Chapter 5 Test Bank + Answers + Segmenting, Evaluating, And

CHAPTER 5 Segmenting, Evaluating, and Selecting Target Audiences

Type: E

1. What are the major benefits of selecting a Target Audience for your effort?

a. Increased Effectiveness, Increased Efficiency, Input for Resource Allocation and Input for Developing Strategies

For each of the following, which one variable does not “belong” in that category?

2. Demographic

a. Age

b. Nationality

c. Social Class

d. Gender

e. Religion

3. Geographic

a. Country

b. Generation

c. Density

d. Climate

4. Psychographic

a. Lifestyle

b. Values

c. Personality

d. Attitude toward Product

e. Religion

5. Behavior-related

a. Occasion for usage

b. Readiness stage

c. Family life cycle

e. Termination

6.Stage of change

a. Precontemplation

b. Contemplation

c. Preparation

d. Action

e. Loyalty status

f. Maintenance

g. Termination

Consider a Social Marketing effort to influence physical activity.

Type: E

7. What is one potential demographic segment you might target?

a. Age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, nationality

Type: E

8. What is one potential geographic segment you might target?

a. Urban, rural, neighborhood, housing complex, zipcode, city, county, workplace

Type: E

9. What is one potential psychographic segment you might target?

a. Compulsive, outgoing, authoritarian, Achiever, Belongers, Thinkers, Experiencers, Believers, Survivors, Makers, Strivers, Innovators

Type: E

10. What is a potential behavior-related segment you might target?

a. Exercise less than the recommended amount, No regular physical activity,

Type: E

11. What Stage of Change would you target?

a. Precontemplators, Contemplators, Preparation, Action, Maintenance

Describe each of the three major segments below:

Type: E

12. The Show Me Group

a. Just need someone to show them what do to be healthy, prevent injuries, protect the environment, and contribute to their communities. Information and education are typically all it takes.

Type: E

13. The Help Me Group

a. Have some interest in doing the behavior, or at best are not opposed to it. But they have barriers to action and need products and need more than information and education. They need services, incentives and/or convenient access.

Type: E

14. The Make Me Group

a. Aren’t at all interested in doing the behavior, and most likely won’t unless we pass and enforce laws and fines.

Type: E

15. Which one is typically the largest?

a. Help Me

Type: E

16. Which one should social marketers concentrate on?

a. Help Me

For the Stages of Change Segments, assume they were all equal in size.

Type: E

17. Which one would you target to get increased numbers of people who have adopted the recommended behavior?

a. Preparation or In Action

Type: E

18. Why?

a. They have already decided they are interested in the behavior

For an effort to influence shoreline property owners to plant native plants:

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19. What is an example of a downstream target audience?

a. Homeowners

Type: E

20. What are two potential midstream audiences?

a. Neighbors, Homeowners Associations, Media, Well Known Gardening Celebrities

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21. What are two potential upstream audiences?

a. Nurseries, Landscaping Firms, Municipalities, Home supply stores

Relative to the Marketing Highlight for Increasing Alternative Transportation in Portland, Oregon:

Type: E

22. What was the primary segmentation variable used to identify the target audience?

a. Behavioral or Life Stage or Life Cycle or New movers

Type: E

23. What other variable determined strategies employed?

a. Geographics (what part of town they lived in)

Relative to the Research Highlight:

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24. What segmentation variable did the authors of the case use to label the three groups: The Safe Responsibles, The Stoic Individualists, The Thrill-Seeking Socializers.

a. Pyschographic