1) Consumer behavior draws on a number of different disciplines, including _____, which allows consumer researchers to understand how culture and subculture affect consumer behavior, as well as cross-cultural differences in consumer behavior

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1) Consumer behavior draws on a number of different disciplines, including _____, which allows consumer researchers to understand how culture and subculture affect consumer behavior, as well as cross-cultural differences in consumer behavior.

a.         Economics

b.         Psychology

c.          Social psychology

d.         Sociology

e.         Anthropology

2) Delta Airlines targets four distinct segments: coach passengers, premium economy passengers, business class, and first class passengers. The airline targets each segment separately with a marketing mix tailored to each segment. This is an illustration of this targeting strategy.

a.         Mass marketing

b.         Differentiated targeting/marketing

c.          Behavioral targeting

d.         Concentrated targeting/marketing

e.         Segmentation

3) Amazon.com is developing new brick-and-mortar stores and using television and radio, in addition to the Internet, to communicate with consumers. When it comes to the criteria for effective targeting, Amazon.com is taking into account this criterion for effective targeting of market segments.

a.         Identification: You should have some way of deciding who falls into what segment.

b.         Sufficiency: Segments should be large enough to make segmentation worthwhile.

c.          Stability: Segments should not be constantly changing.

d.         Accessibility: Marketers should be able to reach segments once they have identified them.

e.         Congruency: Segmentation should be consistent with the company’s objectives or resources.