Exam 5: Segmenting and Targeting the Audience

Lexus works to keep customers happy after each sale,aiming to delight the customer in order to gain a customer for life.In this pursuit,Lexus is focused on which step of the buyer decision process?

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

International,national,state,city,climate,and urban/rural are all ways to segment a market by ________.

Values are defined as rules that we learn through social interaction that specify or prohibit certain behaviors.

Max is trying to get into a fraternity in college.Because he wants to be accepted by this group,he notices the brands of clothes they all seem to wear and the types of beer they drink at parties,and he does the same.Actually,he doesn't even like beer,but that seems to be what is expected of people in this fraternity.What influence does this fraternity represent with respect to Max's consumption behavior?

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

Business buyers are not influenced by emotional factors.

Miriam purchased a new car last month,but she continues to look at advertising for cars and notes how many other cars like hers are on the road.When a news article came out indicating problems with the transmission noted by owners of her make of car,Miriam took that to mean that all types of cars in that class can have those problems,not just hers.She even sought out a Consumer Reports article that pointed out that the car she purchased was rated highly on reliability.What is Miriam experiencing?

Diffusers are people with low brand loyalty who may be willing to try a new product.

Women account for the majority of all consumer purchases in the United States.

The youngest of the baby boomers are now in their ________.

Describe the three functions of reference groups.

Which of the following is referred to as a designated market area?

MONITOR™ is a research tool that tracks consumer usage and adoption rates.

Heavy users and brand-loyal buyers are usually a brand's most important customers,and they are the most difficult for competitors to switch away from a brand.

A difference between the low- and high-involvement decision processes is the amount of information needed to make a decision.

Which of the following is the fastest growing minority group in the United States?

________ are professional researchers hired by advertisers to identify trends that may affect consumer behavior.

A(n)________ is an internal force that stimulates a person to behave in a particular manner and is produced by the tension caused by an unfulfilled want or need.

________ are simply rules learned through social interaction that specify or prohibit certain behaviors.