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.

The correct answers are :

1. e. Anthropology

2. b. Differentiated targeting/marketing

3. d. Accessibility

Explanation :

1)

• Economics is a social science concerned with the production, distribution, and consumption of goods and services. not relevent in this case.
• Psychology is the study of mind and behavior. not relevent in this case.
• Social psychology is the scientific study of how the thoughts, feelings, and behaviors of individuals are influenced. not relevent in this case.
• Sociology is the study of social life, social change, and the social causes and consequences of human behavior. not relevent in this case.
• Anthropology is the study of culture and society. Hence it is the correct option.

2)

• Mass marketing is a market strategy in which a firm decides to ignore market segment differences and appeal the whole market
• Differentiated targeting/marketing marketing is a process that occurs when an organization simultaneously pursues several different market segments. Hence it is the correct option
• Behavioral targeting is a marketing method that uses web user information to strengthen advertising campaigns.
• Concentrated targeting/marketing strategy is targeted to one specific market segment or audience.
• Segmentation is the strategy to divide the target market into smaller people segments sharing common characteristics. .

3)

• Identification: You should have some way of deciding who falls into what segment.
• Sufficiency: Segments should be large enough to make segmentation worthwhile.
• Stability: Segments should not be constantly changing.
• Accessibility: Marketers should be able to reach segments once they have identified them.        As Amazon.com is developing new brick-and-mortar stores and using television and radio, this way they are reaching consumers across different channels increasing their business. Hence accessibility is the correct option.
• Congruency: Segmentation should be consistent with the company’s objectives or resources.