Exam 5: Segmenting and Targeting the Audience

________ is made up of tangible items-such as art,literature,buildings,and music-and intangible concepts-such as knowledge,laws,morals,and customs-that together define a group of people or a way of life.

Office rules,rigid work hours,and dress codes are all aspects of ________.

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?

Which of the following is NOT considered a consumer category of brand relationship?

________ are what we feel for more essential items,such as food and shelter; ________ occur when we desire or wish for something nonessential.

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." -By treating the diet soda market as relatively homogeneous,what marketing strategy is Pepsi using?

Compare and contrast the terms family and household.

The boundaries each culture establishes for "proper" behavior are called ________.

The term yuppies refers to young urban professionals who do not have children.

________ means dividing the market into groups of people who have similar characteristics in certain key product-related areas.

Consumers with higher education tend to prefer print media,the Internet,and selected radio and cable stations.

Older consumers with sophisticated tastes and generally affluent lifestyles are identified as belonging to the demographic and lifestyle segment called ________.

Which of the following statements is most likely true regarding social class in the United States?

Which of the following refers to the rate at which new ideas are spread?

Acquired needs are also called ________ needs.

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

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

There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients.People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions.This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years.

Explain how the VALS system categorizes consumers.

Why might marketers want to target segments of the population based on lifestyles rather than age groups?