Exam 1

Question 1

Targeting

Answer 1

the process of identifying and selecting a specific group of people to receive a marketing message

Question 2

Positioning

Answer 2

the process of creating a unique image or identity for a brand or product in the minds of the target audience.

Question 3

Segmentating

Answer 3

the practice of dividing your target market into approachable groups.

Question 4

Market Segmentation

Answer 4

the practice of dividing your target market into approachable groups (segmentation, targeting, positioning)

Question 5

Need

Answer 5

A discomforting human condition

Question 6

Want

Answer 6

A desire for a specific product so as to alleviate that condition

Question 7

Purpose of Marketing

Answer 7

Help the consumer experience the proverbial that is already within him/her

Question 8

Same message +Same Product

Answer 8

Straight extension

Question 9

Same product + CHange Message

Answer 9

Communication adaptation

Question 10

Same message + Change product

Answer 10

Product adatpation

Question 11

Chnge product + Change Message

Answer 11

Dual adaptation

Question 12

Competitive/Cooperative

Answer 12

Comparative ads

Question 13

Individual vs Collective

Answer 13

I vs WE

Question 14

Bases for Segmentation

Answer 14

Geography
Demographics
Pyschographics
Behavior

Question 15

bases for demographic segmentation

Answer 15

Age
Gender
Income
Ethnic Background
Family Life Cycle
Occupation

Question 16

Bases for Psychographics

Answer 16

Lifestyle
Personality

Question 17

Bases for behavior segmentation

Answer 17

Occasions
Benefits
User status
Usage Rate
Loyalty Status

Question 18

Bases for Geographic Segmentation

Answer 18

By region
City vs rural
By climate
By density

Question 19

Social Class

Answer 19

a status hierarchy by whichi groups and individuals are classified on the basis of esteem and prestige

Question 20

Conspicuous CONSUMPTION

Answer 20

Consumers endeavor to increase their social standing through consumption

Question 21

Lower Status consumers are more receptive to

Answer 21

advertising towards emotion, expressions, work and life

Question 22

upper middle class consumers are more recpetive to

Answer 22

facts, suspicious to emotional appeal

Question 23

Regional subcultures arise as a result of the following

Answer 23

Climate conditions
natural environment and resources

Question 24

Ethnic subcultures

Answer 24

based on a common racial, language, or nationality background

Question 25

Hispanic Subcultures

Answer 25

Social Oriented Strong interest in appearance Family and children

Question 26

Afriacna american subcultures

Answer 26

Family Religion racial awareness ethnic pride

Question 27

Asian American subcultures

Answer 27

Strong values on traditional, extended families Strong in education Gift giving

Question 28

Acculturation

Answer 28

Identification with the dominant culture

Question 29

Ethnic identification

Answer 29

indentification with a subculture

Question 31

Single I

Answer 31

Single, no kids

Question 32

Young couples wihtout children

Answer 32

Dual incomes and relatively affluent

Question 33

Full Nest I

Answer 33

Typical family with children

Question 34

Single Parent I

Answer 34

Single, children in house

Question 35

Single II

Answer 35

age 35 to 64: never married and divorced with no child responsibilities

Question 36

Delayed Full Nest I

Answer 36

family with parents that are older and young children

Question 37

Full Nest II

Answer 37

Families with children age 6+

Question 38

Single Parent II

Answer 38

single, faces serious financial and time pressures + kids in home

Question 39

Empty Nest I

Answer 39

Dual income and busy + children out of the house

Question 40

empty nest II

Answer 40

Either fully or partially retired + children are out of house

Question 41

Single III

Answer 41

Older, single, and generally retired

Question 42

Instrumental Training

Answer 42

Through reasoning or reinforcementM

Question 43

Modeling

Answer 43

By observing other

Question 44

Mediation

Answer 44

occurs when a parent alters a childs intitial interpretation of,or response to, a marketing stimulus