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CONSUMER BEHAVIOR MIDTERM 1
What does the consumption of a product like Nikes mean to Andre, the working poor consumer discussed in the "Consumer Insight"? - they serve as a visible symbol that he is back as a successful member of society Which is NOT a step in the consumer's decision process? - self-concept analysis Juan has segmented the market for boats and is currently analyzing each with respect to several factors, such as size, growth rate, competitor strength, fit with company image, distribution available, cost to serve, and risk before deciding which segment to target. Which step of market segmentation is Juan conducting? - selecting an attractive segment(s) to serve To survive in a competitive environment, an organization must provide its target customers more _____ than is provided to them by its competition. - value Liz Claiborne is a brand of clothing, accessories, and home products. Brand managers at this company are trying to learn which internal influences impact their customers' needs and desires most. Which of the following is a possible internal influence these managers should examine? - personality Tony's job entails making sure his company's products get to retailers so that target customers can buy them. Which element of the marketing mix is Tony involved with? - distribution Tacoda Systems tracks consumers' online activity and delivers specific banners based on that activity. This tracking and ad delivery system has been installed on almost 3, websites, and advertisers pay on a pay-for-performance basis, which means that advertisers pay Tacoda Systems only when a consumer clicks on their ad. The tracking of online activity and delivery of ads based on that activity is called - behavioral targeting Marketing strategy begins with - conducting a market analysis Which of the following is NOT true regarding consumer behavior? - The overall model of consumer behavior presented in the text is accurate in predicting consumer behavior. Which of the following is NOT an application of consumer behavior? - human resource management which of the following is included in marketing communications? advertising, sales force, public relations, packaging, - all of the above
Thomas wants to gain a useable understanding of consumer behavior in order to help him become a more effective marketing manager. Which application of consumer behavior does this represent? - marketing strategy ____ includes advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products. - marketing communications Rod is surveying consumers to gain a better understanding of his restaurant's image relative to competing restaurants. Rod is concerned with his restaurant's - position Laurie saved for six months to have enough money to buy a new designer outfit to wear to a special party. She had to travel to a larger city to purchase this outfit, but it was worth it to her because it made her feel beautiful and confident. The difference between the benefits Laurie perceived from this purchase and the cost to her to acquire these benefits describes her _____. A. consumer behavior - customer value Mia is concerned how her marketing activities will affect individual consumers as well as society at large. Mia is implementing ____ - social marketing Which of the following aspects is evaluated when determining a firm's ability to meet customer needs? financial condition, general managerial skills, production capabilities, technological sophistication - all of the above Which of the following is a component of a market analysis? - conditions To be successful, a product must - meet the needs of the target market better than the competition does Which is NOT an external influence on consumer behavior? - perception Which of the following statements is true regarding the overall model of consumer behavior? - A consumer's self-concept and lifestyle influence his or her needs and desires. to survive in a competitive environment, an organization must provide its target customers more ___ than is provided to them by its competitors - value Which of the following is NOT evaluated when analyzing a company's own ability to meet customer needs? - competitors Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his life and career. He also wants it to be a high- performance automobile. Dependability, status, and performance represent Barry's - need set
What are the differences between a traditional and a modern gender role orientation? - Traditional = a marriage with the husband assuming the responsibility for providing for the family, and the wife running the house and taking care of the children. Modern = a marriage where the husband and wife share responsibilities - each works and shares homemaking and child responsibilities. Which of the following is NOT a broad form of cultural values? - Object-oriented Which of the following country tends to value individualism over collectivism? - US John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their product. He doesn't believe that they will make a difference because he thinks that marketers are only concerned with profits and probably only donate a small portion of their profits to the stated cause. John is best described as belonging to which group of consumers? - skeptic Which of the following is an example of an other-oriented value? - Individual/collective According to the authors, American culture increasingly values - diversity _____ are based on performance criteria over which the individual has some degree of control - Achievement roles The "Green Guides" provide examples of Background image of page 52 acceptable and unacceptable practices dealing with advertising and package claims relating to such areas as the environment, in general, as well those relating specifically to: ozone friendly, biodegradable, recyclable, recycled content - all of the above According to the textbook a Yahoo claims, the percentage of U.S. men who are the primary grocery shopper for their home is - 51 percent In Japan, the exchange of meishi is the most basic of social rituals in a nation where social ritual matters very much. The act of exchanging meishi is weighted with meaning. Once the social minuet is completed, the two know where they stand in relation to each other and their respective statures within the hierarchy of corporate or government bureaucracy. What is "meishi"? - exchange of business cards Which of the following is an emerging American value? - admiring nature Karen believes in cause-related programs, but she doesn't always act accordingly. That is, she likes to patronize retailers that claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for her to do so. Which consumer group would Karen belong? - balancer
__ tend to feel they don't have control over the outcome of events. - Fatalists Which of the following statements if FALSE regarding cross-cultural marketing? - there are both subtle and direct ethical issues involved in international marketing A woman that is married where both she and her husband work and share homemaking and child care responsibilities is classified as _____ with respect to gender orientation - modern Which term describes consumers' purchase and use of automobiles, homes, yachts, clothes, and so forth primarily to demonstrate their great wealth? - conspicuous consumption While Asian-Indian Americans are diverse in many ways, they do share a number of important cultural traits. Which of the following is NOT one of these shared traits? - Husbands and wives tend to share an equal role in family decisions. Which generation "invented" rock and roll and grew up with music and television as important parts of their lives? - Depression generation Chrysler sponsored Patti LaBelle's "The Gospel According to Patti" concert tour in 2006 in which Chrysler offered test drives before each concert and donated $5 for each test drive to Ms. LaBelle's chosen charity. This marketer is using _____ to reach this market.
- Event marketing Which cohort was born between 1930 and 1945? - Depression generation Robert and his wife, Jan, were both born in the 1950s. The last of their three children will graduate from college soon, which is leaving them with increased discretionary income and time. To which generation do Robert and Jan belong? - baby boom generation Which of the following groups is characterized by a strong belief in the literal truth of the Bible, a very strong commitment to their religious beliefs, having had a "born-again" experience, and encouraging others to believe in Jesus Christ? - Born-again Christians Which segment of the African American market identified by Yankelovich is younger, male, brand conscious, stressed out about school and work, and the heaviest users of such technology as blogs and IM. - Black Onliners Market Segment Research found three groups of Asian Americans on the basis of their demographics and attitudes that cut across nationality groups. Which of the following is one of the segments identified? - Traditionalists the largest most diverse generational segment - baby boomers
Which social class consists of skilled and semiskilled factory, service, and sales workers? - working class Gertrude is 93 years old, but she perceives herself to be about 65 years old. Sixty-five is Gertrude's _____ age. - cognitive age Which religion heavily influences the Hispanic culture? - Roman Catholicism. Li Ming is an Asian American of Chinese dissent and is young, has a moderate identification with her native culture, is bilingual, and is spontaneous, materialistic, and an impulsive shopper. She is concerned with status and quality. Which segment of the Asian American market identified by Market Segment Research best describes her? - Living in the moment What is the major difference between white and black shoppers' store selection criteria?
- respect Robert is a successful 51 year old, lives in the suburbs, and enjoys reading Jet and Ebony magazines. He drives out of his way to shop exclusively at black-owned businesses. To which segment of the African American market identified by Yankelovich would Robert belong? - Boomer Blacks The Martins' household income is $123,000 per year. However, this family estimates that they have $45,000 available to spend on nonessentials such as vacations and entertainment. The $45,000 represents the Martins' - subjective discretionary income (SDI) this segment of mature consumers has accepted their old-age status and has adjusted their lifestyles to reflect reduced physical capabilities and social roles. - Frail Recluse Which of the following is the most widely applied single cue we use to initially evaluate and define individuals we meet? - occupation A _____ has at least two members related by birth, marriage, or adoption, one of whom is the householder (i.e., the one who owns or rents the residence) - family household Hispanics who identify most strongly with their Hispanic subcultures are most likely to engage in - husband-dominated decisions A major basis for concern about marketing to children is their inability to fully process and understand commercial messages. Much of the theory and research in this area is based on - Piaget's stages of cognitive development Consumers who are single due to the death of a spouse are labeled - "single by circumstance"
When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the - adoption process Which of the following statements is true regarding the nature of family purchases and the roles played by various family members? - Over time, each spouse develops more specialized roles as a part of the family lifestyle and family responsibilities. adoption of this type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer - Continuous innovation Bob is somewhat of a loner in high school. He really despises the school "jocks" that seem to be involved in every sport - dissociative reference group occurs when an individual uses the behavior and opinions of reference group members as potentially useful bits of information - informational influence Which approach to conflict resolution misrepresents the facts in order to win? - impression management Which of the following is NOT a reason for the decline in traditional families? - a change in the way the Census Bureau has defined "traditional family" Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior? - reference group Which of the following is NOT a criterion used to classify groups? - number of members Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate? - rituals and traditions As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate conference every year, and he did attend if one year. While this is a group he belongs to, his ties to other members are relatively weak, and his interaction is infrequent. Which type of group is this? - secondary group Roughly what percentage of children are born to unmarried mothers, a percentage that has risen by thirteen percentage points since 1990? - 40 Angie is a teenage, living at home with her parents and two brothers. Even though she wants to venture out more on her own, her parents will not allow it, and she obeys their wishes. Her family represents a(n) ___ group. - primary group
Which of the following statements adequately reflects the concept of attitude component consistency? - A change in one attitude component tends to produce related changes in the other components An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is A. perceptual mapping B. the Likert scale C. the semantic differential scale D. the rank-order scale (E. none of the above) - none of the above Regulatory focus theory suggests that ____ - onsumers will react differently depending on which broad set of motives is most salient Maslow's hierarchy of needs includes all EXCEPT which of the following? - cognition Consumers who actively complain when a product is not satisfactory are probably fulfilling _____ need. - an assertion Barbara is an individual that usually feels restful, serene, comfortable, and soothed. Which emotion is Barbara experiencing? - serenity The willingness to buy a particular product or service is known as - demand Which term is often used interchangeably with the term "motivation"? - need Appeal characteristics represent _____ a message is communicated. - how In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea? - testimonial ad smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen are all examples of products to satisfy consumers ___ needs - safety The tendency of many consumers to discount claims made by sales people can be explained in part by _____. - attribution theory The tendency of many consumers to discount claims made by sales people and ads is related to the need - to attribute causation
Which need results in the consumer playing various roles and gaining pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted? - need for identification Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy? - instability A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial...don't you wish everyone did?" Which type of appeal does this illustrate? - fear appeal Two prominent sets of motives under regulatory focus theory are termed - promotion and prevention Adam was working on a term paper and was exposed to so much information that he devised a classification system to organize the different sources of information he was using. This reflects which cognitive preservation motive? - need to categorize Changing behavior prior to changing affect or cognition is based primarily on - operant conditioning Which of the following is a characteristic associated with emotions? - Emotions are often triggered by environmental events. Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered? - fear appeals Stephanie is a working mother of two children. She has a stressful job, so she makes a point of walking two miles on her treadmill each day to help her unwind. By doing this, Stephanie is satisfying her - need for tension reduction A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) - attitude _____ consists of trustworthiness and expertise. - Source credibility consumer ability to effectively cope with stressful situations - emotional intelligence Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome, and cheerful. Which dimension of brand personality does this represent? - sincerity in Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered _____ motives. - physiological
The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is over 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the website to purchase this product. This is an example of a(n) - Infomercial _____ advertising is perhaps the fastest growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV. - Video game, young males aged 18- Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Goggle) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page, that were activated based on the terms he used in his search. These banner ads are known a - smart banners James is interested in just about any type of electronic equipment, such as digital video recorders, computers, MP3 players, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different Web sites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products? - motivation _____ is the assignment of meaning to sensations. - Interpretation _____ represents the density of stimuli in the environment. - Clutter Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? - situational The size, shape, and color are specific _____ of the stimulus that can affect interpretation. - traits The fact that all aspects of the perception process are extremely selective is referred to as - perceptual defenses Some people experience emotions more strongly than do others, which is a trait known as - affect intensity Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as - interference For a period of time, Energizer Batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the
distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less? - Adaptation level theory Any change in the content or organization of long-term memory or behavior is known as
- learning High-involvement learning often involves - nalytical reasoning The memory of a sequence of events in which a person participated is called - episodic memory An advertiser that surrounds its ads with positive programming - Increases the chances that their information is evaluated in a more positive light Which strategy for overcoming the barriers presented by DVR involves holding the ad visual relatively constant while the ad is fast-forwarded through by the viewer? - Still- frame ads
