Question

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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

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

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.

Answer 1

1. e. Anthropology

Anthropology is the study of culture and society. Ethnology (cultural anthropology) is related to research pertaining to cultural aspects. Socio-cultural anthropology is the study of cross cultures. Hence in this context, Anthropology is the appropriate answer to study or research the buying habits of consumers (consumer behavior) in relation to culture, subculture and cross-cultural contexts

2. e. Segmentation

Segmentation is the strategy to divide the target market into smaller people segments sharing common characteristics. In this case, Delta Airlines targets customers based on segmentation - coach passengers, premium economy passengers, business class, and first-class passengers

Delta Airlines is using demographic segmentation to divide their target market through the income variable to classify the customers as coach passengers, premium economy passengers, business class, and first-class passengers and target each demographic segment catering to their needs and interests

3. d. Accessibility

In this case, Amazon is using accessibility marketing to reach their customers in all possible ways – online, brick and mortar (physical locations) to reach their customer segments. Accessibility enables ease of contact with the customer segments through location or facility so that everyone gets the opportunity to buy the product, brand or service and enhances the process, communication, product and service to reach more customers through various channels leading to good business