13. You have discovered that the segments you are targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. This segmenting requirement is called a. accessible b. measurable d. differentiable c. reachable 14. Mary Anne's Chocolates targets several different market segments while designing separate offers for each one. This approach is called marketing b. differentiated d. mass a. undifferentiated c. multi-segmented 15. Neiman Marcus claims superior quality, performance, and style. The owners provide the most upscale products and services and charge a higher price to cover the higher costs. What type of positioning does Neiman Marcus use? a. more-for-the-same strategy c. repositioning strategy b. more-for-more strategy d. the-same-for-less strategy 16. Products and services fall into two broad classes based on the types of consumers that use them. Which is one of these broad classes? a. industrial products c. co-branding b. brand equity d. brand extension