110)
For years, the U.S. Army has used an advertising campaign stressing that you can “Be all
you can be.” What is the rationale behind this campaign?
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
Activities, opinions, and interests are some of the major components used to construct
psychographic profiles of consumers.
111)
112)
According to the Pareto Rule, 20 percent of the users buy 80 percent of the products.
112)
113)
A household differs from a family in that it consists of all those who occupy a dwelling whether
they are related or not.
113)
114)
First–level needs include the need for water, food, air, shelter, and sex.
114)
115)
In the VALS system, psychographic groups are arranged vertically by self–orientation and
horizontally by resources.
115)
116)
Business buyers are not influenced by social and emotional factors.
116)
117)
Consumers that try a product and find it does not meet their expectations may be dissatisfied.
117)
118)
Seekers are people who are driven by a need to know everything they can about a product before
making a purchase, particularly for major purchases.
118)
119)
Purchase decision is the last step of the consumer decision process.
119)
120)
A difference between the low– and high–involvement decision processes is that in the
low–involvement case, the information search stage may be skipped.
120)
121)
Market aggregation strategy is one in which marketers 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.
121)
122)
The “bling bling generation” was coined by gay upwardly mobile professionals.
122)
123)
Values are simply rules that we learn through social interaction that specify or prohibit certain
behaviors.
123)
124)
Profiles are descriptions of the target audience that read like a description of someone you know.
124)
125)
Consumers are people who buy or use products to satisfy their needs and wants.
125)
126)
Targeting means dividing the market into groups of people who have similar characteristics in
certain key product–related areas.
126)
127)
Purchasers and users have the same needs.
127)
128)
The area in which a target market lives correlates with several demographic characteristics and is
important to advertisers.
128)
129)
According to the theory of cognitive dissonance, we tend to compensate or justify the discrepancies
between what we actually received and what we thought we would receive.
129)
130)
Psychographic segmentation is primarily based on studies of how people spend their money, their
patterns of work and leisure, their interests and opinions, and their views of themselves.
130)
131)
Subculture is a term that describes how various companies operate.
131)
132)
Consumers with higher education prefer print media, the Internet, and selected radio and cable
stations.
132)
133)
A need is an internal force that stimulates you to behave in a particular manner.
133)
134)
After segmenting a market, the marketer identifies, evaluates, and selects a target market.
134)
135)
First–timers are people with low levels of brand loyalty who are willing to leave a brand to try
another one.
135)
136)
The Achievers and Strivers are motivated by achievement.
136)
137)
Psychographics are the statistical, personal, social, and economic characteristics used to describe a
population including age, gender, education, income, occupation, race, and family size.
137)
138)
The first brands that come to mind when you think of a product category and are considered
permissible in the evaluation of alternatives is referred to as the evoked set.
138)
139)
The first step in the consumer decision process is information search.
139)
140)
Psychographics refers to lifestyle and psychological characteristics, such as activities, interests, and
opinions.
140)
141)
Acquired needs are those we learn in response to our culture and environment and may include
needs for esteem, prestige, affection, power, and learning.
141)
142)
The social and cultural forces that impact consumer behavior include culture, social class,
personality, family, and demographics.
142)
143)
The Asian market is becoming a huge opportunity because it is growing proportionately faster than
other ethnic groups.
143)
144)
Ethnicity is becoming a major criterion for segmenting markets.
144)
145)
A critical behavior predictor called usage refers to how much of a product category or brand a
customer buys.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Name and describe the social and cultural influences on consumer decisions and why they are important for
advertisers.
147)
Name and describe the psychological influences that motivate consumers and why they are important to
advertisers.
148)
Define segmenting and targeting, and name and describe typical approaches to segmentation.
149)
Name and describe the behavioral influences on consumer decisions..
150)
Name and describe the stages of the consumer decision process under a high–involvement purchase decision
and the role advertising plays in each. How is this different under a low–involvement decision?
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