Deck 7: Consumer Motivation

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

Birthrate is the number of live births per 10,000 population in a given year.

Question 11

Birthrate is the number of live births per 1,000 population in a given year.

Question 12

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

Question 13

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

Question 14

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

Question 15

TFR stands for total fertility reduction.

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

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

Question 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

Children are rarely involved in family purchase decisions.

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

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

Question 32

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

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

Consumer motivation represents the drive to satisfy both physiological and psychological needs through product purchase and consumption.

Question 57

Physiological needs are the most fundamental type of consumer needs.

Question 58

Physiological needs involve just what we eat and drink.

Question 59

Phishing refers to the marketing practice of sending out mass numbers of e-mails in search of new customers.

Question 60

There has long been a myth in the automobile industry that safety doesn't sell.

Question 61

The population of the United States is, on average, getting older. This aging of the population is good news for industries and products that cater to consumers' health needs.

Question 62

Products are often used as symbols of love and caring.

Question 63

The insurance companies have been so successful in appealing to American consumers' need for financial security that there is now an "overinsurance" problem, with many Americans having far more life insurance coverage than they really need.

Question 64

A person's social image depends on many things, but not on the products that the person buys and consumes.

Question 65

The term conspicuous consumption describes purchases motivated to some extent by the desire to keep hidden one's financial success.

Question 66

Consumers may sometimes differ in their opinions about how a product impacts their social image.

Question 67

The entertainment industry is built on consumers' need for pleasure.

Question 68

The need to possess is a characteristic of our consumer society.

Question 69

The average American household has more cars than drivers.

Question 70

That we are what we have is one of the most common myths about consumer behavior.

Question 71

A sudden surge in the need to possess may lead to impulse buying.

Question 72

Self-gifts are things that we buy or do as a way of rewarding ourselves.

Question 73

Companies respond to consumers' need for variety in several ways, such as the food manufacturer that offers different versions of the same basic product.

Question 74

Approach-approach conflict occurs when the person must decide between two or more undesirable alternatives.

Question 75

Avoidance-avoidance conflict involves deciding between two or more undesirable alternatives.

Question 76

Approach-avoidance conflict exists when a chosen course of action has only negative consequences.

Question 77

In order to resolve motivational conflict, people must treat all of their needs as equally important.

Question 78

One important implication of Maslow's need hierarchy is that people usually assign the same importance to most of their needs.

Question 79

Differences in the importance consumers attach to various needs ultimately affect how they evaluate products being considered for purchase and consumption.

Question 80

Benefit segmentation involves dividing consumers into different market segments based on the benefits a company receives for successfully recruiting customers from a given segment.