MKT201 CHAP 9-15

D

Sixteen-year-old Michael wanted a car. One evening while his father was paying bills, Michael looked over his father's shoulder and saw how much money had been placed in the checking account. He whistled. "I thought you said that you didn't have enough money to buy me a used car. In just one month you could buy me the car I want." Michael's father then gave him a lecture on the differences between income and what was left over after money was spent on utilities, mortgages, insurance premiums, and food. "Total income," his father said, "is not the same as ________ income, the source from which your unnecessary car would have to come." a. wealth b. managed c. perpetual d. discretionary

B

Social class appears to be a poor predictor of purchases that have symbolic aspects and low to moderate prices (such as liquor and cosmetics). a. True b. False

D

Social class has been difficult to measure; therefore, many researchers simply ask respondents to identify the social classes of different individuals. This is referred to as the ________ method of measuring social class. a. second-person b. class-subjective c. third-order d. reputation

A

Social class is a strong predictor of purchases that have symbolic aspects, but low to moderate prices. Which of the following is the best example of a product with those characteristics? a. liquor b. cars c. homes d. refrigerators

d

Social networking is an integral part of what many call ________, which is like the Internet on steroids. The key change is the interactivity among producers and users. a. the Jobber Station b. the mega Web c. the inner Web d. Web 2.0

D

Stephanie's parents are considered to be blue collar; however, her dad owns a construction company and performs mostly white-collar duties. Her mother runs an office cleaning company from their home. The couple earns about $90,000 a year and is able to send Stephanie and her two sisters to the state university close to their hometown. Based on this description, which of the following contemporary views of the American class structure best describe Stephanie's family? a. Upper-Upper b. Lower-Upper c. Lower-Lower d. Middle Class

c

Susan loves showing homes to new buyers. She is good at what she does, and she can always show a home in its best light. Recently, Susan has been getting more and more Asian-American buyers. She has found that she has had to take some time to study ________, which controls the flow of positive energy through a home and brings good luck, if she is to be successful with these buyers. a. bio-light b. transactional flow c. feng shui d. song ki

A

The "thrill of the hunt" is a hedonic shopping motive. a. True b. False

B

The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities. a. normative b. comparative c. selective d. coercive

A

The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society is a definition of ________. a. culture b. social class c. the family life cycle d. a reference group

B

The elderly market is well suited for segmentation. The primary reason for this is that these consumers ________. a. are affluent b. are easy to identify by age and stage in the family life cycle c. watch a great amount of television d. will answer almost any question posed to them

B

The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers. a. True b. False

B

The psychological dimension of time or how it is experienced is an important factor in what mathematical study? a. polychronic activity b. queuing or queuing theory c. temporal tasking d. physical metrics

D

Tyler returned home after college to live with his parents. This was to be a temporary arrangement; however, days became months and months became three years. Tyler's dad wonders if he will ever move out and get his own apartment. Tyler is part of an increasing trend called ________. a. drop-out kids b. DINKS c. failure "Xers" d. boomerang kids

B

Victoria's Secret recruited college students to act as role models and brand ambassadors, giving away free-gift flyers and invitations to special screenings, in a marketing campaign aimed at ________. a. youth tribes b. tweens c. baby busters d. baby boomers

D

Wang Lin lives with his parents and siblings, as well as his grandparents and one uncle. Wang Lin lives with what is called a(n) ________ family. a. nontraditional b. universal c. nuclear d. extended

A

What is the most challenging aspect of marketing to Asian Americans, aside from language barriers? a. They are culturally diverse. b. They buy only from their native lands. c. They do not trust the American financial or credit system. d. They show little affinity for American-made products.

C

What is the popular title given to couples who have double incomes and have no kids? a. boom-babies b. fastlaners c. DINKS d. MUPPIES

B

When a B2B buyer purchases the same product over and over without modification, the buying strategy is known as a(n) ________. a. old task b. straight rebuy c. modified rebuy d. new task

B

When a retail customer senses a sudden urge that simply can't be ignored, the customer is experiencing unplanned buying. a. True b. False

C

When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ concept is being applied. a. cultural code designation b. social cluster c. taste culture d. reference code

A

When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to the risky shift effect. a. True b. False

C

Which functional area of culture is most closely related to the idea of a common worldview? a. ecology b. social structure c. ideology d. socio-psychology

A

Which of the following best describes a norm? a. A norm is what is considered normal within a group. They are so taken for granted that most people don't know what their norms are until they see one violated. b. Norms are the laws of a culture. They are behaviors that are so important that they are written into law. c. Norms are so "normal" to a group that even small children can describe them in detail to outsiders. d. Norms are the universal behaviors that set us apart as humans irrespective of the culture in which a person happens to live. Norms allows people to understand at least parts of other cultures.

C

Which of the following best describes the concept of a teenager? a. Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults. b. Most primitive cultures have isolated youth between 13-to-17 as being unstable and incapable of membership in adult life. c. The entire concept of being a teenager is a relatively new historical development that did not exist prior to about 60 years ago. d. The concept of a teenager began to appear in Western cultures about 200 years ago as a result of practices by Native American tribes.

D

Which of the following best explains why marketers view teens as "consumers-in-training"? a. Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behavior of their parents. b. Marketers typically do not begin targeting consumers until they are teenagers. c. Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions. d. Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

B

Which of the following distinguishes Asian Americans from other subcultures in the United States? a. Asian Americans constitute the largest subculture in the United States. b. Asian Americans are the best educated of any ethnic subculture in the United States. c. Asian Americans have the distinction of having a common language that acts as a unifying cultural d. agent.

B

Which of the following has led an increasing number of men and women ages 18 to 24 to return home to live with their parents? a. increasingly difficult college entrance requirements b. the shrinking job market c. shifting cultural attitudes toward nontraditional families d. the growing number of extended family living situations

D

Which of the following is NOT a reason that marketers have failed to use social class information as effectively as they could? a. They have ignored status inconsistency. b. They have ignored intergenerational mobility. c. They have ignored consumers' aspirations to change their class standing. d. They have ignored the impact of technology on social class.

B

Which of the following is NOT one of the rules for successfully engaging young consumers? a. Don't talk down. b. Use logic over emotion. c. Don't try to be what you're not stay true to your brand image. d. Show that you know what they're going through, but keep it light.

A

Which of the following is NOT one of the three distinct children markets? a. gatekeeper market b. influence market c. primary market d. future market

B

Which of the following is an example of utilitarian influence? a. An individual seeks information about various brands from a professional. b. An individual's decision to purchase a particular brand is influenced by the preferences of family members. c. An individual feels that the purchase of a particular brand will enhance the image others have of her. d. An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

C

Which of the following is an unpleasant psychological state? a. density b. arousal c. crowding d. expectancy

A

Which of the following is considered a limitation of e-commerce? a. expensive to order and then return b. lack of real-time pricing c. lack of reasonable delivery times d. lack of price information

C

Which of the following is considered a postpurchase process? a. the shopping experience b. mood c. consumer satisfaction d. shopping orientation

C

Which of the following is generally true about Asian Americans? a. They tend to be very brand loyal. b. They are not attracted to products that express material status. c. They are one of the least brand-loyal of all American subcultures. d. They are less likely than the average American to buy high-tech gadgets.

B

Which of the following is needed to predict purchases of expensive symbolic products? a. Only income data is needed. b. Both income and social class data are needed. c. Only social class data is needed. d. Only social class data is needed unless products are being purchased in the global market.

A

Which of the following is the best example of a hedonic shopping motive? a. A consumer shops to "hang-out" with friends at a local mall. b. A consumer shops because he is angry. c. A consumer shops to provide food for survival. d. A consumer shops because she is discouraged and depressed.

A

Which of the following is true about the phenomenon of nostalgia? a. Adults older than 30 are particularly susceptible, but people of all ages can feel nostalgic. b. Adults older than 50 are particularly susceptible to nostalgia, but people younger than 40 are more likely to reserve their warm feelings for future events. c. Most adults are about equal in the amount of nostalgia that they feel. d. Nostalgia is an important marketing variable, but researchers have no reliable methods of measuring it.

C

Which of the following questions would be LEAST likely to appear on a questionnaire designed to determine consumer confidence? a. "Would you say that you and your family are better off or worse off financially than a year ago?" b. "Will you be better off or worse off a year from now?" c. "Are you happy with your wife (husband)?" d. "Do you plan to buy a car in the next year?"

B

Which of the following reference group influence forms is most associated with the following situation? Carl knows that Bert has had experience with various types of motor oils because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare his brand against Quaker State. Bert tells Carl that Quaker State can't be beat for performance and durability. a. coercive influence b. information influence c. utilitarian influence d. value-expressive influence

C

Which of the following statements best describes a myth? a. A myth is a fiction that large numbers of people in a culture believe to be true. b. A myth is a story that people enjoy because it separates those in the know from those who are not culturally aware. c. A myth is a story containing shared cultural symbolic meaning. The story may literally be true or false,but it conveys some cultural truth. d. A myth is an old story that has existed for so long that everyone in a culture can relate to it through shared memories.

C

Within groups, informal rules of behavior are called ________. a. beliefs b. values c. norms d. interpersonal dynamics

A

Word-of-mouth has a more powerful effect on consumers than paid advertising does. a. True b. False

D

________ buyers are people who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale. a. Individual b. Consumer c. Global d. Organizational

B

________ income is the money available to a household over and above that required for a comfortable standard of living. a. Capital b. Discretionary c. Net d. Golden

B

________ marketers specialize in meeting the needs of organizations such as corporations, government agencies, hospitals, and retailers. a. Consumer b. Business-to-business c. Filter-down d. Horizontal

B

________ spend less than average on most products and services because their households are small and their incomes are low. a. A. DINKS b. Twentysomethings c. Thirtysomethings d. Seniors

C

A Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are all items bought and displayed as markers of social class. These products are ________. a. social inhibitors b. social parameters c. status symbols d. psychological blocks

C

A ________ is defined by a group of people who share an identity based on certain activities or art forms. a. culture b. subculture c. microculture d. clique

D

A child's stage of ________ reflects his ability to comprehend concepts of increasing complexity. a. sex-role socialization b. consumer socialization c. role differentiation d. cognitive development

D

A good definition of an extended family unit is ________ living together. a. one parent and at least one child b. two parents and at least one child c. two generations of a family plus one renter d. three generations of a family

C

A group composed of people that the consumer actually knows is called a(n) ________ reference group. a. aspirational b. tribal c. membership d. group

B

A membership reference group is made up of idealized figures such as successful business people, athletes, or performers. a. True b. False

B

A nuclear family is defined as ________. a. one parent and at least one child b. two parents and at least one child c. two generations of a family plus one renter d. three generations of a family

A

A number of specific decision roles are played when a collective decision must be made. The person who brings up the idea or need is the ________. a. initiator b. gatekeeper c. influencer d. buyer

A

A person in the middle class, but with an income at least 15 percent lower than the median for the middle class, would be known as a(n) ________ consumer. a. underprivileged b. lower-class c. desperate d. lower-middle class

A

A person with social power has the ability to alter the actions of others. a. True b. False

B

A primary group is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. a. True b. False

B

A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________. a. marketscape b. being space c. mindscape d. activity space

C

A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________. a. legend b. ritual c. myth d. folklore tale

B

A subculture is a group whose members share beliefs and common experiences that set them apart from others. Which of the following is the best reason supporting the validity of age being considered as a subculture? a. People of a certain age share the same genetic traits. b. People of the same age have common memories about cultural heroes and historical events. c. Age is a subculture because of the definitions adopted by the U.S. Census Bureau. d. Age has been traditionally thought of as a subculture and consumer behaviorists have seen no reason to modify that long-standing belief.

D

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys. a. market maven b. opinion leader c. mass media specialist d. surrogate consumer

C

A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. a. opinion group b. demographic group c. reference group d. focus group

A

According to a recent survey, the majority of women worldwide want what kind of families? a. smaller families b. larger families c. extended families d. nontraditional families

b

According to the ________ perspective, under the right circumstances a group of people is smarter than the smartest people within the group. a. mere exposure phenomenon b. wisdom of crowds c. deindividuation d. normative influence

C

According to the class structure outlined in the text, most medical doctors and university professors would be in the ________ class. a. upper-upper b. working c. upper-middle d. middle

D

According to the consumer behavior model presented in the text, the ________ includes the shopping experience, point-of-purchase stimuli, and sales interactions. a. antecedent state b. postpurchase process c. cognitive process d. purchase environment

A

According to the principle of least interest, the person who is least ________ has the most power in a relationship. a. committed to staying in the relationship b. susceptible to interpersonal influence c. susceptible to cultural pressures d. afraid of sanctions against nonconforming behavior

C

Advertising to teens typically depicts ________. a. respected adults recommending the product b. qualified experts explaining the benefit of the product c. "in" teens using the product d. family members of two or three generations using the product together

B

Age cohorts share similar problems because they are more genetically similar than are people from different cohorts. a. True b. False

A

All of the following are important components of social class EXCEPT ________. a. gender b. income c. educational attainment d. occupational prestige

D

All of the following are listed by the text as functional areas of a cultural system EXCEPT for ________. a. ecology b. social structure c. ideology d. socio-psychology

C

Although every culture is different, several dimensions appear to account for much of the variability among different cultures. Which of the following is NOT among those dimensions? a. power distance b. uncertainty avoidance c. general psychology d. masculinity/femininity

B

Although there are many differences between social classes, almost all these differences can be summarized by the differences that income makes in a person's life. a. True b. False

C

An age ________ consists of people of similar ages who have undergone similar experiences. a. sect b. file c. cohort d. conjoint

A

An age cohort consists of people who are of a similar age and have undergone similar experiences. a. True b. False

B

An individual's motivation to distance himself from a negative reference group can not be as powerful as his motivation to please a positive group. a. True b. False

A

Asian Americans look closely at brands but are not very brand loyal. This is likely the result of heightened status consciousness. a. True b. False

A

Charles lived in Maine, went to college in New Hampshire, and then moved to Boston to work. When Charles was 30 years old, he lost his job and moved back to live with his parents in Maine until he found another job. Charles would be called a boomerang kid by marketers. a. True b. False

A

Collective decision-making occurs when more than one person is involved in the purchasing process for products or services that may be used by multiple consumers. a. True b. False

C

Culture is best described as society's ________. a. attitude b. consciousness c. personality d. feelings

A

Cultures differ in terms of how influence is distributed and how people react to others who have more or less influence. This dimension of culture is called ________. a. power distance b. uncertainty avoidance c. masculinity/femininity d. individualism

D

Demographically, which of the following are the two most important characteristics of the Hispanic American market? a. It is a mature group with money to spend. b. It is a young group that has stabilized its growth rate in recent years. c. It is a young group that is now almost totally bilingual. d. It is a young group and the Hispanic family tends to be large in size

A

Discretionary income is the money available to a household over and above that required for a comfortable standard of living. a. True b. False

A

Education is one determining factor in who gets a bigger piece of the economic pie. a. True b. False

A

Ellen was asked to fill out a questionnaire. She described herself as more likely to engage in exercise, more likely to go out to bars and restaurants, and as consuming more alcohol than people in other age groups. Which of the family life cycle categories would Ellen best fit? a. young bachelors and newlyweds b. families with young children c. families with older children d. older couples without children

B

Evan was an aggressive, rich, and determined businessman originally from a working class family. He had become wealthier than he had ever imagined by buying and selling other businesses. Evan seemingly could do anything until he tried a hostile takeover of an old established bank owned by several prestigious families. When his bid failed, Evan said, "I always knew there was an elite but up to now I thought I was a part of it." What type of capital was Evan lacking? a. economic b. cultural c. psychological d. sociological

C

Every time Sue Samuels comes in from a long selling trip, she always makes sure to give reports to all her colleagues on knowledge she has gained and experiences she had while on the road. She has found that her "information tips" are a great way to set the stage for decision-making that she would like to go her way. Based on her actions, what role is Sue playing in her organization? a. initiator b. gatekeeper c. influencer d. user

A

FLC models relate to ________. a. how families change over the length of a marriage and the number of children b. the federal government's method of controlling the growth of B2B commerce c. the federal government's regulation of rental living conditions d. how the size of family units has changed over the last 100 years

B

Families have alternatives in purchasing. In a(n) ________ purchase decision, the group agrees on the desired purchase, differing only in terms of how it will be achieved. a. accommodative b. consensual c. contemplative d. authoritarian

A

For teens, buying products such as nipple rings and purple hair dye expresses the rebellion versus conformity conflict common to all teens. a. True b. False

A

If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power. a. referent b. informational c. legitimate d. coercive

D

If a couple follows the synoptic ideal in decision-making, the couple ________. a. acts as independent purchasing agents serving each person's individual needs b. acts independently but with a common goal in place c. argues about decisions, but eventually reaches some form of majority view d. makes joint decisions with a common purpose

B

If a fireman told you to leave your apartment, you would comply because the fireman has ________ power. a. information b. legitimate c. expert d. reward

A

If a social researcher wanted to investigate social status in a small city, her best choice for a questionnaire would be one that included questions or observations on education, area of residence, total family income per year, and ________. a. occupation prestige level of household head b. membership groups of the primary income earners c. ability to communicate via the Internet and other electronic communication channels d. ability to win friends and influence people

C

If at least one person lives at an address, this person and any other occupants of the address are considered to be a(n) ________. a. extended family b. nuclear family c. household d. mixed dwelling

D

In a ________ culture, members of the culture tend to be loosely knit and words carry most of the weight in messages. a.southern b.high c.northern d.low

B

In an organization, the initiator fills the role of trying to sway the outcome of the decision. a. True b. False

D

In many organizations, more complex organizational decisions tend to be made by a(n) ________ in which different individuals play different roles in the decision-making process. a. value chain b. purchasing network c. information blog d. buying center

A

Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________. a. reference group b. private luxury c. avoidance group d. brand community

D

Kimberly has been contacted eight times in the last week by a pushy telemarketer. She made the mistake of showing some interest in the product being sold and has not had much luck in getting rid of the caller. Which of the following forms of power is being exercised by the telemarketer? a. expert power b. referent power c. reward power d. coercive power

B

Like end consumers, organizational buyers are influenced by both internal and external stimuli. Which of the following is an example of an organizational buyer's internal stimuli? a. the nature of the organization b. the buyer's willingness to take risks c. the technological environment's impact on the organization d. the economic environment's impact on the organization

D

Many companies are finding that it's both cost efficient and productive to call on outsiders from around the world to solve problems their own researchers can't handle. The Internet provides a great mechanism for assembling the solutions. A new term to describe this form of outsourcing is ________. a. netsourcing b. B2B sourcing c. problem sourcing d. crowdsourcing

A

Many factors contribute to conformity. The Japanese are noted for valuing collective well-being and group loyalty over individual needs. Which of the following conformity factors best explains this behavior? a. cultural pressures b. commitment c. group size d. susceptibility to interpersonal influence

A

Marketing researchers know that if they are to be successful with teenagers, they must understand what teenagers believe to be "cool." a. True b. False

A

Max's family is part of what is called "the new rich." They are the newer social elite, drawn from current professionals. His father is a medical doctor and his mother is vice president at a large urban bank. Max's family (based on the description given in the text) belongs to which of the following social class categories? a. Lower b. Upper c. Upper d. Lower

C

Michelle Roberts has a tough job at PJK Tile. She has to examine information from vendors and decide which of these vendors (and their proposals) should be presented to her company's purchasing group. No one at PJK Tile sees more information on vendors than Michelle. Which of the following roles does Michelle fulfill for PJK Tile? a. initiator b. influencer c. gatekeeper d. buyer

A

Most customers who experience an environment that is both pleasant and arousing will interpret it as an exciting environment. a. True b. False

B

Most opinion leaders are celebrities rather than everyday consumers. a. True b. False

C

Mr. Patterson is 59-years-old. His annual household income is $500,000. He has been married to the same woman most of his adult life. He doesn't spend much on clothing. According to research, how is Mr. Patterson different from the typical American millionaire? a. He is older. b. He has a long-standing marriage. c. His household income is greater. d. He doesn't spend as much on clothing.

A

One benefit of e-commerce is that consumers can find products and services for which they will be able to get greater price information. a. True b. False

B

One of the basic ways to separate age cohorts is to focus on the fact that they ________. a. discriminate against those outside their cohort b. share many common memories about cultural heroes or events c. share common views about sex and morals d. do not share many values

A

Opinion leaders also are likely to be opinion seekers a. True b. False

A

Opinion leaders often absorb much of the risk in buying new products because they generally buy them first. a. True b. False

C

Pam Henry is a purchasing agent for MicroTel. Each Tuesday she places an order for ten boxes of photocopier paper with her supplier, but each week the size and quality of the paper is different due to shifting consumer demands. In this example, Pam is participating in which of the following buying situations? a. new task b. straight rebuy c. modified rebuy d. innovative rebuy

A

Pavel was an inventor. He read that there were several million people who could not sleep at night until they looked under the bed. He invented a light that could be put under a bed and went on automatically when someone looked there. Pavel's product is designed to help people perform a ________. a. ritual b. symbolic exchange c. convention d. rite of passage

A

Phillipe is a member of a small Harley-Davidson motorcycle club. They meet once a week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as he decides which model of bike to buy for his girlfriend. a. comparative b. normative c. selective d. legitimate power

B

Political candidates who get the most media exposure are more likely to win an election because of the effect of ________ in determining one's set of referents. a. propinquity b. mere exposure c. group cohesiveness d. reference bias

A

Reference group effects are stronger for purchases that are ________. a. socially conspicuous b. mostly unseen by others c. necessities d. made frequently

D

Reference groups influence us in three ways. These ways include informational, utilitarian, and ________ dimensions. a. reputational b. descriptive c. knowledge d. value-expressive

B

Researchers measure ________ on dimensions that include "feel-age" and "look-age." a. chronological age b. perceived age c. age cohort d. social age

B

Sally opens the mail, sorts it for content and need, throws away materials that she does not think are necessary and puts the mail in three executives' mailboxes. In this instance, Sally functions as an influencer. a. True b. False

B

Because different symbols are needed to evoke nostalgia in people of different age cohorts, multigenerational marketing strategies are rarely effective. a. True b. False

B

Because of cultural pressure, almost all cultures in the world require the same amount of conformity. a. True b. False

D

Business-to-business marketing often involves more of an emphasis on personal selling than on advertising or other forms of promotion. Which of the following is the chief reason for this emphasis? a. Personal selling is more cost-efficient than advertising. b. Personal selling is more time-efficient than advertising. c. Organizational buyers do not respond to advertising or promotions. d. Organizational buyers typically require more face-to-face contact with sellers than end consumers do.