Question 1

Many students in a junior high school wear the same style of shoes to school each day.From the marketing perspective,why are these students conforming to a similar style?

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Question 2

What is the difference between a consumer's need and a want?

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Question 3

Define segmenting and then name and describe typical approaches to segmentation.

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Question 4

Compare and contrast the terms family and household.

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Question 5

Name and describe four social and cultural influences on consumer decisions.Why are they important for advertisers?

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Question 6

People who search,share,and initiate marketing communication and brand relationships are referred to as Seekers.

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Seekers are those individuals who proactively search for information about brands, share their experiences with others, and actively initiate communication with the brand.

Question 7

Describe the three functions of reference groups.

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Question 8

Ed purchases new technological devices such as PDAs,DVRs,and MP3 players after many people he knows already own the devices.However,Ed is rarely among the last people he knows to purchase a new technology.Ed is part of the late majority adopter group.

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Question 9

According to the Pareto rule,20 percent of the market buys 80 percent of the products.

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This is the definition of the Pareto principle or 80/20 rule, which states that roughly 80% of effects come from 20% of the causes. In this case, it means that 20% of customers account for 80% of sales.

Question 10

Name the stages of the consumer decision process.What role does marketing communication play in each?

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Question 11

Kim,who is an avid cyclist,decided to buy a new bicycle.She searched the Web for information on bikes and visited some bike shops.What is involved in the next step in her decision process if she follows the sequence in the text?

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Question 12

Explain how marketers may be able to reduce postpurchase cognitive dissonance.

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Question 13

Laggards are people with low brand loyalty who may be willing to try a new product.

Accepted Answer

Laggards are the last to adopt a new product, often resistant to change and not necessarily characterized by low brand loyalty; they may simply be cautious or skeptical about new innovations.

Question 14

Miriam purchased a new car last month,but she continues to look at advertising for cars and notes how many other cars like hers are on the road.When a news article came out indicating problems with the transmission noted by owners of her make of car,Miriam took that to mean that all types of cars in that class can have those problems,not just hers.She even sought out a Consumer Reports article that pointed out that the car she purchased was rated highly on reliability.What is Miriam experiencing,and why?

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Question 15

Seekers tend to conduct three types of searches: associations,experiences,and interaction.

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Question 16

For years,the U.S.Army used an advertising campaign stressing that you can "Be all you can be." What type of need was addressed by this campaign?

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Question 17

Roger has decided to purchase a personal computer for his household's use,but he doesn't know much about computers and he really doesn't want to spend more than $1,000.How many stages of the consumer decision process is Roger likely to go through in making the decision regarding which computer to purchase? Why?

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Question 18

Describe the psychological influences of needs,wants,and motivations and explain why they are important to advertisers.

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Question 19

Explain the role of marketers in the information search step of the consumer decision-making process.Give an example of how the marketer might execute this role.

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Question 20

Describe and explain a purchasing situation in which the purchaser and user of a product might have different wants.

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Quiz 7: Segmenting and Targeting the Audience