Consumer Behavior download full

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Consumer Behavior, 11e (Schiffman/Kanuk)

Chapter 2 Segmentation, Targeting and Positioning

1) The process of dividing a market into distinct subsets of consumers with common needs or

characteristics is known as ________.

A) target marketing

B) market segmentation

C) mass marketing

D) the marketing concept

E) market evaluation

Answer: B

Diff: 1

Skill: Concept

Learning Obj: 2.1: To understand the interrelationships among market segmentation, targeting

and positioning, and how to select the best target markets

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Reflective thinking

2) Qantas targets four distinct segments: coach passengers, premium economy, business and first

class, and uses ________ to clearly differentiate between the options targeted at each segment.

A) positioning

B) behavioral targeting

C) geographic segmentation

D) reverse targeting

E) countersegmentation

Answer: A

Diff: 2

Skill: Application

Learning Obj: 2.1: To understand the interrelationships among market segmentation, targeting

and positioning, and how to select the best target markets

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Application of knowledge

download full file at http://testbankcafe.com

3) The ________ of a product or service is the process by which a company creates a distinct

image and identity for its products, services and brands in consumers’ minds.

A) segmentation

B) target

C) positioning

D) psychographic inventory

E) concentrated marketing strategy

Answer: C

Diff: 1

Skill: Concept

Learning Obj: 2.1: To understand the interrelationships among market segmentation, targeting

and positioning, and how to select the best target markets

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Reflective thinking

4) Most marketers prefer to target consumer segments that are relatively ________.

A) small

B) stable in terms of consumption patterns

C) unpredictable

D) inaccessible

E) expensive to pursue

Answer: B

Diff: 1

Skill: Concept

Learning Obj: 2.1: To understand the interrelationships among market segmentation, targeting

and positioning, and how to select the best target markets

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Reflective thinking

5) Peter wants to segment the target audience for his frozen yogurt shop based on benefits

sought. Unlike demographic variables, the benefits sought variable is difficult to measure, so it is

not as ________.

A) profitable

B) stable in terms of consumption patterns

C) identifiable

D) inaccessible

E) expensive to pursue

Answer: C

Diff: 2

Skill: Application

Learning Obj: 2.1: To understand the interrelationships among market segmentation, targeting

and positioning, and how to select the best target markets

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Application of knowledge

download full file at http://testbankcafe.com

6) Which of the following is NOT one of the characteristics of an effective target?

A) identifiable

B) sizeable

C) reachable

D) inaccessible

E) congruent with the marketer’s objectives and resources

Answer: D

Diff: 1

Skill: Concept

Learning Obj: 2.1: To understand the interrelationships among market segmentation, targeting

and positioning, and how to select the best target markets

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Reflective thinking

7) Perry & Swift — an investment management firm — used the 2001 P$YCLE Segmentation

System, which is part of a database entitled ________.

A) Nielsen MyBestSegments

B) VALS

C) PRIZM

D) Nielsen NetRatings

E) Magazine Readers Index (MRI)

Answer: A

Diff: 3

Skill: Application

Learning Obj: 2.1: To understand the interrelationships among market segmentation, targeting

and positioning, and how to select the best target markets

Learning Outcome: 13: Describe the influence of social class and economics class on consumer

behavior

AACSB: Application of knowledge

download full file at http://testbankcafe.com

8) Consumers’ characteristics can be classed as either behavioral or cognitive. In this context,

behavioral data can be determined from direct questioning and categorized by a single objective

measure. Examples of behavioral data include ________.

A) demographics, gender, and benefits wanted

B) usage rate, level of involvement, and psychographics

C) personality traits, lifestyles, and family life cycle

D) education, quantity of product purchased, and gender

E) level of involvement, awareness of product alternatives, and benefits wanted

Answer: D

Diff: 3

Skill: Concept

Learning Obj: 2.2: To understand the bases used to segment consumers, including

demographics, psychographics, product benefits sought, and product usage-related factors.

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Analytical thinking

9) Consumers’ characteristics can be classed as either behavioral or cognitive. In this context,

cognitive factors are abstract, can be determined only through more complex psychological and

attitudinal questioning, and generally have no single, universal definitions. Examples of

cognitive factors include ________.

A) demographics, gender, and benefits wanted

B) usage rate, level of involvement, and education

C) personality traits, lifestyles, and gender

D) education, usage situation, and social class

E) cultural values, personality traits, and benefits sought

Answer: E

Diff: 3

Skill: Concept

Learning Obj: 2.2: To understand the bases used to segment consumers, including

demographics, psychographics, product benefits sought, and product usage-related factors.

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Analytical thinking

download full file at http://testbankcafe.com

10) Consumers’ characteristics can be classed as either consumer-intrinsic or

consumption-specific. In this context, consumer-intrinsic features stem from the consumer’s

physical, social, and psychological characteristics. Examples of consumer-intrinsic features

include ________.

A) demographics, gender, and benefits sought

B) usage rate, level of involvement, and psychographics

C) personality traits, cultural values, and income

D) education, consumption-specific attitudes, and social class

E) attitudes regarding shopping, awareness of product alternatives, and benefits wanted

Answer: C

Diff: 3

Skill: Concept

Learning Obj: 2.2: To understand the bases used to segment consumers, including

demographics, psychographics, product benefits sought, and product usage-related factors.

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Analytical thinking

11) Consumers’ characteristics can be classed as either consumer-intrinsic or

consumption-specific. In this context, consumption-specific features are attitudes and

preferences toward specific products or buying situations. Examples of consumption-specific

features include ________.

A) demographics, gender, and benefits sought

B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities

C) personality traits, lifestyles, and income

D) education, usage situation, and gender

E) personality traits, awareness of product alternatives, and attitudes toward political issues

Answer: B

Diff: 3

Skill: Concept

Learning Obj: 2.2: To understand the bases used to segment consumers, including

demographics, psychographics, product benefits sought, and product usage-related factors.

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Analytical thinking

download full file at http://testbankcafe.com

12) In reference to consumer characteristics, ________ can be determined from direct

questioning or observation and categorized by a simple objective measure, whereas ________

are abstract and can be determined only through more complex psychological and attitudinal

questioning.

A) consumption-based features; consumer-intrinsic features

B) behavioral data; cognitive data

C) product-specific features; consumption-based features

D) cognitive data; behavioral data

E) consumer-intrinsic features; consumption-based features

Answer: B

Diff: 2

Skill: Concept

Learning Obj: 2.2: To understand the bases used to segment consumers, including

demographics, psychographics, product benefits sought, and product usage-related factors.

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Reflective thinking

13) Another term for psychographic characteristics is ________.

A) age

B) lifestyles

C) benefits sought

D) use-situation factors

E) use-related factors

Answer: B

Diff: 1

Skill: Concept

Learning Obj: 2.2: To understand the bases used to segment consumers, including

demographics, psychographics, product benefits sought, and product usage-related factors.

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Reflective thinking

14) Age, gender, and income are bases of which of the following types of segmentation?

A) geographic segmentation

B) sociocultural segmentation

C) benefit segmentation

D) demographic segmentation

E) psychological segmentation

Answer: D

Diff: 1

Skill: Concept

Learning Obj: 2.2: To understand the bases used to segment consumers, including

demographics, psychographics, product benefits sought, and product usage-related factors.

Learning Outcome: 1: Define consumer behavior and describe its influence on marketing

practices

AACSB: Reflective thinking

download full file at http://testbankcafe.com

15) ________ is/are defined by computing an index based on three quantifiable variables:

income, education and occupation.

A) Demographics

B) Social class

C) Psychographics

D) Personality traits

E) Sociocultural values

Answer: B

Diff: 1

Skill: Concept

Learning Obj: 2.2: To understand the bases used to segment consumers, including

demographics, psychographics, product benefits sought, and product usage-related factors.

Learning Outcome: 13: Describe the influence of social class and economics class on consumer

behavior

AACSB: Reflective thinking