SOLVED

81) A soup company found its canned nacho cheese sauce was too hot for Americans in the East and not hot enough for those in the West and the Southwest. As a result, the company’s plants in Texas and California produce a hotter nacho cheese sauce than is produced in its other plants. The company is using ________ segmentation. A) geographic B) life cycle C) psychographic D) lifestyle E) usage 82) To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high concentrations of young working women. These women responded best to advertisements conveying the message that Suave is inexpensive, yet will make their hair “look like they spend a fortune on it.” What segmentation tool did Unilever use in this example? A) geocoding B) geodemography C) the hierarchy of needs D) projective techniques E) ethnography 83) People who are regular visitors to SyFy.com (a Web site maintained by a science fiction cable network) and those who are regular visitors to BHG.com (a Web site maintained by the producers of BHG-TV and the publishers of a women’s magazine) belong to different ________ segments. A) demographic B) ethnographic C) geodemographic D) socioeconomic E) psychographic 84) Magazines targeted to people who love to in-line skate, to people who enjoy cooking, and to people who prefer a simpler lifestyle use ________ segmentation variables. A) demographic B) ethnographic C) geodemographic D) socioeconomic E) psychographic 85) Harley-Davidson’s user profile includes both thrill-seeking and affinity for a countercultural image. In addition to demographics, Harley-Davidson uses ________ segmentation to target markets. A) value analysis B) social class C) geodemographic D) socioeconomic E) psychographic 86) The only time many people entertain is during November and December when their homes are decorated for the holidays. The increase in ads for prepared trays of food to be served at these functions is directly related to ________ segmentation. A) socioeconomic B) geodemographic C) geographic D) demographic E) usage occasion 87) Airlines have developed frequent-flyer programs to encourage passengers to use the same airlines repeatedly. These programs and other similar ones use ________ segmentation to target their markets. A) demographic B) behavioral C) geodemographic D) organizational E) generational 88) Starting in February and ending sometime in late April, department stores promote the fact that they stock a wide range of formal attire for high school proms. The dresses and tuxedoes are available year-round, but the heaviest promotion of these products occurs in spring, when most proms are held. This spring promotion to high school students is based primarily on ________. A) social class B) psychographics C) lifestyle D) usage occasion E) geodemography 89) When marketers at Procter & Gamble selected Generation Y, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which of the following? A) market segmenting B) undifferentiated targeting C) differentiation D) targeting E) positioning 90) The Wright Bros. Collection is a catalog retailer that sells clothing and collectibles to aviation enthusiasts. Its ________ might be men and women between the ages of 25 and 55 who are risk takers. They belong to organizations such as the American Legion, the VFW, and the National Rifle Association of America. They are either pilots themselves or have close ties to a pilot. They prefer camping to taking a luxury cruise. Annually, they spend $900 on items purchased from nonstore retailers. A) value analysis B) customer potential assessment C) segment profile D) internal market audit E) brand personality