Hispanic culture

136. Miriam purchased a new car last month, but she continues to look at advertising for cars and notes how many other cars like hers are on the road. When a news article came out the other day indicating problems with the transmission noted by owners of her make of car, Miriam took that to mean that all types of cars in that class can have those problems, not just hers. She even sought out a Consumer Reports article that pointed out that the car she purchased was rated highly on reliability. What is Miriam experiencing?

137. Explain why the Hispanic culture is of great interest to marketers in the United States.

138. How might geographic shifts in population impact marketers?

139. Why might marketers want to target segments of the population based on lifestyles rather than age groups?

140. Explain how the VALS system categorizes consumers.

The difference between “Survivors” and “Innovators” is that “Survivors” have much lower resources than the “Innovators.”

136.Explain the perceptions of consumers that presented a marketing challenge to the Dove brand.

137.For years, the U.S. Army has used an advertising campaign stressing that you can “Be all you can be.” What is the rationale behind this campaign?

138.What is the difference between a consumer's need and a want?

139.Miriam purchased a new car last month, but she continues to look at advertising for cars and notes how many other cars like hers are on the road. When a news article came out the other day indicating problems with the transmission being noted by owners of her make of car, she took that to mean that all types of cars in that class can have those problems, not just hers. She even sought out a Consumer Reports article that pointed out that the car she purchased was rated highly on reliability. What is Miriam experiencing?

140.Explain the resource dimension of the VALS system and compare the “Survivors” and “Innovators” categories of the VALS system in regard to resources.

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