Peter wants to segment the market for his frozen yogurt shop based on benefits sought. Unlike most demographic variables, the benefits sought dimension is more difficult to measure, so it is not as ________.
A. profitable
B. inaccessible
C. expensive to pursue
D. stable in terms of consumption patterns
E. identifiable
Answer: E
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A. retailers create better ads than producers. B. media rate structures give national firms lower rates than local firms. C. retailers are more likely to follow through when they are paying a share of the cost. D. the FTC requires it.
Answer the following statement(s) true (T) or false (F)
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Figure 8-2Consider Figure 8-2 above. My Pillow uses infomercials and product demonstrations at events such as state fairs to market its line of pillows that are guaranteed to be "the most comfortable pillow you'll ever own!" Based on the market research above, which market-product combination should My Pillow target?
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