Deck 5: Analyzing Consumer Markets

Question 1

Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called ________.

A) change agents
B) self motivators
C) self monitors
D) self adapters
E) opinion leaders

Answer 1

C

Question 2

The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor,tough cowboy type.This was done to establish what is called ________.

A) trademarking
B) a brand name
C) a brand personality
D) co-branding
E) a brand reference

Answer 2

C

Question 3

Social classes differ in media preferences,with upper-class consumers often preferring ________ and lower-class consumers often preferring television.

A) movies
B) radio
C) video or computer games
D) magazines and books
E) music downloads

Answer 3

D

Question 4

________ refers to a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

A) Image
B) Personality
C) Psychological transformation
D) Lifestyle
E) Acculturation

Question 5

________ 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) Mind mapping
C) Consumer activism
D) Consumer behavior
E) Product differentiation

Question 6

Marriage,childbirth,and divorce constitute the ________ that shape the consumption pattern of individuals.

A) psychological life cycle
B) product life cycle
C) social status
D) postpuberty cycles
E) critical life events

Question 7

For a high-school student,Tim is highly concerned about environmental issues.He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood.He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause.This group of environmental activists can be categorized under which of the following reference groups?

A) primary group
B) secondary group
C) aspirational group
D) dissociative group
E) cognitive group

Question 8

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

Question 9

Consumers often choose and use brands that have a brand personality consistent with how they think others view them,also known as the ________.

A) actual self-concept
B) others' self-concept
C) ideal self-concept
D) dual self-concept
E) perceptual self-concept

Question 10

________ portrays the "whole person" interacting with his or her environment.

A) Attitude
B) Personality
C) Lifestyle
D) Self-concept
E) Subculture

Question 11

Joe is a computer service technician.People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware,as they believe that he has access to far more information on computer technology than the average consumer.The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products.Within this context,Joe can be called a(n)________.

A) transactional leader
B) opinion leader
C) role model
D) gate-keeper
E) international marketer

Question 12

Consumers often choose and use brands that have a brand personality consistent with how they see themselves,also known as the ________.

A) actual self-concept
B) ideal self-concept
C) others' self-concept
D) prohibitive self-concept
E) suggestive self-concept

Question 13

A(n)________ group is one whose values or behavior an individual rejects.

A) aspirational
B) disassociative
C) membership
D) primary
E) procreational

Question 14

Jason writes a weekly column in his school's newspaper about movies he has seen,books he has read,and concerts he has attended.His column provides information and opinions.Feedback from his fellow students is positive,and they are appreciative of the advice that is given.Which of the following would be the most apt description of the role played by Jason?

A) silent majority
B) protestor
C) protector
D) adapter
E) opinion leader

Question 15

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) subculture
B) family
C) social class
D) reference groups
E) social networks

Question 16

Identify an economic circumstance that can greatly affect any product or brand choice.

A) retirement
B) values
C) lifestyle
D) borrowing power
E) relocation

Question 17

Ford motors,uses the ad caption "Magnify the Adventure" to promote its latest SUV,the Ford Endeavour.The ad features the car traveling through an uneven,rocky terrain.Within the context of Jennifer Aaker's brand personality analysis,Ford Endeavour is most likely to be strong on which of the following traits?

A) sincerity
B) intelligence
C) imagination
D) sophistication
E) ruggedness

Question 18

The relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values,interests,and behavior constitute ________.

A) a culture
B) a subculture
C) a social class
D) a family
E) a group

Question 19

The family in a buyers life consisting of parents and siblings is the ________.

A) family of procreation
B) family of influence
C) family of efficiency
D) family of orientation
E) purchasing family

Question 20

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

Question 21

Consumers who worry about the environment and want products to be produced in a sustainable way have been named ________.

A) "Green"
B) "Tree Huggers"
C) "LOHAS"
D) "Socialists"
E) "Mamas"

Question 22

________ 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

Question 23

As Rita scans the yellow pages section of her phone book looking for a florist,she sees several other 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 initial 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

Question 24

Anne is a frequent purchaser of Yoplait strawberry yogurt.For once,she decides to try a different flavored yogurt.Instead of trying out the flavors offered by competing brands,Anne selects a different flavor offered by Yoplait.Here,her past experience with the brand prompts her to make the choice.Anne's behavior can be best described as ________.

A) fallacy of proposition
B) associative networking
C) generalization
D) heuristic thinking
E) self-actualization

Question 25

________ is the process by which we select,organize,and interpret information inputs to create a meaningful picture of the world.

A) Consumption
B) Perception
C) Acculturation
D) Assimilation
E) Cognitive dissonance

Question 26

The buying process starts when the buyer recognizes a(n)________.

A) product
B) advertisement for the product
C) salesperson from a previous visit
D) problem or need
E) internal cue

Question 27

________ 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

Question 28

IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices.IKEA is delivering value to consumers who are ________.

A) money constrained
B) time constrained
C) brand constrained
D) value constrained
E) self-concept constrained

Question 29

The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness,and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.

A) self-reliance
B) self-perception
C) psychogenic
D) stimulus-response
E) projective

Question 30

________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.

A) Selective attention
B) Selective distortion
C) Selective retention
D) Selective choice
E) Selective embellishment

Question 31

The milder information search state where a person simply becomes more receptive to information about a product is called ________.

A) active information search
B) information search
C) heightened attention
D) purchase decision
E) dynamic information search

Question 32

Which of the following theories developed by Frederick Herzberg distinguishes dissatisfiers from satisfiers?

A) trait-role theory
B) psychological constraint theory
C) probability theory
D) leadership model
E) two-factor theory

Question 33

The associative network memory model views long-term memory as ________.

A) a subliminal perception
B) the interplay of drives
C) a strong internal stimulus impelling action
D) a temporary and limited repository of information
E) a set of nodes and links

Question 34

Cognitive psychologists believe that memory is ________,so that once information becomes stored in memory,its strength of association decays very slowly.

A) highly perceptual
B) somewhat collective
C) highly communicative
D) often reflective
E) extremely durable

Question 35

________ 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) Selective embellishment

Question 36

Amtex electronics,a consumer products brand,advertises its products inside supermarkets and retail stores frequently to promote the process of ________ and stimulate purchase.

A) memory verification
B) memory retrieval
C) memory decoding
D) memory formation
E) memory augmentation

Question 37

Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people's inner selves.

A) time famine
B) sophistication
C) money constrain
D) social class
E) core values

Question 38

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

A) heightened attention
B) short-term memory processing
C) subliminal processing of information
D) long-term memory processing
E) active information search

Question 39

________ refers to the process in which information gets out of memory.

A) Memory encoding
B) Memory decoding
C) Memory classification
D) Memory retrieval
E) Memorization

Question 40

Which of the following techniques was suggested by Freud to trace a person's motivations from the stated instrumental ones to the more terminal ones?

A) laddering
B) word association
C) role playing
D) casting
E) selective attention

Question 41

A(n)________ puts people into a frame of mind,such as,liking or disliking an object,moving toward or away from it.

A) attitude
B) belief
C) feeling
D) position
E) stance

Question 42

A key driver of sales frequency is the product ________ rate.

A) consumption
B) disposal
C) refusal
D) utility
E) option

Question 43

Ford believes its cars to be of higher quality than General Motor's but thinks that consumers wrongly believe the opposite.Ford might employ a(n)________ strategy to change buyers' perceptions of its competition.

A) real repositioning
B) competitive depositioning
C) psychological repositioning
D) biased repositioning
E) attribute repositioning

Question 44

When a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision,the marketer is using ________.

A) psychological repositioning
B) competitive depositioning
C) positioning
D) repositioning
E) biased positioning

Question 45

Groups that have an indirect influence on a person's attitude or behavior can be a part of his/her reference groups.

Question 46

Maria considers buying a car for herself,after she notices the advantages derived by her best friend from his new car.Which of the following forms of stimulus has activated Maria's problem recognition process?

A) external stimuli
B) internal stimuli
C) peer stimuli
D) secondary stimuli
E) marketing induced stimuli

Question 47

An example of a subculture would be a person's geographic region.

Question 48

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

Question 49

Brands that meet consumers' initial buying criteria are called the ________.

A) total set
B) awareness set
C) consideration set
D) choice set
E) decision set

Question 50

________ are rules of thumb or mental shortcuts in the decision process.

A) Attitudes
B) Beliefs
C) Heuristics
D) Discriminations
E) Biases

Question 51

Social class is the fundamental determinant of a person's wants and behavior.

Question 52

Members within a social class tend to behave more alike compared to members from two different social classes.

Question 53

A mobile phone manufacturing company observes that the main reason for an abrupt fall in their sales volume is the unconventional design of their phones that consumers found inconvenient and unattractive.The findings prompt the company to adopt a new strategy.They redesigned the product models keeping the requirements of the end-user in mind.According to the expectancy value-model,the company's strategy can be termed as ________.

A) psychological repositioning
B) real repositioning
C) competitive depositioning
D) physiological depositioning
E) prescriptive method

Question 54

Secondary groups require continuous interaction to be effective and meaningful.

Question 55

A consumer tells another consumer,"Every time I eat at Big Bill's Steakhouse,I get poor service." Whether this is true or not,it is the consumer's perception.This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind.This scenario would be an illustration of the ________ heuristic.

A) discrimination
B) differentiation
C) availability
D) screening
E) representativeness

Question 56

________ refers to the manner in 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

Question 57

A(n)________ is a descriptive thought that a person holds about something.

A) attitude
B) belief
C) desire
D) feeling
E) emotion

Question 58

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

Question 59

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 other factor?

A) Amount of purchasing power
B) Attitudes of others
C) Short-term memory capabilities
D) Ability to return merchandise
E) The self-concept

Question 60

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

Question 61

Every consumer has to pass through all five stages of the buying process when in a buying situation.

Question 62

Selective attention is the tendency to interpret information in a way that will fit our preconceptions.

Question 63

People can emerge with different perceptions of the same object because of three perceptual processes.List and briefly characterize these processes.

Question 64

Explain the differences between culture,subculture,and social class.

Question 65

For an employee at an organization,annual appraisal can be considered as a critical life event that impacts his/her consumption behavior.

Question 66

Brand associations consist of all brand-related thoughts,feelings,perceptions,images,experiences,beliefs,attitudes,and so on that become linked to the brand node.

Question 67

Brand personality is the specific mix of human traits that may be attributed to a particular brand.

Question 68

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs according to importance.

Question 69

A person's position in a group is defined in terms of role and status.

Question 70

According to the research conducted by Jennifer Aaker,one of the five traits of a product's brand personality is its physical structure.

Question 71

According to Maslow's hierarchy of needs model,recognition,self-esteem,and status would constitute a person's social needs.

Question 72

Anchoring heuristic comes in to play when consumers base their predictions on the quickness and ease with which a particular example of an outcome comes to mind.

Question 73

Whereas economic circumstances can have a profound effect on consumption,occupation does not impact how people spend their money and what they buy.

Question 74

Through market research a consumer gathers information about the competing brands of a product and their features.The consumer then advances through four sets with respect to brands before a decision is reached.What are those four sets?

Question 75

Heuristics can come into play when consumers forecast the likelihood of future outcomes or events.When would a consumer use an anchoring and adjustment heuristic?

Question 76

Marketers need to be aware of the status-symbol potential of brands because people usually choose products which reflect their role and their actual or desired status in a society.

Question 77

When Mark went to college he had a burning desire to join a social fraternity;for Mark,the fraternity would be a dissociative group.

Question 78

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

Question 79

What are the five stages of the consumer buying process?

Question 80

The prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function.