Question 1

Which of the following refers to an organization evaluating and choosing the best market segments with which to communicate?

Accepted Answer

A) targeting 
B) seeking 
C) zoning 
D) segmenting 
E) profiling 
A) targeting 
B) seeking 
C) zoning 
D) segmenting 
E) profiling

Question 2

By treating the diet soda market as relatively homogeneous,what marketing strategy is Pepsi using?

Accepted Answer

The strate

Question 3

Which segmentation variables is Pepsi using when it narrows its marketing efforts for regular Pepsi-Cola to "soda drinkers younger than 25,Latinos,African-Americans,and sports fans"?

Accepted Answer

Age and ethnicity fall under d

Question 4

Describe and explain a purchasing situation in which the purchaser and user of a product might have different wants.

Accepted Answer

Answers will vary.For example:

Question 5

Which of the following is NOT typically used to determine social class?

Accepted Answer

A) income 
B) age 
C) family prestige 
D) occupation 
E) education 
A) income 
B) age 
C) family prestige 
D) occupation 
E) education

Question 6

Older consumers with sophisticated tastes and generally affluent lifestyles are identified as belonging to the demographic and lifestyle segment called ________.

Accepted Answer

A) dinkies 
B) yuppies 
C) skippies 
D) ruppies 
E) guppies 
A) dinkies 
B) yuppies 
C) skippies 
D) ruppies 
E) guppies

Question 7

________ are the statistical,social,and economic characteristics used to describe a population,including age,gender and sexual orientation,education,income,occupation,race,and family status.

Accepted Answer

A) Psychographics 
B) Lifestyles 
C) Geographic variables 
D) Demographics 
E) Ethnographic variables 
A) Psychographics 
B) Lifestyles 
C) Geographic variables 
D) Demographics 
E) Ethnographic variables

Question 8

Norms come from a culture's ________,which represent underlying belief systems.

Accepted Answer

A) values 
B) legal systems 
C) social systems 
D) social classes 
E) education systems 
A) values 
B) legal systems 
C) social systems 
D) social classes 
E) education systems

Question 9

Describe how an understanding of brand usage patterns and innovation and adoption patterns helps marketers target consumers.

Accepted Answer

(1)Usage behavior: Refers to how much of

Question 10

An exciting life,equality,wisdom,self-respect,social recognition,a sense of accomplishment,family security,and inner harmony are all examples of ________.

Accepted Answer

A) norms 
B) culture 
C) core values 
D) behaviors 
E) attitudes 
A) norms 
B) culture 
C) core values 
D) behaviors 
E) attitudes

Question 11

The phenomenon of trends and fads is most closely related to which of the following?

Accepted Answer

A) psychographic factors 
B) geographic factors 
C) cross-cultural factors 
D) gender 
E) corporate culture 
A) psychographic factors 
B) geographic factors 
C) cross-cultural factors 
D) gender 
E) corporate culture

Question 12

When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident,the company is appealing to a secondary need on Maslow's Hierarchy of Needs.

Accepted Answer

A) True 
 B)False

Question 13

A difference between the low- and high-involvement decision processes is the amount of information needed to make a decision.

Accepted Answer

A) True 
 B)False

Question 14

Which strategy do planners employ to treat the market as homogeneous,using general appeals for all consumers?

Accepted Answer

A) multi-segment strategy 
B) undifferentiated strategy 
C) behavioral targeting strategy 
D) microtargeting strategy 
E) niche strategy 
A) multi-segment strategy 
B) undifferentiated strategy 
C) behavioral targeting strategy 
D) microtargeting strategy 
E) niche strategy

Question 15

________ specialize in identifying trendy fads that appeal to young people.

Accepted Answer

A) Cool hunters 
B) Buzz marketers 
C) Seekers 
D) Innovators 
E) Early adopters 
A) Cool hunters 
B) Buzz marketers 
C) Seekers 
D) Innovators 
E) Early adopters

Question 16

Which of the following statements is most likely FALSE?

Accepted Answer

A) In the last decade,gay and lesbian consumers have become substantial target markets. 
B) Few ethnic markets are more important to U.S.marketing than the Asian American market because it is the largest ethnic group. 
C) Some media use differences among groups are related to ethnicity. 
D) In the United States during the last three decades,there has been a gradual movement from white-collar occupations to blue-collar occupations. 
E) For advertisers,education tends to correlate with the type of medium consumers prefer. 
A) In the last decade,gay and lesbian consumers have become substantial target markets. 
B) Few ethnic markets are more important to U.S.marketing than the Asian American market because it is the largest ethnic group. 
C) Some media use differences among groups are related to ethnicity. 
D) In the United States during the last three decades,there has been a gradual movement from white-collar occupations to blue-collar occupations. 
E) For advertisers,education tends to correlate with the type of medium consumers prefer.

Question 17

A ________ is a group of people an individual uses as a model for behavior in specific situations.

Accepted Answer

A) subgroup 
B) social class 
C) reference group 
D) normal group 
E) cohort 
A) subgroup 
B) social class 
C) reference group 
D) normal group 
E) cohort

Question 18

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.
-Bob and Monique only purchase cars produced by General Motors.They also attend General Motors car shows,own General Motors merchandise,and encourage their friends and family to buy exclusively from General Motors.Their devotion to General Motors indicates that Bob and Monique belong to a ________.

Accepted Answer

A) cultural cohort 
B) social class 
C) reference group 
D) brand community 
E) corporate culture 
A) cultural cohort 
B) social class 
C) reference group 
D) brand community 
E) corporate culture

Question 19

Compare and contrast the terms family and household.

Accepted Answer

According to the U.S.Census,a family con

Question 20

What is the difference between a consumer's need and a want?

Accepted Answer

An item a consumer needs is so

Which of the following refers to an organization evaluating and choosing the best market segments with which to communicate?

By treating the diet soda market as relatively homogeneous,what marketing strategy is Pepsi using?

Which segmentation variables is Pepsi using when it narrows its marketing efforts for regular Pepsi-Cola to "soda drinkers younger than 25,Latinos,African-Americans,and sports fans"?

Describe and explain a purchasing situation in which the purchaser and user of a product might have different wants.

Which of the following is NOT typically used to determine social class?

Older consumers with sophisticated tastes and generally affluent lifestyles are identified as belonging to the demographic and lifestyle segment called ________.

________ are the statistical,social,and economic characteristics used to describe a population,including age,gender and sexual orientation,education,income,occupation,race,and family status.

Norms come from a culture's ________,which represent underlying belief systems.

Describe how an understanding of brand usage patterns and innovation and adoption patterns helps marketers target consumers.

An exciting life,equality,wisdom,self-respect,social recognition,a sense of accomplishment,family security,and inner harmony are all examples of ________.

The phenomenon of trends and fads is most closely related to which of the following?

When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident,the company is appealing to a secondary need on Maslow's Hierarchy of Needs.

A difference between the low- and high-involvement decision processes is the amount of information needed to make a decision.

Which strategy do planners employ to treat the market as homogeneous,using general appeals for all consumers?

________ specialize in identifying trendy fads that appeal to young people.

Which of the following statements is most likely FALSE?

A ________ is a group of people an individual uses as a model for behavior in specific situations.

Compare and contrast the terms family and household.

What is the difference between a consumer's need and a want?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 7: Segmenting and Targeting the Audience

Which of the following refers to an organization evaluating and choosing the best market segments with which to communicate?

By treating the diet soda market as relatively homogeneous,what marketing strategy is Pepsi using?

Which segmentation variables is Pepsi using when it narrows its marketing efforts for regular Pepsi-Cola to "soda drinkers younger than 25,Latinos,African-Americans,and sports fans"?

Describe and explain a purchasing situation in which the purchaser and user of a product might have different wants.

Which of the following is NOT typically used to determine social class?

Older consumers with sophisticated tastes and generally affluent lifestyles are identified as belonging to the demographic and lifestyle segment called ________.

________ are the statistical,social,and economic characteristics used to describe a population,including age,gender and sexual orientation,education,income,occupation,race,and family status.

Norms come from a culture's ________,which represent underlying belief systems.

Describe how an understanding of brand usage patterns and innovation and adoption patterns helps marketers target consumers.

An exciting life,equality,wisdom,self-respect,social recognition,a sense of accomplishment,family security,and inner harmony are all examples of ________.

The phenomenon of trends and fads is most closely related to which of the following?

When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident,the company is appealing to a secondary need on Maslow's Hierarchy of Needs.

A difference between the low- and high-involvement decision processes is the amount of information needed to make a decision.

Which strategy do planners employ to treat the market as homogeneous,using general appeals for all consumers?

________ specialize in identifying trendy fads that appeal to young people.

Which of the following statements is most likely FALSE?

A ________ is a group of people an individual uses as a model for behavior in specific situations.

Compare and contrast the terms family and household.

What is the difference between a consumer's need and a want?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters