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Question
GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday. He knows she will expect the "perfect" gift. He feels like boyfriends are "supposed" to get their girlfriends jewelry or perfume. His older sister recommends a necklace or earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff for himself and he "deserves it."In the GIFT MINI CASE, when Winston buys a watch for himself as a self-gift, this is known as ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer
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Related questions
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The family life cycle is a classification of the phases most families go through and each stage represents an important target segment to many marketers.
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Demographic variables can reveal ongoing trends that signal business opportunities, such as shifts in age and income distribution.
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Targeting is the process of dividing a market into subsets of consumers with common needs or characteristics.
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MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum. Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000. Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55. Surveys suggest that these younger adults would use the museum more frequently, but do not have enough time due to the demands of their children and families. In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age. In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members. The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and caf. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
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In the MUSEUM MINI CASE, the museum's approach to promoting its new children's programming is best described as ________.
A) countersegmentation
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