1) After Toyota found a number of consumer types that might be interested in the Scion, including teens, college students, urban youth, and young adults in their early 20s, it began the second step in the market segmentation process. This step, in which the different small segments are combined, is known as
decomposing.
flattening.
identifying.
aggregating.
slicing.
2) The global market of 18- to 25-year-olds represented the target market for Scion. Advertising to this group required reaching a group of consumers known as the
target audience.
mass audience.
business market.
consumer market.
daytime audience.
3) 18-year-olds living in California and 24-year-olds living in Tokyo don't always have much in common. Toyota, through its research, knew that one attribute common to most members of the target market was an interest in individuality. Discovering this is an example of
trait matching.
selective perception.
finding a shared characteristic.
a unique selling proposition.
message vulnerability.
4) The Scion is a car that strikes many older consumers as unattractive. To many younger consumers, however, it looks rebellious, is inexpensive, and can easily be customized. Identifying the market segment that seeks these desired qualities is a way of segmenting via
volume segmentation.
purchase occasion.
geographics.
user status.
benefits sought.
5) The Scion product concept came from the observation that many West Coast youth were attracted to low-cost cars such as the Honda Civic and the Toyota Corolla, which they purchased and then customized. This consumer behavior is much less common among East Coast youth. Knowing this, Toyota might wish to further segment its market on the basis of
benefit segmentation.
volume segmentation.
purchase-occasion variables.
user-status variables.
geographic segmentation.
6) Messages in Scion's promotional campaign emphasized individuality and nonconformity. These messages were supported by a host of accessories available for the brand that allowed consumers to make their car totally unique. In psychographic terms, Scion assumed that a primary motivation of its target market is
achievement.
ideals.
innovation.
resources.
self-expression.
7) Scion's research team speaks with 5 consumers about the brand. Which one of the 5 represents the type of consumer that Scion should spend most of its promotional dollars on?
Paula drives a used Scion. When she needs another car, she'll buy another used Scion to save money.
Ed loves both the Scion xB and Honda Civic. When he makes up his mind, he'll pay full price for one.
Theresa likes another Toyota brand, Lexus, which sells for over $40,000.
Dennis liked a Scion ad, but was disappointed when he test drove the car.
Kim owns a Scion xB that she bought last year. She loves her car and will buy another at some point.