Question 1

Each person has personality characteristics that influence his or her buying behavior.What does personality mean in terms of buying traits?

Accepted Answer

Personality is often described in terms of such buying traits as self-confidence,dominance,autonomy,deference,sociability,defensiveness,and adaptability.Personality can be a useful variable in analyzing consumer brand choices.The idea is that brands also have personalities,and consumers are likely to choose brands whose personalities match their own.

Question 2

According to recent research,which of the following market segments is characterized as valuing connections and relationships with family and friends with respect to marketing messages received?

Accepted Answer

A) Men 
B) Women 
C) Seniors 
D) Young adults 
E) Single parents 
A) Men 
B) Women 
C) Seniors 
D) Young adults 
E) Single parents B

Question 3

If a consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past,the consumer used a ________ to arrive at this purchase decision.

Accepted Answer

A) central route 
B) peripheral route 
C) behavioral route 
D) subjective route 
E) objective route 
A) central route 
B) peripheral route 
C) behavioral route 
D) subjective route 
E) objective route B

Question 4

With noncompensatory models of consumer choice,positive and negative attribute considerations usually net out.

Accepted Answer

A) True 
 B)False

Question 5

A(n)________ is the person who offers informal advice or information about a specific product or product category,such as which of several brands is best or how a particular product may be used.

Accepted Answer

A) reference group 
B) opinion leader 
C) family of procreation 
D) social factor 
E) anchoring heuristic 
A) reference group 
B) opinion leader 
C) family of procreation 
D) social factor 
E) anchoring heuristic

Question 6

Product choice is greatly affected by economic circumstances.All of the following would be among those circumstances EXCEPT ________.

Accepted Answer

A) spendable income 
B) savings and assets 
C) debts 
D) occupation 
E) borrowing power 
A) spendable income 
B) savings and assets 
C) debts 
D) occupation 
E) borrowing power

Question 7

Consumers often choose and use brands that have a brand personality consistent with how they see themselves,also known as the ________.

Accepted Answer

A) actual self-concept 
B) ideal self-concept 
C) others' self-concept 
D) prohibitive self-concept 
E) suggestive self-concept 
A) actual self-concept 
B) ideal self-concept 
C) others' self-concept 
D) prohibitive self-concept 
E) suggestive self-concept

Question 8

Culture is the fundamental determinant of a person's wants and behavior.The growing child acquires a set of values,perceptions,preferences,and behaviors through his or her family and other key institutions.What values are the typical American young children exposed to?

Accepted Answer

According to the text,a child growing up

Question 9

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

Accepted Answer

A) True 
 B)False

Question 10

Perception depends only on the physical stimuli experienced by the person.

Accepted Answer

A) True 
 B)False

Question 11

________ is the process by which we select,organize,and interpret information inputs to create a meaningful picture of the world.

Accepted Answer

A) Consumption 
B) Perception 
C) Personality 
D) Discrimination 
E) Cognitive dissonance 
A) Consumption 
B) Perception 
C) Personality 
D) Discrimination 
E) Cognitive dissonance

Question 12

What four strategies can marketers of low-involvement products employ in an effort to convert their products into ones of higher involvement?

Accepted Answer

The four strategies are: (1)linking the

Question 13

________ is the study of how individuals,groups,and organizations select,buy,use,and dispose of goods,services,ideas,or experiences to satisfy their needs and wants.

Accepted Answer

A) Target marketing 
B) Psychographic segmentation 
C) Psychology 
D) Consumer behavior 
E) Product differentiation 
A) Target marketing 
B) Psychographic segmentation 
C) Psychology 
D) Consumer behavior 
E) Product differentiation

Question 14

The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called ________.

Accepted Answer

A) elaboration likelihood 
B) consumer disengagement 
C) consumer involvement 
D) variety seeking 
E) low involvement 
A) elaboration likelihood 
B) consumer disengagement 
C) consumer involvement 
D) variety seeking 
E) low involvement

Question 15

One of the five traits of a product's brand personality is thought to be its shape.

Accepted Answer

A) True 
 B)False

Question 16

IKEA has achieved widely recognized success by offering consumers leading-edge Scandinavian furniture design at bargain prices.IKEA delivers value to consumers who are ________.

Accepted Answer

A) money constrained 
B) time constrained 
C) brand constrained 
D) value constrained 
E) self-concept constrained 
A) money constrained 
B) time constrained 
C) brand constrained 
D) value constrained 
E) self-concept constrained

Question 17

Through gathering information,the consumer learns about competing brands and their features.The consumer will then advance through four sets with respect to brands before a decision is reached.What are those four sets?

Accepted Answer

The four sets are: (1)the tota

Question 18

A consumer tells another consumer,"Every time I eat at Big Bill's Steakhouse,I get poor service." Whether this is true or not,it is the consumer's perception.This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind.This scenario would be an illustration of the ________ heuristic.

Accepted Answer

A) discrimination 
B) differentiation 
C) availability 
D) screening 
E) representativeness 
A) discrimination 
B) differentiation 
C) availability 
D) screening 
E) representativeness

Question 19

The buying process starts when the buyer recognizes a(n)_________.

Accepted Answer

A) product 
B) advertisement for the product 
C) salesperson from a previous visit 
D) problem or need 
E) internal cue 
A) product 
B) advertisement for the product 
C) salesperson from a previous visit 
D) problem or need 
E) internal cue

Question 20

Volvo has the reputation for being one of the most "safe" cars on the road.For those that value safety,Volvo would be the logical choice.This is an example of the lexicographic heuristic of consumer choice.

Accepted Answer

A) True 
 B)False

Exam 6: Analyzing Consumer Markets

Each person has personality characteristics that influence his or her buying behavior.What does personality mean in terms of buying traits?

According to recent research,which of the following market segments is characterized as valuing connections and relationships with family and friends with respect to marketing messages received?

If a consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past,the consumer used a ________ to arrive at this purchase decision.

With noncompensatory models of consumer choice,positive and negative attribute considerations usually net out.

A(n)________ is the person who offers informal advice or information about a specific product or product category,such as which of several brands is best or how a particular product may be used.

Product choice is greatly affected by economic circumstances.All of the following would be among those circumstances EXCEPT ________.

Consumers often choose and use brands that have a brand personality consistent with how they see themselves,also known as the ________.

Culture is the fundamental determinant of a person's wants and behavior.The growing child acquires a set of values,perceptions,preferences,and behaviors through his or her family and other key institutions.What values are the typical American young children exposed to?

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

Perception depends only on the physical stimuli experienced by the person.

________ is the process by which we select,organize,and interpret information inputs to create a meaningful picture of the world.

What four strategies can marketers of low-involvement products employ in an effort to convert their products into ones of higher involvement?

________ is the study of how individuals,groups,and organizations select,buy,use,and dispose of goods,services,ideas,or experiences to satisfy their needs and wants.

The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called ________.

One of the five traits of a product's brand personality is thought to be its shape.

IKEA has achieved widely recognized success by offering consumers leading-edge Scandinavian furniture design at bargain prices.IKEA delivers value to consumers who are ________.

Through gathering information,the consumer learns about competing brands and their features.The consumer will then advance through four sets with respect to brands before a decision is reached.What are those four sets?

The buying process starts when the buyer recognizes a(n)_________.

Volvo has the reputation for being one of the most "safe" cars on the road.For those that value safety,Volvo would be the logical choice.This is an example of the lexicographic heuristic of consumer choice.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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