Exam 7: Segmenting and Targeting the Audience

Which of the following can be used to provide marketers with a deeper understanding of how low-attention processing actually works and what motivates people into unconscious,intuitive decision making?

________ is the consumer decision-making stage in which brand communication helps sort out products on the basis of tangible and intangible features.

Unlike a family,a household includes all those who occupy a dwelling,whether or not they are related.

Psychographic segmentation is primarily based on studies of how people spend their money,their patterns of work and leisure,their interests and opinions,and their views of themselves.

Describe the three functions of reference groups.

The position you and your family occupy within your society is known as your ________.

Profiles are descriptions of the target audience that read like a description of someone you know.

Define segmenting and then name and describe typical approaches to segmentation.

Refer to the following scenario to answer the questions below. Monique and Bob Smith are married with two children at home and a third away at college.They are considering adopting another child.Monique is the primary shopper for her family.Every week,she goes shopping to buy products that she and her family need and want. -Though Monique doesn't eat them,she buys snack items for her children and is always looking for nutritious snacks rather than mere junk food.In marketing terms,Monique is considered which type of consumer?

Because people are able to move between social classes,these classes are relatively impermanent and disordered divisions composed of members without shared values,interests,or behaviors.

The youngest of the baby boomers are now in their ________.

Explain why U.S.marketers are interested in the Latino market.

To communicate with and build relationships with the growing Hispanic market,marketers will likely focus on how to do which of the following?

The boundaries each culture establishes for "proper" behavior are called ________.

Ed purchases new technological devices such as PDAs,DVRs,and MP3 players after many people he knows already own the devices.However,Ed is rarely among the last people he knows to purchase a new technology.Ed is part of the late majority adopter group.

In postpurchase evaluation,satisfaction is defined as the "gap" between the customer's expectations of a product or experience and the customer's actual experience with it.

Name the stages of the consumer decision process.What role does marketing communication play in each?

There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients.People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions.This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years.

The article noted that a substantial portion of young people don't consider diet sodas cool,particularly men.What is Pepsi trying to accomplish with its increased effort to reach these consumers?

Max is trying to get into a fraternity in college.Because he wants to be accepted by this group,he notices the brands of clothes the fraternity members all seem to wear and the types of beer they drink at parties,and he does the same.Actually,he doesn't even like beer,but that seems to be what is expected of people in this fraternity.For Max,the fraternity represents which of the following?