1. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 1 Segmenting and Targeting the Audience

2. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 2 The buying decisions of consumers are subject to _____. 1.behavioral influences 2.psychological influences 3.social/cultural influences 4.All of the above

3. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 3 The buying decisions of consumers are subject to _____. 1.behavioral influences 2.psychological influences 3.social/cultural influences 4.All of the above Behavioral, psychological, and social/cultural influences affect the way consumers make purchasing decisions.

4. Culture consists of _____ that define a group of people or way of life. 1.tangible items 2.intangible concepts 3.both tangible items and intangible concepts 4.neither tangible items or intangible concepts Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 4

5. Culture consists of _____ that define a group of people or way of life. 1.tangible items 2.intangible concepts 3.both tangible items and intangible concepts 4.neither tangible items or intangible concepts Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 5 Culture is made up of tangible items and intangible concepts that together define a group of people or way of life.

6. _____ is a term that describes how various companies operate. 1.Brand wielding 2.Corporate culture 3.Psychographics 4.Corporate discretion Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 6

7. _____ is a term that describes how various companies operate. 1.Brand wielding 2.Corporate culture 3.Psychographics 4.Corporate discretion Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 7 Corporate culture is a term that describes how various companies operate.

8. All of the following except _____ are social influences on consumer decision making. 1.family 2.social class 3.reference groups 4.norms and values Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 8

9. All of the following except _____ are social influences on consumer decision making. 1.family 2.social class 3.reference groups 4.norms and values Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 9 Class or group, reference groups, family, and friends are important social influences on opinions and consumer behavior that affect many of your habits and biases.

10. Which of the following does not represent a psychological influence on consumers? 1.Motivation 2.Needs and wants 3.Brand manipulation 4.Attitudes and state of mind Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 10

11. Which of the following does not represent a psychological influence on consumers? 1.Motivation 2.Needs and wants 3.Brand manipulation 4.Attitudes and state of mind Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 11 Psychological influences on consumers include motivations, state of mind, needs and wants, attitudes, personality, and thoughts and thinking patterns.

12. Most marketing communication strategies are based on a _____ approach. 1.break even 2.laissez-faire 3.one-size fits all 4.market segmentation Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 12

13. Most marketing communication strategies are based on a _____ approach. 1.break even 2.laissez-faire 3.one-size fits all 4.market segmentation Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 13 Few examples of homogenous markets exist in marketing today; therefore, a market segmentation approach drives most marketing communication strategies.

14. Age, living situation, and discretionary income are elements of a _____. 1.life-stage segmentation strategy 2.democratic segmentation strategy 3.geographic segmentation strategy 4.psychographic segmentation strategy Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 14

15. Age, living situation, and discretionary income are elements of a _____. 1.life-stage segmentation strategy 2.democratic segmentation strategy 3.geographic segmentation strategy 4.psychographic segmentation strategy Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 15 Life-stage segmentation is based on the particular stage in a consumer’s life cycle, which includes, age, living situation, and discretionary income.

16. _____ represent the statistical, social, and economic characteristics of a population. 1.Demographics 2.Psychographics 3.Brand preferences 4.None of the above Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 16

17. _____ represent the statistical, social, and economic characteristics of a population. 1.Demographics 2.Psychographics 3.Brand preferences 4.None of the above Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 17 The statistical, social, and economic characteristics of a population are called demographics.

18. _____ is the money available to spend after paying for taxes and basic needs. 1.External income 2.Secondary income 3.Discretionary income 4.Differential income Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 18

19. _____ is the money available to spend after paying for taxes and basic needs. 1.External income 2.Secondary income 3.Discretionary income 4.Differential income Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 19 Discretionary income is the amount of money available to spend after paying for taxes and basic necessities, such as food and shelter.

20. The term _____ refers to lifestyle and psychological characteristics of consumers. 1.globalism 2.regionalism 3.demographics 4.psychographics Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 20

21. The term _____ refers to lifestyle and psychological characteristics of consumers. 1.globalism 2.regionalism 3.demographics 4.psychographics Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 21 The term psychographics refers psychological and lifestyle characteristics, such as activities, values, interests, attitudes, and opinions.

22. The primary motivators in the VALS Lifestyle Framework do not include _____. 1.ideals 2.graphology 3.achievement 4.self-expression Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 22

23. The primary motivators in the VALS Lifestyle Framework do not include _____. 1.ideals 2.graphology 3.achievement 4.self-expression Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 23 According to the VALS Lifestyle Framework, the three primary motivations for buying products and services are ideals, achievement, and self-expression.

24. The Diffusion of Innovation diagram shows that innovators _____. 1.represent 2.5 percent of the population 2.represent 5 percent of the population 3.represent 10 percent of the population 4.represent 16 percent of the population Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 24

25. 1.represent 2.5 percent of the population 2.represent 5 percent of the population 3.represent 10 percent of the population 4.represent 16 percent of the population The Diffusion of Innovation diagram shows that innovators _____. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 25 The innovator category, which is the group of brave souls who are willing to try something new, represents only about 2.5 percent of the population.

26. According to the classic AIDA model, the first step in the decision process is _____. 1.need recognition 2.price comparison 3.information search 4.evaluation of alternatives Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 26

27. According to the classic AIDA model, the first step in the decision process is _____. 1.need recognition 2.price comparison 3.information search 4.evaluation of alternatives Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 27 In the AIDA model, the decision process consists of need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.

28. A _____ is a potentially profitable segment for a marketing communication effort. 1.shadow market 2.target audience 3.group of consumers 4.designated conclave Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 28

29. A _____ is a potentially profitable segment for a marketing communication effort. 1.shadow market 2.target audience 3.group of consumers 4.designated conclave Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 29 Traditionally a market is divided to identify segments; then, potentially profitable segments are selected as the target audience for a marketing communication effort.

30. The increasing importance of digital marketing is drawing attention to _____. 1.social activities based on regionalism 2.referential grouping based on demography 3.behavioral targeting based on Internet use 4.targeted technology based on market share Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 30

31. 1.social activities based on regionalism 2.referential grouping based on demography 3.behavioral targeting based on Internet use 4.targeted technology based on market share The increasing importance of digital marketing is drawing attention to _____. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 31 Behavioral targeting based on Internet use is getting more attention due to the increasing importance of digital marketing.