Exam 5: Segmenting and Targeting the Audience

Lex, Bob and Monique's oldest son who is away at college, lives with three other students in a house off-campus. According to the U.S. Census, Lex and the other students represent a ________.

Consumers with lower education tend to be higher users of ________ than consumers of higher education tend to be.

The first brands that come to mind when you think of a product category are referred to as your evoked set.

According to SRI International, early adopters ________.

After segmenting a market, the marketer selects potentially profitable segments to be the target audience for a marketing communication effort.

Consumers learn about new products for the first time and make the decision to buy them during the ________.

For years, the U.S. Army has used an advertising campaign stressing that you can "Be all you can be." What type of need is addressed by this campaign?

Roger has decided to purchase a personal computer for his household's use, but he doesn't know much about computers and he really doesn't want to spend more than $1,000. How many stages of the consumer decision process is Roger likely to go through in making the decision regarding which computer to purchase?

According to the U.S. Census definition, a ________ consists of two or more people who are related by blood, marriage, or adoption, and live in the same household.

Purchase decision is the last step of the consumer decision process.

Which of the following statements regarding influences on business-to-business decision making is false?

Which of the following is the most important reference group because of its formative role and the intensity of its relationships?

Though Monique doesn't eat them herself, she buys snack items for her children and is always looking for more nutritious snacks rather than mere junk food. In marketing terms, Monique is considered which type of consumer?

Cameron loves to know about and purchase the most up-to-date technological gadgets. Among his friends, he is almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cameron belong?

Name and describe the stages of the consumer decision process under a high-involvement purchase decision and the role advertising plays in each. How is this different under a low-involvement decision?

A ________ consists of all those who occupy a dwelling whether they are related or not.

Which age-related population group is also referred to as the iGeneration?

Acquired needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning.

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." -It was also noted in the article that a substantial portion of young people don't consider diet sodas cool, particularly men. What is Pepsi trying to accomplish with its increased effort to reach these consumers?

A household differs from a family in that it consists of all those who occupy a dwelling whether they are related or not.