Question 1

According to traditional American ________, men are not supposed to like movies that are described as "chick flicks," and women are not supposed to like movies that emphasize violence and destruction.

Accepted Answer

The statement relates to traditional American sex roles, which prescribe certain behaviors, values, and attitudes for men and women based on their gender. Social classes, subcultures, situational influences, and reference groups may have an influence on consumer behavior, but they are not the primary determinant of what types of movies men and women are expected to like.

Question 2

Microcultures are groups of consumers who identify with a specific activity or art form.

Accepted Answer

Microcultures are indeed groups of consumers who identify with a specific activity or art form. Examples include gamers, music lovers, and sports enthusiasts.

Question 3

________ is the marketing of goods and services that businesses and other organizations buy for purposes other than personal consumption.

Accepted Answer

Business-to-business marketing refers to the marketing of goods and services from one business to another, as opposed to marketing to individual consumers. This type of marketing includes products and services such as raw materials, office equipment, and professional services that are used by businesses to operate and produce their own goods and services. Just-in-time marketing, single sourcing, retailing, and outsourcing may all be components of B2B marketing, but none of them encompass the full scope of this type of marketing.

Question 4

Easy Spirit uses ads featuring a country music singer with the hope that her fans will see her wearing Easy Spirit shoes and want to wear the same shoes she wears. Easy Spirit is hoping the singer's fans view her as a ________.

Accepted Answer

Easy Spirit is hoping that the country music singer's fans will view her as a reference group and want to wear the same shoes she wears. A reference group is a group of people that an individual looks to for guidance in their own behavior, attitudes, or values. In this case, the country music singer is the reference group for her fans in terms of fashion and footwear choices.

Question 5

________ serve as visible markers to flaunt membership in higher social classes.

Accepted Answer

Status symbols serve as visible markers to flaunt membership in higher social classes. Heuristics are mental shortcuts used in decision-making, psychographics are the study of personality, values, attitudes, interests, and lifestyles, reference groups are the groups an individual compares themselves to, and opinion leaders are individuals who influence the attitudes and opinions of those around them. None of these choices specifically relate to visible markers of social status.

Question 6

________ often influence others' attitudes or behaviors because others perceive them as possessing expertise about a product.

Accepted Answer

Opinion leaders are individuals who are perceived as experts in a particular domain and are often consulted for advice or guidance. Their opinions and recommendations are valued by others, and they can influence the attitudes and behaviors of those around them. This is particularly true in the context of product recommendations, where opinion leaders may be seen as possessing relevant expertise and knowledge about particular products or brands.

Question 7

Culture is society's personality.

Accepted Answer

Culture is a set of shared values, beliefs, practices, and traditions that shape a society's personality and way of life. It influences how people think, behave, and interact with each other, making it an integral part of a society's identity.

Question 8

Business-to-business marketing differs from consumer marketing in that business-to-business marketing ________.

Accepted Answer

Business-to-business marketing often involves competitive bidding and price negotiations, which is not typically seen in consumer marketing where prices are usually fixed.

Question 9

Sensory marketing is designed to appeal to the cognition component of attitudes.

Accepted Answer

Sensory marketing is designed to appeal to the sensory experiences and emotions of consumers, rather than the cognitive or rational aspects of attitudes.

Question 10

A ________ is a set of people a consumer wants to please or imitate.

Accepted Answer

A reference group is a set of people who a consumer looks up to or values the opinions of. They may want to please or imitate this group in order to fit in or feel a sense of belonging.

Question 11

In what way might a marketer rely on opinion leaders?

Accepted Answer

The answer of In what way might a marketer rely...

Question 12

Social factors exert a broad and deep influence on consumer behavior. The marketer needs to understand the role played by the buyer's culture, subculture, and social class. Compare the roles of culture, subculture, and social class.

Accepted Answer

The answer of Social factors exert a broad and deep...

Question 13

Showrooming refers to consumers browsing products on their mobile devices while shopping in a physical retail store.

Accepted Answer

Showrooming is the practice of looking at physical products in a physical store, but then buying it online, often at a lower price. However, browsing products on mobile devices while in a physical store is also considered as showrooming.

Question 14

For marketers, racial and ethnic subcultures are less important than more easily defined microcultures such as avid Green Bay Packers fans or devotees of Southern gospel music.

Accepted Answer

This statement is false. Racial and ethnic subcultures can be very important for marketers, as these groups often have distinct needs, interests, and purchasing behaviors that should be taken into consideration in marketing efforts. Ignoring these subcultures can lead to missed opportunities or even offend potential customers.

Question 15

A belief that your family is more important than your job is an example of a cultural value.

Accepted Answer

Cultural values are beliefs, principles, and practices that are shared by a group of people and are passed down from generation to generation. The importance of family over work is a common cultural value in many societies.

Question 16

How have marketers responded to an increasing sense of time poverty among consumers?

Accepted Answer

The answer of How have marketers responded to an increasing...

Question 17

What is the difference between a subculture and a microculture?

Accepted Answer

The answer of What is the difference between a subculture...

Question 18

Which of the following refers to the hundreds of millions of global consumers who now have a level of purchasing power that allows them to afford high-quality products offered by multinational companies?

Accepted Answer

The term "mass class" refers to the group of consumers who have enough purchasing power to afford high-quality products offered by multinational companies. This group was identified in a research study by McKinsey & Company and has been the target of many multinational companies in recent years. The other options listed do not specifically refer to this group of consumers.

Question 19

Jane's aunt wants a cashmere blanket to put over her legs when she watches television from her favorite chair. Jane could drive 50 miles and pay $90 for the blanket, or she could order one off the internet for $168. Because Jane works 50 hours a week, cares for three children, and tries to help her aunt, she opts to buy the blanket on the internet. This is an example of how ________ influences the consumer decision-making process.

Accepted Answer

Jane's decision to buy the blanket on the internet is influenced by her time poverty, as she is prioritizing her limited time to care for her children and help her aunt rather than taking the time to drive to the store.

Question 20

Many students in a high school wear the same style of shoes to school. From the marketing perspective, why are these students conforming to a similar style?

Accepted Answer

The answer of Many students in a high school wear...

Quiz 6: Understand Consumer and Business Markets