Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
Which approach to segmentation divides people into groups based on product category and brand
usage?
1)
A)
benefit segmentation
B)
geographic segmentation
C)
demographic segmentation
D)
behavioral segmentation
E)
psychographic segmentation
2)
Which of the following is NOT a psychological influence?
2)
A)
Motivations
B)
Usage Rates
C)
Attitudes
D)
Perception
E)
Needs and Wants
3)
Which of the following is NOT considered a consumer category of brand relationship?
3)
A)
first–timers
B)
ex–users
C)
switchers
D)
innovators
E)
regulars
4)
Juan was born in Mexico but moved to the United States when he was five years old. His family is
still close to relatives back in Mexico, and he lives in a neighborhood where most people still 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.
4)
A)
demographics
B)
culture
C)
reference group
D)
family
E)
social class
5)
Which of the following is NOT a social/cultural influence on consumer decision making?
5)
A)
demographic
B)
social class
C)
culture
D)
motivations
E)
family
D
6)
Which of the following is NOT a step in the consumer decision process?
6)
A)
postpurchase evaluation
B)
need recognition
C)
information search
D)
cognitive dissonance
E)
purchase decision
D
B
7)
A ________ consists of two or more people who are related by blood, marriage, or adoption, and
live in the same household.
7)
A)
household
B)
family
C)
reference group
D)
subculture
E)
normative group
8)
Mini–Case Question. In marketing terms, Monique is a ________.
8)
A)
consumer
B)
customer
C)
buyer
D)
purchaser
E)
user
9)
Which of the following is a social/cultural influence on consumer decision making?
9)
A)
family
B)
personality
C)
innovation
D)
state of mind
E)
satisfaction
10)
A ________ is a group of people we use as a guide for behavior in specific situations.
10)
A)
normal group
B)
reference group
C)
subgroup
D)
social class
E)
culture
11)
________ describes how individuals or groups select, purchase, use, or dispose of products, as well
as describing the needs that motivate these behaviors.
11)
A)
Psychology
B)
Marketing
C)
Consumption
D)
Sociology
E)
Consumer behavior
12)
The Dove Real Beauty campaign tried to shatter the myth that the ________ for beauty can only be
young, blond, and thin models who represent unattainable standards for most women.
12)
A)
ethnic group
B)
social class
C)
family segment
D)
reference group
E)
subculture
13)
Carol is conducting research and asking respondents to name the brands that first come to mind for
certain product categories. When she asks Bob this question for computers, he mentions IBM, Dell,
Gateway, and Hewlett–Packard. These brands represent Bob’s ________.
13)
A)
purchase set
B)
considerate set
C)
evaluation set
D)
top–of–mind group
E)
evoked set
14)
Which of the following is a consumer category of brand relationship?
14)
A)
innovators
B)
light users
C)
early adopters
D)
laggards
E)
switchers
15)
Which of the following is NOT a psychological influence on consumer decision making?
15)
A)
personality
B)
satisfaction
C)
family
D)
state of mind
E)
selective perception
16)
The position you and your family occupy within our society is known as ________.
16)
A)
social class
B)
culture
C)
ethnic group
D)
subculture
E)
reference group
17)
We all have the need for water, food, air, and shelterbasic needs that are necessary to maintaining
life. What kind of needs are these known as?
17)
A)
basic
B)
necessary
C)
life–giving
D)
acquired
E)
innate
Explanation:
18)
According to Maslow’s Hierarchy of Needs, which is the highest level of needs?
18)
A)
belongingness needs
B)
physiological needs
C)
ego needs
D)
self–actualization needs
E)
safety needs
19)
Which of the following is NOT a function reference groups perform for consumers?
19)
A)
they serve as a means of comparisons
B)
they offer guidance
C)
they provide information
D)
they determine which products to buy
E)
all of the above are functions reference groups perform for consumers
D
20)
Which approach to segmentation divides the market using such characteristics as gender, ethnicity,
income, and so forth?
20)
A)
demographic segmentation
B)
benefit segmentation
C)
geographic segmentation
D)
behavioral segmentation
E)
psychographic segmentation
A
D
21)
________ means dividing the market into groups of people who have similar characteristics in
certain key product–related areas.
21)
A)
Segmenting
B)
Marketing
C)
Positioning
D)
Targeting
E)
Profiling
22)
Teenagers, college students, retirees, southerners, Texans, athletes, musicians, and working single
mothers all have what in common?
22)
A)
They all share the same culture.
B)
They can all be considered subcultures.
C)
They all share the same demographic characteristics.
D)
They all come from the same social class.
E)
They all share the same behavioral characteristics.
23)
Which of the following is a psychological influence on consumer decision making?
23)
A)
state of mind
B)
brand relationship
C)
innovation
D)
culture
E)
family
Explanation:
24)
Which of the following is NOT typically used to determine social class?
24)
A)
value of home
B)
occupation
C)
income
D)
wealth
E)
age
25)
________ gender differences are physical traits that are inherent in males or females, such as a
woman’s ability to bear children.
25)
A)
Obvious
B)
Fundamental
C)
Driving
D)
Primary
E)
Secondary
26)
According to the chapter’s opening and closing vignettes, Dove’s advertising campaign was very
successful. How did Dove achieve this success?
26)
A)
Dove met the need of women to love their bodies and feel beautiful at any size or age.
B)
Dove directed the campaign to the target market of men 15–22 years old.
C)
Dove used typical models in the campaign.
D)
Dove’s radio campaign had a major impact on the audience.
E)
Dove advertised extensively on TV.
27)
Mini–Case Question. After budgeting for the things that he has to pay for, such as his mortgage, car
payments, insurance, food, and so forth, Bob figures they have $1,000 left each month to use for
whatever way they want. This $1,000 represents the Smith’s ________ income.
27)
A)
gross
B)
net
C)
discretionary
D)
left–over
E)
spendable
28)
________ is the amount of money available to a household after taxes and basic necessities such as
food and shelter are paid for.
28)
A)
Available income
B)
Income
C)
Spendable income
D)
Discretionary income
E)
Incremental income
29)
What two variables are used to organize the VALS classification of consumers?
29)
A)
age and social class
B)
resources and innovation
C)
resources and psychographics
D)
social class and education
E)
age and self–orientation
30)
________ gender traits tend to be associated with one sex more than the other; for instance, wearing
perfume and shaving legs are association with women.
30)
A)
Primary
B)
Nonfundamental
C)
Driving
D)
Non–obvious
E)
Secondary
31)
In Maslow’s pyramid ________ needs include prestige, status, and accomplishment.
31)
A)
belongingness
B)
safety
C)
physiological
D)
self–actualization
E)
ego
32)
________ needs include the need for water, food, air, shelter, and sex, and because satisfying these
needs is necessary to maintaining life, they are also called primary needs.
32)
A)
Core
B)
Innate
C)
Required
D)
First
E)
Discretionary
33)
People who buy or use products to satisfy their needs and wants are known as ________.
33)
A)
buyers
B)
customers
C)
consumers
D)
users
E)
a market
34)
Which of the following statements regarding influences on business–to–business decision making
is false?
34)
A)
In organizational buying, many individuals are involved in making the decision, often with a
buying committee making the final decision.
B)
Although the business buy may be motivated by both rational and emotional factors, the use
of rational and quantitative criteria dominate most decisions.
C)
The decision may span a considerable time, creating a lag between the initial contact and final
decision.
D)
The decision is sometimes made based on a set of specifications to potential suppliers who
then bid on the contract.
E)
Quality is NOT important in business–to–business buying.
35)
________ can be defined by geographic regions or by shared human characteristics such as age,
values, language, or ethnic background.
35)
A)
Subcultures
B)
Norms
C)
Reference groups
D)
Mini–cultures
E)
Cultures
36)
The basic driving forces that motivate us to do something are called ________.
36)
A)
needs
B)
attitudes
C)
desires
D)
wants
E)
values
37)
A critical behavior predictor called ________ refers to how much of a product category or brand a
customer buys.
37)
A)
brand relationship
B)
usage
C)
adoption
D)
innovation
E)
state of mind
E
38)
________ refers to lifestyle and psychological characteristics, such as attitudes, interests, and
opinions.
38)
A)
Psychology
B)
Personality
C)
Value
D)
Attitude
E)
Psychographics
E
39)
A group of people, identified and selected by the marketer, with similar needs and characteristics
who are most likely to be receptive to the marketer‘s product and messages is known as a ________.
39)
A)
viable segment
B)
market segment
C)
viable market
D)
target market
E)
sustainable segment
D
A
40)
What race/ethnicity is growing faster proportionately than other ethnic groups?
40)
A)
American Indian/Alaskan
B)
white
C)
Hispanic or Latino
D)
Asian
E)
black or African American
41)
International, national, state, city, climate, and urban/rural are all ways to segment a market by
________.
41)
A)
demographics
B)
geographics
C)
benefits sought
D)
psychographics
E)
behavioral characteristics
B
42)
Which of the following choices is a behavioral influence on consumer decision making?
42)
A)
reference groups
B)
psychographics
C)
culture
D)
personality
E)
innovation and adoption
E
C
43)
________ are professional researchers hired by advertisers to identify trends that may affect
consumer behavior.
43)
A)
Demographers
B)
Trend spotters
C)
Trend hunters
D)
Profilers
E)
Futurists
44)
According to “The Inside Story,” early adopters ________.
44)
A)
are low media users
B)
are people involved in unusual activities and whose level of activity will disproportionately
affect the behaviors of others
C)
are heavily influenced by others in their social circles
D)
have many strong social contacts
E)
have a simple history of personal and sexual relationships
45)
Which of the following is the most important reference group because of its longevity and the
intensity of its relationships?
45)
A)
family
B)
fellow employees
C)
classmates
D)
peers
E)
employer
46)
Mini–Case Question. According to the U.S. Census, Monique, Bob, and the children are considered
to be a ________.
46)
A)
subculture
B)
census track
C)
family
D)
household
E)
reference group
47)
________ means identifying the group that might be the most profitable audience, the one most
likely to respond to marketing communication.
47)
A)
Segmenting
B)
Profiling
C)
Targeting
D)
Zoning
E)
Marketing
48)
________ needs are those we learn in response to our culture and environment and may include
needs for esteem, prestige, affection, power, and learning.
48)
A)
Selective
B)
Desired
C)
Acquired
D)
Innate
E)
Higher–order
49)
Consumers with lower education tend to be higher users of ________.
49)
A)
the Internet
B)
newspapers
C)
radio
D)
television
E)
magazines
50)
According to the theory of ________, we tend to compensate or justify the discrepancies between
what we actually received and what we thought we would receive.
50)
A)
adaptation
B)
selective satisfaction
C)
habituation
D)
attribution
E)
cognitive dissonance
51)
Recently, an adventurous millionaire successfully made a dangerous climb in the Himalayas. This
gentleman really has all of his basic needs satisfied, and he claimed to do the things he does for
self–fulfillment and for the enriching experience. According to Maslow’s Hierarchy of Needs,
which need is he satisfying?
51)
A)
physiological
B)
safety
C)
ego
D)
self–actualization
E)
belongingness
52)
In which stage of the consumer decision process is a consumer likely to feel cognitive dissonance?
52)
A)
need recognition
B)
information search
C)
purchase decision
D)
postpurchase behavior
E)
evaluation of alternatives
53)
________ is the stage where consumers compare various products and features and reduce the list
of options to a manageable number.
53)
A)
Evaluation of alternatives
B)
Postpurchase behavior
C)
Information search
D)
Purchase decision
E)
Need recognition
A
54)
________ occurs when the consumer recognizes a need for a product.
54)
A)
Purchase decision
B)
Postpurchase behavior
C)
Information search
D)
Evaluation of alternatives
E)
Need recognition
E
D
55)
The Toyota case at the end of the chapter describes how Toyota goes after tuners. What are
“tuners“?
55)
A)
opinion leaders who have an unusual influence on young car buyers
B)
younger consumers who “dance to their own tune,” meaning they are not influenced by others
when making consumption decisions
C)
consumers that are tuned in to current trends in their age demographic
D)
young car buyers who live to customize their cars
E)
older consumers who “dance to their own tune,” meaning they are not influenced by others
when making consumption decisions
56)
Which of the following is NOT an approach to segmenting consumer markets?
56)
A)
brand
B)
psychographic segmentation
C)
benefit segmentation
D)
demographic segmentation
E)
geographic segmentation
57)
In an advertisement for a local carpet retailer a well–know radio personality explained how the
company solved his problem of replacing his old carpet. Toward what part of the consumer
decision process was this ad aimed?
57)
A)
presenting the information in such as manner so that consumers will not distort it
B)
increase the chances consumers will pay attention to the commercial
C)
appeal to the athletic segment
D)
need recognition
E)
meeting the social needs of the target market
Explanation:
58)
Which category of the adoption process represents the small group of people (i.e., 2.5 percent of the
population) willing to try something new?
58)
A)
early adopters
B)
innovators
C)
early majority
D)
late majority
E)
laggards
59)
The Dove “Campaign for Beauty” punctured the obsession with stick–thin bodies and Barbie Doll
images. What type of influence on consumer decision making is this obsession?
59)
A)
psychological
B)
target market
C)
family
D)
cultural
E)
demographic
D
60)
________ refers to consistency in behavior in terms of how we react to events and situations and
behave in various roles.
60)
A)
Value
B)
Psychographics
C)
Attitude
D)
Psychology
E)
Personality
E
B
61)
________ are simply rules that we learn through social interaction that specify or prohibit certain
behaviors.
61)
A)
Norms
B)
References
C)
Core values
D)
Values
E)
Heuristics
62)
Which of the following does NOT determine an individual’s social class?
62)
A)
wealth
B)
country
C)
income
D)
education
E)
occupation
63)
Which of the following statements is false?
63)
A)
There are media use differences based on ethnicity.
B)
For advertisers, education tends to correlate with the type of medium consumers prefer.
C)
In the last decade gay and lesbian consumers have become serious target markets.
D)
Few cultures are more important to U.S. marketing than the Hispanic culture because it is
growing proportionately faster than other ethnic groups.
E)
In the United States there has been a gradual movement from white–collar occupations to
blue–collar occupations during the last three decades.