64)
________ is(are) made up of tangible items, such as art, literature, buildings, and music, and
intangible concepts, such as knowledge, laws, morals, and customs.
64)
A)
Values
B)
History
C)
Consumer behavior
D)
Culture
E)
Reference groups
65)
Mini–Case Question. 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, they represent a ________.
65)
A)
family
B)
reference group
C)
subculture
D)
household
E)
census track
66)
A sense of belonging, excitement, fun and enjoyment, warm relationships, self–fulfillment, respect
from others, accomplishment, security, and self–respect are all examples of ________.
66)
A)
norms
B)
behaviors
C)
culture
D)
driving forces
E)
core values
67)
Prestige, status, and accomplishments are all examples of which level of needs in the Maslow’s
Hierarchy of Needs?
67)
A)
safety needs
B)
belongingness needs
C)
self–actualization needs
D)
ego needs
E)
physiological needs
68)
Max is trying to get into a fraternity in college. Because he wants to be accepted by this group, he
notices the brand of clothes they all seem to wear and the type 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. What influence does this fraternity represent with respect to Max’s consumption
behavior?
68)
A)
demographics
B)
reference group
C)
family
D)
culture
E)
social class
B
69)
In Maslow’s pyramid ________ needs include love, friendship and acceptance by others.
69)
A)
self–actualization
B)
safety
C)
physiological
D)
ego
E)
belongingness
E
D
70)
In which strategy do planners treat the market as homogeneous, purposely ignoring differences in
the market and using one marketing strategy that will appeal to as many people as possible?
70)
A)
homogeneous strategy
B)
concentrated strategy
C)
undifferentiated strategy
D)
multi–segment strategy
E)
one–size–fits–all strategy
71)
A ________ consists of all those who occupy a dwelling whether they are related or not.
71)
A)
reference group
B)
family
C)
normative group
D)
household
E)
subculture
Explanation:
72)
A ________ is an internal force that stimulates you to behave in a particular manner and is
produced by the tension caused by an unfulfilled need.
72)
A)
motive
B)
want
C)
drive
D)
need
E)
desire
Explanation:
Explanation:
73)
Jean is 60 years old and very upset with the current discussion in our country about the overhaul of
the Social Security System. She thinks the system is working just fine, and she is concerned about
her benefits being cut if the system is changed in some way. When she sees information on
television or reads in the newspaper about the benefits of changing the system, Jean modifies the
information to fit it into her own personal beliefs about the system. What psychological influence is
influencing Jean’s behavior?
73)
A)
selective needs
B)
want distortion
C)
buyer’s remorse
D)
exposure anxiety
E)
perception
74)
________ are the statistical, social, and economic characteristics used to describe a population,
including age, gender, education, income, occupation, race, and family size.
74)
A)
Lifestyles
B)
Demographics
C)
Censusgraphics
D)
Psychographics
E)
Geographics
75)
________ is your view of the relationship between what you gain by trying something new and
what you have to lose if it doesn’t work out.
75)
A)
Selective exposure
B)
Perceived risk
C)
Adaptation
D)
Adoption
E)
Selective distortion
76)
Mini–Case Question. Though Monique doesn’t eat them herself, she purchases snack items for her
children and is always looking for more nutritious snacks than mere junk food. In marketing terms,
Monique is considered which type of consumer?
76)
A)
consumer
B)
buyer
C)
customer
D)
user
E)
business
Explanation:
77)
Because acquired needs are not necessary to your physical survival, they are considered ________
needs.
77)
A)
innate
B)
discounted
C)
secondary
D)
unnecessary
E)
unmet
Explanation:
78)
________ is a term that describes how various companies operate.
78)
A)
Subculture
B)
Corporate culture
C)
Management culture
D)
Reference group
E)
Working group
Explanation:
79)
________ looks at patterns of consumption, personal relationships, and leisure activities.
79)
A)
Cluster analysis
B)
Psychographic profiling
C)
Lifestyle analysis
D)
Value analysis
E)
Discretionary analysis
80)
Which of the following statements regarding attitudes is false?
80)
A)
Attitudes vary in direction and strength; that is, an attitude can be positive or negative,
reflecting like or dislike, or it can be neutral.
B)
Advertisers are interested in attitudes because of their impact on motivations.
C)
Attitudes are learned.
D)
Attitudes are important to advertisers because they influence how consumers evaluate
products, institutions, retail stores, and advertising.
E)
Most attitudes are deeply set and cannot be changed.
81)
________ are trend spotters who specialize in identifying trendy fads that appeal to young people.
81)
A)
Cool hunters
B)
Trend hunters
C)
Cutting–edge spotters
D)
Gen Y spotters
E)
Trend setters
82)
Age, gender, education, income, occupation, race, and family size are all examples of ________
variables.
82)
A)
lifestyle
B)
demographic
C)
censusgraphic
D)
psychographic
E)
geographic
83)
________ refers to how much of a product category or brand a customer buys.
83)
A)
Innovation
B)
Adoption
C)
Pareto Rule
D)
Usage
E)
80/20 Principle
84)
Which of the following is NOT a VALS classification of consumers?
84)
A)
Strivers
B)
Makers
C)
Innovators
D)
Doers
E)
Believers
85)
Barbara doesn’t like to make major purchasing decisions, such as choosing which car to purchase.
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 ________.
85)
A)
selective exposure
B)
cognitive dissonance
C)
selective dissonance
D)
postpurchase behavior
E)
selective distortion
86)
Culture is learned and passed on from one generation to the next, and the boundaries each culture
establishes for behavior are called ________.
86)
A)
norms
B)
references
C)
core values
D)
values
E)
subculture
87)
________ are what we feel for more essential items, particularly the primary needs, such as food
and shelter, and ________ occur when we desire or wish for something.
87)
A)
Primary needs; secondary needs
B)
Needs; wants
C)
Innate wants; acquired wants
D)
Wants; needs
E)
Innate needs; acquired needs
88)
In Maslow’s pyramid ________ needs include security, shelter, and protection.
88)
A)
safety
B)
belongingness
C)
self–actualization
D)
physiological
E)
ego
89)
The source of norms is our ________, which come from our immersion in a specific culture and
represent our underlying belief systems.
89)
A)
values
B)
social class
C)
legal system
D)
education
E)
social system
90)
Subsegments of a more general market are known as ________ markets and are defined by
individuals with some distinctive trait, such as being ecologically minded consumers.
90)
A)
sub
B)
social
C)
niche
D)
narrow
E)
generational
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Explain how the Dove Real Beauty campaign used advertising to increase sales of Dove.
91)
92)
You have been invited to speak at a small business workshop to explain how consumers
make purchase decisions and the basic factors that influence these decisions. Briefly
describe what you would discuss being careful not to overload them with too much
information because your audience is not very marketing–savvy. Just explain the basic
concepts you know about the consumer audience.
92)
93)
Kim who is an avid cyclist decided to buy a new bicycle. She searched the web for
information on bikes and visited some bike shops. What is involved in the next step in her
decision process if she follows the sequence in the text?
93)
94)
Mini–Case Question. What segmentation variables is Pepsi using when it decided to
narrow its marketing efforts for regular Pepsi–Cola to “soda drinkers younger than 25,
Latinos, African– Americans, and sports fans”?
94)
95)
Roger has decided to purchase a personal computer for his household’s use, but he doesn’t
know much about computers and he really doesn’t want to spend more than $1,000.
Describe the process Roger is likely to go through in making the decision regarding which
computer to purchase.
95)
96)
Jan is leaving her present job in consumer marketing at a major consumer packaged goods
manufacturer and will be starting a new job with an industrial marketer. What are just a
few of the things Jan should know about the differences between consumer decision
making and business decision making?
96)
97)
Mini–Case Question. By treating the diet soda market as relatively homogenous, what
marketing strategy is this known as?
97)
98)
Compare and contrast the terms family and household.
98)
99)
Ron is single and not a very good cook, so he eats a lot of pizza. So much so that he orders
it sometimes five nights per week from his favorite pizza place, Pizza Hut. Why is Ron an
important customer for Pizza Hut?
99)
100)
Miriam purchased a new car last month, but she continues to look at advertising for cars
and notes how many other cars like hers are on the road. When a news article came out the
other day indicating problems with the transmission being noted by owners of her make of
car, she took that to mean that all types of cars in that class can have those problems, not
just hers. She even sought out a Consumer Reports article that pointed out that the car she
purchased was rated highly on reliability. What is Miriam experiencing?
100)
101)
Explain the resource dimension of the VALS system and compare the “Survivors” and
“Innovators” categories of the VALS system in regard to resources.
101)
102)
Explain why the Hispanic culture is of great interest to marketers in the United States.
102)
103)
Mini–Case Question. It was also noted in the article that a substantial portion of young
people don’t consider diet sodas cool, particularly men. What is Pepsi trying to accomplish
with their increased effort to reach these consumers?
103)
104)
Explain the perceptions of consumers that presented a marketing challenge to the Dove
brand.
104)
105)
What is the difference between a consumer’s need and a want?
105)
necessary for his life. An item that is a want is something the consumer desires, but
106)
What were the two specific ideas from research that drove the Dove Real Beauty
campaign?
106)
107)
The case at the end of the chapter, “Toyota Goes After Tuners,” describes who tuners are
and what marketers are doing to attract this group of consumers. Explain what “tuners” are
and why you think tuners are so attractive to marketers, even after accounting for their
spending power.
107)
108)
Microsoft is always looking to the future to decide what new products they should
introduce, and they’re interested in general characteristics of the early adopter category of
consumers. Based on the research in “the Inside Story” what would you tell Microsoft
about this category of consumers?
108)
109)
Why do retailers put several items, such as candy, batteries, small packages of facial tissue,
coolers with individual bottles of soft drinks, and so forth right at the checkout?
109)