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

Two colleagues were angry after a hotel clerk gave away their room reservations.They lashed out against the company by posting a nasty slide show of their experience online, which more than 20,000 people saw when it went viral.This is an example of:

When consumers believe they have some control over the outcomes of their actions, they generally engage in more search activities.This is called:

Value is a strong driver of consumers' purchase decisions.

Which of the following holds true for the term reference group?

Michelle believes that spiders are dangerous and that a spider bite can have fatal consequences.This is an example of:

Which of the following holds true for the term impulse buying?

Mary likes where she lives but doesn't like the weather.Mary is displaying an attitude.What is an attitude? Explain the three components of an attitude.

A hockey equipment manufacturing company is endorsed by NHL superstars.Therefore, ice hockey fans tend to buy hockey equipment from this company.This is an example of:

Allison buys a new car.Then she sees the advertisement of another car listing all its benefits and feels confused as to whether she bought the right car.She feels that she should have bought the car advertised in the paper.This is an example of:

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

A buyer who examines his own memory and knowledge about a product or service, gathered through past experiences, is experiencing:

When Allison tries to remember the brands her brother used when he played the game, this is an example of:

Physiological risk involves the fears that consumers suffer when they worry others might not regard their purchases positively.

Tracie buys only certain brands and shops only at certain stores, and does not consider any other brands or firms in her decision.What is Tracie displaying here? Explain.

Mia goes to the local bakery every morning to have her breakfast, which consists of a bagel with cream cheese and a freshly brewed cup of coffee.She has been doing this for the last 10 years.This is an example of:

Which of the following needs is fulfilled when Jake uses the equipment endorsed by Sidney Crosby that is of the same quality but more expensive than the Mills International equipment?

Jesse feels that Ross is kind, charming, and humorous and that is why she feels good when she is around him.This is an example of:

Joss wants to buy a T-shirt.He prefers branded T-shirts to non-branded ones.Though the Calvin Klein T-shirt is very expensive, Joss believes he is buying a higher quality item.This is an example of:

Jareds is launching a new washing machine detergent in the market that promises the best possible results.Explain the steps that Jareds can take to ensure postpurchase satisfaction.

Jeff wants to purchase a new house.He consults his family and friends on the area where he should buy.He contacts a number of house agents to find out more about the prices of the houses.He also searches online to have a look at the houses for sale and reads the comments of people interested in buying houses.This is an example of: