Question 1

What are the three steps involved in market segmentation?

Accepted Answer

The ability of a company to target specific customers is based on the concept of market segmentation, which involves dividing a large market into smaller segments based on common needs or similar lifestyles. The first step is to identify potential market segments. The second step is to select the segments that offer the most potential. These are typically targets that offer the greatest profit potential. The third step is to position the product so that it appeals to the target market.

Question 2

"Suburban Gentry" is a market cluster segmented by geography.

Accepted Answer

A) True 
 B)False  False

Question 3

Double targeting is an example of which method of segmentation?

Accepted Answer

A)  psychographic segmentation 
B)  geographic segmentation 
C)  behavioural segmentation 
D)  gender segmentation 
E)  reference group segmentation 
A)  psychographic segmentation 
B)  geographic segmentation 
C)  behavioural segmentation 
D)  gender segmentation 
E)  reference group segmentation D

Question 4

Demonstrate how psychographic research has been important in the development of advertising for automakers.

Accepted Answer

Psychographic information shows how an i

Question 5

Double targeting involves devising separate marketing strategies for men and women.

Accepted Answer

A) True 
 B)False

Question 6

Explain the difference between the product differentiation positioning and innovation positioning.

Accepted Answer

Both positioning strategies focus on uni

Question 7

Positioning refers to the place a brand occupies in the agency's campaign.

Accepted Answer

A) True 
 B)False

Question 8

Advertisers attempt to

Accepted Answer

A)  change consumer attitudes about themselves 
B)  alienate current customers in pursuit of new customers 
C)  show the target audience in a new light 
D)  show how products agree with current attitudes 
E)  develop the real self 
A)  change consumer attitudes about themselves 
B)  alienate current customers in pursuit of new customers 
C)  show the target audience in a new light 
D)  show how products agree with current attitudes 
E)  develop the real self

Question 9

Ideal self is how you see yourself.

Accepted Answer

A) True 
 B)False

Question 10

Looking-glass self is how you think others see you.

Accepted Answer

A) True 
 B)False

Question 11

When organizations target their markets psychographically,

Accepted Answer

A)  advertising messages are associated with the lifestyle of the target market 
B)  advertising messages are limited to budgets set by geographic areas 
C)  commercials have subliminal messaging 
D)  advertising messages attempt to reposition the brand 
A)  advertising messages are associated with the lifestyle of the target market 
B)  advertising messages are limited to budgets set by geographic areas 
C)  commercials have subliminal messaging 
D)  advertising messages attempt to reposition the brand

Question 12

In some large cities, ethnic communities represent accessible market niches. For instance, it is estimated that in 2031 Toronto's visible minorities will reach ________% of the population.

Accepted Answer

A)  11 
B)  18 
C)  33 
D)  63 
E)  57 
A)  11 
B)  18 
C)  33 
D)  63 
E)  57

Question 13

How can marketers use the self-concept theory to their advantage?

Accepted Answer

Self-concept theory states that the self

Question 14

The "Pepsi Challenge" campaign is a classic example of

Accepted Answer

A)  lifestyle positioning 
B)  brand-leadership positioning 
C)  product-differentiation positioning 
D)  head-on positioning 
E)  competitive positioning 
A)  lifestyle positioning 
B)  brand-leadership positioning 
C)  product-differentiation positioning 
D)  head-on positioning 
E)  competitive positioning

Question 15

When print ads in Quebec for Dr. Pepper capitalized on the medical image of the brand, this was an example of

Accepted Answer

A)  demographic segmentation 
B)  geographic segmentation 
C)  behaviour response segmentation 
D)  repositioning 
E)  psychographic segmentation 
A)  demographic segmentation 
B)  geographic segmentation 
C)  behaviour response segmentation 
D)  repositioning 
E)  psychographic segmentation

Question 16

The highest level of Maslow's hierarchy of needs is

Accepted Answer

A)  esteem 
B)  social 
C)  physiological 
D)  self-actualization 
E)  safety 
A)  esteem 
B)  social 
C)  physiological 
D)  self-actualization 
E)  safety

Question 17

What impact do members of a family have on consumer behaviour?

Accepted Answer

Members of a family influence buying dec

Question 18

AIOs include frequency of purchase.

Accepted Answer

A) True 
 B)False

Question 19

Beauty and personal care products are famous for appealing to safety needs.

Accepted Answer

A) True 
 B)False

Question 20

Explain the challenge that ethnic diversity presents to advertisers.

Accepted Answer

The Canadian population is changing from

What are the three steps involved in market segmentation?

"Suburban Gentry" is a market cluster segmented by geography.

Double targeting is an example of which method of segmentation?

Demonstrate how psychographic research has been important in the development of advertising for automakers.

Double targeting involves devising separate marketing strategies for men and women.

Explain the difference between the product differentiation positioning and innovation positioning.

Positioning refers to the place a brand occupies in the agency's campaign.

Advertisers attempt to

Ideal self is how you see yourself.

Looking-glass self is how you think others see you.

When organizations target their markets psychographically,

In some large cities, ethnic communities represent accessible market niches. For instance, it is estimated that in 2031 Toronto's visible minorities will reach ________% of the population.

How can marketers use the self-concept theory to their advantage?

The "Pepsi Challenge" campaign is a classic example of

When print ads in Quebec for Dr. Pepper capitalized on the medical image of the brand, this was an example of

The highest level of Maslow's hierarchy of needs is

What impact do members of a family have on consumer behaviour?

AIOs include frequency of purchase.

Beauty and personal care products are famous for appealing to safety needs.

Explain the challenge that ethnic diversity presents to advertisers.

Advertising in a Marketing Communications Environment

The Advertising Industry

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 3: Consumer Behaviour Concepts and Target Marketing

What are the three steps involved in market segmentation?

"Suburban Gentry" is a market cluster segmented by geography.

Double targeting is an example of which method of segmentation?

Demonstrate how psychographic research has been important in the development of advertising for automakers.

Double targeting involves devising separate marketing strategies for men and women.

Explain the difference between the product differentiation positioning and innovation positioning.

Positioning refers to the place a brand occupies in the agency's campaign.

Advertisers attempt to

Ideal self is how you see yourself.

Looking-glass self is how you think others see you.

When organizations target their markets psychographically,

In some large cities, ethnic communities represent accessible market niches. For instance, it is estimated that in 2031 Toronto's visible minorities will reach ________% of the population.

How can marketers use the self-concept theory to their advantage?

The "Pepsi Challenge" campaign is a classic example of

When print ads in Quebec for Dr. Pepper capitalized on the medical image of the brand, this was an example of

The highest level of Maslow's hierarchy of needs is

What impact do members of a family have on consumer behaviour?

AIOs include frequency of purchase.

Beauty and personal care products are famous for appealing to safety needs.

Explain the challenge that ethnic diversity presents to advertisers.

Advertising in a Marketing Communications Environment

The Advertising Industry

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters