Solutions Manual for Consumer Behavior Building Marketing Strategy 14th Edition by David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser

,DOWNLOAD THE Test Bank for Consumer Behavior 12th Edition Schiffman
k k k k k k k k k




ConsumerkBehavior,k12ek(Schiffman/Wisenblit)
Chapterk2k k MarketkSegmentationkandkReal-TimekBidding

1) Thekprocesskofkdividingkakmarketkintokdistinctksubsetskofkconsumerskwithkcommonkneedskorkc
haracteristicskiskknownkask .
A) targetkmarketing
B) marketksegmentation
C) consumerkbehavior
D) thekmarketingkconcept
E) marketkevaluation
kAnswer:k B

Diff:k1
Skill:k Concept
LO:k 2.1:kTokunderstandkhowktoksegmentkmarketskalongkdemographics,klifestyles,kproductkbe
nefitskandkusage,kandkmediakexposure.
AACSB:k Reflectivekthinking

2) QantaskAirlinesktargetskfourkdistinctksegments:kcoachkpassengers,kpremiumkeconomy,kbusinessk
andkfirstkclass,kandkusesk
tokclearlykdifferentiatekbetweenkthekoptionsktargetedkatkeachksegment.
A) positioning
B) behavioralktargeting
C) geographicksegmentation
D) reversektargeting
E) countersegmentation
kAnswer:k A

Diff:k2
Skill:k Application
LO:k 2.1:kTokunderstandkhowktoksegmentkmarketskalongkdemographics,klifestyles,kproductkbe
nefitskandkusage,kandkmediakexposure.
AACSB:k Applicationkofkknowledge

3) Thek
ofkakproductkorkservicekiskthekprocesskbykwhichkakcompanykcreateskakdistinctkimagekandkidenti
tykforkitskproducts,kservices,kandkbrandskinkconsumers'kminds.
A) segmentation
B) target
C) positioning
D) psychographickinventory
E) concentratedkmarketingkstrategyk
Answer:k C
Diff:k1
Skill:k Concept
LO:k 2.1:kTokunderstandkhowktoksegmentkmarketskalongkdemographics,klifestyles,kproductkbe
nefitskandkusage,kandkmediakexposure.
AACSB:k Reflectivekthinking

1
Copyrightk©k2019kPearsonkEducation,kInc.
mynursytest.store

,DOWNLOAD THE Test Bank for Consumer Behavior 12th Edition Schiffman
k k k k k k k k k




4) WhichkofkthekfollowingkiskNOTkonekofkthekcharacteristicskofkankeffectivektarget?
A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruentkwithkthekmarketer'skobjectiveskandkresourcesk
Answer:k D
Diff:k1
Skill:k Concept
LO:k 2.2:kTokunderstandkhowktokidentify,kselect,kandkreachktargetkmarkets.kAACSB:
k Reflectivekthinking




5) AkfinancialkfirmkadvertisingkinkthekWallkStreetkJournalkshouldkusekwhichkdatabasektokdeterminek
whichkgeographickareaskofkthekcountrykincludeksubstantialknumberskofktheirkBusinesskClassksegmen
t?
A) NielsenkMyBestSegments
B) VALS
C) PRIZM
D) NielsenkNetRatings
E) MagazinekReaderskIndexk(MRI)k
Answer:k C
Diff:k3
Skill:k Application
LO:k 2.2:kTokunderstandkhowktokidentify,kselect,kandkreachktargetkmarkets.kAACSB:
k Applicationkofkknowledge




6) Consumers'kcharacteristicskcankbekclassifiedkaskeitherkbehavioralkorkcognitive.kInkthiskcontext,k
behavioralkdatakcankbekdeterminedkfromkdirectkquestioningkandkcategorizedkbykaksinglekobjectivek
measure.kExampleskofkbehavioralkdatakincludek .
A) demographics,kgender,kandkbenefitskwanted
B) usagekrate,klevelkofkinvolvement,kandkpsychographics
C) personalityktraits,klifestyles,kandkfamilyklifekcycle
D) education,kquantitykofkproductkpurchased,kandkgender
E) levelkofkinvolvement,kawarenesskofkproductkalternatives,kandkbenefitskwantedk
Answer:k D
Diff:k3
Skill:k Concept
LO:k 2.1:kTokunderstandkhowktoksegmentkmarketskalongkdemographics,klifestyles,kproductkbe
nefitskandkusage,kandkmediakexposure.
AACSB:k Analyticalkthinking




2
Copyrightk©k2019kPearsonkEducation,kInc.
mynursytest.store

, DOWNLOAD THE Test Bank for Consumer Behavior 12th Edition Schiffman
k k k k k k k k k




7) Consumers'kcharacteristicskcankbekclassedkaskeitherkbehavioralkorkcognitive.kInkthiskcontext,kco
gnitivekfactorskarekabstract,kcankbekdeterminedkonlykthroughkmorekcomplexkpsychologicalkandkatti
tudinalkquestioning,kandkgenerallykhaveknoksingle,kuniversalkdefinitions.kExampleskofkcognitivekf
actorskincludek .
A) demographics,kgender,kandkbenefitskwanted
B) usagekrate,klevelkofkinvolvement,kandkeducation
C) personalityktraits,klifestyles,kandkgender
D) education,kusageksituation,kandksocialkclass
E) culturalkvalues,kpersonalityktraits,kandkbenefitsksoughtk
Answer:k E
Diff:k3
Skill:k Concept
LO:k 2.1:kTokunderstandkhowktoksegmentkmarketskalongkdemographics,klifestyles,kproductkbe
nefitskandkusage,kandkmediakexposure.
AACSB:k Analyticalkthinking

8) Consumers'kcharacteristicskcankbekclassedkaskeitherkconsumer-intrinsickorkconsumption-
kspecific.kInkthiskcontext,kconsumer-

intrinsickfeatureskstemkfromkthekconsumer'skphysical,ksocial,kandkpsychologicalkcharacteristics.kE
xampleskofkconsumer-intrinsickfeatureskincludek .
A) demographics,kgender,kandkbenefitsksought
B) usagekrate,klevelkofkinvolvement,kandkpsychographics
C) personalityktraits,kculturalkvalues,kandkincome
D) education,kconsumption-specifickattitudes,kandksocialkclass
E) attitudeskregardingkshopping,kawarenesskofkproductkalternatives,kandkbenefitskwantedk
Answer:k C
Diff:k3
Skill:k Concept
LO:k 2.1:kTokunderstandkhowktoksegmentkmarketskalongkdemographics,klifestyles,kproductkbe
nefitskandkusage,kandkmediakexposure.
AACSB:k Analyticalkthinking

9) Consumers'kcharacteristicskcankbekclassedkaskeitherkconsumer-intrinsickorkconsumption-
kspecific.kInkthiskcontext,kconsumption-

specifickfeatureskarekattitudeskandkpreferencesktowardkspecifickproductskorkbuyingksituations.k
Exampleskofkconsumption-specifickfeatureskinclude
.
A) demographics,kgender,kandkbenefitsksought
B) attitudesktowardkshopping,kbenefitsksoughtkinkproducts,kandkfrequencykofkleisurekactivities
C) personalityktraits,klifestyles,kandkincome
D) education,kusageksituation,kandkgender
E) personalityktraits,kawarenesskofkproductkalternatives,kandkattitudesktowardkpoliticalkissuesk
Answer:k B
Diff:k3
Skill:k Concept
LO:k 2.1:kTokunderstandkhowktoksegmentkmarketskalongkdemographics,klifestyles,kproductkbe
nefitskandkusage,kandkmediakexposure.
3
Copyrightk©k2019kPearsonkEducation,kInc.
mynursytest.store