Exam 3: Consumer Behaviour and Target Audience Decisions

Ads for consumer finance companies are often aimed at people making $25,000 or less annual salaries.Consumer finance companies are using _____ segmentation.

The first step in the target market process is to:

Young consumers who were surveyed found great difficulty in:

Perception is an important consideration for ad creation.Obsession perfume used scent strips in its ads and a caterer mailed free samples to potential clients to influence _____ and to increase the probability that the ad will be noticed.

Dara Smith looked at articles in Consumer Reports magazine and asked the salesperson at Future Shop many questions before purchasing a stereo receiver.These activities are examples of:

An ad for Nivea skin cream which is used by women states that the cream allows you to "give your skin back its own wrinkle control." This ad is using _____ segmentation.

Information such as product knowledge,meanings,and beliefs is combined to evaluate alternatives through:

Jeff runs several times a week and believes that Nike running shoes are the best for his running style and the shape and size of his foot.Puma may consider it inefficient to advertise to Jeff because they consider him to be:

A feeling of post-purchase doubt or psychological tension that a consumer experiences after making a difficult purchase choice is called:

One study estimates that the consumer is potentially exposed to nearly 1500 ads per day,yet perceives only 76 of these messages._____ accounts for this phenomenon

Bell Canada uses _____ segmentation to segment consumers in terms of how much leisure telephone calling they do.

On a trip to Halifax,Myra experienced car trouble.She knew she needed to find a good mechanic,so she asked the advice of the people running the motel where she was staying.She also called the local Better Business Bureau for help and looked in the local yellow pages.Finally,she called a friend who used to live in Halifax for his recommendation.Myra was obviously engaged in which stage of the consumer decision making process?

Research shows that about two-thirds of the new insurance policies Prudential sells will be to current policyholders.This information indicates a ______ segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation.

_____ is a preference for a particular brand that results in its repeated purchase.

_____ is the first stage in the consumer decision making process.

_____ occurs when Betty elects to read only the book section of the National Post Saturday newspaper and not look at the other sections of the paper.

The headline for the Allstate Flood Insurance program ad reads,"There's a chance of flooding in your area.Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ needs as defined by Maslow's hierarchy.

_____ refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles,values,norms,interests,and behaviours can be grouped.

Yonique was a beverage made from yogurt.It was similar in consistency to a milkshake,but made with yogurt instead of milk.Even though its marketers tried to use marketer-induced need recognition,the product failed in large measure because:

Maxwell House Coffee ads emphasize consumers' overall emotional impressions of the brand with its "Good to the last drop" slogan.Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee.This is an example of a marketer using: