MAR4503 Consumer Behavior
Quiz 1 Chapter 1
Question 1
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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 3,000 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 _____.
click-throughs
behavioral targeting
spamming
blogging
cookie targeting
Question 2
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Which of the following is included in marketing communications?
advertising
sales force
public relations
packaging
all of the above
Question 3
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Which of the following is used to evaluate the attractiveness of various market segments?
segment size
distribution available
fit with company image
cost to serve
all of the above
Question 4
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Which type of decisions involve very little effort or thought on the part of the consumer?
primary decisions
top-of-mind decisions
low-involvement decisions
automatic decisions
self-related decisions
Question 5
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Marketing strategy begins with _____.
market segmentation
targeting
conducting an outcomes assessment
objective setting
conducting a market analysis
Question 6
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An image of the product or brand in the consumer’s mind relative to competing products and brands is referred to as the product’s _____.
equity
extension
message
placement
position
Question 7
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To be successful, a product must _____.
meet the needs of the target market better than the competition does
be lower priced than competitors’ products
be of higher quality than competitors’ products
be advertised more than competitors’ products
have greater distribution than the competition does
Question 8
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Which element of the marketing mix is concerned with having the product available where target customers can buy it?
product
price
distribution
communications
placement
Question 9
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A portion of a larger market whose needs differ somewhat from the larger market is referred to as a(n) _____.
market segment
niche
subgroup
ancillary market
secondary market
Question 10
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Economically developed societies are often referred to as marketing societies.
True
False
Question 11
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_____ represents how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them.
Lifestyle
Self-concept
Position
Status
Social class
Question 12
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Which of the following is part of the marketing mix?
product
price
communications
distribution
all of the above
Question 13
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Which of the following is NOT considered one of the firm’s outcomes of the marketing strategy and consumer behavior process?
product position
customer satisfaction
service
sales and profits
all of the above are considered outcomes for the firm
Question 14
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Marketing strategy begins with objective setting.
True
False
Question 15
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Tracking consumers’ online activity and delivering specific banner ads based on that activity is known as _____.
clickstream
blogging
spam
behavioral targeting
electronic targeting
Question 16
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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 _____.
self-image
need set
alter ego
unarticulated needs
lifestyle
Question 17
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Which is NOT a step in the consumer’s decision process?
information search
postpurchase processes
problem recognition
alternative evaluation and selection
self-concept analysis
Question 18
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A product’s position refers to _____.
its shelf location in retail stores
an image of the product in the consumer’s mind relative to competing products
its price relative to other products in the firm’s product line
its price relative to competitors’ products
its stage in the product development process
Question 19
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Lifestyle is the totality of an individual’s thoughts and feelings about him- or herself.
True
False
Question 20
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Why is China very attractive to marketers around the world?
because it represents a collective approach to marketing in contrast to the traditional individualist approach used in the United States and other western cultures
Chinese consumers are very brand loyal
they are the heaviest users of the Internet
Chinese teens are easier to understand because they are less “trendy” than teenagers from other countries
because of its massive population, rising income, and emerging youth market
Quiz 2 Chapter 2
Question 1
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Which of the following is a factor influencing nonverbal communications?
things
relationships
space
symbols
all of the above
Question 2
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Which one of the four segments of world citizens feels positively about international brands, values their symbolic aspects, and is less concerned about corporate responsibility?
Global citizens
Global dreamers
Antiglobals
Global Agnostics
Global trendsetters
Question 3
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Personal space refers to the nearness that others can come to you in various situations without your feeling uncomfortable.
True
False
Question 4
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What are the two major ways time varies between cultures?
primary and secondary
work and leisure
family and personal
monochronic and polychronic
perspective and interpretation
Question 5
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Jose is from Brazil and is currently enrolled in an MBA program at a U.S. university. He routinely comes to class 30-60 minutes late and does not turn in assignments by the deadline. One of his professors pulled him aside and asked him why he’s always late for class and turns his work in late. Jose was surprised that his professor was bothered by this as this behavior is entirely acceptable in Brazil. In fact, it’s expected. Which of the following best describes Jose’s time perspective?
spontaneous
parallel
monochronic
polychronic
variable
Question 6
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_____ describes a population in terms of its size, structure, and distribution.
Economics
Demographics
Psychographics
Geographics
Lifestyles
Question 7
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Which value has a strong influence on entrepreneurship and economic development as well as new-product acceptance?
individual/collective
competitive/cooperative
tradition/change
risk taking/security
masculine/feminine
Question 8
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Which of the following is NOT an example of an environment-oriented value?
cleanliness
tradition/change
nature
competitive/cooperative
problem solving/fatalistic
Question 9
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_____ represents generally accepted ways of behaving in social situations.
Guanxi
Etiquette
Demographics
Culture
Monochronism
Question 10
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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”?
shaking hands
exchange of business cards
introductions by a third party
formal invitation
bows
Question 11
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_____ refers to the degree to which people accept inequality in power, authority, status, and wealth as natural or inherent in society.
Cooperation
Power distance
Collectivism
Individualism
Status
Question 12
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Nicholas is examining how people in India perceive time, space, symbols, relationships, agreements, things, and etiquette. He is interested in these factors because they influence _____.
language
demographics
nonverbal communications
values
laws
Question 13
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Global citizens are highly concentrated in the United States and the United Kingdom.
True
False
Question 14
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Other-oriented values reflect a society’s view of the appropriate relationships between individuals and groups within that society.
True
False
Question 15
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Karen’s father is an executive for a major international corporation and has been transferred to various countries over the years. With each move, Karen is enrolled in a new school. Even though English is spoken in the schools she attends, there are students from all over the world whose parents have jobs similar to Karen’s father. With each new school, Karen spends the first few weeks merely observing the other students to learn which behaviors are appropriate in specific situations because she’s learned that at each school the kids behave differently. Karen is attempting to learn that student body’s specific _____ regarding behavior.
rules
guidelines
precepts
norms
prescriptions
Question 16
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Collectivism is a defining characteristic of American culture.
True
False
Question 17
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With respect to demographics, which of the following refers to the number of individuals in a society?
distribution
size
structure
dispersion
concentration
Question 18
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In the United States, promptness is considered a virtue. Americans are expected to be on time to an event, and they expect others to do so as well. Which aspect of culture best explains this behavior?
Culture is a simple concept.
Culture is something one is born with.
Culture is unique to each individual in a society.
Culture is time-bound.
Culture is acquired, that is, it is learned.
Question 19
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What is the largest single influence on the movement toward uniformity in the global youth market?
mass media
education
work
travel
religion
Question 20
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_____ refers to the physical location of individuals in terms of geographic region and rural, suburban, and urban location.
Size
Structure
Distribution
Dispersion
Concentration
Quiz 3 Chapter 4
Question 1
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Which of the following is NOT a reason why the population of the United States has grown steadily since 1960?
longer life expectancies
increasing birth rate for most of the period between 1960 and today
immigration
baby boomers moving through child-bearing years
all of the above are reasons why the population of the United States has grown
Question 2
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Placing ads in videogames is known as _____.
video advertising
integrated advertising
advergaming
message integration
entertainment integration
Question 3
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Buzz is a self-employed construction worker. He is proud of his ability to do “real work” and sees himself as the often-unappreciated backbone of America. He dislikes the upper-middle class and prefers products and stores positioned toward his social-class level. Which term best describes Buzz?
working-class stiff
“blue blood” class
white collar worker
working-class aristocrat
no-collar worker
Question 4
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Generation Y is sometimes referred to as the _____.
baby bust generation
echo boom
boomerangs
baby boomlet
step-boomers
Question 5
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Procter & Gamble is a major consumer packaged goods manufacturer. Which age category provides the greatest opportunity for P&G in terms of growth between 2010 and 2020?
< 10
20-29
40-49
60-69
> 69
Question 6
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The more consistent an individual is on all status dimensions, the greater the degree of _____ for the individual.
status maturity
status permanence
status inflexibility
status crystallization
status flexibility
Question 7
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Generation Z are more “risk takers” than Generation X or Generation Y.
True
False
Question 8
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The newest generation born after 1994 is known as the Millennials.
True
False
Question 9
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In the Hollingshead Index of Social Position, which is true?
occupation is given a higher weight than education
occupation is given the same weight as education
income is given a higher weight than occupation
occupation is given a lower weight than education
income is given a lower weight than education
Question 10
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Income enables purchases but does not generally cause or explain them.
True
False
Question 11
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The children of the original baby boomers are known as _____.
the baby bust generation
Generation X
Generation Y
Generation Z
the Millennial generation
Question 12
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The largest, most diverse generational segment is
Generation X.
Generation Y.
Generation Z.
baby boomers.
tweens.
Question 13
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The baby boom generation is the first American generation to seriously confront the issue of “reduced expectations.”
True
False
Question 14
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Demographics describe a population in terms of its size, distribution, and structure.
True
False
Question 15
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Which boomer segment, identified by Focalyst, is highly connected with friends and community, which may explain their positive outlook?
yesterday
today
tomorrow
futurists
optimists
Question 16
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Education provides a complete explanation for consumption patterns.
True
False
Question 17
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Individuals born before 1930 belong to which generation?
pre-Depression generation
Depression generation
baby boom generation
Generation X
Generation Y
Question 18
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A(n) _____ is a group of persons who have experienced a common social, political, historical, and economic environment.
census age group
age cohort
cognitive group
chronological group
demographic group
Question 19
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Individuals born between 1977 and 1994 belong to which generation?
baby boom
Generation X
Generation Y
Generation Z
Millennial generation
Question 20
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Carl is a physician earning $300,000 per year. Using the Coleman-Rainwater system, identify the social class to which Carl belongs
upper-upper
lower-upper
upper-middle
middle
working
Quiz 4 Chapter 5
Question 1
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Which of the following was the source of the most immigrants into the United States in 2009?
Asia
Mexico
Europe
Latin America
Africa
Question 2
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In terms of the Asian American market, which segment identified by Market Segment Research is older, often retired, has strong identification with their original culture, tends to use their native language as their primary language, and is not concerned about status?
Traditionalists
Established
Living for the Moment
Market followers
Contented
Question 3
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Which type of subculture arises as a result of climatic conditions, the natural environment and resources, the characteristics of the various immigrant groups that have settled there, and significant social and political events?
ethnic
regional
religious
generational
transient
Question 4
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Jeffrey is a 35 year old African American who is positive about the future. He describes himself as Black, but feels Black slang should be avoided. To which segment of the African American market identified by Yankelovich would Jeffrey belong?
New Middle Class
Black Onliners
Digital Networkers
Boomer Blacks
Faith Fulfills
Question 5
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Which African American market segment identified by Yankelovich is older, upper middle class, heavily online, prefers Black advertising, and strongly supports “Buying Black.”
Broadcast Blacks
Black is Better
Boomer Blacks
Digital Networkers
Faith Fulfills
Question 6
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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?
Confucianists
Conformists
Traditionalists
Market followers
all of the above
Question 7
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There are several Asian American markets, based primarily on nationality and language. Each of these in turn can be further segmented on _____.
degree of acculturation
social class
generation
lifestyle
all of the above
Question 8
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Asian Americans are the highest educated and highest income group with substantial purchasing power.
True
False
Question 9
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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?
Broadcast Blacks
Black is Better
Boomer Blacks
Digital Networkers
Faith Fulfills
Question 10
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Which of the following is the largest Native American tribe?
Cherokee
Navajo
Sioux
Chippewa
Choctaw
Question 11
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Key aspects of Procter & Gamble’s My Black is Beautiful campaign included ____.
a 12-page advertorial in Essence magazine.
a My Black is Beautiful conversation tour in various U.S. locations.
a website that provides a forum for discussion and provides ongoing initiatives information.
grants to community-based organizations related to the health and education of black women.
all of the above
Question 12
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Compared to the white population, Asian Americans tend to _____.
be younger
be higher educated
have a higher household income
be a larger subculture
b and c
Question 13
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The generation of Asian Americans which was born in the United States to immigrant parents is sometimes referred to as _____.
Generation 2.0
the Next Generation
the Millenials
Generation American
Generation 3.0
Question 14
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The degree to which an individual behaves in a manner unique to a subculture depends on _____.
the extent to which the individual identifies with that subculture
how long the individual has been in this country
the age of the individual
the education of the individual
the extent to which others in that subculture accept that individual
Question 15
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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?
Buddhists
Confucianists
Born-again Christians
Islamists
Jewish
Question 16
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The relatively faster growth rate of non-European groups is due to a higher birthrate among some of these groups and to greater immigration.
True
False
Question 17
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Which segment of the African American market identified by Yankelovich is middle age, upper-middle income, family-oriented, and prefers to be around people of their own ethnicity?
Black Onliners
Black is Better
Digital Networkers
Boomer Blacks
Faith Fulfills
Question 18
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Which of the following magazines is NOT in the Black Men’s Top 5?
Maxim
Time
Jet
Ebony
Sports Illustrated
Question 19
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Which of the following statements is true regarding marketing to Asian Americans?
Asian Americans are not highly tech savvy or heavy users of the Internet.
Effective communication is achieved by simply translating ad copy.
Geographic concentration is aiding marketing efficiency.
There are very limited options for reaching this market through television.
The purchasing power of this group and its various segments is not attractive enough for marketers to pursue it seriously.
Question 20
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_____ subcultures are defined as those whose members’ unique shared behaviors are based on a common racial, language, or national background.
Ethnic
Racial
Religious
Gender
Geographic
Quiz 5 Chapter 14
Question 1
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Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She’s pretty sure she has another bottle left at home, so she doesn’t purchase another. Bessie’s perception of her current situation regarding this product reflects her ____.
current state
desired state
actual state
self-concept
self-assessment
Question 2
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Which problem recognition involves a discrepancy that only one brand can solve?
generic problem recognition
selective problem recognition
active problem recognition
inactive problem recognition
primary problem recognition
Question 3
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Which of the following is a concern marketing managers have related to problem recognition?
discovering consumer problems
developing the marketing mix to solve consumer problems
helping consumers recognize problems
suppressing problem recognition among consumers
all of the above
Question 4
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Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.
True
False
Question 5
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Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?
It is early in the product life cycle.
The firm has a small percentage of the market.
External search after problem recognition is apt to be limited.
It is an industry-wide cooperative effort.
all of the above are appropriate conditions to attempt to influence generic problem recognition
Question 6
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Which of the following is a type of consumer decision making discussed in your text?
nominal decision making
limited decision making
extended decision making
b and c
a, b, and c
Question 7
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Which type of consumer problem is one of which the consumer is not aware?
latent
manifest
active
inactive
blatant
Question 8
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Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?
nominal decision making
normal decision making
limited decision making
extended decision making
simple decision making
Question 9
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Radian6 is a leader in the field of ______.
social media measurement
focus group moderating
product development
consumer problem discovery
a and d
Question 10
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The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____.
personal involvement
product involvement
purchase involvement
enduring involvement
activated involvement
Question 11
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Nominal decisions can be broken into which two distinct categories?
brand loyal decisions and repeat purchase decisions
primary decisions and secondary decisions
high involvement decisions and low involvement decisions
expensive decisions and inexpensive decisions
first purchase decisions and repeat purchase decisions
Question 12
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Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?
The decision process model provides useful insight into all types of consumer purchases.
Consumer decisions are frequently the result of a single problem.
Consumer decisions are rational and functional; otherwise they do not involve decisions per se.
Some consumer decisions result from the convergence of several problems.
Once the decision process begins, it may evolve and become more complex with multiple goals.
Question 13
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Firms attempt to cause selective problem recognition to gain or maintain market share.
True
False
Question 14
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Which type of decision making covers the middle ground between nominal and extended decision making?
limited decision making
partial decision making
mid-range decision making
modified decision making
internal decision making
Question 15
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What has research revealed regarding consumers’ variety-seeking behavior?
Once a consumer tries another brand, there is a high probably that he or she will not return to the previous brand.
Consumers usually switch to options within the same brand.
Consumers are unwilling to switch to options within the brand.
Consumers are more likely to become bored on sensory attributes such as taste.
Consumers are more likely to become bored with non-sensory attributes such as brand name.
Question 16
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Kim was participating in a group discussion centered on the participants’ problems encountered while taking care of their hair. Which approach to problem identification is this?
activity analysis
product analysis
problem analysis
human factors research
emotion research
Question 17
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A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using?
activity analysis
product analysis
problem analysis
human factors research
emotion research
Question 18
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What is the first stage of the consumer decision process?
information search
problem recognition
alternative evaluation
purchase
postpurchase behavior
Question 19
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Which of the following is a nonmarketing factor affecting problem recognition?
social status
previous decisions
motives
situation
all of the above
Question 20
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Rita is doing her family’s grocery shopping and purchases ice cream. She’s purchased Blue Bell ice cream before and purchases it again. She’s not committed to this brand; it’s just that she and her family like it. Which type of nominal decision is this?
inconsequential decision
indifferent decision
automatic decision
repeat purchase decision
secondary decision
Quiz 6 Chapter 15
Question 1
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Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it’s no accident that he receives several banner ads for golf products and destinations. This is called _____.
market segmentation
search engine optimization
spam
blogging
behavioral targeting
Question 2
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Consumers conducting a generic search in an Internet search engine use which type of terms?
retailer-related terms
brand-related terms
general product-related terms
brand-plus product-related terms
price-related terms
Question 3
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One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer’s brand is not part of their evoked set. Which marketing strategy is appropriate for this company?
capture strategy
acceptance strategy
maintenance strategy
preference strategy
intercept strategy
Question 4
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The desired features or characteristics required to meet a consumer’s needs are his or her _____.
evoked set
evoked criteria
consideration criteria
evaluative criteria
evaluative set
Question 5
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One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.
True
False
Question 6
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The brands found to be completely unworthy of further consideration comprise the excluded set.
True
False
Question 7
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The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search?
market characteristics
product characteristics
consumer characteristics
situation characteristics
technological characteristics
Question 8
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Which situation tends to increase perceived risk?
financial cost
multiple item purchases
gift giving
b and c
all of the above
Question 9
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Extended decision making with the brand in the evoked set requires which marketing strategy?
capture strategy
preference strategy
intercept strategy
maintenance strategy
disrupt strategy
Question 10
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Lisa has to check her e-mail frequently to delete the unsolicited messages she gets, typically for loans and prescription drugs. If she doesn’t delete them, her inbox will fill up and e-mails that she wants to receive won’t get through. This unsolicited e-mail is known as _____.
PBE
spam
blog
junk mail
banner mail
Question 11
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To which set do alternatives the consumer does not know about belong?
inert set
inept set
unawareness set
unknown set
evoked set
Question 12
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If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____.
disrupt the existing decision patterns
capture as large a share of the purchases as practical
intercept the consumer during the search for information on the brands in the evoked set
develop a strong position on those attributes important to the target market
defend against the disruptive tactics of competitors
Question 13
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A consumer decision requires information on which of the following?
The appropriate evaluative criteria for the solution of a problem.
The existence of various alternative solutions.
The performance level or characteristic of each alternative solution on each evaluative criterion.
a and b
a, b, and c
Question 14
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Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed?
internal search
external search
primary search
secondary search
evoked search
Question 15
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The awareness set has generally been found to be smaller than the evoked set.
True
False
Question 16
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Which marketing strategy is appropriate if the brand is not part of consumers’ evoked sets?
disrupt strategy
maintenance strategy
capture strategy
preference strategy
all of the above
Question 17
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If a brand is included in a consumer’s evoked set, which marketing strategy is NOT appropriate?
maintenance strategy
intercept strategy
capture strategy
preference strategy
all of the above are appropriate
Question 18
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Unsolicited e-mail that is a major concern and irritant is known as _____.
PBE
spam
blog
junk mail
banner mail
Question 19
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Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.
True
False
Question 20
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How has the Internet changed consumers’ ability to search for information?
allows easy access to manufacturers’ websites
allows easy access to other consumers
allows easy access to government agencies
expands the ability of marketers to provide information to consumers
all of the above
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