Dual distribution occurs when: a. A manufacturer uses more than ...

[krzymel]

Dual distribution occurs when:
 a. A manufacturer uses more than one channel.
  b. A manufacturer sells its products under different brand names to the same customer.
  c. Two or more different channel structures for the same product exist.
  d. A firm distributes through its own vertically-integrated channel.
  e. A manufacturer sells the same product through two competing retail outlets.

Question 2

French women are heavy users of perfume. With this knowledge a marketer may decide to take advantage of:
 a. Psychographic segmentation c. Usage segmentation
  b. Benefit segmentation d. None of the above

[Jordin Calloway]

Answer to Question 1

C

Answer to Question 2

C
Usage rate indicates the extent to which individuals are nonusers, occasional users, medium and heavy users. Therefore, this is an example of usage segmentation. Psychographic segmentation deals with attitudes, interests, and beliefs and is not directly related to this question. Benefit segmentation deals with the different benefits sought in a product. For instance, it may be possible that some women consume perfume to attract the opposite sex while others use the product simply because they like the smell. However, this was not indicated in the question; thus, benefit segmentation is not an accurate response. This may be found in Micro-Segmentation: Focusing on the Target Consumer section (7-3c).