In a short essay, discuss the challenges and advantages that new communication technologies have

created for marketers?

Answer: Through the Internet and related technologies, people can now interact in direct and surprisingly
personal ways with large groups of others, from neighbors within a local community to people across the
world. With communication technologies such as e-mail, blogs, Web sites, online communities, and
online social networks, today's marketers incorporate interactive approaches that help build targeted, two-
way customer relationships. Marketers can create deeper consumer involvement and a sense of
community surrounding a brand, making a brand a meaningful part of consumers' conversations and lives.
However, while new communication tools create relationship-building opportunities for marketers, they
also create challenges. They give consumers a greater voice, and therefore greater power and control in the
marketplace. Today's consumers have more information about brands than ever before, and they have a
wealth of platforms for airing and sharing their brand views with other consumers. This benefits
companies when views of its products are positive, but can be damaging when customers share stories of
negative experiences with a company's products.

In a short essay, differentiate between the basic marketing intermediaries.

Answer: These groups help the company to promote, sell, and distribute its goods and services to final
buyers. Resellers are distribution channel firms that help the company find customers or make sales to
them. Physical distribution firms help the company to stock and move goods from their points of origin to
their destinations. Marketing service agencies are the marketing research firms, advertising agencies,
media firms, and marketing consulting firms that help the company target and promote its products to the
right markets. Financial intermediaries include banks, credit companies, insurance companies, and other
businesses that help finance transactions or insure against the risks associated with the buying and selling
of goods.

Describe how marketers use multiple-segmenting bases to their advantage.

Answer: Marketers rarely limit their segmenting analysis to only one or a few variables. Instead, they use
multiple segmentation bases in an effort to identify smaller, better-defined target groups of consumers who
share likes, dislikes, lifestyles, and purchase behaviors. Companies often begin by segmenting their markets
using a single base, and then expand using other bases.

Each person's distinct personality influences his or her buying behavior. Personality is usually
described in terms of traits. What are these traits, and how do they affect the way people purchase
items? Give at least one example.

Definition Personality is described in terms of traits such as self-confidence, dominance, sociability,

autonomy, defensiveness, adaptability, and aggressiveness. Personality can be useful in analyzing
behavior for certain products. Consumers are likely to choose brands with personalities that match their
own. For example, someone with a sophisticated personality might be attracted to a more sophisticated
product, such as a BMW, while someone with a more rugged personality might be attracted to a more
rugged product, such as a Jeep