Marketing Chapter 7: Understanding Consumers and Target Markets

What type of social influence is composed of groups of people devoted to a particular brand?

Reference groups
Brand communities (correct)
Family
Hobby-based clubs

What is the primary difference between a need and a want?

A need is something we think is essential, while a want is something we desire. (correct)
A need is something we desire, while a want is something we think is essential.
A need is something we can fulfill, while a want is something we cannot fulfill.
A need is something we can live without, while a want is something we cannot live without.

What is the purpose of a reference group?

To provide a sense of belonging
To provide self-actualization
To fulfill physiological needs
To offer guidance and serve as a means of personal comparison (correct)

According to Maslow's Hierarchy of Needs, what is the most basic level of need?

Physiological (B) Signup and view all the answers

What is the driving force behind a motivation?

The reduction of tension (B) Signup and view all the answers

What is the definition of a household?

All those who occupy a dwelling, related or not (A) Signup and view all the answers

What is the primary goal of a market segmentation strategy?

To match customer needs and wants with products (B) Signup and view all the answers

What type of segmentation is based on a stage in the consumers' life cycle?

Life-stage segmentation (A) Signup and view all the answers

Which type of segmentation divides consumers based on their interests and opinions?

Psychographic segmentation (D) Signup and view all the answers

What is the purpose of targeting in market segmentation?

To design specific communication strategies to match the audience's needs and wants (C) Signup and view all the answers

What is the result of adding additional descriptive variables in market segmentation?

A narrower target market (A) Signup and view all the answers

What is a niche market?

A tighter subsegment of a more general market segment (B) Signup and view all the answers

What is the primary objective of Dove's 'Campaign for Real Beauty'?

To challenge the traditional definition of beauty and promote self-acceptance (C) Signup and view all the answers

What is the first step in the traditional consumer decision-making process?

Need recognition (B) Signup and view all the answers

What is the outcome of Dove's 'Campaign for Real Beauty' in terms of sales?

A 24 percent increase in sales (B) Signup and view all the answers

What is the key difference between targeting and segmenting?

Segmenting is dividing the market into smaller groups, while targeting is selecting a specific group to focus on (B) Signup and view all the answers

What is the primary goal of marketing communication according to the text?

To connect with consumers on a personal level and understand their needs (D) Signup and view all the answers

What is the fifth step in the traditional consumer decision-making process?

Choice (B) Signup and view all the answers

What is an attitude primarily composed of?

Opinion, emotion, and mental state (A) Signup and view all the answers

Which of the following is NOT a consumer group identified by the MONITOR MindBase?

I am Trendy (A) Signup and view all the answers

What motivates Thinkers and Believers, according to the VALS system?

Ideals (D) Signup and view all the answers

What is the primary focus of sociodemographic segmentation?

When people were born (B) Signup and view all the answers

What is the role of cool hunters in consumer research?

Identifying trendy fads that appeal to young people (A) Signup and view all the answers

What is the primary focus of trends and fads in consumer culture?

Lifestyle and psychographic factors (B) Signup and view all the answers

What is the main principle underlying the concept of heavy users in brand usage and experiences?

Pareto Principle (B) Signup and view all the answers

Which of the following groups in the Diffusion of Innovation curve is characterized by being willing to try new ideas and taking calculated risks?

Innovators (C) Signup and view all the answers

What is the primary goal of Seekers in marketing communication and brand relationships?

All of the above (D) Signup and view all the answers

What is the primary characteristic of Switchers in brand usage and experiences?

Low brand loyalty (C) Signup and view all the answers

What is the main implication of the Diffusion of Innovation curve for marketers?

The adoption of new products follows a bell curve (B) Signup and view all the answers

What is the result of the evolution of segmenting and targeting with social media and Internet technology?

Companies are more involved in listening and responding to consumers (B) Signup and view all the answers