CHAPTER 1—CONSUMER BEHAVIOR AND CONSUMER …



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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