Q1: Name and briefly describe the four sets of consumer characteristics described in this chapter that singularly or in combination influence what people consume and how they respond to marketing communications. Q2: Explain the VALS classification model. Name and describe two categories of consumers from this model, the best way to promote to each category youve chosen, and the types of products and services that would most likely be purchased by members in each of those categories. Q3: Explain the concept of geodemographic targeting and how it is being used in todays marketplace Q4: There are indications that baby boomers are retaining many of their more youthful consumption habits. Which industries would be the most influenced by this phenomenon? Discuss how marketing strategies would be impacted Q5: The Bureau of the Census divides people 55 and older into three distinct segments. Name and describe these segments, and discuss why these groups of consumers are significant for marketers. Q6: Discuss the differences between the African American population and the general population that makes this segment attractive for many companies. How would these factors influence the development of promotional campaigns targeted to African Americans? Q7: What is segment effectiveness? List and explain the criteria one can use to determine segment effectiveness. Q8: Discuss three ethical issues in advertising. Q9: Name and describe three tests marcom professionals can apply to deal with ethical dilemmas. Q10: Discuss the costs and benefits of regulation and who pays for or receives each, respectively. When is regulation justified? Q11: Compare and contrast the FTCs deceptive advertising and unfair advertising policies, and give an example of each type of advertisement. Q12: Discuss the self-regulation of advertising that occurs before and after an ad appears in the media. Q13: Discuss the three types of green advertising appeals and provide an example of each. Q14: List and describe the four general recommendations given to marcom practitioners for making appropriate environmental claims.