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_____ describes a population in terms of its size, structure, and distribution.
A. Economics
B. Demographics
C. Psychographics
D. Geographics
E. Lifestyles
The vertical axis in the HLC/occupational category matrix represents _____, which
determines the problems the household will likely encounter.
A. a set of occupational categories
B. the number of children in the household
C. the household income
D. the stage in the household life cycle
E. current economic conditions
Which of the following are ways to categorize family decision making?
A. husband-dominant
B. wife-dominant
C. individualized
D. child-dominant
E. all of the above
Thomas wants to gain a usable understanding of consumer behavior in order to help
him become a more effective marketing manager. Which application of consumer
behavior does this represent?
A. marketing strategy
B. regulatory policy
C. social marketing
D. informed consumers
E. resource management
Which of the following is NOT a type of consumer choice process?
A. affective choice
B. attitude-based choice
C. rational choice
D. a and b
E. all of the above are types of consumer choice processes
Rayna is married and a mother of four children. Both she and her husband share
homemaking and child-rearing responsibilities. Rayna would be classified as a _____
gender orientation.
A. transgender
B. gender inconsistent
C. traditional
D. modern
E. cutting-edge
Which of the following statements is FALSE regarding humorous appeals?
A. Ads built around humor appear to increase attention to the ad.
B. The overall effectiveness of humor is generally increased when the humor relates to
the product or brand in a meaningful way.
C. Humorous ads are low risk because they tend to translate well across situations and
cultures.
D. Companies have been successful using humor that is only loosely tied to the product.
E. Ads built around humor appear to increase liking of the ad.
Which of the following is an approach to problem identification?
A. activity and product analysis
B. human factors research
C. problem analysis
D. emotion research
E. all of the above
Which of the following is the FIRST step in the approach for developing
situation-based marketing strategies?
A. Use observational studies, focus group discussions, depth interviews, and secondary
data to discover the various usage situations that influence the consumption of the
product.
B. Survey a large sample of consumers to better understand and quantify how the
product is used and the benefits sought in the usage situation by the market segment.
C. Construct a person-situation segmentation matrix.
D. Evaluate each cell in terms of potential.
E. Develop and implement a marketing strategy for cells that offers sufficient profit
potential given your capabilities
Karen and her kids were hungry and were trying to decide where to eat for dinner. After
several minutes of bickering, Karen decided where they were going to go. Her children
balked at her decision and asked why she got to decide, and she said, "Because I'm your
mother and I said so!" Which approach did Karen use to resolve this family conflict?
A. bargaining
B. use of authority
C. impression management
D. playing on emotion
E. reasoning
Which cohort was born between 1930 and 1945?
A. pre-Depression generation
B. Depression generation
C. baby boom generation
D. Generation X
E. Generation Y
