Exam 5: Segmenting and Targeting the Audience

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

Recently,an adventurous millionaire successfully made a dangerous climb in the Himalayas.This gentleman really has all of his basic needs satisfied,and he claims to do the things he does for self-fulfillment and enrichment.According to Maslow's Hierarchy of Needs,which need is this man most likely satisfying?

Risk taking is a personality characteristic that drives consumer behavior in the area of trying a new product.

Describe the psychological influences of needs,wants,and motivations and explain why they are important to advertisers.

Which of the following is NOT typically used to determine social class?

Psychographics refers to lifestyle and psychological characteristics such as activities,interests,and opinions.

To communicate with and build relationships with the growing Hispanic market,marketers will likely focus on how to do which of the following?

A need is an internal force that stimulates an individual to behave in a particular manner.

Which strategy do planners employ to treat the market as homogeneous,using general appeals for all consumers?

Name the stages of the consumer decision process.What role might marketing communication play in each?

Prestige,status,and accomplishments are all examples of which level of needs in Maslow's Hierarchy of Needs?

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, Pepsi 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 market, where the sugar-sweetened version of Pepsi 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." -The article also noted 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?

According to the Pareto Rule,20 percent of the market buys 80 percent of the products.

How might geographic shifts in population impact marketers?

________ is the amount of money available to a household after taxes and basic necessities such as food and shelter are paid for.

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.

People who search,share,and initiate marketing communication and brand relationships are referred to as Seekers.

Describe how an understanding of brand usage patterns and innovation and adoption patterns helps marketers target consumers.

Norms come from a culture's ________,which represent underlying belief systems.

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