Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 7 Segmenting and Targeting the Audience
1) Which of the following is NOT a step in the consumer decision process?
A) need recognition
B) cognitive dissonance
C) information search
D) postpurchase evaluation
E) purchase decision
2) ________ is the consumer decision-making stage in which brand communication helps sort
out products on the basis of tangible and intangible features.
A) Need recognition
B) Information search
C) Evaluation of alternatives
D) Risk perception
E) Adoption rate
3) Which of the following statements regarding business-to-business decision making is FALSE?
A) Businesses buy goods and services because they need ingredients for the products they
manufacture.
B) Businesses buy goods and services because they need those goods and services for their
business operations.
C) Quality is less important in business-to-business buying than in consumer buying.
D) Buying decisions are often made by committees rather than individuals.
E) The actual price of the purchased goods and services is negotiated by a buyer.
4) A shopper waiting in a supermarket checkout line decides to buy a candy bar. Which of the
following is most likely the path to the shopper’s decision?
A) think/do/feel
B) think/feel/do
C) feel/think/do
D) do/feel/think
E) feel/do/think
5) An invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She
decided she should have a much warmer coat. Donna was in which stage of the purchase
decision?
A) product evaluation
B) situational analysis
C) need recognition
D) problem screening
E) information search
6) Lexus works to keep customers happy after each sale, aiming to delight the customer in order
to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer decision
process?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase evaluation
7) In an advertisement for a local carpet retailer, a well-known radio personality explains how
the company solved his problem of replacing his old, stained carpet. Toward what part of the
consumer decision process was this ad aimed?
A) evaluation of alternatives
B) purchase decision
C) need recognition
D) brand loyalty
E) postpurchase evaluation
8) ________ describes how individuals or groups select, purchase, or use products, as well as the
needs and wants that motivate these behaviors.
A) Marketing
B) Consumption
C) Consumer behavior
D) Psychology
E) Segmentation
9) Which of the following is a social influence on consumer decision making?
A) state of mind
B) innovation
C) satisfaction
D) family
E) personality
10) Which of the following is a psychological influence on consumer decision making?
A) motivations
B) innovations
C) family
D) culture
E) brand relationships
11) ________ is made up of tangible items—such as art, literature, buildings, and music—and
intangible concepts–such as knowledge, laws, morals, and customs—that together define a group
of people or a way of life.
A) Society
B) Culture
C) Ethnicity
D) Behavior
E) Social class
12) The boundaries each culture establishes for “proper” behavior are called ________.
A) references
B) values
C) norms
D) subcultures
E) core values
13) ________ are simply rules learned through social interaction that specify or prohibit certain
behaviors.
A) Norms
B) References
C) Values
D) Attitudes
E) Motivations
14) Norms come from a culture’s ________, which represent underlying belief systems.
A) values
B) legal systems
C) social systems
D) social classes
E) education systems
15) An exciting life, equality, wisdom, self-respect, social recognition, a sense of
accomplishment, family security, and inner harmony are all examples of ________.
A) norms
B) culture
C) core values
D) behaviors
E) attitudes
16) The position you and your family occupy within your society is known as your ________.
A) subculture
B) culture
C) ethnic group
D) reference group
E) social class
17) Which of the following is NOT typically used to determine social class?
A) income
B) age
C) family prestige
D) occupation
E) education
18) Office rules, rigid work hours, and dress codes are all aspects of ________.
A) cross-cultural values
B) corporate culture
C) brand communities
D) cultural cohorts
E) reference groups
19) A ________ is a group of people an individual uses as a model for behavior in specific
situations.
A) subgroup
B) social class
C) reference group
D) normal group
E) cohort
20) Which of the following can be used to provide marketers with a deeper understanding of how
low-attention processing actually works and what motivates people into unconscious, intuitive
decision making?
A) microtargeting
B) niche marketing
C) neuromarketing
D) behavioral targeting
E) profile marketing
21) Which of the following is for many people the most important reference group because of its
formative role and the intensity of its relationships?
A) neighbors
B) teachers
C) family
D) employers
E) coworkers
22) According to the U.S. Census definition, a ________ consists of two or more people who are
related by blood, marriage, or adoption, and live in the same household.
A) subculture
B) family
C) household
D) reference group
E) normative group
23) A ________ consists of all those who occupy a dwelling, whether or not they are related.
A) subculture
B) family
C) household
D) reference group
E) normative group
24) The basic driving forces that motivate us to do something are called ________.
A) wants
B) desires
C) values
D) needs
E) attitudes
25) ________ are what we feel for more essential items, such as food and shelter; ________
occur when we desire or wish for something nonessential.
A) Needs; wants
B) Wants; needs
C) Primary needs; secondary needs
D) Acquired needs; primary needs
E) Innate wants; acquired wants
26) ________ needs are those we learn in response to our culture and environment and may
include needs for esteem, prestige, affection, power, and learning.
A) Innate
B) Primary
C) Acquired
D) Selective
E) Higher-order
27) Acquired needs are also called ________ needs.
A) secondary
B) primary
C) physiological
D) innate
E) safety
28) According to Maslow’s Hierarchy of Needs, which level of needs includes self-fulfillment
and enriching experiences?
A) ego needs
B) belongingness needs
C) safety needs
D) self-actualization needs
E) physiological needs
29) Prestige, status, and accomplishments are all examples of which level of needs in Maslow’s
Hierarchy of Needs?
A) egoistic needs
B) belongingness needs
C) safety needs
D) self-actualization needs
E) physiological needs
30) In Maslow’s Hierarchy of Needs, ________ needs include water, sleep, and food.
A) self-actualization
B) egoistic
C) belongingness
D) safety
E) physiological
31) In Maslow’s Hierarchy of needs, ________ needs include love, friendship and acceptance by
others.
A) self-actualization
B) egoistic
C) belongingness
D) safety
E) physiological
32) Which of the following is a form of tension that occurs when there are discrepancies between
what we actually receive and what we thought we would receive?
A) selective satisfaction
B) buyer’s remorse
C) adaptation
D) mass desire
E) attribution
33) Which of the following is the public spread of a private want?
A) selective satisfaction
B) cognitive dissonance
C) adaptation
D) mass desire
E) normatization
34) A(n) ________ is an internal force that stimulates a person to behave in a particular manner
and is produced by the tension caused by an unfulfilled want or need.
A) attitude
B) desire
C) value
D) motive
E) norm
35) Old Navy’s “SuperModelquins” campaign features mock supermodels with celebrity-worthy
stories that are featured on TV and the Web. They’ve been featured in a flyer patterned after a
celebrity magazine, have attended high-profile events, and have a presence on Twitter. What
type of influence on consumer decision making is this campaign attempting?
A) psychological
B) cultural
C) cognitive
D) behavioral
E) demographic
36) Juan was born in Mexico but moved to the United States when he was five years old. His
family is still close to relatives living in Mexico, and he lives in a neighborhood where most
people speak Spanish, eat traditional Mexican dishes, wear traditional Mexican clothing, and
listen to Mexican music. He remembers fondly his grandfather telling him stories of his home
country’s customs and heroes. All of these factors form the ________ that will influence Juan’s
consumer behavior.
A) social class
B) family
C) niche
D) culture
E) psychographics
37) Max is trying to get into a fraternity in college. Because he wants to be accepted by this
group, he notices the brands of clothes the fraternity members all seem to wear and the types of
beer they drink at parties, and he does the same. Actually, he doesn’t even like beer, but that
seems to be what is expected of people in this fraternity. For Max, the fraternity represents which
of the following?
A) culture
B) social class
C) reference group
D) family
E) brand community
38) While many advertisers use celebrity endorsements, Dove’s “Real Beauty” campaign used
“real” women of different shapes and sizes as a(n) ________, enforcing the idea that women who
do not subscribe to unrealistic beauty standards established by conventional supermodels can set
fashion and appearance standards.
A) reference group
B) social class
C) ethnic group
D) subculture
E) family segment
39) Which of the following statements is most likely TRUE regarding social class in the United
States?
A) Social class is determined solely by income level.
B) Lines between social classes are fixed and rigid.
C) People in different social classes tend to buy different products.
D) Wealth is critical in determining social class, but education is not.
E) People are relegated to a permanent class layer.
40) Recently, an adventurous millionaire successfully made a dangerous climb in the Himalayas.
This gentleman really has all of his basic needs satisfied, and he claims to do the things he does
for self-fulfillment and enrichment. According to Maslow’s Hierarchy of Needs, which need is
this man most likely satisfying?
A) physiological
B) safety
C) belongingness
D) egoistic
E) self-actualization
41) Barbara doesn’t like to make major purchase decisions, such as choosing which car to buy.
However, she had to replace the old car she owned because it was no longer reliable, so she
purchased a new Honda Accord. Although her entire family assisted in the purchase transaction
and the salesperson was a close family friend and practically sold the car to her at cost, she is still
concerned whether she made the right decision. Barbara is suffering from ________.
A) mass desire
B) selective satisfaction
C) selective distortion
D) cognitive dissonance
E) selective exposure
42) Bob and Monique only purchase cars produced by General Motors. They also attend General
Motors car shows, own General Motors merchandise, and encourage their friends and family to
buy exclusively from General Motors. Their devotion to General Motors indicates that Bob and
Monique belong to a ________.
A) cultural cohort
B) social class
C) reference group
D) brand community
E) corporate culture
43) According to the U.S. Census, Monique, Bob, and the children are considered a ________.
A) target market
B) family
C) culture
D) reference group
E) subculture
44) Lex, Bob and Monique’s oldest son who is away at college, lives with three other students in
a house off campus. According to the U.S. Census, Lex and the other students represent a
________.
A) target market
B) family
C) household
D) reference group
E) subculture
45) Though Monique doesn’t eat them, she buys snack items for her children and is always
looking for nutritious snacks rather than mere junk food. In marketing terms, Monique is
considered which type of consumer?
A) user
B) business
C) purchaser
D) influencer
E) trend setter
46) ________ means dividing the market into groups of people who have similar characteristics
in certain key product-related areas.
A) Targeting
B) Marketing
C) Positioning
D) Segmenting
E) Profiling
47) Which strategy do planners employ to treat the market as homogeneous, using general
appeals for all consumers?
A) multi-segment strategy
B) undifferentiated strategy
C) behavioral targeting strategy
D) microtargeting strategy
E) niche strategy
48) Subsegments of a more general market segment are known as ________ markets and are
defined by individuals with some distinctive interest or attitude, such as being ecologically
minded consumers.
A) behavioral
B) niche
C) cultural
D) generational
E) social
49) Which approach to segmentation divides the market using characteristics such as gender,
ethnicity, income, and so forth?
A) demographic segmentation
B) geographic segmentation
C) psychographic segmentation
D) benefit segmentation
E) behavioral segmentation
50) International, national, state, city, climate, and urban/rural are all ways to segment a market
by ________.
A) demographics
B) geographic variables
C) psychographics
D) behavioral characteristics
E) benefits sought
51) Which of the following is NOT an approach to segmenting consumer markets?
A) demographic segmentation
B) geographic segmentation
C) psychographic segmentation
D) behavioral segmentation
E) brand segmentation
52) Which approach to segmentation divides people into groups based on product category and
brand usage?
A) demographic segmentation
B) geographic segmentation
C) psychographic segmentation
D) benefit segmentation
E) behavioral segmentation
53) Which of the following refers to an organization evaluating and choosing the best market
segments with which to communicate?
A) targeting
B) seeking
C) zoning
D) segmenting
E) profiling
54) ________ are the statistical, social, and economic characteristics used to describe a
population, including age, gender and sexual orientation, education, income, occupation, race,
and family status.
A) Psychographics
B) Lifestyles
C) Geographic variables
D) Demographics
E) Ethnographic variables
55) The youngest of the baby boomers are now in their ________.
A) late 20s
B) mid to late 30s
C) mid to late 40s
D) 50s
E) 60s
56) Which age-related population group is also referred to as the iGeneration?
A) Generation X
B) Millennials
C) Generation Y
D) the Greatest Generation
E) the Me Generation
57) Which of the following most accurately characterizes members of Generation Y?
A) They are children of baby boomers.
B) They are the least environmentally educated.
C) They have reached their peak earning and spending years.
D) They were once labeled “the Greatest Generation.”
E) They are less immersed in technology than Gen Xers are.
58) Which of the following statements is most likely FALSE?
A) In the last decade, gay and lesbian consumers have become substantial target markets.
B) Few ethnic markets are more important to U.S. marketing than the Asian American market
because it is the largest ethnic group.
C) Some media use differences among groups are related to ethnicity.
D) In the United States during the last three decades, there has been a gradual movement from
white-collar occupations to blue-collar occupations.
E) For advertisers, education tends to correlate with the type of medium consumers prefer.
59) Consumers with lower education tend to be higher users of ________ than consumers of
higher education.
A) newspapers
B) radio
C) magazines
D) television
E) the Internet
60) ________ is the amount of money available to a household after taxes and basic necessities
such as food and shelter are paid for.
A) Taxable income
B) Discretionary income
C) Available income
D) Net income
E) Gross income
61) Which of the following is the largest ethnic group in the United States?
A) Caucasians
B) African Americans
C) Asian Americans
D) Latinos
E) American Indians
62) Which of the following was indicated by the Census income data reported in 2011?
A) The middle class is growing.
B) The recession disproportionately affected the upper class.
C) More people are in the top third of the income distribution.
D) More people are in the bottom third of the income distribution.
E) The middle class was not affected by the recession.
63) The term ________ refers to lifestyle and psychological characteristics, such as activities,
values, attitudes, interests, and opinions.
A) psychology
B) psychographics
C) attitude
D) motivation
E) personality
64) Which of the following statements regarding attitudes is most likely FALSE?
A) Advertisers are interested in attitudes because of their impact on motivations.
B) Attitudes vary in direction and strength; that is, an attitude can be positive or negative,
reflecting like or dislike, or it can be neutral.
C) Most attitudes are deeply set and cannot be changed.
D) Attitudes are important to advertisers because they influence how consumers evaluate
products, institutions, retail stores, and advertising.
E) Attitudes are learned.
65) Psychographic analysis looks at ________ in terms of patterns of consumption, personal
relationships, interests, and leisure activities.
A) lifestyles
B) psychology
C) values
D) family
E) attitudes
66) According to the VALS classification of consumers, what are the three primary motivations
for buying products and services?
A) ideals, achievement, and self-expression
B) self-orientation, self-expression, and self-fulfillment
C) age, social class, and education
D) resources, innovations, and psychographics
E) attitudes, lifestyle, and values