Question 1

A person's ________ consist(s)of all the groups that have a direct (face-to-face)or indirect influence on his/her attitudes or behavior.

Accepted Answer

A)  culture 
B)  subculture 
C)  psychographics 
D)  reference groups 
E)  demographics 
A)  culture 
B)  subculture 
C)  psychographics 
D)  reference groups 
E)  demographics

Question 2

Selective retention works to the advantage of strong brands.

Accepted Answer

A) True 
 B)False

Question 3

When marketers profile the customer buying-decision process by thinking about how they themselves would act,these marketers are employing the ________.

Accepted Answer

A)  retrospective method 
B)  introspective method 
C)  consumption system method 
D)  prospective method 
E)  prescriptive method 
A)  retrospective method 
B)  introspective method 
C)  consumption system method 
D)  prospective method 
E)  prescriptive method

Question 4

According to information presented in the text,the ________ cultural market segment is the most fashion conscious of all the racial groups and tends to be motivated by quality and selection.

Accepted Answer

A)  African American 
B)  Hispanic American 
C)  Asian American 
D)  European American 
E)  Indian American 
A)  African American 
B)  Hispanic American 
C)  Asian American 
D)  European American 
E)  Indian American

Question 5

What is brand personality and what five traits have been linked to it

Accepted Answer

Brand personality is the specific mix of

Question 6

An opinion leader is the person in informal,product-related communications who offers 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.According to the text,how do marketers try to reach opinion leaders

Accepted Answer

Marketers try to reach opinion leaders b

Question 7

Because mass-market advertising is target nonspecific,all ethnic and demographic niches respond to it in the same way.

Accepted Answer

A) True 
 B)False

Question 8

Abraham Maslow assumed that the psychological forces shaping people's behavior are largely unconscious,and that people cannot fully understand their motivations.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Question 11

Selective attention is the tendency to interpret information in a way that will fit our preconceptions.

Accepted Answer

A) True 
 B)False

Question 12

When marketers interview a small number of recent purchasers,asking them to recall the events leading to their purchase,the marketers are using the ________ method to learn more about the consumer buying process.

Accepted Answer

A)  introspective 
B)  retrospective 
C)  prospective 
D)  prescriptive 
E)  descriptive 
A)  introspective 
B)  retrospective 
C)  prospective 
D)  prescriptive 
E)  descriptive

Question 13

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 14

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 15

As Rita scans the yellow pages section of her phone book looking for a florist,she sees several other products and services advertised.Though interesting on first glance,she quickly returns to her primary task of finding a florist.The items that distracted her from her search were most likely stored in which of the following types of memory

Accepted Answer

A)  Short-term memory 
B)  Long-term memory 
C)  Middle memory 
D)  Subconscious memory 
E)  Subliminal memory 
A)  Short-term memory 
B)  Long-term memory 
C)  Middle memory 
D)  Subconscious memory 
E)  Subliminal memory

Question 16

Social class is the fundamental determinant of a person's wants and behavior.

Accepted Answer

A) True 
 B)False

Question 17

When the Marlboro Man was depicted in advertising as a rugged outdoor,tough cowboy type,this was done to establish what is called a ________.

Accepted Answer

A)  trademark 
B)  brand name 
C)  brand personality 
D)  psychological approach to advertising 
E)  brand reference 
A)  trademark 
B)  brand name 
C)  brand personality 
D)  psychological approach to advertising 
E)  brand reference

Question 18

Abraham Maslow sought to explain why people are driven by particular needs at particular times.Describe Maslow's hierarchy of needs.How does Maslow's theory help marketers

Accepted Answer

In order of importance,they are physiolo

Question 19

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

Question 20

Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers.How does Herzberg's theory affect sellers' marketing strategy

Accepted Answer

Herzberg's theory has two implications.F

Exam 6: Analyzing Consumer Markets

A person's ________ consist(s)of all the groups that have a direct (face-to-face)or indirect influence on his/her attitudes or behavior.

Selective retention works to the advantage of strong brands.

When marketers profile the customer buying-decision process by thinking about how they themselves would act,these marketers are employing the ________.

According to information presented in the text,the ________ cultural market segment is the most fashion conscious of all the racial groups and tends to be motivated by quality and selection.

What is brand personality and what five traits have been linked to it

Because mass-market advertising is target nonspecific,all ethnic and demographic niches respond to it in the same way.

Abraham Maslow assumed that the psychological forces shaping people's behavior are largely unconscious,and that people cannot fully understand their motivations.

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

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.

Selective attention is the tendency to interpret information in a way that will fit our preconceptions.

When marketers interview a small number of recent purchasers,asking them to recall the events leading to their purchase,the marketers are using the ________ method to learn more about the consumer buying process.

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

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

Social class is the fundamental determinant of a person's wants and behavior.

When the Marlboro Man was depicted in advertising as a rugged outdoor,tough cowboy type,this was done to establish what is called a ________.

Abraham Maslow sought to explain why people are driven by particular needs at particular times.Describe Maslow's hierarchy of needs.How does Maslow's theory help marketers

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

Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers.How does Herzberg's theory affect sellers' marketing strategy

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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