Marketing Chapter 7: Understanding Consumers and Target Markets
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Questions and Answers

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?

    <p>Physiological</p> Signup and view all the answers

    What is the driving force behind a motivation?

    <p>The reduction of tension</p> Signup and view all the answers

    What is the definition of a household?

    <p>All those who occupy a dwelling, related or not</p> Signup and view all the answers

    What is the primary goal of a market segmentation strategy?

    <p>To match customer needs and wants with products</p> Signup and view all the answers

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

    <p>Life-stage segmentation</p> Signup and view all the answers

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

    <p>Psychographic segmentation</p> Signup and view all the answers

    What is the purpose of targeting in market segmentation?

    <p>To design specific communication strategies to match the audience's needs and wants</p> Signup and view all the answers

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

    <p>A narrower target market</p> Signup and view all the answers

    What is a niche market?

    <p>A tighter subsegment of a more general market segment</p> Signup and view all the answers

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

    <p>To challenge the traditional definition of beauty and promote self-acceptance</p> Signup and view all the answers

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

    <p>Need recognition</p> Signup and view all the answers

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

    <p>A 24 percent increase in sales</p> Signup and view all the answers

    What is the key difference between targeting and segmenting?

    <p>Segmenting is dividing the market into smaller groups, while targeting is selecting a specific group to focus on</p> Signup and view all the answers

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

    <p>To connect with consumers on a personal level and understand their needs</p> Signup and view all the answers

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

    <p>Choice</p> Signup and view all the answers

    What is an attitude primarily composed of?

    <p>Opinion, emotion, and mental state</p> Signup and view all the answers

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

    <p>I am Trendy</p> Signup and view all the answers

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

    <p>Ideals</p> Signup and view all the answers

    What is the primary focus of sociodemographic segmentation?

    <p>When people were born</p> Signup and view all the answers

    What is the role of cool hunters in consumer research?

    <p>Identifying trendy fads that appeal to young people</p> Signup and view all the answers

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

    <p>Lifestyle and psychographic factors</p> Signup and view all the answers

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

    <p>Pareto Principle</p> 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?

    <p>Innovators</p> Signup and view all the answers

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

    <p>All of the above</p> Signup and view all the answers

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

    <p>Low brand loyalty</p> Signup and view all the answers

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

    <p>The adoption of new products follows a bell curve</p> Signup and view all the answers

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

    <p>Companies are more involved in listening and responding to consumers</p> Signup and view all the answers

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