marketing questions chapter 5
25) 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
19) 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
11) 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
18) 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
20) 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
1) 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 ________. ) subculture B) culture C) society D) perceptions E) expectations
b
10) 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
21) 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
24) 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
14) Which of the following is a psychographic characteristic of a consumer? A) gender B) age C) lifestyle D) occupation E) economic status
c
16) 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
8) ________ 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
22) ________ 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
) A role consists of the activities people are expected to perform according to the people around them.
true
27) Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth, and other variables.
true
It's advisable for a company to fit its products into existing attitude patterns rather than attempt to change them.
true
Reference group influence on consumer buying behavior varies across products and brands.
true
12) 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
15) ________ refers to the unique psychological characteristics that distinguish a person or group. A) Personality B) Lifestyle C) Status D) Attitude E) Role
a
2) 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
a
23) ________ 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
5) 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
7) ________ 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
9) 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
According to Maslow's theory, safety and social needs must be fulfilled after self-actualization needs.
false
People use the same products and services as they progress through each life-cycle stage.
false
26) 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
13) 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
b
17) 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
6) 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
b
4) 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.
c
3) ________ 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
d
Selective distortion describes the tendency of people to interpret information in a way that will support what they already believe.
true
Subcultures are groups of people with shared value systems based on common life experiences and situations.
true
