Exam 5: Segmenting and Targeting the Audience

Jan is leaving her present job in consumer marketing at a major consumer packaged goods manufacturer to start a new job with an industrial marketer. What are two things Jan should know about the differences between consumer decision making and business decision making?

Profiles are descriptions of the target audience that read like a description of someone you know.

________ involves selecting potentially profitable segments as the audience for a marketing communication effort.

________ 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.

Which of the following is the public spread of a private want?

In the United States, the Asian market is becoming a huge opportunity because it is growing faster than other ethnic groups.

Read the following scenario and then answer the questions that follow. A recent article in the Wall Street Journal described how the next "Pepsi Generation" likely will be drinking diet cola. Pepsi recently learned that one-third of teens were diet soda drinkers and that teens start drinking diet soft drinks at a very early age. However, they also acknowledged that a substantial portion of young people don't consider diet sodas cool, particularly men. The chief marketing officer for Pepsi-Cola North America was quoted as saying, "We are treating Diet Pepsi as the flagship brand. . . . It's a big step for us." Indeed, this is a major break with the traditional soft-drink marketing, in which the sugar-sweetened brand still dominates in market share. However, with concerns of rising obesity and schools cutting back on sugar-sweetened drinks in vending machines, soft-drink manufacturers, like Pepsi, are responding with increased marketing of their diet soft drinks. As part of this new change in focus, Diet Pepsi will be marketed as a hip, cool brand for everyone, including teenagers and Baby Boomers. Meanwhile, the article stated that Pepsi is narrowing its sales pitch for regular Pepsi-Cola to "soda drinkers younger than 25, Latinos, African-Americans, and sports fans." -By treating the diet soda market as relatively homogeneous, what marketing strategy is Pepsi using?

A(n)________ is an internal force that stimulates a person to behave in a particular manner and is produced by the tension caused by an unfulfilled want or need.

Which of the following describes people with low levels of brand loyalty who may be willing to try a new brand?

Max is trying to get into a fraternity in college. Because he wants to be accepted by this group, he notices the brand of clothes they all seem to wear and the type of beer they drink at parties, and he does the same. Actually, he doesn't even like beer, but that seems to be what is expected of people in this fraternity. What influence does this fraternity represent with respect to Max's consumption behavior?

Family is one of the ________ factors that influence consumer behavior.

Carol is conducting research and asking respondents to name the brands that first come to mind for certain product categories. When she asks Bob this question for computers, he mentions IBM, Dell, Gateway, and Hewlett-Packard. These brands represent Bob's ________.

Which of the following is NOT a VALS classification of consumers?

International, national, state, city, climate, and urban/rural are all ways to segment a market by ________.

What is the difference between a consumer's need and a want?

A difference between the low- and high-involvement decision processes is that in the low-involvement case, the information search stage may be skipped.

Which approach to segmentation divides the market using such characteristics such as gender, ethnicity, income, and so forth?

Consumers who try a product and find it does not meet their expectations may be dissatisfied.

Kim, who is an avid cyclist, decided to buy a new bicycle. She searched the web for information on bikes and visited some bike shops. What is involved in the next step in her decision process if she follows the sequence in the text?

An invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the purchase decision?