Question 1

________ gender traits tend to be associated with one sex more than the other; for instance, wearing perfume and shaving legs are association with women.

Accepted Answer

A)  Driving 
B)  Primary 
C)  Secondary 
D)  Non-obvious 
E)  Nonfundamental 
A)  Driving 
B)  Primary 
C)  Secondary 
D)  Non-obvious 
E)  Nonfundamental C

Question 2

First-level needs include the need for water, food, air, shelter, and sex.

Accepted Answer

A) True 
 B)False  False

Question 3

MINI-CASE
Monique and Bob Smith are married with two young children at home and a third away at college. They are also considering adopting another child. Monique is the primary shopper for her family, and every week, she goes shopping to buy products that she and her family need and want.
-Refer to Mini-Case. In marketing terms, Monique is a ________.

Accepted Answer

A)  buyer 
B)  user 
C)  consumer 
D)  customer 
E)  purchaser 
A)  buyer 
B)  user 
C)  consumer 
D)  customer 
E)  purchaser C

Question 4

Teenagers, college students, retirees, southerners, Texans, athletes, musicians, and working single mothers all have what in common?

Accepted Answer

A)  They all come from the same social class. 
B)  They all share the same culture. 
C)  They all share the same behavioral characteristics. 
D)  They all share the same demographic characteristics. 
E)  They can all be considered subcultures. 
A)  They all come from the same social class. 
B)  They all share the same culture. 
C)  They all share the same behavioral characteristics. 
D)  They all share the same demographic characteristics. 
E)  They can all be considered subcultures.

Question 5

________ occurs when the consumer recognizes a need for a product.

Accepted Answer

A)  Need recognition 
B)  Information search 
C)  Evaluation of alternatives 
D)  Purchase decision 
E)  Postpurchase behavior 
A)  Need recognition 
B)  Information search 
C)  Evaluation of alternatives 
D)  Purchase decision 
E)  Postpurchase behavior

Question 6

Age, gender, education, income, occupation, race, and family size are all examples of ________ variables.

Accepted Answer

A)  psychographic 
B)  lifestyle 
C)  demographic 
D)  geographic 
E)  censusgraphic 
A)  psychographic 
B)  lifestyle 
C)  demographic 
D)  geographic 
E)  censusgraphic

Question 7

________ looks at patterns of consumption, personal relationships, and leisure activities.

Accepted Answer

A)  Lifestyle analysis 
B)  Psychographic profiling 
C)  Value analysis 
D)  Discretionary analysis 
E)  Cluster analysis 
A)  Lifestyle analysis 
B)  Psychographic profiling 
C)  Value analysis 
D)  Discretionary analysis 
E)  Cluster analysis

Question 8

Activities, opinions, and interests are some of the major components used to construct psychographic profiles of consumers.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements is false?

Accepted Answer

A)  In the last decade gay and lesbian consumers have become serious target markets. 
B)  Few cultures are more important to U.S. marketing than the Hispanic culture because it is growing proportionately faster than other ethnic groups. 
C)  There are media use differences based on ethnicity. 
D)  In the United States there has been a gradual movement from white-collar occupations to blue-collar occupations during the last three decades. 
E)  For advertisers, education tends to correlate with the type of medium consumers prefer. 
A)  In the last decade gay and lesbian consumers have become serious target markets. 
B)  Few cultures are more important to U.S. marketing than the Hispanic culture because it is growing proportionately faster than other ethnic groups. 
C)  There are media use differences based on ethnicity. 
D)  In the United States there has been a gradual movement from white-collar occupations to blue-collar occupations during the last three decades. 
E)  For advertisers, education tends to correlate with the type of medium consumers prefer.

Question 10

The Dove Real Beauty campaign tried to shatter the myth that the ________ for beauty can only be young, blond, and thin models who represent unattainable standards for most women.

Accepted Answer

A)  reference group 
B)  social class 
C)  ethnic group 
D)  subculture 
E)  family segment 
A)  reference group 
B)  social class 
C)  ethnic group 
D)  subculture 
E)  family segment

Question 11

According to Maslow's Hierarchy of Needs, which is the highest level of needs?

Accepted Answer

A)  ego needs 
B)  belongingness needs 
C)  safety needs 
D)  self-actualization needs 
E)  physiological needs 
A)  ego needs 
B)  belongingness needs 
C)  safety needs 
D)  self-actualization needs 
E)  physiological needs

Question 12

The social and cultural forces that impact consumer behavior include culture, social class, personality, family, and demographics.

Accepted Answer

A) True 
 B)False

Question 13

The Toyota case at the end of the chapter describes how Toyota goes after tuners. What are "tuners"?

Accepted Answer

A)  consumers that are tuned in to current trends in their age demographic 
B)  older consumers who "dance to their own tune," meaning they are not influenced by others when making consumption decisions 
C)  younger consumers who "dance to their own tune," meaning they are not influenced by others when making consumption decisions 
D)  young car buyers who live to customize their cars 
E)  opinion leaders who have an unusual influence on young car buyers 
A)  consumers that are tuned in to current trends in their age demographic 
B)  older consumers who "dance to their own tune," meaning they are not influenced by others when making consumption decisions 
C)  younger consumers who "dance to their own tune," meaning they are not influenced by others when making consumption decisions 
D)  young car buyers who live to customize their cars 
E)  opinion leaders who have an unusual influence on young car buyers

Question 14

________ is a term that describes how various companies operate.

Accepted Answer

A)  Corporate culture 
B)  Subculture 
C)  Management culture 
D)  Reference group 
E)  Working group 
A)  Corporate culture 
B)  Subculture 
C)  Management culture 
D)  Reference group 
E)  Working group

Question 15

Consumers are people who buy or use products to satisfy their needs and wants.

Accepted Answer

A) True 
 B)False

Question 16

What were the two specific ideas from research that drove the Dove Real Beauty campaign?

Accepted Answer

The answer of What were the two specific ideas from...

Question 17

Jean is 60 years old and very upset with the current discussion in our country about the overhaul of the Social Security System. She thinks the system is working just fine, and she is concerned about her benefits being cut if the system is changed in some way. When she sees information on television or reads in the newspaper about the benefits of changing the system, Jean modifies the information to fit it into her own personal beliefs about the system. What psychological influence is influencing Jean's behavior?

Accepted Answer

A)  exposure anxiety 
B)  want distortion 
C)  selective needs 
D)  perception 
E)  buyer's remorse 
A)  exposure anxiety 
B)  want distortion 
C)  selective needs 
D)  perception 
E)  buyer's remorse

Question 18

________ refers to consistency in behavior in terms of how we react to events and situations and behave in various roles.

Accepted Answer

A)  Psychology 
B)  Psychographics 
C)  Attitude 
D)  Value 
E)  Personality 
A)  Psychology 
B)  Psychographics 
C)  Attitude 
D)  Value 
E)  Personality

Question 19

Microsoft is always looking to the future to decide what new products they should introduce, and they're interested in general characteristics of the early adopter category of consumers. Based on the research in "the Inside Story" what would you tell Microsoft about this category of consumers?

Accepted Answer

The answer of Microsoft is always looking to the future...

Question 20

We all have the need for water, food, air, and shelter-basic needs that are necessary to maintaining life. What kind of needs are these known as?

Accepted Answer

A)  basic 
B)  innate 
C)  life-giving 
D)  acquired 
E)  necessary 
A)  basic 
B)  innate 
C)  life-giving 
D)  acquired 
E)  necessary

________ gender traits tend to be associated with one sex more than the other; for instance, wearing perfume and shaving legs are association with women.

First-level needs include the need for water, food, air, shelter, and sex.

Teenagers, college students, retirees, southerners, Texans, athletes, musicians, and working single mothers all have what in common?

________ occurs when the consumer recognizes a need for a product.

Age, gender, education, income, occupation, race, and family size are all examples of ________ variables.

________ looks at patterns of consumption, personal relationships, and leisure activities.

Activities, opinions, and interests are some of the major components used to construct psychographic profiles of consumers.

Which of the following statements is false?

The Dove Real Beauty campaign tried to shatter the myth that the ________ for beauty can only be young, blond, and thin models who represent unattainable standards for most women.

According to Maslow's Hierarchy of Needs, which is the highest level of needs?

The social and cultural forces that impact consumer behavior include culture, social class, personality, family, and demographics.

The Toyota case at the end of the chapter describes how Toyota goes after tuners. What are "tuners"?

________ is a term that describes how various companies operate.

Consumers are people who buy or use products to satisfy their needs and wants.

What were the two specific ideas from research that drove the Dove Real Beauty campaign?

________ refers to consistency in behavior in terms of how we react to events and situations and behave in various roles.

Microsoft is always looking to the future to decide what new products they should introduce, and they're interested in general characteristics of the early adopter category of consumers. Based on the research in "the Inside Story" what would you tell Microsoft about this category of consumers?

We all have the need for water, food, air, and shelter-basic needs that are necessary to maintaining life. What kind of needs are these known as?

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters

Exam 5: The Consumer Audience

________ gender traits tend to be associated with one sex more than the other; for instance, wearing perfume and shaving legs are association with women.

First-level needs include the need for water, food, air, shelter, and sex.

Teenagers, college students, retirees, southerners, Texans, athletes, musicians, and working single mothers all have what in common?

________ occurs when the consumer recognizes a need for a product.

Age, gender, education, income, occupation, race, and family size are all examples of ________ variables.

________ looks at patterns of consumption, personal relationships, and leisure activities.

Activities, opinions, and interests are some of the major components used to construct psychographic profiles of consumers.

Which of the following statements is false?

The Dove Real Beauty campaign tried to shatter the myth that the ________ for beauty can only be young, blond, and thin models who represent unattainable standards for most women.

According to Maslow's Hierarchy of Needs, which is the highest level of needs?

The social and cultural forces that impact consumer behavior include culture, social class, personality, family, and demographics.

The Toyota case at the end of the chapter describes how Toyota goes after tuners. What are "tuners"?

________ is a term that describes how various companies operate.

Consumers are people who buy or use products to satisfy their needs and wants.

What were the two specific ideas from research that drove the Dove Real Beauty campaign?

________ refers to consistency in behavior in terms of how we react to events and situations and behave in various roles.

Microsoft is always looking to the future to decide what new products they should introduce, and they're interested in general characteristics of the early adopter category of consumers. Based on the research in "the Inside Story" what would you tell Microsoft about this category of consumers?

We all have the need for water, food, air, and shelter-basic needs that are necessary to maintaining life. What kind of needs are these known as?

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters