Mkg 310 Exam 1

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

-demographics -lifestyles -media usage

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?

60-90

Which of the following is a factor influencing nonverbal communications? A. things B. relationships C. Space D. Symbols

All of the above

Which of the following statements is FALSE regarding Americans' environment-oriented values? A. Americans have long valued cleanliness B. Americans traditionally have not been very receptive to change. C. American's risk-taking orientation seems to be moving more toward taking risks D. Traditionally, nature was viewed as an obstacle. E. Americans are shifting back to a focus on performance rather than status.

B.

Which of the following is false regarding trends in the global youth market? A. Technology is mainstream and not restricted to developed countries B. U.S. brands are currently the leaders among global teens. C. A and B are false D. B and C are false

B. U.S. brands are currently the leaders among global teens.

Which is not true regarding glocalization? A. Standardized marketing can offer a cost savings. B. Uniformity is always possible C. Values and demographics require adapting to cultural differences D. An ad that appeals to some countries might be inappropriate in others E. All of these factors are true.

B. Uniformity is always possible

In which country is the concept of guanxi, which involves personal relationships, an important consideration?

China

Which index is published by the Human Rights Campaign Foundation and measures how equitably a company treats its GLBT (Gay, Lesbian, Bisexual, and Transgender) employees, customers, and investors?

Corporate Equality Index (CEI)

Which of the following is true regarding changes in American cultural values? A. Shifts in cultural values are not observable. B. Changes in values tend to occur quickly. C. Changes in values tend to occur evenly across individuals and groups. D. There is substantial variance in values across individuals and groups.

D

Which segment of environmental activists is highly dismissive of environmental concerns and doesn't believe global warming exists?

Eco-villains

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 generation is NOT part of the mature market?

Generation X

Erin is 12 years old. Which label is appropriate for Erin?

Generation Z

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

Healthy Indulgers

Which country has the largest percentage of its citizens older that 60 years of age?

Japan

Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?

Skeptic

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.

Which of the following statements regarding the masculine/feminine value is FALSE?

Women in South Korea frequently participate more in sports and exercise than men.

_____ are based on performance criteria over which the individual has some degree of control.

achievement roles

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

after the end of WWII

Individualism affects which of the following? A. incentive systems for sales people B. advertising themes C. product design D. Customer complaining behavior E. All of the above

all of the above

Since women are quite diverse as a group, what other factors must marketers also consider when designing marketing communications? A. ethnicity B. age C. life stage D. employment status E. all of the above

all of the above

Which of the following is a cultural factor that affects consumer behavior and marketing strategy? A. demographics B. values C. language D. nonverbal communications

all of the above

A products position refers to ____________ .

an image of the product in the consumer's mind relative to competing products

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

attitudes

Which generation refers to those individuals born during the dramatic increase of births (i.e., almost 80 million baby births) between the end of World War II and 1964?

baby boom generation

The upper-middle class achieve their social position primarily _____.

by their occupation and career orientation

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 or social marketing

Juan 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?

cohort

Which of the following is NOT evaluated when analyzing a company's own ability to meet customer needs?

competitors

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

conditions

Marketing strategy begins with ____________.

conducting a market analysis

__________ 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

Timothy and his wife are considering the purchase of a new car. In addition to the price, they are also considering the cost of insurance, gasoline, maintenance, finance charges, license fees. All of these factors combined represent the _________.

consumer cost

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

consumption

______________ are widely held beliefs that affirm what is desirable.

cultural values

Which of the following describes a population in terms of its size, distribution, and structure?

demographics

Generation Y is sometimes referred to as the _____.

echo boom

Marie has purchased a brand that she has purchased before. However the first time she used this brand, the product failed and she was dissatisfied. Unfortunately, the second time she purchased this brand, the same thing happened. She's frustrated and wants her money back but she doesn't feel as though she has any control over the situation. She's decided that she just needs to accept this poor quality and not expect so much from the next product she purchases. Marie can be described as a ______________.

fatalist

_____ refers to the traits of femininity and masculinity.

gender identity

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 of the following is NOT an application of consumer behavior?

human resource management

What is the first step in market segmentation?

identify product-related need sets

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

Which type of decisions involve very little effort or thought on the part of the consumer?

low-involvement decisions

Which social class has low incomes and minimal education, may be unemployed for long periods of time, and is the major recipient of government support and services provided by non-profit organizations?

lower-lower class

___________ includes advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products.

marketing communications

___________ values reflect a society's view of the appropriate relationships between individuals and groups within that society.

other-oriented

What are the two major ways time varies between cultures?

perspective and interpretation

Juan has segmented the market for boats and is currently analyzing each with respect to several factors, such as size, growth rate, competitor strength, fit with company image, distribution available, cost to serve, and risk before deciding which segment to target. Which step of market segmentation is Juan conducting?

selecting an attractive segment to serve

The population of the US is over 300 million people. With respect to demographics this number represents what?

size

One's position relative to others on one or more dimensions valued by society is known as one's _____.

societal rank

An estimate by the consumer of how much money he or she has available to spend on nonessentials is known as _____.

subjective discretionary income (SDI)

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

the customer's

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

the fit between the company and the cause

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

the types of advertising themes used

A shift away from a competition oriented society would most likely affect _____.

the use of comparative advertising

Which is an example of an environmental-oriented value?

tradition/change

Which of the following is NOT an other-oriented value? diversity/uniformity masculine/feminine limited family/extended family tradition/change individual/collective

tradition/change