Ch6

Chapter 6: Analyzing Consumer Markets

GENERAL CONCEPT QUESTIONS

Multiple Choice

1.Marketers are always looking for emerging trends that suggest new marketing opportunities.
One such trend is the ―metrosexual.‖ Which of the following items would the metrosexual most
likely have some interest for?

a. An IBM computer.

b. Tickets to WWF wrestling.

c. Saxophone lessons.

d. An all-over body spray by Axe.

e. Cowboy boots made from elephant hide.

Answer: d Page: 173 Level of difficulty: Medium

2.________ is the study of how individuals, groups, and organizations select, buy, use, and
dispose of goods, services, ideas, or experiences to satisfy their needs and wants. a. Target
marketing

b. Psychographic segmentation

c. Psychology

d. Consumer behavior

f. Product differentiation

Answer: d Page: 151 Level of difficulty: Easy

3. The fundamental determinant of a person’s wants and behavior is the person’s________.

a. psyche

b. national origin

c. culture

d. peer group

e. family tree

Answer: c Page: 151 Level of difficulty: Medium

4. A child growing up in the United States is exposed to all of the following values
EXCEPT________.

a. achievement and success

b. activity

c. efficiency and practicality

d. the importance of the group in daily life

e. freedom


5. Which of the following would be the best illustration of a subculture?
a. A religion.
b. A group of close friends.
c. Your university.
d. A fraternity or sorority.
e. Your occupation.
Answer: a Page: 153 Level of difficulty: Hard

6. With respect to facts about the American consumer, which of the following consumer
electronics is owned by the vast majority of consuming households with a 93 percent reporting
ownership?
a. A personal computer.
b. TiVo DVR.
c. A cellular phone.
d. A microwave oven.
e. A VCR.
Answer: e
Page: 152? Level of difficulty: Hard

7. ________ is defined as being relatively homogeneous and enduring divisions in a society,
which are hierarchically ordered and whose members share similar values, interests, and
behavior.
a. Culture
b. Subculture
c. Social class
d. The family
e. A group


8. Social classes show distinct product and brand preferences in all the following
areas EXCEPT________.
a. clothing
b. home furnishings
c. leisure activities
d. automobiles
e. fast food
Answer: e Page: 153 Level of difficulty: Medium

9. A person’s________ consist(s) of all the groups that have a direct (face-to-face) or
indirect influence on his/her attitudes or behavior.
a. culture
b. subculture
c. psychographics
d. reference groups
e. demographics

10. A(n)________ group is one whose values or behavior an individual rejects.
a. aspirational
b. disassociative
c. membership
d. primary
e. procreational
Answer: b Page: 153 Level of difficulty: Easy

11. If a direct mail marketer wished to direct promotional efforts toward the family of ________,
efforts need to be directed toward parents and siblings of the family members.
a. orientation
b. procreation
c. immediacy
d. intimacy
e. reference
Answer: a Page: 154 Level of difficulty: Medium

12. Expected to account for a quarter of the U.S. population by 2050,________ are the fastest
growing minority.
a. African Americans
b. Asian Americans
c. Hispanic Americans
d. European Americans
e. Arabic Americans
Answer: c Page: 222 Level of difficulty: Easy

13. The dominant cohort, with respect to families, for the next fifty years may very well be
the________ cohort.
a. married-couple household
b. single adults
c. single seniors
d. married seniors
e. married-couples with parents living with them
Answer: b Page: 179 Level of difficulty: Hard

14. Husbands and wives display different decision-making roles in most families. The trend for
dominant decision making in families is for________ to be responsible for most of the decisions.

a. the husband
b. the wife
c. joint decision making (both husband and wife)
d. holistic decision making
e. child-oriented decision making

15. The Disney Channel has become the company’s cash cow for its ability to reach the
underserved________ market—8- to 14-year-olds.
a. teen
b. twixt
c. mid-
d. tween
e. young adult Answer: d Page: 154 Level of difficulty: Medium

16. People choose products that reflect and communicate their role and actual or desired
________ in society.
a. group
b. status
c. attitudes
d. beliefs
e. feelings
Answer: b Page: 155 Level of difficulty: Medium

17. Consumption may be shaped by________ (such as marriage, childbirth, or divorce).
a. the psychological life cycle
b. the product life cycle
c. the life/death life cycle
d. post-puberty cycles
e. critical life events or transitions

18. Product choice is greatly affected by economic circumstances. All of the following would be
among those circumstances EXCEPT________.

a. spendable income

b. savings and assets

c. debts

d. occupation
e. borrowing power

19.________ is a set of distinguishing human psychological traits that lead to relatively
consistent and enduring responses to environmental stimuli.
a. Image
b. Personality
c. Beliefs
d. Heredity
e. Culture

20. When the Marlboro Man was depicted in advertising as a rugged outdoor, tough cowboy
type, this was done to establish what is called a________.
a. trademark
b. brand name
c. brand personality
d. psychological approach to advertising
e. brand reference

21.________ portrays the ―whole person‖ interacting with his or her environment.
a. Attitude
b. Reference group
c. Lifestyle
d. Culture
e. Subculture
Answer: c
Page: 157 Level of difficulty: Medium

22. Consumers today are experiencing a time famine because of their busy lifestyles. One way to
avoid the difficulties of time famine, which is of particular interest to marketers, is________.

a. to set fewer goals
b. to multitask
c. to give in to personal burdens
d. to report frustration to management
e. to develop a callous attitude toward marketers

23. With respect to understanding consumer behavior, there are four key psychological
processes. All of the following would be among those processes EXCEPT
________.
a. motivation
b. perception
c. learning
d. self-reliance
e. memory

24. A________ when it is aroused to a sufficient level of intensity.
a. need becomes a motive
b. motive becomes a need
c. desire becomes a reality
d. unfulfilled demand becomes a crisis
e. personal demand exceeds the ability to rationally reject


25.________ assumed that the psychological forces shaping people’s behavior are largely
unconscious, and that a person cannot fully understand his or her own motivations.

a. Abraham Maslow
b. Frederick Herzberg
c. Sigmund Freud
d. John Cacioppo
e. Karl Marx

26. Frederick Herzberg developed a________ that distinguishes dissatisfiers and satisfiers.
a. trait-role theory
b. psychological constraint theory
c. probability scale
d. leadership model
e. two-factor theory

27. At the top of Maslow’s hierarchy of needs (shown as a pyramid in the text) are
________needs .
a. esteem
b. self-actualization
c. social
d. safety
e. physiological

28. It has been estimated that the average person is exposed to over________ ads or brand
communications a day.
a. 1,500
b. 1,300
c. 1,000
d. 800
e. 500

29.________ is the tendency to interpret information in a way that will fit our preconceptions.
a. Selective retention
b. Cognitive dissonance
c. Selective distortion
d. Subliminal perception
e. Discrimination

30. A cigarette ad has a picture of a young man laying on his back and dreamily looking at clouds in
the sky. Though not readily obvious to the casual reader, there is a message in the clouds that
says ―r-e-l-a-x.‖ This would be an example of which of the following?

a. Selective distortion
b. Cognitive dissonance
c. Selective retention
d. Subliminal perception
e. Short-term memory
Answer: d Page: 163 Level of difficulty: Hard

31. A________ is a strong internal stimulus impelling action.
a. cue
b. drive
c. reinforcement
d. discrimination
e. belief

32.________ teaches marketers that they can build demand for a product by associating it with
strong drives, using motivating cues, and providing positive reinforcement
a. Demand theory
b. Learning theory
c. Economic theory
d. Psychological theory
e. Demographic theory

33. As Rita scans the yellow pages section of her phone book looking for a florist, she sees several
others products and services advertised. Though interesting on first glance, she quickly returns to
her primary task of finding a florist. The items that distracted her from her search were most
likely stored in which of the following types of memory?

a. Short-term memory
b. Long-term memory
c. Middle memory
d. Subconscious memory
e. Subliminal memory
34. Brand associations consist of all the brand-related thoughts, feelings, perceptions, images,
experiences, beliefs, attitudes, and so on that become linked to the brand ________.
a. stimulus
b. link
c. connection
d. personality
e. node
Answer: e Page: 164 Level of difficulty: Hard

35. In general, the more attention placed on the meaning of information during ________, the
stronger the resulting associations in memory will be.
a. encoding
b. decoding
c. classification
d. retrieval
e. memorization

36. Repeated exposures to information provide greater opportunity for processing and thus the
potential for________.
a. more profits
b. more sales
c. stronger associations
d. increased brand personality
e. more one-to-one relationships

37. Cognitive psychologists believe that memory is________, so that once information becomes
stored in memory, its strength of association decays very slowly.
a. very limited
b. somewhat limited
c. fluid
d. often reflective
e. extremely durable

38. The five-stage model of the consumer buying process includes all of the following stages
EXCEPT________.
a. problem recognition
b. information search
c. social interaction
d. purchase decision
e. influencer
Answer: c Page: 166 Level of difficulty: Easy

44.With respect to consumer decision making, the________ is the set of strong contenders from
which one will be chosen as a supplier of a good or service.
a. total set
b. awareness set
c. consideration set
d. choice set
e. decision set

45.A(n)________ is a descriptive thought that a person holds about something.
a. attitude
b. belief
c. desire
d. feeling
e. emotion

46. A(n)________ puts people into a frame of mind: liking or disliking an object, moving
toward or away from it.
a. attitude
b. belief
c. feeling
d. position
e. stance

47. The expectancy-value model of attitude formation posits that consumers evaluate products
and services by combining their________.
a. needs
b. wants
c. desires
d. brand beliefs
e. consuming attitudes

48. All of the following would be considered to be strategies for approaching consumers who had
rejected your company’s model of a product for another competitive brand EXCEPT________.

a. redesign your company’s product
b. alter beliefs about your company’s brand
c. covertly alter the qualitative data about your product
d. alter beliefs about competitors’ brands
e. call attention to neglected attributes
Answer: c Pages: 170 Level of difficulty: Medium

49. Customer value analysis reveals the company’s strengths and weaknesses relative to various
competitors. Which of the following would be considered to be the first step in this process?

a. Monitor customer values over time.
b. Assess the quantitative importance of the different attributes.
c. Assess the company and competitors’ performances on customer values.
d. Identify the major attributes customers value.
e. Examine customer ratings of the company and competitors.

50. With respect to consumer purchase intention, all of the following would be among the sub-
decisions made by consumers EXCEPT________.
a. emotional value
b. brand
c. dealer
d. timing
e. payment method
Answer: a Pages: 196–197 Level of difficulty: Medium

51. With the________ heuristic, the consumer sets a minimum acceptable cutoff level for each
attribute and chooses the first alternative that meets the minimum standard for all attributes.

a. conjunctive
b. lexicographic
c. elimination-by-aspects
d. primary
e. secondary
Answer: a Pages: 170 Level of difficulty: Hard

52. Even if consumers form brand evaluations, two general factors can intervene between the
purchase intention and the purchase decision. One of these is unanticipated situational factors.
What is the second factor?

a. Amount of purchasing power.
b. Attitudes of others.

c. Short-term memory capabilities.
d. Ability to return merchandise.
e. The self-concept.
Answer: b Pages: 170 Level of difficulty: Medium

53.________ risk occurs if the product fails to perform up to expectations.

a. Physical
b. Financial
c. Social
d. Psychological
e. Functional
Answer: e Page: 171 Level of difficulty: Hard

54.If performance meets consumer expectations, the consumer is________.
a. delighted
b. satisfied
c. disappointed
d. surprised
e. overwhelmed
Answer: b
Page: 172 Level of difficulty: Easy

55. A key driver of sales frequency is the________ rate.
a. product consumption
b. disposal
c. refusal
d. utility
e. option
Answer: a Page: 172 Level of difficulty: Easy

56.The level of engagement and active processing undertaken by the consumer in responding to
a marketing stimulus is called________.
a. elaboration likelihood
b. consumer disengagement
c. consumer involvement
d. variety-seeking
e. low-involvement

57.If a consumer is persuaded to buy a product by a message that requires little thought and is
based on an association with a brand’s positive consumption experiences from the past, the
consumer used a________ to arrive at this purchase decision.
a. central route
b. peripheral route
c. behavioral route

d. subjective route
e. objective route

58. With the________, predictions of usage are based on quickness and ease of use.
a. availability heuristic
b. representative heuristic
c. anchoring heuristic
d. adjustment heuristic
e. semantic heuristic

59. Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack
food aisle in the grocery store. He rarely even reads the box or checks the price. Which of the
following heuristics is most likely being used by Ben?

a. Availability
b. Representative
c. Anchoring
d. Adjustment
e. Semantic

60.________ refers to the manner by which consumers code, categorize, and evaluate financial
outcomes of choices.
a. Cost accounting
b. Financial accounting
c. Behavioral accounting
d. Mental accounting
e. Factual accounting

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