Exam 3: Consumer Behaviour Concepts and Target Marketing

Explain the relationship between needs and motives with respect to marketing and advertising activity.

A laundry detergent commercial that compares one brand's cleaning performance to another is an example of

A decision to purchase insurance could be motivated by this need in Maslow's hierarchy.

Volkswagon's advertisement delivering a message of protection and security to new parents focuses on which type of needs?

Research indicates high-end products, such as those by Mercedes-Benz, appeal primarily to which age group?

It is unrealistic to assume that the initial position that a brand adopts will remain the same throughout its life cycle.

Mark's Work Wearhouse changed their name to Mark's and now uses more women in their advertising. Use of a single marketing strategy for both sexes is termed

Esteem needs are addressed in commercials that portray people in successful business roles-for example, an executive driving a BMW or Porsche.

Rumble is a milkshake-style drink that offers nutritional benefits perceived as superior to its competitors. This is an application of

The ethnic market is growing. Wal-Mart is a leader in reaching these markets by running television commercials that feature

The role you play with yourself, such as that of an athlete, musician or writer, is a reflection of your self-image.

Why should advertisers pay more attention to communicating with Canadian women?

Numerous advertising examples can be cited to demonstrate advertising applications of Maslow's need theory; for example, safety needs are used to motivate people to purchase retirement savings plans.

Do all people respond to all marketing communications activity? Why or why not?

In crowded markets, where competing products are perceived as similar by the target market, a lifestyle positioning strategy is effective.

How do companies apply market positioning principles?

When advertisers create market segments based on purchase history, they are using

How important to marketers are the prevailing attitudes of their target audiences?

The ability of a company to target specific customers is based on the concept of

Self-concept theory states that the self has four components. These are