Exam 5: Targeting the Marketplace Segmentation, Targeting, and Positioning

Performance risk involves the perceived danger inherent in a poorly performing product or service.

Which of the following holds true for the term negative word of mouth?

Which of the following holds true for the term self-actualization?

Learning affects both attitudes and perceptions.

The consumer's degree of interest or concern in a product or service is called:

Describe the techniques used by marketers to influence consumers at the choice stage of the decision process.

Which of the following holds true for the term physiological risk?

Most shoppers believe that Walmart has the lowest price on every product it sells.This belief is a result of the message used in Walmart's advertising and the opinions expressed by its customers.This is an example of customer:

Jeff is a football player.He wants to join a college that provides scholarships to football players and better facilities for athletes.He also checks the fees and dorm facilities of each of these colleges.Jeff devotes considerable time and effort to analyzing his alternatives.He finally settles on the school that best matches his criteria.This is an example of:

After having eaten an Indian meal, Shane realized that what he really wanted was to have eaten a Chinese meal.This is an example of:

Gina wants to buy a car.Before buying it, she asks her friends for their opinions, reads reviews in consumer reports, consults several websites, and visits several dealerships.This is an example of:

Michelle is so scared of spiders that she screams loudly every time she sees one.This is an example of:

Selective comprehension occurs when consumers interpret a marketing message in a way that is different from what the marketer intends.

The consumer belief that fate or other external factors control all outcomes is called:

Convenience products tend to involve greater evaluation than shopping products.

Which of the following holds true for the term financial risk?

While buying a new gown, Rhonda goes online and looks at several websites.She makes copious notes and spends hours comparing prices and designs.She then consults a designer friend, looks at several magazines and discusses the issue with her sisters and mother.This is an example of:

Allison's level of research is an example of:

Many firms use athletes as spokespeople who represent what many people would ideally like to be.This is an example of:

Imagine you want to join a university.Explain in detail the evaluative criteria that would lead you to choose a particular school over others.What shortcuts would you use to arrive at a decision?