Top 10 learning questions for chapter6

TOP 10 Learning Questions for

Chapter 6: Analyzing Consumer Markets

Marlon S. Relatado

December 17, 2010

www.marlonrelatado.blogspot.com

Question
1. When subcultures grow large and affluent
enough, companies often design specialized
marketing programs to serve them. These
programs are known as __________________

A. Subcultural Marketing
B. Diversity Marketing
C. Demographic Marketing
D. Cultural Marketing
E. Niche Marketing


Influencing Buyer Behavior
Concept
Consumer Behavior
Cultural Factors
Culture
Subcultures
Diversity marketing
Social class


Concept Consumer Behavior
Explanation
Cultural Factors
Culture
Subcultures
Diversity marketing – grew out of marketing
research, which revealed different ethnic and
demographic niches did not always respond
favorably to mass-market advertising.
Social class


Answer
1. When subcultures grow large and affluent
enough, companies often design specialized
marketing programs to serve them. These
programs are known as __________________

A. Subcultural Marketing
B. Diversity Marketing
C. Demographic Marketing
D. Cultural Marketing
E. Niche Marketing


Question
2. People are more likely to notice stimuli that
relate to a current need, that they anticipate
and whose deviations are large in relation to
the normal size of the stimuli fall under which
perceptual process?

A. Selective Retention
B. Selective Distortion
C. Selective Attention
D. Subliminal Perception
E. None of the Above


Perceptual Processes on
Concept

 Selective attention
 Selective retention
 Selective distortion


Perceptual Processes on

Concept
Explanation

The marketers have to work hard to attract customer’s notice. The
real challenge is to explain which stimuli people will notice.

Answer
2. People are more likely to notice stimuli that
relate to a current need, that they anticipate
and whose deviations are large in relation to
the normal size of the stimuli fall under which
perceptual process?

A. Selective Retention
B. Selective Distortion
C. Selective Attention
D. Subliminal Perception
E. None of the Above


Question
3. Despite China’s economic progress, many mainlanders
still in poverty because they live with fears. Top of their
fears is man-made disasters such as vehicular accidents
and others like retrenchment, corruption, health costs,
uncertainties after retirement, etc. These fears should
meet satisfaction with which Maslow’s hierarchy?

A. Self-Actualization
B. Esteem needs
C. Social needs
D. Safety needs
E. Physiological needs


Maslow’s Hierarchy of Needs

Concept


Maslow’s Hierarchy of Needs

Concept
Explanation

People look for safety needs when fear and uncertainty are
present.

Answer
3. Despite China’s economic progress, many mainlanders
still in poverty because they live with fears. Top of their
fears is man-made disasters such as vehicular accidents
and other fears like retrenchment, corruption, health
costs, uncertainties after retirement, etc. These fears
are all related to which Maslow’s Hierarchy of needs?

A. Self-Actualization
B. Esteem needs
C. Social needs
D. Safety needs
E. Physiological needs


Question
4. The following are factors in
influencing buyer behavior
except
A. Cultural factors
B. Interpersonal factors
C. Personal factors
D. Social factors
E. Psychological factors


Concept


Concept
Explanation

Interpersonal factors belong to buying decision
and not on buyer behavior.

Answer
4. The following are factors in
influencing buyer behavior
except
A. Cultural factors
B. Interpersonal factors
C. Personal factors
D. Social factors
E. Psychological factors


Question
5. Personality is a mean set of distinguishing
human ____________ traits that lead to relatively
consistent and enduring responses to
environmental stimuli.

A. Psychographical
B. Physiological
C. Philosophical
D. Political
E. Psychological


Personal Factors

Concept  Age  Personality
 Life cycle stage  Values
 Occupation  Lifestyle
 Wealth  Self-concept


Personal Factors

Concept
Explanation
 Age  Personality – a set of distinguishing
 Life cycle stage human psychological traits that lead
to relatively consistent and enduring
 Occupation
responses to environmental stimuli.
 Wealth
 Values
 Lifestyle
 Self-concept


Answer
5. Personality is a mean set of distinguishing
human ____________ traits that lead to relatively
consistent and enduring responses to
environmental stimuli.

A. Psychographical
B. Physiological
C. Philosophical
D. Political
E. Psychological


Question

6. Personal, Commercial, Public and
Experiential are groups of sources that
fall in which model of consumer buying
process?
A. Problem Recognition
B. Information Search
C. Evaluation of Alternatives
D. Purchase Decision
E. Postpurchase behavior


5-Stage Model of the Consumer
Buying Process

Concept


Concept
Explanation

Information search is also the identification
of alternatives which can be either of the
four groups of information sources.

Answer

6. Personal, Commercial, Public and
Experiential are groups of sources that
fall in which model of consumer buying
process?
A. Problem Recognition
B. Information Search
C. Evaluation of Alternatives
D. Purchase Decision
E. Postpurchase behavior


Question

7. Which of the following is
true?
A. Consumer may skip some stages in buying decision
process.
B. Personality is the fundamental determinant of a
person’s wants and behavior.
C. Biogenic needs arise from the need for recognition,
esteem, or belonging.
D. Lifestyle is the specific mix of human traits that may
be attributed to a particular brand.
E. Human needs are arranged in a hierarchy, from the
least pressing to the most pressing.

Stages of the Buying Decision
Process
Concept


Stages of the Buying Decision
Process
Concept A woman buying her regular
Explanation
brand toothpaste goes directly
from the need for toothpaste
to the purchase
decision, skipping information
search and evaluation.


Answer

true?
A. Consumer may skip some stages in buying decision
process.
B. Personality is the fundamental determinant of a
person’s wants and behavior.
C. Biogenic needs arise from the need for recognition,
esteem, or belonging.
D. Lifestyle is the specific mix of human traits that may
be attribute to a particular brand.
E. Human needs are arranged in a hierarchy, from the
least pressing to the most pressing.

Question

false?
A. Frederick Taylor developed a two-factor theory that
distinguishes dissatisfiers and satisfiers.
B. The buying process starts when the buyer recognizes
a problem or a need.
C. Consumer’s decision to modify a purchase decision is
heavily influenced by perceived risk.
D. Personality can be a useful variable in analyzing
consumer brand choices.
E. The consumer buying behavior by Henry Assael is
based on the degree of buyer involvement and degree
of brand differences.

Psychological Factors
Frederick
Concept Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory
Behavior is
Behavior Behavior guided by
is guided by is driven by motivating
subconscious lowest, and hygiene
motivations unmet need (dissatisfier and
satisfier)
factors


Psychological Factors
Frederick
Concept Maslow’s Herzberg’s
Explanation Freud’s Hierarchy Two-Factor
Theory of Needs Theory
Behavior is
Behavior Behavior guided by
is guided by is driven by motivating
subconscious lowest, and hygiene
motivations unmet need (dissatisfier and
satisfier)
factors
It’s Frederick Herzberg and not Frederick Taylor.

Answer

false?
A. Frederick Taylor developed a two-factor theory that
distinguishes dissatisfiers and satisfiers.
B. The buying process starts when the buyer recognizes
a problem or a need.
C. Consumer’s decision to modify a purchase decision is
heavily influenced by perceived risk.
D. Personality can be a useful variable in analyzing
consumer brand choices.
E. The consumer buying behavior by Henry Assael is
based on the degree of buyer involvement and degree
of brand differences.

Question

true?
A. Abraham Maslow assumed that the psychological forces shaping
people’s behavior are largely unconscious, and a person cannot
fully understand his or her motivations.
B. Because attitudes economize on energy and thought, they are
very difficult to change.
C. Before the purchase, the consumer might experience dissonance
that stems from noticing certain disquieting features or hearing
favorable things about other brands.
D. At the third level, the person may enter an active information
search: looking for reading material, phoning friends and visiting
stores to learn about the product.
E. All of the above.

Concept
Explanation

A person’s attitudes settle into consistent pattern: to change a
single attitude may require major adjustments in other
attitudes.

Answer

true?
A. Abraham Maslow assumed that the psychological forces shaping
people’s behavior are largely unconscious, and a person cannot
fully understand his or her motivations.
B. Because attitudes economize on energy and thought, they are
very difficult to change.
C. Before the purchase, the consumer might experience dissonance
that stems from noticing certain disquieting features or hearing
favorable things about other brands.
D. At the third level, the person may enter an active information
search: looking for reading material, phoning friends and visiting
stores to learn about the product.
E. All of the above.

Question

10. __________ is the process by which an
individual selects, organizes, and interprets
information inputs to create a meaningful
picture of the world

A. Psychology.
B. Anticipation.
C. Perception.
D. Learning.
E. Motivation.


Concept
Explanation

In marketing, people’s perceptions are more
important than the reality.

Answer

10. __________ is the process by which an
individual selects, organizes, and interprets
information inputs to create a meaningful
picture of the world

A. Psychology.
B. Anticipation.
C. Perception.
D. Learning.
E. Motivation.


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