Deck 6: Analyzing Consumer Markets

Question 1

The fundamental determinant of a person's wants and behaviour is the person's

A) family tree
B) culture
C) psyche
D) national origin
E) peer group

Answer 1

B

Question 2

A(n) ________ group is one whose values or behaviour an individual rejects.

A) disassociative
B) primary
C) aspirational
D) procreational
E) membership

Answer 2

A

Question 3

A person's ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behaviour.

A) subculture
B) culture
C) psychographics
D) demographics
E) reference groups

Answer 3

E

Question 4

Smaller ________ provide more specific identification and socialization for their members.

A) multicultures
B) networks
C) subcultures
D) markets
E) nationalities

Question 5

A more direct influence on everyday buying behaviour is the family of procreation namely, one's

A) neighbours and colleagues.
B) parents and siblings.
C) extended family.
D) spouse and children.
E) friends and acquaintances.

Question 6

________ 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) Psychology
B) Consumer behaviour
C) Psychographic segmentation
D) Target marketing
E) Anthropology

Question 7

Marketers like Hallmark that create marketing messages with a focus on connections and relationships with family and friends are likely to win the most positive responses from

A) single parents.
B) young adults.
C) women.
D) seniors.
E) men.

Question 8

Which of the following would be the best illustration of a subculture?

A) your occupation
B) a fraternity or sorority
C) your university
D) a group of close friends
E) a religion

Question 9

Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive and appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?

A) opinion leader
B) muckraker
C) protestor
D) protector
E) silent majority

Question 10

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) procreation
B) orientation
C) reference
D) intimacy
E) immediacy

Question 11

Traditional purchasing roles are changing. Canadian Grocer magazine estimates that ________ percent of men now shop for groceries.

A) 35 to 40
B) 25 to 30
C) 30 to 35
D) 10 to 15
E) over 50

Question 12

The family in a buyers life consisting of spouse and children is the ________.

A) family of procreation
B) family of orientation
C) family of influence
D) family of efficiency
E) purchasing family

Question 13

Which of the following best describes a new social class that has emerged in Quebec?

A) A less educated blue collar group returning to the trades
B) An anglo-dominated business sector
C) A new middle class of educated francophone professionals
D) More politically assertive and pro-business
E) A larger lower-class relying on subsidies

Question 14

The media buyer working on a luxury automobile account should keep in mind that social classes differ in media preferences, with upper-class consumers often preferring ________ and books and lower-class consumers often preferring television.

A) video or computer games
B) movies
C) music downloads
D) radio
E) magazines

Question 15

Marketers such as Roots, Petro Canada, and Molson find that Canadian icons such as the maple leaf can be powerful communications tools due to

A) their uniqueness in this country.
B) multicultural marketing efforts.
C) the maturing market.
D) their cost-effectiveness and ease of reproduction.
E) the culturally-based shared understanding of certain symbols.

Question 16

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 more interest in than your average male?

A) An all-over body spray by Axe
B) Tickets to WWE wrestling
C) Saxophone lessons
D) Cowboy boots made from elephant hide
E) An IBM computer

Question 17

With respect to facts about Canadian consumption practices, after personal income taxes and shelter, what was the category that Canadian households spent the most money on?

A) clothing
B) education
C) transportation
D) recreation
E) food

Question 18

________ is defined as being relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behaviour.

A) The family
B) A group
C) Subculture
D) Culture
E) Social class

Question 19

Virtually all human societies exhibit ________ which sometimes takes the form of a caste system.

A) regionalism
B) multitasking
C) families of procreation
D) aspirational groups
E) social stratification

Question 20

Groups having a direct influence are called ___________ groups.

A) aspirational
B) secondary
C) primary
D) reference
E) membership

Question 21

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) using the product itself
C) web sites
D) acquaintances
E) the mass media

Question 22

The brand personality of MTV could be characterized as having the trait of ________.

A) sophistication
B) competence
C) sincerity
D) excitement
E) ruggedness

Question 23

Husbands and wives display different decision-making roles in most families. The trend for the purchase of expensive products like cars or vacations in families is for ________ to be responsible for most of the decisions.

A) the husband
B) the wife
C) both husband and wife
D) child-oriented decision making
E) holistic decision making

Question 24

Many banks and insurance companies, as well as other marketers, focus on critical life events or transitions that consumers may face in their lifetimes in order to show ways their products and services can help. These marketers understand the impact of ________ stages.

A) family life cycle
B) economic circumstance
C) product life cycle
D) psychological life-cycle
E) role and status

Question 25

Levi's suggests a ________ that is rugged, youthful, rebellious, and authentic.

A) trademark
B) brand personality
C) psychological approach to advertising
D) functionality
E) lifestyle

Question 26

With respect to understanding consumer behaviour, there are four key psychological processes. Which of the following processes relates to the theories of Freud, Maslow, and Herzberg?

A) Learning
B) Self-reliance
C) Memory
D) Perception
E) Motivation

Question 27

Walmart has become the largest company in the world by appealing to ________ consumers.

A) organic
B) multi-tasking
C) money-constrained
D) time-constrained
E) convenience involvement

Question 28

People choose products that reflect and communicate their role and actual or desired ________ in society.

A) group
B) status
C) attitudes
D) feelings
E) beliefs

Question 29

Marriage, childbirth, and divorce are all considered ________ which could give rise to new needs.

A) reference groups
B) critical life events or transitions
C) roles and statuses
D) life choices
E) the family of procreation

Question 30

Adults experience certain passages or transformations as they go though life. This is known as the ________ life-cycle.

A) transitional
B) psychological
C) family
D) cultural
E) critical

Question 31

YTV, Canada's leading youth television network, is one vehicle marketers can use to tap into the ________ or "pester power" children can exert on household spending.

A) guilt
B) direct influence
C) time pressure
D) brand preferences
E) indirect influence

Question 32

Which of the following is one of the CRTC's regulations on advertising to children:

A) no celebrity endorsements of products
B) no animation or special effects
C) any mention of price must be lower than ten dollars
D) no product demonstrations of any kind
E) no depictions of children using the advertised product

Question 33

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 report frustration to management.
B) to develop a callous attitude toward marketers.
C) to multitask.
D) to set fewer goals.
E) to give in to personal burdens.

Question 34

________ is the belief systems that underlie attitudes and behaviours.

A) Cue
B) Attitude
C) Core values
D) Belief
E) Drive

Question 35

________ assumed that the psychological forces shaping people's behaviour are largely unconscious, and that a person cannot fully understand his or her own motivations.

A) Frederick Herzberg
B) John Cacioppo
C) Karl Marx
D) Sigmund Freud
E) Abraham Maslow

Question 36

A ________ when it is aroused to a sufficient level of intensity.

A) need becomes a motive
B) unfulfilled demand becomes a crisis
C) personal demand exceeds the ability to rationally reject
D) motive becomes a need
E) desire becomes a reality

Question 37

________ portrays the "whole person" interacting with his or her environment.

A) Subculture
B) Attitude
C) Reference group
D) Culture
E) Lifestyle

Question 38

The decisions a computer marketer makes in relation to warranty could be guided by which two factors that are the basis of Herzberg's theory?

A) Promotion and communication
B) Quality and performance
C) Supply and demand
D) Satisfiers and dissatisfiers
E) Price and quantity

Question 39

________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

A) Beliefs
B) Culture
C) Image
D) Personality
E) Heredity

Question 40

Loblaws offers organic foods to consumers who worry about the environment, want products to be produced in a sustainable way, and spend money to advance their personal development and potential. These consumers have been named ________.

A) "Socialists"
B) "Mamas"
C) "Tree Huggers"
D) "LOHAS"
E) "Green"

Question 41

The buying process starts when the buyer recognizes a

A) an advertisement for the product.
B) an internal cue.
C) problem or need.
D) product.
E) a salesperson from a previous visit.

Question 42

A ________ is a strong internal stimulus impelling action.

A) drive
B) discrimination
C) reinforcement
D) cue
E) belief

Question 43

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 distortion
B) selective retention
C) subliminal perception
D) short-term memory
E) cognitive dissonance

Question 44

Frederick Herzberg developed a ________ that distinguishes dissatisfiers and satisfiers.

A) two-factor theory
B) psychological constraint theory
C) probability scale
D) leadership model
E) trait-role theory

Question 45

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) long-term memory processing
B) short-term memory processing
C) subliminal processing of information
D) heightened attention
E) active information search

Question 46

________ is the tendency to interpret information in a way that will fit our preconceptions.

A) Selective retention
B) Cognitive dissonance
C) Selective distortion
D) Discrimination
E) Subliminal perception

Question 47

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 can be considered an experiential information source?

A) consumer-rating organizations
B) mass media
C) personal handing and examination
D) acquaintances
E) Web sites

Question 48

________ can work to the advantage of marketers with strong brands, such as Coke or Pepsi, when consumers change neutral or ambiguous brand information to make it more positive.

A) Selective distortion
B) Selective retention
C) Selective choice
D) Selective attention
E) Selective embellishment

Question 49

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs.

A) safety
B) esteem
C) physiological
D) self-actualization
E) social

Question 50

In general, the more attention placed on the meaning of information during ________, the stronger the resulting associations in memory will be.

A) encoding
B) decoding
C) retrieval
D) memorization
E) classification

Question 51

If a consumer uses Google to find comparative reports on new automobiles in preparation for deciding on whether to purchase one or not, the consumer is using which of the following information sources for assistance?

A) personal
B) public
C) experiential
D) under-the-radar
E) commercial

Question 52

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 memory
B) subliminal memory
C) long-term memory
D) middle memory
E) subconscious memory

Question 53

Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.

A) somewhat limited
B) very limited
C) extremely durable
D) often reflective
E) fluid

Question 54

Maria sees her best friend driving around in her new car and decides that she needs a new car also. Which of the following forms of stimulus has activated Maria's problem recognition process?

A) secondary stimuli
B) peer stimuli
C) marketing induced stimuli
D) external stimuli
E) internal stimuli

Question 55

Brand ________ consist of all the brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand node.

A) associations
B) link
C) connection
D) personality
E) stimulus

Question 56

The ________ says people have a general tendency to attribute success to themselves and failure to external causes.

A) availability heuristic
B) hedonic bias
C) trait-role theory
D) awareness set
E) generalization theory

Question 57

________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement

A) Learning theory
B) Economic theory
C) Psychological theory
D) Demand theory
E) Demographic theory

Question 58

A need can be triggered by internal or external stimuli in which of the five stages of the consumer buying process?

A) evaluation of alternatives
B) purchase decision
C) problem recognition
D) information search
E) post-purchase behaviour

Question 59

The ________ are those brands that meet consumers' initial buying criteria.

A) awareness set
B) consideration set
C) choice set
D) decision set
E) total set

Question 60

It has been estimated that the average person is exposed to over ________ ads or brand communications a day.

A) 800
B) 1 300
C) 1 500
D) 1 000
E) 500

Question 61

The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called

A) consumer disengagement.
B) elaboration likelihood.
C) variety-seeking.
D) consumer involvement.
E) low-involvement.

Question 62

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) representativeness
B) availability
C) adjustment
D) anchoring
E) semantic

Question 63

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________ according to importance.

A) needs
B) wants
C) consuming attitudes
D) desires
E) brand beliefs

Question 64

When Kellogg's attempts to alter a consumer's beliefs about their Special K brand as a means of getting the consumer to re-think his or her purchase decision, the marketer is using ________ to accomplish this task.

A) biased positioning
B) positioning
C) psychological repositioning
D) repositioning
E) competitive depositioning

Question 65

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) decision set
B) consideration set
C) awareness set
D) total set
E) choice set

Question 66

A key driver of sales frequency is the ________ rate.

A) product consumption
B) utility
C) refusal
D) disposal
E) option

Question 67

If performance meets consumer expectations, the consumer is

A) overwhelmed.
B) surprised.
C) disappointed.
D) satisfied.
E) delighted.

Question 68

A(n) ________ is a descriptive thought that a person holds about something.

A) desire
B) belief
C) emotion
D) feeling
E) attitude

Question 69

Which of the following strategies for approaching consumers who had rejected your company's model of a product for another competitive brand is called competitive depositioning?

A) Redesign your company's product.
B) Alter beliefs about your company's brand.
C) Alter beliefs about competitors' brands.
D) Covertly alter the qualitative data about your product.
E) Call attention to neglected attributes.

Question 70

A(n) ________ puts people into a frame of mind: liking or disliking an object, moving toward or away from it.

A) position
B) feeling
C) attitude
D) stance
E) belief

Question 71

Customer value analysis reveals the company's strengths and weaknesses relative to various competitors. Which of the following would be considered to be the first step in this process?

A) Assess the company and competitors' performances on customer values.
B) Examine customer ratings of the company and competitors.
C) Assess the quantitative importance of the different attributes.
D) Identify the major attributes customers value.
E) Monitor customer values over time.

Question 72

A consumer tells another consumer, "Every time I eat at Big Bill's Steakhouse I get poor service." Whether this is true or not, it is the consumer's perception. This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic.

A) discrimination
B) screening
C) representativeness
D) availability
E) differentiation

Question 73

________ risk occurs if the product fails to perform up to expectations.

A) Social
B) Functional
C) Physical
D) Financial
E) Psychological

Question 74

With the ________, predictions of usage are based on quickness and ease of use.

A) representative heuristic
B) availability heuristic
C) adjustment heuristic
D) anchoring heuristic
E) semantic heuristic

Question 75

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 other?

A) amount of purchasing power
B) short-term memory capabilities
C) attitudes of others
D) ability to return merchandise
E) the self-concept

Question 76

Tracey Roche has finally decided which brand of laundry detergent to buy. She selects this brand from the ________ set.

A) belief
B) consideration
C) total
D) choice
E) awareness

Question 77

The consumer chooses the best brand on the basis of its perceived most important attribute when using this decision rule.

A) choice heuristic
B) timing
C) noncompensatory heuristic
D) elimination-by-aspects heuristic
E) lexicographic heuristic

Question 78

________ refers to the manner by which consumers code, categorize, and evaluate financial outcomes of choices.

A) Financial accounting
B) Factual accounting
C) Mental accounting
D) Behavioural accounting
E) Cost accounting

Question 79

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) primary
B) lexicographic
C) conjunctive
D) elimination-by-aspects
E) secondary

Question 80

If a consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past, the consumer used a ________ to arrive at this purchase decision.

A) behavioural route
B) central route
C) subjective route
D) objective route
E) peripheral route