Question 1

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to visit Facebook?
A)Experiencers
B)Believers
C)Thinkers
D)Survivors
E)Makers

Accepted Answer

Each segment exhibits unique media preferences.For example,Experiencers are the most likely to visit Facebook and to read magazines.Makers and Achievers drive the most miles each week;therefore,they are the most likely segment to view outdoor advertising.Innovators and Thinkers are the most likely to read national newspapers.Survivors watch the most television in an average week.

Question 2

The influencing of people during conversations is referred to as
A)opinion formation.
B)peer persuasion.
C)interpersonal gossip.
D)word of mouth.
E)consumer socialization.

Accepted Answer

Key term definition-word of mouth.

Question 3

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to read national newspapers?
A)Experiencers
B)Innovators
C)Believers
D)Strivers
E)Makers

Accepted Answer

Each segment exhibits unique media preferences.For example,Experiencers are the most likely to visit Facebook and to read magazines.Makers and Achievers drive the most miles each week;therefore,they are the most likely to view outdoor advertising.Innovators and Thinkers are the most likely to read national newspapers.Survivors watch the most television in an average week.

Question 4

In the VALS framework,consumers can have abundant or minimal psychological,physical,and material resources.One segment with minimal resources,known as ________,are the quiet rank and file focused on meeting basic needs.They are analog not digital.
A)Thinkers
B)Innovators
C)Makers
D)Survivors
E)Strivers

Accepted Answer

Low-resource Survivors are the quiet rank and file focused on meeting basic needs.They are analog not digital.

Question 5

In the VALS framework,the segment with the most abundant resources,known as ________,are future oriented.They are confident enough to experiment-to try,fail,and try again.
A)Experiencers
B)Innovators
C)Makers
D)Achievers
E)Strivers

Accepted Answer

High-resource Innovators are future oriented.They are confident enough to experiment-to try,fail,and try again.

Question 6

What percentage of all consumer conversations about brands happen face-to-face?
A)25 percent
B)33 percent
C)50 percent
D)75 percent
E)90 percent

Accepted Answer

About 75 percent of all consumer conversations about brands happen face-to-face.

Question 7

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private showing of the line.This group consists of ________ for activewear clothing.
A)lifestyle makers
B)aspirational people
C)autonomous leaders
D)opinion leaders
E)joint decision makers

Accepted Answer

Opinion leaders are individuals who exert direct or indirect social influence over others.Opinion leaders,such as high school athletes,are considered to be knowledgeable about or users of particular products,so their opinions influence the choices of others,such as teenagers in general.

Question 8

Individuals who exert direct or indirect social influence over others are referred to as
A)decision makers.
B)achievers.
C)innovators.
D)buzz managers.
E)opinion leaders.

Accepted Answer

Key term definition-opinion leaders.

Question 9

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment is most likely to view outdoor advertising?
A)Strivers
B)Experiencers
C)Believers
D)Survivors
E)Makers

Accepted Answer

Each segment exhibits unique media preferences.For example,Experiencers are the most likely to visit Facebook and to read magazines.Makers and Achievers drive the most miles each week;therefore,they are the most likely to view outdoor advertising.Innovators and Thinkers are the most likely to read national newspapers.Survivors watch the most television in an average week.

Question 10

Two VALS segments stand apart.One segment represents the group with the highest resources and innovation and the other segment represents the group with the lowest resources and innovation.These two groups are the ________ and the ________.
A)Thinkers;Believers
B)Strivers;Survivors
C)Achievers;Strivers
D)Innovators;Survivors
E)Experiencers;Makers

Accepted Answer

Two segments stand apart from primary motivation.High-resource Innovators are future oriented.They are confident enough to experiment-to try,fail,and try again.Low-resource Survivors are the quiet rank and file focused on meeting basic needs.They are analog not digital.

Question 11

A consumer's purchases are often influenced by the views,opinions,or behavior of others.Two important aspects of personal influence to marketing are
A)lifestyle and motivation.
B)personality and lifestyle.
C)opinion leadership and word-of-mouth activity.
D)word-of-mouth activity and psychographics.
E)psychographics and demographics.

Accepted Answer

A consumer's purchases are often influenced by the views,opinions,or behavior of others.Two important aspects of personal influence to marketing are opinion leadership and word-of-mouth activity.Opinion leaders exert direct or indirect influence over others and word-of-mouth activity influences others through conversation.

Question 12

A study by Popular Mechanics magazine identified 18 million ________ who influence the purchases of some 85 million consumers for do-it-yourself products.
A)lifestyle makers
B)aspirational people
C)autonomous leaders
D)opinion leaders
E)joint decision makers

Accepted Answer

Opinion leaders are considered to be knowledgeable about or users of particular products and services,so their opinions influence others' choices.A study by Popular Mechanics magazine identified 18 million opinion leaders who influence the purchases of some 85 million consumers for do-it-yourself products.

Question 13

A consumer's purchases are often influenced by the views,opinions,or behaviors of others.Which of the following is an aspect of this personal influence?
A)parental guidance
B)peer pressure
C)opinion leadership
D)government regulation
E)psychographics

Accepted Answer

A consumer's purchases are often influenced by the views,opinions,or behaviors of others.Two aspects of personal influence are very important to marketing: opinion leadership and word-of-mouth activity.

Question 14

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except which?
A)using slogans,music,and humor in advertising
B)giving appropriate product demonstrations
C)recruiting and deploying people to produce buzz
D)employing VALS segmentation strategies
E)running teaser advertising campaigns in advance of new-product introductions

Accepted Answer

Marketing activities to promote positive word of mouth include: (1)running "teaser" advertising campaigns that are run in advance of new-product introductions;(2)using slogans,music,and humor in advertising;and (3)recruiting and deploying people to produce buzz.Activities to retard negative word of mouth include: (1)supplying factual information,(2)providing toll-free numbers for consumers to call the company,and (3)giving appropriate product demonstrations.

Question 15

Febreze is an odor-controlling spray that is manufactured by Procter & Gamble.When Febreze was introduced,a few people in an Internet chat room stated that the product was harmful to house pets.Though untrue,the rumor spread.This is an example of
A)negative word of mouth.
B)a lack of back translation.
C)propaganda.
D)consumer ethnocentrism.
E)poor opinion leadership.

Accepted Answer

This was a rumor that resulted in negative word of mouth,which was not based on fact.

Question 16

When Citizen,a watch company,uses a spokesperson such as singer Kelly Clarkson to promote its watches,it believes she is a(n)________ who can influence the purchase decision of its target market.
A)opinion leader
B)product champion
C)innovator
D)BzzAgent
E)rainmaker

Accepted Answer

Some firms use sports figures or celebrities as spokespersons (a form of opinion leadership)to represent their products,such as singer Kelly Clarkson for Citizen watches.

Question 17

Word of mouth refers to
A)advertising or public service announcements that rely solely on auditory or voice messages to reach an organization's target market.
B)subjective,often negative,misconceptions that are passed from one person to another as the result of selective perception.
C)the influencing of people during conversations.
D)the individuals who exert direct or indirect social influence over others.
E)casual or unconstrained conversation or reports about other people or offerings involving details that are not confirmed as being true.

Accepted Answer

Key term definition-word of mouth.

Question 18

An opinion leader is an individual
A)within an organization who influences decision making.
B)who is able to use moral persuasion to get others to comply with the latest trends.
C)in an organization who encourages other paid individuals to forward marketer-initiated messages to others via e-mail,social networking,websites,and blogs.
D)who exerts direct or indirect social influence over others.
E)who is able and willing to cut red tape and move an organization's marketing program forward.

Accepted Answer

Key term definition-opinion leaders.

Question 19

What percentage of adults is considered to be opinion leaders?
A)1 percent
B)5 percent
C)10 percent
D)25 percent
E)It depends upon the type of product.

Accepted Answer

About 10 percent of U.S.adults are opinion leaders.Identifying,reaching,and influencing opinion leaders is a major challenge for companies.

Question 20

What percentage of U.S.consumer product sales is directly based on word-of-mouth activity among friends,family,and colleagues?
A)10 percent
B)25 percent
C)33 percent
D)50 percent
E)67 percent

Accepted Answer

About 67 percent of U.S.consumer product sales are directly based on word-of-mouth activity among friends,family,and colleagues.

Quiz 5: Understanding Consumer Behavior

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to visit Facebook?

The influencing of people during conversations is referred to as

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to read national newspapers?

In the VALS framework,consumers can have abundant or minimal psychological,physical,and material resources.One segment with minimal resources,known as ________,are the quiet rank and file focused on meeting basic needs.They are analog not digital.

In the VALS framework,the segment with the most abundant resources,known as ________,are future oriented.They are confident enough to experiment-to try,fail,and try again.

What percentage of all consumer conversations about brands happen face-to-face?

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private showing of the line.This group consists of ________ for activewear clothing.

Individuals who exert direct or indirect social influence over others are referred to as

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment is most likely to view outdoor advertising?

Two VALS segments stand apart.One segment represents the group with the highest resources and innovation and the other segment represents the group with the lowest resources and innovation.These two groups are the and the .

A consumer's purchases are often influenced by the views,opinions,or behavior of others.Two important aspects of personal influence to marketing are

A study by Popular Mechanics magazine identified 18 million ________ who influence the purchases of some 85 million consumers for do-it-yourself products.

A consumer's purchases are often influenced by the views,opinions,or behaviors of others.Which of the following is an aspect of this personal influence?

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except which?

Febreze is an odor-controlling spray that is manufactured by Procter & Gamble.When Febreze was introduced,a few people in an Internet chat room stated that the product was harmful to house pets.Though untrue,the rumor spread.This is an example of

When Citizen,a watch company,uses a spokesperson such as singer Kelly Clarkson to promote its watches,it believes she is a(n) ________ who can influence the purchase decision of its target market.

Word of mouth refers to

An opinion leader is an individual

What percentage of adults is considered to be opinion leaders?

What percentage of U.S.consumer product sales is directly based on word-of-mouth activity among friends,family,and colleagues?