Exam 3: Consumer Behaviour and Target Audience Decisions

All of the following are demographic factors EXCEPT:

Developing a(n)__________allows the message to be more precisely delivered in a medium that has a higher proportion of the target audience.

Maxwell House Coffee ads emphasize consumers' overall emotional impressions of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee. This is an example of a marketer using:

is a predisposition to buy a certain brand.

An ad for a travel agency offers trips especially designed for grandparents and their grandchildren to enjoy together. This example illustrates the use of ________ segmentation.

Research shows that about two-thirds of the new insurance policies Prudential sells will be to current policyholders. This information indicates that __________segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation.

occurs when Betty elects to read only the book section of the National Post Saturday newspaper and not look at the other sections of the paper.

Bell Canada uses __________segmentation to segment consumers in terms of how much leisure telephone calling they do.

Which of the following attributes are probable evaluative criteria that students use to purchase a new smart phone?

divides a market on the basis of lifestyles.

For which of the following products is the consumer most likely to experience cognitive dissonance?

Perception is an important consideration for ad creation. Dior perfume used scent strips in its print ads and a caterer mailed free taste samples to potential clients to influence ________ and to increase the probability that the ad will be noticed.

describe(s) the group of consumers toward whom an overall marketing program is directed.

Oral B markets an indicator toothbrush that reminds consumers when they need to replace their old worn brushes. This strategy is focused to reach consumers at which stage of the consumer decision making process?

Steven rides his bicycle everywhere. It is his sole method of transportation, so he does everything necessary to keep it in top running condition. When the chain started to slip a little, he knew that the bike needed to be taken in for servicing at his local bike shop. At this point, Steven was in the___________ stage of the consumer decision-making process.

Yonique was a beverage made from yogurt. It was similar in consistency to a milkshake, but made with yogurt instead of milk. Even though its marketers tried to use marketer-induced need recognition, the product failed in large measure because:

After determining the need for a product, the next stage in the consumer decision- making process is:

Marketers try to positively influence consumers' evaluation of their products because research shows a strong link between attitudes and _________.

The consumer decision- making process is not always linear like the arrows suggest. Each of the following statements adds to this argument that EXCEPT:

A ________is a felt need that is shaped by a person's knowledge, culture, and personality.