Deck 5: Segmenting and Targeting the Audience

Question 1

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

A) state of mind
B) innovation
C) family
D) culture
E) brand relationship

Answer 1

A

Question 2

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 ________.

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

Answer 2

C

Question 3

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

A) culture
B) reference groups
C) personality
D) psychographics
E) innovation

Answer 3

E

Question 4

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 5

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

Question 6

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 7

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 8

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

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

Question 9

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 10

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 11

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

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

Question 12

________ 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 13

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

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

Question 14

________ 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

Question 15

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 16

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 17

________ 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 18

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 19

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 20

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 21

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

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

Question 22

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 23

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 24

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 25

________ 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) Geographics
D) Demographics
E) Ethnographics

Question 26

________ 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 27

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

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

Question 28

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 29

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

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

Question 30

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

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

Question 31

________ 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 32

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

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

Question 33

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 34

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 35

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 36

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 37

________ 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 38

Acquired needs are also called ________ needs.

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

Question 39

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 40

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 41

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 42

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 43

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 44

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

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

Question 45

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

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

Question 46

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 Hispanic market because it is growing proportionately faster than other ethnic groups.
C) Some media use differences 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 47

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 48

What two variables are used to organize the VALS Lifestyle Framework?

A) resources and innovation
B) age and self-orientation
C) age and social class
D) resources and psychographics
E) social class and education

Question 49

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 50

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

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

Question 51

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 52

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 53

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 54

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 55

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 56

________ refers to the quantity of a purchase.

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

Question 57

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 58

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 59

________ 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 60

Which of the following is the fastest growing minority group in the United States?

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

Question 61

Older consumers with sophisticated tastes and generally affluent lifestyles are identified as belonging to the demographic and lifestyle segment called ________.

A) dinkies
B) yuppies
C) skippies
D) ruppies
E) guppies

Question 62

Which of the following involves matching online ads to interests indicated by consumers' online activities?

A) data mining
B) behavioral targeting
C) geofencing
D) niche marketing
E) mass marketing

Question 63

Physiological needs include the need for water,food,and sleep.

Question 64

________ 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 65

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 66

________ 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 67

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

Question 68

The social and cultural forces that impact consumer decision making include culture,social class,family,and demographics.

Question 69

A household differs from a family in that it consists of all those who occupy a dwelling,whether or not they are related.

Question 70

A need is an internal force that stimulates an individual to behave in a particular manner.

Question 71

An acquired need can also be called a secondary need.

Question 72

The first step in the consumer decision process is information search.

Question 73

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 74

The phenomenon of trends and fads is most closely related to which of the following?

A) psychographic factors
B) geographic factors
C) cross-cultural factors
D) gender
E) corporate culture

Question 75

Purchase decision is the last step of the consumer decision process.

Question 76

A difference between the low- and high-involvement decision processes is the amount of information needed to make a decision.

Question 77

________ 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 78

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 79

Values are defined as rules that we learn through social interaction that specify or prohibit certain behaviors.

Question 80

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

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