MAR4503 Midterm Content

Approximately what percentage of the U.S. population has a high school degree?

87%

Malcolm is studying subcultures in the United States. He is trying to identify the subculture that has the highest education levels and median household incomes. Which ethnic group meets these criteria?

Asian Americans

Which segment of the African American market identified by Yankelovich is younger, male, brand conscious, stressed out about school and work, and the heaviest users of such technology as blogs and IM.

Black Onliners

Which of the following is NOT a segment of the African American market identified by Yankelovich?

Black is Beautiful

Services that aid consumers in their search and decision making on the Internet are known as _____.

Bots

_____ 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

Henry was born in the United States, but his parents were born in China. He was brought up to be subordinate to his father and his elders, and, when he marries, he will expect his wife to be subordinate to him. Henry is influenced by _____.

Confucianism

_____ 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.

Consumer behavior

Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?

Consumer decisions are rational and functional; otherwise they do not involve decisions per se.

What has research revealed regarding consumers' variety-seeking behavior?

Consumers are more likely to become bored on sensory attributes such as taste.

_____ are widely held beliefs that affirm what is desirable.

Cultural values

_____ 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

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

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

Which of the following is an important means of reaching virtually all of the native-language speakers of any nationality nationwide?

Direct broadcast satellite (DBS)

Generation Y is sometimes referred to as the _____.

Echo Boom

_____ values prescribe a society's relationship to its economic and technological as well as its physical environment.

Environment-oriented

Chrysler sponsored Patti LaBelle's "The Gospel According to Patti" concert tour in 2006 in which Chrysler offered test drives before each concert and donated $5 for each test drive to Ms. LaBelle's chosen charity. This marketer is using _____ to reach this market.

Event marketing

_____ involves creating or sponsoring an event that has a particular appeal to a market segment.

Event marketing

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?

Extended decision making

All of the brands thought of as potential solutions are known as the consideration set.

False

Asian Americans are predicted to be the fastest growing ethnic subculture in the United States between 2010 and 2030.

False

Cultures are static and rarely change.

False

Generation X is facing the major challenge of being the caretaker of their parents.

False

India is a homogeneous country.

False

Many upper-upper class consumers exhibit "conspicuous consumption.

False

One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training.

False

Product features, price, communications, distribution, and services together are often referred to as customer value.

False

The three types of decision making are rebuy, limited, and extended.

False

When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur.

False

Which generation is NOT part of the mature market?

Generation X

Which generation was the first to gain a very broad view of a family, which may include parents, siblings, stepparents, half-siblings, close friends, live-in lovers, and others?

Generation X

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

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

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

Which of the following ethnic groups is predicted to have the youngest median age in the United States in the year 2015?

Hispanics

Which of the following is predicted to be the fastest growing ethnic group in the United States between 2010 and 2030?

Hispanics

Which of the following is NOT a country from which Arab Americans come?

Israel

_____ 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

_____ include(s) advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products.

Marketing communications

Which of the following statements is FALSE regarding appropriate alternatives?

Marketing strategy that focuses only on creating awareness is adequate.

_____ are the arbitrary meanings a culture assigns actions, events, and things other than words.

Nonverbal communication systems

Liz Claiborne is a brand of clothing, accessories, and home products. Brand managers at this company are trying to learn which internal influences impact their customers' needs and desires most. Which of the following is a possible internal influence these managers should examine?

Personality

Which of the following statements regarding age is true?

Proper age positioning is critical for many products. Age affects a consumer's self-concept and lifestyle. Our age shapes the media we use. Analyzing age cohort groups or generations often provides more meaningful segments and marketing strategies than merely looking at census age groups. ---> all of the above

Which subculture of Hispanics tends to have incomes well above the others?

Puerto Ricans and Cubans

Which of the following statements is FALSE regarding information search?

Searching for information is free.

_____ values reflect the objectives and approaches to life that the individual members of society find desirable.

Self-oriented

A hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values, and lifestyles is known as a _____.

Social Class System

Which one of these factors is NOT true regarding glocalization:

Standardized marketing can offer a cost savings. ---> Uniformity is always possible. Values and demographics require adapting to cultural differences. An ad that appeals to some countries might be inappropriate in others

Brand managers at Tommy Hilfiger, a famous brand of clothing, are increasing their efforts to reach the Hispanic teen market. Which of the following would have the greatest impact on this market by helping Hispanic bicultural teens differentiate from the U.S. mainstream?

Stress an urban and Spanglish twist on their brands.

Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?

The firm has a small percentage of the market.

Which of the following statements is FALSE regarding African American Internet usage?

The percentage of college-educated African Americans who use the Internet is the same as the general population.

Which boomer segment, identified by Focalyst, is highly connected with friends and community, which may explain their positive outlook?

Tomorrow

Marketing strategy is formulated in terms of the marketing mix; that is, it involves determining the product, features, price, communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is often referred to as the _____.

Total Product

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

True

A target market is that segment(s) of the larger market on which a company will focus its marketing effort.

True

America is basically a secular society

True

Consumer behavior is a complex, multidimensional process.

True

Market characteristics that influence the expected benefits and perceived costs of search include the number of alternatives, price range, store distribution, and information availability.

True

Marketing across cultural boundaries is a difficult and challenging task.

True

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

True

Variety-seeking behavior is a challenge to marketers because it means the consumers switch brands for reasons beyond a company's control.

True

Earl did not complete high school and works as a janitor at two jobs. His income is very low, and he does not possess any skills to help him get a better paying job. Which social class best describes Earl?

Upper-Lower Class

Which social class consists of skilled and semiskilled factory, service, and sales workers?

Working Class

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

acculturation

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

Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their _____.

awareness set

According to the media consulting group, SmartReply, the best text message programs involve which of the following?

build an "opt-in" database develop the text message "ad" roll out the campaign include a hook as to why they are being contacted, call to action, and an "opt-out" ---> all of the above

The upper-middle class achieve their social position primarily _____

by their occupation and career orientation

Which marketing strategies are appropriate for limited decision making?

capture strategy and intercept strategy

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

Which of the following is NOT a type of consumer decision making discussed in your text?

complex decision making

Which of the following is a component of a market analysis?

conditions

Jamie is developing a thorough understanding of his company's own capabilities, the capabilities of current and future competitors, the consumption process of potential customers, and the economic, physical, and technological environment in which these elements interact. Which step in the marketing strategy process is Jamie performing?

conducting a market analysis

Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search?

consumer characteristics

Marketers that wish to expand internationally need to understand a culture's widely held beliefs that affirm what is desirable. To do this, marketers should study _____.

cultural values

Norms are derived from _____.

cultural values

Dale has to write a research report about Poland in his International Marketing class. One aspect he must learn about the country is its size, structure, and distribution. What does this represent?

demographics

Which approach to problem recognition examines emotions associated with certain problems?

emotion research

Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____

evaluative criteria

Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his _____.

evoked set

The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent?

extended decision making

Which type of search can involve independent sources, personal sources, marketer-based information, and product experience?

external search

Research shows that the most important search-related use of the Internet is _____.

finding information

Which demographic factor has the least influence on U.S. adult Internet usage?

gender

Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?

generic problem recognition

Taittinger is a famous champagne maker in France. Part of this company's market research of U.S. consumers looked at education levels of champagne consumers. What education level is the likely consumer of champagne to have attained?

graduated college

Which of the following variables is associated with cognitive age?

health education income social support ---> all of the above

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using?

human factors research

Which type of consumer problem is one of which the consumer is not aware?

inactive

Jake is in the market for a new car. He's looking at brands such as Mercedes, Lexus, and BMW because he feels they tell other people that he's successful in life. This is an illustration of which value?

individualism

Brands that are found completely unworthy of further consideration are members of the _____.

inept set

Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?

maintenance strategy

Which marketing strategies are appropriate for nominal decision making?

maintenance strategy and disrupt strategy

Stephanie and her husband are considering the purchase of a 52" plasma television. They have visited several manufacturers' websites, looked at the ads in the Sunday newspaper, and have spoken with sales people at several electronics stores. Which source of information are they using?

marketing sources

Which of the following is enabling the growth of a global culture?

mass media work education travel ---> all of the above

Consumers 55 years of age and over constitute the _____ market.

mature

Elsie and her two sisters are all in their mid- to late-sixties. They are part of the _____ marke

mature

Ralph is very prompt. If he says he will be there at 10:00 a.m., he will be there exactly at that time. Furthermore, he will not begin another task until he is completely done with the one he is currently working on. Which time perspective does Ralph have?

monochronic

Which situation tends to increase perceived risk?

multiple item purchases & gift giving

Every winter, Laurie's skin becomes very dry and results in painful cracks in her skin on her fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this problem, so she stops at the store to pick some up. Which type of decision making has occurred?

nominal decision making

All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

normal depletion

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

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

Rod is surveying consumers to gain a better understanding of his restaurant's image relative to competing restaurants. Rod is concerned with his restaurant's _____.

position

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 U.S., where credit card use is more common. Which cultural value does this illustrate?

postponed gratification/immediate gratification

Quaker introduced its "Quaker Oats to go" bar and marketed it as a healthy and convenient breakfast choice. Quaker's marketing message is designed to help the consumer to _____.

recognize a problem & acknowledge breakfast as important and make it a priority in the their busy day

Which of the following is an example of a self-oriented value?

religious/secular

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?

repeat purchase decision

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

risk taking/security

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

What is the LAST step in market segmentation?

selecting an attractive segment(s) to serve

The totality of an individual's thoughts and feelings about him- or herself is known as _____.

self-concept

The population of the United States is over 300 million people. With respect to demographics, this number represents _____.

size

Mia is concerned how her marketing activities will affect individual consumers as well as society at large. Mia is implementing _____.

social marketing

Radian6 is a leader in the field of

social media measurement & consumer problem discovery

Which of the following is a nonmarketing factor affecting problem recognition?

social status previous decisions motives situation ---> all of the above

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

A completely nominal decision does not even include consideration of

the "do not purchase" alternative

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

the customer's