Question 1

Which of the following would be the most difficult task facing a marketing manager?

Accepted Answer

Changing negative attitudes is probably the most difficult job marketers face.

Question 2

Psychographics may also be called

Accepted Answer

Psychographics are also called lifestyle analysis.

Question 3

An expectation is

Accepted Answer

An expectation is an outcome or event that a person anticipates or looks forward to.

Question 4

The statement, "I plan to see the new Tom Hanks movie," is an example of:

Accepted Answer

Plans and intentions are usually interchangeable and mean the same thing.

Question 5

_____ is an outcome or event that a person anticipates or looks forward to.

Accepted Answer

An expectation is an outcome or event that a person anticipates or looks forward to.

Question 6

Which of the following social influences will likely have the greatest impact on a teenager's purchase of a skateboard?

Accepted Answer

A reference group is the people to whom an individual looks when forming attitudes about a particular topic. Reference influence is stronger for products that others "see" and that relate to status in the group. Teen purchases are heavily influenced by reference groups.

Question 7

When dealing with consumer attitudes, marketers should know that:

Accepted Answer

Because consumer attitudes tend to be enduring, it's usually more economical for marketers to work with them than try to change them.

Question 8

In psychographics AIO analysis, all of the following are examples of "activities" EXCEPT:

Accepted Answer

Examples of activities include work, vacation, surfing, web, hobbies, entertainment, shopping, social events, club membership, and sports. Age is a demographic dimension.

Question 9

The statement, "I like Southwest Air," is an example of a(n):

Accepted Answer

An attitude is a person's point of view toward something. Attitudes are usually thought of as involving liking or disliking.

Question 10

Psychographics is the analysis of a person's day-to-day pattern of living as expressed in that person's

Accepted Answer

Psychographics or lifestyle analysis is the analysis of a person's day-to-day pattern of living as expressed in that person's Activities, Interests, and Opinions.

Question 11

Marketers increasingly hire celebrities and even full-time bloggers to engage consumers in social media discussions about new products. A person who is able to influence followers to try products is:

Accepted Answer

An opinion leader is a person who influences others. Some marketing mixes aim especially at opinion leaders, since their opinions affect others and they have many product-related discussions with "followers." The Internet has helped some opinion leaders get more followers and therefore more influence.

Question 12

Studying a consumer's psychographic characteristics will help marketers understand the target audience's hobbies, politics, and _____________________________.

Accepted Answer

Psychographics or lifestyle analysis is the analysis of a person's day-to-day pattern of living as expressed in that person's Activities, Interests, and Opinions. Recreation is an example of interests. The other alternatives listed above are demographic dimensions, not psychographic dimensions. See Exhibit 5-6.

Question 13

The inclusion of multiple language options in automated bank teller machines illustrates how some marketers are responding to:

Accepted Answer

More marketers pay attention to ethnic groups now because the number of ethnic consumers is growing at a much faster rate than the overall society. Much of this growth results from immigration.

Question 14

Trust is the confidence a person has in the promises or actions of

Accepted Answer

Trust is the confidence a person has in the promises or actions of another person, brand, or company.

Question 15

Consumer buying behavior is affected by:

Accepted Answer

Psychological variables like needs (physiological, safety, social, and personal) and social influences like consumer's family, social class, reference groups, opinion leaders, culture, and ethnic groups influence the consumer decision process.

Question 16

Psychographics or life-style analysis analyzes an individual's:

Accepted Answer

AIO (activities, interests, and opinions) dimensions along with some demographics can be used to add detail to the lifestyle profile of a target market.

Question 17

Parents who spent years limiting purchases to home necessities and kids' entertainment often embrace more luxury-oriented buying patterns later in life. This phenomenon is related to:

Accepted Answer

People whose children are grown are able to spend their money in other ways. This "empty nester" period tends to be a high-income period in which adults spend more on travel and other things they couldn't afford earlier in life.

Question 18

_____ is a social influence that affects a person's buying behavior.

Accepted Answer

Social influences like consumer's family, social class, reference groups, culture, and ethnic groups influence the consumer decision process.

Question 19

The statement, "Almond Joy is made with real almonds" is an example of:

Accepted Answer

A belief is a person's opinion about something, but it does not necessarily involve any liking or disliking.

Question 20

The AIO items used in life-style analysis include:

Accepted Answer

Psychographics is the analysis of a person's day-to-day pattern of living as expressed in that person's Activities, Interests, and Opinions, sometimes referred to as AIOs.

Quiz 5: Final Consumers and Their Buying Behavior