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A Framework for Marketing Management, 5e (Kotler)
Chapter 5 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) 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
13) Identify an economic circumstance that can greatly affect any product or brand choice.
A) retirement
B) values
C) lifestyle
D) borrowing power
E) relocation
14) ________ 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
15) 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
16) 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
17) 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
18) 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
19) 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
20) ________ portrays the "whole person" interacting with his or her environment.
A) Attitude
B) Personality
C) Lifestyle
D) Self-concept
E) Subculture
21) 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"
22) 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
23) 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
24) 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
25) ________ 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
26) 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
27) 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
28) ________ 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
29) ________ 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
30) ________ 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
31) ________ 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
32) 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
33) 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
34) 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
35) ________ 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
36) 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
37) 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
