Checkpoint

CHECKPOINT

1. List the three most important nonpersonal influences on consumer behavior and how they apply to consumers. (Points : 5)

Question 2. 2. Describe the basic consumer decision process model displayed in the text. Be sure to include any processes that precede the actual decisions made by consumers. (Points : 5)

Question 3. 3. What are the two steps that make up the market segmentation process? (Points : 5)

Question 4. 4. List three products for which marketers would be likely to use benefit segmentation. Describe a current promotion that uses benefit segmentation. Be sure to define any terms you use. (Points : 5)

Question 5. 5. Define marketing research. (Points : 5)

Question 6. 6. List the five basic steps in the marketing research process. (Points : 5)

Question 7. 7. Read Ad-Lab 6-A in your textbook. You may want to visit a store with a wide variety of magazines or look through your own magazine rack for ideas. Answer the following two Laboratory Application questions.

Come up with a market segment that you think would be fun to work with. What five products could you market?

Do you think Reinemer's dog specialties would work in the marketplace today? Which ones would you suggest? (Points : 5)

Question 8. 8. Read Ad-Lab 4-A in your textbook. You may want to visit the library to have access to a wider variety of newspapers. Answer the following two Laboratory Application questions.

Look through today's edition of a daily paper in your city. Identify two ads that can qualify as co-op. Do the ads fit both the store's image and the manufacturer's image? Explain.

A store may develop its own ad and drop in the manufacturer's logo, or it may take an ad created by the manufacturer and simply add the store's location. Which are your two ads? (Points : 5)