Deck 4: Understand Business-To-Consumer Markets

Question 1

GoPro initially targeted athletes and other people who identified with excitement and ruggedness.

Answer 1

True
Explanation: See photo page 105.

Question 2

Marketers can affect learning by providing information using a message,format,and delivery that will encourage customers to retain the information in memory.

Answer 2

True
Explanation: Even if a stimulus is noticed and interpreted correctly, there is no guarantee it will be remembered. Marketing managers are particularly interested in understanding an individual's long-term memory recall about their brand.

Question 3

According to the model of the consumer decision process,the marketing activities that affect the consumer decision process include the value proposition,technology,and marketing communications.

Answer 3

False

Question 4

Mike and Judy find out they are going to have a baby and realize their Infiniti G coupe has to be replaced with a more practical vehicle.They engage in a thorough information search reviewing car magazines,soliciting opinions from friends and family,conducting online research,reading Consumer Reports,and test-driving a number of new cars and SUVs before making a final purchase decision.This is an example of extensive information search.

Question 5

Attitudes are formed by values and beliefs.Cultural and personal values help form attitudes.

Question 6

Subculture is a group within the culture that shares similar cultural artifacts created by differences in ethnicity,religion,race,or geography.

Question 7

Research on brand personality identified six brand personality traits.These include sincerity,excitement,competence,ruggedness,charm,and sophistication.

Question 8

An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.Attitudes are seldom if ever neutral.

Question 9

Demographics is defined by the National Heritage Society as "the characteristics of human populations and population segments,especially when used to identify consumer markets."

Question 10

Motivation is a system to select,organize,and interpret information to create a useful,informed picture of the world.

Question 11

Lifestyle refers to an individual's perspective on life and manifests itself in that person's activities,interests,and opinions (AIOs).

Question 12

Gender roles are behaviors regarded as proper for men and women in a particular society.These roles do not change over time,but they do change across cultures.

Question 13

Motivation,attitude,perception,learning,and personality are all psychological attributes.

Question 14

Eye contact,steady breathing,smiling,and swaying are all examples of positive nonverbal communication during a presentation.

Question 15

Personal attributes such as age,education,occupation,income,lifestyle,and gender are frequently used to define,identify,and classify an individual.

Question 16

Internal factors include personal characteristics and psychological attributes.

Question 17

An individual watching American Idol will react differently to an ad whether watching the show alone or at a party with friends.

Question 18

Throughout the lifecycle stages,consumers typically stick with the same products and purchase decisions.

Question 19

Perception is a system to select,organize,and interpret information to create a useful,informative picture of the world.

Question 20

Maslow's hierarchy of needs theory suggests that individuals are interested in luxuries even if their basic needs are not met.

Question 21

Beliefs,once formed,are _______ to change.

A)Vulnerable
B)Likely
C)Resistant
D)Expected
E)Prone

Question 22

_____ and ______ are the two categories of values.

A)Cultural, social
B)Personal, cultural
C)Religious, personal
D)Family, religious
E)Cultural, family

Question 23

Internal forces such as _____ and ______ affect consumer choices.

A)Age, attitude
B)Culture, education
C)Personality, society
D)Learning, culture
E)Income, culture

Question 24

Target,Walmart,and other retailers offer a wide range of books,DVDs,and other products targeted at single parents.This is an example of the ______ lifestyle trend in the United States.

A)Single moms
B)Alternative families
C)Single-parent homes
D)Women in the workforce
E)Single-parent families

Question 25

Mike and Mary see an ad for a new Sony LCD flat-panel television and have totally different attitudes toward the ad.This is because their perceptions of the ad are _______.

A)Similar
B)The same
C)Very different
D)Slightly similar
E)A little different

Question 26

ABC company is concerned about its customers' beliefs and values.ABC's marketing manager has customers ______ evaluate the product's performance on a list of attributes.

A)Participate in focus groups to
B)Check off rating scales that
C)Complete service quality surveys to
D)Sample products and provide feedback to
E)Attend a meeting to

Question 27

Graduating from college,getting married,and having a child all transform an individual's buying habits and are referred to as the _______.

A)Lifecycle buying stages
B)Family life cycle
C)Life stage cycle
D)Lifestyle cycle
E)Family life stages

Question 28

Perception drives John's attitudes,beliefs,motivation,and,eventually,his ____.

A)Values
B)Self-esteem
C)Performance
D)Behavior
E)Attention

Question 29

Herzberg's Two-Factor Theory proposes which two key elements of motivation?

A)Physiological and safety factors
B)Self-esteem and self-actualization factors
C)Existence and relatedness
D)Motivators and hygiene factors
E)Need for achievement and need for affiliation

Question 30

Alma and Tarvares see an ad for a new Sony LCD flat-panel television.Alma sees a high-quality television worth the money while Tarvares sees an overpriced television that does not warrant a premium price.What makes them see the same ad so differently?

A)Different values
B)Different self-esteem
C)Different attitudes
D)Different perceptions
E)Different beliefs

Question 31

Which of the following is not a positive nonverbal communication during a presentation?

A)Eye contact
B)Smiling
C)Steady breathing
D)Tone of voice
E)Hands in pockets

Question 32

In 2007,_______ percent of the workforce was made up of women.

A)46
B)35
C)50
D)60
E)65

Question 33

Americans are turning to healthier eating styles,which can be seen in most restaurants with new low-calorie and low-carb menus.This is an example of the ________ lifestyle trend in the United States.

A)Diet friendly
B)Healthy living
C)Health awareness
D)Health-conscious eating
E)Healthy habits

Question 34

Maslow's Hierarchy of Needs Theory suggests that humans have wants and needs that influence their behavior.People advance to the next level only if the lower needs are met.The order of the needs is ____________.

A)Safety, physiological, love/social, self-esteem, self-actualization
B)Safety, love/social, physiological, self-esteem, self-actualization
C)Physiological, love/social, safety, self-esteem, self-actualization
D)Physiological, safety, love/social, self-esteem, self-actualization
E)Physiological, safety, self-esteem, love/social, self-actualization

Question 35

_____,______,and _______ are all marketing activities that affect the consumer decision process.

A)Value proposition, technology, culture
B)Culture, society, technology
C)Value proposition, distribution, marketing communications
D)Distribution, technology, culture
E)Marketing communications, technology, culture

Question 36

Attitudes are learned or at least influenced by __________.

A)New information
B)Marketers
C)Religion
D)Motivation
E)Expectations

Question 37

Attitudes are _____ or _____,______ or ________.Attitudes are very seldom if ever neutral.

A)Good, bad, high, low
B)Strong, weak, high, low
C)Good, bad, strong, weak
D)Favorable, unfavorable, strong, weak
E)Favorable, unfavorable, positive, negative

Question 38

Companies are including on-premise day care centers as part of their benefit packages.In addition,private centers continue to see significant growth.This is an example of _______ lifestyle trends in the United States.

A)Men in the workforce
B)Single moms
C)Single-parent homes
D)Women in the workforce
E)Alternative lifestyle families

Question 39

______ is the best-known and most popular motivational theory.

A)Maslow's Hierarchy of Needs
B)Expectancy Theory
C)Herzberg's Two-Factor Theory
D)McClelland's Achievement Motivation Theory
E)Aldelfer's ERG Theory

Question 40

James is influenced by his work environment.He will likely _____.

A)Vacation at the same places as his coworkers
B)Avoid vacationing at the same places as his coworkers
C)Make different purchase decisions from his coworkers
D)Shop in different locations than those he works with
E)Wear clothes that set him apart from his coworkers

Question 41

Although conditioning requires little effort on the part of the learner,______ is more active and involves mental processes that acquire information to work through problems and manage life situations.

A)Classical learning
B)Long-term memory
C)Active learning
D)Cognitive learning
E)Operant learning

Question 42

When Bob was asked to describe Sherry,he didn't describe her by talking about her age or education; rather,his comments about her sense of humor were reflecting her ____.

A)Appearance
B)Personality
C)Income
D)Job type
E)Aptitude

Question 43

The two fundamental approaches to learning include ____ and _____.

A)Coaching, listening
B)Trial and error, coaching
C)Coaching, conditioning
D)Conditioning, cognitive learning
E)Conditioning, trial and error

Question 44

Frito-Lay is using _______ when offering free in-store samples of Doritos for the express purpose of getting people to try the product,enjoy the product,and finally purchase a bag of Doritos.

A)Operant conditioning
B)Cognitive learning
C)Sampling
D)Product trial
E)Classical conditioning

Question 45

_______ is an example of a brand personality.

A)Sophistication
B)Competence
C)Ruggedness
D)Sincerity
E)All of these

Question 46

Marketing managers need to pay attention to culture because _________.

A)Culture shapes the way people respond to the product offering
B)Not understanding culture means the risk of negative effect on product acceptance
C)The value proposition should include cultural cues
D)Customers filter messages through cultural influences
E)All of these

Question 47

______ is any change in the content or organization of long-term memory or behavior.

A)Conditioning
B)Memory
C)Learning
D)Behavior modification
E)Training

Question 48

______ is a unique set of personal qualities that produce distinctive responses across similar situations.

A)Attitude
B)Personality
C)Situational state
D)Personal characteristic
E)Mind-set

Question 49

When baby boomers hear music that connects them with positive memories and the product and brand that is being advertised,they reflect ______.

A)Conditioned learning
B)Operant conditioning
C)Cognitive learning
D)Emotional memory
E)Operant memory

Question 50

Information can be misunderstood or made to fit existing beliefs.This process is known as _______.

A)Selective awareness
B)Selective distortion
C)Selective memory
D)Selective retention
E)Selective hearing

Question 51

ABC Company wants to create an association between two stimuli: marketing information and feeling.ABC Company is using _______.

A)Cognitive learning
B)Brand management
C)Cognitive association
D)Operant conditioning
E)Classical conditioning

Question 52

Bella is exposed to 2,500 messages daily.Since she cannot process,let alone retain,all those messages,she focuses on what is relevant and eliminate what is not.What psychological tool did she employ?

A)Selective attention
B)Selective distortion
C)Selective awareness
D)Selection retention
E)Selective hearing

Question 53

While Chuck is aware of most stimuli around him,a number of _____ go unnoticed.

A)Subliminal stimuli
B)Subliminal messages
C)Subconscious stimuli
D)Subconscious messages
E)Unconscious messages

Question 54

_______ is the process of placing in one's memory only those stimuli that support existing beliefs and attitudes about a product or brand.

A)Selective awareness
B)Selective distortion
C)Selective memory
D)Selective retention
E)Selective hearing

Question 55

Joe's perceptions are shaped by these three psychological tools: _____,______,and ______.

A)Selective hearing, selective attention, selective vision
B)Selective attention, selective distortion, selective retention
C)Selective distortion, selective attention, selective vision
D)Selective awareness, selective vision, selective attention
E)Selective awareness, selective distortion, selective retention

Question 56

Although individuals are exposed to 2,000 to 5,000 messages daily,all messages are not processed,retained,and interpreted because of _________,which helps individuals focus on what is relevant and eliminate what is not.

A)Selective awareness
B)Selective distortion
C)Selective retention
D)Selective attention
E)Selective hearing

Question 57

_____ tends to reinforce existing attitudes and creates a real challenge for marketers trying to overcome negative beliefs and attitudes since people are less likely to be aware of or retain information to the contrary.

A)Selective awareness
B)Selective distortion
C)Selective memory
D)Selective retention
E)Selective hearing

Question 58

______ assimilate(s)the shared artifacts such as values,morals,beliefs,art,law,and customs into an organized system that enables people to function as members of society.

A)Norms
B)Ethics
C)Moral code
D)Culture
E)Moral values

Question 59

Whole Foods is considered to be down-to-earth and wholesome by consumers.Whole Foods has the trait of _____ brand personality.

A)Sincerity
B)Competence
C)Sophistication
D)Reliable
E)Honest

Question 60

Personality trait theories all have two basic assumptions: (1)each person has a set of consistent,enduring personal characteristics,and (2)those characteristics can be measured to identify ____________.

A)Differences between individuals
B)Reactions in certain situations
C)Common beliefs
D)Mood
E)Emotion

Question 61

______ is not an example of negative nonverbal communications during a presentation.

A)Swaying
B)Stuttering
C)Hands in pockets
D)Fidgeting
E)Tone of voice

Question 62

An emerging consumer trend in many industrialized countries is the willingness to trade _____ for ______.

A)Time, energy
B)Service, money
C)Service, time
D)Time, value
E)Time, money

Question 63

_____ is a ranking of individuals into harmonized groups based on demographic characteristics such as age,education,income,and occupation.

A)Class
B)Social class
C)Reference group
D)Class structure
E)Household life cycle (HLC)

Question 64

John's beliefs,attitudes,and behaviors are influenced by his friends.His friends can be identified as a(n)____.

A)Leading group
B)Reference group
C)Influential group
D)Association group
E)None of these

Question 65

Americans value hard work and achievement while Japanese value harmony and hierarchy.This is an example of which factors driving behavior?

A)Cultural factors
B)Social factors
C)Internal factors
D)Psychological factors
E)Situational factors

Question 66

_______ is the means of communicating through facial expressions,eye behavior,gestures,posture,and any other body language.

A)Cultural expression
B)Nonverbal communication
C)Communiqué
D)Situational communication
E)Verbal communication

Question 67

Tamara is searching for a new camera.This is a _____,so the entire process will take longer.

A)Big decision
B)High-involvement purchase
C)Low-involvement purchase
D)Repeat purchase
E)High-cost product

Question 68

Nonverbal communication can ______ what is spoken if not used correctly.

A)Reiterate
B)Confirm
C)Substantiate
D)Contradict
E)Alter

Question 69

In the United States,the obligation and commitment to family is often limited to an individual's immediate family,including his or her parents,children,and siblings.Most Latin American cultures,on the other hand,have a more wide-ranging definition of family that includes extended family members such as cousins and grandparents,and also are more inclusive with extended family members living together.This is an example of differences in _______.

A)Cultural values
B)Norms
C)Value preferences
D)Family structure
E)Cultural differences

Question 70

Judy works at XYZ Pizza shop.She is a single mom and makes minimum wage.She recently purchased a BMW; this is an example of a(n)_____.

A)Irresponsible purchase
B)Irrational choice
C)Aspirational purchase
D)Addictive behavior
E)Compulsive shopping behavior

Question 71

An individual watching an ad on the Major League Baseball World Series will act differently whether watching the show at home alone or at a party with friends due to differences in ______.

A)Physical surroundings
B)Lighting
C)Sounds
D)Distractions
E)Location

Question 72

While culture affects people in many ways,three factors are particularly relevant in consumer behavior: _______,_______,and _________.

A)Language, values, attitudes
B)Language, attitudes, nonverbal communications
C)Values, attitudes, language
D)Values, beliefs, language
E)Language, values, nonverbal communications

Question 73

Maria identifies with a specific religious group,which is a smaller subset of her culture.Maria's religious group is an example of a(n)______.

A)Institution
B)Social group
C)Support network
D)Subculture
E)Society

Question 74

The household life cycle is changing due to changes in ______.

A)Cultural beliefs
B)Cultural values
C)Family structure
D)Family life stage
E)Social class

Question 75

Kira is seeking out ______ because she is unfamiliar with the new computer she wants to buy and needs reassurance from someone she can talk to about a product selection before purchasing it.

A)Advice
B)Consumer reports
C)Market research
D)Information on the Internet
E)An opinion leader

Question 76

In the United States,most business conversations occur between three to five feet,which is greater distance than in Latin American cultures.This is an example of which cultural factor?

A)Language
B)Personal space
C)Values
D)Time perception
E)Perceptions

Question 77

_____ are principles shared by a society that assert positive ideals.These principles are often viewed on a continuum.

A)Values
B)Beliefs
C)Cultural beliefs
D)Cultural values
E)Moral beliefs

Question 78

Jenny shops differently when the line at the checkout is too long.This is due to differences in ______.

A)Personal situations
B)Personal circumstances
C)Physical surroundings
D)Social factors
E)Cultural values

Question 79

______ is not an example of positive nonverbal communication during a presentation.

A)Eye contact
B)Smiling
C)Steady breathing
D)Tone of voice
E)Swaying

Question 80

Jill is considered a(n)______ when it comes to wine because she has information about many kinds of wines,places to shop,and other facets of the wine market.

A)Expert
B)Market maven
C)Leader
D)Information haven
E)Member of a reference group