Question 1

Many marketers now embrace a ________ strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing.

Accepted Answer

The term "total market" refers to a strategy that integrates cultural and ethnic perspectives into mainstream marketing to reach a diverse customer base. This approach recognizes that consumers come from different backgrounds and prefer different marketing approaches. By considering these differences in their marketing efforts, companies can create more relevant and effective messages.

Question 2

A child in the United States is exposed to many values including achievement and success, freedom, individualism, hard work, and material comfort. These are symbolic of American ________.

Accepted Answer

The values listed are characteristic of American culture as a whole, rather than a specific subculture, society, perception, or expectation.

Question 3

Which of the following is a psychographic characteristic of a consumer?

Accepted Answer

Psychographic characteristics are related to personality, values, attitudes, interests, and lifestyles. Among the given options, only lifestyle (choice C) is a psychographic characteristic, while the others are demographic characteristics such as gender, age, occupation, and economic status.

Question 4

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?

Accepted Answer

Brand personality refers to a set of human traits associated with a brand, such as sincerity, excitement, competence, sophistication, or ruggedness. These traits help consumers to connect with the brand on a more emotional and personal level.

Question 5

Which of the following needs in Maslow's hierarchy is generally satisfied last?

Accepted Answer

Self-actualization needs are at the top of Maslow's hierarchy and are considered to be the last needs to be fulfilled, after physiological, safety, social, and esteem needs have been satisfied. Self-actualization is about fulfilling one's potential and achieving personal growth and fulfillment.

Question 6

________ refers to the unique psychological characteristics that distinguish a person or group.

Accepted Answer

Personality refers to the unique set of psychological characteristics that distinguish an individual from others. These traits are relatively stable over time and across different situations, and can influence a person's behavior, attitudes, and perceptions. Personality traits can be measured using various assessment tools, such as personality questionnaires or self-report inventories, and are often used in marketing research to segment consumer groups based on personality profiles.

Question 7

What is the most important consumer buying organization in society?

Accepted Answer

The family is the most important consumer buying organization in society as it influences individual preferences, decision-making processes, and purchasing behaviors. Family members often share common values, beliefs, and interests that affect their buying decisions. Additionally, familial relationships and communication patterns, as well as economic circumstances, also play a significant role in shaping consumer behavior.

Question 8

Which of the following is a social factor that influences consumer buying behavior?

Accepted Answer

Family is a social factor that can heavily influence consumer buying behavior, as the family members' needs, preferences and decisions can impact the purchases made by an individual. The size, structure and dynamics of the family can all play a role in shaping consumer behavior. Other factors listed such as life-cycle stage, economic situation, personality, and occupation are considered individual factors that may or may not influence consumer behavior, but are not specifically social factors.

Question 9

A marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________.

Accepted Answer

The marketing firm is specifically collecting information on spending, personal income, savings, and interest rates, which are all related to consumers' economic situations. Options A, C, D, and E are not relevant to the data the marketing firm is collecting.

Question 10

________ are the most affluent and brand conscious demographic segment in the United States.

Accepted Answer

According to various studies and research, Asian Americans have the highest median household income among all racial and ethnic groups in the United States. They are also known to be highly brand conscious and tend to be more likely to buy high-quality and luxury brands.

Question 11

________ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products.

Accepted Answer

This is the definition of buzz marketing, which involves creating a buzz or excitement around a brand by enlisting influential people to share their positive experiences with their audience.

Question 12

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________.

Accepted Answer

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by generating person-to-person brand conversations. This involves identifying potential brand advocates and encouraging them to talk about the brand to their friends, family, and colleagues. It can be done through social media, influencer marketing, referral programs, and other tactics that focus on getting people talking about the brand in a positive way.

Question 13

A(n)________ reflects the general esteem given to the different roles of a person by society.

Accepted Answer

Status reflects the social position and esteem given to a person's roles, occupations, or achievements in a society or community. It can be based on factors such as wealth, education, profession, or social connections. Attitudes, beliefs, traditions, and motives can influence one's behavior and choices, but do not necessarily reflect the general esteem given by society to specific roles.

Question 14

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

Accepted Answer

Opinion leaders are individuals within a reference group who influence others due to their expertise, knowledge, or personality. They are respected by others and their opinions are valued. Opinion leaders are important in the dissemination of information and influencing a group's behavior, such as purchasing decisions. Therefore, A) Opinion leaders is the best choice. The other choices, such as late mainstream adopters, strangers, barnacles, and lagging adopters, do not fit the description of individuals who exert social influence on others within a reference group.

Question 15

Which of the following is a personal factor that influences a consumer's buying behavior?

Accepted Answer

The answer of Which of the following is a personal...

Question 16

A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a ________.

Accepted Answer

A reference group is a group that serves as a point of reference for individuals in their purchase decisions or attitudes. In this scenario, the country music band serves as a reference group for their fans who are influenced by their endorsement of the shoe company's products, leading to increased sales.

Question 17

Which of the following is most likely a true statement about social class?

Accepted Answer

Social classes do show distinct product preferences in areas such as clothing, as these products often convey social status and identity. While there may be some overlap in values, interests, and behaviors within a social class, members generally share similar levels of income, education, and occupation. Social class also has some degree of mobility, and wealth is not always the most important variable in measuring social class. Age is not a determining factor in social class membership.

Question 18

A baby boomer decides to purchase a BMW to impress others with her success. This illustrates the importance of understanding the role of ________ in the marketing process.

Accepted Answer

The purchase of a BMW for the purpose of impressing others with success suggests a motive related to social status and a desire for recognition. Understanding the consumer's motive is important in developing effective marketing strategies.

Question 19

According to Maslow's hierarchy of needs, which of the following is most likely an esteem need?

Accepted Answer

Esteem needs include the desire for respect from others and the attainment of status, prestige, and mastery. Therefore, the option that best fits into this category is "E) status."

Question 20

According to Sigmund Freud's theory, a person's buying decisions are ________.

Accepted Answer

According to Freud's theory, a person's buying decisions are influenced by unconscious, hidden motivations that they may not even be aware of themselves. This means that online marketing surveys and questionnaires may only capture surface-level rationale for purchasing behavior, and that status and independence may not be the only or primary motivators. Additionally, Freud's hierarchy of needs (option D) is a different theory altogether and not specifically applicable to his views on consumer behavior.

Quiz 5: Understanding Consumer and Business Buyer Behavior