What factor of the targeting process is at work when a marketer ensures that the target market is appropriate for what the organization is and wants to be as defined in its mission statement?     strategic fit     cultural awareness     organizational fit     segment harmony     growth potential

Chapter 4 discusses generational groups. Which ofthese segments is Coca-Cola targeting with “Share aCoke” and why?

Personal Value is defined as “an enduring belief that a specific mode of conduct or end-state or outcome is desirable or good.” Lifestyles are consumers’ modes of living as reflected in their activity, interests, and opinions. Psychographics, on the other hand, involves the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market and their reason to make a particular decision about a product. a) Discuss the most frequently used measuring instruments of lifestyle-The Rokeach Value Survey (RVS) and the List of Values (LOV); b) Determinants of Life Style & its behavioral impacts; c) Discuss Values, Attitudes and Lifestyles (VALS) framework.

Which research technique provides insights into how ads work at a general cultural level?     Myth analysis     Content analysis     Political analysis     Historical analysis