With respect to marketing opportunities that depend on the age distribution of the population between 2010 and 2020, A. the senior citizen group will increase more rapidly than any other group. sales of products targeted at the 45-64 age group will continue to rise although more slowly than in the previous decade. the average age of the U.S. consumer is rising. sales of products targeted at the 30-44 age group will rise more sharply than in the previous decade. All of these statements are correct. Which of the following U.S. marketing managers is about to make a serious mistake? We are targeting the pre-school age group, since that group is growing faster than ever before." We are refocusing on senior citizens, since they will be a growing market for many years." We are developing special swimsuit designs for older women as that market is very large and growing." Our company is shifting to international markets, where the population will continue to grow at a more rapid rate." None of these marketing managers seems headed for a mistake. With General Electric's strategic planning grid: the industry attractiveness dimension focuses on the ability of the company to pursue a product-market plan effectively. managers must follow' an objective, single-factor approach. the business strengths dimension focuses on whether this product-market plan looks like a good idea. managers make three-part judgments about the business strengths and industry attractiveness of all proposed or existing product-market plans. opportunities that fall into the red boxes are the firm's best growth opportunities. A marketing manager has just learned about generic markets. This may lead the manager to see a larger set of potential competitors. to put less emphasis on market penetration or market development opportunities and more emphasis on product development opportunities. to think about new ways of satisfying the needs of her current customers. All of these alternatives are correct. Which of the following is LEAST likely to compete in the same generic market with the others? The main difference between naming broad product markets and market segmentation is A. naming is a computerized process, while segmentation requires more thought. B naming is concerned with customers, while segmentation is concerned with product features. C naming involves breaking down markets, while segmentation involves aggregating customers D. naming involves looking for segmentation involves looking for differences. None these alternatives is correct possible with respect to their likely response to marketing mix variables. The people within a market segment should be as homogeneous as possible with respect to their likely response to marketing mix variables. I he market segments should be substantial--!.e., big enough to minimize the firm's costs. All ot these criteria would be useful. A combined target market approach sacrifices possible economies of scale. requires more investment than a multiple target market approach. may not satisfy customers as well as the multiple target market approach. trades off sales volume to provide a small market superior value. aims at two or more segments with multiple marketing mixes. Segmenting, in contrast to combining: A tends to focus more on customer similarities than on differences. B tries to identify homogeneous submarkets and develop different marketing mixes tor each submarket. C usually means settling tor a smaller sales potential . relics more on promotion appeals and minor product differences to create general customer appeal among several submarkets. All of these are true statements except C. C cost considerations encourage less aggregating. the threat of potential competitors suggests more aggregate g. All of these alternatives are true. When a company segments its business customers on the basis of whether or not they require contract bids over the Internet, what segmenting dimension is this company using? A. Kind of relationship. Marketers at General Mills found that lots of people try to check e-mail or drive a car while eating breakfast or lunch. For many of these target customers the real dimension in picking a snack is whether it can be eaten "one-handed." When doing "positioning," a marketing manager should: A. avoid targeting strategies. At Home Depot, a customer can purchase a gallon of one-coat paint that contains the ingredients for both a primer and a color. What is the primary economic need being satisfied by this type of paint? 50 The percentage of U.S. families with incomes of $113,205 and over in 2008 was