Deck 5: The Consumer Audience

Question 1

People who buy or use products to satisfy their needs and wants are known as ________.

A) consumers
B) buyers
C) users
D) customers
E) a market

Answer 1

consumers

Question 2

A critical behavior predictor called _______refers to how much of a product category or brand a customer buys.

A) usage
B) brand relationship
C) state of mind
D) innovation
E) adoption

Answer 2

state of mind

Question 3

Culture is learned and passed on from one generation to the next, and the boundaries each culture establishes for behavior are called ________.

A) references
B) values
C) norms
D) subculture
E) core values

Answer 3

norms

Question 4

________ can be defined by geographic regions or by shared human characteristics such as age, values, language, or ethnic background.

A) Norms
B) Cultures
C) Reference groups
D) Subcultures
E) Mini-cultures

Question 5

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

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 6

________ is a term that describes how various companies operate.

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

Question 7

Which of the following is NOT a function reference groups perform for consumers?

A) they provide information
B) they determine which products to buy
C) they serve as a means of comparisons
D) they offer guidance
E) all of the above are functions reference groups perform for consumers

Question 8

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

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

Question 9

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

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

Question 10

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

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

Question 11

Which of the following statements is false?

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 12

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

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

Question 13

In Maslow's pyramid ________ needs include prestige, status, and accomplishment.

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

Question 14

In Maslow's pyramid ________ needs include security, shelter, and protection.

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

Question 15

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

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

Question 16

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

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

Question 17

Which of the following is a consumer category of brand relationship?

A) switchers
B) light users
C) early adopters
D) innovators
E) laggards

Question 18

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

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

Question 19

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

Question 20

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

Question 21

Subculture is a term that describes how various companies operate.

Question 22

The Asian market is becoming a huge opportunity because it is growing proportionately faster than other ethnic groups.

Question 23

Ethnicity is becoming a major criterion for segmenting markets.

Question 24

The area in which a target market lives correlates with several demographic characteristics and is important to advertisers.

Question 25

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

Question 26

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

Question 27

The Achievers and Strivers are motivated by achievement.

Question 28

Targeting means dividing the market into groups of people who have similar characteristics in certain key product-related areas.

Question 29

The Dove "Campaign for Beauty" punctured the obsession with stick-thin bodies and Barbie Doll images. What type of influence on consumer decision making is this obsession?

A) psychological
B) cultural
C) family
D) target market
E) demographic

Question 30

According to the chapter's opening and closing vignettes, Dove's advertising campaign was very successful. How did Dove achieve this success?

A) Dove met the need of women to love their bodies and feel beautiful at any size or age.
B) Dove advertised extensively on TV.
C) Dove's radio campaign had a major impact on the audience.
D) Dove directed the campaign to the target market of men 15-22 years old.
E) Dove used typical models in the campaign.

Question 31

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?

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

Question 32

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.

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

Question 33

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?

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

Question 34

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

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 35

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 ________.

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

Question 36

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. Lex, Bob and Monique's oldest son who is away at college, lives with three other students in a house off-campus. According to the U.S. Census, they represent a ________.

A) census track
B) family
C) household
D) reference group
E) subculture

Question 37

Explain how the Dove Real Beauty campaign used advertising to increase sales of Dove.

Question 38

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

Question 39

You have been invited to speak at a small business workshop to explain how consumers make purchase decisions and the basic factors that influence these decisions. Briefly describe what you would discuss being careful not to overload them with too much information because your audience is not very marketing-savvy. Just explain the basic concepts you know about the consumer audience.

Question 40

Explain the perceptions of consumers that presented a marketing challenge to the Dove brand.

Question 41

What is the difference between a consumer's need and a want?

Question 42

Explain the resource dimension of the VALS system and compare the "Survivors" and "Innovators" categories of the VALS system in regard to resources.

Question 43

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?

Question 44

The case at the end of the chapter, "Toyota Goes After Tuners," describes who tuners are and what marketers are doing to attract this group of consumers. Explain what "tuners" are and why you think tuners are so attractive to marketers, even after accounting for their spending power.

Question 45

MINI-CASE
A recent article in the Wall Street Journal described how the next "Pepsi Generation" likely will be drinking diet cola. Pepsi learned that one-third of teens were diet soda drinkers last year and that teens start drinking diet soft drinks at a very early age. However, they also acknowledged that a substantial portion of young people don't consider diet sodas cool, particularly men. The chief marketing officer for Pepsi-Cola North America was quoted as saying, "We are treating Diet Pepsi as the flagship brand. . . . It's a big step for us." Indeed, this is a major break with the traditional soft-drink marketing in which the sugar-sweetened brand still dominates in market share. However, with concerns of rising obesity and schools cutting back on sugar-sweetened drinks in vending machines, soft-drink manufacturers, like Pepsi, are responding with an increase in marketing of their diet soft drinks. As part of this new change in focus, Diet Pepsi will be marketed as a hip, cool brand for everyone, including teenagers and Baby Boomers. Meanwhile, the article stated that Pepsi is narrowing its sales pitch for regular Pepsi-Cola to "soda drinkers younger than 25, Latinos, African-Americans, and sports fans."
-Refer to Mini-Case. By treating the diet soda market as relatively homogenous, what marketing strategy is this known as?