Transcript Moriarty_8e_CRS_05

Chapter Five
The Consumer Audience
Consumer behavior can be best
described as:
a)
b)
c)
d)
How individuals or groups select,
purchase, use, or dispose of products
Why individuals or groups select,
purchase, use, or dispose of products
The process of satisfying needs and
wants through purchase
Communicating needs and wants
through advertising
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Consumer behavior can be best
described as:
a)
b)
c)
d)
How individuals or groups select,
purchase, use, or dispose of products
Why individuals or groups select,
purchase, use, or dispose of products
The process of satisfying needs and
wants through purchase
Communicating needs and wants
through advertising
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Consumers can be defined as:
a)
b)
c)
d)
Specific types of people who buy a
particular type of brand or product or
patronize a specific type of store
The target locations to place the advertising
message
Those consumers who have little to no
response to advertising messages
People who buy or use products or adopt
ideas that satisfy their needs and wants
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Consumers can be defined as:
a)
b)
c)
d)
Specific types of people who buy a
particular type of brand or product or
patronize a specific type of store
The target locations to place the advertising
message
Those consumers who have little to no
response to advertising messages
People who buy or use products or adopt
ideas that satisfy their needs and wants
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In reality, customers are specific
types of consumers.
a)
True
b)
False
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In reality, customers are specific
types of consumers.
a)
True
b)
False
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Is it accurate to say that buyers may
not be the users and users may not
be the buyers?
a)
Yes
b)
No
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Is it accurate to say that buyers may
not be the users and users may not
be the buyers?
a)
Yes
b)
No
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Social influences on consumer
decisions may include:
a)
b)
c)
d)
Perception, learning, motivation,
attitude, and personality
Social class, reference groups, family,
and demographics
Frequency and innovativeness of
brand usage
Placement of advertising message in
geographic location
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Social influences on consumer
decisions may include:
a)
b)
c)
d)
Perception, learning, motivation,
attitude, and personality
Social class, reference groups, family,
and demographics
Frequency and innovativeness of
brand usage
Placement of advertising message in
geographic location
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Psychological influences on
consumer decisions may include:
a)
b)
c)
d)
Perception, state of mind, needs,
wants, motivations, and attitudes
Social class, reference groups, age,
family status, and demographics
Frequency and innovativeness of
brand usage
Placement of advertising message in
geographic location
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Psychological influences on
consumer decisions may include:
a)
b)
c)
d)
Perception, state of mind, needs,
wants, motivations, and attitudes
Social class, reference groups, age,
family status, and demographics
Frequency and innovativeness of
brand usage
Placement of advertising message in
geographic location
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According to Maslow’s Hierarchy of Needs,
ego needs sit at the top of the pyramid.
a)
True
b)
False
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According to Maslow’s Hierarchy of
Needs, ego needs sit at the top of
the pyramid.
a)
True
b)
False
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In many product categories, a small
number of users may buy a large
percentage of the products.
a)
True
b)
False
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In many product categories, a small
number of users may buy a large
percentage of the products.
a)
True
b)
False
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Can it be said that the brand decision
process is the same for both low and
high-involvement decisions?
a)
Yes
b)
No
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Can it be said that the brand decision
process is the same for both low and
high-involvement decisions?
a)
Yes
b)
No
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Market segmenting means all but:




Targeting the most profitable prospects
Dividing the market into groups of
people who have similar characteristics
Key characteristics make groups more
alike than different
Key characteristics define how groups
are different from others
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Market segmenting means all but:




Targeting the most profitable prospects
Dividing the market into groups of
people who have similar characteristics
Key characteristics make groups more
alike than different
Key characteristics define how groups
are different from others
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It is never a good idea to treat
the market as homogenous.
a)
True
b)
False
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It is never a good idea to treat
the market as homogenous.
a)
True
b)
False
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Life stage segmentation could be
based upon categories such as:
a)
b)
c)
d)
Urban, rural, suburban, or North
How people spend their money or time
Product category and brand usage
Children, couples, college students, or
seniors living alone
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Life stage segmentation could be
based upon categories such as:
a)
b)
c)
d)
Urban, rural, suburban, or North
How people spend their money or time
Product category and brand usage
Children, couples, college students, or
seniors living alone
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Are niche markets really just subsegments of more general markets?
a)
Yes
b)
No
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Are niche markets really just subsegments of more general markets?
a)
Yes
b)
No
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Through targeting, an advertiser can:
a)
b)
c)
d)
Best segment the market among all ages
Design specific communication strategies
to match audience needs and wants
Best select the right media
Both b and c
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Through targeting, an advertiser can:
a)
b)
c)
d)
Best segment the market among all ages
Design specific communication strategies
to match audience needs and wants
Best select the right media
Both b and c
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Would a profile read like a
description of your best friend?
a)
Yes
b)
No
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Would a profile read like a
description of your best friend?
a)
Yes
b)
No
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