Consumer Behavior Chapters 1 - 7

What is the estimated buying power of the African American market?

1 trillion

Which religion heavily influences Hispanic culture?

Catholicism

Which of the following is the largest Native American tribe

Cherokee

In America, being on time is considered a virtue. Americans are expected to be on time to an events, and they expect others to do so as well. Which aspect of culture best explains this?

Culture is acquired, that is, it is learned.

Marketing strategy ends with conducting a market analysis.

False

Which segment of mature consumers is physically and mentally healthy and is thus active, independent, and out to enjoy life?

Healthy Indulgers

Toys-R-Us is examining subcultures in the United States and wants to identify the ethnic subculture that has the greatest percentage of children under the age of 18. Which ethnic group meets this criterion?

Hispanic

A segment is a portion of a larger market whose needs differ somewhat from the larger market

True

When consumer input is requested by firms online it is called _____.

crowdsourcing

Marketers have responded to Americans' increasing concern for the environment with an approach called _____.

green marketing

A household's purchasing power is a function of which of the following?

income and accumulated wealth

Which of the following is a traditional American value

youth hard work active competition

Approximately what percentage of children are born to unmarried mothers, a percentage that has risen by 13 percent since 1990?

40%

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 20

60-69

After reading this chapter, how would you describe a traditional family and a non-traditional family? Provide a description of each.

A traditional family used to be Married Mother, Father and children. Now there are more single parents and Multigenerational families, that consist of adults that have their grown children living with them or grandparents raising their grandchildren.

Which of the following statements is FALSE regarding the religious/secular value in American society?

America is basically a religious societ

Which of the following is FALSE regarding trends in the global youth market?

American brands are currently the leaders among global teens.

Identify the subculture that has the highest education levels and median household incomes.

Asian Americans

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

Much of the American value system and the resultant political and social institutions are derived from the _____ beliefs of the early settlers

Christian

Most Asian Americans come from home cultures influenced by _____, which emphasizes subordination of the son to the father, the younger to the elder, and the wife to the husband.

Confucianism

Which of the following is NOT one of the top cities for Blacks in America?

Dallas

Which generation "invented" rock and roll and grew up with music and television as important parts of their lives?

Depression generation

Which of the following is a segment used to describe consumers with respect to their environmental activism?

Eco-centrists

Frank Chen is a Chinese immigrant in his mid-50s and has a master's degree in engineering from MIT. He is a conservative professional with no need or desire for native-language programming. He is willing to pay premium prices for high-quality products. Which segment of the Asian American market identified by Market Segment Research best describes him?

Established

African American consumer do not watch more television than other consumer groups

False

Most economically developed societies are legitimately referred to as marketing socie

False

Reference group influence can take three forms: informative, normative, and social.

False

The first step in the consumer decision process is budget setting.

False

Briefly describe and provide an example of each of the other-oriented values mentioned in the chapter

Individual -collective Youth/Age Extended/ Limited family Masculine/ Feminine Competitive / Cooperative Diversity/Uniformity

Which of the following is NOT a reason that multigenerational families offer both opportunities and challenges for marketers?

Multigenerational families are not easy to identify and reach

Heather and Jeff live on a farm in Iowa with their three children. They are concerned about the environment because of the high cost of heating their home in winter. Which environmental activism segment best describes Heather and her family?

Proud traditionalists

African American consumers tend to be more brand loyal than the average consumer.

True

Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

True

If a company's customers value variety, the firm can provide superior value by offering more variations of its product

True

One of the elements marketers use their evaluation of the attractiveness of various segments is the segment size

True

Which of the following countries values individualism over collectivism?

United States

Which of the following is FALSE?

While marketing strategy is heavily influenced by cultural factors, it does not influence aspects of cultures.

Which of the following is NOT a reason for the decline in traditional families?

a change in the way the U.S. Census Bureau has defined "traditional family"

The degree to which an immigrant has adapted to his or her new culture is known as _____.

acculuration

Which of the following is a current American value?

active

When did Americans begin to place increased emphasis on leisure, immediate gratification, and sensual gratification?

after the end of World War II

Which of the following characteristics is the household life cycle based on? (Select all that apply.)

age of children marital status of the adult members presence of children age of the adult members

Which of the following are bases for subcultures in the U.S.?

all of the above Answers: ethnic groups geographic areas religions

Many Jeep owners join a Jeep ________ and attend events such as Jeep Jamboree and Jeep 101.

brand community

Which of the following are NOT part of the model of marketing strategy and consumer behavior presented in the text?

cash flow analysis

Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity

cause marketing social marketing

Target stores give 1 percent of a customer's purchase to a school of his or her choice if the customer uses a Target Visa credit card to pay for purchases. Target will also donate 0.5 percent of all other purchases made on that card. This is an example of _____.

cause-related marketing

Maria is analyzing the baby boom generation by describing and explaining its attitudes, values, and behaviors as well as predicting its future attitudes, values, and behaviors. Maria is conducting a _____ analysis.

cohort

Maria is analyzing the baby boom generation by describing and explaining its attitudes, values, and behaviors as well as predicting its future attitudes, values, and behaviors. Maria is conducting a _____ analysis.

cohort analysis

While marketers must be sensitive to nationality-based differences, some variables create sufficient cultural homogeneity for most products and advertising campaigns targeted to the Hispanic market. Which of the following is one of those variables?

common language emergence of national Spanish-language media common religion emergence of national entertainment figures all of the above

Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley. Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate?

consciousness of kind

Harley-Davidson motorcycle owners who join a Harley group, Jeep owners who attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of ____

consumption subcultures

A shift back to an emphasis on postponed gratification in America would most likely _____.

decrease the use of credit

Harriett wants to describe the population of a new market in which her firm wishes to enter. She wants to describe the population in terms of its size, distribution, and structure. Which of the following should she use

demographics

Which of the following is a cultural factor that affects consumer behavior and marketing strategy?

demographics values language nonverbal communication

Selecting a target market involves all of the following EXCEPT

describing each group identifying product-related need sets grouping customers with similar need sets selecting an attractive group to target

Shoppers who care about mall essentials and brand-name merchandise are known as _______ shoppers

destination

Budweiser is a popular brand of beer. Part of this company's market research of U.S. consumers looked at education levels of beer consumers. What education level is the likely consumer of beer (that with highest propensity to buy and consumer beer) to have attained

did not graduate high school

Men are more involved than ever in grocery shopping because of ______.

economics (the recent recession resulted in more men out of work) generational shifts (younger women are now more educated than men) masculine/feminine values (there is a shift to more balance)

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 the primary agent of consumer socialization?

family

_____ is the process by which decisions that directly or indirectly involve two or more family members are made

family decision making

What is the basis for virtually all societies?

family unit

Which is a product or service that often needs modification when targeting gay consumers?

financial services

Tony and Katie are in their 50s, and both have careers that keep them very busy. However, their children are grown, so they have more free time and money than they used to have. Which type of product or service are they likely to spend LESS money on than they have in the past?

food at home

Which of the four segments of world citizens feels positively about international brands because they view them as a signal of higher quality?

global citizens

Which of the four segments of world citizens feels positively about international brands, values their symbolic aspects, and is less concerned about corporate responsibility?

global dreamers

The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don't deliver is known as ________.

greenwashing

When a couple has children, spending on which of the following do not usually decrease?

health care

What is the basic consumption unit for most consumer goods?

household

Typically families go through an orderly progression of stages, each with its own characteristics, financial situation, and purchasing patterns, which is the basic assumption of the ___________ approach.

household life cycle

Which of the following is NOT a reason the population of the United States has grown steadily since 1960?

increasing birth rate for most of the period

Laurie purchased an entertainment armoire from a national chain furniture retailer. Unfortunately, one of the doors did not operate properly, so she called the retailer to complain. A service representative was sent out to adjust the door, but just a few weeks later, the problem reoccurred, so Laurie called again and asked for a new armoire. The store manager said that another service rep would have to come out to determine if it was due to a manufacturer's defect before it could be replaced. Because the service representative failed to show up, the manager decided to offer Laurie a new armoire. Unfortunately, the replacement had the same problem and Laurie demanded her money back. Now she tells everyone she knows the problems she's had with this retailer. Which value most likely underlies Laurie's complaining behavior

individualism

injurious consumption occurs when:

individuals make consumption decisions that have a negative impact on their long-run well-being

James used his birthday money to buy a skateboard so that he can be out with his friends at the park skateboarding. Which type of materialism does this represent?

instrumental

Families considering the purchase of high involvement product such as a house, furniture, or a vacation, typically use which type of family decision making?

joint

The voluntary simplicity movement in America represents a shift in which value?

material/nonmaterial

Leigh is working on a research project for her marketing class, and her assignment is to study how Americans' values with respect to sensual gratification and abstinence have changed in the past 50 years. Which of the following would give her the BEST insight into these changes?

movies

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.

norms

Kim is a rape survivor. She posts a blog, which is her online journal, on a site that is specifically for others to share their experiences and support one another. She and others discuss services products that help them deal with the their trauma (e.g. therapy) as well as products that can help them maintain their own safety (e.g., handguns). Kim is participating in a(n) _____.

online community

Which of the following is NOT a guiding principle for marketing to online communities and social networks?

post marketing content so it does not stand out and appears as just another participant in the community

In Germany, one concern retailers have is ensuring that cash drawers have enough money to make change when consumers make purchases. One company went so far as to use a computerized model that monitored the weight of the cash drawer and signaled a need for replenishment. This is such a concern because consumers typically use cash to make purchases, which differs from other countries, such as the United States, where credit card use is more common. Which cultural value does this illustrate?

postponed gratification/immediate gratification

Which type of group includes family and friends, involving strong ties and frequent interaction?

primary group

Jane is interested in knowing occupational influences on purchases of satellite radio systems. Which of the following occupations are most likely to purchase this type of product?

professional, scientific, and technical

Which of the following are applications of consumer behavior?

regulatory policy marketing strategy informed inviduals

Which value has a strong influence on entrepreneurship and economic development as well as new-product acceptance?

risk taking/security

Each year, Tom and Vicki travel to their alma mater, Oklahoma State, to participate in Homecoming festivities with thousands of other alums. Which characteristic of brand communities does this illustrate?

rituals and traditions

Using one marketing strategy across various cultures is referred to as __________.

standardization

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)

Customer value is:

the difference between all of the benefits derived from a total product and all the costs of securing those benefits

What has been found to improve the results of cause-related marketing programs?

the fit between the company and the cause

A family purchase decision differs from an organizational decision in _____.

the level of emotion involved

A shift from a focus on sensual gratification to abstinence in America would most likely affect _____.

the types of advertising themes used

Before a marketer can successfully launch a brand in a foreign country, several nonverbal communication factors need to be understood. One of these factors is time, and international marketers must understand a culture's overall orientation toward time. This is known as a culture's _____.

time perspective

Lisa is a single mother of two and works two jobs to provide for her family and derives little or no satisfaction from employment. To which market segment would Lisa belong?

trapped working woman

Kiley and her kids were hungry and were trying to decide where to eat for dinner. After several minutes of bickering, Kiley decided where they were going to go. Her children balked at her decision and asked why she got to decide, and she said, "Because I'm your mother and I said so!" Which approach did Kiley use to resolve this family conflict?

use of authority

Which of the following is an online "pass-it-along" strategy?

viral marketing