MKTG 3150 Exam 1
Approximately what percentage of the U.S. population has a high school degree?
87%
The relatively faster growth rate of non-European groups in the United States is due to their _____.
A and B
The exchange of advice and information between group members can occur _____.
A, B, and C
Which of the following is a characteristic of a consumption subculture?
A, B, and C
Which of the following is a household factor that influences purchase and consumption behavior?
A, B, and C
Which of the following statements is FALSE regarding the religious/secular value in American society?
America is basically a religious society
Which culture has traditionally valued the wisdom that comes with age?
Asian
Nick is 23 years old and trying to balance school and work so that he can afford to buy the latest iPhone to keep in touch with his friends. Which African American market segment identified by Yankelovich best describes Nick?
Black Onliners
Consumers higher in individualism are more likely to _____ when faced with poor service performance.
Complain, Switch, Engage in negative word-of-mouth
________ 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 is a segment used to describe consumers with respect to their environmental activism?
Eco-centrists
_____ tend to feel they don't have control over the outcome of events.
Fatalists
This segment of mature consumers has accepted their old-age status and has adjusted their lifestyles to reflect reduced physical capabilities and social roles.
Frail Recluse
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 stepsisters and brothers. To which generation does he belong?
Generation X
Erin is 12 years old. Which label is appropriate for Erin?
Generation Z
Stephanie is 17 and belongs to the high school drill team. One of her best friends is Bobby, the team manager who is openly gay. Which label is appropriate for Stephanie?
Generation Z
Which of the following ethnic groups is predicted to have the youngest median age in the United States in the year 2015?
Hispanics
Li Ming is an Asian American of Chinese dissent and is young; has a moderate identification with her native culture; is bilingual; and is spontaneous, materialistic, and an impulsive shopper. She is concerned with status and quality. Which segment of the Asian American market identified by Market Segment Research best describes her?
Living for the Moment
Which segment of the African American market identified by Yankelovich is younger, has the highest education and income, and is positive about the future?
New Middle Class
Which religion heavily influences the Hispanic culture?
Roman Catholicism
Sam is a healthy 75-year-old man. He is a retired attorney; has a substantial retirement income; and is a member of several social groups that travel, help others, and encourage life-long learning. Which of the following is most likely true about Sam?
Sam's cognitive age is less than 75
Jimmy is a 55-year-old African American who lives in the suburbs with his family. He is not in good health, and he has not been able to buy health insurance with his limited income. In terms of Yankelovich's segments of African Americans, which one best describes Jimmy?
Sick and Stressed
Social media is part of an online revolution online, sometimes referred to as _____.
Web 2.0
Which of the following statements is TRUE regarding the overall model of consumer behavior?
a consumer's self-concept and lifestyle influence his or her needs and desires
Which of the following is a reason women are an important target market?
a high percentage of women work outside the home
The fact that Americans are prone to engage in physical activities and to take an action-oriented approach to problems can be explained through which self-oriented value dichotomy?
active/passive
John purchases and is satisfied with his SUV because he believes that it provides greater crash safety than a sedan even though this is not technically true. John's satisfaction is based on the distinction between _____.
actual need fulfillment and perceived need fulfillment
Stages of the household life cycle are based on ____.
all of the above
John was born in 1955, and he has only known prosperity in his lifetime. He remembers when President Kennedy was assassinated, primarily because his family purchased their first color television not long after that event. While he remembers the Vietnam War, he was too young to be drafted. To which generation does he belong?
baby boom generation
The largest, most diverse generational segment is ____.
baby boomers
Tacoda Systems tracks consumers' online activity and delivers specific banners based on that activity. This tracking and ad delivery system has been installed on almost 3,000 websites, and advertisers pay on a pay-for-performance basis, which means that advertisers pay Tacoda Systems only when a consumer clicks on their ad. The tracking of online activity and delivery of ads based on that activity is called _____.
behavioral targeting
The upper-middle class achieve their social position primarily _____.
by their occupation and career orientation
Which of the following is NOT evaluated when analyzing a company's own ability to meet customer needs?
competitors
Most Asian Americans come from home cultures influenced by _____, which emphasizes subordination of the son to the father, the younger to the elder, and the wife to the husband.
confucianism
Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley. Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate?
consciousness of kind
the process in which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplaces is known as
consumer socialization
_____ are the knowledge, attitudes, and values that cause people to attach differential evaluations to products, brands, and retail outlets.
consumption-related preferences
Which of the following is NOT a societal outcome of marketing strategy and consumer behavior?
customer satisfaction
Which family purchase role is played by the individual(s) who makes the final decision?
decision maker
A shift back to an emphasis on postponed gratification in America would most likely _____.
decrease the use of credit
Age, gender, education, occupation, and income are examples of _____ variables.
demographic
Which cohort was born between 1930 and 1945?
depression generation
Talbot's is a women's clothing store that offers classic fashions at a slightly premium price (i.e., a wool skirt typically costs more than $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 women in this group are also heavy users of magazines and newspapers as well as prime-time television. Which step of market segmentation does this describe?
describing each group
_____ refers to the physical location of individuals in terms of geographic region and rural, suburban, and urban location.
distribution
Generation Y is sometimes referred to as the ______
echo boom
Which of the following characterizes opinion leaders?
enduring involvement in the product or activity
_____ subcultures are defined as those whose members' unique shared behaviors are based on a common racial, language, or national background.
ethnic
Which of the following are the most commonly described subcultures?
ethnic groups
Charmaine is a member of a Junior Miss organization that teaches young women how to behave in various social situations. She is learning manners, how to carry herself, and appropriate attire for specific situations. Charmaine is learning _____.
etiquette
Which generation is NOT part of the mature market?
generation x
Marketers have responded to Americans' increasing concern for the environment with an approach called _____.
green marketing
Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are associated with the discipline of marketing, either as academicians or as practitioners. The purpose of this organization is to disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The American Marketing Associate is an example of a _____.
group
What is the basic consumption unit for most consumer goods?
household
Which of the following is an example of an other-oriented value?
individual/collective
According to Roper Starch (a market research company), the 10 percent of the population that have broad social networks that allow them to influence the attitudes and behaviors of the other 90 percent of the population are called _____.
influentials
The family member who first recognizes a need or starts the purchase process is known as the _____.
initiator
What are the two types of materialism?
instrumental and terminal
Which of the following is most closely related to verbal communications?
language
Karen was at the checkout at the grocery store and remembered that she was out of chewing gum that she normally likes to keep in her purse. Without much thought, she grabbed two packages of the gum she likes. What type of consumer decision does this illustrate?
low-involvement decision
The product, price, communications, distribution, and services provided to the target market is referred to as the _____.
marketing mix
What is the largest single influence on the movement toward uniformity in the global youth market?
mass media
Elsie and her two sisters are all in their mid- to late- 60s. They are part of the _____ market.
mature
Claire is 6 years old and begged her mother for a Barbie doll that she saw ice skating in a television commercial. Her mother explained to her that the doll won't be able to ice skate and that she will have to make the doll move. She was trying to explain to Claire that the toys she sees in advertisements are probably going to look more fun than they actually are. Claire's mother is exhibiting _____.
mediation
Which social class consists of office workers, schoolteachers, lower-level managers, plumbers, and factory supervisors?
middle class
Rayna is married and a mother of four children. Both she and her husband share homemaking and child-rearing responsibilities. Rayna would be classified as a _____ gender orientation.
modern
Jeffrey is a 35-year-old African American who is positive about the future. He describes himself as Black, but feels Black slang should be avoided. To which segment of the African American market identified by Yankelovich would Jeffrey belong?
new middle class
Howard Industries is a computer manufacturer located in Laurel, MS. This company is interested in expanding internationally. Which of the following is a cultural factor that affects consumer behavior and marketing strategy that Howard Industries needs to be aware of?
nonverbal communications
Which of the following is NOT a broad form of cultural values?
object-oriented
Which of the following is the most widely applied single cue we use to initially evaluate and define individuals we meet?
occupation
In the Hollingshead Index of Social Position, which is TRUE?
occupation is given a higher weight than education
Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site that is specifically for others to share their experiences and support one another. She and others discuss products that help them deal with the side effects of their treatments as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is participating in a(n) _____.
online community
John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a tablet for her birthday. His roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank is known as a(n) _____.
opinion leader
Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____.
opinion leaders
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
Jose is from Brazil and is currently enrolled in an MBA program at a U.S. university. He routinely comes to class 30-60 minutes late and does not turn in assignments by the deadline. One of his professors pulled him aside and asked him why he's always late for class and turns his work in late. Jose was surprised that his professor was bothered by this as this behavior is entirely acceptable in Brazil. In fact, it's expected. Which of the following best describes Jose's time perspective?
polychronic
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
Which of the following is NOT generally involved in green marketing?
pricing products lower than the competition
What is the first step in the consumer decision process?
problem recognition
Which of the following is NOT an adopter category?
procrastinators
A(n) _________ is anything a consumer acquires or might acquire to meet a perceived need
product
While the entire family is usually involved in major purchase decisions, Lisa is the one who usually makes the actual purchase. What family purchase role does Lisa play?
purchaser
Which type of subculture arises as a result of climatic conditions, the natural environment and resources, the characteristics of the various immigrant groups that have settled there, and significant social and political events?
regional
What is the major difference between white and black shoppers' store selection criteria?
respect
Which type of group includes organizations such as professional associations and neighborhood associations that involve relatively weak ties and less frequent interaction among its members?
secondary group
What is the LAST step in market segmentation?
select an attractive segment(s) to serve
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(s) to serve
The totality of an individual's thoughts and feelings about him or herself is known as ________
self-concept
With respect to demographics, which of the following refers to the number of individuals in a society?
size
Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if she purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she doesn't really care about that. She's just driven by the desire to help. To which group of consumers does Maria belong?
socially concerned
Which consumer group is driven by a desire to help with respect to cause-related marketing programs?
socially concerned
Ashley and her husband just had their first child. Ashley was married previously, and her two young children from that marriage also live with Ashley and her current husband. Which type of family is this?
stepfamily
Which type of family consists of a married couple, one or both of whom were previously married, their children, and the children from the previous marriage of one or both parents?
stepfamily
With respect to demographics, which of the following describes the society in terms of age, income, education, and occupation?
structure
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
It is critical that firm consider value from which perspective?
the customer's
A culture's overall orientation toward time is known as its _____.
time perspective
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
Which of the following is NOT an other-oriented value?
tradition/change
Which type of family consists of a married couple and their own or adopted children living at home?
traditional family
Lisa is a single mother of two and works two jobs to provide for her family and derives little or no satisfaction from employment. To which market segment would Lisa belong?
trapped working woman
Late adolescents and early teens are known as _________.
tweens
Which subculture of Hispanics tends to have incomes well above the others?
A and D
The newest generation born after 1994 is referred to as _____.
Generation Z
The consumer insight on remodeling discusses mechanisms underlying household lifecycle changes. The mechanism relating to awareness of need to modify the physical arrangement of their homes is ____.
adapting
Which of the following is an emerging American value?
admiring nature
Which of the following is NOT a common single-item index of social class?
age
Brand communities can deliver value-creating activities by _____.
all of the above
Individualism affects which of the following?
all of the above
Research suggests that older singles who are single by circumstance (i.e., death of a spouse) will _____.
all of the above
The Green Guides provide examples of acceptable and unacceptable practices dealing with advertising and package claims relating to such areas as the environment, in general, as well those relating specifically to
all of the above
There are several Asian American markets, based primarily on nationality and language. Each of these in turn can be further segmented on _____.
all of the above
Unilever is highly successful in marketing its laundry products outside of the United States. Which factors do they use to adapt within and across countries where they do business?
all of the above
Which of the following is a factor affecting the spread of innovations?
all of the above
Which of the following is a factor determining a reference group's influence on a consumer?
all of the above
Which of the following is a factor influencing nonverbal communications?
all of the above
Which of the following is a family purchase role?
all of the above
Which of the following is a segment of mature consumers?
all of the above
Which of the following is a traditional American value?
all of the above
Which of the following is considered a symbol that has varying meaning across cultures?
all of the above
Which of the following is enabling the growth of a global culture?
all of the above
Which of the following is used to evaluate the attractiveness of various market segments?
all of the above
Which of the following variables is associated with cognitive age?
all of the above
Which of the following is NOT an environment-oriented value?
all of the above are environment-orientated values
Which of the following statements is TRUE regarding ethnic subcultures?
all subcultures are very diverse, and general descriptions do not apply to all of the members
Theresa is a 40-year-old single parent living in the city. She is confident and positive and enjoys wearing the latest fashions. Which segment of the African American market identified by Yankelovich best describes Theresa?
black is better
Which African American market segment identified by Yankelovich is older, is upper middle class, is heavily online, prefers Black advertising, and strongly supports "Buying Black."
boomer blacks
How can an organization provide superior customer value to customers?
by doing a better job of anticipating and reacting to customer needs than the competition does
Timothy and his wife are considering the purchase of a new car. In addition to the price, they are also considering the cost insurance, gasoline, maintenance, finance charges, and license fees. All of these factors combined represent the
consumer cost
A 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 _____.
consumption subculture
Lakeisha is an architect, and her husband, Timothy, is an engineer. Both are in their early 30s. They represent a growing percentage of the workforce along with others who generate new ideas and technologies for a living or engage in complex problem solving. Lakeisha and Timothy are part of the _____.
creative class
Which categories of participants are the true leaders of conversation and opinion in Web 2.0?
creators and critics
Which category of Web 2.0 participants are bloggers and post ratings and reviews and tend to be in their late teens to mid-20?
critics
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 of the following is an important means of reaching virtually all of the native-language speakers of any nationality nationwide?
direct broadcast satellite (DBS)
Bob is somewhat of a loner in high school. He really despises the school "jocks" who seem to be involved in every sport. He doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school athletes is a(n) _____.
dissociative reference group
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 2 years old. To which stage of the household life cycle do Teri and her daughter belong?
divorced parent I
Which of the following is NOT considered a "middle-aged" (i.e., 35-64) stage of the household life cycle?
empty nest II
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
In Japan, the exchange of meishi is the most basic of social rituals in a nation where social ritual matters very much. The act of exchanging meishi is weighted with meaning. Once the social minuet is completed, the two know where they stand in relation to each other and their respective statures within the hierarchy of corporate or government bureaucracy. What is "meishi"?
exchange of business cards
_____ is the process by which decisions that directly or indirectly involve two or more family members are made.
family decision making
A _____ has at least two members related by birth, marriage, or adoption, one of whom is the householder (i.e., the one who owns or rents the residence).
family household
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 this 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(n) ______.
fatalist
Which of the following is considered a "younger" (i.e., <35) stage of the household life cycle?
full nest I
While women are vital members of the workforce in the United States, they are still considered the primary care givers of the children in a family. This represents women's _____ in American society.
gender role
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
Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____.
group
Which of the following statements is FALSE regarding marketing to Hispanics?
hispanics tend to be more receptive than the general market to store brands
Which of the following is NOT an application of consumer behavior?
human resource management
Hispanics who identify most strongly with their Hispanic subcultures are most likely to engage in _____.
husband-dominated decisions
Bobbie is 47 years old, has never been married, and does not have any children of her own. She lives alone and doesn't like to cook because most recipes feed more than one person. She can only eat so many leftovers, and she usually forgets about it if she freezes to eat at a later date. So she purchases frozen dinners and canned food that come in single servings. To which stage of the household life cycle does Bobbie belong?
middle-aged single (or single II)
Mitch seems to know everything about cars-at least that's what his friends and family think. He has been involved with cars since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads several publications related to cars, visits websites, and hangs out with others who are interested in cars as well. Due to his enduring involvement with this product category, Mitch would be considered a(n) _____.
opinion leader
Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate?
rituals and traditions
For which product category would a reference group's influence be strongest?
running shoes
Which outcome of marketing strategy produces the revenue necessary for the firm to continue in business?
sales and profits
A shopper who cares about brand-name merchandise and convenience is known as a ________ shopper.
serious
Auxiliary or peripheral activities that are performed to enhance the primary product or primary service are referred to as _____.
service
Which of the following is NOT considered one of the firm's outcomes of the marketing strategy and consumer behavior process?
service
The value that Americans place on youth has _____.
shown a slow reversal toward more value being placed on age in recent years
The population of the United States is more than 300 million people. With respect to demographics, this number represents _____.
size
With respect to advertising, _____ can involve themes designed to encourage current owners to talk about the brand or prospective owners to ask current owners for their impressions.
stimulating
In children's information processing, the period of concrete operations is characterized by _____.
the development of the ability to apply logical thought to concrete problems
A family purchase decision differs from an organizational decision in _____.
the level of emotion involved
Which changing American value has been blamed for the fact that people age 18 to 40 are most likely to admit that they are spending beyond their comfort range?
the shift toward immediate gratification
The vertical axis in the HLC/occupational category matrix represents _____, which determines the problems the household will likely encounter.
the stage in the household life cycle
A shift away from a competition-oriented society would most likely affect _____.
the use of comparative advertising
Which of the following is TRUE regarding changes in American cultural values?
there is substantial variance in values across individuals and groups
A woman who is married with the husband assuming the responsibility for providing for the family and the wife running the house and taking care of the children would be classified as _____.
traditional
John is an older, retired Japanese American. He has a strong identification with his Japanese culture, still speaks primarily Japanese, and is not concerned about status. Which segment of the Asian American market identified by Market Segment Research best describes John?
traditionalists
Market Segment Research found three groups of Asian Americans on the basis of their demographics and attitudes that cut across nationality groups. Which of the following is one of the segments identified?
traditionalists
Carl is a physician earning $300,000 per year. Using the Coleman-Rainwater system, identify the social class to which Carl belongs
upper-middle
Erica and her family decided that it was just too much strain on them for Erica to work outside the home. Even though she was a successful attorney and they enjoyed the good things in life, her family made a conscious decision to reduce their reliance on consumption and material possessions. This behavior has been termed _____.
voluntary simplicity
In which of the following consumption situations will a reference group's influence be strongest?
when the use of the product or brand is visible to the group
