1) ________ is never simple, yet understanding it is the essential task of marketing management.
A) Brand personality
B) Consumption pioneering
C) Early adoption
D) Buying behavior
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Terms in this set (40)
6) The marketer wants to understand how the stimuli are changed into responses inside the consumer's ________, which has two parts. First, the buyer's characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer's decision process itself affects the buyer's behavior.
A) culture
B) black box
C) belief
D) lifestyle
E) social class
11) This group of consumers tends to buy more branded products and to make shopping a family event, with children having a big say in the purchase decision. In general, they are very brand loyal, and they favor companies who show special interest in them. A) Hispanic Americans B) African Americans C) Asian Americans D) mature consumers E) the upper middlesA12) ________, the fastest-growing U.S. population subsegment, now number nearly 50 million. A) African Americans B) Hispanic Americans C) Asian Americans D) Mature consumers E) Gays and lesbiansB13) Although more price-conscious than other population segments, ________ consumers tend to be strongly motivated by quality and selection. Brands are important. They seem to enjoy shopping more than other ethnic groups do. A) upper middle B) African American C) mature D) Asian American E) upper lowerB14) ________, the most affluent American demographic segment, now have more than $500 billion in annual spending power. A) Hispanic Americans B) African Americans C) Asian Americans D) Gays and lesbians E) Gen XersC15) Which of the following is NOT true of mature consumers? A) The best strategy is to appeal to their active, multidimensional lives. B) They are an ideal market for "do-it-for-me" services. C) High-tech home entertainment products appeal to them. D) They place more importance on brand names and are more brand loyal than members of other age groups. E) They are a good market for cosmetics and personal care products.D16) ________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. A) Social classes B) Cultures C) Reference groups D) Subcultures E) LifestylesA17) What is one way that social class is NOT measured? A) occupation B) education C) income D) number of children in the family E) wealthD18) Which of the following statements is true regarding social class in the United States? A) Social class is determined primarily by income level. B) Lines between social classes in the United States are fixed and rigid. C) Social classes tend to show distinct product preferences in clothing and automobiles. D) Wealth is more critical than education level in measuring social class. E) People are relegated to a permanent class layer in the United States.C19) Family is one of the ________ factors that influence consumer behavior. A) cultural B) social C) personal D) psychological E) businessB20) ________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers. A) Membership groups B) Aspirational groups C) Leading adopter groups D) Leisure groups E) Social class groupsB21) ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. A) Opinion leaders B) Habitual buyers C) Social networkers D) Stealth marketers E) LaggardsA22) Opinion leaders are also referred to as ________. A) the influentials B) the upper uppers C) the middle class D) the Rebounders E) the buzz marketersA23) Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about their brands to become ________, brand ambassadors who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards. A) leading adopters B) brand evangelists C) direct marketers D) direct sellers E) innovatorsB24) Companies that use brand ambassadors are participating in ________. A) opinion leading B) traditional marketing C) buzz marketing D) direct marketing E) values marketingC25) Facebook and Second Life are both examples of ________. A) buzz markets B) opinion leaders C) social networks D) early adopters E) word-of-mouth marketsC26) The ________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively. A) family B) social class C) membership group D) subculture E) reference groupA27) A ________ consists of the activities people are expected to perform according to the persons around them. A) motive B) role C) lifestyle D) life cycle E) traditionB28) A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept. A) personal characteristics B) reference groups C) perceptions D) attitudes E) psychographicsA29) People change the goods and services they buy over time because of the two changing factors of ________. A) belief and attitude B) perception and personality C) age and life-cycle stage D) self-concept and learning E) family and traditionC30) Consumer information provider PersonicX uses a life-stage segmentation system that places U.S. households into one of 21 different life-stage groups. Which of the following PersonicX groups consists of young, energetic, well-funded couples and young families who are busy with their careers, social lives, and active recreation? A) Taking Hold B) Beginnings C) Transition Blues D) Our Turn E) Golden YearsA31) ________ is a person's pattern of living as expressed in her psychographics, including her activities, interests, and opinions. A) Personality B) Culture C) Lifestyle D) Motive E) Social classC32) All of the following make up a person's lifestyle EXCEPT ________. A) AIO dimensions B) interests C) dissonance-reducing buying behavior D) opinions E) workC33) A customer's lifestyle can be measured by using the AIO dimensions. What does AIO stand for? A) Activities, Interests, Opinions B) Achievement, Involvement, Organizations C) Accommodation, Investment, Orientation D) Acknowledgements, Interests, Observations E) Adoptions, Interests, OccupationsA34) ________ refers to the unique psychological characteristics that distinguish a person or group. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, A) Alternative evaluation B) Belief C) Culture D) Personality E) Self-awarenessD35) Researchers have found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand? A) brand perception B) product image C) brand personality D) brand concept E) brand equityC36) Many Favorite Memories use the self-concept premise that people's possessions contribute to and reflect their identities; that is, "we are what we have." According to this premise, consumers ________. A) buy products to support their self-images B) do not identify with brand personalities C) are affected by subconscious motivations D) are attracted to products that expand their existing attitudes E) conduct the information searchA37) A person's buying choices are influenced by four major psychological factors. Which is NOT one of these factors? A) motivation B) perception C) alternative evaluation D) learning E) beliefs and attitudesC38) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. A) stimulus B) perception C) culture D) motive E) traditionD39) According to Freud's theories, people are ________ many of the psychological forces shaping their behavior. A) unaware of B) self-conscious of C) aware of D) status-driven about E) self-analytical aboutA40) The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations. A) perception analysis B) subliminal motivation C) motivation research D) need recognition investigation E) depth research techniqueC