Marketing 365 Chapter 4,6, &7
Which of the following is true regarding the baby boom market? A. Boomers are tech savvy. B. Boomers are empty nesters who are downsizing. C. Boomers are retiring early and wealthy. D. Boomers have the same values and outlook. E. Boomers are self-centered.
A. Boomers are tech savvy.
Which segment of mature consumers is physically and mentally healthy and is thus active, independent, and out to enjoy life? A. Healthy Indulgers B. Ailing Indulgers C. Ailing Outgoers D. Frail Recluses E. Healthy Hermits
A. Healthy Indulgers
Mike is a 23 year old recent college graduate and is starting his career as a pharmaceutical sales representative. He will be living in an extended-stay hotel in the city where he will undergo training, but once he finishes that, he plans on renting a nice apartment with a friend of his from college. He also wants to purchase a sports car and save money for a ski vacation next year. To which stage of the household life cycle does Mike belong? A. Single I B. Single II C. Beginning D. Introduction E. Growth
A. Single I
Age, gender, education, occupation, and income are examples of _____ variables. A. demographic B. holographic C. geographic D. psychographic E. censographics
A. demographic
Most families pass through an orderly progression of stages, each with its own characteristics, financial situation, and purchasing patterns, which is the basic assumption underlying the _____ approach. A. household life cycle (HLC) B. product life cycle (PLC) C. brand life cycle (BLC) D. inevitable cycle (IC) E. predictable cycle (PC)
A. household life cycle (HLC)
Hank and Carol have been married for over 20 years, and in that time they have purchased six automobiles. Hank is the one who usually does all the research and decides what they can afford, while Carol just gets involved when it's time to decide among a few alternatives, and she really only cares about the comfort and styling. Which of the following category of family decision making does this illustrate? A. husband-dominant B. wife-dominant C. individualized D. single role E. dual role
A. husband-dominant
A household's purchasing power is a function of which of the following? A. income and accumulated wealth B. age and gender C. income and education D. occupation and income E. social class and education
A. income and accumulated wealth
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? A. lower-lower class B. upper-lower class C. working class D. lower-middle class E. middle class
A. lower-lower class
Which stage of the household life cycle is made up of people between the ages of 35 and 64 who have never married and those who are divorced and have no child-rearing responsibilities? A. middle-aged single (or single II) B. middle-aged childless C. empty nest I D. empty nest II E. single III
A. middle-aged single (or single II)
Janet is a 60 year old secretary with a retired husband and 30 year old unemployed son who lives at home. Janet's 90 year old widowed mother May, who is disabled, has lived with the family for six years. May's Social Security and Medicare do not adequately cover her living and medical expenses. Which type of family is represented here? A. multigenerational family B. stepfamily C. traditional family D. non-traditional family E. senior family
A. multigenerational family
In the Hollingshead Index of Social Position, which is true? A. occupation is given a higher weight than education B. occupation is given the same weight as education C. income is given a higher weight than occupation D. occupation is given a lower weight than education E. income is given a lower weight than education
A. occupation is given a higher weight than education
Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____. A. opinion leaders B. market mavens C. interpreters D. screeners E. market leaders
A. opinion leaders
Harold was born in 1923. He entered young adulthood during World War II, and served in the Navy during that war. He has witnessed radical social, economic, and technological change in his lifetime. To which generation does he belong? A. pre-Depression generation B. Depression generation C. baby boom generation D. Generation X E. Generation Y
A. pre-Depression generation
In which of the following consumption situations will a reference group's influence be strongest? A. when the use of the product or brand is visible to the group B. when the product is a necessity C. when the consumer is confident in the purchase situation D. when the individual's commitment to the group is low E. when the reference group is large
A. when the use of the product or brand is visible to the group
Julie and Bart are both in their late 20s and recently married. They have no children and are learning how to make joint decisions. Recent purchase/service decisions were related to household furnishings, a washer and dryer, and insurance coverage. Which stage of the household life cycle are they experiencing? A. young married B. full nest C. empty nest D. introduction E. growth
A. young married
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? A. pre-Depression generation B. Depression generation C. baby boom generation D. Generation X E. Generation Y
B. Depression generation
_____ deals with the mature market and is based on the theory that people change their outlook on life when they experience major life events such as becoming a grandparent, retiring, losing a spouse, or developing chronic health conditions. A. Demographics B. Gerontographics C. Cognitive psychology D. Cohort analysis E. Generational analysis
B. Gerontographics
A(n) _____ is a group of persons who have experienced a common social, political, historical, and economic environment. A. census age group B. age cohort C. cognitive group D. chronological group E. demographic group
B. age cohort
The upper-middle class achieve their social position primarily _____. A. through their unusually high incomes B. by their occupation and career orientation C. through inherited position D. through their children's accomplishments
B. by their occupation and career orientation
Generation Y is sometimes referred to as the _____. A. baby bust generation B. echo boom C. boomerangs D. baby boomlet E. step-boomers
B. echo boom
What is a major difference between delayed full nest I and younger new parents? A. the number of children B. income C. education D. commitment E. years married
B. income
Which of the following is NOT a reason why the population of the United States has grown steadily since 1960? A. longer life expectancies B. increasing birth rate for most of the period between 1960 and today C. immigration D. baby boomers moving through child-bearing years E. all of the above are reasons why the population of the United States has grown
B. increasing birth rate for most of the period between 1960 and today
Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information? A. transient B. informational C. normative D. identification E. substantive
B. informational
Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction? A. informational B. normative C. identification D. transient E. permanent
B. normative
What two basic approaches are used to measure social status? A. primary and secondary measures B. single-item and multi-item indexes C. position and status measures D. income and occupation indexes E. income and education measures
B. single-item and multi-item indexes
Which social class consists of individuals who are poorly educated, have very low incomes, and work as unskilled laborers? A. lower-lower class B. upper-lower class C. working class D. lower-middle class E. middle class
B. upper-lower class
Karen and her kids were hungry and were trying to decide where to eat for dinner. After several minutes of bickering, Karen decided where they were going to go. Her children balked at her decision and asked why she got to decide, and she said, "Because I'm your mother and I said so!" Which approach did Karen use to resolve this family conflict? A. bargaining B. use of authority C. impression management D. playing on emotion E. reasoning
B. use of authority
What is the approximate population of the United States today? A. 100 million B. 249 million C. 316 million D. 350 million E. 498 million
C. 316 million
_____ have experienced health problems which limit their physical activities, but their positive outlook means they remain active within physical constraints. A. Healthy Hermits B. Ailing Indulgers C. Ailing Outgoers D. Frail Recluses E. Healthy Recluses
C. Ailing Outgoers
Which of the following statements is true regarding brand communities? A. Brand communities seem most relevant for low-involvement, routinely-purchased products. B. Once a consumer becomes a member of a brand community, he or she is always a member. C. Brand communities create value through a set of activities that create brand engagement. D. Brand communities can add value to the ownership of the product, but they do not build loyalty. E. Fostering a community requires the owners of the brand to come together on their own to establish relationships.
C. Brand communities create value through a set of activities that create brand engagement.
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? A. Depression generation B. baby boom generation C. Generation X D. Generation Y E. Millennials
C. Generation X
Individuals born between 1977 and 1994 belong to which generation? A. baby boom B. Generation X C. Generation Y D. Generation Z E. Millennial generation
C. Generation Y
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. A. Healthy Indulgers B. Ailing Outgoers C. Healthy Hermits D. Frail Recluses E. Ailing Indulgers
C. Healthy Hermits
Which of the following is true regarding the size and distribution of the population of the United States? A. The population of the United States is approximately 250 million today. B. The population has grown steadily since 1960 due birth rates that have always been on the increase. C. The growth has not been even throughout the United States. D. Midwest states, such as Michigan and Illinois, are expected to grow dramatically in the next ten years. E. The population of the United States has continued to decrease since 1960.
C. The growth has not been even throughout the United States.
Which generation is considered to be more self-centered, individualistic, economically optimistic, skeptical, suspicious of authority, and focused on the present than other generations? A. pre-Depression generation B. Depression generation C. baby boom generation D. Generation X E. Generation Y
C. baby boomers
Gertrude is 93 years old, but she perceives herself to be about 65 years old. Sixty-five is Gertrude's _____ age. A. felt age B. real age C. cognitive age D. perceptual age E. chronological age
C. cognitive age
Groups with negative desirability are referred to as ___. A. primary reference group B. secondary reference group C. dissociative reference group D. aspiration reference group E. unattractive reference group
C. dissociative reference group
Teresa and John are both in their 40s and have two children living at home. Their daughter, Erin, is 14 years old, and their son, Stephen, is 11 years old. To which stage of the household life cycle do they belong? A. young married B. full nest I C. full nest II D. delayed full nest I
C. full nest II
Two or more individuals who share a set of norms, values, or beliefs and have certain implicity or explicitly defined relationships to one another such that their behaviors are interdependent is know as a(n) ___ A. family B. organization C. group D. cohort E. generation
C. group
Which type of reference group influence occurs when individuals have internalized the group's values and norms? A. informational B. normative C. identification D. utilitarian E. affective
C. identification
Nouveaux riches are most commonly associated with the _____. A. upper-middle class B. middle class C. lower-upper class D. upper-upper class E. none of the above
C. lower-upper class
Which of the following is the most widely applied single cue we use to initially evaluate and define individuals we meet? A. age B. income C. occupation D. gender E. education
C. occupation
Teri and Ed are in their 40s, are childless, and were married for 15 years but are now divorced. However, Teri has always wanted children, so she adopted a daughter, who is now two years old. To which stage of the household life cycle do Teri and her daughter belong? A. single parent I B. divorced parent I C. single parent II D. full nest I E. delayed full nest I
C. single parent II
Which social class consists of skilled and semiskilled factory, service, and sales workers? A. upper-middle B. middle class C. working class D. upper-lower class E. lower-lower class
C. working class
This segment of mature consumers has accepted their old-age status and has adjusted their lifestyles to reflect reduced physical capabilities and social roles. A. Healthy Indulger B. Ailing Outgoer C. Healthy Hermit D. Frail Recluse E. Ailing Hermit
D. Frail Recluse
Which of the following is considered a "Younger" (i.e., < 35) stage of the household life cycle? A. Single parent II B. Single II C. Single III D. Full nest I E. Empty nest I
D. Full nest I
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? A. Generation Z B. Depression generation C. baby boom generation D. Generation X E. Generation Y
D. Generation X
Which generation was born between 1965 and 1976? A. Generation Z B. Depression generation C. baby boom generation D. Generation X E. Generation Y
D. Generation X
The newest generation born after 1994 is referred to as _____. A. the baby boom generation B. Generation X C. Generation Y D. Generation Z E. Tweens
D. Generation Z (millennials)
Which of the following is strongly associated with occupation? A. income B. education C. age D. a and b E. a, b, and c
D. a (income) & b (education)
Which of the following is NOT a common single-item index of social class? A. education B. occupation C. income D. age E. all of the above are common single-item indexes of social class
D. age
Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as a(n) ___. A. primary reference group B. secondary reference group C. dissociative reference group D. aspiration reference group E. attractive reference group
D. aspiration reference group
The largest, most diverse generational segment is A. Generation X. B. Generation Y. C. Generation Z. D. baby boomers. E. tweens.
D. baby boomers
distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as a ___. A. cohort group B. clone group C. dissociative reference group D. consumption subculture E. purchase consortium
D. consumption subculture
Sheila and Jim are both professionals in their late 30s and have two children under the age of five. Which stage of the household life cycle are they in? A. young married B. full nest I C. full nest II D. delayed full nest I E. laggards
D. delayed full nest I
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? A. psychographics B. behaviorgraphics C. censographics D. demographics E. geographics
D. demographics
Consumers in which stage of the household life cycle are over 64 years of age, are either fully or partially retired, are healthy, active, and often financially well-off, and are a big market for RVs, cruises, and second homes? A. single I B. single II C. empty nest I D. empty nest II E. delayed empty nest
D. empty nest II
Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They can be considered a special type of opinion leader and are known as _____. A. product experts B. shopping experts C. personal shoppers D. market mavens E. market leaders
D. market mavens
Which social class consists of office workers, school teachers, lower level managers, plumbers, and factory supervisors? A. upper-middle B. working class C. lower class D. middle class E. lower-lower class
D. middle class
An estimate by the consumer of how much money he or she has available to spend on nonessentials is known as _____. A. objective discretionary income (ODI) B. adjusted gross income (AGI) C. adjusted discretionary income (ADI) D. subjective discretionary income (SDI) E. subjective gross income (SGI)
D. subjective discretionary income (SDI)
_____ 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. A. Census analysis B. Demographic analysis C. Generation analysis D. Cognitive analysis E. Cohort analysis
E. Cohort analysis
Which of the following is NOT considered a "Middle-aged" (i.e., 35-64) stage of the household life cycle? A. Single II B. Full nest II C. Delayed full nest I D. Single parent II E. Empty nest II
E. Empty nest II
Which of the following is a characteristic of a consumption subculture? A. an identifiable, hierarchical social structure B. a set of shared beliefs or values C. unique jargon, rituals, and modes of symbolic expression D. a and b E. a, b, and c
E. a, b, and c
Which of the following is a household factor that influences purchase and consumption behavior? A. structure of household unit B. stage of the household life cycle C. household decision process D. a and b E. a, b, and c
E. a, b, and c
Digital Savvy consumers are leading edge digital users who are early adopters and diffusers of information related to technology in terms of ____ A. Internet usage. B. technology ownership. C. cell phone usage. D. a and b. E. all of the above.
E. all of the above
Which of the following is a family purchase role? A. initiator B. information gatherer C. user D. purchaser E. all of the above
E. all of the above
Which of the following statements regarding age is true? A. Proper age positioning is critical for many products. B. Age affects a consumer's self-concept and lifestyle. C. Our age shapes the media we use. D. Analyzing age cohort groups or generations often provides more meaningful segments and marketing strategies than merely looking at census age groups. E. all of the above
E. all of the above
