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Chapter 6: Analyzing Consumer MarketsGENERAL CONCEPT QUESTIONSMultiple Choice1. Marketers are always looking for emerging trends that suggest new marketing opportunities. One such trend is the “metrosexual.” Which of the following items would the metrosexual most likely have some interest for? a. An IBM computer.b. Tickets to WWF wrestling.c. Saxophone lessons.d. An all-over body spray by Axe.e. Cowboy boots made from elephant hide.Answer: dPage: 173Level of difficulty: Medium2._ 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 marketingb.Psychographic segmentationc.Psychologyd.Consumer behaviorf. Product differentiationAnswer: dPage: 173Level of difficulty: Easy3. The fundamental determinant of a persons wants and behavior is the persons _. a.psycheb.national originc.cultured.peer groupe.family treeAnswer: cPage: 174Level of difficulty: Medium4. A child growing up in the United States is exposed to all of the following values EXCEPT _.a. achievement and successb. activityc. efficiency and practicalityd. the importance of the group in daily lifee. freedomAnswer: dPage: 174Level of difficulty: Medium5. 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.Answer: aPage: 174Level of difficulty: Hard6.With respect to facts about the American consumer, which of the following consumer electronics is owned by the vast majority of consuming households with a 93 percent reporting ownership? a. A personal computer.b. TiVo DVR.c. A cellular phone.d. A microwave oven. e. A VCR.Answer: ePage: 175Level of difficulty: Hard7. _ is defined as being relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior. a. Cultureb. Subculturec. Social classd. The familye. A groupAnswer: cPage: 175Level of difficulty: Medium8. Social classes show distinct product and brand preferences in all the following areas EXCEPT _. a. clothingb. home furnishingsc. leisure activitiesd. automobilese. fast foodAnswer: ePage: 176Level of difficulty: Medium9.A persons _ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. a. cultureb. subculturec. psychographicsd. reference groupse. demographicsAnswer: dPage: 177Level of difficulty: Medium10.A(n) _ group is one whose values or behavior an individual rejects. a. aspirational b. disassociativec. membershipd. primarye. procreational Answer: bPage: 177Level of difficulty: Easy11. 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. procreationc. immediacyd. intimacye. referenceAnswer: aPage: 177Level of difficulty: Medium12.Expected to account for a quarter of the U.S. population by 2050, _ are the fastest growing minority.a. African Americansb. Asian Americansc. Hispanic Americansd. European Americanse. Arabic AmericansAnswer: cPage: 178Level of difficulty: Easy13. The dominant cohort, with respect to families, for the next fifty years may very well be the _ cohort. a. married-couple householdb. single adultsc. single seniorsd. married seniorse. married-couples with parents living with themAnswer: bPage: 179Level of difficulty: Hard14.Husbands and wives display different decision-making roles in most families. The trend for dominant decision making in families is for _ to be responsible for most of the decisions.a. the husbandb. the wifec. joint decision making (both husband and wife)d. holistic decision makinge. child-oriented decision making Answer: cPage: 179Level of difficulty: Medium15.The Disney Channel has become the companys cash cow for its ability to reach the underserved _ market8- to 14-year-olds. a. teenb. twixtc. mid-d. tweene. young adultAnswer: dPage: 179Level of difficulty: Medium16. People choose products that reflect and communicate their role and actual or desired _ in society. a. groupb. statusc. attitudesd. beliefse. feelingsAnswer: bPage: 180Level of difficulty: Medium17. Consumption may be shaped by _ (such as marriage, childbirth, or divorce). a.the psychological life cycleb. the product life cyclec. the life/death life cycled. post-puberty cyclese. critical life events or transitionsAnswer: ePage: 181Level of difficulty: Medium18.Product choice is greatly affected by economic circumstances. All of the following would be among those circumstances EXCEPT _. a. spendable incomeb. savings and assetsc. debtsd. occupatione. borrowing powerAnswer: dPage: 182Level of difficulty: Easy19. _ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli. a. Imageb. Personalityc. Beliefsd. Hereditye. CultureAnswer: bPage: 182Level of difficulty: Medium20. When the Marlboro Man was depicted in advertising as a rugged outdoor, tough cowboy type, this was done to establish what is called a _. a. trademarkb. brand namec. brand personalityd. psychological approach to advertising e. brand referenceAnswer: cPage: 182Level of difficulty: Medium21. _ portrays the “whole person” interacting with his or her environment. a. Attitudeb. Reference groupc. Lifestyled. Culturee. SubcultureAnswer: cPage: 183Level of difficulty: Medium22. Consumers today are experiencing a time famine because of their busy lifestyles. One way to avoid the difficulties of time famine, which is of particular interest to marketers, is _. a. to set fewer goalsb. to multitaskc. to give in to personal burdensd. to report frustration to managemente. to develop a callous attitude toward marketersAnswer: bPage: 183Level of difficulty: Hard23.With respect to understanding consumer behavior, there are four key psychological processes. All of the following would be among those processes EXCEPT _. a. motivationb. perceptionc. learningd. self-reliancee. memoryAnswer: dPage: 184Level of difficulty: Easy 24.A _ when it is aroused to a sufficient level of intensity. a. need becomes a motiveb. motive becomes a needc. desire becomes a realityd. unfulfilled demand becomes a crisise. personal demand exceeds the ability to rationally rejectAnswer: aPage: 184Level of difficulty: Hard25. _ assumed that the psychological forces shaping peoples behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. a. Abraham Maslowb. Frederick Herzbergc. Sigmund Freudd. John Cacioppoe. Karl MarxAnswer: cPage: 184Level of difficulty: Medium26. Frederick Herzberg developed a _ that distinguishes dissatisfiers and satisfiers. a. trait-role theoryb. psychological constraint theoryc. probability scaled. leadership modele. two-factor theoryAnswer: ePage: 185Level of difficulty: Medium27. At the top of Maslows hierarchy of needs (shown as a pyramid in the text) are _ needs. a. esteem b. self-actualization c. social d. safetye. physiological Answer: bPage: 185Level of difficulty: Medium28. It has been estimated that the average person is exposed to over _ ads or brand communications a day. a. 1,500b. 1,300c. 1,000d. 800e. 500Answer: aPage: 186Level of difficulty: Hard29. _ is the tendency to interpret information in a way that will fit our preconceptions. a. Selective retentionb. Cognitive dissonance c. Selective distortiond. Subliminal perceptione. DiscriminationAnswer: cPage: 186Level of difficulty: Medium30. A cigarette ad has a picture of a young man laying on his back and dreamily looking at clouds in the sky. Though not readily obvious to the casual reader, there is a message in the clouds that says “r-e-l-a-x.” This would be an example of which of the following? a. Selective distortionb. Cognitive dissonancec. Selective retentiond. Subliminal perceptione. Short-term memoryAnswer: dPage: 187Level of difficulty: Hard31.A _ is a strong internal stimulus impelling action. a. cueb. drivec. reinforcementd. discriminatione. beliefAnswer: bPage: 187Level of difficulty: Medium32._ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcementa. Demand theoryb. Learning theoryc. Economic theoryd. Psychological theorye. Demographic theoryAnswer: bPage: 187Level of difficulty: Medium33. As Rita scans the yellow pages section of her phone book looking for a florist, she sees several others 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 search were most likely stored in which of the following types of memory? a. Short-term memoryb. Long-term memoryc. Middle memoryd. Subconscious memorye. Subliminal memoryAnswer: aPage: 187Level of difficulty: Medium34. Brand associations consist of all the brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand _. a. stimulusb. linkc. connectiond. personalitye. nodeAnswer: ePage: 188Level of difficulty: Hard35. In general, the more attention placed on the meaning of information during _, the stronger the resulting associations in memory will be. a. encodingb. decodingc. classificationd. retrievale. memorization Answer: aPage: 189Level of difficulty: Medium36. Repeated exposures to information provide greater opportunity for processing and thus the potential for _. a. more profitsb. more salesc. stronger associationsd. increased brand personalitye. more one-to-one relationshipsAnswer: cPage: 190Level of difficulty: Medium37. Cognitive psychologists believe that memory is _, so that once information becomes stored in memory, its strength of association decays very slowly. a. very limitedb. somewhat limitedc. fluidd. often reflectivee. extremely durableAnswer: ePage: 191Level of difficulty: Medium38. The five-stage model of the consumer buying process includes all of the following stages EXCEPT _. a. problem recognitionb. information searchc. social interactiond. purchase decisione. influencerAnswer: cPage: 191Level of difficulty: Easy39. The buying process starts when the buyer recognizes a _. a. product b. an advertisement for the product c. a salesperson from a previous visit d. problem or need e. an internal cueAnswer: d Page: 191 Level of difficulty: Medium 40. 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 attentionb. Short-term memory processingc. Subliminal processing of informationd. Long-term memory processinge. Active information searchAnswer: ePages: 191192Level of difficulty: Hard41. 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 would be considered to be an experiential information source? a. Consumer-rating organizations.b. The mass media.c. Acquaintances.d. Web sites.e. Using the product itself.Answer: ePage: 192Level of difficulty: Medium42. Which of the following is considered to be biggest single source of consumer information from a commercial source (over 40 percent of car buyers use this source to gather information)? a. The U.S. Chamber of Commerceb. J.D. Power & Associates c. Consumer Reportsd. The Better Business Bureaue. Underwriters LaboratoryAnswer: cPage: 192Level of difficulty: Medium43. Brands that meet consumers initial buying criteria are called the _. a. total setb. awareness setc. consideration setd. choice sete. decision setAnswer: cPage: 192Level of difficulty: Easy44. 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 setb. awareness set c. consideration setd. choice sete. decision setAnswer: dPage: 192Level of difficulty: Medium45. A(n) _ is a descriptive thought that a person holds about something. a. attitudeb. belief c. desired. feelinge. emotionAnswer: bPage: 193Level of difficulty: Medium46.A(n) _ puts people into a frame of mind: liking or disliking an object, moving toward or away from it. a. attitudeb. beliefc. feelingd. positione. stanceAnswer: aPage: 194Level of difficulty: Medium47. The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their _. a. needsb. wantsc. desiresd. brand beliefse. consuming attitudesAnswer: dPage: 194Level of difficulty: Medium48.All of the following would be considered to be strategies for approaching consumers who had rejected your companys model of a product for another competitive brand EXCEPT _. a. redesign your companys productb. alter beliefs about your companys brandc. covertly alter the qualitative data about your productd. alter beliefs about competitors brandse. call attention to neglected attributesAnswer: cPages: 195196 Level of difficulty: Medium49.Customer value analysis reveals the companys strengths and weaknesses relative to various competitors. Which of the following would be considered to be the first step in this process? a. Monitor customer values over time.b. Assess the quantitative importance of the different attributes.c. Assess the company and competitors performances on customer values.d. Identify the major attributes customers value.e. Examine customer ratings of the company and competitors.Answer: dPage: 196Level of difficulty: Medium50.With respect to consumer purchase intention, all of the following would be among the sub-decisions made by consumers EXCEPT _. a. emotional valueb. brandc. dealerd. timinge. payment methodAnswer: aPages: 196197 Level of difficulty: Medium51.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. conjunctiveb. lexicographicc. elimination-by-aspectsd. primarye. secondaryAnswer: aPages: 197 Level of difficulty: Hard52.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 second factor? a. Amount of purchasing power.b. Attitudes of others.c. Short-term memory capabilities. d. Ability to return merchandise.e. The self-concept.Answer: bPages: 197Level of difficulty: Medium53. _ risk occurs if the product fails to perform up to expectations. a. Physical b. Financial c. Social d. Psychological e. Functional Answer: ePage: 198Level of difficulty: Hard54. If performance meets consumer expectations, the consumer is _. a. delightedb. satisfiedc. disappointedd.surprisede.overwhelmedAnswer: bPage: 198Level of difficulty: Easy55. A key driver of sales frequency is the _ rate. a. product consumptionb. disposalc. refusald. utility e. option Answer: aPage: 199Level of difficulty: Easy56. The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called _. a. elaboration likelihoodb. consumer disengagementc. consumer involvementd. variety-seekinge. low-involvementAnswer: cPage: 200Level of difficulty: Medium57. If a consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brands positive consumption experiences from the past, the consumer used a _ to arrive at this purchase decision. a. central routeb. peripheral routec. behavioral routed. subjective routee. objective routeAnswer: bPage: 200Level of difficulty: Hard58. With the _, predictions of usage are based on quickness and ease of use.a. availability heuristicb. representative heuristicc. anchoring heuristicd. adjustment heuristice. semantic heuristicAnswer: aPage: 201Level of difficulty: Medium59. Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack food aisle in the grocery store. He rarely even reads the box or checks the price. Which of the following heuristics is most likely being used by Ben? a. Availability b. Representative c. Anchoringd. Adjustmente. SemanticAnswer: bPage: 201Level of difficulty: Hard60. _ refers to the manner by which consumers code, categorize, and evaluate financial outcomes of choices. a.Cost accountingb. Financial accountingc. Behavioral accountingd. Mental accountinge. Factual accountingAnswer: dPage: 202Level of difficulty: MediumTrue/False 61. Social class is the fundamental determinant of a persons wants and behavior. Answer: FalsePage: 174Level of difficulty: Easy62. An example of a subculture would be a persons geographic region. Answer: TruePage: 174Level of difficulty: Medium63.According to facts about American consumers habits, Saturday is the most popular day of the week to eat out. Answer: TruePage: 175Level of difficulty: Medium64.One of the characteristics of social classes is that those within each class tend to behave more alike than persons from two different social classes. Answer: TruePage: 175Level of difficulty: Medium65.One of the demographic trends that will impact consumers in the future is “America the spacious” meaning that Americas growth potential seems to have no boundaries. Answer: FalsePage: 176Level of difficulty: Medium66.Secondary groups require continuous interaction to be effective and meaningful.Answer: FalsePage: 177Level of difficulty: Medium67. When Mark went to college he had a burning desire to join a social fraternity; for Mark, this would be an example of an aspirational group. Answer: TruePage: 177Level of difficulty: Easy68. The family of procreation includes ones parents and siblings. Answer: FalsePage: 177Level of difficulty: Hard69. Asian Americans tend to be more brand conscious than other minority groups, but yet are the least loyal to particular brands. Answer: TruePage: 178Level of difficulty: Hard70. A role consists of the activities a
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