Textbook used is Consumer Behavior Building Marketing Strategy Twelfth Edition 1. (1) Laurie saved for six months to have enough money to buy a new designer outfit to wear to a special party. She had to travel to a larger city to purchase this outfit, but it was worth it to her because it made her feel beautiful and confident. The difference between the benefits Laurie perceived from this purchase and the cost to her to acquire these benefits describes her _____. consumer behavior customer value motivation equity difference perceptual field 2. (1) Marketing strategy is formulated in terms of the marketing mix; that is, it involves determining the product, features, price, communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is often referred to as the _____. total product customer value offering value proposition total value 3. (1) Which of the following is a component of a market analysis? market segmentation objectives conditions price all of the above 4. (1) Which of the following aspects is evaluated when determining a firm's ability to meet customer needs? financial condition general managerial skills production capabilities technological sophistication all of the above 5. (1) What is the LAST step in market segmentation? describing each group selecting an attractive segment(s) to serve identifying product-related need sets grouping customers with similar need sets deciding the segmenting scheme 6. (1) Which of the following is used to describe a group of consumers with similar needs sets? demographics lifestyles media usage a and b a, b, and c 7. (1) Which of the following is used to evaluate the attractiveness of various market segments? segment size distribution available fit with company image cost to serve all of the above 8. (1) Tony's job entails making sure his company's products get to retailers so that target customers can buy them. Which element of the marketing mix is Tony involved with? product price distribution communications placement 9. (1) Which is NOT a step in the consumer's decision process? information search postpurchase processes problem recognition alternative evaluation and selection self-concept analysis 10. (1) _____ values prescribe a society's relationship to its economic and technological as well as its physical environment. Other-oriented Self-oriented Externally-oriented Internally-oriented Environment-oriented 11. (1) Which of the following countries tends to value individualism over collectivism? Mexico India United States Korea Japan 12. (1) Which value has a strong influence on entrepreneurship and economic development as well as new-product acceptance? individual/collective competitive/cooperative tradition/change risk taking/security masculine/feminine 13. (1) The fact that Americans are prone to engage in physical activities and to take an action-oriente ...

1. Textbook used is Consumer Behavior Building Marketing
Strategy Twelfth Edition
1. (1)
Laurie saved for six months to have enough money to buy a new
designer outfit to wear to a special party. She had to travel to a
larger city to purchase this outfit, but it was worth it to her
because it made her feel beautiful and confident. The difference
between the benefits Laurie perceived from this purchase and
the cost to her to acquire these benefits describes her _____.
consumer behavior
customer value
motivation
equity difference
perceptual field
2. (1)
Marketing strategy is formulated in terms of the marketing mix;
that is, it involves determining the product, features, price,
communications, distribution, and services that will provide
customers with superior value. This entire set of characteristics
is often referred to as the _____.
total product
customer value
offering

2. value proposition
total value
3. (1)
Which of the following is a component of a market analysis?
market segmentation
objectives
conditions
price
all of the above
4. (1)
Which of the following aspects is evaluated when determining a
firm's ability to meet customer needs?
financial condition
general managerial skills
production capabilities
technological sophistication
all of the above
5. (1)
What is the LAST step in market segmentation?
describing each group

3. selecting an attractive segment(s) to serve
identifying product-related need sets
grouping customers with similar need sets
deciding the segmenting scheme
6. (1)
Which of the following is used to describe a group of consumers
with similar needs sets?
demographics
lifestyles
media usage
a and b
a, b, and c
7. (1)
Which of the following is used to evaluate the attractiveness of
various market segments?
segment size
distribution available
fit with company image
cost to serve
all of the above

4. 8. (1)
Tony's job entails making sure his company's products get to
retailers so that target customers can buy them. Which element
of the marketing mix is Tony involved with?
product
price
distribution
communications
placement
9. (1)
Which is NOT a step in the consumer's decision process?
information search
postpurchase processes
problem recognition
alternative evaluation and selection
self-concept analysis
10. (1)
_____ values prescribe a society's relationship to its economic
and technological as well as its physical environment.
Other-oriented
Self-oriented

5. Externally-oriented
Internally-oriented
Environment-oriented
11. (1)
Which of the following countries tends to value individualism
over collectivism?
Mexico
India
United States
Korea
Japan
12. (1)
Which value has a strong influence on entrepreneurship and
economic development as well as new-product acceptance?
individual/collective
competitive/cooperative
tradition/change
risk taking/security
masculine/feminine
13. (1)
The fact that Americans are prone to engage in physical

6. activities and to take an action-oriented approach to problems
can be explained through which self-oriented value dichotomy?
sensual gratification/abstinence
competitive/cooperative
diversity/uniformity
active/passive
age/youth
14. (1)
Which type of materialism is the acquisition of items for the
sake of owning the item itself?
primary
secondary
terminal
instrumental
end state
15. (1)
A culture's overall orientation toward time is known as its
_____.
time perspective
time meaning
uses and gratifications

7. time symbolism
time relationship
16. (1)
Jose is from Brazil and is currently enrolled in an MBA
program at a U.S. university. He routinely comes to class 30-60
minutes late and does not turn in assignments by the deadline.
One of his professors pulled him aside and asked him why he's
always late for class and turns his work in late. Jose was
surprised that his professor was bothered by this as this
behavior is entirely acceptable in Brazil. In fact, it's expected.
Which of the following best describes Jose's time perspective?
spontaneous
parallel
monochronic
polychronic
variable
17. (1)
With respect to demographics, which of the following describes
the society in terms of age, income, education, and occupation?
size
distribution
concentration
structure

8. composition
18. (1)
Global citizens are highly concentrated in the United States and
the United Kingdom.
True
False
19. (1)
When did Americans begin to place increased emphasis on
leisure, immediate gratification, and sensual gratification?
after the end of the Civil War
after the end of World War I
during the Depression
after the end of World War II
after the Vietnam War
20. (1)
Which of the following is NOT an other-oriented value?
diversity/uniformity
masculine/feminine
limited family/extended family
tradition/change

9. individual/collective
21. (1)
Which of the following is an emerging American value?
materialistic
individual
admiring nature
masculine
postponed gratification
22. (1)
A shift back to an emphasis on postponed gratification in
America would most likely _____.
increase the use of credit
decrease the use of credit
alter the timing of television commercials
expand the use of Internet shopping
none of the above
23. (1)
What percentage of American adults exercise regularly?
less than 50%
50%

10. 60%
75%
more than 75%
24. (1)
Consumers higher in individualism are more likely to _____
when faced with poor service performance.
complain
switch
engage in negative word-of-mouth
a and b
a, b, and c
25. (1)
Marketers have responded to Americans' increasing concern for
the environment with an approach called _____.
green marketing
clean marketing
environmental marketing
activist marketing
cause-related marketing
26. (1)
Carl likes to support marketers that support causes or charities

11. that are important to him. However, he is concerned about a
marketer's motive behind cause-related marketing programs and
uses good judgment on which ones to support. Carl is best
described as belonging to which group of consumers?
Skeptic
Balancer
Attribution-oriented
Socially concerned
Apathetic
27. (1)
Maria will go out of her way to purchase a brand or patronize a
store that claims to support a charity if she purchases their
brand or shops in their store. Even though she knows that
marketers develop these programs to help themselves as well as
the cause, she doesn't really care about that. She's just driven by
the desire to help. To which group of consumers does Maria
belong?
Skeptic
Balancer
Attribution-oriented
Socially concerned
Apathetic
28. (1)
The behaviors considered appropriate for males and females in a

12. given society are known as _____.
Gender
Sex
Gender identity
Gender roles
Gender continuum
29. (1)
Consumers higher in individualism are more likely to complain,
switch, or engage in negative word-of-mouth.
True
False
30. (1)
Compared to the general population, gay consumers tend to be
less tech savvy.
True
False
31. (1)
A "trapped housewife" is generally married and stays at home,
but she prefers to work and does not enjoy household chores.
True
False

13. 32. (1)
Approximately what percentage of the U.S. population has a
high school degree?
25%
40%
50%
75%
87%
33. (1)
Juan is interested in knowing occupational influences on
purchases of satellite radio systems. Which of the following
occupations are most likely to purchase this type of product?
wholesale and retail trade
professional, scientific and technical
mining and construction
a and c
all of the above
34. (1)
A(n) _____ is a group of persons who have experienced a
common social, political, historical, and economic environment.
census age group
age cohort

14. cognitive group
chronological group
demographic group
35. (1)
Robert and his wife, Jan, were both born in the 1950s. The last
of their three children will graduate from college soon, which is
leaving them with increased discretionary income and time. To
which generation do Robert and Jan belong?
pre-Depression generation
Depression generation
baby boom generation
Generation Z
Generation Y
36. (1)
Stephanie is 17 and belongs to the high school drill team. One
of her best friends is Bobby, the team manager who is openly
gay. Which label is appropriate for Stephanie?
Tween
Generation Z
Generation X
young adult

15. gay friendly teen
37. (1)
Carl is a physician earning $300,000 per year. Using the
Coleman-Rainwater system, identify the social class to which
Carl belongs
upper-upper
lower-upper
upper-middle
middle
working
38. (1)
Which social class consists of skilled and semiskilled factory,
service, and sales workers?
upper-middle
middle class
working class
upper-lower class
lower-lower class
39. (1)
Education provides a complete explanation for consumption
patterns.
True

16. False
40. (1)
Gerontographics is one segmentation approach to the mature
market that incorporates aging processes and life events to the
physical health and mental outlook of older consumers.
True
False
41. (1)
The Depression generation is composed of those individuals
born before 1930.
True
False
42. (1)
Key aspects of Procter & Gamble's My Black is Beautiful
campaign included ____.
a 12-page advertorial in Essence magazine.
a My Black is Beautiful conversation tour in various U.S.
locations.
a website that provides a forum for discussion and provides
ongoing initiatives information.
grants to community-based organizations related to the health
and education of black women.
all of the above

17. 43. (1)
Which of the following ethnic groups is predicted to have the
youngest median age in the United States in the year 2015?
Whites
Blacks
Hispanics
Asian Americans
South Americans
44. (1)
Toys-R-Us is examining subcultures in the United States and
wants to identify the ethnic subculture that has the greatest
percentage of children under the age of 18. Which ethnic group
meets this criterion?
White
Black
Hispanic
Asian American
South American
45. (1)
Jeffrey is a 35 year old African American who is positive about
the future. He describes himself as Black, but feels Black slang
should be avoided. To which segment of the African American
market identified by Yankelovich would Jeffrey belong?

18. New Middle Class
Black Onliners
Digital Networkers
Boomer Blacks
Faith Fulfills
46. (1)
Carlos was born in the United States to immigrant parents. He
has a higher income and education than his father, is more
likely to identify himself as an American, speaks Spanish and
English fluently, and is less likely to ascribe to traditional
values than his parents. According to the Pew Hispanic Center,
to which generation of Hispanic adults does Carlos belong?
First generation adults
Second generation adults
Third generation adults
Primary generation adults
Secondary generation adults
47. (1)
Which of the following represents the largest national
background of Asian Americans?
Chinese
Filipino

19. Japanese
Korean
Vietnamese
48. (1)
Most Asian Americans come from home cultures influenced by
_____, which emphasizes subordination of the son to the father,
the younger to the elder, and the wife to the husband.
traditionalism
Judaism
Protestant Ethics
Confucianism
Islam
49. (1)
Market Segment Research found three groups of Asian
Americans on the basis of their demographics and attitudes that
cut across nationality groups. Which of the following is one of
the segments identified?
Confucianists
Conformists
Traditionalists
Market followers

20. all of the above
50. (1)
The generation of Asian Americans which was born in the
United States to immigrant parents is sometimes referred to as
_____.
Generation 2.0
the Next Generation
the Millenials
Generation American
Generation 3.0
51. (1)
The different religions in America prescribing differing values
and behaviors are known as religious _____.
subcultures
sects
segments
societies
pacts
52. (1)
Eric and Elizabeth live together in the same apartment but are
not married. According to the Census Bureau, which type of
household do they represent?

21. family household
blended household
nonfamily household
nontraditional household
nonconformist household
53. (1)
Which of the following is not a reason why multigenerational
families offer opportunities and challenges for marketers?
some members are caregivers to family members or friends
several generations might live in one household
some members are less technologically proficient
they are not easy to identify and reach
all of the above offer opportunities and challenges
54. (1)
Hank and Carol have been married for over 20 years, and in that
time they have purchased six automobiles. Hank is the one who
usually does all the research and decides what they can afford,
while Carol just gets involved when it's time to decide among a
few alternatives, and she really only cares about the comfort
and styling. Which of the following category of family decision
making does this illustrate?
husband-dominant
wife-dominant

22. individualized
single role
dual role
55. (1)
Families considering the purchase of products such as a house,
furniture, or a vacation, typically use which type of family
decision making?
husband-dominant
wife-dominant
individualized
joint
child-dominant
56. (1)
Which of the following statements is true regarding the nature
of family purchases and the roles played by various family
members?
Individuals tend to play the same role for all decisions.
All family members tend to be involved in every stage of the
decision process.
Over time, each spouse develops more specialized roles as a
part of the family lifestyle and family responsibilities.
Individual family members play only a single role in a given

23. purchase decision.
The stage of the decision process does not influence decision
roles.
57. (1)
The teen Internet maven's primary role is as _____.
initiator
information gatherer
decision maker
purchaser
user
58. (1)
Which of the following refers to what children learn with
respect to consumption?
the process of consumer socialization
the rate of consumer socialization
the impact of consumer socialization
the content of consumer socialization
the influence of consumer socialization
59. (1)
Scott and his family have always purchased Honda automobiles
because they feel that they are the best quality cars on the
market. This attitude is an example of a(n) _____.

24. coping mechanism
consumption-related preference
consumption-related bias
economic skill
mediation
60. (1)
Impression management is a conflict resolution approach that
misrepresents the facts in order to win.
True
False