Question 1

Profiles are descriptions of the target audience that read like a description of someone you know.

Accepted Answer

Profiles are meant to provide a detailed description of the target audience that feels like a description of someone you know personally. This helps in developing specific marketing strategies and tailoring the message to resonate with the audience.

Question 2

In the United States,ethnicity is a major factor for segmenting markets.

Accepted Answer

Ethnicity is often used as a segmentation criterion in the United States to tailor marketing messages and products to specific groups with shared cultural backgrounds and values.

Question 3

Yuppies are young urban professionals who do not have children.

Accepted Answer

Yuppies are young urban professionals, but it is not true that they do not have children. The term is often associated with a certain lifestyle and consumer culture rather than a specific family status.

Question 4

A company launching a global marketing program can expect messages that speak to the values of taking initiative and rugged individualism will appeal equally to audiences in all cultures.

Accepted Answer

Different cultures have different values and beliefs, and what appeals to one culture may not appeal to another. It is important to understand cultural differences and tailor marketing messages accordingly in order to have successful global marketing campaigns.

Question 5

After segmenting a market,the marketer uses targeting to design specific communication strategies for the product's audience.

Accepted Answer

Targeting is the process of selecting specific segments to focus on, and designing communication strategies that appeal to the unique characteristics and needs of that audience.

Question 6

Business buyers and individual consumers are equally influenced by emotional factors.

Accepted Answer

While emotional factors can definitely play a role in both business and consumer buying decisions, research suggests that emotional factors are generally more significant for individual consumers, while business buyers tend to take a more rational and logical approach to decision-making.

Question 7

"I am Devoted" and "I Measure Twice" are two general consumer groups identified by MONITOR's MindBase.

Accepted Answer

MONITOR's MindBase has identified these two general consumer groups.

Question 8

Using an undifferentiated strategy,marketers treat the market as homogeneous,purposely ignoring differences in the market and using one marketing strategy that will appeal to as many people as possible.

Accepted Answer

Undifferentiated strategy, also known as mass marketing, assumes that all customers have similar needs and wants, and a single marketing strategy can effectively target all of them. This approach is useful when the product or service is widely used and has mass appeal or when the cost of segmenting and targeting the market outweighs the benefits.

Question 9

A belief that your family is more important than your job is an example of a value.

Accepted Answer

A value is a belief, attitude, or principle that is important to an individual and guides their behavior and decision-making. The belief that family is more important than job is an example of a value.

Question 10

The theory of cognitive dissonance refers to an internal conflict between two different thoughts.

Accepted Answer

The theory of cognitive dissonance refers to the psychological discomfort experienced by a person who holds two or more contradictory beliefs or values, or experiences a conflict between beliefs and behavior.

Question 11

Psychographic segmentation is primarily based on studies of how people spend their money,their patterns of work and leisure,their interests and opinions,and their views of themselves.

Accepted Answer

Psychographic segmentation is based on these factors to understand the behavior and preferences of consumers.

Question 12

Women account for the majority of all consumer purchases in the United States.

Accepted Answer

According to multiple studies and reports, women make up the majority of consumer purchases in the United States, ranging from 70-85%.

Question 13

When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident,the company is appealing to a secondary need on Maslow's Hierarchy of Needs.

Accepted Answer

Maslow's Hierarchy of Needs categorizes safety needs, which include protection from elements, security, order, law, stability, and freedom from fear, as primary rather than secondary needs. Tailoring promotional messages to show protection from natural disasters or accidents directly appeals to these fundamental safety needs.

Question 14

Psychographics refers to lifestyle and psychological characteristics such as activities,interests,and opinions.

Accepted Answer

Psychographics is defined as the study of personality, values, attitudes, interests, and lifestyles. Therefore, the statement that psychographics refers to lifestyle and psychological characteristics such as activities, interests, and opinions is true.

Question 15

In postpurchase evaluation,satisfaction is defined as the "gap" between the customer's expectations of a product or experience and the customer's actual experience with it.

Accepted Answer

Satisfaction in postpurchase evaluation is indeed defined as the difference between customer expectations and actual experience with a product or experience.

Question 16

Consumers with higher education tend to prefer print media,the Internet,and selected radio and cable stations.

Accepted Answer

Studies show that consumers with higher education tend to prefer print media (such as newspapers and magazines), the Internet (including online news and information sources), and selected radio and cable stations that feature news, talk shows, and educational programming.

Question 17

Because people are able to move between social classes,these classes are relatively impermanent and disordered divisions composed of members without shared values,interests,or behaviors.

Accepted Answer

Social classes, despite some mobility, tend to have relatively stable structures and are often characterized by shared values, interests, and behaviors among their members, contributing to their distinct identities.

Question 18

Market segmentation refers to using vast computer databases of personal consumer information to direct highly individualized messages to narrow slices of a segment.

Accepted Answer

Market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics. It does not specifically refer to using vast computer databases of personal consumer information for highly individualized messages, but rather to the broader strategy of categorizing markets based on various factors like demographics, needs, priorities, common interests, and other psychographic or behavioral criteria.

Question 19

Heavy users and brand-loyal buyers are usually a brand's most important customers,and they are the most difficult for competitors to switch away from a brand.

Accepted Answer

Heavy users and brand-loyal buyers are most valuable to a brand as they are difficult for competitors to switch away from the brand, making them a brand's most important customers.

Question 20

A cultural cohort is a segment of customers from multiple countries who share common characteristics that create common wants and needs.

Accepted Answer

A cultural cohort refers to a group of customers who share similar cultural and social characteristics, such as values, beliefs, language, and lifestyle, which influence their behavior as consumers. This segment can include people from multiple countries who share these commonalities.

Quiz 7: Segmenting and Targeting the Audience