All of the following are criteria used for forming market segments except which

Student: ___________________________________________________________________________

1. Zappos currently targets which market segment? A. those seeking high personal touch services B. those seeking the convenience of in-home purchases C. those seeking group purchase discounts D. those seeking customized shoe products

2. One of the key differentiators that separates Zappos from other online shoe retailers is their focus on ______. A. customer service B. high-end brands C. cheap discounted brands D. only shoes

3. What was the core reason why Zappos stopped shipping to Canada? A. logistical issues B. Canadian regulations C. inability to offer WOW customer service D. none, Zappos still ships to Canada

4. All of the following are attributes of the Zappos market segment, except: A. selection B. convenience C. service D. price

5. Henry Ford developed his Model T, a car he felt would satisfy the needs of everyone. Ford said, "They can have it in any colour, as long as it's black." His strategy was simple: focus in the economies of scale created by mass production. Ford's strategy was also known as a: A. segmented strategy. B. mass marketing strategy. C. niche marketing strategy. D. focused marketing strategy.

6. To be identified as a market segment, its members must: A. represent a large share of the entire market and have critical buying power. B. have common needs and respond similarly to marketing actions. C. have different needs and have potential for future growth. D. have different needs and respond similarly to market actions.

7. Whirlpool aggregates prospective customers who are all interested in a low-cost washing machine and respond positively to mail-out marketing material. This process is referred to as: A. Diversification B. Divestment C. Market segmentation D. Market augmentation

8. Market segmentation involves linking ______ to an organization's ________. A. buyers' needs; marketing program B. product benefits; capabilities C. prospective buyers; marketing mix D. market information; customer databases

9. PepsiCo is assessing whether to launch a brand new type of antioxidant water product. The marketing department has described a selection of the population as: "relatively homogeneous collections of prospective buyers." The marketing department is describing what? A. market segments B. demographic clusters C. organizational buyers D. ultimate consumers

10. PepsiCo sells a bottled water product to those that are health conscious. They also sell Pepsi to those that need a ‘sugar rush' and ‘caffeine wake-up' to get them through the afternoon. What strategy is PepsiCo using? A. Dual distribution. B. Market differentiation. C. Product differentiation. D. Market penetration.

11. When Comfy Covers Ltd., a BC fiber pillow manufacturer offers firm pillows for side sleepers, medium pillows for back sleepers, and soft pillows for stomach sleepers, what is this marketing strategy called?

A. product sampling B. product extrapolation C. product differentiation D. usage segmentation

1. When Procter & Gamble introduced Crest toothpaste, the first fluoride toothpaste, it was intended for use by children and was therefore given a child-appealing bubble gum flavour. Sometime later, the same basic formula was given a fresh, minty flavour to appeal to adults. What is this marketing strategy called?

A. product sampling B. product extrapolation C. product differentiation D. usage segmentation

1. At a Hallmark store you can find several different brands of greeting cards, including Fresh Ink, Nature's Sketchbook, Shoebox, Maxine, Mahogany, and Tree of Life cards - all made by Hallmark for sale in its stores. Hallmark uses a _____ strategy to reach several different market segments. A. product differentiation B. product extrapolation C. behavioural segmentation D. usage segmentation

2. Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach. Today you can buy Original Alka-Seltzer, Extra Strength Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue, and Alka-Seltzer Heartburn Relief). Each Alka-Seltzer product is targeted to a slightly different market segment. The maker of Alka-Seltzer is using: A. product differentiation. B. market sectioning. C. product targeting. D. product segmentation.

3. After launching a brand new, high-end road bicycle to a specific segment interested in road races and triathlons, the company needs to determine whether they properly segmented their market. Which of the below results is likely indicative of success? A. increased sales and profitability. B. increase in customer inquiries, but no purchases. C. increase in competition. D. increased confusion from prospective buyers.

4. Marketers use market segmentation to each of the following EXCEPT: A. to link market needs to an organization's marketing program. B. to relate supply to demand in economic terms. C. to develop specific marketing actions related to the 4 Ps. D. exploit economies of scale in order to focus on mass production.

5. Small athletic shoe manufacturers such as Vans and New Balance have targeted niche markets and made shoes designed to satisfy needs of different customers. This strategy is an example of: A. mass customization. B. MSA and NAICS. C. market segmentation. D. synergy.

6. At a board meeting, the Chief Marketing Officer for Procter & Gamble provides a graphical figure that relates market segments to products offered. This graphical figure is likely a(n): A. growth-share matrix B. payoff table C. market-product grid D. product differentiation table

7. Which two aspects does a market-product grid relate? A. Estimated expenses for products sold to various market segments. B. Total anticipated revenue for each product to market segments. C. Total anticipated profit for each product to segments. D. The segments of a market to products offered or potential marketing actions by the firm.

8. One advantage of a market-product grid is that it can be used to: A. make optimal decisions under conditions of uncertainty. B. screen many new product ideas in order to select the one with the best long-run market potential. C. relate likely sales of products to prospective market segments. D. select representative samples of consumers for marketing research studies.

9. Verve creates high-end personalized iPhone cases that use diamonds, gold, and platinum that appeal to very wealthy individuals. Which is their likely segment strategy? A. Economies of scope. B. Economies of scale. C. Mass marketing. D. Mass customization.

10. A business firm segments its markets when this strategy increases its sales revenue, profit, and ROI. When its increases in expenses more than offset the potentially increased revenues from segmentation, it should: A. terminate as many employees as possible to save money. B. reduce production costs, which will lower quality. C. act as its own distributor. D. not attempt to segment its market any further.

11. Individual movies, magazines, and books are frequently directed to two or more distinct market segments. This is an example of: A. multiple products and multiple market segments. B. one product and multiple market segments. C. mass customization. D. mass marketing.

12. Heinz Ketchup sells their traditional ‘Red Ketchup' product in three market segments. One of the advantages of this strategy is _____________ is avoided. A. the extra cost of developing and producing additional versions of the product B. creating a service gap C. indirect distribution and logistics problems D. strategic planning

13. Which of the following is an example of a single product with multiple market segments? A. Reebok shoes makes tennis shoes, running shoes, walking shoes, and Weeboks. B .

Reach Toothbrush makes several versions of its toothbrush, which are available in a soft, medium, and hard bristle and a short or normal length head. C. Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women. D. Kellogg's and Post both make bran cereals with raisins.

1. A new health food store is being built downtown Toronto. To build a solid customer base, they are asking consumers to discuss online important issues about healthy living and health food. Which segment will be likely purchasers of products from the new store? A. Online/Real time B. Suits & Strategy C. Chat, Chill, and Connect D. Samplers & Lurkers

2. When compared to a multiple-products-multiple-market segments strategy, a one-product-and-multiple- market-segment strategy: A. is a much more effective means of meeting consumers' individual needs. B. is much more profitable. C. creates greater economies of scale (cost savings) in manufacturing costs. D. is a more effective way of meeting organizational objectives.

3. What is the most likely way for consumers to benefit because a firm uses a strategy of one product for multiple market segments? A. increased satisfaction of consumer wants and needs B. increased number of choices C. lower retail prices because of lower production costs D. improved service

4. According to Zinc Research, all of the below are segments of Canadian social media users, except: A. Online/Real time B. Suits & Strategy C. Chat, Chill, and Connect D. Samplers & Creepers

5. The segment ‘social media followers' are more likely to purchase which product? A. "No Name" Tomato Sauce B. "Basic Tomato" Sauce C. "President's Choice" Tomato Sauce D. "Entry Brand" Tomato Sauce

6. Yahoo's shopping portal recently began to offer people who visited the site the ability to buy songs from Imix's collection of more than 200,000 tracks from record labels that include BMG and Sony Music Group. Customers can choose up to 70 minutes of music for around $1 per song. Then they can choose an art design and a title for each CD and have a disc shipped for $2. This is an example of: A. mass customization. B. how the 80/20 rule is implemented. C. market augmentation. D. market melding.

7. Paris Miki enables customers to help design their own eyeglasses, using a system that eliminates the need to try on countless pairs of eyeglasses to find the right one. This is an example of: A. mass customization. B. synergy. C. target marketing. D. how the 80/20 rule is implemented.

8. Model E is a new type of car manufacturer that relies on the Internet to build new car designs from prototypes to marketable vehicles much faster than ever before possible. "Think of Model E as the Dell of the auto industry, designing products based on what consumers truly want and leveraging best-in-class components and micro-factory approaches for rapid design, launch, and direct delivery," said William Santana Li, president and CEO of Model E. From this quote, you should recognize that Model E relies on: A. build-to-order (BTO). B. a one-product-one-market-segment strategy. C. repositioning. D. perceptual mapping.

9. Moto X, a smartphone offered by Google and Motorola allows users to personalize the colors, case, and engravings online before purchasing. This is an example of which strategy? A. product sampling B. product extrapolation C. mass customization D. usage segmentation

10. By Terry is a company that caters to the very affluent consumer who desires complete personalization. This Paris-based boutique will use your DNA and planetary alignment to customize your very own lipstick. The lipstick is designed and created solely for you. But it will cost you US$1,200. This is an extreme example of: A. product sampling B. product extrapolation C. ultra customization D. usage segmentation

11. Moto X, a smartphone offered by Google and Motorola allows customers to visit its website and design the color scheme, case, and engravings according to their personal desires. This website would particularly appeal to people who want a unique product that separates them from their peers and makes them stand out in the crowd. This would be descriptive of which type of market segmentation variable?

A. psychographic B. demographic C. socioeconomic D. usage

1. When Future Vacations allows customers to personalize their next vacation and customize their trip to whatever their needs are, this would best be described as: A. ultra-customization B. product innovation C. product differentiation D. mass personalization

2. Johnson Gloves is a company that caters to the very affluent consumer who desires complete personalization. This Madrid-based boutique will use your fingerprints to customize your very own pair of driving gloves. The gloves are designed and created solely for you. This is an example of: A. ultra-customization B. ultra-personalization C. mass-personalization D. mass-appeal

3. Mars Candies decides to extend the level of customization of their M&Ms. When you send in a salvia swab, the company will custom tailor the balance of salty/sweet/savory of the M&M to best appeal to your taste buds and ship you a package. This strategy is known as: A. ultra-customization B. mass customization C. ultra-personalization D. deliciousness

TB Figure 1

1. Cell "A" in TB Figure 1 represents which stage of the market segmentation process? A. Link needs to actions B. Identify market needs C. Establish a marketing protocol D. Execute marketing program actions

2. Cell "B" in TB Figure 1 represents which stage of the market segmentation process? A. Link needs to actions B. Identify market needs C. Establish a marketing protocol D. Execute marketing program actions

3. Cell "C" in TB Figure 1 represents which stage of the market segmentation process? A. Link needs to actions B. Identify market needs C. Establish a marketing protocol D. Execute marketing program actions

4. A different market segment usually requires a different marketing action that in turn means greater costs. If increased revenues do not offset extra costs, a marketer should _____ to reduce the number of marketing actions. A. increase the advertising budget B. try direct mail instead of broadcast advertising C. cancel current activities D. combine segments

5. Understanding customer needs is the ____ step in market segmentation. A. first B. second C. third D. fourth

6. When Mikki asked her father for his advice about marketing software for the disabled, he told her, "Reaching a segment requires a simple but effective marketing action. If no such action exists, don't segment." Mikki's father is expressing concern about the: A. feasibility of marketing actions to reach the segment. B. different needs of buyers among different segments. C. similarity of needs of potential buyers within a segment. D. simplicity and cost of assigning potential buyers to segments.

7. Which of the following is NOT a criterion used in forming segments? A. potential for increased profit and ROI B. similarity of needs of potential buyers within a segment C. competitive position D. feasibility of marketing action to reach a segment

8. All of the following are the main dimensions used to segment Canadian consumer segments, except: A. geographic B. behavioural C. demographic D. ethnographic

9. Which of the following is NOT a criterion used in forming market segments? A. potential for increased profit and ROI B. similarity of needs of potential buyers within a segment C. difference of needs of buyers between segments D. cost of reaching the segment

10. A marketing manager must be able to put a market segmentation plan into effect. This means being able to recognize the characteristics of potential buyers and _____ without encountering excessive costs. A. maximize internal considerations B. diversify their interests C. optimize their different needs D. assign them to a segment

11. A new car dealer decides to open up a dealership in a region that has higher than national average income. Which characteristic is the new car dealer using to segment their market? A. psychographic B. demographic C. customer D. local

12. Which of the following statements demonstrates geographic segmentation? A. In China KFC sells a much spicier chicken in its restaurants that are farther away from the coastal areas. B. GE built a downsized microwave oven to hang under kitchen cabinets. C. Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. D. A fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays.

13. Doris Lewis owns Lewis Edibles Inc., a company that makes Tongue Tinglin' B.B. sauce. She wants to target local people who like the special blend of flavours found only in North Carolina mustard- based barbecue sauce. The easiest method for segmenting her market is to use _____ segmentation variables. A. age B. behaviour C. socioeconomic D. geographic

14. Universal Concerts is planning on bringing a series of concerts to Canada next year. In order for its concerts to be a success, it needs to know that Western Canadians like country music and that a country music event in Eastern Canada is much more likely to have empty seats. This consumer behaviour requires Universal Concerts to segment its Canadian market according to: A. geographic and psychographic characteristics. B. demographic characteristics. C. lifestyle and demographic characteristics. D. usage rate and demographic characteristics.

15. Modern Maturity magazine is a publication that is sent to all AARP members, who by organization definition have to be at least 50 years old to join. The market segment for Modern Maturity magazine was defined by: A. usage rates. B. usage patterns. C. buyer situations. D. demographic characteristics.

16. When the Benihana Frozen Foods Corporation began to offer its Famous Restaurant Classics meals in single serving packages, it was relying on a _____ segmentation variable to define a market based on serving size. A. regional B. demographic C. lifestyle D. geographic

17. When a telemarketer calls to sell a consumer vinyl siding for his or her home, the first question the telemarketer asks is if the person answering the phone is a homeowner. Whether the prospect is a homeowner indicates the use of which type of consumer segmentation variable? A. usage B. behaviour C. demographic D. buying situation

18. At a Hallmark store you can find several different product lines of greeting cards, including Fresh Ink, Nature's Sketchbook, Shoebox, Maxine, Mahogany, and Tree of Life cards - all cards made by Hallmark for sale in its stores and intended to appeal to different target markets. The Shoebox line sells for $0, which is a significantly lower price than some of the other Hallmark brands. The Shoebox line is designed to appeal to people on limited budgets. This is an example of _____ segmentation. A. psychographic B. behaviour C. buying situation D. demographic

19. Magazines like Fitness, Field & Stream, Golf Digest, and Health all use a _____ segmentation strategy. A. demographic B. psychographic C. geographic D. sociocultural

20. Nike recently debuted King James XVII shoes (Lebron James) with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox. Nike is targeting a market it identifies as "keepers," people who buy the shoes, keep them under their bed, and when friends come over, show them the shoes. Selling to the market segment called "keepers" probably means that Nike is using which of the following types of customer characteristic variables to segment this market? A. demographics B. psychographics C. usage D. benefits sought

21. Nike recently debuted King James XVII shoes (Lebron James) with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox. Nike is targeting a market it identifies as "keepers," people who buy the shoes, keep them under their bed, and when friends come over, show them the shoes. Selling to the market segment called "keepers" probably means that Nike is using which of the following types of buying situation variables to segment this market? A. demographics B. psychographics C. awareness and intentions D. behavioural

22. The headline of the ad for the Sleep Number bed by Select Comfort read, "5 Reasons Why You'll Sleep Better on a Sleep Number Bed." From this information, you know that Select Comfort uses _____ segmentation. A. behavioural B. psychographic C. demographic D. socioeconomic

23. Which segmentation factor will members of a local hunting, fishing, and trapping association be characterized as? A. Psychological variables. B. Consumer behaviour. C. Attitudes. D. Psychographic variables.

24. The slogan for General Foods International Coffee is "It Stirs the Soul." General Foods was trying to get customers to think about how drinking a cup of rich-flavoured coffee is indulgent. Based on that trademarked slogan, you should realize the product is using a _____ segmentation strategy. A. geographic B. socioeconomic C. behavioural D. product knowledge

25. Pearl Izumi offers three different lines of triathlon gear: Select, Elite, and Pro. Which segmentation characteristic would likely cause a beginner triathlete to purchase a product from the Pro line? A. geographic B. socioeconomic C. behavioural D. product knowledge

26. Many families today hold potluck meals during holidays or special events. Participants bring casseroles, vegetables, breads, and desserts and all share the food. It is easy to forget to take the bowl that you brought to the dinner back home with you. Reynolds responded to this problem by creating Pot Lux cookware, attractive and inexpensive disposable dishes for transporting food. Reynolds has recognized how to use ____ variables to segment its market. A. user status B. behavioural C. demographics D. family size

27. Many companies have cut travel budgets, so that very few business people are authorized to fly first class. Despite the shrinking pool of business-class travelers, British Airways (BA) has grown market share for its transatlantic business class by offering greater comfort. Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule. BA's strategy is an example of _________ segmentation. A. life stage B. lifestyle C. industry sector D. behavioural

28. Pepperidge Farm has developed new thick-sliced French Toast Swirl bread. The company realizes most people who eat toast for breakfast, see it as a side dish. Pepperidge Farm's ads advise consumers of this bread that this new product "doesn't go with breakfast. It is breakfast." Which segmentation variable is being used in this example? A. behavioural B. psychographic C. demographics D. family size

29. A local grocery store determines that the average consumer visits the store three times during a seven- day-period. What did the grocery store determine? A. trial B. inventor C. usage rate D. consumption rate

100 Harris and Associates, a New York sales promotion agency, discovered from analysis of its files that one-fifth of its clients accounted for more than three-quarters of its fees and commissions. This is an example of what classic concept? A. the law of inverse proportions B. the 80/20 rule C. the survival of the fittest D. the law of eminent domain

101 customization is similar to ultra-customization, as the 80/20 rule is similar to ___________ consumer segmentation variable. A. usage rate B. psychographic C. benefits sought D. behaviour

102 rental companies, Dollar, Hertz, and Avis all target the same business users who only need a car for one day. These business users will pick-up and drop-off at the same airport. Which positioning strategy do these rental companies likely use? A. Head-to-Head B. Differentiation C. Same-Same D. Oligopoly

103 of the following are steps in the positioning process, except: A. Identify the important attributes for a product or brand class. B. Discover how target customers rate competing products or brands with respect to these attributes. C. Discover where the company's product or brand is on these attributes in the hearts or minds of potential customers. D. Discover how much consumers are willing to pay for your product.

104 a financial institution considers charging additional convenience fees for things such as calling into customer service or visiting a teller in person they may be attempting to ____________ a customer segment group. A. fire/de-market B. overcharge C. annoy D. encourage them to keep their money at home

105 local producer manufactures sheet metal that is used to manufacture car doors. This producer finds the NAICS codes for all of the car manufacturers in the area to sell the sheet metal to. This producer is attempting to: A. get around gatekeepers and reach buyers. B. forecast sales to a consumer market. C. segment an organizational market. D. segment a consumer market.

106 Air Center in Marana, Arizona, is the world's biggest parking lot for unwanted commercial aircraft. Airlines pay from $750 to $5,000 a month for its storage service. The warm, dry air where the operation is located serves as a cheap and effective airplane preservative. Which organizational segmentation variables might Evergreen use to segment its market? A. NAICS codes and benefits sought B. number of locations and benefits sought C. location and demographics D. NAICS sectors and number of locations

107 Morris talent agency represents country singer Trace Adkins in negotiations with various venues in which he could perform. Imagine that the agency decided the singer would not perform at venues located in communities that had less than 100,000 people. This would be segmenting the market by _____ variables. A. nature of good B. psychographic C. geographic D. usage

108-based Renewable Energy Ltd. sells a device that converts manure into energy. One of the $10 million devices is capable of generating energy equal to $2 million of natural gas per year. The company believes its target market is businesses that use a lot of energy like its first customer, a fertilizer manufacturer, and that are located in rural areas. It will use which of the following strategies to segment its market? A. Benefits sought and geographic. B. Number of employees and benefits sought. C. Purchase location and purchase type. D. Demographic and geographic.

109 evaluating entry into the large Boston market, Seattle-based Starbucks Coffee Company found that Coffee Connection, a well-established local chain, already occupied many prime locations. Starbucks entered the market anyway because it based its decision on: A. number of employees, a geographic variable. B. the NAICS code, a demographic variable. C. population density, a geographic variable. D. the nature of good, a customer characteristic variable.

110 Products makes fertilizers used on golf courses. Which demographic market segmentation variable would provide the greatest benefit to the organization? A. NAICS codes B. annual sales C. buying conditions D. nature of goods

111 of the following is NOT a basis used to segment organizational markets? A. geographic B. psychographic C. annual sales volume D. usage rate

112 experts have combined geographic, demographic, and behavioural segmentation variables used in segmenting organizational (business) markets to produce a segmentation concept known as: A. GDBics B. orgagraphics C. firmographics D. busnigraphics

113 including both organizational or business characteristics—such as location, size of firm, industry category, corporate activities, business objectives, and buying objectives—and characteristics of the composition of the organization—such as the income distribution of employees, age, gender, and education of the workforce, experts have referred to these variables collectively as: A. GDBics B. orgagraphics C. firmographics D. busnigraphics

121 of the following is NOT a criterion used for selecting a market segment? A. size of the market B. similarities of needs of potential buyers C. competitive position D. cost of reaching the segment

122 Foods Company is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise. One criterion management wants to use to evaluate potential new geographic market segments is whether new equipment must be bought to serve each new segment. This is an example of which criterion used to pick new target market segments? A. Best Food's competitive position in the segment B. Best Food's created product groupings C. expected growth of the market segment D. compatibility with Best Food's objectives and resources

123 general criteria are often used to pick target segments. They include the size of the market, expected growth of the market, competitive position of the firm with respect to the market, and compatibility with the organization's objectives and resources. What is the fifth criterion? A. cost of reaching the segment B. time required to create awareness C. need to conform to government regulations D. how long target market members have been customers

124 of the following is NOT one of the five general criteria often used to pick target segments? A. cost of reaching the segment B. need to conform to government regulations C. expected growth of the market D. competitive position of the firm with respect to the market

125 fast food restaurant is likely to undertake an analysis of all of the following to select a target market, except: A. cost of reaching the segment B. the size of the market C. expected growth of the market D. compatibility with the market's objectives and resources

126 rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident. In terms of the criteria used for selecting a target market, this market would: A. have no expected growth. B. not be compatible with the company's current resources. C. be very small. D. be readily accessible to the firm's marketing programs.

127 developing a marketing strategy for the newly released Nike Air Jordan XVII with a price tag of $200, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of: A. selecting target market segments to reach. B. forming products to be sold into groups. C. developing a market-product grid and estimating size of markets. D. taking marketing actions to reach target markets.

128 to the text, which of the following is a criterion for selecting a target market? A. similarity of needs of potential buyers within a segment B. difference of needs of sellers between segments C. feasibility of a marketing action to reach a segment D. competitive position or amount of competition in the segment

129 to the text, which of the following is a criterion for selecting a target market? A. similarity of needs of potential buyers within a segment B. difference of needs of buyers between segments C. expected growth of segment D. simplicity and cost of assigning potential buyers to segments

130 of the following is NOT a criterion for selecting a market segment? A. similarity of needs of potential buyers B. expected growth C. competitive position D. cost of reaching the segment

131 company might select a shotgun approach to advertising if it wants to: A. select a more focused target market of smaller segments. B. reach a wide number of different segments. C. destroy a competitor's credibility. D. force a competitor to take a defensive action.

132 bakery chose to target breakfast crowds and people who wanted to have something special to go with their meals. It ran advertisements saying it was open at 4:30 AM, and it handed out flyers in nearby buildings promoting that it did a second baking in the early afternoon so customers could have the freshest baked goods to go with their evening meals. Since its advertising was very focused, it could be said that the bakery used a: A. hit-or-miss approach. B. shotgun approach. C. head-to-head methodology. D. rifle approach.

133 bank determined through detailed segmentation analysis that certain customers were clearly less profitable, or even unprofitable, to serve compared with others. They started to charge a fee to those high- cost, low-profit customers if they used a teller at a branch or if they phoned a call centre for customer assistance. Many of these customers, upon finding charges of $2 per contact, decided to leave the bank, which is exactly what the bank intended. It could be said that the bank used ______ customers. A. segmentation of B. de-segmentation of C. de-selection of D. de-servicing of

134 Lewis owns Lewis Edibles, Inc., a company that makes Tongue Tinglin' B.B. sauce. She wants to target local people who like the special blend of flavours found only in North Carolina barbecue sauce. In developing a marketing strategy to sell the sauce, Lewis decided to join Goodness Grows in North Carolina, a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops. Lewis has just: A. selected target market segments to reach. B. formed products to be sold into groups. C. developed a market-product grid and estimated size of markets. D. taken marketing actions to reach target markets.

135 Johnson makes jams and jellies that sell under the brand name of Yesterday's Kitchen. In developing a marketing strategy to sell her product line, she decided to buy an ad in the local shopper's newspaper that is well-read in her region of the country. She has just: A. selected target market segments to reach. B. formed products to be sold into groups. C. developed a market-product grid and estimated size of markets. D. taken marketing actions to reach target markets.

What are the 4 basic criteria for segmenting a market?

Which of the following criteria would not be used to segment markets?

What are the five 5 criteria to use in forming a segment?

What is the criteria to use in forming the segments?