45. (p. 52) The ad for Tempur-Pedic’s weight control mattress describes the mattress as “a perfect refuge from the cares of the day.” This description indicates that the mattress maker is using _____ segmentation to define its market. A. benefit B. demographic C. geographic D. behavioristic E. SRI 46. (p. 52) The fact some consumers want pure bottled water while some want flavored bottle water and others want bottled water with added minerals provides an opportunity for _____ segmentation in the bottled water market. A. behavioristic B. benefit C. geographic D. psychographic E. demographic 47. (p. 52) Volvo’s strategy of emphasizing the safety of its cars in their advertising reflects a positioning strategy based on: A. benefit segmentation B. demographic segmentation C. psychographic segmentation D. positioning by price/quality E. positioning by product class 48. (p. 55) When Coca-Cola only had one product in its line and was targeting everyone the company was employing: A. concentrated marketing B. undifferentiated marketing C. market atomization D. niche marketing E. benefit segmentation 49. (p. 55) When MetaboLife first came on the market its only product was a weight-loss pill that was guaranteed to energize the user by causing a greater level of physical activity which would burn calories. This was its only product and it was marketed to anyone who wanted to lose weight or have more energy. This means that its target market was virtually anyone breathing because very few people like their current weight and everyone could use a little more energy. MetaboLife used: A. concentrated marketing B. undifferentiated marketing C. market atomization D. niche marketing E. demographic segmentation 50. (p. 55) _____ involves developing separate marketing strategies for a number of segments. A. Differentiated marketing B. Undifferentiated marketing C. Concentrated marketing D. Behavioristic segmentation E. Geographic segmentation 51. (p. 55) L’Oreal the giant cosmetics manufacturer targets the luxury market with Helena Rubinstein and Lancôme brands. Its less expensive brands like Elseve and L’Oreal are sold by discount retailers. L’Oreal uses: A. concentrated marketing B. undifferentiated marketing C. market atomization D. niche marketing E. differentiating marketing 52. (p. 55) Coca-Cola’s offerings of diet cherry-flavored vanilla-flavored and caffeine-free versions of its product in addition to its original product reflect the company’s decision to serve: A. concentrated markets B. differentiated markets C. a demographic segment D. an undifferentiated market E. none of the above 53. (p. 55) Thirteen percent of all American males are shorter than 5’6″. A retail store that sells exclusively to men of this size is using: A. market aggregation B. undifferentiated marketing C. concentrated marketing D. market atomization E. demographic segmentation 54. (p. 55) When Bruce Teilhaber opened his men’s shoe store he decided to carry a full line of shoes in the larger hard-to-find sizes. Today his shoe store caters to professional basketball baseball and football players who appreciate the variety and quality of shoes Tielhaber carries and often order a dozen new pairs in a single visit. This shoe store uses: A. market aggregation B. undifferentiated marketing C. concentrated marketing D. market atomization E. demographic segmentation 55. (p. 55) When Rolls Royce attempts to capture a large market share of the $300 000 car buying market and only that market it is an example of: A. market aggregation B. undifferentiated marketing C. concentrated marketing D. market atomization E. demographic segmentation
