MAR4503 quiz 1

applications of consumer behavior

1. Marketing Strategy 2. Regulatory Policy 3. Social Marketing 4. Informed Individuals

What is the approximate population of the United States today?

316 million

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

60-69

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.

The U.S. Census reports Native Americans by _____.

A. one tribe only B. one tribe only or in combination with another tribe C. one tribe only or in combination with another tribe plus in combination with any other race

Nick is 23 years old and trying to balance school and work so that he can afford to buy the latest iPhone to keep in touch with his friends. Which African American market segment identified by Yankelovich best describes Nick?

Black Onliners

Which African American market segment identified by Yankelovich is older, upper middle class, heavily online, prefers Black advertising, and strongly supports "Buying Black."

Boomer Blacks

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 of the following statements is FALSE regarding youth and age?

Children in all countries have a significant influence on purchases

_____ is the process of describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors.

Cohort analysis

Xavier was born in 1940. He was too young to remember World War II, and he matured during the prosperous years of the 1950s and early 1960s. His favorite singer was, and still is, Elvis Presley. To which generation does he belong?

Depression generation

_____ subcultures are defined as those whose members' unique shared behaviors are based on a common racial, language, or national background.

Ethnic

The Hollingshead Index of Social Position (ISP) is based on four socioeconomic factors: occupation, source of income, house type, and dwelling area.

False; marital status, retired/employed status, educational attainment, and occupational prestige

Shondra is an African American who can't afford to go out after work, so she spends a lot of her free time watching television and visiting her friends. She doesn't use brands to indicate to others her style and identity and tends to be more price sensitive than others. In terms of Yankelovich's segments of African Americans, which one best describes Shondra?

Family Struggles

The generation of Asian Americans which was born in the United States to immigrant parents is sometimes referred to as _____.v

Generation 2.0

Which generation was born between 1965 and 1976?

Generation X

The newest generation born after 1994 is referred to as _____.

Generation Z

Which of the following statements is true regarding marketing to Asian Americans?

Geographic concentration is aiding marketing efficiency.

Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According to the Bureau of the Census, Juan would be classified as a(n) _____.

Hispanic

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 segment of Asian Americans identified by Market Segment Research is younger, has moderate identification with their native culture, tends to be bilingual, and are spontaneous, materialistic, and impulsive shoppers who are concerned with status and quality?

Living for the Moment

Which segment of the African American market identified by Yankelovich is younger, has the highest education and income, and is positive about the future?

New Middle Class

Which religion heavily influences the Hispanic culture?

Roman Catholicism

Which of the following is true regarding the size and distribution of the population of the United States?

The growth has not been even throughout the United States. The growth has not been even throughout the United States.

According to the Pew Hispanic Center, which generation of Hispanic adults is born in the United States to U.S.-born parents, has the highest education and income levels, is most likely to identify themselves as Americans, is most likely to have English as the primary language, and is somewhat less likely to ascribe to traditional values?

Third generation adults

Maria's grandparents immigrated from Mexico, but her parents were both born in the United States. She has an MBA and earns the highest income in her family, she identifies herself as an American, speaks English as her primary language, and does not ascribe to the traditional values of her grandparents. In terms of the Pew Hispanic Center's generations of Hispanic adults, to which generation does Maria belong?

Third generation adults

Which one of these factors is not true regarding glocalization:

Uniformity is always possible.

Which of the following is a key consideration for each geographic market that a firm is contemplating?

What needs can this product or a version of it fill in this culture? What are the distribution, political, and legal structures for the product? In what ways can we communicate about the product?

Bicultural Hispanic teens tend to ____.

acculturate by adding another culture, not by replacing their first culture

Which of the following is included in marketing communications?

advertising, sales force, public relations, and packaging

Disney World in Orlando, FL has several theme parks, resorts, restaurants, and stores. Each is intentionally created to offer a memorable event for visitors. For example, the Wilderness Lodge is a large resort hotel on the grounds, and everything within it is made to look like log cabins and pioneer days. Even the casual restaurant has the wait staff dressed in pioneer costumes, and they put on funny little skits when they are waiting on customers. Which of the following best describes what Disney is selling?

an experience

Which culture has traditionally valued the wisdom that comes with age?

asian

Which of the following is an internal influence on consumer behavior?

attitudes

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

_____ is everything the consumer must surrender in order to receive the benefits of owning/using the product.

consumer cost

Most economically developed societies are legitimately referred to as _____ societies.

consumption

_____ is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.

culture

external influences

culture, subculture, demographics, social status, reference groups, family, marketing activities

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 _____.

customer value

Which of the following is used to describe a group of consumers with similar needs sets?

demographics, lifestyles, and media usage

Talbot's is a women's clothing store that offers classic fashions at a slightly premium price (i.e., a wool skirt typically costs over $100). During the process of market segmentation, Talbot's identified a group of consumers who are larger than average women yet still want stylish clothing. Further research into this segment revealed that these women tend to be between the ages of 35 and 50, are career-oriented, have a household income over $50,000, and are married with children under the age of 18 living at home. This group is also heavy users of magazines and newspapers as well as prime-time television. Which step of market segmentation does this describe?

describing each group

The United States is comprised of a culture that accepts a wide array of personal behaviors and attitudes, foods, dress, and other products and services. Thus, the United States values _____.

diversity

Sam has learned that a country to which his company desires to expand places a high value on cleanliness and admires nature immensely. Which category of cultural values does this represent?

environment oriented

Adjusted gross income (AGI) is an estimate by the consumer of how much money he or she has available to spend on nonessentials.

false

Education is probably the most widely applied single cue we use to initially evaluate and define individuals we meet.

false

The baby boom generation is the first American generation to seriously confront the issue of "reduced expectations."

false

The newest generation born after 1994 is known as the Millennials.

false

While culture heavily influences marketing strategy, culture is not influenced by marketing strategy.

false

Marketing strategy begins with objective setting.

false it starts with marketing analysis

Nick was born in 1972. As long as he can remember, his mother worked outside the home. When he was 12, his parents divorced, which was hard on him, but the same thing happened to several of his friends. When both of his parents remarried, his view of a family changed to include all of his step-sisters and brothers. To which generation does he belong?

generation x

Which one 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 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 dreamers

People in this group retain their physical health, but life events (i.e., death of a spouse) have reduced their self-concept and they become withdrawn.

healthy hermits

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

healthy indulgers

Which of the following is the largest ethnic subculture in the United States?

hispanic

What is the first step in market segmentation?

identify product-related need sets

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

income and accumulated wealt

What are the two types of materialism?

instrumental and terminal

Nouveaux riches are most commonly associated with the _____.

lower-upper class

What is the largest single influence on the movement toward uniformity in the global youth market?

mass media

Asian societies (i.e., Japan) value collective activity. That is, consumers look toward others for guidance in purchase decisions and do not respond favorably to promotional appeals focusing on individualism. Which category of cultural values does this represent?

other oriented

Which is NOT an external influence on consumer behavior?

perception

internal influences

perception, learning, memory, motives, personality, emotions, attitudes

A(n) _____ is anything a consumer acquires or might acquire to meet a perceived need.

product

Which outcome of marketing strategy produces the revenue necessary for the firm to continue in business?

sales and profits

Violation of cultural norms results in _____, or penalties ranging from mild social disapproval to banishment from the group.

sanctions

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

With respect to demographics, which of the following refers to the number of individuals in a society?

size

_____ is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole.

social marketing

Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as _____.

subcultures

Which type of materialism is the acquisition of items for the sake of owning the item itself?

terminal

It is critical that a firm consider value from which perspective?

the customers

consumer behavior

the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires

A culture's overall orientation toward time is known as its _____.

time perspective

A consumer's needs and desires are shaped by his or her self-concept and lifestyle.

true

A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior.

true

Economically developed societies are often referred to as marketing societies.

true

Gerontographics is one segmentation approach to the mature market that incorporates aging processes and life events to the physical health and mental outlook of older consumers.

true

More than 80 percent of Arab Americans are U.S. citizens.

true

The changing and expanding roles of women throughout much of the world is creating new opportunities as well as challenges for marketers

true

The color blue connotes femininity in Holland but masculinity in Sweden and the United States.

true

Tracking consumers' online activity and sending them specific banner ads based on that activity is known as behavioral targeting.

true

Which of the following is NOT a factor influencing nonverbal communications?

values

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 aristocrat