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Marketing: An Introduction, 13e (Armstrong)
Chapter 6 Customer-Driven Marketing Strategy: Creating Value for Target Customers
1) ________ is the process of dividing a market into distinct groups of buyers who have different
needs, characteristics, or behavior.
A) Differentiation
B) Mass marketing
C) Market targeting
D) Market segmentation
E) Positioning
Answer: D
Diff: 1
LO: 6-1: Define the major steps in designing a customer value-driven marketing strategy:
market segmentation, targeting, differentiation, and positioning.
2) Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based
on the purchasing power of its customers. One product line caters to the needs of affluent,
middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most
likely segments the consumer market based on ________ variables.
A) geographic
B) psychographic
C) universal
D) demographic
E) behavioral
Answer: D
Diff: 3
LO: 6-1: Define the major steps in designing a customer value-driven marketing strategy:
market segmentation, targeting, differentiation, and positioning.
AACSB: Analytical thinking
3) ________ consists of arranging for a market offering to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers.
A) Differentiation
B) Positioning
C) Market targeting
D) Market segmentation
E) Mass marketing
Answer: B
Diff: 1
LO: 6-1: Define the major steps in designing a customer value-driven marketing strategy:
market segmentation, targeting, differentiation, and positioning.
1
Copyright © 2017 Pearson Education, Inc.
4) Which of the following is the right order of the steps that companies generally follow in
designing a customer-driven marketing strategy?
A) market segmentation, differentiation, positioning, and market targeting
B) positioning, market segmentation, mass marketing, and market targeting
C) market segmentation, market targeting, differentiation, and positioning
D) market alignment, market segmentation, differentiation, and market positioning
E) market recognition, market preference, market targeting, and market insistence
Answer: C
Diff: 1
LO: 6-1: Define the major steps in designing a customer value-driven marketing strategy:
market segmentation, targeting, differentiation, and positioning.
5) Companies today are moving away from target marketing and toward mass marketing.
Answer: FALSE
Diff: 1
LO: 6-1: Define the major steps in designing a customer value-driven marketing strategy:
market segmentation, targeting, differentiation, and positioning.
6) While designing a customer-driven marketing strategy, marketers are likely to divide the
market into smaller segments.
Answer: TRUE
Diff: 1
LO: 6-1: Define the major steps in designing a customer value-driven marketing strategy:
market segmentation, targeting, differentiation, and positioning.
Market segmentation: Dividing a market into smaller groups of buyers with distinct needs,
characteristics, or behaviors, that might require separate marketing strategies or mixes. The
company identifies different ways to segment the market and develops profiles of the resulting
market segments. Market targeting: Evaluating each market segment's attractiveness and
selecting one or more of the market segments to enter. Differentiation: Actually differentiating
the firm's market offering to create a superior customer value. Market positioning: Arranging for
a market offering to occupy a clear, distinctive, and desirable place relative to competing
products in the minds of consumers.
Diff: 2
LO: 6-1: Define the major steps in designing a customer value-driven marketing strategy:
market segmentation, targeting, differentiation, and positioning.
AACSB: Analytical thinking
2
Copyright © 2017 Pearson Education, Inc.
8) Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward
lower-income consumer groups. Lilly's most likely segments the consumer market based on
________ variables.
A) demographic
B) psychographic
C) universal
D) geographic
E) behavioral
Answer: A
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
9) Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United
States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a
different set of advertisements and promotions. The supplier is segmenting its market according
to ________.
A) behavioral factors
B) personality characteristics
C) geographic location
D) benefits sought
E) demographics
Answer: C
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
10) Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet
owners' gender, occupation, income, and family life cycle. In this case, which of the following
variables has the company used for market segmentation?
A) geographic
B) psychographic
C) benefit
D) demographic
E) occasion
Answer: D
Diff: 3
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
3
Copyright © 2017 Pearson Education, Inc.
11) One reason demographic variables are the most popular bases for segmenting customer
groups is because they ________.
A) create smaller segments
B) create more easily accessible segments
C) do not involve stereotypes
D) are easier to measure than other variables
E) involve fewer attributes to consider
Answer: D
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
12) Delta, an American video game manufacturer, targets teens between the ages of 13 and 18,
providing free game trials and applications. The firm's marketing approach exemplifies
________ segmentation.
A) age and life-cycle
B) geographic
C) occasion
D) gender
E) income
Answer: A
Diff: 3
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
13) ________ segmentation factors divide buyers into different groups based on social class,
lifestyle, or personality characteristics.
A) Geographic
B) Demographic
C) Psychographic
D) Behavioral
E) User status
Answer: C
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
14) P&G was among the first to use ________ segmentation when it introduced Secret, a
deodorant brand specially formulated for women's chemistry.
A) age and life-cycle
B) gender
C) behavior
D) psychographic
E) geographic
Answer: B
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
4
Copyright © 2017 Pearson Education, Inc.
15) Which type of market segmentation is generally used by marketers who sell luxury products
targeted to the affluent segments of a population?
A) usage rate
B) occasion
C) income
D) benefits sought
E) gender
Answer: C
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
16) Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely segments
include hunters, campers, and boaters. What is this segmentation method called?
A) user status
B) usage rate
C) benefit
D) behavioral
E) psychographic
Answer: E
Diff: 3
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
17) Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a
product is called ________ segmentation.
A) behavioral
B) psychographic
C) age and life-cycle
D) user status
E) geographic
Answer: A
Diff: 1
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
18) Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season
target their consumers primarily through ________ segmentation.
A) psychographic
B) demographic
C) income
D) occasion
E) age and life-cycle
Answer: D
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
5
Copyright © 2017 Pearson Education, Inc.
19) The marketing manager at Frizzles' Eateries targets customers who are working to lose
weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-
calorie meals that appeal to dieters. Frizzles' approach is best referred to as ________
segmentation.
A) age and life-cycle
B) user status
C) benefit
D) demographic
E) geographic
Answer: C
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
20) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users,
and regular users of a product. This method of segmentation is called ________.
A) user status segmentation
B) usage rate segmentation
C) benefit segmentation
D) behavioral segmentation
E) loyalty status segmentation
Answer: A
Diff: 1
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
21) Shampoo marketers segment buyers as light, medium, or heavy product users. This is an
example of ________ segmentation.
A) user status
B) usage rate
C) benefits sought
D) occasion
E) psychographic
Answer: B
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
6
Copyright © 2017 Pearson Education, Inc.
22) Gold Class Electricals, a consumer-electronics firm, targets market segments based on
factors such as country, age, social class, usage rate, and benefits sought. The company divides
its markets based on ________.
A) demographic variables
B) geographic regions
C) multiple segmentation bases
D) behavioral variables
E) psychographic segmentation bases
Answer: C
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
23) Danko International is a multinational company that targets the BRIC countries (Brazil,
Russia, India, and China) because they're fast-growing developing economies and use ________
to segment its world markets.
A) political factors
B) legal factors
C) personality factors
D) economic factors
E) cultural factors
Answer: D
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
24) Producers of popular beverages often partner with global music channels to target consumers
through a variety of promotional events and advertisements. This approach to marketing is
referred to as ________ segmentation.
A) intermarket
B) income
C) age and life-cycle
D) occasions
E) gender
Answer: A
Diff: 3
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
7
Copyright © 2017 Pearson Education, Inc.
25) Market segments that can be effectively reached and served are said to be ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) profitable
Answer: B
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
26) When the size, purchasing power, and profiles of a market segment can be determined, the
market segment is said to be ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) observable
Answer: A
Diff: 1
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
27) When a market segment is large or profitable enough to serve, it is termed ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) differentiable
Answer: C
Diff: 1
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
28) When an effective program can be designed for attracting and serving a chosen segment, the
segment is best described as ________.
A) accessible
B) measurable
C) reachable
D) actionable
E) differentiable
Answer: D
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
8
Copyright © 2017 Pearson Education, Inc.
29) If men and women respond dissimilarly to the marketing efforts for a root beer-flavored malt
beverage, they are considered ________ market segments.
A) accessible
B) measurable
C) reachable
D) differentiable
E) observable
Answer: D
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
30) Target and Kohl's have opened smaller-format stores designed to fit the needs of densely
packed urban neighborhoods. This is an example of geographic segmentation.
Answer: TRUE
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
31) Marketers must be careful to guard against stereotypes when using age and life-cycle
segmentation.
Answer: TRUE
Diff: 1
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Ethical understanding and reasoning
32) Demographic factors are the most popular bases for segmenting customer groups.
Answer: TRUE
Diff: 1
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
33) Demographic variables are generally more difficult to measure than most other types of
variables.
Answer: FALSE
Diff: 1
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
34) Not all companies that use income segmentation target the affluent.
Answer: TRUE
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
35) Cupcake Gourmet, a high-end bakery in Manhattan, segments its customers according to
those who frequent their store regularly, those who visit infrequently, and those who have never
visited. This is an example of usage-rate segmentation.
Answer: FALSE
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
9
Copyright © 2017 Pearson Education, Inc.
36) Marketers typically limit their market segmentation analysis to a single variable in order to
simplify the process.
Answer: FALSE
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
37) Multivariable segmentation systems merge and analyze geographic, demographic, lifestyle,
and behavioral data to help companies segment their markets.
Answer: TRUE
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
38) Business and consumer marketers use many of the same variables to segment their markets.
Answer: TRUE
Diff: 1
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
39) Light users are often a small percentage of a company's market but account for a high
percentage of total consumption.
Answer: FALSE
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
40) New communications technologies like satellite TV and social media are likely to eliminate
the need for markets to be geographically segmented as clusters of countries.
Answer: TRUE
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Information technology
41) For market segments to be beneficial for companies, they must be measurable.
Answer: TRUE
Diff: 1
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
10
Copyright © 2017 Pearson Education, Inc.
42) Explain the four major segmentation variables for consumer markets.
Answer: For consumer marketing, the major segmentation variables are geographic,
demographic, psychographic, and behavioral. Geographic segmentation divides the market into
different geographic units, such as nations, regions, states, countries, cities, or neighborhoods.
Many companies are localizing their products, advertising, promotion, and sales efforts to fit the
needs of individual regions, cities, and neighborhoods. Demographic segmentation divides the
market into groups based on variables such as age, life-cycle stage, gender, income, occupation,
education, religion, ethnicity, and generation. These are the most popular factors because they
are easy to measure, and consumer needs, wants, and usage rates often vary closely with
demographic variables. Psychographic segmentation, on the other hand, divides buyers into
different groups based on social class, lifestyle, or personality characteristics. People in the same
demographic group can have very different psychographic characteristics. Behavioral
segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses
to a product. Many marketers believe that behavioral variables are the best starting point for
building market segments.
Diff: 3
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
43) Describe age and life-cycle segmentation with examples. What are the precautions that
marketers should take when using age and life-cycle segmentation?
Answer: Consumer needs and wants change with age. Some companies use age and life-cycle
segmentation, offering different products or using different marketing approaches for different
age and life-cycle groups. For example, Kraft's Oscar Mayer brand markets Lunchables,
convenient prepackaged lunches for children. To extend the substantial success of Lunchables,
however, Oscar Mayer later introduced Lunchables Uploaded, a version designed to meet the
tastes and sensibilities of teenagers. Most recently, the brand launched an adult version, but with
the more adult-friendly name P3 (Portable Protein Pack). Other companies focus on the specific
age of life-stage groups. For example, whereas most tablet makers have been busy marketing
their devices to grown-ups, Amazon has spotted a tinier tablet market. Feedback from parents
suggested that they were handing their entertainment-packed Kindle Fire tablet over to their
young children for entertainment, education, and babysitting purposes. To tap this young-family
market, Amazon introduced FreeTime Unlimited, a multimedia subscription service targeted
toward 3- to 8-year-olds. Marketers must be careful to guard against stereotypes when using age
and life-cycle segmentation. For example, although consumers in all age segments love Disney
cruises, most Disney Cruise Lines destinations and shipboard activities are designed with parents
and their children in mind. Marketers must be careful to guard against stereotypes when using
age and life-cycle segmentation. Although some 80-year-olds fit the doddering stereotypes,
others ski and play tennis. Similarly, whereas some 40-year-old couples are sending their
children off to college, others are just beginning new families. Thus, age is often a poor predictor
of a person's life cycle, health, work or family status, needs, and buying power. Companies
marketing to mature consumers usually employ positive images and appeals.
Diff: 3
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
11
Copyright © 2017 Pearson Education, Inc.
44) Explain with examples how marketers segment markets based on occasions, benefits sought,
and user status.
Answer: Occasions: Buyers can be grouped according to occasions when they get the idea to
buy, actually make their purchase, or use the purchased item. Occasion segmentation can help
firms build up product usage. For example, most consumers drink orange juice in the morning,
but orange growers have promoted drinking orange juice as a cool, healthful refresher at other
times of the day.
Benefits sought: A powerful form of segmentation is grouping buyers according to the different
benefits that they seek from a product. Benefit segmentation requires finding the major benefits
people look for in a product class, the kinds of people who look for each benefit, and the major
brands that deliver each benefit. For example, people buying bikes are looking for any of
numerous benefits, from competitive racing and sports performance to recreation, fitness,
touring, transportation, and just plain fun. To meet varying benefit preferences, Schwinn makes
affordable, quality bikes in seven major benefit groups: cruisers, hybrid, bike path, mountain,
road, urban, and kids.
User status: Markets can be segmented into nonusers, ex-users, potential users, first-time users,
and regular users of a product. Marketers want to reinforce and retain regular users, attract
targeted nonusers, and reinvigorate relationships with ex-users. Included in the potential user
group are consumers facing life-stage changes — such as new parents and newlyweds — who
can be turned into heavy users. For example, to get new parents off to the right start, P&G makes
certain its Pampers Swaddlers are the diaper provided for newborns at most U.S. hospitals.
Diff: 3
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Analytical thinking
12
Copyright © 2017 Pearson Education, Inc.
47) Why do international markets need to be segmented?
Answer: Few companies have either the resources or the will to operate in all, or even most, of
the countries that dot the globe. Different countries, even those that are close together, can vary
greatly in their economic, cultural, technological, and political makeup. International firms need
to group their world markets into segments with distinctive buying needs and behaviors.
Diff: 2
LO: 6-2: List and discuss the major bases for segmenting consumer and business markets.
AACSB: Reflective thinking
50) Which of the following is an approach where firms target a whole market based on common
consumer needs?
A) demographic segmentation
B) undifferentiated marketing
C) micromarketing
D) concentrated marketing
E) geographic segmentation
Answer: B
Diff: 1
LO: 6-3: Explain how companies identify attractive market segments and choose a market-
targeting strategy.
13
Copyright © 2017 Pearson Education, Inc.
51) Marketing the same product to a huge customer base without any customization is referred to
as ________.
A) mass marketing
B) differentiated marketing
C) niche marketing
D) local marketing
E) individual marketing
Answer: A
Diff: 2
LO: 6-3: Explain how companies identify attractive market segments and choose a market-
targeting strategy.
52) Port Orleans Shipping markets different services to the tourism, defense, and trade segments.
The firm designs separate offers for each segment based on their needs. This approach is called
________ marketing.
A) concentrated
B) differentiated
C) individual
D) mass
E) local
Answer: B
Diff: 3
LO: 6-3: Explain how companies identify attractive market segments and choose a market-
targeting strategy.
AACSB: Analytical thinking
53) Although not recommended, some marketers decide to ignore market segmentation and
target the whole market with one offer. This is known as ________ marketing.
A) undifferentiated
B) differentiated
C) niche
D) local
E) individual
Answer: A
Diff: 2
LO: 6-3: Explain how companies identify attractive market segments and choose a market-
targeting strategy.
14
Copyright © 2017 Pearson Education, Inc.
54) The marketing manager of Refresh Inc., a leading producer of soft drinks, is considering a
differentiated marketing strategy. An important consideration is weighing increased sales against
________ before selecting this strategy.
A) decreased production
B) increased demand
C) increased costs
D) decreased prices
E) increased profits
Answer: C
Diff: 2
LO: 6-3: Explain how companies identify attractive market segments and choose a market-
targeting strategy.
AACSB: Analytical thinking
55) Compared with undifferentiated marketing, differentiated marketing is more likely to lead to
________.
A) reduced sales in each market segment
B) weaker product position in each market segment
C) higher costs of doing business
D) redundancy in product design across market segments
E) smaller market share in the industry
Answer: C
Diff: 3
LO: 6-3: Explain how companies identify attractive market segments and choose a market-
targeting strategy.
AACSB: Analytical thinking
15
Copyright © 2017 Pearson Education, Inc.
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Sehr schwer, fest, hart und zähe ist auch das Holz von
K o r n e l k i r s c h e, H a r t r i e g e l und W e i ß d o r n; man verwendet
es zu kleineren Dreharbeiten, Hammerstielen, Radkämmen, Spazier-
und Regenschirmstöcken. Ein sehr brauchbares Wagner- und
Drechslerholz liefert der schwarze H o l u n d e r. Aus seinen
Wurzelstöcken, die häufig schönes Maserholz besitzen, werden mit
Vorliebe Pfeifenköpfe geschnitzt. Zu letzterem Zwecke werden
namentlich auch die Wurzelstöcke der in Südfrankreich und auf
Korsika vorkommenden B a u m h e i d e (Erica carnea), die unter dem
Namen Bruyèremaser im Handel sind, benutzt. Vorteilhafte
Verwendung zu feineren Drechsler- und Einlegearbeiten,
Zahnstochern und dergleichen findet das, wenn zur richtigen Zeit
gefällt, schön gelbe, ziemlich harte, feine und leicht zu schneidende
Holz des S p i n d e l b a u m s oder P f a f f e n h ü t c h e n s t r a u c h s
(Euonymus europaeus). Ein unübertreffliches Material für Räder,
Wagendeichseln, besonders aber Peitschenstöcke liefert der in
Südeuropa wachsende Z ü r g e l b a u m (Celtis australis), dessen
Holz demjenigen der ihm sehr nahe verwandten Ulme ähnelt, aber
zäher und elastischer als dieses ist. Auch der g e m e i n e F l i e d e r
(Syringa vulgaris), die S t e c h p a l m e (Ilex aquifolium), die
B e r b e r i t z e (B e r b e r i s v u l g a r i s), der G o l d r e g e n (Cytisus
laburnum) und der E s s i g b a u m (R h u s c o r i a r i a) liefern
vorzügliches Holz für kleinere Drechsler- und Kunstschreinerarbeiten.
Neben all diesen heimischen Holzarten werden eine Menge
außereuropäischer Hölzer als Schmuckhölzer bei uns eingeführt, um
zu Klaviergehäusen, Salonmöbeln, Billardtischen usw. verarbeitet zu
werden. Unter ihnen ist wohl das E b e n h o l z, das seit ältester Zeit
im Gebrauch stehende und teilweise wertvollste aller Schmuckhölzer.
Unter diesem Namen faßt man eine Menge schwerer, dunkler und
äußerst harter Hölzer von hoher Politurfähigkeit, aber großer
Sprödigkeit zusammen, die von verschiedenen in den wärmeren bis
tropischen Regionen gedeihenden Bäumen der Gattung Diospyros
abstammen. Das gebräuchlichste derselben ist dasjenige des
i n d i s c h e n E b e n h o l z b a u m s (Diospyros ebenaster), eines
Baumes aus der Familie der Ebenazeen mit bis 26 cm langen
wechselständigen Blättern, achselständigen, auch aus altem Holze
entspringenden, gelblichweißen oder grünlichen Blüten in
Trugdolden und bis 10 cm langen olivengrünen, als „Mehläpfel“
bezeichneten eßbaren Früchten mit gelbem, schleimigem,
säuerlichem Fleisch. Der in Vorder- und Hinterindien, wie auch im
indischen Archipel sehr verbreitete Baum wird auf Mauritius kultiviert
und ist neuerdings auch im tropischen Amerika eingeführt worden.
Er liefert einen Teil des indischen Ebenholzes, besonders des
Ceylonebenholzes. Das Splintholz junger Bäume ist weißlich und hin
und wieder mit weißen, nach dem Kerne hin sich vermehrenden
schwärzlichen Adern durchzogen. Bei alten Bäumen jedoch ist das
Weiße kaum fingerdick, alles übrige ist schwarz und von so
gleichmäßiger Textur, daß man die Spiegel und Jahresringe nicht
leicht bemerkt. Dadurch und durch die größere Schwere
unterscheidet sich das echte Ebenholz leicht von schwarzgebeizten
hiesigen Holzarten, namentlich vom Eichenholz.
Neben dem indischen gibt es auch afrikanisches Ebenholz, von
dem das M a d a g a s k a r e b e n h o l z von D. haplostylis mit weißem
Splint und tief blauschwarzem Kern als das schönste gilt. Das
S a n s i b a r-, K a m e r u n- und M a k a s s a r e b e n h o l z von
verschiedenen anderen Diospyrosarten ist weniger schön, von oft
grauer bis braunschwarzer Farbe. Ein reh- bis kaffeebraunes, oft
regellos schwarz gestreiftes, wie mit Tinte übergossenes, aber
schönes und seltenes Holz ist unter dem Namen b u n t e s oder
s t r e i f i g e s E b e n h o l z, auch K o r o m a n d e l e b e n h o l z von
D. hirsuta, so genannt, weil es zumeist von der Koromandelküste in
Ostindien ausgeführt wird, im Handel. Alle diese Ebenhölzer kommen
in Stämmen von oft gewaltiger Größe zu uns, gehören zu den
schönsten und teuersten Schmuckhölzern und waren das
geschätzteste Holz des Altertums. Schon im Alten Testament wird es
als Luxusholz erwähnt. Im 5. Jahrhundert schreibt der griechische
Geschichtschreiber Herodot: „Die Abgaben, welche die an Ägypten
grenzenden Neger dem Perserkönig Dareios alle zwei Jahre
entrichteten und noch entrichten, bestehen in Gold, 200 Stämmen
Ebenholz (ébenos), 5 Negerknaben und 50 großen Elefantenzähnen.
Überhaupt ist das Negerland reich an Gold, Elefanten und Ebenholz.“
Strabon und Plinius sagen, daß in dem südlich von Ägypten
gelegenen Negerland die Wälder nebst Palmen vorzüglich aus
Ebenholzbäumen bestehen. Des letzteren Zeitgenosse, der
griechische Arzt Dioskurides, schreibt in seiner Arzneimittellehre:
„Für das beste Ebenholz gilt das aus dem Negerland stammende
schwarze, aderlose, das so glatt ist wie poliertes Horn und,
zerbrochen, wie eine dichte Masse erscheint. Gekaut schmeckt es
beißend und schwach zusammenziehend. Auf Kohlen gelegt brennt
es mit Wohlgeruch und ohne Rauch. Frisch ans Feuer gebracht,
brennt es wegen seines Ölgehaltes an; an einem Wetzstein
gerieben, wird es blaßgelblich. Es gibt auch indisches Ebenholz, das
weiße und gelbliche Striche und Flecken hat, aber das schwarze
(afrikanische) ist besser. Manche Leute verkaufen Holz vom
Maulbeerbaum oder von Mimosen als Ebenholz, weil es durch seine
Ähnlichkeit täuscht. Das Ebenholz wird gegen einige Krankheiten in
Anwendung gebracht.“
Der Grieche Strabon und der Römer Vergil nennen Indien als die
Heimat des schwarzen Ebenholzes, das im Lateinischen in Anlehnung
an das Griechische ebenum hieß, woraus dann die deutsche
Bezeichnung hervorging. Ersterer fügt hinzu, daß sich die Inder ihren
Körper mit glatten Walzen von Ebenholz zu streichen pflegen, weil
sie das für gesund halten, und Theophrast sagt in seiner
Pflanzenkunde: „Ein eigentümlicher Baum Indiens ist der
Ebenholzbaum (ebénē). Übrigens gibt es davon zwei Arten, wovon
die seltenere mit glattem Stamm (der echte Ebenholzbaum)
schönes, die häufige, ein Strauch, schlechtes Holz liefert. Die schöne
Farbe des Ebenholzes ist von Natur vorhanden und erscheint nicht
erst beim Aufbewahren.“
Tafel 163.
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