Exam Two

Question 1

Market (3)

Answer 1

1. People
2. Money
3. Buy

Question 2

General market = consumer market

Answer 2

In-user - buy product => give it to someone else

Question 3

Industrial market

Answer 3

• make another product
• resell
• use it in operation

Question 4

Mass marketing

Answer 4

(4ps) -> (market)
(4ps) -> (I | II | III)

Multi segmental: I and III+
Concentration strategy: II

Question 5

Conditions for segmentation (5)

Answer 5

1. Needs must be heterogeneous
2. Identify before measurable
3. Substantial
4. Accessible
5. Responsive - (test product)

Question 6

Sanity

Answer 6

Ability to intergrade on multiple personality on currently singular on whole being

Question 7

Dualism

Answer 7

Subconscious and conscious

Question 8

High level nature

Answer 8

Had to protect lower level

Question 9

Target marketing

Answer 9

Identify the customer. Targets you in a specific ads. Example: target

Question 10

Low level nature

Answer 10

Low level to high = insane

Question 11

Tri-partite

Answer 11

Ego (rational mind)
Superego (values system): right or wrong
Id (no values) it has needs

Question 12

Sublimation

Answer 12

Take the unacceptable and make it acceptable

Question 13

Subconscious

Answer 13

Know what you do without thinking

Question 14

Conscious versus subconscious mind

Answer 14

Principle 1: Everyone wants to control your subconscious mind one can be there at the time but you can’t be there

Principle 2: you can’t control their existence just how you know them. They are created through experience

Question 15

Symbols inside, objects outside

Answer 15

We give meaning to a product

Question 16

Personality (5)

Answer 16

Censor - super ego/values right or wrong
Child - Have fun remember what it’s like to be a child
Shadow - sad but pretending to be happy. feeling opposite what they appear to be
Risk taker - occupation or activity. more extreme
Dominator - do what you need to do. Now or never. Self interest

Question 17

Sensor

Answer 17

Super ego/values (right or wrong)

Question 18

Child

Answer 18

Have fun remember what it’s like to be a child

Question 19

Shadow

Answer 19

Sad but pretend to be happy. Feeling opposite of what they appear to be

Question 20

Risk taker

Answer 20

Occupation or activity. More extreme

Question 21

Dominator

Answer 21

Do what you need to do. Now or never

Question 22

Decision - making fears

Answer 22

Making the wrong choice
Unknown
Lost option
Fear of Death
Fear of losing
Unique - be different

Question 23

Bases for segmentations (4)

Answer 23

Geographics, demographics, psycho, behavior variable

Question 24

Geographics

Answer 24

Where are they located, where are purchases made.

Question 25

Demographics

Answer 25

Ages, sex, race, looks, size

Question 26

Psychographics

Answer 26

Thanks, attitudes, benefits.

Question 27

Behavior variable

Answer 27

Purchase occasion, benefits, user states, usage rate (how frequent)

Question 28

80/20

Answer 28

80% of your profit comes from 20% consumers

Question 29

Vampire creativity

Answer 29

More attention on commercial then actual product

Question 30

Conditions for effective segmentation (5)

Answer 30

1. Needs must be hetero genius 2. Must be identifiable/measurable 3. Market must be substantial 4. Accessible 5. Responsive