Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition By Terence A. Shimp - Test Bank

Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition By Terence A. Shimp – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Chapter 5—Segmentation, Targeting, and Positioning

 

TRUE/FALSE

 

1. Targeting specific audiences can be considered the starting point for all marcom decisions.

 

ANS:  T                    PTS:   1

 

2. Targeting implies efficiency of effort.

 

ANS:  T                    PTS:   1

 

3. Demographic data is relatively easy to obtain and is the most predictive of consumer choice behavior.

 

ANS:  F                    PTS:   1

 

4. Behaviorgraphics is the most predictive indicator of consumer choice behavior while demographics is the least predictive indicator of behavior.

 

ANS:  T                    PTS:   1

 

5. The best predictor of one’s future behavior is his or her past behavior.

 

ANS:  T                    PTS:   1

 

6. There is little need to target consumers using any of the non-behavioral bases for targeting if behaviorgraphic details are available.

 

ANS:  T                    PTS:   1

 

7. Due to privacy laws, marketers are not able to obtain detailed consumer online behavior.

 

ANS:  F                    PTS:   1

 

8. The biggest issue facing marketers that track consumer online behavior is privacy.

 

ANS:  T                    PTS:   1

 

9. Purchasing patterns often are influenced more by our lifestyles than our demographic backgrounds.

 

ANS:  T                    PTS:   1

 

10. Demographics refers to information about consumers’ attitudes, values, motivations, and lifestyles as they relate to buying behavior in a particular product category.

 

ANS:  F                    PTS:   1

 

11. Futures Company MindBase psychographic segmentation scheme consists of 66 general segments.

 

ANS:  F                    PTS:   1

 

12. In the VALS^TM segmentation scheme, consumer segments are represented along the dimensions of primary motivations and resources.

 

ANS:  T                    PTS:   1

 

13. In the VALS^TM classification system, Thinkers are well-educated professionals who are well-informed about current affairs.

 

ANS:  T                    PTS:   1

 

14. Makers in the VALS^TM classification framework tend to buy the finer things in life.

 

ANS:  F                    PTS:   1

 

15. The Actualizers would be the VALS^TM group most likely to do gardening.

 

ANS:  F                    PTS:   1

 

16. The Believers is the VALS^TM group that is least likely to do gourmet cooking.

 

ANS:  F                    PTS:   1

 

17. The premise underlying geodemographic targeting is that people who reside in similar areas also share demographic and lifestyle similarities.

 

ANS:  T                    PTS:   1

 

18. Geodemographic clustering systems have only been developed for the United States.

 

ANS:  F                    PTS:   1

 

19. PRIZMNE is a classification system that delineates every neighborhood in the United States into 66 clusters based on their demographic characteristics.

 

ANS:  T                    PTS:   1

 

20. In the PRIZMNE segmentation system, Bohemian Mix captures a collection of young, mobile urbanites who represent the nation’s most liberal lifestyles.

 

ANS:  T                    PTS:   1

 

21. In the PRIZMNE segmentation system, Suburban Pioneers is the group that represents those households at the middle of the U.S.’s socioeconomic ladder.

 

ANS:  F                    PTS:   1

 

22. The total population of human beings on the earth is estimated to be approximately 25 billion people.

 

ANS:  F                    PTS:   1

 

23. The median age of Americans has been decreasing in the past three decades.

 

ANS:  F                    PTS:   1

 

24. There are now fewer young adults than was the case in prior generations.

 

ANS:  T                    PTS:   1

 

25. Tweens are usually classified as children between the ages of 8 and 12.

 

ANS:  T                    PTS:   1

 

26. Teenagers want to be “marketed to,” even if irrelevant information is communicated to them.

 

ANS:  F                    PTS:   1

 

27. The Bystander group of Generation X is predominantly white and male.

 

ANS:  F                    PTS:   1

 

28. The Playboy group is the smallest subset of all the Generation X categories and is closest to the Generation X stereotype of being slackers, cynics, and hopeless.

 

ANS:  F                    PTS:   1

 

29. There are indications that baby boomers are retaining many of their more youthful consumption patterns.

 

ANS:  T                    PTS:   1

 

30. Mature consumers are poorer and less willing to spend than ever before.

 

ANS:  F                    PTS:   1

 

31. U.S. citizens aged 55 or older represent 40 percent of the total U.S. population.

 

ANS:  F                    PTS:   1

 

32. Age is the best indicator of how an individual lives and what role consumption plays.

 

ANS:  F                    PTS:   1

 

33. Healthy Indulgers are in good health but are psychologically withdrawn from society.

 

ANS:  F                    PTS:   1

 

34. Ailing Outgoers are a good market for planned retirement communities and entertainment services.

 

ANS:  T                    PTS:   1

 

35. A household represents an independent housing entity, either rental property or owned property.

 

ANS:  T                    PTS:   1

 

36. The traditional American family (i.e., married couples with children younger than 18 years of age) represents over 75 percent of all U.S. households.

 

ANS:  F                    PTS:   1

 

37. Non-family households constitute nearly one-third of all households.

 

ANS:  T                    PTS:   1

 

38. The average age of black Americans is considerably older than that for whites.

 

ANS:  F                    PTS:   1

 

39. Hispanic Americans represent the largest minority group in America.

 

ANS:  T                    PTS:   1

 

40. Approximately half of Hispanic-Americans speak only or mostly Spanish at home.

 

ANS:  T                    PTS:   1

 

41. Asian-Americans are better educated than any other segment of American society.

 

ANS:  T                    PTS:   1

 

42. A brand’s positioning represents the key feature, benefit, or image that it stands for in the target audience’s collective mind.

 

ANS:  T                    PTS:   1

 

43. Meaning is determined solely by the message source’s choice of communication elements.

 

ANS:  F                    PTS:   1

 

44. In positioning their brands, marketing communicators draw meaning from the culturally constituted world and transfer that meaning to their brands.

 

ANS:  T                    PTS:   1

 

45. Brand positioning is an essential preliminary activity, or fundamental decision, to developing a successful marcom program.

 

ANS:  T                    PTS:   1

 

46. A good positioning statement should satisfy two requirements: (1) reflect a brand’s competitive advantage, and (2) determine product placement.

 

ANS:  F                    PTS:   1

 

MULTIPLE CHOICE

 

1. Targeting implies precision and _____.

a.	efficiency of effort
b.	efficiency of placement
c.	efficiency of promotion
d.	efficiency of advertising
e.	efficiency of pricing

 

 

ANS:  A                    PTS:   1

 

2. _____ represents information about consumers’ behavior in a particular product category or set of related categories.

a.	Demographics
b.	Behaviorgraphics
c.	Psychographics
d.	Geodemographics
e.	Lifestyle analysis

 

 

ANS:  B                    PTS:   1

 

3. Aspects of consumers’ psychological makeup and lifestyles—including their attitudes, values, and motivation—comprise _____.

a.	demographic characteristics
b.	purchasing characteristics
c.	behavioral characteristics
d.	psychographic characteristics
e.	physical characteristics

 

 

ANS:  D                    PTS:   1

 

4. Demographic variables include characteristics such as age, income, and _____.

a.	voting preferences
b.	ethnicity
c.	purchasing preferences
d.	place of residence
e.	All of these are correct.

 

 

ANS:  B                    PTS:   1

 

5. _____ is based on demographic characteristics of consumers who reside within geographic clusters such as zip code areas and neighborhoods.

a.	Behaviorgraphics
b.	Psychographics
c.	Demographics
d.	Geodemographics
e.	Cosmographics

 

 

ANS:  D                    PTS:   1

 

6. In deciding among the four general targeting methods, a marketer must consider two factors. These factors are _____.

a.	how large should the target be, and what area(s) of the country should it include
b.	what media would best reach the target market, and what appeal would work best
c.	how many target markets should be selected, and how large should they be
d.	how to evaluate the success of the marcom strategies and measure of financial success
e.	how easy or difficult is it to collect data, and how predictive the characteristic is of consumer choice behavior

 

 

ANS:  E                    PTS:   1

 

7. Which type of data is relatively easy to obtain but is the least predictive of consumer choice behavior?

a.	demographic
b.	behavioral
c.	psychographic
d.	geodemographic
e.	holographic

 

 

ANS:  A                    PTS:   1

 

8. Which type of data is relatively difficult or expensive to obtain but is the best predictor of choice behavior?

a.	demographic
b.	psychographic
c.	behaviorgraphic
d.	geodemographic
e.	holographic

 

 

ANS:  C                    PTS:   1

 

9. The best predictor of one’s future behavior is his or her _____.

a.	age
b.	ethnicity
c.	income
d.	place of residence
e.	past behavior

 

 

ANS:  E                    PTS:   1

 

10. Which of the following companies tracks Internet users’ surfing behaviors and provides this information to advertisers that wish to target prospective customers based on their online search behavior?

a.	Audience Science
b.	Tacoda Systems
c.	Information Resources Inc.
d.	a and b only
e.	a, b, and c

 

 

ANS:  D                    PTS:   1

 

11. A targeting approach that embodies the “aim-where-the-ducks-are-flying” axiom is _____.

a.	demographics
b.	behaviorgraphics
c.	psychographics
d.	geodemographics
e.	physiographics

 

 

ANS:  B                    PTS:   1

 

12. Technological advances in marketing bring with them increased ability to serve consumers but also at the risk of _____.

a.	competitive espionage
b.	invading privacy
c.	increased costs
d.	losing competitive advantage
e.	technological breakdowns

 

 

ANS:  B                    PTS:   1

 

13. Sophisticated practitioners realized that demographic information tells only part of the story about consumers’ buying preferences and purchase behaviors, and began investigating consumers’ _____ characteristics as a means of obtaining a richer understanding of consumer behavior.

a.	geographic
b.	economic
c.	census data
d.	psychographic
e.	holographic

 

 

ANS:  D                    PTS:   1

 

14. In general, _____ refers to information about consumers’ attitudes, values, motivations, and lifestyles as they relate to buying behavior in a particular product category.

a.	demographics
b.	geodemographics
c.	psychographics
d.	holographics
e.	biographics

 

 

ANS:  C                    PTS:   1

 

15. Which of the following is one of the MindBase segments?

a.	Realists
b.	Experiencers
c.	Thinkers
d.	Survivors
e.	Makers

 

 

ANS:  A                    PTS:   1

 

16. Which of the following is NOT one of the MindBase segments?

a.	Up & Comers
b.	Innovators
c.	Realists
d.	Family Centereds
e.	Renaissance Masters

 

 

ANS:  B                    PTS:   1

 

17. Bob and Sue are a young, newly married couple without any children. They have a positive, upwardly mobile perspective and expect to benefit from their own skills and abilities. They are environmentalists and enjoy outdoor activities in their free time. In terms of MindBase segments, which best describes Bob and Sue?

a.	Up & Comers
b.	Aspiring Achievers
c.	Realists
d.	New Traditionalists
e.	Individualists

 

 

ANS:  A                    PTS:   1

 

18. James is driven by technology and success at work. He is single and finds little time for social interests and prefers to focus on climbing the career ladder. Which of the MindBase segments best describes James?

a.	Up & Comers
b.	Aspiring Achievers
c.	Individualists
d.	New Traditionalists
e.	Renaissance Masters

 

 

ANS:  C                    PTS:   1

 

19. Mauve is 60 years old and financially successful after a career in banking. She is still vitally connected to her community by participating in several civic activities. She is a life-long learner and actively participates in several senior activities that expand her personal horizons. In terms of the MindBase segments, _____ best describes Mauve.

a.	Up & Comers
b.	Maintainers
c.	Aspiring Achievers
d.	New Traditionalists
e.	Renaissance Masters

 

 

ANS:  E                    PTS:   1

 

20. The VALS™ segmentation scheme places American adult consumers into one of _____ segments based on their responses to a 40-item questionnaire.

a.	four
b.	five
c.	six
d.	seven
e.	eight

 

 

ANS:  E                    PTS:   1

 

21. Which of the following is a VALS™ segment?

a.	Innovators
b.	Up & Comers
c.	Realists
d.	Individualists
e.	New Traditionalists

 

 

ANS:  A                    PTS:   1

 

22. Which of the following is a VALS™ segment?

a.	Innovators
b.	Thinkers
c.	Believers
d.	Experiencers
e.	All of these are correct.

 

 

ANS:  E                    PTS:   1

 

23. Which of the following is NOT a VALS™ segment?

a.	Innovators
b.	Makers
c.	Realists
d.	Experiencers
e.	Believers

 

 

ANS:  C                    PTS:   1

 

24. Which of the following is NOT a primary motivations dimension of the VALS™ psychographics classification model?

a.	pursuit of ideals
b.	resources
c.	need for achievement
d.	drive to self-express
e.	All of these are primary motivation dimensions.

 

 

ANS:  B                    PTS:   1

 

25. What are the two main dimensions of the VALS™ framework?

a.	individuals’ demographic characteristics and geographic location
b.	individuals’ resources and need for achievement
c.	individuals’ primary motivations and resources
d.	individuals’ religious convictions and status orientation
e.	individuals’ behavioral characteristics and resources

 

 

ANS:  C                    PTS:   1

 

26. Marketers of which of the following product categories would be most interested in the VALS™ “Achievers” grouping?

a.	supermarkets
b.	discount stores
c.	compact automobiles
d.	high-end clothing manufacturers
e.	American-made products

 

 

ANS:  D                    PTS:   1

 

27. A marketer positioning a product to appeal to members of the “Experiencers” category should emphasize all EXCEPT which of the following benefits?

a.	fashion
b.	entertainment
c.	outdoor recreation
d.	economical
e.	social

 

 

ANS:  D                    PTS:   1

 

28. Katherine is a well-educated professional who is well-informed about current affairs. Although her income allows her many choices, she is a conservative, practical consumer. In terms of the VALS™ framework, Katherine would be classified as a(n) ____.

a.	Thinker
b.	Believer
c.	Achiever
d.	Experiencer
e.	Actualizer

 

 

ANS:  A                    PTS:   1

 

29. In the VALS™ framework, “Believers” _____.

a.	exhibit high energy levels, which they devote to physical exercise and social activities
b.	are conservative and predictable consumers who favor established brands and American-made products
c.	are responsible, well educated professionals who are well informed about current events
d.	are a politically conservative group who respects authority and the status quo
e.	are successful, sophisticated, take-charge people with high self-esteem

 

 

ANS:  B                    PTS:   1

 

30. Martin is a politically conservative person who respects authority and the status quo. He drives a high-end automobile and shops at expensive specialty shops. In terms of the VALS™ framework, Martin is a(n) _____.

a.	Maker
b.	Believer
c.	Achiever
d.	Experiencer
e.	Striver

 

 

ANS:  C                    PTS:   1

 

31. The youngest of the VALS™ segments are the _____.

a.	Innovators
b.	Believers
c.	Achievers
d.	Experiencers
e.	Makers

 

 

ANS:  D                    PTS:   1

 

32. Alan is 26 years old. He exhibits high energy levels, which he devotes to physical fitness and social activities. In terms of the VALS™ framework, Alan is a(n) _____.

a.	Innovator
b.	Believer
c.	Achiever
d.	Striver
e.	Experiencer

 

 

ANS:  E                    PTS:   1

 

33. Antonio is a practical, self-sufficient consumer who focuses on family, work, and physical recreation. He is only interested in material possessions that have a practical or functional purpose. He also likes to fix things, such as his car or things around his house. In terms of the VALS™ framework, Ken is a(n) _____.

a.	Believer
b.	Achiever
c.	Striver
d.	Maker
e.	Survivor

 

 

ANS:  D                    PTS:   1

 

34. Which VALS™ group has the lowest income?

a.	Thinkers
b.	Strivers
c.	Experiencers
d.	Makers
e.	Survivors

 

 

ANS:  E                    PTS:   1

 

35. Joan has a strong self-esteem and abundant resources. Friends and colleagues look to her for new ideas and trends. In terms of the VALS™ framework, Joan is a(n) _____.

a.	Believer
b.	Achiever
c.	Innovator
d.	Maker
e.	Shaker

 

 

ANS:  C                    PTS:   1

 

36. Which VALS™ group is the most likely to buy hand tools?

a.	Innovators
b.	Thinkers
c.	Believers
d.	Makers
e.	Survivors

 

 

ANS:  D                    PTS:   1

 

37. Which VALS™ group is the most likely to drink domestic beer?

a.	Experiencers
b.	Believers
c.	Innovators
d.	Survivors
e.	Strivers

 

 

ANS:  B                    PTS:   1

 

38. Which VALS™ group is the most likely to structure their social lives around their family, place of worship, and work?

a.	Innovators
b.	Thinkers
c.	Achievers
d.	Strivers
e.	Makers

 

 

ANS:  C                    PTS:   1

 

39. Which VALS™ group is the most likely to camp, hike, or enjoy other types of outdoor recreation?

a.	Innovators
b.	Strivers
c.	Survivors
d.	Experiencers
e.	Believers

 

 

ANS:  D                    PTS:   1

 

40. The premise underlying geodemographic targeting is that people who _____ also share demographic and lifestyle similarities.

a.	are in the same income category
b.	reside in similar areas
c.	are of the same age
d.	are of the same gender
e.	are of the same ethnic group

 

 

ANS:  B                    PTS:   1

 

41. _____ is a combination of demographic and lifestyle characteristics of consumers within clusters such as ZIP-code areas.

a.	Psychographics
b.	Topographics
c.	Geodemographics
d.	Behaviorgraphics
e.	Cosmographics

 

 

ANS:  C                    PTS:   1

 

42. Nielsen Claritas’ PRIZMNE, a geodemographic marketing service, has grouped U.S. neighborhoods into 66 clusters and given them descriptive names. The “Bohemian Mix” cluster would be expected to have all EXCEPT which of the following types of residents?

a.	early adopters of products and services
b.	urbanites
c.	blue-collar workers
d.	students
e.	liberal people

 

 

ANS:  C                    PTS:   1

 

43. In Nielsen Claritas’ PRIZMNE system of geodemographic profiling, PRIZM stands for ____.

a.	Personal Rating Information by Zip Markets
b.	Potential Rank Index by Zip Markets
c.	Personal Rank Index by Zip Markets
d.	Personal Rating Index by Zip Markets
e.	Potential Rating Index by Zip Markets

 

 

ANS:  E                    PTS:   1

 

44. In Nielsen Claritas’ PRIZMNE system of geodemographic profiling, NE represents the ____ of Nielsen Claritas’s original segmentation system.

a.	new evolution
b.	new edition
c.	next evolution
d.	neo-edition
e.	need edition

 

 

ANS:  A                    PTS:   1

 

45. Terron is a young professional that always attends the latest movie, frequents the newest nightclubs, and has the most up-to-date electronic equipment. To which PRIZMNE cluster would Terron most likely belong?

a.	Innovators
b.	Bohemian Mix
c.	White Picket Fences
d.	Upper Crust
e.	Big Fish, Small Pond

 

 

ANS:  B                    PTS:   1

 

46. Which PRIZMNE cluster represents a stereotypical American household of previous generations?

a.	Bohemian Mix
b.	White Picket Fences
c.	Suburban Pioneers
d.	Up & Comers
e.	Traditionalists

 

 

ANS:  B                    PTS:   1

 

47. Which PRIZMNE cluster includes neighborhoods where occupants live eclectic lifestyles and includes a mix of singles, recently divorced and single parents who have moved into older, inner-ring suburbs?

a.	White Picket Fences
b.	Suburban Pioneers
c.	Bohemian Mix
d.	Up & Comers
e.	Non-traditionalists

 

 

ANS:  B                    PTS:   1

 

48. Which of the following is NOT a major demographic aspect that has considerable relevance for marcom practitioners?

a.	geographic distribution of consumers
b.	age structure of the population
c.	changing household composition
d.	ethnic population developments
e.	All of these are major demographic aspects.

 

 

ANS:  A                    PTS:   1

 

49. Leslie was born in 1957. To which generation does she belong?

a.	Generation X
b.	Generation Y
c.	Baby Boom
d.	Yup & Comers
e.	Traditionalists

 

 

ANS:  C                    PTS:   1

 

50. There are proportionately _____ young adults (ages 20 to 34) than there were in prior generations.

a.	the same number of
b.	more
c.	fewer
d.	dramatically more
e.	fewer middle-agers than

 

 

ANS:  C                    PTS:   1

 

51. In the U.S., middle-agers (ages 35 to 54) have _____ in recent years.

a.	stayed the same in number
b.	decreased in number
c.	increased in number
d.	become less affluent
e.	become more affluent

 

 

ANS:  C                    PTS:   1

 

52. Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children.

a.	tweens
b.	toddlers
c.	teenagers
d.	kids
e.	busters

 

 

ANS:  D                    PTS:   1

 

53. Jessica is 10 years old. To marketers, she is classified as a _____.

a.	kid
b.	teenager
c.	toddler
d.	buster
e.	tween

 

 

ANS:  E                    PTS:   1

 

54. The desire to buy and own products, the enjoyment of these items, and the desire for money that enables the acquisition of products is known as _____.

a.	socialization
b.	materialism
c.	functionalism
d.	socialism
e.	egoism

 

 

ANS:  B                    PTS:   1

 

55. Social networking sites such as Facebook have become particularly effective venues for reaching and influencing the consumer behavior of _____.

a.	children
b.	tweens
c.	parents
d.	older individuals
e.	teens and young adults

 

 

ANS:  E                    PTS:   1

 

56. Which of the following is a group into which Generation-Xers have been placed based on their attitudinal profiles?

a.	Yup & Comers
b.	Bystanders
c.	Drifters
d.	Playboys
e.	All of these are correct.

 

 

ANS:  E                    PTS:   1

 

57. The _____ category of Generation X has the highest level of education and income.

a.	Yup & Comers
b.	Bystanders
c.	Playboys
d.	Drifters
e.	Slackers

 

 

ANS:  A                    PTS:   1

 

58. Leigh is a well educated 28 year old and earns a higher income than most people her age. She would most likely fit into the Generation X category known as _____.

a.	Achievers
b.	Bystanders
c.	Yup & Comers
d.	Playboys
e.	Drifters

 

 

ANS:  C                    PTS:   1

 

59. The Bystanders category of Generation X is most likely to contain _____.

a.	white males
b.	white females
c.	female African-Americans and Hispanics
d.	male African-Americans and Hispanics
e.	male Asian-Americans

 

 

ANS:  C                    PTS:   1

 

60. Marian is uneducated, frustrated with her life, and seeks security and status. Marian would fit into the Generation X category known as _____.

a.	Showers
b.	Bystanders
c.	Yup & Comers
d.	Playboys
e.	Drifters

 

 

ANS:  E                    PTS:   1

 

61. Meaningful and profitable marcom targeting efforts typically require that audience members share a combination of _____.

a.	attitudes, opinions, and purchase behavior
b.	demographic, lifestyle, and possibly geographic characteristics
c.	marketing, message, and media preferences
d.	product, place, and price expectations
e.	shopping behaviors, discretionary income, and household type

 

 

ANS:  B                    PTS:   1

 

62. According to the U.S. Census Bureau, people who are 55 and older are classified as _____.

a.	baby boomers
b.	mature people
c.	middle-aged
d.	elders
e.	the very old

 

 

ANS:  B                    PTS:   1

 

63. Alex is a semi-retired individual who is in good health but is psychologically withdrawn from society. Alex would be classified as a(n) _____.

a.	Healthy Hermit
b.	Ailing Outgoer
c.	Frail Recluse
d.	Healthy Indulger
e.	Healthy Insider

 

 

ANS:  A                    PTS:   1

 

64. The best media for reaching the Healthy Hermits would be _____.

a.	television
b.	radio
c.	outdoor advertising
d.	telemarketing
e.	direct mail

 

 

ANS:  E                    PTS:   1

 

65. Juanita is in poor health, but she is socially active, health-conscious, and interested in learning how to do new things. Juanita would be classified as a(n) _____.

a.	Healthy Hermit
b.	Ailing Outgoer
c.	Frail Recluse
d.	Healthy Indulger
e.	Unhealthy Outsider

 

 

ANS:  B                    PTS:   1

 

66. Frail Recluses are _____.

a.	in good health, relatively wealthy, and are socially active
b.	in good health but psychologically withdrawn from society
c.	withdrawn from society and in poor health
d.	in poor health but socially active
e.	the best market for leisure/travel entertainment

 

 

ANS:  C                    PTS:   1

 

67. _____ are in good health, relatively wealthy, and are socially active.

a.	Healthy Hermits
b.	Ailing Outgoers
c.	Frail Recluses
d.	Healthy Indulgers
e.	Happy Campers

 

 

ANS:  D                    PTS:   1

 

68. Non-family households constitute approximately _____ percent of all households.

a.	18
b.	24
c.	32
d.	45
e.	66

 

 

ANS:  C                    PTS:   1

 

69. Since the 1950s, households in the U.S. have _____ in number, _____ in size, and _____ in character.

a.	increased; grown; changed
b.	stayed about the same; increased; stayed the same
c.	decreased; increased; remained similar
d.	grown; shrunk; changed
e.	increased; increased; changed

 

 

ANS:  D                    PTS:   1

 

70. Singles _____.

a.	watch more prime-time television than the national average
b.	watch less late-night television than the national average
c.	watch less cable television than the general population
d.	read more magazines than the general population
e.	are more difficult to reach via any medium compared to married consumers

 

 

ANS:  D                    PTS:   1

 

71. Which of the following is a FALSE statement?

a.	The African American population is growing faster than the rest of the population.
b.	The average age of black Americans is younger than that of whites.
c.	African-Americans are geographically concentrated.
d.	Whites tend to purchase prestige and name-brand products in greater proportion than African-Americans.
e.	None of these are correct.

 

 

ANS:  D                    PTS:   1

 

72. Which is the largest minority group in the United States?

a.	African Americans
b.	Asian Americans
c.	Jews
d.	Hispanics
e.	Muslim Americans

 

 

ANS:  D                    PTS:   1

 

73. Approximately _____ percent of Hispanic Americans speak only or mostly Spanish at home.

a.	20
b.	30
c.	40
d.	50
e.	60

 

 

ANS:  D                    PTS:   1

 

74. Which group has the highest incomes and most prestigious jobs of any segment of American society?

a.	Whites
b.	African Americans
c.	Hispanic Americans
d.	Muslim Americans
e.	Asian Americans

 

 

ANS:  E                    PTS:   1

 

75. The mere fact of being repeatedly exposed to a message increases the likelihood that the receiver will judge that message to be true is known as the _____.

a.	mere repetition effect
b.	mere exposure effect
c.	exposure paradox
d.	truth effect
e.	repeat effect

 

 

ANS:  D                    PTS:   1

 

76. In practical terms, exposing consumers to a brand’s message is a function of _____.

a.	establishing a sufficient marcom budget
b.	selecting appropriate media and vehicles in which to present a brand message
c.	having a creative message
d.	a and b only
e.	a, b, and c

 

 

ANS:  D                    PTS:   1

 

77. Focusing on and considering a message to which one has been exposed is known as _____.

a.	perception
b.	exposure
c.	attention
d.	comprehension
e.	interpretation

 

 

ANS:  C                    PTS:   1

 

78. A brand’s _____ represents the key feature, benefit, or image that it stands for in the target audience’s collective mind.

a.	logo
b.	name
c.	positioning
d.	placement
e.	semiotics

 

 

ANS:  C                    PTS:   1

 

79. The central idea that encapsulates a brand’s meaning and distinctiveness vis-a-vis competitive brands is known as a _____.

a.	positioning statement
b.	summary statement
c.	constructive process
d.	sign
e.	symbol

 

 

ANS:  A                    PTS:   1

 

80. Fundamental to the concept and practice of positioning is the idea of _____.

a.	meaning
b.	target marketing
c.	signs
d.	symbols
e.	referents

 

 

ANS:  A                    PTS:   1

 

81. When positioning their brands, marketing communicators draw meaning _____ and transfer that meaning to their brands.

a.	from the dictionary
b.	objectively
c.	subjectively
d.	from consumers
e.	from the culturally constituted world

 

 

ANS:  E                    PTS:   1

 

82. A sign relation is established in marketing communications when _____.

a.	a brand and a referent belong to the same cultural context
b.	a brand is characterized with a logo
c.	a brand is personified
d.	a metaphor is used
e.	a simile is used

 

 

ANS:  A                    PTS:   1

 

83. A good positioning statement should satisfy which of the following?

a.	reflect a brand’s competitive advantage
b.	motivate consumers to action
c.	based on product-related attributes
d.	a and b only
e.	a, b, and c

 

 

ANS:  D                    PTS:   1

 

84. A positioning statement that neither reflects a brand’s advantage nor motivates consumers to action _____.

a.	is a winner
b.	is a loser
c.	promotes competitors
d.	is “swimming up the river”
e.	is “swimming up the river without a paddle”

 

 

ANS:  B                    PTS:   1

 

85. When a proposed positioning for a brand represents a competitive advantage for a trivial product feature or benefit, but does not represent something that would give consumers compelling reasons to select the brand positioned as such, this would be considered a _____ option.

a.	loser
b.	winner
c.	swimming-up-the-river
d.	promote-competitors
e.	match-competitors

 

 

ANS:  C                    PTS:   1

 

86. A positioning statement that reflects a brand’s competitive advantage but does not motivate consumers to action _____.

a.	is a winner
b.	is a loser
c.	promotes competitors
d.	is “swimming up the river”
e.	is adequate

 

 

ANS:  D                    PTS:   1

 

87. A positioning statement that motivates consumers to action but does not reflect a competitive advantage for the brand _____.

a.	is a winner
b.	promotes competitors
c.	is a loser
d.	is “swimming up the river”
e.	is effective

 

 

ANS:  B                    PTS:   1

 

88. When a proposed positioning for a brand represents a competitive advantage on a feature or benefit and gives consumers a persuasive reason for trying the brand, this would be considered a _____ option.

a.	loser
b.	winner
c.	swimming-up-the-river
d.	promote-competitors
e.	match-competitors

 

 

ANS:  B                    PTS:   1

 

89. A positioning statement that reflects a brand’s competitive advantage and motivates consumers to action _____.

a.	promotes competitors
b.	is a winner
c.	is a loser
d.	is “swimming up the river”
e.	is ineffective

 

 

ANS:  B                    PTS:   1

 

90. An ad for Hanes brand of underwear says, “Wait ’til we get our Hanes on you!” The brand is positioned as being comfortable for the wearer, and the ad really stressed how comfortable the brand feels against your skin. This brand’s positioning is best described as appealing to consumers’ _____ needs.

a.	functional
b.	rational
c.	emotional
d.	symbolic
e.	experiential

 

 

ANS:  E                    PTS:   1

 

91. Product design, color, and size are all examples of _____.

a.	non-product-related attributes
b.	product benefits
c.	basic consumer needs
d.	product-related attributes
e.	product imagery

 

 

ANS:  D                    PTS:   1

 

92. Price, packaging, and user and usage imagery are all examples of _____.

a.	product-related attributes
b.	product benefits
c.	basic consumer needs
d.	product imagery
e.	non-product-related attributes

 

 

ANS:  E                    PTS:   1

 

ESSAY

 

1. Name and briefly describe the four sets of consumer characteristics described in this chapter that singularly or in combination influence what people consume and how they respond to marketing communications.

 

ANS:

The four sets of consumer characteristics discussed in this chapter are:

1.	Behaviorgraphics: represents information about the audience’s behavior in terms of past purchase behavior or online search activity in a particular product category or set of related categories.
2.	Psychographics: captures aspects of consumers’ psychological makeup and lifestyles including their attitudes, values, and motivations.
3.	Demographics: reflect measurable population characteristics such as age, income, and ethnicity.
4.	Geodemographics: based on demographic characteristics of consumers who reside within geographic clusters such as zip code areas and neighborhoods.

 

 

PTS:   1

 

2. Explain the VALS™ classification model. Name and describe two categories of consumers from this model, the best way to promote to each category you’ve chosen, and the types of products and services that would most likely be purchased by members in each of those categories.

 

ANS:

The VALS™ segmentation scheme places American adult consumers into one of eight segments based on their responses to a 40-item questionnaire. The horizontal dimension of the VALS™ framework represents individuals’ primary motivations, whether in terms of their pursuit of ideals, their need for achievement, or drive to self-express. The vertical dimension reflects individuals’ resources as based on their educational accomplishments and income levels. The segments are Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. Students can name and describe any two of the eight segments to answer this question. Please refer to the text for detailed descriptions of the segments as well as ways to promote to each and products each segment is most likely to purchase.

 

PTS:   1

 

3. Explain the concept of geodemographic targeting and how it is being used in today’s marketplace.

 

ANS:

The word geodemographic is a conjunction of geography and demography. The premise underlying geodemographic targeting is that people who reside in similar areas, such as neighborhoods or postal zip code zones, also share demographic and lifestyle similarities. Several companies have developed services that delineate geographical areas into common groups, or clusters, wherein reside people with similar demographic and lifestyle characteristics. These companies (and their services) include CACI (ACORN), Donnelly Marketing (ClusterPlus), Experian (MOSAIC), Nielsen Claritas (PRIZMNE), and SBI (GeoVALS™). Nielsen Claritas’ PRIZMNE system is described in detail in the text, with two of the 66 clusters (Bohemian Mix and Suburban Pioneers) described in detail.

 

PTS:   1

 

4. There are indications that baby boomers are retaining many of their more youthful consumption habits. Which industries would be the most influenced by this phenomenon? Discuss how marketing strategies would be impacted.

 

ANS:

Health and beauty aids is one industry that would be significantly influenced by this phenomenon. For example, the increased purchases of hair-color products by baby boomers reflects this tendency for boomers to prolong youth and to gravitate toward products that support their youth obsession. Manufacturers of health-care items, exercise machines, and food products can actively appeal to baby boomers’ passion for remaining in youthful shape. However, it is important to note that, while this group shares the same age group, they do not act the same or purchase identical products. There are distinct difference among people with respect to age, income, ethnicity, lifestyle choices, and product/brand preferences which will impact marketing strategies.

 

PTS:   1

 

5. The Bureau of the Census divides people 55 and older into four distinct segments. Name and describe theses segments, and discuss why these groups of consumers are significant for marketers.

 

ANS:

The U.S. Census classifies mature people as those who are 55 and older and divides this age group into four distinct age segments: 55 to 64 (olders); 65 to 74 (elders); 75 to 84 (the very old); and 85 and over. (Note: Table 5.4 states 75+ as the very old but the text presents the segments as given in this answer.) In 2005, there were approximately 66 million U.S. citizens that fall into this segment. This represents almost one quarter of all Americans. Not only are mature consumers numerous, they also are wealthier and more willing to spend than ever before. Mature Americans control nearly 70 percent of the net worth of all U.S. households. People aged 65 and older are particularly well off, having the highest discretionary incomes and the most assets of any age group. A variety of implications accompany marcom efforts directed at mature consumers. In advertising aimed at this group, it is advisable to portray them as active, vital, busy, forward looking, and concerned with looking attractive and being romantic. Advertisers that use the Internet cannot neglect appeals to seniors, who represent one of the fastest growing groups on the web.

 

PTS:   1

 

6. Discuss the differences between the African American population and the general population that makes this segment attractive for many companies. How would these factors influence the development of promotional campaigns targeted to African Americans?

 

ANS:

Several notable reasons explain why African Americans are attractive consumers from many companies: (1) The average age of black Americans is considerably younger than that for whites; (2) African Americans are geographically concentrated, with approximately three-fourths of all blacks living in just 16 states; and (3) African Americans tend to purchase prestige and name-brand products in greater proportion than do whites.

 

These factors should influence the development of campaigns targeted to this segment by making personalized appeals by using African American models, particularly younger ones, and contexts with which blacks can identify. Due to the geographic concentration, media purchases can be concentrated in these geographic areas as well. Manufacturers of prestigious brands could also effectively target this group with specialized communications since this segment tends to purchase prestige and name-brand products in greater proportion that other segments of consumers.

 

PTS:   1

 

7. Explain how marketers create meaning for a brand.

 

ANS:

Brand communicators and the marketing team in general must identify a positioning statement, which is the central idea that encapsulates a brand’s meaning and distinctiveness vis-a-vis competitive brands. Meaning for a brand is determined both by the message source’s choice of communication elements and by the receiver’s unique social-cultural background and mind-set at the time he or she is exposed to a message. Marketing communications in all forms uses signs in the creation of messages. A sign is something physical and perceivable that signifies something (the referent) to somebody (the interpreter) in some context. Since people have meanings for signs, a desirable outcome is most likely accomplished when signs are common to both the sender’s and the receiver’s field of experience (also called perceptual field), which is the sum total of a person’s experiences that are stored in memory. The larger the overlap in their perceptual fields, the greater the likelihood that signs will be interpreted by the receiver in the manner intended by the sender. Marketing communicators when in the process of positioning their brands draw meaning from the culturally constituted world and transfer that meaning to their brands.

 

PTS:   1