CHAPTER 1—CONSUMER BEHAVIOR AND CONSUMER RESEARCH
CHAPTER 1—CONSUMER BEHAVIOR AND CONSUMER RESEARCH
MULTIPLE CHOICE
1. Which of the following activities are characteristic of a customer-centric firm?
|a. |Identifying customers’ needs. |
|b. |Formulating strategies to fit customers’ needs. |
|c. |Consumer research and analysis to monitor trends. |
|d. |A and B |
|e. |A, B, and C |
ANS: E
2. Consumer behavior consists of which of the following activities?
|a. |Obtaining |d. |A and B |
|b. |Consuming |e. |A, B, and C |
|c. |Disposition |
ANS: E
3. Consumer behavior can be defined as:
|a. |a field of study focusing on marketing activities |
|b. |a field of study focusing on consumer activities |
|c. |a study of pricing |
|d. |the study of decision rules |
|e. |None of the above. |
ANS: B
4. ____ refers to activities leading up to and including the purchase or receipt of the product.
|a. |Purchase |d. |Obtaining |
|b. |Consumption |e. |Disposal |
|c. |Exchange |
ANS: D
5. ____ refers to how consumers get rid of the product and packaging.
|a. |Purchase |d. |Obtaining |
|b. |Consumption |e. |Disposal |
|c. |Exchange |
ANS: E
6. The key element in the definition of the marketing concept is:
|a. |Consumption |d. |Purchase |
|b. |Disposal |e. |Accommodation |
|c. |Exchange |
ANS: C
7. Consumption analysis refers to:
|a. |why and how people use products. |
|b. |why and how people make products. |
|c. |when and where people dispose of products. |
|d. |A and B |
|e. |A, B, and C |
ANS: B
8. Successful organizations believe:
|a. |consumers are influenced by the needs and wants of the organization. |
|b. |marketing is the process of transforming or changing an organization to have what people will buy. |
|c. |marketing is not really important. |
|d. |marketing is the process of transforming consumer wants into the firm's product offering. |
|e. |None of the above. |
ANS: B
9. Which of the following areas can be better understood by studying consumer behavior?
|a. |Consumer preferences for different advertisements |
|b. |Financial decisions |
|c. |Voting in elections |
|d. |A and C |
|e. |A, B, and C |
ANS: E
10. ____ activities are used by public health advocates to influence people to abstain from illegal drugs or stop underage smoking.
|a. |Promotional |d. |Demarketing |
|b. |Marketing |e. |All of the above. |
|c. |Advertising |
ANS: D
11. Which of the following is not an example of demarketing activities aimed at consumers?
|a. |Warning labels |
|b. |Advertising restrictions |
|c. |Bans from smoking in public places |
|d. |Higher taxes on cigarettes |
|e. |All of the above are examples of demarketing activities. |
ANS: E
12. “Only the customer can fire us all” implies that:
|a. |consumers determine which firms survive and which fail. |
|b. |customers can be manipulated into buying goods and services. |
|c. |customers are concerned only when prices go higher. |
|d. |firms should not bother with research as the customer is fickle. |
|e. |None of the above. |
ANS: A
13. Many firms are trying to develop relationships with their customers because:
|a. |people are naturally brand loyal. |
|b. |new customers are very expensive to recruit. |
|c. |doing so makes it easier to retain them. |
|d. |consumer behavior is very difficult to understand. |
|e. |B and C are correct. |
ANS: E
14. Consumer product manufacturers study consumer behavior to influence:
|a. |brand choice |d. |None of the above. |
|b. |purchase |e. |All of the above. |
|c. |consumption |
ANS: E
15. The retail supply chain does not include:
|a. |Manufacturers |
|b. |Retailers |
|c. |Wholesalers |
|d. |Public policy makers |
|e. |The retail supply chain includes all of the above. |
ANS: D
16. Facilitating organizations include:
|a. |advertising and research firms |
|b. |financial institutions |
|c. |transportation or logistic firms |
|d. |All of the above are types of facilitating organizations. |
|e. |Only A and C are types of facilitating organizations. |
ANS: D
17. In the early days of the American Colonies, the power within the retail supply chain was held primarily by:
|a. |Wholesalers |d. |Consumers |
|b. |Manufacturers |e. |None of the above. |
|c. |Retailers |
ANS: A
18. The selling of the Ford Model T was an example of a ____ orientation.
|a. |marketing |d. |manufacturing |
|b. |comprehensive consumer |e. |retailer |
|c. |wholesaler |
ANS: D
19. Having what consumers are likely to buy is a characteristic of a ____ orientation.
|a. |manufacturing |d. |All of the above. |
|b. |selling |e. |None of the above. |
|c. |marketing |
ANS: C
20. Whereas a ____ focuses on how an organization adapts to consumers, a ____ extends this focus to how all organizations in a demand chain adapt to changing consumer lifestyles and behaviors.
|a. |selling orientation; marketing orientation |
|b. |marketing orientation; comprehensive consumer orientation |
|c. |manufacturing orientation; selling orientation |
|d. |comprehensive consumer orientation; manufacturing orientation |
|e. |None of the above. |
ANS: B
21. Consumer research has three major methodological approaches. These are:
|a. |observational, interviews and surveys, critical relativism |
|b. |observational, interviews and surveys, experimentation |
|c. |observational, critical relativism, experimentation |
|d. |experimentation, critical relativism, interviews and surveys |
|e. |experimentation, post-modernism, critical relativism |
ANS: B
22. ____ is a method in which a researcher accompanies consumers through the shopping and consumption processes.
|a. |Focus groups |d. |Shadowing |
|b. |Longitudinal studies |e. |None of the above. |
|c. |Experimentation |
ANS: D
23. A consumer researcher conducting psychophysiological observations would be more likely to use which of the following methods to gather data?
|a. |Biofeedback |d. |A and B |
|b. |Magnetic resonance imaging |e. |A, B, and C |
|c. |Vocal analysis |
ANS: E
24. Focus groups and longitudinal studies are examples of:
|a. |Experimentation |d. |Post-modernism |
|b. |Interviews and surveys |e. |Critical relativism |
|c. |Observation |
ANS: B
25. ____ usually consist of 8 to 12 people involved in a discussion led by a moderator skilled in getting consumers to discuss a subject thoroughly.
|a. |Focus groups |d. |Shadowing studies |
|b. |Longitudinal studies |e. |None of the above. |
|c. |Experiments |
ANS: A
26. Suppose you are interested in measuring consumers' opinions repeatedly over time in order to see if there is a change in these opinions. Which type of methodology would be most appropriate for you to use?
|a. |Focus groups |d. |Shadowing studies |
|b. |Longitudinal studies |e. |None of the above. |
|c. |Experiments |
ANS: B
27. ____ attempts to understand cause-and-effect relationships by carefully manipulating independent variables.
|a. |Focus groups |d. |Shadowing studies |
|b. |Longitudinal studies |e. |None of the above. |
|c. |Experiments |
ANS: C
28. According to Chapter 1, which of the following is not a drawback of choice modeling?
|a. |Interrelations of independent variables could make it unreliable to interpret. |
|b. |Gender differences in the participant pool may bias the analysis. |
|c. |Data may not be sufficient, accurate, up to date or relevant. |
|d. |All of the above are identified in Chapter 1 as drawbacks of choice modeling. |
|e. |None of the above are identified in Chapter 1 as drawbacks of choice modeling. |
ANS: B
29. Chapter 1 indicates that the text was written with some underlying principles about consumers. Which of the following is not one of them?
|a. |The consumer is sovereign. |
|b. |The consumer is global. |
|c. |Consumers are different; consumers are alike. |
|d. |The consumer has rights. |
|e. |All of the above are underlying principles discussed in Chapter 1. |
ANS: E
30. Which of the following is not one of the Consumer Bill of Rights discussed in Chapter 1?
|a. |The right to safety. |
|b. |The right to be informed. |
|c. |The right to choose. |
|d. |The right to enjoy a clean and healthful environment. |
|e. |All of the above are listed in the Consumer Bill of Rights. |
ANS: E
31. ____ refers to the activities leading up to and including the purchase or receipt of a product while ____ refers to how, where, when, and under what circumstances consumers use products.
|a. |Acquiring; expend |d. |Obtaining: consuming |
|b. |Purchase; utilize |e. |None of the above. |
|c. |Selecting; using |
ANS: D
32. When consumer analysts recognize similarities within groups of consumers but differences between groups exist across national boundaries, this is know as:
|a. |intermarket segmentation |d. |trans-national segmentation |
|b. |market segmentation |e. |international segmentation |
|c. |national segmentation |
ANS: A
33. In which of the following eras did the consumer have the most influence?
|a. |Manufacturer |d. |Production |
|b. |Wholesaler |e. |Selling |
|c. |Retailer |
ANS: C
CHAPTER 2—CREATING MARKETING STRATEGIES FOR CUSTOMER-CENTRIC ORGANIZATIONS
MULTIPLE CHOICE
1. A firm pursuing a customer-centric focus would be involved in all of the following except:
|a. |producing new or improved products |
|b. |utilizing evolving marketing methods |
|c. |focusing on new or changing target markets |
|d. |improving financial efficiencies |
|e. |All of the above are areas in which a customer-centric firm is involved. |
ANS: D
2. Having a customer-centric organization means that a firm has which of the following characteristics?
|a. |System-wide simultaneous training |
|b. |Customer-based metrics |
|c. |Cross-function integration |
|d. |Shared vision and values |
|e. |All of the above are characteristics of a customer-centric organization. |
ANS: E
3. Value is:
|a. |money |
|b. |the difference between what consumers give up for a product and what they pay |
|c. |the benefits consumers receive from the product |
|d. |less than product quality |
|e. |None of the above. |
ANS: E
4. ____ involves the allocation of resources to develop and sell products or services that consumers will perceive to provide more value then competitive products or services.
|a. |Market analysis |d. |Market diversification |
|b. |Market segmentation |e. |Implementation |
|c. |Marketing strategy |
ANS: C
5. Marketing strategy is a process that involves which of the following areas of strategy formulation and implementation?
|a. |Brand strategy |d. |A and C |
|b. |Market analysis |e. |A, B, and C |
|c. |Market segmentation |
ANS: E
6. Consumer analysis should include all of the following except:
|a. |consumer trends |
|b. |communication methods to reach target markets |
|c. |global consumer markets |
|d. |models to predict purchase and consumption patterns |
|e. |It should include all of the above. |
ANS: E
7. Market analysis should include all of the following except:
|a. |the consumer |d. |the legal environment |
|b. |the company |e. |It should include all of the above. |
|c. |competitors |
ANS: E
8. To gain a competitive advantage in today’s environment, a firm should develop and communicate which of the following components to consumers?
|a. |Brand |d. |A and B |
|b. |Price |e. |A, B, and C |
|c. |Product features |
ANS: E
9. For a new product to avoid failure in today’s market and be successful it must:
|a. |satisfy the needs, wants, and objectives of the management team. |
|b. |satisfy the objectives of the company’s shareholders. |
|c. |perform in a manner that is comparable to existing products on the market. |
|d. |provide the consumer with all of the benefits and product characteristics offered by the leading competitive brand. |
|e. |None of the above. |
ANS: E
10. ____ is an understanding of consumers' expressed and unspoken needs.
|a. |Consumer analysis |d. |Consumer insight |
|b. |Consumer focus |e. |None of the above. |
|c. |Consumer intuition |
ANS: D
11. When marketers study the consumer environment, they would look at all of the following except:
|a. |demographic trends |
|b. |personal and group influences |
|c. |knowledge, attitudes, and motivations |
|d. |They would look at all of the above. |
ANS: D
12. Firms should anticipate which of the following from their competitors?
|a. |Product giveaways |d. |B and C |
|b. |Advertising blitzes |e. |All of the above. |
|c. |Price cuts |
ANS: E
13. The process of identifying a group of people similar in one or more ways is called:
|a. |Market research |d. |Market segmentation |
|b. |Target marketing |e. |None of the above. |
|c. |Market analysis |
ANS: D
14. A group of consumers with similar needs and behavior that differs from those of the entire mass market is called a:
|a. |Market niche |d. |Market unit |
|b. |Market segment |e. |Target market |
|c. |Mass market |
ANS: B
15. ____ occurs when an organization chooses to market and sell the same product and service to all consumers.
|a. |Niche marketing |d. |Mass market customization |
|b. |Market aggregation |e. |Target marketing |
|c. |Market consolidation |
ANS: B
16. Factors leading to the demise of mass marketing include:
|a. |consumer affluence |d. |Only A and B |
|b. |manufacturing technology |e. |All of the above are factors. |
|c. |multiple distribution channels |
ANS: E
17. Which of the following is not a variable used for segmenting consumer markets?
|a. |Demographics |
|b. |Psychographics |
|c. |Purchase behavior |
|d. |Geographical characteristics |
|e. |All of the above are variables used for segmenting consumer markets. |
ANS: E
18. Customizing goods or services for individual customers in high volumes and at relatively low costs is known as:
|a. |target marketing |d. |mass customization |
|b. |niche marketing |e. |niche customization |
|c. |mass marketing |
ANS: D
19. Which is not a factor in determining the attractiveness of a market segment?
|a. |Measurability |d. |Substantiality |
|b. |Marketability |e. |Congruency |
|c. |Accessibility |
ANS: B
20. The ability to obtain information about the size nature and behavior of the market segment refers to:
|a. |Measurability |d. |Substantiality |
|b. |Marketability |e. |Congruency |
|c. |Accessibility |
ANS: A
21. The degree to which a market can be reached is called:
|a. |Measurability |d. |Substantiality |
|b. |Marketability |e. |Congruency |
|c. |Accessibility |
ANS: C
22. The size of the market refers to:
|a. |Measurability |d. |Substantiality |
|b. |Marketability |e. |Congruency |
|c. |Accessibility |
ANS: D
23. How similar members are to each other refers to:
|a. |Measurability |d. |Substantiality |
|b. |Marketability |e. |Congruency |
|c. |Accessibility |
ANS: E
24. The four elements of the marketing mix are:
|a. |product, price, place, and prestige. |
|b. |price, position, place, and promotion. |
|c. |place, product, price, and promotion. |
|d. |promotion, place, prestige, and product. |
|e. |position, price, product, and promotion. |
ANS: C
25. The total bundle of utilities obtained by consumers in the exchange process is called the:
|a. |Price |d. |Prestige |
|b. |Promotion |e. |Place |
|c. |Product |
ANS: C
26. In the 4 P’s that comprise the marketing mix, product refers to:
|a. |goods |d. |A and B |
|b. |services |e. |A, B, and C |
|c. |tangible and intangible attributes |
ANS: E
27. In the 4 P’s that comprise the marketing mix, ____ is when the firm decides on the most effective outlets through which to sell their products and how best to get them there.
|a. |position |d. |place |
|b. |promotion |e. |location |
|c. |product |
ANS: D
28. The total bundle of disutilities given up by consumers in exchange for a product is the:
|a. |Price |d. |Prestige |
|b. |Promotion |e. |Place |
|c. |Product |
ANS: A
29. In the 4 P’s that comprise the marketing mix, price refers to the disutilities given up by consumers. These disutilities include:
|a. |cash or credit card debt. |d. |A and B only |
|b. |time or inconvenience. |e. |A, B, and C |
|c. |psychological risk. |
ANS: E
30. According to consumer research, which of the following prices would be most likely to evoke perceptions of high quality?
|a. |$30.00 |d. |$29.75 |
|b. |$29.98 |e. |$27.99 |
|c. |$25.50 |
ANS: A
31. In the 4 P’s that comprise the marketing mix, promotion refers to:
|a. |advertising and public relations. |d. |A and B |
|b. |sales promotion. |e. |A, B and C |
|c. |price. |
ANS: D
32. Which of the following cannot be viewed as a brand?
|a. |Firms |
|b. |Institutions |
|c. |People |
|d. |Service |
|e. |All of the above can be viewed as a brand. |
ANS: E
33. The functional elements of a brand does not include:
|a. |Quality |
|b. |Performance |
|c. |Logistics |
|d. |Service |
|e. |All of the above are functional elements of a brand. |
ANS: D
34. The emotional elements of a brand includes:
|a. |Image |d. |Evoked feelings |
|b. |Personality |e. |All of the above. |
|c. |Style |
ANS: E
35. Which is not one of the seven R's of the marketing mix?
|a. |Resources |d. |Retailer |
|b. |Reliability |e. |Repetitiveness |
|c. |Rate |
ANS: E
36. Of the seven R's, which one is concerned with dependency on the supply chain?
|a. |Resources |d. |Retailer |
|b. |Reliability |e. |Repetitiveness |
|c. |Rate |
ANS: B
37. Of the seven R's, which one is concerned with speed to market?
|a. |Resources |d. |Retailer |
|b. |Reliability |e. |Repetitiveness |
|c. |Rate |
ANS: C
38. Which of the following would not strengthen customer loyalty?
|a. |Instituting a total quality control policy |
|b. |Building realistic expectations |
|c. |Providing guarantees |
|d. |Soliciting customer feedback |
|e. |All of the above should strengthen customer loyalty. |
ANS: E
39. The final stage of marketing strategy in customer-centric organizations is:
|a. |brand strategy. |
|b. |implementation. |
|c. |market analysis. |
|d. |market segmentation. |
|e. |manufacturing and production efficiencies. |
ANS: B
40. Thinking globally requires the ability to understand markets beyond one's own country of origin with respect to:
|a. |sources of demand |
|b. |sources of supply |
|c. |methods of effective management and marketing |
|d. |A and B |
|e. |All of the above. |
ANS: E
41. ____ is the comparison of similarities and differences in behavioral and physical aspects of cultures.
|a. |Ethnographics |d. |Country-of-origin research |
|b. |Cross-cultural analysis |e. |Intermarket analysis |
|c. |Cultural empathy |
ANS: B
42. The ability to understand the inner logic and coherence of other ways of life and refrain from judging other value systems is called:
|a. |Ethnographics |d. |Country-of-origin research |
|b. |Cross-cultural analysis |e. |Intermarket analysis |
|c. |Cultural empathy |
ANS: C
43. ____ can help analyze the subtle ways buyers and sellers interact in the marketplace and can be useful in business negotiation processes.
|a. |Ethnographics |d. |Country-of-origin research |
|b. |Cross-cultural analysis |e. |Intermarket analysis |
|c. |Cultural empathy |
ANS: A
44. The identification of groups of customers who transcend traditional market or geographic boundaries is called:
|a. |Ethnographics |d. |Country-of-origin research |
|b. |Cross-cultural analysis |e. |Intermarket analysis |
|c. |Cultural empathy |
ANS: E
45. Some advertising messages and specific product characteristics tend to be better suited than others for a globalized advertising approach. These include:
|a. |The product satisfies universal needs and desires |
|b. |The communication message is based on similar lifestyles |
|c. |The appeal of the ad is to basic human needs and emotions |
|d. |A and C |
|e. |All of the above. |
ANS: E
CHAPTER 12—FAMILY AND HOUSEHOLD INFLUENCES
MULTIPLE CHOICE
1. What % of all U.S. households owns a pet?
|a. |37% |d. |61% |
|b. |48% |e. |74% |
|c. |56% |
ANS: C
2. Families are important to businesses because:
|a. |many products are purchased by the family unit. |
|b. |individuals' buying decisions may be influenced heavily by other family members. |
|c. |families are easier to target than individuals. |
|d. |A and B |
|e. |A, B, and C |
ANS: D
3. The term ____ is used to describe all persons, both related and unrelated, who occupy a housing unit.
|a. |nuclear family |d. |co-habitation |
|b. |extended family |e. |None of the above. |
|c. |household |
ANS: C
4. The ____ is the nuclear family, plus other relatives, such as grandparents, uncles, and aunts, cousins and parents-in-law.
|a. |nuclear family |d. |family of procreation |
|b. |extended family |e. |None of the above. |
|c. |family of orientation |
ANS: B
5. A group of two or more persons related by blood, marriage, or adoption is known as a:
|a. |family |d. |family of orientation |
|b. |household |e. |None of the above. |
|c. |family of procreation |
ANS: A
6. The family into which one is born is called the:
|a. |extended family |d. |family of orientation |
|b. |nuclear family |e. |None of the above. |
|c. |family of procreation |
ANS: D
7. The family into which one marries is called the:
|a. |extended family |d. |family of orientation |
|b. |nuclear family |e. |None of the above. |
|c. |family of procreation |
ANS: C
8. Which of the following terms can be used by marketers to study families as a unit of analysis?
|a. |Households |d. |A and B |
|b. |Consumer unit |e. |A, B, and C |
|c. |Minimal household unit |
ANS: E
9. The term CU refers to:
|a. |consumer unit |d. |customer unity |
|b. |customer unit |e. |None of the above. |
|c. |competitive unit |
ANS: A
10. The term MHU stands for:
|a. |maximum household unit |d. |marginal housing unit |
|b. |minimal household unit |e. |None of the above. |
|c. |maximal household unit |
ANS: B
11. Structural variables affecting households and families include:
|a. |marital status |d. |A and C |
|b. |employment status |e. |A, B, and C |
|c. |presence of children |
ANS: E
12. Which of the following is not one of the sociological variables used to explain how families function?
|a. |Cohesion |
|b. |Adaptability |
|c. |Communication |
|d. |Structure |
|e. |All of the above are sociological variables that can be used to explain how families function. |
ANS: D
13. ____ is the emotional bonding between family members.
|a. |Affect |d. |Commitment |
|b. |Cohesion |e. |None of the above. |
|c. |Unity |
ANS: D
14. Adaptability measures the ability of a family to change its:
|a. |power structure |d. |A and B |
|b. |role relationships |e. |B and C |
|c. |income |
ANS: D
15. A/an ____, also known as functional roles, involves financial performance and other functions performed by group members.
|a. |instrumental role |d. |supportive role |
|b. |expressive role |e. |None of the above. |
|c. |family role |
ANS: A
16. A/an ____ involves supporting other family members in the decision-making process and expressing the family's aesthetic or emotional needs, including upholding family norms.
|a. |instrumental role |d. |supportive role |
|b. |expressive role |e. |None of the above. |
|c. |family role |
ANS: B
17. Which of following is not one of the individual roles in family decision making?
|a. |User |d. |Transmitter |
|b. |Decider |e. |Initiator |
|c. |Influencer |
ANS: D
18. Which of the following is not one of the categories used for representing the relative influence of spouses in family buying decisions?
|a. |Joint |
|b. |Wife dominant |
|c. |Husband dominant |
|d. |Child dominant |
|e. |All of the above are categories used for representing spousal influence. |
ANS: D
19. What does the term FLC mean?
|a. |Forever Lifetime Customers |d. |Family Lessons Continue |
|b. |Family Life Cycle |e. |None of the above. |
|c. |Family Lifestyle Consumption |
ANS: B
20. What does CLC stand for?
|a. |Continuous Lifetime Customers |d. |Competition Learns Continuously |
|b. |Consumer Life Cycle |e. |None of the above. |
|c. |Consumers Love Competition |
ANS: B
21. Which of the following terms can be used to describe the series of stages a family passes through over time?
|a. |Family life cycle |d. |A and B |
|b. |Household life cycle |e. |A, B, and C |
|c. |Consumer life cycle |
ANS: E
22. At which stage of the family life cycle is the family most satisfied with its financial position?
|a. |Newly married couples |d. |Empty nest I |
|b. |Full nest I |e. |Empty nest II |
|c. |Full nest III |
ANS: D
23. Which of the following changes related to marriage and family have not been occurring in American society over the past three decades?
|a. |Higher rates of divorce |
|b. |Delays in second marriages |
|c. |Nonmarital cohabitation |
|d. |The ratio of married and single households are almost equal |
|e. |All of the above are changes that have been occurring. |
ANS: B
24. The basic structure of families and households is changing in which of the following?
|a. |United States |d. |B and C |
|b. |Canada |e. |A, B, and C |
|c. |Europe |
ANS: E
25. Over the past three decades, the average household size in the United States has ____.
|a. |increased |c. |remained the same |
|b. |decreased |
ANS: B
26. In terms of their career orientation, working women can be classified as:
|a. |hard workers versus lazy workers. |
|b. |get the job done workers versus career workers. |
|c. |just-a-job workers versus career workers. |
|d. |part-time workers versus full-time workers. |
|e. |None of the above. |
ANS: C
27. Chapter 12 discusses how LeoShe has divided mothers into different groups. Which of the following is not one of these groups?
|a. |Miracle Mothers |
|b. |Tug of War Moms |
|c. |Strong Shoulders |
|d. |Mothers of Invention |
|e. |All of the above are groups mothers are divided into. |
ANS: A
28. According to Chapter 12, which of the following stores do children like to shop at?
|a. |Convenience stores |d. |Grocery store |
|b. |Mass merchandisers |e. |All of the above. |
|c. |Specialty stores |
ANS: E
29. Children average just over ____ store visits per year, either alone or with parents.
|a. |200 |d. |2000 |
|b. |500 |e. |5000 |
|c. |1000 |
ANS: A
30. Most children make their first independent purchase at:
|a. |convenience stores. |d. |music stores. |
|b. |grocery stores. |e. |None of the above. |
|c. |electronics stores. |
ANS: A
31. On which of the following do children aged 4-12 spend the most money?
|a. |Apparel |d. |Electronics |
|b. |Entertainment |e. |Other |
|c. |Food and Beverages |
ANS: C
32. Cohabitating couples made up ____ percent of the population in 1970 compared to ____ percent in 2000.
|a. |1.04; 7.0 |d. |1.0; 5.0 |
|b. |0.3; 5.6 |e. |None of the above. |
|c. |2.7; 3.4 |
ANS: D
CHAPTER 13—GROUP AND PERSONAL INFLUENCE
MULTIPLE CHOICE
1. Which of the following is capable of exerting reference group influence?
|a. |Sports teams |d. |A and C |
|b. |Families |e. |A, B, and C |
|c. |Famous or admired individuals |
ANS: E
2. Which of the following is not a type of reference group?
|a. |Primary |
|b. |Aspirational |
|c. |Transient |
|d. |Formal |
|e. |All of the above is a type of reference group. |
ANS: C
3. ____ groups usually exert the greatest reference group influence.
|a. |Primary |d. |Formal |
|b. |Aspirational |e. |Informal |
|c. |Secondary |
ANS: A
4. ____ groups are a social aggregation that is sufficiently intimate to permit and facilitate unrestricted direct interaction.
|a. |Primary |d. |Formal |
|b. |Aspirational |e. |Informal |
|c. |Secondary |
ANS: A
5. ____ groups have face-to-face interaction, but it is more sporadic, less comprehensive, and less influential in shaping thought and behavior.
|a. |Primary |d. |Formal |
|b. |Aspirational |e. |Informal |
|c. |Secondary |
ANS: C
6. ____ groups are those with which the individual tries to avoid association.
|a. |Primary |d. |Disassociative |
|b. |Formal |e. |Aspirational |
|c. |Informal |
ANS: D
7. ____ groups are characterized by a defined structure and a known list of members and requirements for membership.
|a. |Primary |d. |Membership |
|b. |Formal |e. |Aspirational |
|c. |Informal |
ANS: B
8. What are the three primary types of influence that affect individuals’ decisions, behaviors, purchases, and lifestyles?
|a. |Normative; Social image; Primary |
|b. |Secondary; Informational; Aspirational |
|c. |Membership; Social image; Formal |
|d. |Informational; Normative; Value-expressive |
|e. |None of the above. |
ANS: D
9. Which of the following is not a type of group influence discussed in Chapter 13?
|a. |Normative influence |
|b. |Social image influence |
|c. |Informational influence |
|d. |Value-expressive influence |
|e. |All of the above is a type of group influence discussed in Chapter 13. |
ANS: D
10. ____ influence occurs when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors.
|a. |Social Image |d. |Normative |
|b. |Value-Expressive |e. |Formal |
|c. |Informational |
ANS: B
11. ____ influence occurs when individuals alter their behaviors or beliefs to meet the expectations of a particular group.
|a. |Social Image |d. |Normative |
|b. |Value-Expressive |e. |Formal |
|c. |Informational |
ANS: D
12. Reference groups:
|a. |help in the socialization process. |
|b. |provide a useful basis for social comparison. |
|c. |are important in obtaining compliance with societal norms. |
|d. |A and C |
|e. |A, B, and C |
ANS: E
13. A change in beliefs or actions based on real or perceived group pressures is called:
|a. |conformity |d. |observance |
|b. |compliance |e. |None of the above. |
|c. |acceptance |
ANS: A
14. ____ occurs when an individual conforms to the wishes of the group without accepting all its beliefs or behaviors.
|a. |Conformity |d. |Observance |
|b. |Compliance |e. |Conspicuousness |
|c. |Acceptance |
ANS: B
15. ____ occurs when an individual actually changes his or her beliefs and values to those of the group.
|a. |Conformity |d. |Observance |
|b. |Compliance |e. |Conspicuousness |
|c. |Acceptance |
ANS: C
16. The term ____ is used to refer to a weakened respect for social norms.
|a. |disregard |d. |anomie |
|b. |apathy |e. |disrespect |
|c. |disassociative |
ANS: D
17. People are more likely to conform to group norms when:
|a. |the rewards for conforming are high. |
|b. |the costs of conforming are low. |
|c. |the behavior is not publicly conspicuous. |
|d. |A and B |
|e. |A, B, and C |
ANS: D
18. Which of the following is not one of the ways celebrities are used in advertising?
|a. |Giving testimonials. |
|b. |Giving endorsements. |
|c. |Appearing as an actor or actress. |
|d. |Serving as a company spokesperson. |
|e. |Celebrities are used in all of these ways in advertising. |
ANS: E
19. Which of the following represent dyadic exchanges?
|a. |Word-of-mouth communication |d. |A and B |
|b. |Service encounters |e. |A, B, and C |
|c. |Advertising |
ANS: D
20. The informal transmission of ideas, comments, opinions, and information between two people is called:
|a. |opinion leadership |d. |acceptance |
|b. |word-of-mouth communication |e. |None of the above. |
|c. |compliance |
ANS: B
21. Personal influence in the form of opinion leadership is most likely to occur when:
|a. |the consumer has limited product knowledge. |
|b. |the consumer lacks the ability to evaluate the product. |
|c. |the product is not highly visible to others. |
|d. |A and B |
|e. |A, B, and C |
ANS: D
22. The characteristics of opinion leaders include:
|a. |being very involved with a product category. |
|b. |being less socially compliant. |
|c. |possessing greater self-confidence. |
|d. |A and C |
|e. |A, B, and C |
ANS: D
23. ____ refers to individuals who are the first to try new products.
|a. |Product innovator |d. |Diffuser |
|b. |Surrogate consumer |e. |None of the above. |
|c. |Market maven |
ANS: A
24. A ____ is an individual who acts as an agent to guide, direct, and/or conduct activities in the marketplace.
|a. |product innovator |d. |receiver |
|b. |surrogate consumer |e. |None of the above. |
|c. |market maven |
ANS: B
25. ____ refers to the detailed understanding and focus on customers’ needs, lifestyles, and behaviors in an effort to create a deep cultural connection with customers.
|a. |Trickle-down theory |d. |Relationship marketing |
|b. |Customer intimacy |e. |Customer relationship management |
|c. |Reverse customer intimacy |
ANS: B
26. ____ refers to how well marketers facilitate customers knowing the marketer.
|a. |Trickle-down theory |d. |Relationship marketing |
|b. |Customer intimacy |e. |Customer relationship management |
|c. |Reverse customer intimacy |
ANS: C
27. According to trickle-down theory:
|a. |children learn shopping from their parents. |
|b. |small companies adopt the marketing practices of larger companies. |
|c. |lower-class consumers often emulate the behavior of their higher-class counterparts. |
|d. |opinion leaders disseminate information to opinion seekers. |
|e. |None of the above. |
ANS: C
28. According to ____, information can flow directly to different types of consumers, including opinion leaders, gatekeepers, and opinion seekers.
|a. |the two-step flow of communication model |
|b. |trickle-down theory |
|c. |the multistep flow of communication model |
|d. |personal influence model |
|e. |None of the above. |
ANS: C
29. Ways to stimulate word-of-mouth communication include:
|a. |lending opinion leaders a product to display and use. |
|b. |getting an opinion leader to use his or her home for a product presentation. |
|c. |providing incentives for new customers. |
|d. |A and B |
|e. |A, B, and C |
ANS: D
CHAPTER 11—CULTURE, ETHNICITY, AND SOCIAL CLASS
MULTIPLE CHOICE
1. Over half of the world's consumers live in a/n ____ society.
|a. |individualistic |d. |business-oriented |
|b. |collectivist |e. |None of the above. |
|c. |consumer-oriented |
ANS: B
2. Culture refers to:
|a. |a set of values |d. |other meaningful symbols |
|b. |ideas |e. |All of the above. |
|c. |artifacts |
ANS: E
3. Culture helps individuals to:
|a. |communicate |d. |A and C |
|b. |evaluate |e. |A, B, and C |
|c. |interpret |
ANS: E
4. Which of the following is not an influence on culture?
|a. |Ethnicity |d. |Artifacts |
|b. |Race |e. |All of the above influence culture. |
|c. |Religion |
ANS: D
5. Which of the following is not a cultural artifact?
|a. |Books |
|b. |Buildings |
|c. |Computers |
|d. |A pair of Levi jeans |
|e. |All of the above are cultural artifacts. |
ANS: E
6. Abstract elements of a culture can include:
|a. |Attitudes |d. |B and C |
|b. |Values |e. |A, B, and C |
|c. |Summary constructs |
ANS: E
7. Material components of a culture are sometimes referred to as:
|a. |cultural artifacts |d. |brand names |
|b. |products |e. |None of the above. |
|c. |symbols |
ANS: C
8. According to Chapter 11, products cannot also be utilized to provide:
|a. |symbols of meaning |d. |family relationships |
|b. |icons |e. |None of the above. |
|c. |ritual behavior |
ANS: E
9. Which of the following is not influenced by culture?
|a. |Values and norms |
|b. |Beliefs and attitudes |
|c. |Mental processes and learning |
|d. |Sense of self and space |
|e. |All of the above are influenced by culture. |
ANS: E
10. Norms are:
|a. |values and symbols that apply to entire society. |
|b. |values and symbols of a respective group or segment of consumers. |
|c. |rules of behavior about how individuals should behave. |
|d. |A and C |
|e. |B and C |
ANS: C
11. The processes by which people develop their values, motivations, and habitual activities are called:
|a. |macroculture |d. |norms |
|b. |microculture |e. |None of the above. |
|c. |socialization |
ANS: C
12. ____ refers to the values and symbols that apply to an entire society or most of its citizens.
|a. |Macroculture |d. |Norms |
|b. |Microculture |e. |None of the above. |
|c. |Socialization |
ANS: A
13. Culture does not influence which stage of the decision-making process?
|a. |Search |
|b. |Pre-purchase alternative evaluation |
|c. |Purchase |
|d. |Consumption |
|e. |Culture influences all of these stages of the decision-making process. |
ANS: E
14. The basic group of products essential to a store’s traffic, customer loyalty, and profits is known as ____.
|a. |core values |d. |consistent earners |
|b. |standard products |e. |None of the above |
|c. |core merchandise |
ANS: C
15. Which of the following statements about core values is incorrect?
|a. |Core values define how products are used in a society. |
|b. |Core values provide negative and positive valences for brands and communication programs. |
|c. |Core values define acceptable market relationships. |
|d. |Core values define ethical behavior. |
|e. |None of the above is incorrect. |
ANS: E
16. Chapter 11 acknowledges that changes in values may alter the responses of consumers to which of the following?
|a. |service offerings |d. |A and C |
|b. |retailing formats |e. |All of the above. |
|c. |advertising |
ANS: E
17. Chapter 11 acknowledges that values are changing for several reasons. Which of the following is not one of these reasons?
|a. |Changing family influences |
|b. |Changing marketing practices |
|c. |Changing religious influences |
|d. |Changing educational institutions |
|e. |All of the above are discussed in Chapter 11 as reasons for changing values. |
ANS: B
18. According to Chapter 11, which of the following is not one of the changes occurring in the family?
|a. |Increasing divorce rates |
|b. |More time for in-home or parent-child influence. |
|c. |The isolated nuclear family |
|d. |A and C |
|e. |All of the above are changes occurring in the family. |
ANS: B
19. Which of the following is not one of the trends in religion occurring in the United States?
|a. |An increase in loyalty to traditional churches and religions. |
|b. |Women becoming more religious. |
|c. |An increase in non-Christian religions. |
|d. |A shift from traditional religion to spirituality. |
|e. |All of the above are religious trends in the United States. |
ANS: A
20. Which of the following is not one of the consumer age cohorts discussed in Chapter 11?
|a. |The Depression cohort |
|b. |The Boomers cohort |
|c. |The Generation X cohort |
|d. |The Drivers cohort |
|e. |All of the above all are cohorts discussed in Chapter 11. |
ANS: D
21. Which of the following is not a core American value?
|a. |Material well-being |
|b. |Time is money |
|c. |Self-indulgence |
|d. |Mastery over nature |
|e. |All of the above are core American values. |
ANS: C
22. Which of the following is not a dimension that is common to different cultures?
|a. |Uncertainty avoidance |d. |Masculinity-Femininity |
|b. |Individualism |e. |None of the above. |
|c. |Power distance |
ANS: E
23. One difference between consumers in Canada and the United Sates is that Canadians:
|a. |are more laissez-faire economically than Americans. |
|b. |less observant of law and order than Americans. |
|c. |worship success less than Americans. |
|d. |are more cautious than Americans. |
|e. |All of the above. |
ANS: D
24. Which of the following variables is not important to consumer analysts in understanding a consumer’s social class?
|a. |Occupation |
|b. |Personal performance |
|c. |Possessions |
|d. |Class consciousness |
|e. |All of the above are important to consumer analysts in understanding consumer’s social class. |
ANS: E
25. In defining ethnicity, a(n) ____ definition is derived from sociocultural categories while a ____ perspective reflects ascriptions people make about themselves.
|a. |subjectivist; objectivist |d. |objectivist; subjectivist |
|b. |objectivist; individualist |e. |collectivist; individualist |
|c. |individualist; collectivist |
ANS: D
26. ____ is the degree to which a consumer has learned the way of a different culture compared to how they were raised.
|a. |Acculturation |d. |Integration |
|b. |Assimilation |e. |None of the above. |
|c. |Acquiescence |
ANS: A
27. According to Chapter 11, which country has contributed the greatest number of immigrants to the United States?
|a. |France |d. |Mexico |
|b. |England |e. |Ireland |
|c. |China |
ANS: B
28. Which of the following ethnic groups has the highest average income?
|a. |Non-Hispanic white |d. |African American |
|b. |Hispanic |e. |American Indian |
|c. |Asian |
ANS: C
29. The primary structural influences shaping African American markets today include:
|a. |Income |d. |A and B |
|b. |Education |e. |A, B, and C |
|c. |Families |
ANS: E
30. Compared to other ethnic groups, Asian-Americans are more likely to:
|a. |have a lower income. |d. |B and C |
|b. |own their own business. |e. |A, B, and C |
|c. |be more educated. |
ANS: D
31. Humberto Valencia has identified several types of blunders made in marketing to Hispanics. Which of the following is not one of them?
|a. |Translation blunders |
|b. |Cultural ethnocentrism |
|c. |Failing to appreciate Hispanic segment idiosyncrasies |
|d. |Culture misunderstandings |
|e. |All of the above are types of blunders made in marketing to Hispanics. |
ANS: B
32. Which of the following is not an attribute typically important to Latinos in their purchase behavior?
|a. |Product quality |
|b. |Price |
|c. |Shopping ease |
|d. |All of the above are attributes typically important to Latinos in their purchase behavior. |
ANS: D
33. ____ is a relatively permanent and homogenous division in a society into which individuals or families sharing similar values, lifestyles, wealth, education, economic positions, and behavior can be categorized.
|a. |Status group |d. |Status segment |
|b. |Social class |e. |None of the above. |
|c. |Social club |
ANS: B
34. ____ occurs when people rate high on one variable but low on another in measuring social class.
|a. |Social stratification |d. |Parody display |
|b. |Status inconsistency |e. |None of the above. |
|c. |Social mobility |
ANS: B
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