When Tesla first introduced its electric car, it decided to serve those with high incomes and were environmentally conscious unlike Nissan, which had different kinds of cars for many segments. Tesla was doing:

	a.	product positioning
	b.	product differentiation
	c.	market segmentation
	d.	target marketing

Giorgio Armani has three kinds of stores: Giorgio Armani that makes custom-made clothes for the luxury market and that are priced very expensively; Emporio Armani, which sells expensive ready-to-wear clothes to the upper middle class, and Armani Exchange, which peddles relatively inexpensive casual clothes to generally younger and less affluent markets. All these stores have different marketing mixes. The specific segmentation strategy described is:

	a.	mass marketing
	b.	one product and multiple market segments
	c.	multiple products and multiple market segments
	d.	mass customization

1. Dell produces a number of products that are allied to each other. For example, it sells computers, laptops, printers, scanners, mouse and mouse pads, keyboards, docking stations, etc. If Dell offers all these products to the Small Office, Home Office (SOHO) segment, it is achieving _________________.

   	a.	market synergy
   	b.	product synergy
   	c.	cannibalization
   	d.	Tiffany/Walmart

Apples iPhones have several features that serve different needs of a target market. By combining these features in one device, it got iPhone owners and non-owners to buy its new iPhone. This illustrates the ____________________ concept.

	a.	behavioral segmentation: product features
	b.	behavioral segmentation: usage
	c.	behavioral segmentation: occasion
	d.	frequency marketing

1. Bungee jumpers are very difficult and costly to identify. No distinguishing characteristics like gender, income, lifestyle, or other sports activity set them apart to enable a firm to market to them without spending excessively. Consequently, many firms ignore this market segment. This is an example of the _________________ criterion to select the appropriate target segment.

   	a.	market size
   	b.	expected growth
   	c.	competitive position
   	d.	cost of reaching the segment

In its ads, the Westin hotels emphasize that their Heavenly beds are better than those offered by its competitors at the same or slightly higher prices. What kind of marketing strategy is Westin Hotels using to entice customers to stay in its hotels rather than its competitors?

	a.	product positioning
	b.	product differentiation
	c.	market segmentation
	d.	target marketing

Hermes sells handbags that range from $10,000 to $1,000,000. It justifies its high prices by saying its product is unique and better because it is made from one whole skin unlike other luxury bag makers who uses pieces of skin from several animals to make their bags. Buyers think that the Hermes bag is worth buying. In fact, there is a waitlist for some bags. Which concept does this illustrate?

	a.	product positioning
	b.	product differentiation
	c.	market segmentation
	d.	target marketing