Question 1

The position you and your family occupy within your society is known as your ________.

Accepted Answer

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

Question 2

Using an undifferentiated strategy,marketers treat the market as homogeneous,purposely ignoring differences in the market and using one marketing strategy that will appeal to as many people as possible.

Accepted Answer

A) True 
 B)False

Question 3

Refer to the following scenario to answer the questions below.
Monique and Bob Smith are married with two children at home and a third away at college. They are also considering adopting another child. Monique is the primary shopper for her family. Every week, she goes shopping to buy products that she and her family need and want.
-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)  cultural cohort 
B)  social class 
C)  reference group 
D)  brand community 
E)  corporate culture

Question 4

Which of the following describes people with low levels of brand loyalty who may be willing to try a new brand?

Accepted Answer

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

Question 5

________ are people who search,share,and initiate marketing communication and brand relationships.

Accepted Answer

A)  Cool hunters 
B)  Buzz marketers 
C)  Seekers 
D)  Innovators 
E)  Early adopters

Question 6

If baby boomers are predictors of where product and service demand will be,increased demands will most likely be evident in ________ in the upcoming years.

Accepted Answer

A)  university enrollment 
B)  beer and wine 
C)  health care 
D)  the apparel industry 
E)  the automobile industry

Question 7

Which of the following statements regarding attitudes is most likely 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.

Question 8

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

Question 9

Psychographic segmentation is primarily based on studies of how people spend their money,their patterns of work and leisure,their interests and opinions,and their views of themselves.

Accepted Answer

A) True 
 B)False

Question 10

According to the VALS classification of consumers,what are the three primary motivations for buying products and services?

Accepted Answer

A)  ideals, achievement, and self-expression 
B)  self-orientation, self-expression, and self-fulfillment 
C)  age, social class, and education 
D)  resources, innovations, and psychographics 
E)  attitudes, lifestyle, and values

Question 11

Barbara doesn't like to make major purchase decisions,such as choosing which car to buy.However,she had to replace the old car she owned because it was no longer reliable,so she purchased a new Honda Accord.Although her entire family assisted in the purchase transaction and the salesperson was a close family friend and practically sold the car to her at cost,she is still concerned whether she made the right decision.Barbara is suffering from ________.

Accepted Answer

A)  mass desire 
B)  selective satisfaction 
C)  selective distortion 
D)  cognitive dissonance 
E)  selective exposure

Question 12

A sense of belonging,excitement,fun and enjoyment,warm relationships,self-fulfillment,respect from others,a sense of accomplishment,security,self-respect,and thrift are all examples of ________.

Accepted Answer

A)  norms 
B)  culture 
C)  core values 
D)  behaviors 
E)  attitudes

Question 13

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

Question 14

Acquired needs are those we learn in response to our culture and environment and may include needs for esteem,prestige,affection,power,and learning.

Accepted Answer

A) True 
 B)False

Question 15

Describe and explain a purchasing situation in which the purchaser and user of a product might have different wants.

Accepted Answer

The answer of Describe and explain a purchasing situation in...

Question 16

Which of the following is NOT a VALS classification of consumers?

Accepted Answer

A)  Thinkers 
B)  Strivers 
C)  Makers 
D)  Doers 
E)  Believers

Question 17

Psychographic analysis looks at ________ in terms of patterns of consumption,personal relationships,interests,and leisure activities.

Accepted Answer

A)  lifestyles 
B)  psychology 
C)  values 
D)  family 
E)  attitudes

Question 18

Which of the following can be used to provide marketers with a deeper understanding of how low-attention processing actually works and what motivates people into unconscious,intuitive decision making?

Accepted Answer

A)  microtargeting 
B)  niche marketing 
C)  neuromarketing 
D)  behavioral targeting 
E)  profile marketing

Question 19

________ is your view of the relationship between what you gain by trying something new and what you have to lose if it doesn't work out.

Accepted Answer

A)  Adoption 
B)  Adaptation 
C)  Perceived risk 
D)  Selective exposure 
E)  Selective distortion

Question 20

Consumers with lower education tend to be higher users of ________ than consumers of higher education.

Accepted Answer

A)  newspapers 
B)  radio 
C)  magazines 
D)  television 
E)  the Internet

Exam 5: Segmenting and Targeting the Audience

The position you and your family occupy within your society is known as your ________.

Using an undifferentiated strategy,marketers treat the market as homogeneous,purposely ignoring differences in the market and using one marketing strategy that will appeal to as many people as possible.

Which of the following describes people with low levels of brand loyalty who may be willing to try a new brand?

________ are people who search,share,and initiate marketing communication and brand relationships.

If baby boomers are predictors of where product and service demand will be,increased demands will most likely be evident in ________ in the upcoming years.

Which of the following statements regarding attitudes is most likely FALSE?

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

Psychographic segmentation is primarily based on studies of how people spend their money,their patterns of work and leisure,their interests and opinions,and their views of themselves.

According to the VALS classification of consumers,what are the three primary motivations for buying products and services?

A sense of belonging,excitement,fun and enjoyment,warm relationships,self-fulfillment,respect from others,a sense of accomplishment,security,self-respect,and thrift are all examples of ________.

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

Acquired needs are those we learn in response to our culture and environment and may include needs for esteem,prestige,affection,power,and learning.

Describe and explain a purchasing situation in which the purchaser and user of a product might have different wants.

Which of the following is NOT a VALS classification of consumers?

Psychographic analysis looks at ________ in terms of patterns of consumption,personal relationships,interests,and leisure activities.

Which of the following can be used to provide marketers with a deeper understanding of how low-attention processing actually works and what motivates people into unconscious,intuitive decision making?

________ is your view of the relationship between what you gain by trying something new and what you have to lose if it doesn't work out.

Consumers with lower education tend to be higher users of ________ than consumers of higher education.