Deck 7: Demographics, Psychographics, and Personality

Question 1

While there are some differences between consumers, they are basically all alike in their motivations from a marketing perspective.

Answer 1

False

Question 2

What motivates one person to buy is not necessarily what leads the next person to do so.

Answer 2

True

Question 3

Demographics are defined as the size, structure, and distribution of a population.

Answer 3

True

Question 4

Demographics are used mostly as market segment descriptors since they are not very accurate for trend analysis.

Question 5

Consumer analysts have discovered that demographic trends are not useful for predicting changes in product demand.

Question 6

Macromarketing refers to the aggregate performance of marketing in a particular industry.

Question 7

Macromarketing refers to the aggregate performance of marketing in society.

Question 8

Consumer demand is ultimately derived from industrial demand.

Question 9

Economic demographics are the study of the economic characteristics of a nation's population.

Question 10

The terms "natural increase" and "birthrate" refer to the same thing.

Question 11

Forecasting the number of births in future decades is easy to do.

Question 12

One of the variables that determine birthrates is the age distribution of the population.

Question 13

TFR stands for total fertility reduction.

Question 14

Immigration represents less than 5 percent of the annual population growth in the United States.

Question 15

The importance of young children to business will decline during the 2000s.

Question 16

Population momentum recognizes that the future growth of any population will be influenced by its present age distribution.

Question 17

Teen consumers are very brand loyal and do not change their brand preferences easily.

Question 18

A cohort is any group of individuals linked as a group in some way.

Question 19

Baby boomers refers to the cohort of people born before World War II.

Question 20

Baby boomers hold relatively little power in the marketplace because of their small numbers.

Question 21

The "young again"segment includes the mature market, seniors, and the elderly.

Question 22

The "young again"market consists of older consumers who feel, think, and buy young.

Question 23

Cognitive age is the number of years a person believes he or she will live.

Question 24

Children are rarely involved in family purchase decisions.

Question 25

Market segmentation is less important in dealing with the mature market, which tends to be far more homogeneous than other age segments.

Question 26

The populations of the U.S., Japan, Canada, and Europe are growing older.

Question 27

Geodemography refers to where people live, how they earn and spend their money, and other socioeconomic factors.

Question 28

Exurbs are areas within the suburbs that are sectioned off into private living communities.

Question 29

Geographically speaking, states are the most important unit of analysis in most marketing plans.

Question 30

Market trends are pretty much the same from one state to the next.

Question 31

Age and income are the most frequently used demographic variables for defining market segments.

Question 32

According to Chapter 7, the greatest gains in population are currently concentrated only in California and Florida.

Question 33

Income is defined as money from wages and salaries only.

Question 34

Although income determines what consumers can buy, it does not determine what consumers want to buy.

Question 35

Consumption is heavily influenced by what consumers think will happen in the future.

Question 36

Wealth is a measure of a family's net worth or assets.

Question 37

The "up market"or "superaffluents"represent the top quintile of consumers in terms of income.

Question 38

The fastest growing country in the world is China.

Question 39

The most attractive markets are countries that are growing both in population and in economic resources.

Question 40

India has a larger middle class than France.

Question 41

Other than the United States, Japan consumes more goods and services than any other country in the world.

Question 42

The European Union is a market larger than the United States.

Question 43

Personality is defined as an individual's unique psychological makeup, but has little influence on how the person responds to her or his environment.

Question 44

Psychoanalytic theory recognizes that the human personality is made up of the id, the ego and the alter ego.

Question 45

The CAD scale measures people on three traits: compliance, anxiety, and depression.

Question 46

A trait is any distinguishable, relatively enduring way in which one individual differs from another.

Question 47

Unlike human beings, brands are not capable of having personalities.

Question 48

Social values define "normal"behavior for a society or a group.

Question 49

Personal values define 'normal' behavior for an individual.

Question 50

Laddering is a technique by which companies try to move consumers "up"
the purchase ladder.

Question 51

Laddering seeks to uncover the linkages between product attributes, personal outcomes (consequences), and values that serve to structure components of the cognitive network in a consumer's mind.

Question 52

Lifestyle is a summary construct representing the patterns that characterize how people live and spend time and money.

Question 53

Psychographics is an operational technique to measure lifestyles.

Question 54

AIO measures assess consumers' attitudes, income and occupation.

Question 55

A widely used approach to lifestyle marketing is the Values and Lifestyle System (VALS).

Question 56

Demographics are defined as:

A) a market segment description.
B) the size, structure, and distribution of a population.
C) people with the need and ability to buy.
D) All of the above.
E) None of the above.

Question 57

Demographic analysis is used:

A) for developing descriptors of market segments.
B) to predict changes in supply.
C) in trend analysis.
D) A and C
E) A, B, and C

Question 58

Macromarketing is:

A) the aggregate performance of marketing in society.
B) industrial demand ultimately derived from consumer demand.
C) the study of people's needs, ability to buy and willingness to buy.
D) the study of economic characteristics of a nation's population.
E) All of the above.

Question 59

Which of the following questions are not related to macromarketing?

A) What policies will cause consumers to save more and spend less on current consumption?
B) What effects will a tax cut have on consumer spending?
C) How much food will be required to feed the population of a country in the future?
D) Does affluence in one nation affect affluence in another nation?
E) All of the above are related to macromarketing.

Question 60

Economic demographics focus on:

A) the world's economies.
B) the economic characteristics of a nation's population.
C) the economic characteristics of a nation's industries.
D) All of the above.
E) None of the above.

Question 61

If an industrial firm wanted to understand consumer markets, they would require market information on which of the following?

A) People with needs
B) Ability to buy
C) Authority to buy
D) A and B
E) A, B, and C

Question 62

What determines the size of a population?

A) Births
B) Deaths
C) Net migration
D) A and B
E) A, B, and C

Question 63

Birthrate is:

A) the number of live births per 1,000 women of childbearing age.
B) the number of live births per 1,000 population in a given year.
C) the average number of children born alive.
D) the surplus of births over deaths in a given period.
E) None of the above.

Question 64

Which of the following does not influence birth rates?

A) Age distribution of the population
B) Family structure
C) Social attitudes toward family and children
D) Technology
E) All of these influence birth rates.

Question 65

According to Chapter 7, what percent of the annual population growth in the United States is attributable to immigration?

A) 5 percent
B) 15 percent
C) 34 percent
D) 50 percent
E) 70 percent

Question 66

Research indicates that what teenagers like best about shopping is:

A) spending their parents' money.
B) that it makes them feel like they're contributing to their family.
C) learning about new products.
D) being with their friends.
E) None of the above.

Question 67

Compared to prior generations, baby boomers:

A) buy less and save less.
B) buy more and save more.
C) buy less and save more.
D) buy more and save less.
E) None of the above.

Question 68

Typically, the mature market is segmented based on:

A) age
B) work (retirement) status
C) income
D) B and C
E) A, B, and C

Question 69

A definition of geodemography would include which of the following?

A) How people earn their money
B) Other socioeconomic factors
C) Where people live
D) A and C
E) A, B, and C

Question 70

Which of the following is not a primary resource that consumers spend when purchasing products?

A) Temporal
B) Spatial
C) Economic
D) Cognitive
E) All of these are primary resources spent by consumers when purchasing products.

Question 71

Income is defined as:

A) money from wages and salaries
B) money from wages and interest
C) money from welfare payments
D) A and B
E) A, B, and C

Question 72

Consumer confidence refers to:

A) being sure that the product is of high quality.
B) what consumers think will happen in the future.
C) the consumer's trust in a salesperson.
D) how much faith consumers have in advertising.
E) All of the above.

Question 73

During the latter 1990s, the typical American family's net worth:

A) increased
B) decreased
C) stayed about the same

Question 74

Throughout the world, the majority of consumers are:

A) superaffluents
B) middle income
C) high income
D) low income

Question 75

Poverty exists:

A) around the world, even in advanced countries.
B) just in undeveloped countries.
C) just in industrialized countries.
D) only in the southern hemisphere.
E) None of the above.

Question 76

The fastest growing country in the world is:

A) China
B) Mexico
C) India
D) United States
E) Israel

Question 77

According to Chapter 7, which state is expected to have the greatest population gain by 2025?

A) New York
B) Idaho
C) Nevada
D) California
E) North Dakota

Question 78

The attractiveness of India is based on its:

A) infrastructure
B) well-developed legal system
C) geographic location
D) A and B
E) A, B, and C

Question 79

What nation has the largest population?

A) India
B) United States
C) Australia
D) Canada
E) China

Question 80

Consumer analysts recognize that low per capita income levels:

A) often hide substantial market segments with high income levels.
B) make a market more attractive for companies.
C) increase the chances of success for a company.
D) B and C
E) A, B, and C