Question 1

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 see her as a reference group, meaning a group of people that an individual identifies with and uses as a basis for comparison in forming beliefs, values, behavior, and attitudes. Easy Spirit is hoping that the singer's fans will want to wear the same shoes she wears, based on their admiration for her and the desire to be similar to her.

Question 2

________ 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, also known as B2B marketing, refers to marketing activities aimed at selling goods or services to other businesses or organizations for use in their own products or services or for resale to other businesses or consumers. B2B marketing is different from consumer marketing, which focuses on selling products or services directly to end-users for personal consumption.

Question 3

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

Accepted Answer

Opinion leaders are individuals who are considered to be knowledgeable and influential in particular areas or industries. They often possess expertise or experience related to a product or service, and as a result, others may look to them for guidance or advice when making purchasing decisions. As such, their attitudes and behaviors can have a significant impact on those of others, particularly when it comes to product recommendations and reviews.

Question 4

Culture is society's personality.

Accepted Answer

Culture encompasses the customs, beliefs, values, behaviors, and artifacts that characterize a society. Similar to an individual's personality, culture shapes how a society interacts and perceives the world around them.

Question 5

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 fifty 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

Time constraints, such as Jane's busy schedule, can influence a consumer's decision-making process. Due to her limited time, Jane chooses to purchase the blanket online instead of driving to a physical store.

Question 6

Which of the following statements about organizational markets is true?

Accepted Answer

Organizational markets are driven by the demand for consumer products. This means that the demand for goods and services in the organizational market is derived from the demand for products in the consumer market. This is because organizations need goods and services to produce their own products or to offer to their employees or customers. Therefore, the demand for organizational products is closely tied to the demand for consumer products.

Question 7

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

Accepted Answer

This statement is true. Microcultures can refer to groups of consumers who identify with a specific activity or art form, such as skateboarding, cosplay, or indie music. These groups often have their own unique language, behaviors, and values, which can influence their consumption patterns and preferences. Understanding microcultures can be important for marketers looking to connect with niche audiences and develop targeted marketing strategies.

Question 8

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 9

What is the difference between a subculture and a microculture?

Accepted Answer

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

Question 10

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 11

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...

Question 12

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

Accepted Answer

A belief in the importance of family is a cultural value that is held in many societies and can influence how individuals prioritize their time and energy.

Question 13

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

Accepted Answer

Business-to-business marketing typically involves competitive bidding and price negotiations, which is not as common in consumer marketing.

Question 14

Opinion leaders influence younger consumers but usually have little or no effect on adults seeking to make a major purchase.

Accepted Answer

This statement is not entirely true. Opinion leaders can influence both younger consumers and adults who are seeking to make a major purchase. However, the way they influence them may differ. For younger consumers, opinion leaders may carry more weight in shaping their opinions and behavior due to their desire to fit in with their peers. In contrast, for adults making a major purchase, opinion leaders may have less influence as these consumers are more likely to conduct their own research and make their own informed decisions.

Question 15

The founder of the upscale shoe company Harry's Shoes Ltd.persuaded actors to wear prototypes of his company's shoes to the Oscars.This shoe company believed that the actors would be ________ for the company.

Accepted Answer

Actors are often considered opinion leaders in the fashion industry, as they have a significant influence on the public's perception and adoption of new trends and styles. By persuading actors to wear prototypes of Harry's Shoes Ltd., the founder was likely hoping to leverage their influence and prestige to help establish the brand and generate interest among consumers.

Question 16

According to ________,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

Gender roles refer to the expectations and social norms surrounding behaviors and attitudes based on one's biological sex. Society expects men to be interested in action films, while women are expected to enjoy romantic comedies or emotional dramas, which are commonly referred to as "chick flicks." Conversely, women are not expected to like movies with a lot of violence and destruction, which are typically seen as "masculine." These gender role expectations can limit individuals' enjoyment of certain types of media and perpetuate harmful stereotypes.

Question 17

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 are important for marketers to consider in order to effectively target and engage diverse consumer groups. Microcultures such as sports fans or music enthusiasts may be more narrowly focused, but they do not necessarily represent the full spectrum of cultural backgrounds and identities that can impact consumer behavior.

Question 18

In what way might a marketer rely on opinion leaders?

Accepted Answer

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

Question 19

Organizational markets differ from consumer markets in that organizational markets ________.

Accepted Answer

Organizational markets have derived demand, meaning that demand for their products or services is driven by consumer demand for the final product. This is in contrast to consumer markets where demand is often driven by individual preferences and needs. The other choices are incorrect because organizational markets often involve high-risk and high-cost purchases, they can be geographically concentrated, decision-making involves multiple individuals, and purchases are often less frequent but for larger quantities.

Question 20

Some expectations regarding appropriate attitudes,behaviors,and appearances for men and women come from society's strong pressure to conform to ________.

Accepted Answer

Expectations regarding attitudes, behaviors, and appearances for men and women are often based on traditional gender roles established by society. These roles dictate what is deemed appropriate or not for each gender, and individuals are often pressured to conform to these expectations.

Quiz 6: Understand Consumer and Business Markets