30 Questions
What type of social influence is composed of groups of people devoted to a particular brand?
Brand communities
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.
What is the purpose of a reference group?
To offer guidance and serve as a means of personal comparison
According to Maslow's Hierarchy of Needs, what is the most basic level of need?
Physiological
What is the driving force behind a motivation?
The reduction of tension
What is the definition of a household?
All those who occupy a dwelling, related or not
What is the primary goal of a market segmentation strategy?
To match customer needs and wants with products
What type of segmentation is based on a stage in the consumers' life cycle?
Life-stage segmentation
Which type of segmentation divides consumers based on their interests and opinions?
Psychographic segmentation
What is the purpose of targeting in market segmentation?
To design specific communication strategies to match the audience's needs and wants
What is the result of adding additional descriptive variables in market segmentation?
A narrower target market
What is a niche market?
A tighter subsegment of a more general market segment
What is the primary objective of Dove's 'Campaign for Real Beauty'?
To challenge the traditional definition of beauty and promote self-acceptance
What is the first step in the traditional consumer decision-making process?
Need recognition
What is the outcome of Dove's 'Campaign for Real Beauty' in terms of sales?
A 24 percent increase in sales
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
What is the primary goal of marketing communication according to the text?
To connect with consumers on a personal level and understand their needs
What is the fifth step in the traditional consumer decision-making process?
Choice
What is an attitude primarily composed of?
Opinion, emotion, and mental state
Which of the following is NOT a consumer group identified by the MONITOR MindBase?
I am Trendy
What motivates Thinkers and Believers, according to the VALS system?
Ideals
What is the primary focus of sociodemographic segmentation?
When people were born
What is the role of cool hunters in consumer research?
Identifying trendy fads that appeal to young people
What is the primary focus of trends and fads in consumer culture?
Lifestyle and psychographic factors
What is the main principle underlying the concept of heavy users in brand usage and experiences?
Pareto Principle
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
What is the primary goal of Seekers in marketing communication and brand relationships?
All of the above
What is the primary characteristic of Switchers in brand usage and experiences?
Low brand loyalty
What is the main implication of the Diffusion of Innovation curve for marketers?
The adoption of new products follows a bell curve
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
Test your knowledge of consumer behavior and market segmentation. Learn how to identify and target your audience effectively. Explore the characteristics used to segment markets and understand the factors that influence consumer responses to marketing communication.
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