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