Advertising and IMC Principles and Practice 10th Edition By Moriarty - Test Bank Instant Download - Complete Test Bank With Answers Sample Questions Are Posted Below Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 5 Segmenting and Targeting the Audience 1) Which of the following is NOT a step …
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Advertising and IMC Principles and Practice 10th Edition By Moriarty – Test Bank
Instant Download – Complete Test Bank With Answers
Sample Questions Are Posted Below
Advertising & IMC: Principles and Practice, 10e (Moriarty)
Chapter 5 Segmenting and Targeting the Audience
1) Which of the following is NOT a step in the consumer decision process?
Answer: B
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
2) ________ is the consumer decision-making stage in which brand communication helps sort out products on the basis of tangible and intangible features.
Answer: C
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
3) Which of the following statements regarding business-to-business decision making is FALSE?
Answer: C
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Describe the business buying process
4) ________ describes how individuals or groups select, purchase, or use products, as well as the needs and wants that motivate these behaviors.
Answer: C
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
5) Which of the following is a social influence on consumer decision making?
Answer: D
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
6) Which of the following is a psychological influence on consumer decision making?
Answer: A
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
7) Which of the following is a behavioral influence on consumer decision making?
Answer: E
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
8) ________ 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.
Answer: B
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
9) The boundaries each culture establishes for “proper” behavior are called ________.
Answer: C
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
10) ________ are simply rules learned through social interaction that specify or prohibit certain behaviors.
Answer: A
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
11) Norms come from a culture’s ________, which represent underlying belief systems.
Answer: A
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
12) A sense of belonging, excitement, fun and enjoyment, warm relationships, self-fulfillment, respect from others, a sense of accomplishment, security, self-respect, and thrift are all examples of ________.
Answer: C
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
13) The position you and your family occupy within your society is known as your ________.
Answer: E
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
14) Which of the following is NOT typically used to determine social class?
Answer: B
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
15) Office rules, rigid work hours, and dress codes are all aspects of ________.
Answer: B
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
16) A ________ is a group of people an individual uses as a model for behavior in specific situations.
Answer: C
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
17) 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?
Answer: C
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Information technology
18) Which of the following is for many people the most important reference group because of its formative role and the intensity of its relationships?
Answer: C
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
19) 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.
Answer: B
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
20) A ________ consists of all those who occupy a dwelling, whether or not they are related.
Answer: C
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
21) The basic driving forces that motivate us to do something are called ________.
Answer: D
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
22) ________ are what we feel for more essential items, such as food and shelter; ________ occur when we desire or wish for something nonessential.
Answer: A
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
23) ________ needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning.
Answer: C
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
24) Acquired needs are also called ________ needs.
Answer: A
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
25) According to Maslow’s Hierarchy of Needs, which level of needs includes self-fulfillment and enriching experiences?
Answer: D
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
26) Prestige, status, and accomplishments are all examples of which level of needs in Maslow’s Hierarchy of Needs?
Answer: A
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
27) In Maslow’s Hierarchy of Needs, ________ needs include water, sleep, and food.
Answer: E
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
28) In Maslow’s Hierarchy of needs, ________ needs include love, friendship and acceptance by others.
Answer: C
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
29) 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?
Answer: B
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
30) Which of the following is the public spread of a private want?
Answer: D
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
31) 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.
Answer: D
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
32) ________ means dividing the market into groups of people who have similar characteristics in certain key product-related areas.
Answer: D
Difficulty: Easy
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
33) Which strategy do planners employ to treat the market as homogeneous, using general appeals for all consumers?
Answer: B
Difficulty: Moderate
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
34) 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.
Answer: B
Difficulty: Moderate
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
35) Which approach to segmentation divides the market using characteristics such as gender, ethnicity, income, and so forth?
Answer: A
Difficulty: Moderate
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
36) International, national, state, city, climate, and urban/rural are all ways to segment a market by ________.
Answer: B
Difficulty: Moderate
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
37) Which of the following is NOT an approach to segmenting consumer markets?
Answer: E
Difficulty: Moderate
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
38) Which approach to segmentation divides people into groups based on product category and brand usage?
Answer: E
Difficulty: Moderate
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
39) Which of the following refers to an organization evaluating and choosing the best market segments with which to communicate?
Answer: A
Difficulty: Easy
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
40) ________ 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.
Answer: D
Difficulty: Easy
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Diverse and multicultural work environments
41) The youngest of the baby boomers are now in their ________.
Answer: D
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Diverse and multicultural work environments
42) Which age-related population group is also referred to as the iGeneration?
Answer: B
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Diverse and multicultural work environments
43) Which of the following most accurately characterizes members of Generation Y?
Answer: A
Difficulty: Difficult
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Diverse and multicultural work environments
44) Which of the following statements is most likely FALSE?
Answer: D
Difficulty: Difficult
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Diverse and multicultural work environments
45) Consumers with lower education tend to be higher users of ________ than consumers of higher education.
Answer: D
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Diverse and multicultural work environments
46) ________ is the amount of money available to a household after taxes and basic necessities such as food and shelter are paid for.
Answer: B
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
47) Which of the following is the fastest growing minority group in the United States?
Answer: D
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Diverse and multicultural work environments
48) Which of the following was indicated by the Census income data reported in 2011?
Answer: D
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
49) The term ________ refers to lifestyle and psychological characteristics, such as activities, values, attitudes, interests, and opinions.
Answer: B
Difficulty: Easy
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Interpersonal relations and teamwork
50) Which of the following statements regarding attitudes is most likely FALSE?
Answer: C
Difficulty: Difficult
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
51) Psychographic analysis looks at ________ in terms of patterns of consumption, personal relationships, interests, and leisure activities.
Answer: A
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Interpersonal relations and teamwork
52) According to the VALS classification of consumers, what are the three primary motivations for buying products and services?
Answer: A
Difficulty: Difficult
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
53) What two variables are used to organize the VALS Lifestyle Framework?
Answer: A
Difficulty: Difficult
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
54) Which of the following is NOT a VALS classification of consumers?
Answer: D
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
55) In targeting and profiling consumers, a traditional retailer’s first strategic concern is ________.
Answer: E
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
56) ________ refers to the quantity of a purchase.
Answer: E
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
57) Which of the following is referred to as a designated market area?
Answer: C
Difficulty: Easy
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Written and oral communication
58) Which of the following is NOT considered a consumer category of brand relationship?
Answer: A
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
59) Which of the following describes people with low levels of brand loyalty who may be willing to try a new brand?
Answer: A
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
60) The ________ process refers to the speed with which people are willing to try a new product.
Answer: B
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
61) Which of the following categories in Rogers’ Diffusion of Innovation model represents the 2.5 percent of the population willing to try something new?
Answer: A
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
62) ________ 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.
Answer: C
Difficulty: Easy
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
63) According to SRI International, early adopters ________.
Answer: B
Difficulty: Difficult
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
64) ________ are professional researchers hired by advertisers to identify trends that may affect consumer behavior.
Answer: C
Difficulty: Easy
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
65) ________ specialize in identifying trendy fads that appeal to young people.
Answer: A
Difficulty: Easy
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
66) ________ are people who search, share, and initiate marketing communication and brand relationships.
Answer: C
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Written and oral communication
67) Which of the following refers to the rate at which new ideas are spread?
Answer: D
Difficulty: Easy
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Written and oral communication
68) Older consumers with sophisticated tastes and generally affluent lifestyles are identified as belonging to the demographic and lifestyle segment called ________.
Answer: D
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
69) The phenomenon of trends and fads is most closely related to which of the following?
Answer: A
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
70) Which of the following involves matching online ads to interests indicated by consumers’ online activities?
Answer: B
Difficulty: Easy
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Information technology
71) The first step in the consumer decision process is information search.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
72) A difference between the low- and high-involvement decision processes is the amount of information needed to make a decision.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
73) Purchase decision is the last step of the consumer decision process.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
74) The social and cultural forces that impact consumer decision making include culture, social class, family, and demographics.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Diverse and multicultural work environments
75) Values are defined as rules that we learn through social interaction that specify or prohibit certain behaviors.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
76) A household differs from a family in that it consists of all those who occupy a dwelling, whether or not they are related.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
77) A need is an internal force that stimulates an individual to behave in a particular manner.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
78) Acquired needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning.
Answer: TRUE
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
79) Physiological needs include the need for water, food, and sleep.
Answer: TRUE
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
80) An acquired need can also be called a secondary need.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
81) The theory of cognitive dissonance refers to an internal conflict between two different thoughts.
Answer: TRUE
Difficulty: Easy
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
82) Business buyers are not influenced by emotional factors.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Describe the business buying process
83) Using an undifferentiated strategy, marketers treat the market as homogeneous, purposely ignoring differences in the market and using one marketing strategy that will appeal to as many people as possible.
Answer: TRUE
Difficulty: Easy
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
84) Psychographic segmentation is primarily based on studies of how people spend their money, their patterns of work and leisure, their interests and opinions, and their views of themselves.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
85) After segmenting a market, the marketer uses targeting to design specific communication strategies for the product’s audience.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Written and oral communication
86) Profiles are descriptions of the target audience that read like a description of someone you know.
Answer: TRUE
Difficulty: Easy
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
87) Consumers with higher education tend to prefer print media, the Internet, and selected radio and cable stations.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Written and oral communication
88) In the United States, the Asian market is becoming a huge opportunity because it is growing faster than other ethnic groups.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Diverse and multicultural work environments
89) In the United States, ethnicity is a major factor for segmenting markets.
Answer: TRUE
Difficulty: Easy
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Diverse and multicultural work environments
90) Psychographics refers to lifestyle and psychological characteristics such as activities, interests, and opinions.
Answer: TRUE
Difficulty: Easy
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
91) Women account for the majority of all consumer purchases in the United States.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
92) The term yuppies refers to young urban professionals who do not have children.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
93) MONITOR™ is a research tool that tracks consumer usage and adoption rates.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
94) “I am Devoted” and “I Measure Twice” are two general consumer groups identified by MONITOR’s MindBase.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
95) Heavy users and brand-loyal buyers are usually a brand’s most important customers, and they are the most difficult for competitors to switch away from a brand.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
96) According to the Pareto Rule, 20 percent of the market buys 80 percent of the products.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
97) People who search, share, and initiate marketing communication and brand relationships are referred to as Seekers.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Written and oral communication
98) Diffusers are people with low brand loyalty who may be willing to try a new product.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
99) Seekers tend to conduct three types of searches: knowledge, experiences, and interaction.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Information technology
100) Risk taking is a personality characteristic that drives consumer behavior in the area of trying a new product.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Interpersonal relations and teamwork
101) A person buying a boat would be likely to exhibit low-involvement buying behavior.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Application of knowledge
102) A belief that your family is more important than your job is an example of a value.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
103) Because people are able to move between social classes, these classes are relatively impermanent and disordered divisions composed of members who do not share values, interests, or behaviors.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Reflective thinking
104) When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident, the company is appealing to a secondary need on Maslow’s Hierarchy of Needs.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
105) Ed purchases new technological devices such as PDAs, DVRs, and MP3 players after many people he knows already own the devices. However, Ed is rarely among the last people he knows to purchase a new technology. Ed is part of the late majority adopter group.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Analytical thinking
106) Name the stages of the consumer decision process. What role might marketing communication play in each?
Answer:
(1) Need recognition: The goal of advertising at this stage is to activate or stimulate this need.
(2) Information search: Marcom messages help the search process by providing information and making it easy to find and remember.
(3) Evaluation of alternatives: Brand communication is important in this process because it helps sort out products on the basis of tangible and intangible features.
(4) Purchase decision: In-store promotions such as packaging, point-of-purchase displays, price reductions, banners and signs, and coupon displays affect this choice.
(5) Postpurchase evaluation: Guarantees, warranties, and easy returns are important for reducing the fear of a purchase that goes wrong.
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Written and oral communication
107) Name and describe four social and cultural influences on consumer decisions. Why are they important for advertisers?
Answer:
(1) Culture—Made up of tangible items and intangible concepts that together define a group of people or a way of life. It is learned and passed on from one generation to the next. The boundaries each culture establishes for behavior are called norms, which are simply rules that we learn through social interaction that specify or prohibit certain behaviors. The source of norms is our values, which come from our immersion in a specific culture. Advertisers strive to understand the underlying core values that govern people’s attitudes and refer to them when selecting an ad’s primary appeals.
(2) Social class—The position you and your family occupy within your society, which is determined by such factors as income, wealth, education, occupation, family prestige, value of home, and neighborhood. Marketers assume that people in one class buy different goods from different outlets and for different reasons than people in other classes.
(3) Reference groups—A group of people we use as a guide for behavior in specific situations. Reference groups provide information, serve as a means of comparison, and offer guidance for consumers. Ads that feature typical users in fun or pleasant surroundings as well as those that use celebrity endorsements are using a reference group strategy.
(4) Family—The most important reference group because of its longevity and the intensity of its relationships. A family consists of two or more people who are related by blood, marriage, or adoption, and live in the same household. Advertisers need to understand the structure, changes, and workings of the family in order to communicate.
Difficulty: Difficult
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Reflective thinking
108) Describe the psychological influences of needs, wants, and motivations and explain why they are important to advertisers.
Answer:
(1) Needs: The basic driving forces that motivate us are needs. Some needs are innate and others are acquired. All consumers have needs that must be met.
(2) Wants: A want occurs when we desire or wish for something. A want can provide strong motivation to try or buy something new. Desire is the driving force behind demand.
(3) Motivations: An internal force that stimulates a person to behave in a particular manner, usually produced by tension caused by an unfulfilled want or need. Understanding buying motives is crucial to advertisers because the advertising message and the timing of the ad should coincide with the consumer’s motivation priorities.
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Reflective thinking
109) Define segmenting and then name and describe typical approaches to segmentation.
Answer: Segmenting means dividing the market into groups of people who have similar characteristics in certain key product-related areas.
(1) Demographic segmentation: Divides the market using characteristics such as gender, age, ethnicity, income, and so forth.
(2) Life stage segmentation: Based on the stage in consumers’ life cycle, which includes such categories as children, young people living at home, college students, singles living on their own, couples, families with children, empty nesters, and senior singles living alone. Age is a characteristic of life stage, as is living situation. Discretionary income tends to vary with life stage.
(3) Geographic segmentation: Uses location as a defining variable because consumers needs sometimes vary depending upon where they live. The most important variables are world or global, region, nation, state, city, climate, population density, and urban/rural character.
(4) Psychographic segmentation: Primarily based on studies of how people spend their money, their patterns of work and leisure, their interest and opinions, and their views of themselves.
(5) Behavioral segmentation: Divides people into groups based on product and brand usage.
(6) Values and benefits-based segmentation—Based on consumers’ needs or problems. The idea is that people buy products for different benefits they hope to derive.
Difficulty: Difficult
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Reflective thinking
110) Describe how an understanding of brand usage patterns and innovation and adoption patterns helps marketers target consumers.
Answer:
(1) Usage behavior: Refers to how much of a product category or brand a customer buys. There are two ways to look at usage: usage rates and brand relationship. Usage rates refer to quantity of purchase: light, medium, or heavy. Because heavy users typically buy the most of a product category or a brand’s share of the market, they are important to marketers, and planners make special efforts to understand this key customer group. Brand relationship refers to past, present, or future use of the product by nonusers, ex-users, regulars, first-timers, loyal users, and users of and switchers from, or to, competitive products.
(2) Innovation and Adoption: The adoption process is identified in terms of the personal behavior of people and how their behavior reflects the speed with which they are willing to try something new. People are grouped based on these behaviors, such as innovators, early adopters, early majority, late majority, and laggards. Innovators and the early adopters categories are important groups for marketers launching new products.
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Reflective thinking
111) An invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the purchase decision?
Answer: C
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
112) Lexus works to keep customers happy after each sale, aiming to delight the customer in order to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer decision process?
Answer: E
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
113) In an advertisement for a local carpet retailer, a well-known radio personality explains how the company solved his problem of replacing his old carpet. Toward what part of the consumer decision process was this ad aimed?
Answer: C
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
114) Old Navy’s “SuperModelquins” campaign features mock supermodels with celebrity-worthy stories that are featured on TV and the Web. They’ve been featured in a flyer patterned after a celebrity magazine, have attended high-profile events, and have a presence on Twitter. What type of influence on consumer decision making is this campaign attempting?
Answer: B
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
115) Juan was born in Mexico but moved to the United States when he was five years old. His family is still close to relatives living in Mexico, and he lives in a neighborhood where most people speak Spanish, eat traditional Mexican dishes, wear traditional Mexican clothing, and listen to Mexican music. He remembers fondly his grandfather telling him stories of his home country’s customs and heroes. All of these factors form the ________ that will influence Juan’s consumer behavior.
Answer: D
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
116) Max is trying to get into a fraternity in college. Because he wants to be accepted by this group, he notices the brands of clothes they all seem to wear and the types of beer they drink at parties, and he does the same. Actually, he doesn’t even like beer, but that seems to be what is expected of people in this fraternity. What influence does this fraternity represent with respect to Max’s consumption behavior?
Answer: C
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
117) While many advertisers use celebrity endorsements, Dove’s “Real Beauty” campaign used “real” women of different shapes and sizes as a(n) ________, enforcing the idea that women who do not subscribe to unrealistic beauty standards established by conventional supermodels can set fashion and appearance standards.
Answer: A
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
118) Which of the following statements is most likely true regarding social class in the United States?
Answer: C
Difficulty: Difficult
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
119) Recently, an adventurous millionaire successfully made a dangerous climb in the Himalayas. This gentleman really has all of his basic needs satisfied, and he claims to do the things he does for self-fulfillment and enrichment. According to Maslow’s Hierarchy of Needs, which need is this man most likely satisfying?
Answer: E
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
120) Barbara doesn’t like to make major purchase decisions, such as choosing which car to buy. However, she had to replace the old car she owned because it was no longer reliable, so she purchased a new Honda Accord. Although her entire family assisted in the purchase transaction and the salesperson was a close family friend and practically sold the car to her at cost, she is still concerned whether she made the right decision. Barbara is suffering from ________.
Answer: D
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
121) If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in ________ in the upcoming years.
Answer: C
Difficulty: Difficult
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Analytical thinking
122) To communicate with and build relationships with the growing Hispanic market, marketers will likely focus on how to do which of the following?
Answer: B
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Analytical thinking
123) Wholesome Soups, a maker of organic soups, is starting a new marketing campaign emphasizing the ease of preparing and eating Wholesome Soups on the go. Print, television, and Internet ads feature college-aged students enjoying Wholesome Soups between classes and during study breaks. Wholesome Soups’ new marketing campaign is most likely aimed at which of the following?
Answer: D
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Analytical thinking
124) There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years.
Answer: C
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Analytical thinking
125) Cameron loves to know about and purchase the most up-to-date technological gadgets. Among his friends, he is almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cameron belong?
Answer: A
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Analytical thinking
Refer to the following scenario to answer the questions below.
Monique and Bob Smith are married with two children at home and a third away at college. They are also considering adopting another child. Monique is the primary shopper for her family. Every week, she goes shopping to buy products that she and her family need and want.
126) Though Monique doesn’t eat them, she buys snack items for her children and is always looking for nutritious snacks rather than mere junk food. In marketing terms, Monique is considered which type of consumer?
Answer: C
Difficulty: Moderate
Chapter LO: 5-3
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
127) Bob and Monique only purchase cars produced by General Motors. They also attend General Motors car shows, own General Motors merchandise, and encourage their friends and family to buy exclusively from General Motors. Their devotion to General Motors indicates that Bob and Monique belong to a ________.
Answer: D
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
128) According to the U.S. Census, Monique, Bob, and the children are considered to be a ________.
Answer: B
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
129) Lex, Bob and Monique’s oldest son who is away at college, lives with three other students in a house off campus. According to the U.S. Census, Lex and the other students represent a ________.
Answer: C
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
130) After budgeting for the things that he has to pay for, such as his mortgage, car payments, insurance, food, and so forth, Bob figures they have $1,000 left each month to use for whatever they want. This $1,000 represents the Smith’s ________ income.
Answer: D
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Analytical thinking
131) Explain the role of marketers in the information search step of the consumer decision-making process. Give an example of how the marketer might execute this role.
Answer: The role of marketers in the information search step of the consumer decision-making process is to make the information consumers want and need about their product easily accessible by the consumer.
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Application of knowledge
132) Kim, who is an avid cyclist, decided to buy a new bicycle. She searched the Web for information on bikes and visited some bike shops. What is involved in the next step in her decision process if she follows the sequence in the text?
Answer: Kim is ready to evaluate alternatives, the stage in which Kim compares various brands and products and reduces the list of options to a manageable number. She needs to choose the attributes that are most important and then judge the alternatives accordingly.
Difficulty: Moderate
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Application of knowledge
133) Roger has decided to purchase a personal computer for his household’s use, but he doesn’t know much about computers and he really doesn’t want to spend more than $1,000. How many stages of the consumer decision process is Roger likely to go through in making the decision regarding which computer to purchase? Why?
Answer: Roger will probably go through all five stages of the consumer decision process because he is buying a high-involvement product.
Difficulty: Difficult
Chapter LO: 5-1
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Application of knowledge
134) Describe the three functions of reference groups.
Answer: Reference groups provide information, serve as a means of personal comparison, and offer guidance.
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
135) Many students in a junior high school wear the same style of shoes to school each day. From the marketing perspective, why are these students conforming to a similar style?
Answer: Consumers often change their behavior to gain acceptance into a particular reference group. Students in this junior high school may want to feel as if they are the same as their fellow classmates, so they will wear the same style of shoes to be part of the group.
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Reflective thinking
136) Compare and contrast the terms family and household.
Answer: According to the U.S. Census, a family consists of two or more people who are related by blood, marriage, or adoption, and live in the same household. A household differs from a family in that it consists of all those who occupy a dwelling, whether or not they are related. Therefore, a family is also a household, but a household is not necessarily a family.
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
137) What is the difference between a consumer’s need and a want?
Answer: An item a consumer needs is something the consumer thinks is essential or necessary for his life. An item that is a want is something that is desired but not essential.
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
138) For years, the U.S. Army has used an advertising campaign stressing that you can “Be all you can be.” What type of need is addressed by this campaign?
Answer: It would appear that the army is appealing to its target audience’s secondary, or acquired, needs for self-fulfillment and enriching experiences, that is, self-actualization, which represents the highest level of needs on Maslow’s Hierarchy of Needs.
Difficulty: Difficult
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
139) Miriam purchased a new car last month, but she continues to look at advertising for cars and notes how many other cars like hers are on the road. When a news article came out indicating problems with the transmission noted by owners of her make of car, Miriam took that to mean that all types of cars in that class can have those problems, not just hers. She even sought out a Consumer Reports article that pointed out that the car she purchased was rated highly on reliability. What is Miriam experiencing?
Answer: Miriam is experiencing cognitive dissonance. According to the theory of cognitive dissonance, we tend to compensate or justify the discrepancies between what we actually received and what we thought we would receive. People engage in a variety of activities to reduce cognitive dissonance, including seeking out information that supports our decisions and ignoring and distorting information that does not.
Difficulty: Difficult
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Analytical thinking
140) Explain how marketers may be able to reduce postpurchase cognitive dissonance.
Answer: Marketers should make every effort to enhance after-sale communications, providing evidence and support to help consumers feel good about their purchases.
Difficulty: Moderate
Chapter LO: 5-2
Course LO: Identify and discuss the factors influencing consumer buying behavior
AACSB: Application of knowledge
141) Describe and explain a purchasing situation in which the purchaser and user of a product might have different wants.
Answer: Answers will vary. For example: A father (the purchaser) buying shoes for his son might want the shoes to be durable. The son (the user) may want the shoes to be stylish.
Difficulty: Difficult
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Application of knowledge
142) Explain one advantage and one disadvantage of adding variables to a target audience definition.
Answer: One advantage of adding variables to a target audience definition is identifying a group of consumers with similar characteristics who can be reached with specific media. One disadvantage of adding variables to a target audience definition is decreasing the size of your potential market.
Difficulty: Difficult
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
143) Explain why the Hispanic market is of great interest to marketers in the United States.
Answer: Few ethnic markets are more important to U.S. marketing than the Hispanic market because it is growing proportionately faster than other ethnic groups. There are media differences based on ethnicity, with Hispanic viewers tending to watch commercials in their entirety compared to non-Hispanic viewers. Latino audiences are also more likely to base purchase decisions on advertisements.
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Application of knowledge
144) How might geographic shifts in population impact marketers?
Answer: People in different regions buy differently. If tastes and preferences are taken with consumers as they disperse geographically at increasing rates, predicting specific consumption patterns in certain geographic areas may become difficult over time.
Difficulty: Difficult
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
145) Why might marketers want to target segments of the population based on lifestyles rather than age groups?
Answer: Too much might be assumed about people in the same age group, and grouping people by lifestyle may eliminate some of the inaccurate assumptions made regarding age.
Difficulty: Difficult
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
146) Explain how the VALS system categorizes consumers.
Answer: The VALS system categorizes consumers along two major dimensions: (1) resources and (2) innovation. Resources include income, education, self-confidence, and energy.
The difference between “Survivors” and “Innovators” is that “Survivors” have much lower resources than the “Innovators.”
Difficulty: Difficult
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
147) Ron is single and not a very good cook, so he eats a lot of pizza. In fact, he orders it sometimes five nights per week from his favorite pizza place, Pizza Hut. Why is Ron an important customer for Pizza Hut?
Answer: A critical behavior predictor called usage refers to how much of a product category or brand a customer buys. There are two ways to look at usage: usage rates and brand relationship. According to Ron’s usage rate, he would most likely be classified as a heavy user. Heavy users typically buy the most of a product category or a brand’s share of the market. There’s a rule of thumb called the Pareto Rule that says 20 percent of the market typically buys 80 percent of the products. That explains why the heavy user category is so important to marketers and why planners will make special efforts to understand this key customer group.
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
Read the following scenario and then answer the questions that follow.
A recent article in the Wall Street Journal described how the next “Pepsi Generation” likely will be drinking diet cola. Pepsi recently learned that one-third of teens were diet soda drinkers and that teens start drinking diet soft drinks at a very early age. However, Pepsi also acknowledged that a substantial portion of young people don’t consider diet sodas cool, particularly men. The chief marketing officer for Pepsi-Cola North America was quoted as saying, “We are treating Diet Pepsi as the flagship brand. . . . It’s a big step for us.” Indeed, this is a major break with the traditional soft-drink market, where the sugar-sweetened version of Pepsi still dominates in market share. However, with concerns of rising obesity and schools cutting back on sugar-sweetened drinks in vending machines, soft-drink manufacturers, like Pepsi, are responding with increased marketing of their diet soft drinks. As part of this new change in focus, Diet Pepsi will be marketed as a hip, cool brand for everyone, including teenagers and baby boomers. Meanwhile, the article stated that Pepsi is narrowing its sales pitch for regular Pepsi-Cola to “soda drinkers younger than 25, Latinos, African-Americans, and sports fans.”
148) By treating the diet soda market as relatively homogeneous, what marketing strategy is Pepsi using?
Answer: The strategy is the undifferentiated strategy.
Difficulty: Moderate
Chapter LO: 5-3
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Analytical thinking
149) Which segmentation variables is Pepsi using when it narrows its marketing efforts for regular Pepsi-Cola to “soda drinkers younger than 25, Latinos, African-Americans, and sports fans”?
Answer: Age and ethnicity fall under demographic segmentation, and sports fans represent an interest, which would be psychographic segmentation.
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Analytical thinking
150) The article also noted that a substantial portion of young people don’t consider diet sodas cool, particularly men. What is Pepsi trying to accomplish with its increased effort to reach these consumers?
Answer: Pepsi is trying to change their attitude toward diet sodas. Currently, a substantial portion of young people’s attitudes toward this product are negative, and Pepsi would like to change that. Attitudes are important to advertisers because they influence how consumers evaluate products.
Difficulty: Moderate
Chapter LO: 5-4
Course LO: Describe the process of market segmentation, targeting, and positioning
AACSB: Analytical thinking
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
