MKT 243 C1-C3

__ factors are environmental factors that include our attitudes, values and lifestyles.

• social

• economic

• technology

• demographic

Please select the wrong statement.

• Need recognition occurs when consumers are faced with a balance between actual and non-desired states that aroused and activates the consumer DM process.

• A want is recognising an unfulfilled need and a product that will satisfy it.

• A stimulus is any unit of input affecting the five senses- sight, smell, taste, touch and hear

• Stimuli can be internal or external

The lower class is low paid and often lacks education and tends to live a day-to-day existence.

• true

• false

With multisegment targeting, a company could benefit from all the following EXCEPT:

• greater sales volume

• greater product design and mgt cost

• higher profit

• larger market share

Procter & Gamble markets six different brands of laundry detergent, such as Tide, ERA, Gain and Dreft, each targeting a different market segment. This is an example of concentrated targeting.

• true

• false

Rachel is the owner of a gift shop. She understands that the need to segment her market, and available marketing research indicates there is much demand in the community for personalised gifts, She has few resources and cannot engage in intensive consumer research to precisely identify a segment. Which of the following strategies would you suggest she employ?

• Develop and undifferentiated strategy because it is not a large community and she could create a single mkt mix that would serve the entire community.

• Employ a macro segmentation strategy bcs the data needed for such strategy are both easy to get and fit her needs exactly.

• Use a single-variable strategy bcs it offers an inexpensive alternative that would not require much experience to employ.

• Use a multiple-variable segmentation strategy bcs it is easier to use than single-variable segmentation.

Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient. This is an example of:

• Diversification

• Canibalisation

• Undifferentiation

• Differentiation

Almost all mobile phones sold in the US sold are black/grey. Almost all mobile phones sold in Europe are colourful and very few black phones are sold. A mobile phone manufacturer knowing this info could use __ segmentation when selling its phone internationally.

• geographic

• economic

• demographic

• benefit

When a consumer purchases an unfamiliar/expensive product, the consumer often uses the __ process.

• extensive DM

• cognitive harmonising

• limited problem solving

• strategic behaviour

A subculture is based on demographic characteristics, geographic regions, national and ethnic backgrounds, politicial beliefs and religious beliefs.

• true

• false