Exam 5: Segmenting and Targeting the Audience

According to Maslow's Hierarchy of Needs,which level of needs includes self-fulfillment and enriching experiences?

The basic driving forces that motivate us to do something are called ________.

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 four social and cultural influences on consumer decisions.Why are they important for advertisers?

Which of the following most accurately characterizes members of Generation Y?

The ________ process refers to the speed with which people are willing to try a new product.

The theory of cognitive dissonance refers to an internal conflict between two different thoughts.

Juan was born in Mexico but moved to the United States when he was five years old.His family is still close to relatives living in Mexico,and he lives in a neighborhood where most people speak Spanish,eat traditional Mexican dishes,wear traditional Mexican clothing,and listen to Mexican music.He remembers fondly his grandfather telling him stories of his home country's customs and heroes.All of these factors form the ________ that will influence Juan's consumer behavior.

The social and cultural forces that impact consumer decision making include culture,social class,family,and demographics.

Which approach to segmentation divides people into groups based on product category and brand usage?

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? Why?

Explain why the Hispanic market is of great interest to marketers in the United States.

Which of the following involves matching online ads to interests indicated by consumers' online activities?

________ is the consumer decision-making stage in which brand communication helps sort out products on the basis of tangible and intangible features.

________ describes how individuals or groups select,purchase,or use products,as well as the needs and wants that motivate these behaviors.

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?

What two variables are used to organize the VALS Lifestyle Framework?

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

________ refers to the quantity of a purchase.

The phenomenon of trends and fads is most closely related to which of the following?