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New Balance has many offerings. It makes the Minimus line of shoes with a Vibram outsole and REVlite cushioning for those who want to "feel the trail." Its 1260v2 shoe incorporates Stabilicore technology to "deliver a plush, smooth, and stable ride." And its top of the line, 990v3 traditional running/walking shoe uses a "premium pigskin upper with mesh inserts for breathability, a stability-enhancing ABZORB insole, and ENCAP to promote a healthy gait." The strategy of appealing to different types of customers in this way is an example of


A) mass customization.
B) product definition.
C) market segmentation.
D) single chain marketing.
E) market specific selection.

F) C) and E)
G) None of the above

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Criteria for forming segments involve both similarities and differences. Which of the following statements is most accurate?


A) Within a segment, the needs of potential buyers should be different; among segments, the needs of buyers should be similar.
B) Within a segment, the needs of potential buyers should be similar; among segments, the needs of buyers should be different.
C) The needs of buyers should be different, both between segments and within segments.
D) The needs of buyers should be the same, both between segments and within segments.
E) If there are any differences at all, you should forgo any segmentation.

F) None of the above
G) A) and B)

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Figure 9-2 -The table in Figure 9-2 above is known as a A) needs table. B) cross-tabulation. C) market-product grid. D) growth-share matrix. E) product differentiation table. Figure 9-2 -The table in Figure 9-2 above is known as a


A) needs table.
B) cross-tabulation.
C) market-product grid.
D) growth-share matrix.
E) product differentiation table.

F) A) and B)
G) C) and D)

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Which of these is a disadvantage of employing a multiple products, multiple market segments strategy if not implemented well?


A) inability to meet high demand
B) reduced quality and higher prices
C) failure to meet diverse customer needs
D) employee dissatisfaction
E) frequent research and development failures

F) A) and C)
G) A) and E)

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Figure 9-7 -Figure 9-7 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus. Assume a large market (shown by a 3) is three times the size of a small market (shown by a 1) and a medium market (shown by a 2) is twice the size of a small market. The meal occasion (product grouping) that comprises the largest product grouping is A) breakfast. B) lunch. C) between-meal snack. D) dinner. E) after-dinner snack. Figure 9-7 -Figure 9-7 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus. Assume a large market (shown by a 3) is three times the size of a small market (shown by a 1) and a medium market (shown by a 2) is twice the size of a small market. The meal occasion (product grouping) that comprises the largest product grouping is


A) breakfast.
B) lunch.
C) between-meal snack.
D) dinner.
E) after-dinner snack.

F) A) and B)
G) A) and C)

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Explain the difference between marketing synergies and product synergies.

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Synergy analysis seeks opportunities by ...

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Figure 9-9 -The perceptual map in Figure 9-9 above shows adult perceptions for beverages. Suppose a marketer is introducing a new beverage that is higher-than-average in nutrition and is intended for adults. It will probably be most useful to promote the drink as similar to what? A) tea B) fruit-flavored drinks C) sugared soft drinks D) regular milk E) coffee Figure 9-9 -The perceptual map in Figure 9-9 above shows adult perceptions for beverages. Suppose a marketer is introducing a new beverage that is higher-than-average in nutrition and is intended for adults. It will probably be most useful to promote the drink as similar to what?


A) tea
B) fruit-flavored drinks
C) sugared soft drinks
D) regular milk
E) coffee

F) A) and E)
G) B) and D)

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Product positioning is


A) an outdated concept that assigns product value by association with social class.
B) the place a product offering occupies in consumers' minds on important attributes.
C) the competitive advantage of one product over another.
D) changing the place a product occupies in the retail environment.
E) market-product grid with products in their appropriate places used to identify potential untapped markets.

F) A) and E)
G) A) and B)

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In the sneaker business, Heelys practiced ________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.


A) head-to-head
B) parallel market
C) reflexive
D) repositioning
E) differentiation

F) A) and D)
G) None of the above

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Assume you are manager of Outback Steakhouse, a franchised restaurant that has opened at new location in St. Louis. Describe which segmentation base(s) and possible segmentation variable(s) you would use to segment its market, and explain why each supports the appropriate market segmentation strategy.

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Students should choose from the segmenta...

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Which of the following is a criterion used in forming market segments?


A) similarity of segments to competitors' segments
B) differences between potential suppliers or distributors
C) differences of needs of buyers within a segment
D) market size of the segment
E) simplicity and cost-effectiveness of assigning potential buyers to segments

F) None of the above
G) A) and E)

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_______ links market needs to an organization's marketing program.


A) Market segmentation
B) Product design
C) Marketing protocol
D) Marketing mix development
E) Product selection

F) B) and E)
G) D) and E)

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Which of the following is an example of a Tiffany/Walmart strategy?


A) College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the United States.
B) A new movie used several different movie trailers; one showed the action scenes in order to attract one audience and the other showed romantic scenes to attract another audience.
C) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes.
D) Gap's Banana Republic chain sells blue jeans for $58, whereas its Old Navy stores sell a slightly different version for $22.
E) Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.

F) All of the above
G) A) and B)

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What are the four steps to positioning a product with a perceptual map?

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A key to positioning a product or brand ...

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In the segmentation process, pairing slide sleepers with firm pillows, back sleepers with medium pillows, and stomach sleepers with soft pillows would be done with a


A) needs table.
B) cross-tabulation.
C) market-product grid.
D) growth-share matrix.
E) product differentiation table.

F) A) and B)
G) A) and C)

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Market segmentation involves aggregating prospective buyers into groups that have common needs and will


A) pay attention to marketing messages.
B) respond similarly to a marketing action.
C) be responsive to marketing research.
D) use the same payment methods.
E) comply with the organization's core values.

F) B) and C)
G) A) and E)

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Define product positioning. What are two approaches to product positioning? Give an example of each approach.

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Product positioning refers to the place ...

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A nonprofit food bank was handing out food to anyone who requested it on a weekly basis. It now wants to give free food only to people who go hungry on a daily basis. This will be the market segment it targets. How does the formation of its market segments differ from the strategy used for a retail store?

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There is one key difference between for-...

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"For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books as well as a combination of extraordinary convenience and low prices" is a ________ statement for Amazon.


A) perception
B) positioning
C) market-product
D) vision
E) differentiation

F) A) and B)
G) B) and E)

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A perceptual map is


A) a framework used to compare one firm's product offerings with another firm's offerings in relationship to their relative market share.
B) a framework used to demonstrate the growth or decline of specific market segments within an industry.
C) a means of displaying in two dimensions the location of its own and competing products or brands in the minds of consumers.
D) a framework to relate the market segments of potential buyers to the products offered or potential marketing actions by an organization.
E) the place a product occupies in a single consumer's mind on unimportant attributes relative to competitive products.

F) B) and C)
G) A) and D)

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