Exam 7: Segmenting and Targeting the Audience

Consumers with lower education tend to be higher users of ________ than consumers of higher education.

Yuppies are young urban professionals who do not have children.

Psychographic analysis looks at ________ in terms of patterns of consumption,personal relationships,interests,and leisure activities.

How do geographic shifts in population impact marketers?

Miriam purchased a new car last month,but she continues to look at advertising for cars and notes how many other cars like hers are on the road.When a news article came out indicating problems with the transmission noted by owners of her make of car,Miriam took that to mean that all types of cars in that class can have those problems,not just hers.She even sought out a Consumer Reports article that pointed out that the car she purchased was rated highly on reliability.What is Miriam experiencing,and why?

Describe the psychological influences of needs,wants,and motivations and explain why they are important to advertisers.

Barbara doesn't like to make major purchase decisions,such as choosing which car to buy.However,she had to replace the old car she owned because it was no longer reliable,so she purchased a new Honda Accord.Although her entire family assisted in the purchase transaction and the salesperson was a close family friend and practically sold the car to her at cost,she is still concerned whether she made the right decision.Barbara is suffering from ________.

An acquired need can also be called a secondary need.

While many advertisers use celebrity endorsements,Dove's "Real Beauty" campaign used "real" women of different shapes and sizes as a(n)________,enforcing the idea that women who do not subscribe to unrealistic beauty standards established by conventional supermodels can set fashion and appearance standards.

Which of the following is the largest ethnic group in the United States?

For years,the U.S.Army used an advertising campaign stressing that you can "Be all you can be." What type of need was addressed by this campaign?

Which of the following statements regarding business-to-business decision making is FALSE?

Market segmentation refers to using vast computer databases of personal consumer information to direct highly individualized messages to narrow slices of a segment.

Lexus works to keep customers happy after each sale,aiming to delight the customer in order to gain a customer for life.In this pursuit,Lexus is focused on which step of the buyer decision process?

A ________ consists of all those who occupy a dwelling,whether or not they are related.

Explain one advantage and one disadvantage of adding variables to a target audience definition.

________ are what we feel for more essential items,such as food and shelter;________ occur when we desire or wish for something nonessential.

Why might marketers want to target segments of the population based on lifestyles rather than age groups?

According to the U.S.Census definition,a ________ consists of two or more people who are related by blood,marriage,or adoption,and live in the same household.

A belief that your family is more important than your job is an example of a value.