Question 1

Which of the following statements is true regarding social class in the United States?

Accepted Answer

A) Social class is determined solely by income level. 
B) Lines between social classes in the United States are fixed and rigid. 
C) People in different social classes tend to buy different products. 
D) Wealth is more critical than education level in measuring social class. 
E) People are relegated to a permanent class layer in the United States. 
A) Social class is determined solely by income level. 
B) Lines between social classes in the United States are fixed and rigid. 
C) People in different social classes tend to buy different products. 
D) Wealth is more critical than education level in measuring social class. 
E) People are relegated to a permanent class layer in the United States.

Question 2

Which of the following is NOT a step in the consumer decision process?

Accepted Answer

A) need recognition 
B) cognitive dissonance 
C) information search 
D) postpurchase evaluation 
E) purchase decision 
A) need recognition 
B) cognitive dissonance 
C) information search 
D) postpurchase evaluation 
E) purchase decision

Question 3

With an expected increase in ethnic diversity within the American population, marketers are most likely to place a greater emphasis on which of the following?

Accepted Answer

A) geographic segmentation 
B) differing advertising messages 
C) mass marketing 
D) "us and them" paradigms 
E) tiered markets 
A) geographic segmentation 
B) differing advertising messages 
C) mass marketing 
D) "us and them" paradigms 
E) tiered markets

Question 4

The term ________ refers to lifestyle and psychological characteristics, such as activities, values, attitudes, interests, and opinions.

Accepted Answer

A) psychology 
B) psychographics 
C) attitude 
D) motivation 
E) personality 
A) psychology 
B) psychographics 
C) attitude 
D) motivation 
E) personality

Question 5

Which of the following is NOT a psychological influence on consumer decision making?

Accepted Answer

A) state of mind 
B) selective perception 
C) satisfaction 
D) personality 
E) innovation 
A) state of mind 
B) selective perception 
C) satisfaction 
D) personality 
E) innovation

Question 6

In Maslow's Hierarchy of needs, ________ needs include love, friendship and acceptance by others.

Accepted Answer

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

Question 7

Which of the following is NOT considered a consumer category of brand relationship?

Accepted Answer

A) innovators 
B) ex-users 
C) first-timers 
D) switchers 
E) regulars 
A) innovators 
B) ex-users 
C) first-timers 
D) switchers 
E) regulars

Question 8

Which of the following statements regarding attitudes is false?

Accepted Answer

A) Advertisers are interested in attitudes because of their impact on motivations. 
B) Attitudes vary in direction and strength; that is, an attitude can be positive or negative, reflecting like or dislike, or it can be neutral. 
C) Most attitudes are deeply set and cannot be changed. 
D) Attitudes are important to advertisers because they influence how consumers evaluate products, institutions, retail stores, and advertising. 
E) Attitudes are learned. 
A) Advertisers are interested in attitudes because of their impact on motivations. 
B) Attitudes vary in direction and strength; that is, an attitude can be positive or negative, reflecting like or dislike, or it can be neutral. 
C) Most attitudes are deeply set and cannot be changed. 
D) Attitudes are important to advertisers because they influence how consumers evaluate products, institutions, retail stores, and advertising. 
E) Attitudes are learned.

Question 9

Of the following, which ethnic minority is expected to be about 30% of the U.S. population by 2050?

Accepted Answer

A) African Americans 
B) Asian Americans 
C) Hispanics 
D) Native Americans 
E) Arab Americans 
A) African Americans 
B) Asian Americans 
C) Hispanics 
D) Native Americans 
E) Arab Americans

Question 10

Old Navy's "SuperModelquins" campaign features mock supermodels with celebrity-worthy stories that are featured on TV and the Web. They've been featured in a flyer patterned after a celebrity magazine, have attended high-profile events, and have a presence on Twitter. What type of influence on consumer decision making is this campaign attempting?

Accepted Answer

A) psychological 
B) cultural 
C) values 
D) benefits 
E) demographic 
A) psychological 
B) cultural 
C) values 
D) benefits 
E) demographic

Question 11

________ are the statistical, social, and economic characteristics used to describe a population, including age, gender and sexual orientation, education, income, occupation, race, and family status.

Accepted Answer

A) Psychographics 
B) Lifestyles 
C) Geographics 
D) Demographics 
E) Ethnographics 
A) Psychographics 
B) Lifestyles 
C) Geographics 
D) Demographics 
E) Ethnographics

Question 12

The source of norms is a culture's ________, which represent underlying belief systems.

Accepted Answer

A) values 
B) legal systems 
C) social systems 
D) social classes 
E) education systems 
A) values 
B) legal systems 
C) social systems 
D) social classes 
E) education systems

Question 13

Bob and Monique only purchase cars produced by General Motors. They also attend General Motors car shows, own General Motors merchandise, and encourage their friends and family to buy exclusively from General Motors. Their devotion to General Motors indicates that Bob and Monique belong to a ________.

Accepted Answer

A) demographic 
B) social class 
C) reference group 
D) brand community 
E) corporate culture 
A) demographic 
B) social class 
C) reference group 
D) brand community 
E) corporate culture

Question 14

Define segmenting and targeting, and name and describe typical approaches to segmentation.

Accepted Answer

Segmenting means dividing the market int

Question 15

Recently, an adventurous millionaire successfully made a dangerous climb in the Himalayas. This gentleman really has all of his basic needs satisfied, and he claims to do the things he does for self-fulfillment and enrichment. According to Maslow's Hierarchy of Needs, which need is this man satisfying?

Accepted Answer

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

Question 16

Which of the following statements is false?

Accepted Answer

A) In the last decade, gay and lesbian consumers have become substantial 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 during the last three decades, there has been a gradual movement from white-collar occupations to blue-collar occupations. 
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 substantial 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 during the last three decades, there has been a gradual movement from white-collar occupations to blue-collar occupations. 
E) For advertisers, education tends to correlate with the type of medium consumers prefer.

Question 17

Psychographics are the statistical, personal, social, and economic characteristics used to describe a population.

Accepted Answer

A) True 
 B)False

Question 18

There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years.

Accepted Answer

A) needs 
B) demographics 
C) lifestyle 
D) segmenting 
E) life cycle 
A) needs 
B) demographics 
C) lifestyle 
D) segmenting 
E) life cycle

Question 19

A person buying a boat would be unlikely to exhibit low-involvement buying behavior.

Accepted Answer

A) True 
 B)False

Question 20

The "bling bling generation" is a term coined by gay, upwardly mobile professionals.

Accepted Answer

A) True 
 B)False

Which of the following statements is true regarding social class in the United States?

Which of the following is NOT a step in the consumer decision process?

With an expected increase in ethnic diversity within the American population, marketers are most likely to place a greater emphasis on which of the following?

The term ________ refers to lifestyle and psychological characteristics, such as activities, values, attitudes, interests, and opinions.

Which of the following is NOT a psychological influence on consumer decision making?

In Maslow's Hierarchy of needs, ________ needs include love, friendship and acceptance by others.

Which of the following is NOT considered a consumer category of brand relationship?

Which of the following statements regarding attitudes is false?

Of the following, which ethnic minority is expected to be about 30% of the U.S. population by 2050?

________ are the statistical, social, and economic characteristics used to describe a population, including age, gender and sexual orientation, education, income, occupation, race, and family status.

The source of norms is a culture's ________, which represent underlying belief systems.

Define segmenting and targeting, and name and describe typical approaches to segmentation.

Which of the following statements is false?

Psychographics are the statistical, personal, social, and economic characteristics used to describe a population.

A person buying a boat would be unlikely to exhibit low-involvement buying behavior.

The "bling bling generation" is a term coined by gay, upwardly mobile professionals.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 5: Segmenting and Targeting the Audience

Which of the following statements is true regarding social class in the United States?

Which of the following is NOT a step in the consumer decision process?

With an expected increase in ethnic diversity within the American population, marketers are most likely to place a greater emphasis on which of the following?

The term ________ refers to lifestyle and psychological characteristics, such as activities, values, attitudes, interests, and opinions.

Which of the following is NOT a psychological influence on consumer decision making?

In Maslow's Hierarchy of needs, ________ needs include love, friendship and acceptance by others.

Which of the following is NOT considered a consumer category of brand relationship?

Which of the following statements regarding attitudes is false?

Of the following, which ethnic minority is expected to be about 30% of the U.S. population by 2050?

________ are the statistical, social, and economic characteristics used to describe a population, including age, gender and sexual orientation, education, income, occupation, race, and family status.

The source of norms is a culture's ________, which represent underlying belief systems.

Define segmenting and targeting, and name and describe typical approaches to segmentation.

Which of the following statements is false?

Psychographics are the statistical, personal, social, and economic characteristics used to describe a population.

A person buying a boat would be unlikely to exhibit low-involvement buying behavior.

The "bling bling generation" is a term coined by gay, upwardly mobile professionals.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters