Marketing Ch. 5 - one

A(n) ________ reflects the general esteem given to the different roles of a person by society. A) motive B) attitude C) belief D) tradition E) status

E- status

According to Sigmund Freud's theory, a person's buying decisions are ________. A) easily revealed through online marketing surveys and questionnaires B) affected by motives that the person is completely aware of C) always driven by the need for status and independence D) motivated by needs that are arranged in a hierarchy E) affected by subconscious, hidden motivations

E-affected by subconscious, hidden motivations

According to Maslow's hierarchy of needs, which of the following is most likely an esteem need? A) love B) security C) hunger D) self-development E) status

E-status

Which of the following is most likely a true statement about social class? A) Members of a social class vary drastically in their values, interests, and behaviors. B) In the United States, the lines between social classes are fixed and rigid. C) Social classes show distinct product preferences in areas such as clothing. D) Wealth is a more important variable than education in measuring social class. E) Consumers of the same age belong to the same social class.

Social classes show distinct product preferences in areas such as clothing.

Many marketers now embrace a ________ strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing. A) total market B) cultural marketing C) viral marketing D) social marketing E) cause marketing

total market

Which of the following sources of product information can marketers control completely? A) public B) personal C) commercial D) experimental E) experiential

C- commercial

Which of the following is a psychographic characteristic of a consumer? A) gender B) age C) lifestyle D) occupation E) economic status

C-lifestyle

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. A) Retention B) Motivation C) Selective perception D) Perception E) Learning

D-Perception

A(n) ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. A) role B) cue C) drive D) attitude E) motive

D-attitude

Which of the following needs in Maslow's hierarchy is generally satisfied last? A) physiological B) social C) esteem D) self-actualization E) safety

D-self-actualization

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others. A) Opinion leaders B) Late mainstream adopters C) Strangers D) Barnacles E) Lagging adopters

A- Opinion leaders

The McDonald's corporate brand name and golden arches can be classified as ________ that may potentially stimulate an individual's attention and decision about whether or not to dine at the restaurant. A) cues B) drives C) motives D) needs E) attitudes

A- cues

Which of the following is a social factor that influences consumer buying behavior? A) family B) life-cycle stage C) economic situation D) personality E) occupation

A- family

Which of the following is a personal factor that influences a consumer's buying behavior? A) life-cycle stage B) motivation C) status D) family E) social networks

A- life-cycle stage

________ refers to the unique psychological characteristics that distinguish a person or group. A) Personality B) Lifestyle C) Status D) Attitude E) Role Answer:

A-Personality

________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands. A) Selective retention B) Selective distortion C) Selective attention D) Restraint bias E) Subliminal perception

A-Selective retention

Which of the following is the first stage of the buyer decision process? A) need recognition B) information search C) evaluation of alternatives D) purchase decision E) postpurchase behavior

A-need recognition

A child in the United States is exposed to many values including achievement and success, freedom, individualism, hard work, and material comfort. These are symbolic of American ________. A) subculture B) culture C) society D) perceptions E) expectations

culture

________ are the most affluent and brand conscious demographic segment in the United States. A) Hispanic Americans B) Native Americans C) Pacific Islanders D) Asian Americans E) African Americans

Asian Americans

Hallmark's classic "When you care enough to send the very best" slogan appeals to which need category in Maslow's hierarchy? A) physiological B) social C) esteem D) self-actualization E) safety

B- social

A(n) ________ becomes a motive when it is directed toward a particular stimulus object. A) cue B) drive C) response D) belief E) attitude

B-drive

A marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________. A) social network usage rates B) economic situations C) occupational needs D) purchasing perceptions E) brand affiliations Answer: B

B-economic situations

A baby boomer decides to purchase a BMW to impress others with her success. This illustrates the importance of understanding the role of ________ in the marketing process. A) personality B) motive C) attitude D) learning E) perception

B-motive

A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a ________. A) membership group B) reference group C) laggard D) subculture E) late-majority adopter Answer: B

B-reference group

What is the most important consumer buying organization in society? A) leading adopters B) the family C) membership groups D) reference groups E) aspirational groups

B-the family

________ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products. A) Social marketing B) Traditional marketing C) Buzz marketing D) Direct marketing E) Values marketing

C-Buzz marketing

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand? A) brand perception B) brand architecture C) brand personality D) brand loyalty E) brand equity

C-brand personality

Which of the following is a commercial source of product information? A) acquaintances B) family and friends C) dealer Web sites D) consumer rating organizations E) Internet searches

C-dealer Web sites

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________. A) pushing one-way commercials at customers B) identifying and targeting late adopters C) developing print and radio advertisements D) generating person-to-person brand conversations E) withdrawing from online social networks

D-generating person-to-person brand conversations

Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find a coat in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process. A) product evaluation B) evaluation of alternatives C) need recognition D) information search E) purchase decision

D-information search