MKTG 3730 Chp 6

What are two factors that should be combined with HLC to make it a more powerful market segmentation tool?

1. Education 2. Income

Rank Piaget's stages of cognitive development in sequential order. Place the first stage at the top and the last stage at the bottom

1. The period of sensorimotor intelligence 2. The period of preoperational thoughts 3. The period of concrete operations 4. The period of formal operations

What are two common characteristics associated with the younger members of the Single Parent I group?

1. Very low income 2. Limited education

What three groups comprise the Empty Nest I segment of the American household cycle?

1. middle-aged married couples whose children have left home 2. middle-aged childless couples 3. second marriages with the children from the first marriage living elsewhere

What four things help determine the roles of the members of a family in making purchase decisions?

1. the family's culture and subculture 2. the personal characteristics of the family members 3. the role specialization of various family members 4. the degree of involvement of each family member in the product area of concern

In the traditional view of the family life cycle, people typically married when they were in their

20s

Match the aspects of consumer socialization to their descriptions

Consumption-related preferences = They refer to the values, attitudes, and knowledge that cause people to attach differential evaluations to brands, products, and retailers Consumption-related attitudes = They refer to cognitive and affective orientations toward marketplace stimuli such as warranties, salespeople, advertisements, and so forth

Which scenario represents the "making requests" stage of McNeal's model?

Frank's two-year-old daughter sits in the cart and points to things she likes at the grocery store

What type of products were associated with the traditional husband-dominated family decision making situation?

Life insurance

How can the transition from the Young Married stage to the Full Nest I stage affect the members' lifestyles?

May need to move to a larger residence

Mallory is 41 years old and has a successful health care career. She lives on her own in a luxury condo on the lakefront and likes to eat at expensive restaurants for dinner. Which category of the household life cycle does she represent?

Single II

Frances is a retired widow. She lives on a budget and is very aware of prices when she shops. She spends a lot of her time watching television. Which group of the household life cycle does she belong to?

Single III

Marketers aggressively pursue children as consumers because

brand loyalties developed at a young age produce long-term returns

Marketing to children is often considered to be unethical because

children have limited information-processing skills

The process by which young people acquire attitudes, knowledge, and skills relevant to their functioning as consumers in the marketplace is known as

consumer socialization

Members of the _____ group in the American household life cycle produced a new phenomenon of a large number of middle-aged couples entering into parenthood for the first time

delayed full nest I

Middle-aged (35 to 64) married Americans who have no children living at home from the _____ segment of the American household life cycle

empty nest I

The traditional view of the family life cycle was a useful tool for marketers because it assumed that

families go through an orderly series of stages

The vertical axis in the HLC/occupational category matrix represents problems a household will likely encounter while the horizontal axis represents a

group of skill levels for work

Households are critical to the consumption process because they

help to socialize children and directly influence the consumption process

The basic units of consumption for most consumer goods like clothing, automobiles, and appliances are

households

It is common for members of the Single II group to

live alone

Which category of Americans belongs to the Full Nest II stage of the household life cycle?

middle-aged married couples with children over age six living at home

In a family, while the choice of a product made be made by someone else, the _____ typically makes the actual purchase

parent

Single Americans over 64, who are generally retired, fall into the ______ category of the household life cycle.

single III

In the American household life cycle, the ______ stage includes young unmarried individuals with young children

single parent I

Middle-aged single parents who have children at home belong to the ______ group of the American household life cycle

single parent II

The basic framework in which consumer socialization occurs is provided by

the family

Which category in the household life cycle includes the primary consumers of all kinds of lessons like piano lessons, dance lessons, and gymnastics lessons?

Full Nest II

True/False: Members of the Single I group within the household life cycle would be a good market for convenience-oriented household products

True

Marketers should take into account that a main difference between members of the Delayed Full Nest I group and younger new parents is

income level

Unlike step families, traditional families in the United States are declining due to the

increase in single-person households

In the context of family decision making, what three things should marketers do within each of their company's target markets?

1. Identify the interests and motivations of each family member 2. Create a marketing strategy that satisfies the needs of each family member 3. Identify the family members that are involved at each stage of the decision process

What two factors do researchers use to create the models within the household life cycle?

1. Marital status of adult members 2. Age of adult members

What are two characteristics associated with members of the Empty Nest II group?

1. Married 2. Over age 64

Alyssa wants to purchase a sensible minivan for their family but her husband thinks they should buy a full-size truck because it looks more sporty. They finally agree on a large SUV that fits their family and looks sporty. Which approach did they use to resolve the purchase conflict?

Bargaining

True/False: Family purchase roles are not influenced by the society a family belongs to

False

In the American household life cycle, the _____ group is compromised of people who have never married and people who are divorced with no child-rearing responsibilities

middle-aged single

Across the household life cycle, _____ make 85% of household purchases

moms

Instrumental training occurs when a parent tries to garner a response by using

reasoning

What type of household is not recognized by the US Census Bureau as a family?

unmarried-partner households

Lillian reminded her daughter not to eat too many sugary snacks after school because it wasn't healthy. As a result, her daughter tries to eat cut up vegetables and cheese after school. What is this an example of?

Instrumental training

How is the household life cycle useful to marketers?

It helps them segment markets according to its various stages

Shelby's son is three years old. Unlike last year, he now associates more and more words with the object they refer to. Which of Piaget's stages is Shelby's son in?

Preoperational thoughts

Which two product categories would be especially appealing to members of the Single I group of the household life cycle?

1. Nice apartments 2. Fashionable clothing

How do parents teach their children consumer skills, consumption-related preferences, and consumption-related attitudes both deliberately and casually?

1. through modeling 2. through instrumental training 3. through mediation

As indicated by the household life cycle, marketers are especially interested in targeting moms because they make _____ of household purchases

85%

Match the basic approaches that individuals use for conflict resolution to their descriptions

Bargaining = Attempting to reach a compromise Impression management = Misrepresenting facts in order to win Use of authority = Claiming role appropriateness or superior expertise Reasoning = Using logical arguments to win Playing on emotion = Withdrawing from the discussion or using the silent treatment Additional information = Obtaining more data or a third-party opinion

In the traditional family decision making process, the influence of what category was ignored?

Children

Jill scoffed at the newspaper ad promoting designer haircuts for $25. She told her roommate, "I would never get my haircut there. My mom always said you get what you pay for." Which aspect of consumer socialization is affecting her purchase decision?

Consumption-related attitudes

Which group would be more likely to spend heavily on childcare costs and also be able to make more significant retirement investments?

Delayed Full Nest I

Which of these consumers is making a purchase based on modeling?

Derek buys Krispy-Time potato chips because they're the brand his mother always bought

Match the types of households to their descriptions

Family household = It has at least two members related by birth, marriage, or adoption, one of whom is the householder (person who owns or rents the residence) Nonfamily household = It has a householder (person who owns or rents the residence) living along or exclusively with others to whom he or she is not related

Why is the Single I group in the household life cycle continuing to grow?

Generation Y is delaying marriage

Which of these individuals would be considered the "initiator" in the family purchase process?

Haley is a college students who needs to replace the brakes and transmission on her car. She decides to talk to her parents about buying a new one.

What does the contemporary American household life cycle assume?

Households move into a variety of relatively distinct categories over time

Match the roles that appear in family decision making to their descriptions

Initiator = A family member who is the first to identify a need or to start the purchase process Information gatherer = A family member who has interest and expertise in a particular purchase Influencer = A family member who plays a large part in determining the criteria considered, the alternatives evaluated, and the final decision in the purchase process Decision maker = A family member who makes the final choice in the purchase process Purchaser = A family member who actually buys a product User = A family member who utilizes the product that is bought

Match the concepts in the process of consumer socialization to their descriptions

Instrumental training = This refers to a parent or sibling specifically and directly attempting to elicit certain responses in a child through reasoning and reinforcement Modeling = This refers to a child learning appropriate, or inappropriate, consumption behaviors by observing others Mediation = This refers to a parent altering a child's initial interpretation of, or response to, a marketing or other stimulus

Which group belongs to the Delayed Full Nest I stage of the American household life cycle?

Middle-aged baby boomers and Generation Xers who had their first child in their mid-thirties

Match the stages of McNeal's model of how children learn to shop to their descriptions

Observing = Children first make sensory contact with the marketplace and form mental images of it in this stage Making requests = Children begin to point and gesture as well as use statements to indicate to their parents that they want an item Making selections = Children get an item off a shelf without assistance as their first act as an independent consumer in this stage Making assisted purchases = Children understand the value of money and use their own money to purchase selected items for the first time in this stage

Match Piaget's stages of cognitive development in a child to their descriptions

The period of sensorimotor intelligence = Behavior in this period is primarily motor, and the child does not yet think conceptually The period of preoperational thoughts = The development of language and rapid conceptual development occurs in this period The period of concrete operations = The child becomes able to apply logical thought to concrete problems The period of formal operations = The child's cognitive structures become their most developed, and the child becomes able to apply logic to all classes of problems

Match the types of families to their descriptions

Traditional family = It refers to a married opposite-sex couple and their own or adopted children living at home Stepfamily = It refers to a married-couple family household with at least one child under the age of 18 who is a step child, a son or daughter through marriage

Carrie and Daveed were married last summer after graduating from college. They recently bought a house and are in the midst of buying furniture, kitchen appliances, and other household items. Which stage of the household life cycle are they in?

Young Married: No Children

Which of these categories would be included in the Single I group of the household life cycle?

Young, unmarried individuals

According to the Census Bureau of America, a household refers to

all the people who occupy a housing unit

Capabilities necessary for purchases to occur, such as understanding money, budgeting, product evaluation, and so forth, are known as

consumer skills

______ are an integral part of consumer socialization with which children learn to shop, compare brands, and budget their available resources

consumer skills

Tyrone and Cristina have been married for over 40 years, and they are both in their 70s. Their children have already married and left home, and the two of them often take their grandchildren on vacations. Which group of the household life cycle do they most likely belong?

empty nest II

The process by which decisions that directly or indirectly involve two or more family members are made is referred to as

family decision making

A marketing firm would use the HLC/occupational category matrix to

isolate a problem of interest to the firm

The US Census Bureau does not recognize unmarried-partner relationships as family because it bases the definition of family on

marriage, birth, or adoption

In the American household life cycle, the ______ group is comprised of people who have never married and people who are divorced with no child-rearing responsibilities.

middle-aged single

People in the 35-to-64 age category from Generation X and the Baby Boom generation who are single belong to the __________ group in the American household life cycle

middle-aged single

Couples in the Young Married: No Children category would tend to spend heavily on

restaurant meals

Anya is a middle-aged, unmarried American woman with a successful career. She longed for a family of her own and decided to adopt a child from her native country and raise him as her own. Which category of the household life cycle did she fall into after this decision?

single parent II

A marketer should analyze family decision making within each of his or her company's largest target markets because

the family decision-making process varies across market segments

Which group of people are found in the Full Nest I stage of the American household life cycle?

young married couples with children