Q1. Peng's is a high-end clothing store in Vancouver. At one time it used the same marketing mix for all of its customers, but it has discovered that it needs a different marketing mix to appeal to its ethnic customers. For example, Chinese customers want elaborate red dresses, and Vietnamese customers like brocaded dresses with long sleeves and Mandarin collars. Which process is Peng's using to identify its various customer groups?

a. macromarketing

b. positioning

c. market segmentation

d. perceptual mapping

Q2. Which characteristic is essential for a group of people or organizations to be considered a market?

a. change in purchasing behaviour based on advertisements

b. willingness to exchange resources for desired products

c. lack of needs that can be satisfied by particular product categories

d. refusal to spend money

Q3. ProtecTV is a product that selectively screens out words and phrases some people find offensive. The product can be connected to a television, DVD player, or a satellite TV system. Which of the following groups would ProtecTV most likely consider to be its primary, or most important, market segment?

a. parents with tweens in their households

b. youth over the age of 19

c. all parents

d. everyone

Q4. Within a market, which term refers to a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs?

a. network segment

b. product mix

c. market segment

d. marketing mix