Question 1

"Buying" refers to any relevant action on the part of stakeholders.

Accepted Answer

"Buying" can refer to various actions such as making a purchase, acquiring a product, investing in a company, etc. Therefore, it can involve different types of stakeholders such as customers, shareholders, and investors.

Question 2

Other-brand switchers buy our brand but they also buy other brands.

Accepted Answer

False

Question 3

Favorable brand switchers consist of two subgroups.

Accepted Answer

Favorable brand switchers consist of two subgroups: those who are motivated to switch brands due to positive reasons such as satisfaction with the new brand, and those who are forced to switch due to negative reasons such as a lack of availability of their preferred brand.

Question 4

Converting favorable other-brand loyals is profitable, if it can be done, because, typically, consumers deliberately develop brand loyalty to enable efficient shopping within a particular category.

Accepted Answer

When consumers develop brand loyalty, they often do so to simplify their decision-making and save time and effort when shopping in a particular category. If a company can convince these consumers to switch to their brand, they may become long-term loyal customers who continue to choose that brand for future purchases, leading to increased revenue and profitability.

Question 5

Action objectives for end-customers can be classified as pre-purchase, purchase, and post-purchase behaviors.

Accepted Answer

This is true. Action objectives for end-customers can be broken down into three categories: pre-purchase behaviors (such as researching and considering different products or brands), purchase behaviors (such as actually buying a product), and post-purchase behaviors (such as leaving reviews or recommending a product to others).

Question 6

A sales inquiry is not a sufficient pre-purchase action objective.

Accepted Answer

The answer of A sales inquiry is not a sufficient...

Question 7

Business decision roles are much the same as consumer decision roles.

Accepted Answer

Business decision roles involve more complexity and a wider range of stakeholders than consumer decision roles. Business decisions are often made by a team of individuals with varying responsibilities and interests, while consumer decisions are typically made by one or a few individuals with personal preferences and needs.

Question 8

The influencer is more likely to choose the brand.

Accepted Answer

The statement is incomplete and lacks context, making it impossible to determine its accuracy without additional information about the scenario or conditions under which an influencer might choose a brand.

Question 9

A single individual may play all five roles in the behavioral sequence model.

Accepted Answer

In the behavioral sequence model, an individual can play all five roles- sender, message, channel, receiver, and feedback- in the communication process.

Question 10

If more than one subgroup is to be targeted, a single behavioral sequence model will suffice as it is a comprehensive model.

Accepted Answer

If more than one subgroup is to be targeted, it may be necessary to develop multiple behavioral sequence models to account for different behaviors and characteristics within each subgroup. A single model may not be sufficient or tailored enough to effectively address the diverse needs of multiple subgroups.

Question 11

Customer targeting for a marcoms campaign requires the manager to specify a target audience group consisting of actual buyers of the brand-item as this is the only group from whom sales can be expected.

Accepted Answer

Customer targeting for a marcoms campaign can also include potential buyers who have not yet purchased the brand-item but may do so in the future, as well as influencers who can affect the purchasing decisions of others.

Question 12

Brand-loyalty segmentation is the best way to distinguish potential target audiences.

Accepted Answer

Brand-loyalty segmentation involves dividing the market based on customers' loyalty towards particular brands. This can identify potential target audiences who are more likely to purchase a certain brand and be more receptive to its marketing efforts. Thus, it is considered an effective way to distinguish potential target audiences.

Question 13

For fast-moving consumer goods and services, brand loyals represent the best potential for an increase in the brand-item's sales rate.

Accepted Answer

Brand loyals already consistently purchase the brand, so the potential for increasing sales is limited compared to attracting new customers or converting brand switchers.

Question 14

Purchase behavior will identify which subgroup to target for infrequently purchased items such as durables.

Accepted Answer

The answer of Purchase behavior will identify which subgroup to...

Question 15

When estimating the leverage of relevant subgroups when determining target audience potential, the manager must calculate the size of the subgroup, add the dollar value of the expected per capita increased sales, and deduct the cost of the campaign.

Accepted Answer

Estimating the leverage of relevant subgroups involves understanding the size of the subgroup and the potential increase in sales or engagement, but it does not typically involve adding the dollar value of expected per capita increased sales directly to the size of the subgroup and then deducting the cost of the campaign. Instead, it involves a more nuanced analysis of potential return on investment, market penetration, and cost-effectiveness of reaching these subgroups.

Question 16

Post-purchase action objectives include retail display and customer recommendations.

Accepted Answer

Post-purchase action objectives could include strategies to encourage customers to recommend the product to others and effective retail displays to increase future sales.

Question 17

Good survey data enables the manager to set action objectives as quantitatively specific and time-period specific goals.

Accepted Answer

Good survey data provides specific information that can be used to set quantifiable and time-bound goals for managers. Without such data, it can be difficult to set achievable objectives that are based on real-world conditions and needs.

Question 18

The key question in nominating the creative target is "Which role will have the greatest influence on choice of our brand-item?"

Accepted Answer

The key question in nominating the creative target is "Which role will have the greatest influence on choice of our brand-item?" This implies that the target audience or role being nominated has a significant impact on the brand's success.

Question 19

Focus group interviews are a good way to develop a behavioral sequence model.

Accepted Answer

Focus group interviews are primarily used for gathering insights, opinions, and attitudes from a group of people about a specific product, service, concept, or idea, rather than for developing a behavioral sequence model, which typically requires more structured and individual data collection methods to understand the sequence of behaviors.

Question 20

The behavioral sequence model must answer the questions of what the main decision stages are, who is involved in the decision stage, where this stage takes place, when it takes place, and how the decision at this stage is made.

Accepted Answer

The behavioral sequence model is designed to answer these questions in order to understand the decision-making process of consumers.

Quiz 3: Campaign Target Audience Selection and Action Objectives