Exam 7: Segmenting and Targeting the Audience

Wholesome Soups,a maker of organic soups,is starting a new marketing campaign emphasizing the ease of preparing and eating Wholesome Soups on the go.Print,television,and Internet ads feature college-aged students enjoying Wholesome Soups between classes and during study breaks.Wholesome Soups' new marketing campaign is most likely aimed at which of the following?

Which of the following is NOT a step in the consumer decision process?

________ is your view of the relationship between what you gain by trying something new and what you have to lose if it doesn't work out.

According to Maslow's Hierarchy of Needs,which level of needs includes self-fulfillment and enriching experiences?

Prestige,status,and accomplishments are all examples of which level of needs in Maslow's Hierarchy of Needs?

Business buyers and individual consumers are equally influenced by emotional factors.

Juan was born in Mexico but moved to the United States when he was five years old.His family is still close to relatives living in Mexico,and he lives in a neighborhood where most people speak Spanish,eat traditional Mexican dishes,wear traditional Mexican clothing,and listen to Mexican music.He remembers fondly his grandfather telling him stories of his home country's customs and heroes.All of these factors form the ________ that will influence Juan's consumer behavior.

Explain the role of marketers in the information search step of the consumer decision-making process.Give an example of how the marketer might execute this role.

Which of the following psychographic segmentation tools uses ZIP codes to identify geographic clusters of lifestyle segments?

Which of the following is for many people the most important reference group because of its formative role and the intensity of its relationships?

________ refers to the quantity of a purchase.

________ means dividing the market into groups of people who have similar characteristics in certain key product-related areas.

Recently,an adventurous millionaire successfully made a dangerous climb in the Himalayas.This gentleman really has all of his basic needs satisfied,and he claims to do the things he does for self-fulfillment and enrichment.According to Maslow's Hierarchy of Needs,which need is this man most likely satisfying?

Heavy users and brand-loyal buyers are usually a brand's most important customers,and they are the most difficult for competitors to switch away from a brand.

Which of the following involves matching online ads to interests indicated by consumers' online activities?

A company launching a global marketing program can expect messages that speak to the values of taking initiative and rugged individualism will appeal equally to audiences in all cultures.

People who search,share,and initiate marketing communication and brand relationships are referred to as Seekers.

Cameron loves to know about and purchase the most up-to-date technological gadgets.Among his friends,he is almost always the first to own the newest electronic product.Often the products that Cameron buys become adopted by large groups of consumers,but occasionally Cameron will purchase a product that is adopted by only a small portion of the population.Cameron most likely belongs to which adopter group?

________ age is how old we feel we are rather than how old we actually are.

Which of the following is NOT considered a consumer category of brand relationship?