Podcast
Questions and Answers
Match the following terms with their definitions:
Match the following terms with their definitions:
Audience Profiling = Process of defining target audience behaviors across multiple platforms Demographics = Method defining audience population and their work Psychographics = Classification of people based on personal characteristics, lifestyle, attitudes, etc. Social Change = Alteration of cultural symbols, rules of behavior, social organizations or value systems
Match the following consumer types with their descriptions:
Match the following consumer types with their descriptions:
Mainstreamers = Seek security, favor value for money family brands Aspirers = Seek status, materialistic, orientated to image and appearance
Match the following components of the 4 C's marketing model with their meanings:
Match the following components of the 4 C's marketing model with their meanings:
Cross = Refers to cross-cultural aspects in marketing Cultural = Relates to conformist, sentimental consumer traits Consumer = Represents the consumer's orientation towards image and appearance Characterization = Involves seeking security and favoring value for money family brands
Match the following consumer segments with their characteristics:
Match the following consumer segments with their characteristics:
Match the following consumer segments with their brand choice criteria:
Match the following consumer segments with their brand choice criteria:
Match the following consumer segments with their demographic characteristics:
Match the following consumer segments with their demographic characteristics:
Match the following consumer segments with their values and interests:
Match the following consumer segments with their values and interests:
Match the following consumer segments with their educational level and product selection criteria:
Match the following consumer segments with their educational level and product selection criteria:
Match the following consumer segments with their anti-materialistic awareness and brand preferences:
Match the following consumer segments with their anti-materialistic awareness and brand preferences:
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Study Notes
Consumer Types and Segments
- Wheeler: A consumer type that is characterized by a desire for prestige and status, seeking luxury and high-quality products.
- Strivers: A consumer type that is driven by a desire for success and upward mobility, seeking products that project an image of success.
- Explorers: A consumer type that is characterized by a desire for adventure and exploration, seeking new and exciting experiences.
4 C's Marketing Model
- Customer needs and wants: A component that focuses on understanding the customer's needs, wants, and expectations.
- Cost: A component that focuses on the cost of the product or service, including the customer's perceived value.
- Convenience: A component that focuses on the ease of purchase and consumption, including accessibility and availability.
- Communication: A component that focuses on the ways in which the product or service is marketed and communicated to the customer.
Consumer Segments
- Quality-conscious: A segment that values high-quality products and is willing to pay a premium for them.
- Price-conscious: A segment that is driven by price and seeks the best value for their money.
- Convenience-oriented: A segment that values ease of purchase and consumption.
- Health-conscious: A segment that prioritizes health and wellness in their purchasing decisions.
- Environmentally-conscious: A segment that prioritizes environmental sustainability and social responsibility.
Brand Choice Criteria
- Quality: A segment that chooses a brand based on its perceived quality.
- Price: A segment that chooses a brand based on its price.
- Convenience: A segment that chooses a brand based on its ease of purchase and consumption.
- Brand image: A segment that chooses a brand based on its image and reputation.
Demographic Characteristics
- Age: A demographic characteristic that influences consumer behavior and purchasing decisions.
- Income: A demographic characteristic that influences consumer behavior and purchasing decisions.
- Occupation: A demographic characteristic that influences consumer behavior and purchasing decisions.
- Education: A demographic characteristic that influences consumer behavior and purchasing decisions.
Values and Interests
- Social status: A value that influences consumer behavior and purchasing decisions.
- Health and wellness: An interest that influences consumer behavior and purchasing decisions.
- Environmental sustainability: A value that influences consumer behavior and purchasing decisions.
- Personal freedom: A value that influences consumer behavior and purchasing decisions.
Educational Level and Product Selection Criteria
- Higher education: A segment that is more likely to prioritize quality and performance in their product selection.
- Lower education: A segment that is more likely to prioritize price and convenience in their product selection.
Anti-Materialistic Awareness and Brand Preferences
- Minimalists: A segment that values simplicity and rejects excessive consumerism.
- Sustainable consumers: A segment that prioritizes environmental sustainability and social responsibility in their purchasing decisions.
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