much experience to employ.
d. Use a multiple-variable segmentation strategy because it is easier to use than
single-variable segmentation.
e. Conduct a VALS investigation of his buying market.
ANS: C
Though less precise, single-variable segmentation has the advantage of being simpler and easier to use
than multiple-variable segmentation.
28. Consumers in Louisiana love hot sauce, and Tabasco and Crystal brands are particularly popular there.
Consumers in Michigan do not like hot food, so they purchase very little hot sauce. A national chain
of grocery stores would likely use _____ segmentation when stocking condiment merchandise.
a. geographic
b. economic
c. demographic
d. benefit
e. geodemographic
ANS: A
The most logical base for segmentation of a product that is used more in one area than another is
geographic.
30. A manufacturer of blankets knows heavy 100 percent wool blankets sell better in the New England
area where the winters are harsh and that lighter-weight blankets sell better in the Southeast market
where mild winters require fewer and lighter covers for the bed. Segmenting the market according to
climate is an example of _____ segmentation.
a. psychographic
b. lifestyle
c. perceptual
d. demographic
e. geographic
ANS: E
Geographic segmentation includes segmenting markets by climate.
31. The Coca-Cola Company has over 450 brands in over 195 countries. According to their web site, their
products range from Samurai, an energy drink available in Asia, to Vita, an African juice drink.
Coca-Cola uses _____ segmentation in this marketing strategy.
a. geographic
b. economic
c. demographic
d. usage-rate
e. multi-positioning
ANS: A
Geographic segmentation segments markets by region of the country or world.
32. Almost all cell phones sold in the United States are black or gray. Almost all cell phones sold in
Europe are colorful, and very few black phones are sold. A cell phone manufacturer knowing this
information could use _____ segmentation when selling its phones internationally.
a. geographic
b. economic
c. demographic
d. benefit
e. multi-positioning
ANS: A
Geographic segmentation includes segmenting markets by region of the country or world.
33. All of the following statements are reasons why consumer goods companies take a regional approach
to marketing rather than a national approach EXCEPT:
a. Many firms need to find new ways to generate sales because of sluggish and intensely
competitive markets.
b. A regional approach gives marketing managers control over the competitive environment.
c. Computerized checkout stations with scanners enable retailers to assess accurately which
brands sell the best in each region.
d. Many packaged goods manufacturers are introducing new regional brands intended to
appeal to local preferences.
e. A more regional approach allows companies to react more quickly to competition.
ANS: B
The competitive environment is one of the noncontrollable factors in a company’s environment.
34. Marketers use _____ to segment markets because this information is widely available, and factors such
as age or gender are often related to consumer purchasing and consumption behavior.
a. benefits
b. psychographics
c. demographics
d. usage rates
e. sociocultural attributes
ANS: C
Common bases of demographic segmentation are age, gender, income, ethnic background, and family
life cycle.
35. Income, ethnic background, gender, and age are all examples of _____ segmentation bases.
a. geodemographic
b. organizational
c. demographic
d. socioeconomic
e. psychographic
ANS: C
These are demographic characteristics of consumers.
36. Colgate manufactures a fruit-flavored SpongeBob Squarepants toothpaste for kids. The age-based
variable that distinguishes the market for this product is an example of a(n) _____ segmentation.
a. geographic
b. demographic
c. psychographic
d. benefits
e. usage rate
ANS: B
A demographic base segments the market. SpongeBob Squarepants toothpaste is produced for young
children and sold to their parents.
37. Modern Maturity magazine is targeted toward adults age 50 and older. It has articles on health and
fitness as well as the arts and finance. What segmenting base is Modern Maturity using?
a. demographic
b. geographic
c. nomological
d. economic
e. generational
ANS: A
This magazine is using age as a segmentation base, which is characteristic of demographic
segmentation.
38. Fisher-Price developed a rugged, waterproof camera for children. This product uses _____
segmentation.
a. ethnicity
b. income
c. age
d. gender
e. occupation
ANS: C
Attracting children is a popular strategy for companies that hope to instill early brand loyalty.
39. While most marketing to Generation Y tries so hard to be hip that it borders on parody, Vans has kept
the decades-old brand real and vital for Gen Yers. Marketing programs the footwear manufacturer uses
to reach Gen Yers include the Vans Skate Parks, which operate in malls around the country; the wildly
successful Vans Warped Tour for alternative music; and the Vans Triple Crown, the brand’s answer to
the X Games. The segmentation plan used by Vans relies heavily on _____ segmentation.
a. ethnicity
b. income
c. age
d. gender
e. occupation
ANS: C
Gen Y consists of people born between 1979 and 1994.
PTS: 1 REF: 276 OBJ: 08-4 TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy MSC: BLOOMS Level III Application
40. Redbook magazine targets what it calls “Redbook jugglers,” defined as 25- to 44-year-old women who
must juggle family, husband, and job. According to a Redbook ad, “She’s the product of the ‘me
generation,’ the thirty-something woman who balances home, family, and career— more than any
generation before her, she refuses to put her pleasures aside. She’s old enough to know what she
wants. And young enough to get it.” This is an example of _____ segmentation.
a. demographic and psychographic
b. benefit desired and usage rate
c. geodemographic and benefit desired
d. demographic and usage rate
e. benefit desired and demographic
ANS: A
Thirty-something women indicate demographic segmentation. The juggling act describes her lifestyle.
PTS: 1 REF: 276 | 281 OBJ: 08-4 TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy MSC: BLOOMS Level III Application
41. Marketers who hope to sell to baby boomers need to avoid appeals to boomers’:
a. age
b. interests
c. values
d. lifestyles
e. desire for attention
ANS: A
Today’s boomers refuse to believe they are aging, so marketers who want to appeal to this
demographic should appeal to boomers’ interst, lifestyles, and values—anything but age.
42. Which of the following statements about the tween market is TRUE?
a. Tweens represent half of all spending in the United States.
b. Tweens are technologically savvy and are very social consumers.
c. Tweens typically have very little influence over major family purchase decisions.
d. Tweens spend a considerable amount of money on health-related purchases.
e. All of the above are true.
ANS: B
Tweens have a lot of tech savvy and are social consumers.
43. Abbeville Press published a book by Armin Brott and Jennifer Ash entitled The Expectant Father:
Facts, Tips, and Advice for Dads-to-Be. It is an advice book for men whose partners are expecting a
baby. What demographic variables have been used to define the market for this book?
a. Benefit desired and lifestyle
b. Gender and family life-cycle stage
c. Age, gender, and personality
d. Benefit desired and gender
e. Usage-rate and lifestyle
ANS: B
Benefit desired, personality, and lifestyle are not demographic variables.
PTS: 1 REF: 277 | 281 OBJ: 08-4 TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy MSC: BLOOMS Level III Application
44. Deal$ stores sell a wide variety of low-priced merchandise: party supplies, cleaning products, toys,
food, housewares, and health and beauty products for both men and women. Many items in the store
are priced no higher than one dollar. Which type of demographic segmentation is Deal$ using?
a. Ethnic
b. Usage rate
c. Income
d. Gender
e. Age
ANS: C
The store sells low-priced products to appeal to low-income customers.
45. H&M plans to open a new store in Saudi Arabia. It will be staffed completely by women. Saudi Arabia
has strict laws about women interacting with men other than their husbands so only women will be
permitted to shop there. Which type of demographic segmentation is H&M using?
a. Lifestyle
b. Usage rate
c. Benefit
d. Age
e. Gender
ANS: E
Gender is a demographic variable, but benefit and lifestyle are not.
46. Johnson Publishing Company, the world’s largest African American-owned publishing company and
home of Ebony magazine, has forged an alliance with Dan River, Inc., to create luxury bed and bath
products for the newly developed Ebony Home brand. This brand will use the strong relationship the
publisher has with the African American market to sell the brand. What form of demographic
segmentation will be used to market the Ebony Home brand?
a. Geographic
b. Income
c. Ethnic
d. Benefit
e. Lifestyle
ANS: C
Out of this list, only ethnic segmentation is a demographic variable.
48. Which of the following statements about the Hispanic-American market is TRUE?
a. Hispanic-Americans spend less on packaged goods than any other demographic segment.
b. Hispanic Americans rarely purchase products and services advertised on television.
c. By 2013, Hispanic-Americans will constitute the second-largest ethnic market in the U.S.
d. The Hispanic segment is less likely to carry credit card debt than the general U.S.
population.
e. Hispanic-Americans make more online purchases than any other ethnic group in the U.S.
ANS: D
Hispanic-Americans are also less likely to have mortgage debt and tend to have two or more income
earners in the household.
49. _____ have higher-than-average household incomes and education levels than the general U.S.
population.
a. African-Americans
b. Native Americans
c. Hispanic-Americans
d. Caucasians
e. Asian-Americans
ANS: E
Asian Americans also make more online purchases per year than African-American and Caucasian
consumers.
50. Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many young
women consult this magazine as they plan their special day. The segmentation base used to define the
publication’s target market is based on _____ variables.
a. geodemographic
b. geographic
c. family life-cycle
d. lifestyle
e. psychographic
ANS: C
The publication targets a market segment of consumers in a particular family life-cycle stage.
PTS: 1 REF: 279 OBJ: 08-4 TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy MSC: BLOOMS Level III Application
51. A series of stages determined by a combination of age, marital status, and the presence or absence of
children is known as the:
a. generation gap
b. family life cycle
c. maturation process
d. segmentation cycle
e. psychographic process
ANS: B
This described family life cycle.
52. Jane graduated from high school in 1978, is married, and has two teenaged children. Most of Jane’s
friends from high school have children who have already graduated from college, gotten married, and
some with grandchildren. Jane and her former classmates are at difference stages of the:
a. internalization phase
b. segmentation process
c. family life cycle
d. psychographic cycle
e. maturation process
ANS: C
Family life cycle (FLC) is a series of stages determined by a combination of age, marital status, and
the presence or absence of children.
53. Evenflo makes baby-gates to keep toddlers away from stairs. What demographic segmentation variable
will Evenflo use to identify its target market?
a. gender
b. benefit
c. usage rate
d. family life cycle
e. ethnic
ANS: D
The segment is families with young children.
54. Which of the following businesses would be most likely to use family life-cycle segmentation?
a. Businesses that produce and market computer software and hardware
b. The snack industry
c. Fast-food restaurants
d. Business-to-business marketers
e. Wedding planners, couples-only resorts, and day-care centers
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shutters, was Robespierre. They all turned to it loudly, and the
sentence was pronounced which some say God has executed—that
it should disappear and not be known again, and be hidden by high
walls and destroyed.
The house was silent, shut, blockaded. It was like a thing which is
besieged and which turns its least sentient outer part to its enemies.
It was beleaguered by the silent and unseen forces which we feel
pressing everywhere upon the living. For it contained the man who
had sent that cartload of his friends to death. Their fault had been to
preach the permanent sentiments of mankind, to talk of mercy, and
to recall in 1794 the great emotions of the early Revolution—the
desire for the Republic where every kind of man could sit and laugh
at the same table, the Republic of the Commensales. They were the
true heirs of the spirit of the Federations, and it was for this that they
were condemned. Even at this last moment there radiated from them
the warmth of heart that proceeds from a group of friends and lovers
till it blesses the whole of a nation with an equal affection. Theirs had
been the instinct of and the faith in the happy life of the world. It was
for this that the Puritan had struck them down; and yet it is the one
spirit that runs through any enduring reform, the only spirit that can
lead us at last to the Republic.
In a remote room, where the noise of the wheels could not reach
him, sat the man who, by some fatal natural lack or some sin of
ambition unrepented, had become the Inquisitor—the mad, narrow
enemy of mercy and of all good things.
For a moment he and his error had the power to condemn,
repeating a tragedy of which the world is never weary—the mean
thing was killing the great.
Nevertheless, if you will consider the men in the tumbril, you will
find them not to be pitied except for two things, that they were loved
by women whom they could not see, and that they were dying in the
best and latest time of their powerful youth. All these young men
were loved, and in other things they should be counted fortunate.
They had with their own persons already transformed the world.
Here the writer knew that his talent, the words he had so carefully
chosen and with such delight in his power, had not been wasted
upon praise or fortune, but had achieved the very object. There the
orator knew and could remember how his great voice had called up
the armies and thrown back the kings.
But if the scene was a tragedy, it was a tragedy of the real that
refused to follow the unities. All nature was at work, crowded into the
Revolutionary time, and the element that Shakespeare knew came in
of itself—the eternal comedy that seems to us, according to our
mood, the irony, the madness, or the cruelty of things, was fatally
present to make the day complete; and the grotesque, like a
discordant note, contrasted with and emphasised the terrible.
Fabre, who had best known how omnipresent is this complexity—
Fabre, who had said, “Between the giving and taking of snuff there is
a comedy”—furnished the example now. Danton hearing so much
weakness and so many groans from the sick man said, “What is your
complaint?” He answered, “I have written a play called ‘The Maltese
Orange,’ and I fear the police have taken it, and that some one will
steal it and get the fame.” Poor Fabre! It is lost, and no one has the
ridicule of his little folly. Danton answered him with a phrase to turn
the blood: “Tais toi! Dans une semaine tu feras assez de vers,” and
imposed silence. Nor did this satisfy Fate; there were other points in
the framework of the incongruous which she loves to throw round
terror. A play was running in the opera called the “10th of August;” in
this the Dantonists were represented on the stage. When the
Dantonists were hardly buried it was played again that very night,
and actors made up for Hérault and the rest passed before a public
that ignored or had forgotten what the afternoon had seen. More
than this, there was already set in type a verse which the street-
hawkers cried and sold that very night. For the sake of its
coincidence I will take the liberty of translating it into rhymed heroics:
—