Exam 5: Segmenting and Targeting the Audience

A person buying a boat would be likely to exhibit low-involvement buying behavior.

The first step in the consumer decision process is information search.

"I am Devoted" and "I Measure Twice" are two general consumer groups identified by MONITOR's MindBase.

Explain one advantage and one disadvantage of adding variables to a target audience definition.

________ specialize in identifying trendy fads that appeal to young people.

________ are the statistical,social,and economic characteristics used to describe a population,including age,gender and sexual orientation,education,income,occupation,race,and family status.

Old Navy's "SuperModelquins" campaign features mock supermodels with celebrity-worthy stories that are featured on TV and the Web.They've been featured in a flyer patterned after a celebrity magazine,have attended high-profile events,and have a presence on Twitter.What type of influence on consumer decision making is this campaign attempting?

Which of the following is a form of tension that occurs when there are discrepancies between what we actually receive and what we thought we would receive?

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

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." -Which segmentation variables is Pepsi using when it narrows its marketing efforts for regular Pepsi-Cola to "soda drinkers younger than 25,Latinos,African-Americans,and sports fans"?

Refer to the following scenario to answer the questions below. Monique and Bob Smith are married with two children at home and a third away at college. They are also considering adopting another child. Monique is the primary shopper for her family. Every week, she goes shopping to buy products that she and her family need and want. -Though Monique doesn't eat them,she buys snack items for her children and is always looking for nutritious snacks rather than mere junk food.In marketing terms,Monique is considered which type of consumer?

Ed purchases new technological devices such as PDAs,DVRs,and MP3 players after many people he knows already own the devices.However,Ed is rarely among the last people he knows to purchase a new technology.Ed is part of the late majority adopter group.

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?

A ________ is a group of people an individual uses as a model for behavior in specific situations.

Explain how marketers may be able to reduce postpurchase cognitive dissonance.

After segmenting a market,the marketer uses targeting to design specific communication strategies for the product's audience.

Explain the role of marketers in the information search step of the consumer decision-making process.Give an example of how the marketer might execute this role.

Which of the following refers to an organization evaluating and choosing the best market segments with which to communicate?

Physiological needs include the need for water,food,and sleep.

Define segmenting and then name and describe typical approaches to segmentation.