chapter five the consumer audience. prentice hall, © 2009 5-2 consumer behavior can be best...
TRANSCRIPT
![Page 1: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/1.jpg)
Chapter Five
The Consumer Audience
![Page 2: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/2.jpg)
Prentice Hall, © 2009 5-2
Consumer behavior can be best described as:
a) How individuals or groups select, purchase, use, or dispose of products
b) Why individuals or groups select, purchase, use, or dispose of products
c) The process of satisfying needs and wants through purchase
d) Communicating needs and wants through advertising
![Page 3: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/3.jpg)
Prentice Hall, © 2009 5-3
Consumer behavior can be best described as:
a) How individuals or groups select, purchase, use, or dispose of products
b) Why individuals or groups select, purchase, use, or dispose of products
c) The process of satisfying needs and wants through purchase
d) Communicating needs and wants through advertising
![Page 4: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/4.jpg)
Prentice Hall, © 2009 5-4
Consumers can be defined as:
a) Specific types of people who buy a particular type of brand or product or patronize a specific type of store
b) The target locations to place the advertising message
c) Those consumers who have little to no response to advertising messages
d) People who buy or use products or adopt ideas that satisfy their needs and wants
![Page 5: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/5.jpg)
Prentice Hall, © 2009 5-5
Consumers can be defined as:
a) Specific types of people who buy a particular type of brand or product or patronize a specific type of store
b) The target locations to place the advertising message
c) Those consumers who have little to no response to advertising messages
d) People who buy or use products or adopt ideas that satisfy their needs and wants
![Page 6: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/6.jpg)
Prentice Hall, © 2009 5-6
In reality, customers are specific types of consumers.
a) True
b) False
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Prentice Hall, © 2009 5-7
In reality, customers are specific types of consumers.
a) True
b) False
![Page 8: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/8.jpg)
Prentice Hall, © 2009 5-8
Is it accurate to say that buyers may not be the users and users may not be the buyers?
a) Yes
b) No
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Prentice Hall, © 2009 5-9
Is it accurate to say that buyers may not be the users and users may not be the buyers?
a) Yes
b) No
![Page 10: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/10.jpg)
Prentice Hall, © 2009 5-10
Social influences on consumer decisions may include:
a) Perception, learning, motivation, attitude, and personality
b) Social class, reference groups, family, and demographics
c) Frequency and innovativeness of brand usage
d) Placement of advertising message in geographic location
![Page 11: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/11.jpg)
Prentice Hall, © 2009 5-11
Social influences on consumer decisions may include:
a) Perception, learning, motivation, attitude, and personality
b) Social class, reference groups, family, and demographics
c) Frequency and innovativeness of brand usage
d) Placement of advertising message in geographic location
![Page 12: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/12.jpg)
Prentice Hall, © 2009 5-12
Psychological influences on consumer decisions may include:
a) Perception, state of mind, needs, wants, motivations, and attitudes
b) Social class, reference groups, age, family status, and demographics
c) Frequency and innovativeness of brand usage
d) Placement of advertising message in geographic location
![Page 13: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/13.jpg)
Prentice Hall, © 2009 5-13
Psychological influences on consumer decisions may include:
a) Perception, state of mind, needs, wants, motivations, and attitudes
b) Social class, reference groups, age, family status, and demographics
c) Frequency and innovativeness of brand usage
d) Placement of advertising message in geographic location
![Page 14: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/14.jpg)
Prentice Hall, © 2009 5-14
According to Maslow’s Hierarchy of Needs, ego needs sit at the top of the pyramid.
a) True
b) False
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Prentice Hall, © 2009 5-15
According to Maslow’s Hierarchy of Needs, ego needs sit at the top of the pyramid.
a) True
b) False
![Page 16: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/16.jpg)
Prentice Hall, © 2009 5-16
In many product categories, a small number of users may buy a large percentage of the products.
a) True
b) False
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Prentice Hall, © 2009 5-17
In many product categories, a small number of users may buy a large percentage of the products.
a) True
b) False
![Page 18: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/18.jpg)
Prentice Hall, © 2009 5-18
Can it be said that the brand decision process is the same for both low and high-involvement decisions?
a) Yes
b) No
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Prentice Hall, © 2009 5-19
Can it be said that the brand decision process is the same for both low and high-involvement decisions?
a) Yes
b) No
![Page 20: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/20.jpg)
Prentice Hall, © 2009 5-20
Market segmenting means all but:
Targeting the most profitable prospects Dividing the market into groups of
people who have similar characteristics Key characteristics make groups more
alike than different Key characteristics define how groups
are different from others
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Prentice Hall, © 2009 5-21
Market segmenting means all but:
Targeting the most profitable prospects Dividing the market into groups of
people who have similar characteristics Key characteristics make groups more
alike than different Key characteristics define how groups
are different from others
![Page 22: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/22.jpg)
Prentice Hall, © 2009 5-22
It is never a good idea to treat the market as homogenous.
a) True
b) False
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Prentice Hall, © 2009 5-23
It is never a good idea to treat the market as homogenous.
a) True
b) False
![Page 24: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/24.jpg)
Prentice Hall, © 2009 5-24
Life stage segmentation could be based upon categories such as:
a) Urban, rural, suburban, or Northb) How people spend their money or
timec) Product category and brand usaged) Children, couples, college
students, or seniors living alone
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Prentice Hall, © 2009 5-25
Life stage segmentation could be based upon categories such as:
a) Urban, rural, suburban, or Northb) How people spend their money or
timec) Product category and brand usaged) Children, couples, college
students, or seniors living alone
![Page 26: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/26.jpg)
Prentice Hall, © 2009 5-26
Are niche markets really just sub-segments of more general markets?
a) Yes
b) No
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Prentice Hall, © 2009 5-27
Are niche markets really just sub-segments of more general markets?
a) Yes
b) No
![Page 28: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/28.jpg)
Prentice Hall, © 2009 5-28
Through targeting, an advertiser can:
a) Best segment the market among all ages
b) Design specific communication strategies to match audience needs and wants
c) Best select the right mediad) Both b and c
![Page 29: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/29.jpg)
Prentice Hall, © 2009 5-29
Through targeting, an advertiser can:
a) Best segment the market among all ages
b) Design specific communication strategies to match audience needs and wants
c) Best select the right mediad) Both b and c
![Page 30: Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,](https://reader036.vdocuments.mx/reader036/viewer/2022062423/5697bfc71a28abf838ca80dd/html5/thumbnails/30.jpg)
Prentice Hall, © 2009 5-30
Would a profile read like a description of your best friend?
a) Yes
b) No
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Prentice Hall, © 2009 5-31
Would a profile read like a description of your best friend?
a) Yes
b) No
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Prentice Hall, © 2009 5-32
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