Principles of Marketing, 17e, Global Edition (Kotler/Armstrong)
Chapter 5 Consumer Markets and Buyer Behavior
1) Individuals and households that buy or acquire goods and services for personal consumption
make up the ________.
A) consumer market
B) market offering
C) market mix
D) subculture
E) social class
2) Marketing stimuli include which of the following?
A) economic stimuli
B) price stimuli
C) technological stimuli
D) social stimuli
E) cultural stimuli
3) Which of the following is one of the other stimuli present in a buyer’s environment apart
from marketing stimuli?
A) product stimuli
B) cultural stimuli
C) price stimuli
D) place stimuli
E) promotion stimuli
4) Companies can research many aspects of buying decisions. However, the one that is the most
difficult to identify is ________.
A) what consumers buy
B) how and how much they buy
C) why they buy
D) when they buy
E) where they buy
5) According to the model of buyer behavior, which of the following is one of the two primary
parts of a “buyer’s black box”?
A) technological stimuli
B) buyer’s decision process
C) buyer’s spending habits
D) social stimuli
E) promotion stimuli
6) Marketing stimuli consist of the four Ps. Which of the following is NOT one of these?
A) product
B) packaging
C) price
D) promotion
E) place
7) In the model of buyer behavior, which of the following is NOT a major type of force or
event in the buyer’s environment?
A) economic
B) technological
C) social
D) political
E) cultural
8) Buyer responses are influenced by marketing stimuli. The responses to the stimuli include all
of the following EXCEPT ________.
A) brand engagement
B) buying attitudes
C) purchasing behavior
D) buying preferences
E) the “why” regarding the responses
9) The starting point of understanding how consumers respond to various marketing efforts is
called the stimulus-response model of buyer behavior.
10) Consumers can easily explain what influences their purchases.
11) What role do the four Ps play in consumer behavior?
12) ________ is the most basic determinant of a person’s wants and behavior.
A) Culture
B) Brand personality
C) Cognitive dissonance
D) Motive
E) Attitude
13) Each culture contains smaller ________, or groups of people with shared value systems
based on common life experiences and situations.
A) cultural universals
B) reference groups
C) subcultures
D) monocultures
E) social networks
14) Subcultures include nationalities, religions, geographic regions, and ________.
A) genders
B) ages
C) professions
D) racial groups
E) income levels
15) Which consumer group tends to show more brand loyalty and makes shopping a family
event, with children having a big say in the purchase decision?
A) Hispanic Americans
B) African Americans
C) Arab Americans
D) working class consumers
E) middle class consumers
16) ________ consumers are one of the fastest-growing U.S. population subsegments and are
expected to surge to nearly one third of the total U.S. population by 2030.
A) African American
B) Hispanic American
C) Asian American
D) Baby boomer
E) Millennial
17) Hispanic Americans tend to be deeply family oriented and make shopping a family affair.
Older consumers are brand loyal, while younger Hispanics have shown increasing price
sensitivity and willingness to choose store brands. Hispanic Americans make up a ________.
A) subculture
B) social class
C) social network
D) life-cycle stage
E) lifestyle
18) Although more price-conscious than other population segments, ________ consumers tend
to be strongly motivated by quality and selection, and give importance to brands.
A) lower upper
B) African American
C) Asian American
D) Filipino
E) working class
19) ________ consumers are the most affluent U.S. demographic segment and are expected to
have an annual buying power approaching $1 trillion by 2017.
A) Hispanic American
B) African American
C) Asian American
D) Baby boomers
E) Generation X
20) ________ consumers are the most brand conscious of all the ethnic groups, are extremely
brand loyal, and shop frequently.
A) African American
B) Native American
C) Hispanic American
D) Italian American
E) Asian American
21) Many companies use ethnically specific themes in their mainstream marketing strategy
because marketers have realized that insights gleaned from ethnic consumers can influence
their broader markets. This type of marketing is known as ________.
A) total market strategy
B) buzz marketing
C) social networking
D) word-of-mouth marketing
E) life-style marketing
22) ________ are society’s relatively permanent and ordered divisions whose members share
similar values, interests, and behaviors.
A) Social classes
B) Societal norms
C) Reference groups
D) Universal cultures
E) Social networks
23) Consumer purchases are influenced strongly by characteristics that marketers cannot
control but must take into account, including cultural, social, psychological, and ________
characteristics.
A) economic
B) professional
C) medical
D) personal
E) genetic
24) Which of the following statements is true of cultural factors that influence consumer
behavior?
A) Cultural influences on buying behavior are identical across countries.
B) Social classes show distinct product and brand preferences in areas such as clothing and
travel.
C) Subcultures include nationalities and racial groups, but exclude religions.
D) Subcultures are groups within which each individual has a unique and distinct value system.
E) Hispanic Americans and African Americans are examples of racially segregated groups and
not subcultures.
25) Which of the following statements is true of social classes?
A) Social classes are society’s temporary divisions.
B) Members of a social class have unique and distinct values, interests, and behaviors.
C) People within a social class tend to exhibit similar buying behavior.
D) Income is the single factor that determines social class.
E) Social classes universally exhibit identical product and brand preferences.
26) Which of the following statements is true regarding social classes in the United States?
A) Social class is determined by income alone.
B) Lines between social classes in the United States are fixed and rigid.
C) Social classes show distinct product preferences in clothing and automobiles.
D) Wealth is more critical than education level in measuring social class.
E) People are relegated to a permanent social class in the United States.
27) Family is one of the ________ factors that influence consumer behavior.
A) regional
B) social
C) personal
D) psychological
E) business
28) ________ are groups to which an individual wishes to belong, as when a young basketball
player hopes to play someday in the NBA or WNBA.
A) Membership groups
B) Aspirational groups
C) Leading adopters
D) Subcultures
E) Reference groups
29) A shoe manufacturing company uses ads featuring the members of a country music band
with the hope that the band’s fans will see them wearing the company’s shoes and hence
purchase the same brand of shoes. The shoe company believes that the band portrays the image
of a ________ to the band’s fans.
A) membership group
B) reference group
C) status symbol
D) subculture
E) lifestyle
30) Word-of-mouth influence comes to consumers from family, colleagues, and ________.
A) investors
B) athletes
C) neighbors
D) entertainment celebrities
E) friends
31) Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She actively
shares her knowledge with a wide group of friends and colleagues about where to shop for the
latest fashion at great deals. Most of her friends and colleagues follow her fashion tips. Rachel
portrays the image of a(n) ________.
A) surrogate consumer
B) lagging adopter
C) opinion leader
D) brand personality
E) social networker
32) ________ are people within a reference group who, because of special skills, knowledge,
personality, or other characteristics, exert influence on others.
A) Opinion leaders
B) Innovators
C) Surrogate consumers
D) Stealth marketers
E) Lagging adopters
33) Opinion leaders are also referred to as ________.
A) leading adopters
B) lower uppers
C) innovators
D) lagging adopters
E) surrogate consumers
34) ________ are ambassadors who enthusiastically share their passion for a company’s
products with large circles of friends and acquaintances.
A) Leading adopters
B) Brand evangelists
C) Surrogate consumers
D) Market mavens
E) Innovators
35) Companies that use brand ambassadors are most likely involved in ________ marketing.
A) ambush
B) spam
C) buzz
D) viral
E) database
36) Facebook, Snapchat and LinkedIn are all examples of ________.
A) brand alliances
B) opinion leaders
C) social networks
D) early adopters
E) market mavens
37) Which of the following is characteristic of online social networks?
A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) interactive media content
38) Independent bloggers are self-made influencers. Traits that make them relevant to
marketers include ________.
A) creative writing skills
B) professional Web site
C) good fit with the brand
D) a few vocal followers
E) technological skills
39) What is the most important consumer buying organization in society?
A) family
B) social class
C) membership group
D) subculture
E) reference group
40) ________ traditionally has been considered the main purchasing agent for the family in the
areas of food, household products, and clothing, although this is changing as more work outside
the home.
A) A teenager
B) The husband
C) The wife
D) The couple together
E) The parent
41) A ________ consists of the activities an individual is expected to perform, according to the
people around him/her.
A) motive
B) role
C) lifestyle
D) life cycle
E) perception
42) A buyer’s decisions are influenced by ________ such as the buyer’s age and life-cycle
stage, occupation, economic situation, lifestyle, personality, and self-concept.
A) personal characteristics
B) stereotypes
C) perceptions
D) attitudes
E) psychographics
43) Consumer information provider Nielsen uses a life-stage segmentation system that places
U.S. households into one of 66 different life-stage groups. According to Nielsen’s groups,
which of the following refers to the group consisting of hip, single twenty-somethings who are
politically liberal, listen to alternative music, and enjoy lively nightlife?
A) Striving Singles
B) Young Achievers
C) Bohemian Mix
D) Young Influentials
E) Young Digerati
44) Life-stage changes usually result from ________.
A) birthdays
B) mentors
C) friends
D) life-changing events
E) siblings
45) Life-stage segmentation allows marketers to create targeted, actionable, and ________
campaigns based on how people consume and interact with brands.
A) inexpensive
B) professional
C) multimedia
D) social media
E) personalized
46) Since a person’s economic situation will affect her store and product choices, marketers
watch trends in spending, personal income, interest rates, and ________.
A) employment
B) savings
C) home purchases
D) rents
E) fuel prices
47) ________ is a person’s pattern of living as expressed in his/her psychographics, and it
includes the individual’s activities, interests, and opinions.
A) Personality
B) Culture
C) Lifestyle
D) Motive
E) Social class
48) In the context of the AIO dimensions for measuring consumers’ lifestyles, “A” stands for
________.
A) activities
B) achievements
C) admirations
D) attitudes
E) associations
49) A current trend in the United States involves rediscovering the benefits of home-cooked
food and the use of organic ingredients. People are choosing to spend hours in the kitchen using
only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is
one of the reasons for the increasing demand for organic ingredients.
A) self-concept
B) subculture
C) lifestyle
D) personality
E) life-cycle
50) ________ refers to the unique psychological characteristics that distinguish an individual or
group.
A) Attitude
B) Belief
C) Perception
D) Personality
E) Self-awareness
51) Which of the following terms refers to a specific mix of human traits that may be attributed
to a particular brand?
A) brand perception
B) brand identity
C) brand personality
D) brand concept
E) brand equity
52) Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal for
hiking and other outdoor activities. Which of the following brand personalities could be best
associated with the new brand?
A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness
53) Many marketers use the self-concept premise that people’s possessions contribute to and
reflect their identities—that is, “we are what we consume.” According to this premise,
consumers ________.
A) buy products to support their self-image
B) rarely identify with brand personalities
C) are affected by opinion leaders
D) compare product brands
E) conduct primary research
54) Harley-Davidson promotes its motorcycles with images of independence, freedom, and
power. Harley-Davidson has created a ________.
A) motive
B) life-cycle stage
C) self-concept
D) brand personality
E) self-actualization need
55) A marketer of women’s hair care products targeting Chinese customers created an
advertising message that told women their hair could be worn any way they wanted as opposed
to wearing it straight. The message suggested the women did not need to conform to the
mainstream media definition of beauty. It is most accurate to say that this ad was based on an
understanding of customers’ ________.
A) social class
B) life-cycle stage
C) self-concept
D) status
E) role
56) A person’s buying choices are influenced by four major psychological factors. Which of the
following is NOT one of these factors?
A) motivation
B) perception
C) association
D) learning
E) beliefs
57) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
A) stimulus
B) perception
C) culture
D) motive
E) tradition
58) According to Freud, a person’s buying decisions are primarily affected by ________.
A) family influences
B) societal expectations
C) brand images
D) cultural norms
E) subconscious motives
59) Many marketers now use ________ research to dig deeply into consumer psyches and
develop better marketing strategies.
A) analytical
B) interpretive
C) causal
D) descriptive
E) experiential
60) ________ refers to qualitative research designed to probe consumers’ hidden, subconscious
motivations.
A) Perception analysis
B) Subliminal analysis
C) Motivation research
D) Need recognition
E) Market segmentation
61) A marketing research company asked members of a focus group to describe several brands
as animals. The purpose of the request is to measure the prestige of the various brands. This is
an example of ________.
A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension
62) Maslow’s theory is that ________ can be arranged in a hierarchy.
A) marketing stimuli
B) personal beliefs
C) perceptions
D) human needs
E) decisions
63) Which of the following is NOT part of Maslow’s hierarchy of needs?
A) physiological needs
B) safety needs
C) spiritual needs
D) esteem needs
E) social needs