Deck 7: Segmenting and Targeting the Audience

Question 1

________ is made up of tangible items-such as art,literature,buildings,and music-and intangible concepts-such as knowledge,laws,morals,and customs-that together define a group of people or a way of life.

A)Society
B)Culture
C)Ethnicity
D)Behavior
E)Social class

Answer 1

B

Question 2

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

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

Answer 2

E

Question 3

An exciting life,equality,wisdom,self-respect,social recognition,a sense of accomplishment,family security,and inner harmony are all examples of ________.

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

Answer 3

C

Question 4

Which of the following is NOT typically used to determine social class?

A)income
B)age
C)family prestige
D)occupation
E)education

Question 5

In an advertisement for a local carpet retailer,a well-known radio personality explains how the company solved his problem of replacing his old,stained carpet.Toward what part of the consumer decision process was this ad aimed?

A)evaluation of alternatives
B)purchase decision
C)need recognition
D)brand loyalty
E)postpurchase evaluation

Question 6

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?

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

Question 7

________ are simply rules learned through social interaction that specify or prohibit certain behaviors.

A)Norms
B)References
C)Values
D)Attitudes
E)Motivations

Question 8

Which of the following statements regarding business-to-business decision making is FALSE?

A)Businesses buy goods and services because they need ingredients for the products they manufacture.
B)Businesses buy goods and services because they need those goods and services for their business operations.
C)Quality is less important in business-to-business buying than in consumer buying.
D)Buying decisions are often made by committees rather than individuals.
E)The actual price of the purchased goods and services is negotiated by a buyer.

Question 9

Office rules,rigid work hours,and dress codes are all aspects of ________.

A)cross-cultural values
B)corporate culture
C)brand communities
D)cultural cohorts
E)reference groups

Question 10

________ is the consumer decision-making stage in which brand communication helps sort out products on the basis of tangible and intangible features.

A)Need recognition
B)Information search
C)Evaluation of alternatives
D)Risk perception
E)Adoption rate

Question 11

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

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

Question 12

Which of the following is a social influence on consumer decision making?

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

Question 13

An invitation to go skiing for the weekend forced Donna to look at her current wardrobe.She decided she should have a much warmer coat.Donna was in which stage of the purchase decision?

A)product evaluation
B)situational analysis
C)need recognition
D)problem screening
E)information search

Question 14

A shopper waiting in a supermarket checkout line decides to buy a candy bar.Which of the following is most likely the path to the shopper's decision?

A)think/do/feel
B)think/feel/do
C)feel/think/do
D)do/feel/think
E)feel/do/think

Question 15

The boundaries each culture establishes for "proper" behavior are called ________.

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

Question 16

A ________ is a group of people an individual uses as a model for behavior in specific situations.

A)subgroup
B)social class
C)reference group
D)normal group
E)cohort

Question 17

Lexus works to keep customers happy after each sale,aiming to delight the customer in order to gain a customer for life.In this pursuit,Lexus is focused on which step of the buyer decision process?

A)need recognition
B)information search
C)evaluation of alternatives
D)purchase decision
E)postpurchase evaluation

Question 18

________ describes how individuals or groups select,purchase,or use products,as well as the needs and wants that motivate these behaviors.

A)Marketing
B)Consumption
C)Consumer behavior
D)Psychology
E)Segmentation

Question 19

Norms come from a culture's ________,which represent underlying belief systems.

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

Question 20

Which of the following is a psychological influence on consumer decision making?

A)motivations
B)innovations
C)family
D)culture
E)brand relationships

Question 21

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 most likely satisfying?

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

Question 22

Which of the following is the public spread of a private want?

A)selective satisfaction
B)cognitive dissonance
C)adaptation
D)mass desire
E)normatization

Question 23

The basic driving forces that motivate us to do something are called ________.

A)wants
B)desires
C)values
D)needs
E)attitudes

Question 24

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

A)Innate
B)Primary
C)Acquired
D)Selective
E)Higher-order

Question 25

________ are what we feel for more essential items,such as food and shelter;________ occur when we desire or wish for something nonessential.

A)Needs;wants
B)Wants;needs
C)Primary needs;secondary needs
D)Acquired needs;primary needs
E)Innate wants;acquired wants

Question 26

In Maslow's Hierarchy of Needs,________ needs include water,sleep,and food.

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

Question 27

A(n)________ is an internal force that stimulates a person to behave in a particular manner and is produced by the tension caused by an unfulfilled want or need.

A)attitude
B)desire
C)value
D)motive
E)norm

Question 28

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

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

Question 29

According to the U.S.Census definition,a ________ consists of two or more people who are related by blood,marriage,or adoption,and live in the same household.

A)subculture
B)family
C)household
D)reference group
E)normative group

Question 30

Which of the following is a form of tension that occurs when there are discrepancies between what we actually receive and what we thought we would receive?

A)selective satisfaction
B)buyer's remorse
C)adaptation
D)mass desire
E)attribution

Question 31

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?

A)psychological
B)cultural
C)cognitive
D)behavioral
E)demographic

Question 32

Which of the following is for many people the most important reference group because of its formative role and the intensity of its relationships?

A)neighbors
B)teachers
C)family
D)employers
E)coworkers

Question 33

While many advertisers use celebrity endorsements,Dove's "Real Beauty" campaign used "real" women of different shapes and sizes as a(n)________,enforcing the idea that women who do not subscribe to unrealistic beauty standards established by conventional supermodels can set fashion and appearance standards.

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

Question 34

Which of the following statements is most likely TRUE regarding social class in the United States?

A)Social class is determined solely by income level.
B)Lines between social classes are fixed and rigid.
C)People in different social classes tend to buy different products.
D)Wealth is critical in determining social class,but education is not.
E)People are relegated to a permanent class layer.

Question 35

According to Maslow's Hierarchy of Needs,which level of needs includes self-fulfillment and enriching experiences?

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

Question 36

A ________ consists of all those who occupy a dwelling,whether or not they are related.

A)subculture
B)family
C)household
D)reference group
E)normative group

Question 37

Max is trying to get into a fraternity in college.Because he wants to be accepted by this group,he notices the brands of clothes the fraternity members all seem to wear and the types of beer they drink at parties,and he does the same.Actually,he doesn't even like beer,but that seems to be what is expected of people in this fraternity.For Max,the fraternity represents which of the following?

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

Question 38

Acquired needs are also called ________ needs.

A)secondary
B)primary
C)physiological
D)innate
E)safety

Question 39

Juan was born in Mexico but moved to the United States when he was five years old.His family is still close to relatives living in Mexico,and he lives in a neighborhood where most people speak Spanish,eat traditional Mexican dishes,wear traditional Mexican clothing,and listen to Mexican music.He remembers fondly his grandfather telling him stories of his home country's customs and heroes.All of these factors form the ________ that will influence Juan's consumer behavior.

A)social class
B)family
C)niche
D)culture
E)psychographics

Question 40

Prestige,status,and accomplishments are all examples of which level of needs in Maslow's Hierarchy of Needs?

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

Question 41

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

A)Targeting
B)Marketing
C)Positioning
D)Segmenting
E)Profiling

Question 42

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

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

Question 43

Which of the following refers to an organization evaluating and choosing the best market segments with which to communicate?

A)targeting
B)seeking
C)zoning
D)segmenting
E)profiling

Question 44

Which of the following statements is most likely FALSE?

A)In the last decade,gay and lesbian consumers have become substantial target markets.
B)Few ethnic markets are more important to U.S.marketing than the Asian American market because it is the largest ethnic group.
C)Some media use differences among groups are related to 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 45

According to the U.S.Census,Monique,Bob,and the children are considered a ________.

A)target market
B)family
C)culture
D)reference group
E)subculture

Question 46

The youngest of the baby boomers are now in their ________.

A)late 20s
B)mid to late 30s
C)mid to late 40s
D)50s
E)60s

Question 47

Which approach to segmentation divides the market using characteristics such as gender,ethnicity,income,and so forth?

A)demographic segmentation
B)geographic segmentation
C)psychographic segmentation
D)benefit segmentation
E)behavioral segmentation

Question 48

Which of the following is NOT an approach to segmenting consumer markets?

A)demographic segmentation
B)geographic segmentation
C)psychographic segmentation
D)behavioral segmentation
E)brand segmentation

Question 49

Though Monique doesn't eat them,she buys snack items for her children and is always looking for nutritious snacks rather than mere junk food.In marketing terms,Monique is considered which type of consumer?

A)user
B)business
C)purchaser
D)influencer
E)trend setter

Question 50

Which strategy do planners employ to treat the market as homogeneous,using general appeals for all consumers?

A)multi-segment strategy
B)undifferentiated strategy
C)behavioral targeting strategy
D)microtargeting strategy
E)niche strategy

Question 51

________ is the amount of money available to a household after taxes and basic necessities such as food and shelter are paid for.

A)Taxable income
B)Discretionary income
C)Available income
D)Net income
E)Gross income

Question 52

________ 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.

A)Psychographics
B)Lifestyles
C)Geographic variables
D)Demographics
E)Ethnographic variables

Question 53

Which age-related population group is also referred to as the iGeneration?

A)Generation X
B)Millennials
C)Generation Y
D)the Greatest Generation
E)the Me Generation

Question 54

Subsegments of a more general market segment are known as ________ markets and are defined by individuals with some distinctive interest or attitude,such as being ecologically minded consumers.

A)behavioral
B)niche
C)cultural
D)generational
E)social

Question 55

Which approach to segmentation divides people into groups based on product category and brand usage?

A)demographic segmentation
B)geographic segmentation
C)psychographic segmentation
D)benefit segmentation
E)behavioral segmentation

Question 56

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,Lex and the other students represent a ________.

A)target market
B)family
C)household
D)reference group
E)subculture

Question 57

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 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 ________.

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

Question 58

International,national,state,city,climate,and urban/rural are all ways to segment a market by ________.

A)demographics
B)geographic variables
C)psychographics
D)behavioral characteristics
E)benefits sought

Question 59

Which of the following most accurately characterizes members of Generation Y?

A)They are children of baby boomers.
B)They are the least environmentally educated.
C)They have reached their peak earning and spending years.
D)They were once labeled "the Greatest Generation."
E)They are less immersed in technology than Gen Xers are.

Question 60

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 ________.

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

Question 61

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

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 62

Which of the following psychographic segmentation tools uses ZIP codes to identify geographic clusters of lifestyle segments?

A)MindBase
B)PRIZM
C)VALS
D)SRI
E)DMA

Question 63

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

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

Question 64

Which of the following categories in Rogers' Diffusion of Innovation model represents the 2.5 percent of the population willing to try something new?

A)innovators
B)early adopters
C)early majority
D)late majority
E)laggards

Question 65

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

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

Question 66

________ refers to the quantity of a purchase.

A)Adoption rate
B)Brand relationship
C)Diffusion
D)Trend rate
E)Usage rate

Question 67

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

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

Question 68

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

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

Question 69

The ________ process refers to the speed with which people are willing to try a new product.

A)need recognition
B)adoption
C)risk
D)trial
E)usage

Question 70

According to SRI International,early adopters ________.

A)have stronger social networks than innovators do
B)cannot be identified by demographics alone
C)are low-volume media users
D)are less technologically savvy than laggards are
E)are heavily influenced by others in their social circles

Question 71

________ are professional researchers hired by advertisers to identify trends that may affect consumer behavior.

A)Profilers
B)Seekers
C)Trend spotters
D)Demographers
E)Buzz marketers

Question 72

Which of the following refers to the rate at which new ideas are spread?

A)word-of-mouth
B)innovation
C)usage
D)diffusion
E)adoption

Question 73

Which of the following is referred to as a designated market area?

A)niche market
B)micromarket
C)media market
D)cultural cohort
E)brand community

Question 74

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

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

Question 75

Which of the following was indicated by the Census income data reported in 2011?

A)The middle class is growing.
B)The recession disproportionately affected the upper class.
C)More people are in the top third of the income distribution.
D)More people are in the bottom third of the income distribution.
E)The middle class was not affected by the recession.

Question 76

In targeting and profiling consumers,a traditional retailer's first strategic concern is ________.

A)diffusion
B)attitudes
C)fads
D)trends
E)geography

Question 77

________ 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.

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

Question 78

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

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 79

________ specialize in identifying trendy fads that appeal to young people.

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

Question 80

Which of the following is the largest ethnic group in the United States?

A)Caucasians
B)African Americans
C)Asian Americans
D)Latinos
E)American Indians