Miller beer once called itself "the champagne of bottled beer," and ads showed elegant women in long white dresses sipping beer from crystal goblets. Then the company discovered that most beer is consumed by men 18 to 30 years of age, and it changed the thrust of its marketing message to reflect the more productive target market. What segmentation variable has it focused on with the newer approach?

Miller beer once called itself "the champagne of bottled beer," and ads showed elegant women in long white dresses sipping beer from crystal goblets....

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?

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...

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.

Many families today hold potluck meals during holidays or special events. Participants bring casseroles, vegetables, breads, and desserts and all share...

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.

Many families today hold potluck meals during holidays or special events. Participants bring casseroles, vegetables, breads, and desserts and all share...

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?

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...

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?

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...

Ford Motor Company uses the slogan "No Boundaries" for its ad campaigns for Ford SUVs. It invites people who want ultimate people-carrying and gear-storing capabilities "to be outfitted with the most far-reaching sports utility vehicle on earth." If the SUV campaign were simply geared to families with young children, it would be using _____ segmentation, but because the campaign is trying to appeal to people who do not like the restrictions of a sedan, who want to be able to pack up and leave at a moment's notice, and who enjoy freedom and independence, it is relying on _____ segmentation.

Ford Motor Company uses the slogan "No Boundaries" for its ad campaigns for Ford SUVs. It invites people who want ultimate people-carrying and gear-storing...

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:

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...

The best segmentation approach is the one that:

The best segmentation approach is the one that:A.maximizes the opportunity for future profit and ROIB.recognizes different needs of buyers among different...

Between two and three percent of the population have some degree of allergic reaction, usually mild, to preservatives used in salad bars. Restaurants might consider people with these "allergies" as a separate segment. So these restaurants will need to have their regular salad bar plus a special salad bar for the allergies segment. This multiple product and multiple market segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments?

Between two and three percent of the population have some degree of allergic reaction, usually mild, to preservatives used in salad bars. Restaurants...

A new local coffee shop has noticed that in town there is a Tim Hortons, McDonald's, and Starbucks all competing for individual's daily coffee purchase. They conduct a survey of area residents who enter each one of these stores and learn that 85% desire an organic, fair-trade option. As the local coffee shop is just initiating the segmentation and targeting process, what has the local coffee shop just completed?

A new local coffee shop has noticed that in town there is a Tim Hortons, McDonald's, and Starbucks all competing for individual's daily coffee purchase....

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?

Moto X, a smartphone offered by Google and Motorola allows customers to visit its website and design the color scheme, case, and engravings according...

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:

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...

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:

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...

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 $2.50. This is an example of:

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...

Custom Foot runs six retail locations. At first glance none look any different from your basic old-fashioned shoe store, but the only shoes on hand are display models. There's no inventory for sale, and customers go home empty-handed - at least initially. Customers browse the store, mixing and matching design components such as style, colour, and leather type. About 100 display shoes provide style guidelines. Once you choose a shoe style, you select materials, colours, textures and a style of sole. The retailer sells 10,000 variations in women's shoes and 7,800 in men's. Custom Foot guarantees your shoes will be ready within three weeks. This is an example of:

Custom Foot runs six retail locations. At first glance none look any different from your basic old-fashioned shoe store, but the only shoes on hand are...

Kellogg's different types of cereals, each targeted at a different type of user, are an example of multiple products aimed at multiple markets. Manufacturing these different cereals is clearly more expensive than producing one, but seems worthwhile if it serves customers' needs better, doesn't reduce quality or increase price, and:

Kellogg's different types of cereals, each targeted at a different type of user, are an example of multiple products aimed at multiple markets. Manufacturing...

Some Timex wristwatches can be purchased for less than $30 some Rolex wristwatches carry a price tag of several thousand dollars. In general, consumers view Timex watches as being dependable, relatively accurate, and inexpensive. The Rolex brand tends to be perceived as an expensive status symbol. Timex watches can be purchased in drug stores, discount stores, and department stores in all sizes of communities. Rolex watches are distributed more selectively, and are often available only in fine jewellery stores or specialty shops. By using distinctly different pricing and distribution strategies, the marketers of Timex and Rolex watches have attempted to:

Some Timex wristwatches can be purchased for less than $30 some Rolex wristwatches carry a price tag of several thousand dollars. In general, consumers...

KFC is a popular fast food restaurant in North America. It opened its 500th restaurant in China in 2001 and is more popular than McDonald's in that country. One of the reasons is that when the company entered the Chinese market, it recruited its managers from Taiwan and the Chinese communities in the U.S. and Canada. This has been useful in coping with local Chinese governments and developing a distinctly different Chinese strategy, which includes Chicky, a friendly chicken character that has a strong appeal for children. To succeed in China, KFC used:

KFC is a popular fast food restaurant in North America. It opened its 500th restaurant in China in 2001 and is more popular than McDonald's in that country....

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:

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...

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?

When Procter & Gamble introduced Crest toothpaste, the first fluoride toothpaste, it was intended for use by children and was therefore given a child-appealing...

Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA) have certain rights. These rights have been developed into what is called the Charter of Respondent Rights. When it comes to participating in an MRIA approved survey, which of the following is TRUE?

Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA) have certain rights. These rights have been...

Neuromarketing is a new technique to measure consumer's response to marketing stimuli. Neuromarketing measures brain activity using an electroencephalography (EEG) technique or magnetic resonance imaging (MRI). Those results are then compared to the results from verbal survey-based techniques. All of the following CANNOT be measured except:

Neuromarketing is a new technique to measure consumer's response to marketing stimuli. Neuromarketing measures brain activity using an electroencephalography...

A catalogue retailer might determine that customers who purchased silver frames would also have a high probability of buying vintage hat pins. As a result, its sales representatives are instructed to offer a special price on hat pins when a customer places an order for a silver frame. This outcome is likely only possible because the retailer engaged in:

A catalogue retailer might determine that customers who purchased silver frames would also have a high probability of buying vintage hat pins. As a result,...

While conducting market research, you realize that only 40 percent of individuals are likely to re-purchase your product. Afraid this may hurt your chances of promotion, you report to your boss that 'at least 50 percent are likely to re-purchase.' This is a(n) _______ issue in marketing research.

While conducting market research, you realize that only 40 percent of individuals are likely to re-purchase your product. Afraid this may hurt your chances...

Hot Topic is a California-based retailer that opened six Torrid plus-size-only retail stores that cater to women aged 15-30. The retailer used its information system to determine if the average floor space for Torrid should be 2,500 square feet or 1,900 square feet. This would be an example of a(n) _____ analysis.

Hot Topic is a California-based retailer that opened six Torrid plus-size-only retail stores that cater to women aged 15-30. The retailer used its information...

Before Moen Inc. put its new massaging shower head, the Revolution, on the market, it wanted to find out what consumers thought about the new product design so it hired QualiData Research Inc. to enlist 20 nudists as their volunteers and paid them $250 each to answer questions about their lifestyles, and to allow QualiData to install a tiny video camera in the shower of each volunteer in order to watch them use the new showerhead. This type of research can be described as:

Before Moen Inc. put its new massaging shower head, the Revolution, on the market, it wanted to find out what consumers thought about the new product...

An experimenter served identical meals to people at six tables at an elegant restaurant. At each table there was a small lantern with a rheostat. Each table had a different brightness of lighting. There was a direct correlation between the time it took the people to finish their meals and the amount of artificial light from the lantern. The dependent variable in this experiment was:

An experimenter served identical meals to people at six tables at an elegant restaurant. At each table there was a small lantern with a rheostat. Each...

A market researcher showed a new brand of blue jeans to several groups of students and asked the students to rate the quality of the jeans. Two weeks later, the researcher showed the same students a television advertisement featuring super model Cindy Crawford wearing the new brand of jeans. The marketer asked the students to once again rate the quality of the jeans. The marketer predicted that after viewing the advertisement, the students' ratings of the new jeans would be more positive than their original ratings. In this experiment, students' ratings of the new blue jeans served as the:

A market researcher showed a new brand of blue jeans to several groups of students and asked the students to rate the quality of the jeans. Two weeks...

Eppie's Used Cars wanted to discover whether straight discounting worked better than a free gift. It ran two different television commercials on alternate Wednesdays. Commercial A offered 20 percent off Blue Book price for any four-wheel-drive vehicle on the lot while Commercial B offered a free tent with the purchase of any four-wheel-drive vehicle at Blue Book price. The offer was what is called the experimental independent variable. Whether it was cold or rained when any of the commercials ran is an extraneous independent variable. How many people responded to each type of offer is called the ___, and would suggest whether straight discounting or a gift incentive was the better strategy for increasing traffic.

Eppie's Used Cars wanted to discover whether straight discounting worked better than a free gift. It ran two different television commercials on alternate...

A marketer sends out a newsletter to one group that has the sent address of 'newsletter@companyX.com.' This marketer sends out the same newsletter to another group that has the sent address of 'alex_g@companyX.com.' The researcher is attempting to determine the differences in response and open rates based on which address the newsletter is sent from. What is the marketer engaging in?

A marketer sends out a newsletter to one group that has the sent address of 'newsletter@companyX.com.' This marketer sends out the same newsletter to...

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked?

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types...

Cribs 'R Us is a leading provider of baby cribs and seats to parents in Canada. They are considering making some design changes to baby cribs because they recognize that most parents eventually pass on their old crib to relatives who have new children. They asked four parents and their corresponding relatives, who engaged in this 'hand-me-down' activity, to the head office to discuss what would they want to see in a new crib edition, one specifically focused for those that hand cribs down to their relatives. Cribs 'R Us is engaging in what type of activity?

Cribs 'R Us is a leading provider of baby cribs and seats to parents in Canada. They are considering making some design changes to baby cribs because...

Canada's military ran informal sessions in cities across Canada to find out what images should appear in the Army's next recruitment campaign. These groups of eight or nine individuals aged 18-24 responded to questions posed by a group leader regarding their opinions on reality in military ads. This is an example of a:

Canada's military ran informal sessions in cities across Canada to find out what images should appear in the Army's next recruitment campaign. These groups...

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. One of the first things researchers did was to invite in a group of eight people with insurance to talk about home and auto insurance. Their conversation was recorded and later analyzed to determine if there were any differences between customers from different countries. This was an example of a(n):

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to...

The Toronto Blue Jays professional baseball team wanted to develop creative ways to boost sagging attendance at their ball games. The Jays hired a moderator who, after every home game during the month of July, led informal discussions with groups of six to ten fans to find out what they did and did not like about the baseball team. The discussions were tape recorded and videotaped so that researchers could review the data at a later date and in more detail. What are such informal research discussions called?

The Toronto Blue Jays professional baseball team wanted to develop creative ways to boost sagging attendance at their ball games. The Jays hired a moderator...

Shelly, the manager of a large grocery store, was concerned. She had received complaints from several customers who said they had been treated rudely by clerks at the store. In order to determine whether or not her clerks were indeed rude, Shelly hired a team of marketing researchers. The researchers posed as customers shopping in the store, but were actually taking notes and recording the actions of the store clerks. Later, Shelly reviewed those notes. The research notes Shelly reviewed were a form of _____ data.

Shelly, the manager of a large grocery store, was concerned. She had received complaints from several customers who said they had been treated rudely...

You are the product manager for a new children's cold breakfast cereal. Its proposed brand name is Barney, named after the popular, purple dinosaur of the PBS children's television show Barney & Friends. Barney cereal is positioned as a health-oriented, fun and socially positive cereal that consists of natural whole grains and fruit-sweetened, Barney-like purple dinosaurs that provide children with more than the 100 percent recommended daily allowance of vitamins A, B, and C. To ascertain the cereal's appeal among prospective buyers, each of the following would be a primary data collection method to help you make marketing decisions regarding the new Barney brand cereal EXCEPT:

You are the product manager for a new children's cold breakfast cereal. Its proposed brand name is Barney, named after the popular, purple dinosaur of...

Two important advantages of secondary data are:

Two important advantages of secondary data are:A.they are inexpensive and up-to-date.B.they are up-to-date and supply all relevant categories of information.C.they...

Marketing Works, a market research firm located in Anchorage, Alaska, specializes in providing marketing information to retail stores around the world. The employees at Marketing Works perform a variety of services for and provide a wide range of information to their clients. For example, they collect data on consumer demographics, purchase behaviour, lifestyle, and responses to sales promotions. Finally, the Marketing Works employees analyze, interpret, and interrelate the data they have collected and provide retailers with market-related information. Marketing Works is an example of a firm that offers:

Marketing Works, a market research firm located in Anchorage, Alaska, specializes in providing marketing information to retail stores around the world....

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of:

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to...

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from sampling, it was able to announce that 14.1 percent of all Americans lacked health care insurance in 2001. A health care organization doing research on patient non-payment would refer to this information as _____ data.

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from sampling,...

Joe Carson, the owner of Carson Sailboats, is concerned about slumping sales. Sales so far this year are 40 percent below last year's sales. Joe is concerned. He starts doing some research on the Internet to see if there are any trends he can identify to explain the slump. He then talks to several other people in the industry to get their opinions. Joe is conducting _______ research.

Joe Carson, the owner of Carson Sailboats, is concerned about slumping sales. Sales so far this year are 40 percent below last year's sales. Joe is concerned....

A researcher recently published findings that suggested: "shoppers are five times more likely to buy red clothing over any other colour." Three of the researcher's peers conducted an identical study, but could not conclude the same result, within significant error allowances. This suggests the study as an issue with:

A researcher recently published findings that suggested: "shoppers are five times more likely to buy red clothing over any other colour." Three of the...

Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. After defining the problem, its publisher developed a formal research plan, gathered information from teen focus groups, analyzed the findings, and replaced Watch magazine with Fuel for boys and Verve for girls. How would a marketer describe the publisher's action?

Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample...

When the Dairy Farmers of Canada conducted initial research on milk consumers, it discovered that many believed milk was too fattening and too high in cholesterol. The association felt that these beliefs might be related to the overall decline in milk consumption in Canada. To test this assumption, the association ran a television advertising campaign to demonstrate that milk was a healthful product and essential to a person's diet. In its tracking studies, it found that the ad campaign did change consumer attitudes toward milk, which, in turn, was related to a subsequent increase in milk consumption. This is an example of __________ research, followed up by _________ research.

When the Dairy Farmers of Canada conducted initial research on milk consumers, it discovered that many believed milk was too fattening and too high in...

Profiling product purchasers (e.g., the Canadian shopper at the health food store), describing the size and characteristics of markets (e.g., the Canadian pizza restaurant market), detailing product usage patterns (e.g., ATM usage by Canadian bank customers), or outlining consumer attitudes toward particular brands (e.g., Canadian attitudes toward national, private, and generic brands) are collectively known as which type of research?

Profiling product purchasers (e.g., the Canadian shopper at the health food store), describing the size and characteristics of markets (e.g., the Canadian...