Question 1

Explain how the concept of cognitive age influences how marketers address both older and younger consumers.

Accepted Answer

Cognitive age refers to the age that people feel they are,rather than their actual chronological age.Older consumers tend to state a cognitive age that is 10 to 15 years younger than their actual age,so marketers will often use models who are 10 to 15 years younger than this target market in messages aimed at reaching older consumers.Teens and tweens,on the other hand,report a cognitive age that is three to five years older than their actual age,so marketers use models slightly older than the age of this target market when trying to reach teens and tweens.

Question 2

The ________ process refers to the speed with which people are willing to try a new product.

Accepted Answer

A) need recognition 
B) adoption 
C) risk 
D) trial 
E) usage 
A) need recognition 
B) adoption 
C) risk 
D) trial 
E) usage B

Question 3

International,national,state,city,climate,and urban/rural are all ways to segment a market by ________.

Accepted Answer

A) demographics 
B) geographic variables 
C) psychographics 
D) behavioral characteristics 
E) benefits sought 
A) demographics 
B) geographic variables 
C) psychographics 
D) behavioral characteristics 
E) benefits sought B

Question 4

A shopper waiting in a supermarket checkout line decides to buy a candy bar.Which of the following is most likely the path to the shopper's decision?

Accepted Answer

A) think/do/feel 
B) think/feel/do 
C) feel/think/do 
D) do/feel/think 
E) feel/do/think 
A) think/do/feel 
B) think/feel/do 
C) feel/think/do 
D) do/feel/think 
E) feel/do/think

Question 5

Psychographics refers to lifestyle and psychological characteristics such as activities,interests,and opinions.

Accepted Answer

A) True 
 B)False

Question 6

The basic driving forces that motivate us to do something are called ________.

Accepted Answer

A) wants 
B) desires 
C) values 
D) needs 
E) attitudes 
A) wants 
B) desires 
C) values 
D) needs 
E) attitudes

Question 7

Explain how marketers may be able to reduce postpurchase cognitive dissonance.

Accepted Answer

Marketers should make every ef

Question 8

Which of the following most accurately characterizes members of Generation Y?

Accepted Answer

A) They are children of baby boomers. 
B) They are the least environmentally educated. 
C) They have reached their peak earning and spending years. 
D) They were once labeled "the Greatest Generation." 
E) They are less immersed in technology than Gen Xers are. 
A) They are children of baby boomers. 
B) They are the least environmentally educated. 
C) They have reached their peak earning and spending years. 
D) They were once labeled "the Greatest Generation." 
E) They are less immersed in technology than Gen Xers are.

Question 9

Name and describe four social and cultural influences on consumer decisions.Why are they important for advertisers?

Accepted Answer

(1)Culture-Made up of tangible items and

Question 10

The first step in the consumer decision process is information search.

Accepted Answer

A) True 
 B)False

Question 11

________ are people who search,share,and initiate marketing communication and brand relationships.

Accepted Answer

A) Cool hunters 
B) Buzz marketers 
C) Seekers 
D) Innovators 
E) Early adopters 
A) Cool hunters 
B) Buzz marketers 
C) Seekers 
D) Innovators 
E) Early adopters

Question 12

Office rules,rigid work hours,and dress codes are all aspects of ________.

Accepted Answer

A) cross-cultural values 
B) corporate culture 
C) brand communities 
D) cultural cohorts 
E) reference groups 
A) cross-cultural values 
B) corporate culture 
C) brand communities 
D) cultural cohorts 
E) reference groups

Question 13

Which approach to segmentation divides people into groups based on product category and brand usage?

Accepted Answer

A) demographic segmentation 
B) geographic segmentation 
C) psychographic segmentation 
D) benefit segmentation 
E) behavioral segmentation 
A) demographic segmentation 
B) geographic segmentation 
C) psychographic segmentation 
D) benefit segmentation 
E) behavioral segmentation

Question 14

Many students in a junior high school wear the same style of shoes to school each day.From the marketing perspective,why are these students conforming to a similar style?

Accepted Answer

Consumers often change their behavior to

Question 15

Women account for the majority of all consumer purchases in the United States.

Accepted Answer

A) True 
 B)False

Question 16

A cultural cohort is a segment of customers from multiple countries who share common characteristics that create common wants and needs.

Accepted Answer

A) True 
 B)False

Question 17

An invitation to go skiing for the weekend forced Donna to look at her current wardrobe.She decided she should have a much warmer coat.Donna was in which stage of the purchase decision?

Accepted Answer

A) product evaluation 
B) situational analysis 
C) need recognition 
D) problem screening 
E) information search 
A) product evaluation 
B) situational analysis 
C) need recognition 
D) problem screening 
E) information search

Question 18

Which of the following categories in Rogers' Diffusion of Innovation model represents the 2.5 percent of the population willing to try something new?

Accepted Answer

A) innovators 
B) early adopters 
C) early majority 
D) late majority 
E) laggards 
A) innovators 
B) early adopters 
C) early majority 
D) late majority 
E) laggards

Question 19

Consumers with higher education tend to prefer print media,the Internet,and selected radio and cable stations.

Accepted Answer

A) True 
 B)False

Question 20

Refer to the following scenario to answer the questions below.
Monique and Bob Smith are married with two children at home and a third away at college.They are considering adopting another child.Monique is the primary shopper for her family.Every week,she goes shopping to buy products that she and her family need and want.
-According to the U.S.Census,Monique,Bob,and the children are considered a ________.

Accepted Answer

A) target market 
B) family 
C) culture 
D) reference group 
E) subculture 
A) target market 
B) family 
C) culture 
D) reference group 
E) subculture

Explain how the concept of cognitive age influences how marketers address both older and younger consumers.

The ________ process refers to the speed with which people are willing to try a new product.

International,national,state,city,climate,and urban/rural are all ways to segment a market by ________.

A shopper waiting in a supermarket checkout line decides to buy a candy bar.Which of the following is most likely the path to the shopper's decision?

Psychographics refers to lifestyle and psychological characteristics such as activities,interests,and opinions.

The basic driving forces that motivate us to do something are called ________.

Explain how marketers may be able to reduce postpurchase cognitive dissonance.

Which of the following most accurately characterizes members of Generation Y?

Name and describe four social and cultural influences on consumer decisions.Why are they important for advertisers?

The first step in the consumer decision process is information search.

________ are people who search,share,and initiate marketing communication and brand relationships.

Office rules,rigid work hours,and dress codes are all aspects of ________.

Which approach to segmentation divides people into groups based on product category and brand usage?

Many students in a junior high school wear the same style of shoes to school each day.From the marketing perspective,why are these students conforming to a similar style?

Women account for the majority of all consumer purchases in the United States.

A cultural cohort is a segment of customers from multiple countries who share common characteristics that create common wants and needs.

An invitation to go skiing for the weekend forced Donna to look at her current wardrobe.She decided she should have a much warmer coat.Donna was in which stage of the purchase decision?

Which of the following categories in Rogers' Diffusion of Innovation model represents the 2.5 percent of the population willing to try something new?

Consumers with higher education tend to prefer print media,the Internet,and selected radio and cable stations.

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 7: Segmenting and Targeting the Audience

Explain how the concept of cognitive age influences how marketers address both older and younger consumers.

The ________ process refers to the speed with which people are willing to try a new product.

International,national,state,city,climate,and urban/rural are all ways to segment a market by ________.

A shopper waiting in a supermarket checkout line decides to buy a candy bar.Which of the following is most likely the path to the shopper's decision?

Psychographics refers to lifestyle and psychological characteristics such as activities,interests,and opinions.

The basic driving forces that motivate us to do something are called ________.

Explain how marketers may be able to reduce postpurchase cognitive dissonance.

Which of the following most accurately characterizes members of Generation Y?

Name and describe four social and cultural influences on consumer decisions.Why are they important for advertisers?

The first step in the consumer decision process is information search.

________ are people who search,share,and initiate marketing communication and brand relationships.

Office rules,rigid work hours,and dress codes are all aspects of ________.

Which approach to segmentation divides people into groups based on product category and brand usage?

Many students in a junior high school wear the same style of shoes to school each day.From the marketing perspective,why are these students conforming to a similar style?

Women account for the majority of all consumer purchases in the United States.

A cultural cohort is a segment of customers from multiple countries who share common characteristics that create common wants and needs.

An invitation to go skiing for the weekend forced Donna to look at her current wardrobe.She decided she should have a much warmer coat.Donna was in which stage of the purchase decision?

Which of the following categories in Rogers' Diffusion of Innovation model represents the 2.5 percent of the population willing to try something new?

Consumers with higher education tend to prefer print media,the Internet,and selected radio and cable stations.

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters