Which of the following is the most plausible target

47. Which of the following is the most plausible target audience when the main
marketing objective is to increase market share?
A. New category users
B. Brand loyals
C. Other brand loyals
D. Other brand switchers
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Belch - Chapter 05 #47
Blooms: Understand
Difficulty: Moderate
Learning Objective: 05-03 Evaluate the options for setting behavioural objectives and apply them when constructing a promotional
plan.
48. Which of the following is the most plausible target audience when the main
marketing objective is to increase sales volume?
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Belch - Chapter 05 #48
Blooms: Understand
Difficulty: Moderate
Learning Objective: 05-03 Evaluate the options for setting behavioural objectives and apply them when constructing a promotional
plan.

49. Which of the following behavioural objectives is more likely to be selected when a
firm plans to increase its profit?
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Belch - Chapter 05 #49
Blooms: Understand
Difficulty: Moderate
Learning Objective: 05-03 Evaluate the options for setting behavioural objectives and apply them when constructing a promotional
plan.
50. Sprite soft drink sponsored "Flowrider" surfing exhibits at major summer events,
offering free samples of their new citrus flavour to consumers who attended. The
behavioural objective behind this campaign was:
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Belch - Chapter 05 #50
Blooms: Analyze
Difficulty: Moderate
Learning Objective: 05-03 Evaluate the options for setting behavioural objectives and apply them when constructing a promotional
plan.
51. Campbell's Soup aired TV commercials and ran magazine ads featuring recipes "just
like Mom used to make." The behavioural objective behind this campaign was:
A. brand re-trial
B. repeat purchase
C. purchase intent
D. brand switching
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Belch - Chapter 05 #51
Blooms: Analyze
Difficulty: Moderate
Learning Objective: 05-03 Evaluate the options for setting behavioural objectives and apply them when constructing a promotional
plan.

52. Shahida Rampal owns a neighbourhood restaurant specializing in foods from her
native India. Her research has shown that consumers in the area come to her restaurant
2 or 3 times a year, along with their visits to 4 or 5 other establishments nearby. She
would like to entice these consumers to visit her restaurant at least one extra time over
the course of a year. Her behavioural objective could be described as:
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Belch - Chapter 05 #52
Blooms: Analyze
Difficulty: Moderate
Learning Objective: 05-03 Evaluate the options for setting behavioural objectives and apply them when constructing a promotional
plan.