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

Mark works hard to ensure that his family has basic needs such as water, food, and sleep.This fulfills the of the family.

Anne is the vice-president of a bank who is well respected in her community.The community has recognized her social contributions by naming a lane after her.This fulfills Anne's:

Explain three examples of decision heuristics.

Which of the following needs is fulfilled when Jake uses the Mills International equipment?

While on his way home, Jack buys a box of Guardian Original cereal and a family pack of Rice Krispies for his kids.He does not ponder the benefits provided by the competitors' products.This is an example of:

Allison bought a laptop from Bell and Co.While working one day, the laptop suddenly stopped.Despite Allison's best efforts, it did not start again.She made a visit to the service centre, which refused to check the laptop, saying that it did not have the requisite expertise.The centre also refused to make any alternative arrangements.Allison then decided to post her problems on Facebook to advise people not to buy computers from Bell and Co.This is an example of:

John attends meditation classes.He believes that meditation will help him maintain a happy, satisfied outlook on life.This is an example of:

Convenience goods/services are products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers.

Megan loves visiting Williams Café near her college.Her enduring evaluation of Williams Café is that she loves the ambience but doesn't like the food too much.She spends over an hour at the café, almost every day, sipping coffee and reading her books.This is an example of customer:

A buyer seeks information beyond her personal knowledge base to help make a buying decision.This is an example of:

Jack wants to buy a car.The Nissan receives a low mileage rating when compared to cars by Honda and Toyota, but it scores higher than those cars when it comes to price.Jack feels that the price of a Nissan compensates for its weakness when it comes to mileage.This is an example of:

Jerry wants a car that has good mileage but low gas consumption.He buys a Toyota.In this case, determines the purchase of the car.

Becky wants to buy a new house.She is a great believer in destiny and fate.She feels that regardless of what information she has, she can do little to influence the outcome of the deal and therefore does not engage in extensive research.This is an example of:

Determinant attributes are neither rational nor psychologically based.

A purchase decision process during which the consumer devotes considerable time and effort to analyzing alternatives, which often occurs when the consumer perceives that the purchase decision entails a great deal of risk is called:

Michelle is scared of spiders and feels a strong wave of fear whenever she sees one.This is an example of:

Drew went to the grocery store to do her weekly shopping.She saw some cookies that she had bought before.She bought a pack just in case some of her children's friends came to visit over the weekend.She was sure the cookies were nice.This is an example of:

Mila wants to find out more about a newly launched detergent.She seeks additional information on the product from her friend who has used this particular good.This is an example of:

Jeff goes to the supermarket to buy groceries for his family with an elaborate grocery list in hand.After buying all his groceries, he spots some candy that is prominently displayed at the checkout aisle.He picks up a chocolate bar even though it was not part of his grocery list.This is an example of:

A corporate company provides Christmas fun for juvenile detention centres every year as part of their social responsibility program.They deliver beautifully wrapped gifts and stockings filled with fruit and chocolates.On Christmas morning, the company serves cinnamon rolls or coffee cake for breakfast and for dinner there is typically ham and occasionally plum pudding.This is an example of: