Consumer Behavior, 11e (Schiffman/Kanuk)
Chapter 2 Segmentation, Targeting Targeting and Positioning
1) The process of dividing a market into distinct subsets of consumers with common needs or characteristics is known as ________. A) target marketing B) market segmentation C) mass marketing D) the marketing concept E) market evauation Answer! B Diff! 1 "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe describe its infuence on marketing practices AAC"B! (efective thinking &) antas targets four distinct segments! coach passengers' premium econom*' business and first cass' and uses ________ to cear* differentiate between the options targeted at each segment. A) positioning B) behaviora targeting C) geographic segmentation D) reverse targeting E) countersegmentation Answer! A Diff! & "ki! Appication #earning $b%! &.1! To understand the interreationships among market segmentation' targeting targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe describe its infuence on marketing practices AAC"B! Appication of knowedge knowedge
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0) The ________ of a product or service is the process b* which a compan* creates a distinct image and identit* for its products' services and brands in consumers minds. A) segmentation B) target C) positioning D) ps*chographic inventor* E) concentrated marketing strateg* Answer! C Diff! 1 "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe describe its infuence on marketing practices AAC"B! (efective thinking 2) 3ost marketers prefer to target consumer segments that are reative* ________. A) sma B) stabe in terms of consumption patterns C) unpredictabe D) inaccessibe E) e4pensive to pursue Answer! B Diff! 1 "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe describe its infuence on marketing practices AAC"B! (efective thinking -) eter wants to segment the target audience for his fro5en *ogurt shop based on benefits sought. 6nike demographic variabes' the benefits sought variabe v ariabe is difficut to measure' so it is not as ________. A) profitabe B) stabe in terms of consumption patterns C) identifiabe D) inaccessibe E) e4pensive to pursue Answer! C Diff! & "ki! Appication #earning $b%! &.1! To understand the interreationships among market segmentation' targeting targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe describe its infuence on marketing practices AAC"B! Appication of knowedge knowedge & Cop*right + &,1- earson Education' /nc.
7) 8hich of the foowing is 9$T one of the characteristics of an effective target: A) identifiabe B) si5eabe C) reachabe D) inaccessibe E) congruent with the marketers ob%ectives and resources Answer! D Diff! 1 "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe describe its infuence on marketing practices AAC"B! (efective thinking ;) err* < "wift = an investment management firm = used the &,,1 >?C#E "egmentation "eg mentation "*stem' which is part of a database entited ________. A) 9iesen 3*Best"egments B) @A#" C) (/3 D) 9iesen 9et(atings E) 3aga5ine (eaders /nde4 3(/) Answer! A Diff! 0 "ki! Appication #earning $b%! &.1! To understand the interreationships among market segmentation' targeting targeting and positioning' and how to seect the best target markets #earning $utcome! 10! Describe the infuence of socia cass and economics cass cass on consumer behavior AAC"B! Appication of knowedge knowedge
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) Consumers characteristics can be cassed as either behaviora or cognitive. /n this conte4t' behaviora data can be determined from direct uestioning and categori5ed b* a singe ob%ective measure. E4ampes of behaviora data incude ________. A) demographics' gender' and benefits wanted B) usage rate' eve of invovement' and ps*chographics C) personait* traits' ifest*es' and fami* ife c*ce D) education' uantit* of product purchased' and gender E) eve of invovement' awareness of product aternatives' and benefits wanted Answer! D Diff! 0 "ki! Concept #earning $b%! &.&! To To understand the the bases used to segment consumers' consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe describe its infuence on marketing practices AAC"B! Ana*tica thinking F) Consumers characteristics can be cassed as either behaviora or cognitive. /n this conte4t' cognitive factors are abstract' can be determined on* through more compe4 ps*choogica and attitudina uestioning' and genera* have no singe' universa definitions. E4ampes of cognitive factors incude ________. A) demographics' gender' and benefits wanted B) usage rate' eve of invovement' and education C) personait* traits' ifest*es' and gender D) education' usage situation' and socia cass E) cutura vaues' personait* traits' and benefits sought Answer! E Diff! 0 "ki! Concept #earning $b%! &.&! To To understand the the bases used to segment consumers' consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe describe its infuence on marketing practices AAC"B! Ana*tica thinking
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1,) Consumers characteristics can be cassed as either consumerintrinsic or consumption specific. /n this conte4t' consumerintrinsic features stem from the consumers ph*sica' socia' and ps*choogica characteristics. E4ampes of consumerintrinsic features incude ________. A) demographics' gender' and benefits sought B) usage rate' eve of invovement' and ps*chographics C) personait* traits' cutura vaues' and income D) education' consumptionspecific attitudes' and socia cass E) attitudes regarding shopping' awareness of product aternatives' and benefits wanted Answer! C Diff! 0 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Ana*tica thinking 11) Consumers characteristics can be cassed as either consumerintrinsic or consumption specific. /n this conte4t' consumptionspecific features are attitudes and preferences toward specific products or bu*ing situations. E4ampes of consumptionspecific features incude ________. A) demographics' gender' and benefits sought B) attitudes toward shopping' benefits sought in products' and freuenc* of eisure activities C) personait* traits' ifest*es' and income D) education' usage situation' and gender E) personait* traits' awareness of product aternatives' and attitudes toward poitica issues Answer! B Diff! 0 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Ana*tica thinking
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1&) /n reference to consumer characteristics' ________ can be determined from direct uestioning or observation and categori5ed b* a simpe ob%ective measure' whereas ________ are abstract and can be determined on* through more compe4 ps*choogica and attitudina uestioning. A) consumptionbased featuresG consumerintrinsic features B) behaviora dataG cognitive data C) productspecific featuresG consumptionbased features D) cognitive dataG behaviora data E) consumerintrinsic featuresG consumptionbased features Answer! B Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 10) Another term for ps*chographic characteristics is ________. A) age B) ifest*es C) benefits sought D) usesituation factors E) usereated factors Answer! B Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 12) Age' gender' and income are bases of which of the foowing t*pes of segmentation: A) geographic segmentation B) sociocutura segmentation C) benefit segmentation D) demographic segmentation E) ps*choogica segmentation Answer! D Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 7 Cop*right + &,1- earson Education' /nc.
1-) ________ isHare defined b* computing an inde4 based on three uantifiabe variabes! income' education and occupation. A) Demographics B) "ocia cass C) s*chographics D) ersonait* traits E) "ociocutura vaues Answer! B Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 10! Describe the infuence of socia cass and economics cass on consumer behavior AAC"B! (efective thinking 17) 8hen Cogate divides the preteens toothpaste group into four segments and offers each one its own toothpaste' the* are using ________ segmentation. A) demographic B) sociocutura C) ps*choogica D) ph*sioogica E) usereated Answer! A Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1-! E4pain how marketers can best appea to members of different age subcutures AAC"B! Appication of knowedge
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1;) ________ information is often the most accessibe and costeffective wa* to identif* a target market. A) Demographic B) "ociocutura C) s*choogica D) h*sioogica E) Benefit Answer! A Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 1) 3an* marketers target the generation that is 1 to 02 *ears od' known as the ________. A) 3ienia Ieneration B) Ieneration J C) Ieneration D) 9et Ien E) Bab* Boomers Answer! A Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1-! E4pain how marketers can best appea to members of different age subcutures AAC"B! (efective thinking 1F) 8hich of the foowing is 9$T an e4ampe of the recent shift in traditiona gender roes in product targeting and advertising: A) @an Iogh Bue @odka targeting women B) Krito#a* targeting women C) teevision shows targeting women D) department stores targeting men with grooming products E) Dove 3enLCare Answer! C Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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&,) Traditiona*' the ________ has been the focus of most marketing efforts. A) mother B) fami* C) individua D) chid E) teen Answer! B Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking &1) ________ is fet b* man* marketers to be a strong indicator of the abiit* to pa* for a product. A) Age B) Iender C) $ccupation D) Education E) /ncome Answer! E Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 10! Describe the infuence of socia cass and economics cass on consumer behavior AAC"B! (efective thinking &&) As a base for market segmentation' ________ isHare common* computed as a weighted inde4 of education' occupation' and income. A) socia cass B) fami* ife c*ce C) personait* traits D) sociocutura vaues E) ps*chographics Answer! A Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 10! Describe the infuence of socia cass and economics cass on consumer behavior AAC"B! (efective thinking
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&0) ________ impies a hierarch* in which individuas in the same cass genera* have the same degree of status' whereas members of other casses have either higher or ower status. A) 6sage rate B) "ubcuture C) Kami* ife c*ce D) "ocia cass E) (eigion Answer! D Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 10! Describe the infuence of socia cass and economics cass on consumer behavior AAC"B! (efective thinking &2) 3arketers segment some popuations on the basis of cutura heritage and ________ because members of the same cuture tend to share the same vaues' beiefs' and customs. A) demographics B) socia cass C) ethnicit* D) personait* traits E) sociocutura vaues Answer! C Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 12! E4pain how membership in ethnic' reigious' and racia subcutures infuences consumer behavior AAC"B! Diverse and muticutura work environments &-) PRIZM is an e4ampe of ________ segmentation. A) demographic B) geodemographic C) ps*chographic D) sociocutura E) usereated Answer! B Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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&7) The most popuar use of geograph* in strategic targeting is ________ = a h*brid segmentation scheme based on the premise that peope who ive cose to one another are ike* to have simiar financia means' tastes' preferences' ifest*es' and consumption habits. A) countersegmentation B) geodemographics C) behaviora targeting D) socia cass E) ps*chographics Answer! B Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking &;) 8hich of the foowing five segments' as characteri5ed b* the spectrum of green' is not particuar* concerned about environmenta issues' and imits their green product purchases to green products that are ver* conspicuous so the* can be perceived as green b* others: A) AphaEcos B) EcoCentrics C) EcoChics D) Economica* Ecos E) Eco3oms Answer! C Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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&) Consumer innovators are genera* characteri5ed b* which of the foowing personait* traits: A) openminded and perceive ess risk than others in tr*ing new things B) reserved and skeptica of marketing information C) e4traverted and risk averse D) high in e4hibition and reserved E) e4traverted and reserved Answer! A Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge &F) #ifest*es' aso known as ________' consist of activities' interests' and opinions. A) ps*chographics B) demographics C) geodemographics D) personait* traits E) benefit segmentation Answer! A Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 0,) #eve of agreement with which of the foowing statements is associated with the Control of Life s*chographic Kactor: A) / genera* give gifts because peope e4pect me to. B) / find it hard to speak in front of a group. C) The ook of a website is an important factor in m* bu*ing decisions. D) 3* friends often ask me for advice on fashion. E) / am more conventiona than e4perimenta. Answer! B Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 1& Cop*right + &,1- earson Education' /nc.
01) The most popuar segmentation s*stem combining ifest*e and vaues is ________. A) A#" B) @A#" C) #A" D) "A#" E) CA#" Answer! B Diff! 0 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 0&) The @A#" t*poog* cassifies the American adut popuation into eight distinctive subgroups based on their motivations and eve of resources. The three primar* motivations incude ________. A) ideas' education' and achievement B) ideas' achievement' and sefe4pression C) knowedge' education' and sefe4pression D) independence' aptitude' and achievement E) aptitude' ideas' and sefe4pression Answer! B Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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00) /n the @A#" t*poog*' ________ are motivated b* ideas and tend to have ow resources. The* are genera* sow to change as we as technoog* averse' and tend to prefer famiiar products and estabished brands. A) /nnovators B) Beievers C) Thinkers D) "trivers E) E4periencers Answer! B Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 02) /n the @A#" t*poog*' Achievers are motivated b* achievement and tend to have high resources. The* have goaoriented ifest*es that center on fami* and career. This segment tends to prefer ________. A) famiiar products and estabished brands B) vaue over u4ur*' and tend to bu* basic products C) products that offer durabiit*' functionait*' and vaue D) products that refect cutivated tastes for upscae niche products and services E) premium products that demonstrate success to their peers Answer! E Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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0-) /n the @A#" t*poog*' Thinkers are motivated b* ideas and tend to have high resources. The* tend to be we educated and active* seek out information in the decisionmaking process. This segment tends to prefer ________. A) famiiar products and estabished brands B) vaue over u4ur*' and tend to bu* basic products C) products that offer durabiit*' functionait*' and vaue D) products that refect cutivated tastes for upscae niche products and services E) premium products that demonstrate success to their peers Answer! C Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 07) /n the @A#" t*poog*' 3akers are motivated b* sefe4pression and tend to have ow resources. The* choose handson constructive activities and spend eisure time with fami* and cose friends. This segment tends to prefer ________. A) famiiar products and estabished brands B) vaue over u4ur*' and tend to bu* basic products C) products that offer durabiit*' functionait*' and vaue D) products that refect cutivated tastes for upscae niche products and services E) premium products that demonstrate success to their peers Answer! B Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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0;) /n the @A#" t*poog*' /nnovators are successfu' takecharge peope with high sefesteem. Because the* have such abundant resources' the* e4hibit a three primar* motivations in var*ing degrees. The* are change eaders and are the most receptive to new ideas and technoogies. This segment tends to prefer ________. A) famiiar products and estabished brands B) vaue over u4ur*' and tend to bu* basic products C) products that offer durabiit*' functionait*' and vaue D) products that refect cutivated tastes for upscae niche products and services E) premium products that demonstrate success to their peers Answer! D Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 0) 8hen Cogate offers Cogate Tota' which provides 1&hours of germ fightingG Cogate 3a4 Kresh' which fights bad breathG and Cogate "ensitive ro(eief for peope who have sensitive gums' the* are segmenting based on ________. A) usage rate B) benefits C) personait* D) cuture E) vaues Answer! B Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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0F) The segment of onine consumers that uses the /nternet &,.; hours per week' engages in some browsing and shopping but is a ver* heav* user of bogging' chatting' video streaming' and downoading' is known as ________. A) Basic Communications B) #urking "hoppers C) "ocia "trivers D) "ports Kans E) @aueAdded "hoppers Answer! C Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 2,) 3arketers of man* products such as soup' aundr* detergent' beer' and dog food have found that a reative* sma group of heav* users accounts for a disproportionate* arge percentage of the tota product usage. Targeting these heav* users specifica* is an e4ampe of ________. A) benefitbased segmentation B) demographic segmentation C) crosscutura segmentation D) usage rate segmentation E) usage situation segmentation Answer! D Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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21) (ate of usage is strong* reated to two cognitive dimensions! product invovement and ________. A) product awareness status B) background C) personait* D) awareness E) countr* of origin Answer! A Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 2&) "unshine Cruise #ines markets Adventure Cruises as a wa* to see mutipe isands from the comfort of a singe ship' aeviating the hasse of f*ing between isands and sta*ing in a different hote ever* coupe of nights. Targeting consumers who view this convenience as appeaing is an e4ampe of ________. A) countersegmentation B) cutura segmentation C) usage rate segmentation D) demographic segmentation E) benefit segmentation Answer! E Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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20) (osetta Car (enta e4ercises ________ when it stocks more convertibe cars in Caifornia than in 9ew ?ork. A) demographic segmentation B) geographic segmentation C) sociocutura segmentation D) ps*chographic segmentation E) usagesituation segmentation Answer! B Diff! 1 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 22) Be*ond favor and the presence or absence of sugar' 9icorette offers a gum that wi whiten *our teeth whie satisf*ing *our nicotine craving and heping *ou uit smoking. This gum has been positioned on the basis of ________. A) demographic segmentation B) fami* ife c*ce segmentation C) ps*chographic segmentation D) mass marketing E) benefit segmentation Answer! E Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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2-) ________ segmentation differentiates among heav* users' medium users' ight users' and nonusers of a specific product' service or brand. A) Brand awareness B) Brand o*at* C) 6sage rate D) "ociocutura E) Benefit Answer! C Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 27) (esearch has shown that &- percent of beer drinkers account for about ;- percent of a beer consumed. This is an e4ampe of a %ustification for ________ segmentation. A) benefit B) usage rate C) ps*chographic D) ifest*e E) usagesituation Answer! B Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedgeG (efective thinking 2;) 8hether or not consumers need to be informed about a product reates to consumers ________. A) awareness status B) usage situation C) attitude D) usage rate E) earninginvovement Answer! A Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking &, Cop*right + &,1- earson Education' /nc.
2) The greeting card industr* capitai5es on occasions to se productsG this is a perfect e4ampe of ________ segmentation. A) ifest*e B) benefit C) usage situation D) demographic E) geographic Answer! C Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 2F) 8hich of the foowing is 9$T tracked during onine navigation to inform behaviora targeting: A) the sites consumers visit B) the pages consumers ook at on a site C) ifest*es and personaities D) how often consumers return to a site E) brickandmortar purchases Answer! E Diff! & "ki! Concept #earning $b%! &.0! To understand behaviora targeting and its ke* roe in toda*s marketing. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! /nformation technoog* -,) ________ consists of ooking at merchandise at a ph*sica store' scanning its barcode with smartphones and using these devices to check the items prices and purchase the items onine. A) 3obie Targeting B) Ieofencing C) s*chographics D) "howrooming E) I" marketing Answer! D Diff! & "ki! Concept #earning $b%! &.0! To understand behaviora targeting and its ke* roe in toda*s marketing. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! /nformation technoog*
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-1) ________ are measures that predict consumers future purchases on the basis of past bu*ing information and other data. A) "howroom ana*tics B) redictive ana*tics C) Ieofencing ana*tics D) "ocia ana*tics E) Consumer sp*ing ana*tics Answer! B Diff! & "ki! Concept #earning $b%! &.0! To understand behaviora targeting and its ke* roe in toda*s marketing. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! /nformation technoog* -&) Ac4iom databases track a of the foowing EJCET ________. A) weight B) vacation dreams C) househod heath worries D) education E) fingerprints Answer! E Diff! & "ki! Appication #earning $b%! &.0! To understand behaviora targeting and its ke* roe in toda*s marketing. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge -0) ________ are bits of computer code paced on browsers to keep track of onine activit*. A) Data mineras B) Candies C) Cookies D) Binodes E) Ieofences Answer! C Diff! & "ki! Concept #earning $b%! &.0! To understand behaviora targeting and its ke* roe in toda*s marketing. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! /nformation technoog*
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-2) Mome Depot uses its individua customer purchase histor* to design customi5ed ads. This is an e4ampe of ________. A) ps*chographic segmentation B) geodemographic segmentation C) countersegmentation D) mass marketing E) behaviora targeting Answer! E Diff! & "ki! Appication #earning $b%! &.0! To understand behaviora targeting and its ke* roe in toda*s marketing. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge --) The image and uniue identit* of a product' service or brand in consumers minds is caed its ________. A) position B) perception C) segment D) target E) imposition Answer! A Diff! & "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking -7) 8hat is the K$6(TM step in the positioning process: A) Create a positioning statement focused on the benefits and vaue that the product provides. B) Determine the target markets preferred combination of attributes. C) Define the market in which the product or brand competes' reevant bu*ers and competitors. D) Deveop a distinctive' differentiating' vauebased positioning concept. E) (esearch how consumers perceive competing offerings on reevant attributes. Answer! B Diff! & "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking
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-;) 8hat is the K/KTM step in the positioning process: A) Create a positioning statement focused on the benefits and vaue that the product provides. B) Determine the target markets preferred combination of attributes. C) Define the market in which the product or brand competes' reevant bu*ers and competitors. D) Deveop a distinctive' differentiating' vauebased positioning concept. E) (esearch how consumers perceive competing offerings on reevant attributes. Answer! D Diff! & "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking -) 8hat is the TM/(D step in the positioning process: A) Create a positioning statement focused on the benefits and vaue that the product provides. B) Determine the target markets preferred combination of attributes. C) Define the market in which the product or brand competes' reevant bu*ers and competitors. D) Deveop a distinctive' differentiating' vauebased positioning concept. E) (esearch how consumers perceive competing offerings on reevant attributes. Answer! E Diff! & "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking -F) ________ is a statement or sogan that describes a compan*s character without referring to its specific branded products. A) remier position B) ositioning against competition C) 6mbrea positioning D) Ne* attribute positioning E) 6nowned perception positioning Answer! C Diff! & "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking
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7,) Campbes sogan Osoup is good foodO is an e4ampe of ________. A) premier position B) positioning against competition C) umbrea positioning D) ke* attribute positioning E) unowned perception positioning Answer! C Diff! & "ki! Appication #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 71) 3cDonads sogans O?ou deserve a break toda*'O O3ake ever* time a good time'O and O/m #ovin /tO are e4ampes of ________. A) premier position B) positioning against competition C) umbrea positioning D) ke* attribute positioning E) unowned perception positioning Answer! C Diff! & "ki! Appication #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 7&) ________ focuses on a brands e4cusivit* to give the consumer a reason to bu* the product. A) remier position B) ositioning against competition C) 6mbrea positioning D) Ne* attribute positioning E) 6nowned perception positioning Answer! A Diff! & "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking
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70) The New York Times' positioning as OA the news thats fit to printO is an e4ampe of ________. A) premier position B) positioning against competition C) umbrea positioning D) ke* attribute positioning E) unowned perception positioning Answer! A Diff! & "ki! Appication #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 72) ositioning Po* a fragrance brand) as Othe costiest perfume in the wordO is an e4ampe of ________. A) premier position B) positioning against competition C) umbrea positioning D) ke* attribute positioning E) unowned perception positioning Answer! A Diff! & "ki! Appication #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 7-) ositioning Bount*' a paper towes brand' as Othe uicker picker up perO is an e4ampe of ________. A) premier position B) positioning against competition C) umbrea positioning D) ke* attribute positioning E) unowned perception positioning Answer! D Diff! & "ki! Appication #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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77) ositioning Avis using the caim that O8ere 9o. &. 8e Tr* Marder.O was an e4ampe of ________. A) premier position B) positioning against competition C) umbrea positioning D) ke* attribute positioning E) unowned perception positioning Answer! B Diff! & "ki! Appication #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 7;) ________ is the process b* which a compan* intentiona* changes the distinct image and identit* that its product or brand occupies in consumers minds. A) remier position B) ositioning against competition C) (epositioning D) Ne* attribute positioning E) 6mbrea positioning Answer! C Diff! & "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 7) ?eow Tai wines changed its tagines from O$pen for ever*thingO and OTais' *ou winO to OThe go toO as part of its ________. A) premier position B) positioning against competition C) repositioning D) ke* attribute positioning E) umbrea positioning Answer! C Diff! & "ki! Appication #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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7F) ________ is constructing a mapike diagram representing consumers perceptions of competing brands aong reevant product attributes. A) erceptua mapping B) 6mbrea mapping C) (eposition mapping D) Attribute mapping E) 6mbrea positioning Answer! A Diff! & "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking ;,) 8hich of the foowing is 9$T one of the uses of perceptua maps: A) "how marketers how consumers perceive their brand in reation to the competition. B) "how consumers how the* shoud perceive a marketers brand in reation to the competition. C) Aow marketers to determine the direction for atering undesirabe consumer perceptions of a marketers brand. D) Aow marketers to find gaps' in the form of OunownedO perceptua positions' that represent opportunities for new brands or products. E) A of the above are uses of perceptua maps. Answer! B Diff! 0 "ki! Appication #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge ;1) 8hat was the utimate resut of $dsmobies repositioning strateg*' which tried to shift perceptions of $dsmobie as an Ood foksO car: A) $dsmobie shifted the image and identit* of its brand' but did not se more units. B) $dsmobie sod more units' but did not shift the image and identit* of its brand. C) $dsmobie did not shift the image and identit* of its brand' and I3 stopped producing the brand. D) $dsmobie did not shift the image and identit* of its brand' so I3 tried a different position. E) $dsmobie shifted the image and identit* of its brand and sod more units. Answer! C Diff! 0 "ki! Appication #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge & Cop*right + &,1- earson Education' /nc.
;&) 8hat is one of the benefits of offering man* product versions that provide distinct benefits and OfiO as man* positions as possibe in a product categor*: A) ower need for shef space B) ower production costs C) creating ower margins for the firm D) creating barriers to competitive entr* and market penetration E) A of the above are benefits for product ine e4tensions. Answer! D Diff! 0 "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Ana*tica thinking ;0) 8hen Kage ?ogurt emphasi5es its *ogurts thickness' which two positioning strategies was it using: A) ke* attribute and premier position B) premier position and umbrea positioning C) unowned position and umbrea positioning D) ke* attribute and unowned position E) ke* attribute and umbrea positioning Answer! D Diff! 0 "ki! Appication #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge ;2) 8hen Meath* Choice positions its products as more nutritiona than /taian sub sandwiches and prepared saads' which t*pe of positioning is it using: A) umbrea positioning B) premier position C) positioning against competition D) unowned position E) predictive positioning Answer! C Diff! & "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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MUSEUM MINI CASE: Central Cit Art M!se!m is lookin" to in#rease m!se!m re$en!es % trin" to &raw more eole to the m!se!m( Resear#h has shown that the most fre)!ent !sers of the m!se!m are o$er ** ears ol&+ ha$e #olle"e &e"rees+ an& ha$e a ho!sehol& in#ome of o$er ,-..+...( Less fre)!ent !sers of the m!se!m ha$e the same e&!#ation an& in#ome rofile as fre)!ent !sers+ %!t ten& to %e o!n"er+ %etween /* an& **( S!r$es s!""est that these o!n"er a&!lts wo!l& !se the m!se!m more fre)!entl+ %!t &o not ha$e eno!"h time &!e to the &eman&s of their #hil&ren an& families( In or&er to in#rease m!se!m entran#e re$en!es+ the a&ministrati$e team wants to attra#t eole who are likel to %e#ome hea$ !sers of the m!se!m when the "et ol&er+ an& tr to %rin" them into the hea$ !ser #ate"or at an earlier a"e( In an effort to en#o!ra"e hea$ m!se!m !se+ the m!se!m has %e"!n a mem%ershi ro"ram that offers &is#o!nts on m!se!m entran#e an& "ift sho !r#hases an& se#ial e0hi%it re$iew e$ents for mem%ers( The m!se!m has also %e"!n to offer free #hil&ren's art an& m!se!m are#iation #lasses on weeken& afternoons that will allow o!n"er a&!lts to &ro their #hil&ren off on#e a week an& then en1o the m!se!m's e0hi%its an& #af2( In or&er to romote its new #hil&ren's ro"rammin"+ the m!se!m a#)!ire& an a&&ress list of lo#al ho!sehol&s with #hil&ren+ in#l!&in" the a"es of those #hil&ren+ an& inten&s to sen& tailore& messa"es se#ifi#all hi"hli"htin" ro"rammin" that is a"e3aroriate for ea#h ho!sehol&'s #hil&ren(
;-) /n the 36"E63 3/9/ CA"E' dividing museum attendees into freuent users' ess freuent users' and nonusers is known as ________. A) geographic segmentation B) benefit segmentation C) usage rate segmentation D) sociocutura segmentation E) ps*chographic segmentation Answer! C Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1-! E4pain how marketers can best appea to members of different age subcutures AAC"B! Appication of knowedge
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;7) /n the 36"E63 3/9/ CA"E' the museums approach to promoting its new chidrens programming is best described as ________. A) countersegmentation B) mass marketing C) narrowcasting D) concentrated marketing E) demographic segmentation Answer! E Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1-! E4pain how marketers can best appea to members of different age subcutures AAC"B! Appication of knowedge ;;) /n the 36"E63 3/9/ CA"E' the most important differentiating factor between freuent and ess freuent users is ________. A) income B) age C) gender D) education E) stage of fami* ife c*ce Answer! E Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1-! E4pain how marketers can best appea to members of different age subcutures AAC"B! Appication of knowedge
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CRUISE MINI CASE: S!nshine Cr!ise Lines is a #r!ise oerator that offers three3 to se$en3&a #r!ises alon" fi$e Cari%%ean ro!tes( It has &e$eloe& a re!tation as a art #r!ise oerator an& the ma1orit of its re$en!e #omes from $a#ationin" #olle"e st!&ents( This te of #!stomer &eman& is hi"hl ##li#al+ an& S!nshine fin&s that reeat !r#hase is hi"h while its #ons!mers are in #olle"e+ %!t ra#ti#all &isaears after "ra&!ation( In an effort to en#o!ra"e its #!stomers to #ontin!e takin" S!nshine Cr!ises after the ha$e "ra&!ate&+ the #r!ise oerator has %e"!n offerin" A&$ent!re Cr!ises+ with ort stos on islan&s known for e#o3to!rism an& %io&i$ersit+ %oth on lan& an& off shore+ aealin" to o!n" rofessionals who like to hike an& s#!%a &i$e or snorkel( In #ontrast to its art #r!ises+ S!nshine fo#!ses its marketin" messa"e for A&$ent!re Cr!ises on a#ti$ities at ort stos an& the #on$enien#e of %ein" a%le to e0lore se$eral Cari%%ean &estinations from the #omfort of a sin"le shi( A&$ent!re Cr!ises are ro!"hl -*4 more e0ensi$e than art #r!ises+ ri#e& to &is#o!ra"e a ra!#o!s #olle"e3a"e art #row&+ an& &o not allow #hil&ren !n&er -5( The first season of A&$ent!re Cr!ises was a "reat s!##ess an&+ m!#h to S!nshine's s!rrise+ attra#te& not onl the inten&e& o!n" rofessional #row&+ %!t also man emt nester #o!les that were lookin" for a reasona%l ri#e&+ a#ti$e $a#ation(
;) /n the C(6/"E 3/9/ CA"E' of the eight @A#" segments' "unshine is most ike* targeting ________ with its new Adventure Cruises. A) 3akers B) "urvivors C) E4periencers D) "trivers E) Beievers Answer! C Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1-! E4pain how marketers can best appea to members of different age subcutures AAC"B! Appication of knowedge
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;F) /n the C(6/"E 3/9/ CA"E' "unshine markets Adventure Cruises as a wa* to see mutipe isands from the comfort of a singe ship' aeviating the hasse of f*ing between isands and sta*ing in a different hote ever* coupe of nights. Targeting consumers who view this convenience as appeaing is an e4ampe of ________. A) countersegmentation B) cutura segmentation C) usage rate segmentation D) demographic segmentation E) benefit segmentation Answer! E Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1-! E4pain how marketers can best appea to members of different age subcutures AAC"B! Appication of knowedge RENTAL CAR MINI CASE: Rosetta Car Rental oerates #ar rental lots at airorts nationwi&e( It se#ifi#all tar"ets $a#ationers an& a&$ertises in tra$el ma"a6ines an& thro!"h tra$el we%sites with a #amai"n that emhasi6es its )!alit #!stomer ser$i#e an& well3maintaine& #ars( Rosetta sto#ks its lots %ase& on a n!m%er of fa#tors+ in#l!&in" #limate an& the te of a#ti$ities it e0e#ts its renters to !n&ertake( 7or e0amle+ Rosetta sto#ks more #on$erti%le #ars in its warm California lots than in New York( Its Colora&o lots sto#k a lar"e n!m%er of station wa"ons+ $ans+ an& SU8s to a##ommo&ate skiers an& snow3%oar&ers an& all their "ear(
,) /n the (E9TA# CA( 3/9/ CA"E' (osetta e4ercises ________ when it stocks more convertibe cars in Caifornia than in 9ew ?ork. A) demographic segmentation B) geographic segmentation C) sociocutura segmentation D) ps*chographic segmentation E) usagesituation segmentation Answer! B Diff! 1 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1-! E4pain how marketers can best appea to members of different age subcutures AAC"B! Appication of knowedge
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1) /n the (E9TA# CA( 3/9/ CA"E' (osetta focuses on vacation traveers' as opposed to business traveers. Dividing the market in this wa* is known as ________. A) ps*chographic segmentation B) geographic segmentation C) demographic segmentation D) sociocutura segmentation E) ps*choogica segmentation Answer! A Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1-! E4pain how marketers can best appea to members of different age subcutures AAC"B! Appication of knowedge &) Targeting is the process of dividing a market into subsets of consumers with co mmon needs or characteristics. Answer! KA#"E Diff! 1 "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 0) 8hen antas offers Kirst Cass' Business Cass' remium Econom*' and Econom*' with different features and amenities for each segment' the* are eng aged in positioning. Answer! T(6E Diff! 1 "ki! Appication #earning $b%! &.1! To understand the interreationships among market segmentation' targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
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2) Effective* catering to the distinct needs of consumers b* offering them cear* differentiated products invoves much higher research' production' advertising' and distribution costs. Answer! T(6E Diff! & "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking -) Catering to the distinct needs of consumers b* offering them cear* differentiated products is significant* more profitabe than mass marketing. Answer! T(6E Diff! & "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 7) 3arketers use segmentation research to identif* the most appropriate media in which to pace advertisements. Answer! T(6E Diff! & "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking ;) 3ost marketers prefer to target consumer segments that are reative* stabe in terms of demographic and ps*choogica factors and that have needs that are ike* to grow arger over time. Answer! T(6E Diff! 1 "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking
0Cop*right + &,1- earson Education' /nc.
) Ever* segment that can be identified is inherent* viabe and profitabe as a basis for targeted marketing. Answer! KA#"E Diff! & "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking F) ersonait* traits and cutura vaues are consumerintrinsic cognitive factors. Answer! T(6E Diff! 0 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking F,) Ieographic characteristics serve as the core of amost a segmentations. Answer! KA#"E Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking F1) Demographic variabes can revea ongoing trends that signa business opportunities' such as shifts in age and income distribution. Answer! T(6E Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking
07 Cop*right + &,1- earson Education' /nc.
F&) Mardship in making bu*ing decisions is more t*pica of oder' esseducated consumers. Answer! T(6E Diff! 0 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1-! E4pain how marketers can best appea to members of different age subcutures AAC"B! (efective thinking F0) Consumers in different socia casses tend to var* in terms of vaues' product preferences' and bu*ing habits. Answer! T(6E Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 10! Describe the infuence of socia cass and economics cass on consumer behavior AAC"B! (efective thinking F2) The fami* ife c*ce is a cassification of the phases most famiies go through and each stage represents an important target segment to man* marketers. Answer! T(6E Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking F-) Education' occupation' and income tend to be cose* correated. Answer! T(6E Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 10! Describe the infuence of socia cass and economics cass on consumer behavior AAC"B! (efective thinking
0; Cop*right + &,1- earson Education' /nc.
F7) The traditiona fami* ife c*ce wi go through the foowing stages! bacheorhood' hone*mooners' parenthood' postparenthood and dissoution. Answer! T(6E Diff! 0 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking F;) "ocia cass is common* computed as a weighted inde4 of age' income' and education. Answer! KA#"E Diff! 1 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 10! Describe the infuence of socia cass and economics cass on consumer behavior AAC"B! (efective thinking F) < I is worried about the financia hardship of Americas upper cass' which amounts to 2,Q of the countr*s househods. Answer! KA#"E Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 10! Describe the infuence of socia cass and economics cass on consumer behavior AAC"B! Appication of knowedge FF) Cutura* distinct segments cannot be prospects for the same produc t and can on* be targeted efficient* with uniue promotiona appeas for uniue products. Answer! KA#"E Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 12! E4pain how membership in ethnic' reigious' and racia subcutures infuences consumer behavior AAC"B! Diverse and muticutura work environments
0 Cop*right + &,1- earson Education' /nc.
1,,) OTourism of DoomO characteri5es a trave industr* market segment that pa*s high prices to trave to paces that are threatened due to cimate change. Answer! T(6E Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 1,1) >?C#E segments consumers based on the househods ifestage cass. Answer! KA#"E Diff! 0 "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 10! Describe the infuence of socia cass and economics cass on consumer behavior AAC"B! (efective thinking 1,&) 9onor reens do not care about widife or environmenta issues' so the* do not engage in environmenta* friend* behaviors or fee guit* about adverse* impacting the environment. Answer! KA#"E Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 1,0) Consumers beonging to the @A#" segment caed Beievers is motivated b* desire for achievement and have moderate resources' so the* are trend* and seek approva from others. Answer! KA#"E Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
0F Cop*right + &,1- earson Education' /nc.
1,2) #ong sta*s and repeat visits to a products website are not reated to high eves of product and purchase invovement or purchase intentions. Answer! KA#"E Diff! & "ki! Concept #earning $b%! &.0! To understand behaviora targeting and its ke* roe in toda*s marketing. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! /nformation technoog* 1,-) "howrooming sends promotiona aerts to the smartphones of customers who optin when the customers enter or near the store. Answer! KA#"E Diff! & "ki! Concept #earning $b%! &.0! To understand behaviora targeting and its ke* roe in toda*s marketing. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! /nformation technoog* 1,7) The si4th step in the positioning process is to create a positioning statement focused on the benefits and vaue that the product provides and use it to communicate with the target audiences. Answer! T(6E Diff! & "ki! Concept #earning $b%! &.2! To understand how to position' differentiate' and reposition products. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 1,;) Distinguish between targeting' positioning' and segmentation. /n *our response' pease indicate the correct order for the three steps. Answer! The first step is segmentation' which separates the market into subsets of consumers with common needs or characteristics. The segments are characteri5ed b* shared needs that are different from the shared needs of other segments. The second step is targeting' which invoves the seection of segments the compan* wishes to pursue. The third step is positioning' during which the compan* creates a distinct image and identit* for its products' services' and brands in consumers minds. The image must differentiate the compan*s offering from competing ones and communicate to the target audience that the productHservice fufis their needs better than competing offerings. Diff! & "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Ana*tica thinking 2, Cop*right + &,1- earson Education' /nc.
1,) /dentif* and discuss the five criteria that make market segments effective targets. Answer! To be an effective target' a market segment shoud be! a. identifiabe = marketers must be abe to identif* the concrete and measurabe features of consumers who beong to each group of common needs b. profitabe = enough consumers must be part of the segment to make targeting it profitabe c. stabe and growing = marketers prefer segments that are reative* stabe in terms of ifest*es and consumption patterns that are ike* to grow arger and more viabe in the future d. reachabe = accessibe in terms of both media and cost e. congruent with the marketers ob%ectives and resources = the segment needs to fit with the imitations and goas of the marketer Diff! & "ki! Concept #earning $b%! &.1! To understand the interreationships among market segmentation' targeting and positioning' and how to seect the best target markets #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 1,F) 8hat is the difference between behaviora data and cognitive data: E4pain the difference in measurement and provide e4ampes of consumerintrinsic and consumptionbased information associated with each t*pe. Answer! Behaviora data is evidencebased' can be determined from direct uestioning or observation) and categori5ed aong ob%ective and measurabe criteria. This information can be either! a) consumerintrinsic e.g.' a persons age' gender' marita status' income and education)G or b) consumptionbased e.g.' uantit* of product purchased' freuenc* of eisure activities or the freuenc* of bu*ing a given product). Cognitive factors are abstracts that OresideO in the consumers mind' can be determined on* through ps*choogica and attitudina uestioning' and' genera*' have no singe' universa definitions. This data can aso be either! a) consumerintrinsic' such as personait* traits' cutura vaues and attitudes towards poitics and socia issuesG or b) consumptionspecific attitudes and preferences' the benefits sought in products and attitudes regarding shopping. Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Ana*tica thinking
21 Cop*right + &,1- earson Education' /nc.
11,) #ist the reasons a segmentation pans incude demographic data. Answer! 1. Demographics are the easiest and most ogica wa* to cassif* peope and can be measured more precise* than the other segmentation bases. &. Demographics offer the most costeffective wa* to ocate and reach specific segments because most of the secondar* data compied about an* popuation is based on demographics e.g.' 6.". Census Bureau' audience profies of various media). 0. 6sing demographics' marketers can identif* new segments created b* shifts in popuations age' income' and ocation. 2. 3an* consumption behaviors' attitudes' and media e4posure patterns are direct* reated to demographics. Kor e4ampe' man* products are genderspecific' and music preferences are ver* cose* reated to ones ageG for this reason' oca radio stations speciai5ing in various t*pes of music are an efficient and economica wa* to target different age groups. #eisure activities and interests' as we as the media one watches or reads' are a function of a persons age' education' and income. Diff! & "ki! Concept #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! (efective thinking 111) rovide an e4ampe of how a demographic variabe has been used to position a product to a target market. Answer! E4ampes ma* var*' and can incude Age' /ncome' "ocia Cass' Ethnicit*' $ccupation' 3arita "tatus' Mousehod T*pe and "i5e' and Ieographica #ocation. $ne e4ampe from the te4t for age is! Cogate divides the preteens toothpaste group into four segments and offers each one its own toothpaste. Cogate offers O3* Kirst CogateO to chidren up to ag e &' OCogate Dora the E4porerO to ages & to -' and OCogate "pongeBob "uareantsO and OCogate op "tarsO to oder' preteens chidren. Diff! & "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
2& Cop*right + &,1- earson Education' /nc.
11&) osition a heath cub offering to one of the @A#" segments. /n *our description of the positioning for the segment' pease note the segments primar* motivation' eve of resources' eve of innovativeness' and vaues and consumption patterns. Answer! Answers wi var* based on the segment seected. Kor e4ampe' if the student chooses /nnovators' the* woud note members of the segment have abundant resources' are innovativeHrisktaking' are motivated b* ideas' achievement and sefesteem. The* are successfu' sophisticated and curiousHopenminded to new ideas and technoogies. The heath cub shoud be positioned as a highend' niche service with cutting edge' technoogica* advanced workout euipment. The price can be high and the ocation shoud be posh to accommodate the segments desire for the finer things in ife. romotiona materias shoud communicate how the heath cub aows them to e4press their taste' personaities' and success. Diff! 0 "ki! Appication #earning $b%! &.&! To understand the bases used to segment consumers' incuding demographics' ps*chographics' product benefits sought' and product usagereated factors. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 110) 8hat uestions can be answered using predictive ana*tics: Answer! "ome of the uestions that can be answered b* predictive ana*tics incude! 1) 8hen eaving a given page' what content and pages are visitors ike* to ook at ne4t: &) 8hich websites features and combinations of features) are ike* to persuade peope to register with a website: 0) 8hat are the characteristics of visitors ike* to return to a website and wh*: a nd 2) 8hat factors make visitors cick on specific ads: Diff! & "ki! Appication #earning $b%! &.0! To understand behaviora targeting and its ke* roe in toda*s marketing. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge 112) 8hat is showrooming: rovide an e4ampe of how a retaier might combat it. Answer! "howrooming consists of ooking at merchandise at a ph*sica store' scanning its barcode with smartphones and using these devices to check the items prices onine' where the* end up bu*ing them. /n response' some ph*sica stores started geofencing' which are promotiona aerts sent to the smartphones of customers' who opted into this service' when the customers near or enter the store. $ther wa*s a retaier might combat it is providing higher eves of customer service' e4cusive offerings' compimentar* addons' and price matching guarantees. Diff! & "ki! Appication #earning $b%! &.0! To understand behaviora targeting and its ke* roe in toda*s marketing. #earning $utcome! 1! Define consumer behavior and describe its infuence on marketing practices AAC"B! Appication of knowedge
20 Cop*right + &,1- earson Education' /nc.
