【正文】 ments. Answer: False Page: 248 Level of difficulty: Medium77. According to a new PRIZM cluster configuration, the Cosmopolitan tends to locate in cities such as Las Vegas, Miami, or Albuquerque.Answer: True Page: 249 Level of difficulty: Hard78. A local service pany has decided to segment its market based on occupation。 therefore, it has chosen a form of demographic segmentation for its approach. Answer: True Page: 249 Level of difficulty: Medium79. Life stage defines a person’s age. Answer: False Page: 250 Level of difficulty: Medium80. Men and women have different attitudinal and behavioral orientations caused mainly by their genetic makeup. Answer: False Page: 250 Level of difficulty: Hard 81. Research has shown that ine is a highly accurate predictor of the “best” customers for a given product. Answer: False Page: 251 Level of difficulty: Medium82. If you went to college in the late 1960s, you are most likely to be in a cohort shaped by the Viet Nam War. Answer: True Page: 251 Level of difficulty: Medium83. The largest American generation of the twentieth century (78 million people) is considered to be the GI Generation that fought in World War II. Answer: False Page: 252 Level of difficulty: Medium84. A sixty yearold man is coping with his advancing hair loss。 therefore, he is dealing with what is called physiographics. Answer: True Page: 252 Level of difficulty: Hard85. Psychographics is the science of using psychology and demographics to better understand consumers. Answer: True Page: 252 Level of difficulty: Easy86. Generation X is considered to be a hot market because of their size, consumer savvy, and their ability to be “wiredin” to contemporary trends. Answer: False Page: 253 Level of difficulty: Medium87. Fortyseven percent of 21yearolds own a mobile phone. Answer: True Page: 253 Level of difficulty: Medium 88. In the VALS segmentation system, Thinkers are characterized as being successful, sophisticated, active, “takecharge” people with high selfesteem. Answer: False Page: 254 Level of difficulty: Hard89. According to the VALS segmentation system, the Strivers are at bottom of the typology with the lowest resources and lowest with respect to innovation. Answer: False Page: 254 Level of difficulty: Medium90. When Mobil Oil Company researched its market based on benefit expectations, it found that the largest segment (Price Shoppers) with a 27 percent share wanted fast fuel, branded products, and convenience. Answer: False Page: 256 Level of difficulty: Hard91. An organization that could benefit from using User Status as a means for segmenting its market would be a local blood bank. Answer: True Page: 256 Level of difficulty: Medium92. Marketers would rather attract one heavy user than several light users. Answer: True Page: 256 Level of difficulty: Easy93. With respect to loyalty status, if a consumer is loyal to two or three brands, he or she is called shifting loyal. Answer: False Pages: 256–257 Level of difficulty: Medium94. The most important variable in segmenting a business market is demographics.Answer: True Page: 258 Level of difficulty: Medium95. Typical categories that would appear under the heading of situational factor segmentation variables in the business marketplace would be urgency, specific application, and size of order. Answer: True Page: 259 Level of difficulty: Hard96. The last step in the sevenstep marketing segmentation process would be to develop a marketingmix strategy reflective of segment positioning strategies. Answer: True Page: 261 Level of difficulty: Medium97. To be useful, market segments must have as one of their characteristics the ability to be measured. Answer: True Page: 262 Level of difficulty: Medium98. As a pattern found in target market selection, market specialization means that the pany offers one product to as many markets as possible. Answer: False Page: 262 Level of difficulty: Medium 99. If a marketer is blocked from entering a market, the strategy of megamarketing can be used to assist in breaking into that market. Answer: True Page: 265 Level of difficulty: Medium 100. Market partitioning is process of focusing on a desired position in the marketplace and then accumulating the resources to protect and defend that position. Answer: False Page: 266 Level of difficulty: MediumEssay 101. Market segments can be defined in many different ways. One way to carve up a market is to identify preference segments. List and briefly characterize three preference segments cited in the text. Suggested Answer: The three preference segments cited in the text are: (1) homogeneous preferences—a market where all consumers basically have the same preferences。 (2) diffused preferences—a market where preferences are scattered indicating consumers vary greatly in their preferences。 and, (3) clustered preferences—where distinct natural market clusters develop. Pages: 241–242 Level of difficulty: Medium102. Columbia University’s Bernd Schmitt believes that marketers can provide experiences for customers through a set of experience providers. List and briefly discuss the seven experience providers remended by Schmitt. Suggested Answer: The seven experience providers are: (1) munications, (2) visual/verbal identity, (3) product presence, (4) cobranding, (5) environments, (6) Web sites and electronic media, and (7) people. For descriptions see Marketing Insight (Experiential Marketing). Page: 245 Level of difficulty: Hard103. A new trend in marketing is toward customerization. Describe what customerization is and how marketers are using it. Suggested Answer: Customerization bines operationally driven mass customization with customized marketing in a way that empowers consumers to