Solutions Manual for Consumer Behavior Building Marketing Strategy 4th Edition by David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser

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TestmBankmformConsumermBehaviorm11thm EditionmbymSchiffman
Fullm m Download:m m http://downloadlink.org/product/test-bank-for-consumer-behavior-11th-edition-by-schiffman/



Consumerm Behavior,m 11em (Schiffman/Kanuk)m Ch
apterm2m Segmentation,mTargetingmandmPositioning

1) Themprocessmofmdividingmammarketmintomdistinctmsubsetsmofmconsumersmwithmcommonm
needsmorm characteristicsmismknownmasm .
A) targetm marketing
B) marketmsegmentation
C) massm marketing
D) them marketingm concept
E) marketmevaluatio
nm Answer:m B
Diff:m1
Skill:m Concept
LearningmObj:m 2.1:mTomunderstandmtheminterrelationshipsmamongmmarketmsegmentation,mtar
getingm andmpositioning,mandmhowmtomselectmthembestmtargetmmarkets
LearningmOutcome:m 1:mDefinemconsumermbehaviormandmdescribemitsminfluencemonmmarketin
gm practices
AACSB:m Reflectivemthinking

2) Qantasmtargetsmfourmdistinctmsegments:mcoachmpassengers,mpremiummeconomy,mbusinessma
ndmfirstm class,mandmusesm
tomclearlymdifferentiatembetweenmthemoptionsmtargetedmatmeachmsegment.
A) positioning
B) behavioralm targeting
C) geographicm segmentation
D) reversem targeting
E) countersegmentation
m Answer:m A
Diff:m2
Skill:m Application
LearningmObj:m 2.1:mTomunderstandmtheminterrelationshipsmamongmmarketmsegmentation,mtar
getingm andmpositioning,mandmhowmtomselectmthembestmtargetmmarkets
LearningmOutcome:m 1:mDefinemconsumermbehaviormandmdescribemitsminfluencemonmmarketin
gm practices
AACSB:m Applicationmofmknowledge




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Copyrightm©m2015mPearsonmEducation,mInc.

FullmallmchaptersminstantmdownloadmpleasemgomtomSolutionsmManual,mTestmBankmsite:mdownloadlink.org




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3) Them
ofmamproductmormservicemismthemprocessmbymwhichmamcompanymcreatesmamdistinctm ima
gemandmidentitymformitsmproducts,mservicesmandmbrandsminmconsumers'mminds.
A) segmentation
B) target
C) positioning
D) psychographicm inventory
E) concentratedmmarketingmstrateg
ym Answer:m C
Diff:m1
Skill:m Concept
LearningmObj:m 2.1:mTomunderstandmtheminterrelationshipsmamongmmarketmsegmentation,mtar
getingm andmpositioning,mandmhowmtomselectmthembestmtargetmmarkets
LearningmOutcome:m 1:mDefinemconsumermbehaviormandmdescribemitsminfluencemonmmarketin
gm practices
AACSB:m Reflectivemthinking

4) Mostm marketersmprefermtomtargetmconsumermsegmentsmthatmaremrelativelym .
A) small
B) stablem inmtermsmofmconsumptionmpatterns
C) unpredictable
D) inaccessible
E) expensivemtompursu
em Answer:m B
Diff:m1
Skill:m Concept
LearningmObj:m 2.1:mTomunderstandmtheminterrelationshipsmamongmmarketmsegmentation,mtar
getingm andmpositioning,mandmhowmtomselectmthembestmtargetmmarkets
LearningmOutcome:m 1:mDefinemconsumermbehaviormandmdescribemitsminfluencemonmmarketin
gm practices
AACSB:m Reflectivemthinking

5) Peterm wantsm tom segmentm them targetm audiencem form hism frozenm yogurtm shopm basedm onm be
nefitsm sought.mUnlikemdemographicmvariables,mthembenefitsmsoughtmvariablemismdifficultmtom
measure,msomitmism notmasm .
A) profitable
B) stablem inmtermsmofmconsumptionmpatterns
C) identifiable
D) inaccessible
E) expensivemtompursu
em Answer:m C
Diff:m2
Skill:m Application
LearningmObj:m 2.1:mTomunderstandmtheminterrelationshipsmamongmmarketmsegmentation,mtar
getingm andmpositioning,mandmhowmtomselectmthembestmtargetmmarkets
LearningmOutcome:m 1:mDefinemconsumermbehaviormandmdescribem itsm influencemonm marketing
practices
AACSB:m Applicationmofmknowledge
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6) Whichmofmthem followingm ismNOTmonemofmthemcharacteristicsmofmanmeffectivemtarget?
A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruentmwithmthemmarketer'smobjectivesmandmresou
rcesm Answer:m D
Diff:m1
Skill:m Concept
LearningmObj:m 2.1:mTomunderstandmtheminterrelationshipsmamongmmarketmsegmentation,mtar
getingm andmpositioning,mandmhowmtomselectmthembestmtargetmmarkets
LearningmOutcome:m 1:mDefinemconsumermbehaviormandmdescribemitsminfluencemonmmarketin
gm practices
AACSB:m Reflectivemthinking

7) Perrym&mSwiftm—manminvestmentmmanagementmfirmm—
musedmthem2001mP$YCLEmSegmentationm System,mwhichm ismpartmofmamdatabasementitledm
.
A) Nielsenm MyBestSegments
B) VALS
C) PRIZM
D) Nielsenm NetRatings
E) MagazinemReadersmIndexm(MR
I)m Answer:m A
Diff:m3
Skill:m Application
LearningmObj:m 2.1:mTomunderstandmtheminterrelationshipsmamongmmarketmsegmentation,mtar
getingm andmpositioning,mandmhowmtomselectmthembestmtargetmmarkets
LearningmOutcome:m 13:mDescribemtheminfluencemofmsocialmclassmandmeconomicsmclassmonm
consumerm behavior
AACSB:m Applicationmofmknowledge




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8) Consumers'mcharacteristicsmcanmbemclassedmasmeithermbehavioralmormcognitive.mInmthismco
ntext,m behavioralmdatamcanmbemdeterminedmfrommdirectmquestioningmandmcategorizedmbymam
singlemobjectivem measure.mExamplesmofmbehavioralmdatamincludem .
A) demographics,m gender,m andm benefitsm wanted
B) usagemrate,mlevelmofm involvement,mandmpsychographics
C) personalitymtraits,m lifestyles,m andm familymlifem cycle
D) education,mquantitymofm productmpurchased,m andmgender
E) levelmofminvolvement,mawarenessmofmproductmalternatives,mandmbenefitsm
wantedm Answer:m D
Diff:m3
Skill:m Concept
LearningmObj:m 2.2:mTomunderstandmthembasesmusedmtomsegmentmconsumers,mincludingm de
mographics,mpsychographics,mproductmbenefitsmsought,mandmproductmusage-
relatedmfactors.m LearningmOutcome:m 1:mDefinemconsumermbehaviormandmdescribemitsminflu
encemonmmarketingm practices
AACSB:m Analyticalmthinking

9) Consumers'mcharacteristicsmcanmbemclassedmasmeithermbehavioralmormcognitive.mInmthismco
ntext,m cognitivemfactorsmaremabstract,mcanmbemdeterminedmonlymthroughmmoremcomplexmpsy
chologicalmandm attitudinalmquestioning,mandmgenerallymhavemnomsingle,muniversalmdefinition
s.mExamplesmofm cognitivemfactorsmincludem .
A) demographics,m gender,m andm benefitsm wanted
B) usagemrate,mlevelmofm involvement,mandmeducation
C) personalitym traits,m lifestyles,m andm gender
D) education,musagem situation,m andm socialm class
E) culturalmvalues,mpersonalitymtraits,mandmbenefitsmso
ughtm Answer:m E
Diff:m3
Skill:m Concept
LearningmObj:m 2.2:mTomunderstandmthembasesmusedmtomsegmentmconsumers,mincludingm de
mographics,mpsychographics,mproductmbenefitsmsought,mandmproductmusage-
relatedmfactors.m LearningmOutcome:m 1:mDefinemconsumermbehaviormandmdescribemitsminflu
encemonmmarketingm practices
AACSB:m Analyticalmthinking




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