Midterm

Question 1

Methods for segmentation (2)

Answer 1

1. CUSTOMER CHARACTERISTICS

2. BUYING SITUATION

Question 2

Customer characteristics (4)

Answer 2

1. geographic
2. demographic
3. socioeconomic
4. psychographic

Question 3

Buying situation (5)

Answer 3

1. Behavioural
2. outlet types
3. benefit
4. awareness
5. usage

Question 4

Market coverage options (3

Answer 4

1. undifferentiated marketing
2. differentiated marketing
3. concentrated marketing

Question 5

market positioning

Answer 5

fitting the product to one or more segments of the broad market in such a way as to set it meaningfully apart from the competition

Question 6

Positioning 2 approaches

Answer 6

1. consumer approach

2. competition approach

Question 7

push strategy

Answer 7

• sales oriented

- encourages resellers to order merchandise and push it through to their customers

Question 8

pull strategy

Answer 8

• marketing oriented

- goal is to create demand among consumers and encourage them to request the product from the retailer

Question 9

in house agencies

Answer 9

some companies use to reduce costs while maintaining greater control over agency activities

Question 10

creative boutiques

Answer 10

developed in response to some clients desire to use only the talent of an outside agency while maintaining other functions internally
- provide only creative services

Question 11

media specialist companies

Answer 11

specialize in buying media, especially broadcast time

Question 12

interactive agencies

Answer 12

specialize in the development and strategic use of various interactive tools

Question 13

problem recognition

Answer 13

is caused by a difference between what the consumer wants and what the consumer has

Question 14

subliminal perception

Answer 14

appeal to consumers subconscious

Question 15

evoked set

Answer 15

brands identifies as potential purchase options

Question 16

classical conditioning

Answer 16

involves learning a new behaviour via the process of association

Question 17

operant-instrumental conditioning

Answer 17

reinforcement or punishment are used to either increase or decrease the probability that a behaviour will occur again in the future

Question 18

schedules of reinforcement and shaping

Answer 18

scheduling: continous or intermittent
reinforcement: rewards a consumer will get or what they can avoid

Question 19

external influences on consumer behaviour

Answer 19

1. culture
2. subculture
3. social class
4. reference groups
5. situational determinants

Question 20

noise

Answer 20

unplanned distortion or interference

Question 21

forms of encoding (4)

Answer 21

1. verbal
2. graphic
3. musical
4. animation

Question 22

every marketing message has three components:

Answer 22

1. object
2. sign or symbol
3. interpretant

Question 23

communication channels (2)

Answer 23

1. personal channels

2. nonpersonal channels

Question 24

levels of audience aggregation (5)

Answer 24

1. individuals
2. small groups
3. niche markets
4. market segments
5. mass markets