Marketing Management, 14e (Kotler/Keller)
Chapter 6 Analyzing Consumer Markets
1) ________ is the study of how individuals, groups, and organizations select, buy, use, and
dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
A) Target marketing
B) Mind mapping
C) Consumer activism
D) Consumer behavior
E) Product differentiation
2) Which of the following would be the best illustration of a subculture?
A) a religion
B) a group of close friends
C) your university
D) a fraternity or sorority
E) your occupation
3) The relatively homogeneous and enduring divisions in a society, which are hierarchically
ordered and whose members share similar values, interests, and behavior constitute ________.
A) a culture
B) a subculture
C) a social class
D) a family
E) a group
4) A person’s ________ consist(s) of all the groups that have a direct (face-to-face) or indirect
influence on his/her attitudes or behavior.
A) subculture
B) family
C) social class
D) reference groups
E) social networks
5) A(n) ________ group is one whose values or behavior an individual rejects.
A) aspirational
B) disassociative
C) membership
D) primary
E) procreational
6) Joe is a computer service technician. People in his neighborhood usually depend on his
suggestions for purchasing any computer accessory or hardware, as they believe that he has
access to far more information on computer technology than the average consumer. The
neighbors are also aware that Joe has the required knowledge and background for understanding
the technical properties of the products. Within this context, Joe can be called a(n) ________.
A) transactional leader
B) opinion leader
C) role model
D) gate-keeper
E) international marketer
7) For a high-school student, Tim is highly concerned about environmental issues. He is a strong
supporter of the garbage recycling and afforestation campaigns taken up by the environmental
activists in his neighborhood. He wants to become a full time volunteer for their upcoming
wildlife protection program and has even saved money to contribute to the cause. This group of
environmental activists can be categorized under which of the following reference groups?
A) primary group
B) secondary group
C) aspirational group
D) dissociative group
E) cognitive group
8) Jason writes a weekly column in his school’s newspaper about movies he has seen, books he
has read, and concerts he has attended. His column provides information and opinions. Feedback
from his fellow students is positive, and they are appreciative of the advice that is given. Which
of the following would be the most apt description of the role played by Jason?
A) silent majority
B) protestor
C) protector
D) adapter
E) opinion leader
9) Social classes differ in media preferences, with upper-class consumers often preferring
________ and lower-class consumers often preferring television.
A) movies
B) radio
C) video or computer games
D) magazines and books
E) music downloads
10) If a direct-mail marketer wished to direct promotional efforts toward the family of ________,
efforts need to be directed toward parents and siblings of the family members.
A) orientation
B) procreation
C) immediacy
D) intimacy
E) reference
11) The family in a buyers life consisting of parents and siblings is the ________.
A) family of procreation
B) family of influence
C) family of efficiency
D) family of orientation
E) purchasing family
12) When Gary was a high school student, he enjoyed rock music and regularly purchased hip
clothing sported by his favorite rock band. However, five years later, when Gary became an
accountant, his preference shifted toward formal clothing. Which of the following personal
characteristics is likely to have had the most influence on Gary’s preferences during his high
school days?
A) education
B) age
C) income
D) gender
E) physiological needs
13) Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern
of individuals.
A) psychological life cycle
B) product life cycle
C) social status
D) postpuberty cycles
E) critical life events
14) Identify an economic circumstance that can greatly affect any product or brand choice.
A) retirement
B) values
C) lifestyle
D) borrowing power
E) relocation
15) ________ refers to a set of distinguishing human psychological traits that lead to relatively
consistent and enduring responses to environmental stimuli.
A) Image
B) Personality
C) Psychological transformation
D) Lifestyle
E) Acculturation
16) Brand personality analysts identified the popular music channel MTV as daring, spirited, and
highly imaginative. As per Jennifer Aaker’s research, which of the following brand personality
traits best suits MTV?
A) excitement
B) sincerity
C) competence
D) ruggedness
E) sophistication
17) The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged
outdoor, tough cowboy type. This was done to establish what is called ________.
A) trademarking
B) a brand name
C) a brand personality
D) co-branding
E) a brand reference
18) Consumers often choose and use brands that have a brand personality consistent with how
they see themselves, also known as the ________.
A) actual self-concept
B) ideal self-concept
C) others’ self-concept
D) prohibitive self-concept
E) suggestive self-concept
19) Consumers often choose and use brands that have a brand personality consistent with how
they think others view them, also known as the ________.
A) actual self-concept
B) others’ self-concept
C) ideal self-concept
D) dual self-concept
E) perceptual self-concept
20) Consumers who are highly sensitive to how others see them and who choose brands whose
personalities fit the consumption situation are called ________.
A) change agents
B) self motivators
C) self monitors
D) self adapters
E) opinion leaders
21) Within the context of Jennifer Aaker’s analysis, identify the brand personality that can be
associated with a new product whose promotional messages consistently portray it as being
reliable, intelligent, and successful.
A) sincerity
B) excitement
C) competence
D) sophistication
E) ruggedness
22) Ford motors, uses the ad caption “Magnify the Adventure” to promote its latest SUV, the
Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the
context of Jennifer Aaker’s brand personality analysis, Ford Endeavour is most likely to be
strong on which of the following traits?
A) sincerity
B) intelligence
C) imagination
D) sophistication
E) ruggedness
23) ________ portrays the “whole person” interacting with his or her environment.
A) Attitude
B) Personality
C) Lifestyle
D) Self-concept
E) Subculture
24) Consumers who worry about the environment and want products to be produced in a
sustainable way have been named ________.
A) “Green”
B) “Tree Huggers”
C) “LOHAS”
D) “Socialists”
E) “Mamas”
25) IKEA has achieved global recognition by offering consumers leading-edge Scandinavian
furniture at affordable prices. IKEA is delivering value to consumers who are ________.
A) money constrained
B) time constrained
C) brand constrained
D) value constrained
E) self-concept constrained
26) Marketers who target consumers on the basis of their ________ believe that they can
influence purchase behavior by appealing to people’s inner selves.
A) time famine
B) sophistication
C) money constrain
D) social class
E) core values
27) The starting point for understanding consumer behavior is the ________ model in which
marketing and environmental stimuli enter the consumer’s consciousness, and a set of
psychological processes combine with certain consumer characteristics to result in decision
processes and purchase decisions.
A) self-reliance
B) self-perception
C) psychogenic
D) stimulus-response
E) projective
28) ________ assumed that the psychological forces shaping people’s behavior are largely
unconscious, and that a person cannot fully understand his or her own motivations.
A) Abraham Maslow
B) Frederick Herzberg
C) Sigmund Freud
D) John Cacioppo
E) Karl Marx
29) Which of the following techniques was suggested by Freud to trace a person’s motivations
from the stated instrumental ones to the more terminal ones?
A) laddering
B) word association
C) role playing
D) casting
E) selective attention
30) Which of the following theories developed by Frederick Herzberg distinguishes dissatisfiers
from satisfiers?
A) trait-role theory
B) psychological constraint theory
C) probability theory
D) leadership model
E) two-factor theory
31) At the top of Maslow’s hierarchy of needs (shown as a pyramid in the text) are ________
needs.
A) esteem
B) self-actualization
C) social
D) safety
E) physiological
32) ________ is the process by which we select, organize, and interpret information inputs to
create a meaningful picture of the world.
A) Consumption
B) Perception
C) Acculturation
D) Assimilation
E) Cognitive dissonance
33) ________ can work to the advantage of marketers with strong brands when consumers make
neutral or ambiguous brand information more positive.
A) Selective attention
B) Selective distortion
C) Selective retention
D) Selective choice
E) Selective embellishment
34) ________ is the tendency to interpret information in a way that will fit our preconceptions.
A) Selective retention
B) Cognitive dissonance
C) Selective distortion
D) Subliminal perception
E) Selective embellishment
35) Marketers embed covert messages in ads or packaging of which the consumers are not
consciously aware, yet it affects their behavior. This technique employed by the marketers
targets the ________ of a consumer.
A) selective attention
B) selective distortion
C) subliminal perception
D) voluntary attention
E) selective retention
36) ________ teaches marketers that they can build demand for a product by associating it with
strong drives, using motivating cues, and providing positive reinforcement.
A) Demand theory
B) Learning theory
C) Economic theory
D) Psychological theory
E) Demographic theory
37) Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a
different flavored yogurt. Instead of trying out the flavors offered by competing brands, Anne
selects a different flavor offered by Yoplait. Here, her past experience with the brand prompts
her to make the choice. Anne’s behavior can be best described as ________.
A) fallacy of proposition
B) associative networking
C) generalization
D) heuristic thinking
E) self-actualization
38) The ________ says people have a general tendency to attribute success to themselves and
failure to external causes.
A) availability heuristic
B) trait-role theory
C) awareness set
D) generalization theory
E) hedonic bias
39) As Rita scans the yellow pages section of her phone book looking for a florist, she sees
several other products and services advertised. Though interesting on first glance, she quickly
returns to her primary task of finding a florist. The items that distracted her from her initial
search were most likely stored in which of the following types of memory?
A) Short-term memory
B) Long-term memory
C) Middle memory
D) Subconscious memory
E) Subliminal memory
40) Betsy, a teenager, uses most of her post school hours in either playing tennis or watching
movies. She barely manages to concentrate in her lessons for a couple of hours before term
exams. Being questioned about her substandard performance in the school, she points out the
teacher’s inability to complete the entire course during the school hours as the possible reason.
Betsy’s behavior is most likely to be associated with ________.
A) generalization
B) hedonic bias
C) discrimination
D) selective attention
E) psychological repositioning
41) The associative network memory model views long-term memory as ________.
A) a subliminal perception
B) the interplay of drives
C) a strong internal stimulus impelling action
D) a temporary and limited repository of information
E) a set of nodes and links
42) ________ refers to the process in which information gets out of memory.
A) Memory encoding
B) Memory decoding
C) Memory classification
D) Memory retrieval
E) Memorization
43) Amtex electronics, a consumer products brand, advertises its products inside supermarkets
and retail stores frequently to promote the process of ________ and stimulate purchase.
A) memory verification
B) memory retrieval
C) memory decoding
D) memory formation
E) memory augmentation
44) Cognitive psychologists believe that memory is ________, so that once information becomes
stored in memory, its strength of association decays very slowly.
A) highly perceptual
B) somewhat collective
C) highly communicative
D) often reflective
E) extremely durable
45) The milder information search state where a person simply becomes more receptive to
information about a product is called ________.
A) active information search
B) information search
C) heightened attention
D) purchase decision
E) dynamic information search
46) The buying process starts when the buyer recognizes a(n) ________.
A) product
B) advertisement for the product
C) salesperson from a previous visit
D) problem or need
E) internal cue
47) Which of the following is considered to be a more advanced form of information search
wherein the person might phone friends or go online to secure information about a product or
service?
A) heightened attention
B) short-term memory processing
C) subliminal processing of information
D) long-term memory processing
E) active information search
48) Of key interest to marketers are the major informational sources to which the consumer will
turn and the relative importance of each. Which of the following can be considered an
experiential information source?
A) consumer-rating organizations
B) mass media
C) acquaintances
D) Web sites
E) personal handing and examination
49) Brands that meet consumers’ initial buying criteria are called the ________.
A) total set
B) awareness set
C) consideration set
D) choice set
E) decision set
50) Maria considers buying a car for herself, after she notices the advantages derived by her best
friend from his new car. Which of the following forms of stimulus has activated Maria’s problem
recognition process?
A) external stimuli
B) internal stimuli
C) peer stimuli
D) secondary stimuli
E) marketing induced stimuli
51) A consumer who uses Google to find comparative reports on new automobiles, is most likely
using which of the following information sources for assistance?
A) personal
B) public
C) experiential
D) commercial
E) under-the-radar
52) With respect to consumer decision making, the ________ is the set of strong contenders from
which one will be chosen as a supplier of a good or service.
A) total set
B) awareness set
C) consideration set
D) choice set
E) decision set
53) A(n) ________ is a descriptive thought that a person holds about something.
A) attitude
B) belief
C) desire
D) feeling
E) emotion
54) A(n) ________ puts people into a frame of mind, such as, liking or disliking an object,
moving toward or away from it.
A) attitude
B) belief
C) feeling
D) position
E) stance
55) Marketers need to identify the hierarchy of attributes that guide consumer decision making in
order to understand different competitive forces and how these various sets get formed. This
process of identifying the hierarchy is called ________.
A) market partitioning
B) brand association
C) market valuation
D) market estimation
E) market identification
56) ________ are a person’s enduring favorable or unfavorable evaluations, emotional feelings,
and action tendencies toward some object or idea.
A) Discriminations
B) Values
C) Beliefs
D) Feelings
E) Attitudes
57) The expectancy-value model of attitude formation posits that consumers evaluate products
and services by combining their ________.
A) needs
B) wants
C) desires
D) brand beliefs
E) consuming attitudes
58) Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale
for rating eight different computers on three different characteristics. He plans to short-list only
those computers, that score at least a seven on his scale on all three characteristics. Which of the
following choice heuristics has he chosen?
A) elimination-by-aspects heuristic
B) lexicographic heuristic
C) conjunctive heuristic
D) anchoring and adjustment heuristic
E) representativeness heuristic
59) With the ________ heuristic, the consumer sets a minimum acceptable cutoff level for each
attribute and chooses the first alternative that meets the minimum standard for all attributes.
A) conjunctive
B) lexicographic
C) elimination-by-aspects
D) primary
E) secondary
60) ________ are rules of thumb or mental shortcuts in the decision process.
A) Attitudes
B) Beliefs
C) Heuristics
D) Discriminations
E) Biases
61) Even if consumers form brand evaluations, two general factors can intervene between the
purchase intention and the purchase decision. One of these is unanticipated situational factors.
What is the other factor?
A) Amount of purchasing power
B) Attitudes of others
C) Short-term memory capabilities
D) Ability to return merchandise
E) The self-concept
62) A mobile phone manufacturing company observes that the main reason for an abrupt fall in
their sales volume is the unconventional design of their phones that consumers found
inconvenient and unattractive. The findings prompt the company to adopt a new strategy. They
redesigned the product models keeping the requirements of the end-user in mind. According to
the expectancy value-model, the company’s strategy can be termed as ________.
A) psychological repositioning
B) real repositioning
C) competitive depositioning
D) physiological depositioning
E) prescriptive method