Nova Southeastern University MKT 5070 Chapter 5 Analyzing Consumer Markets 1)_is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants

Nova Southeastern University

MKT 5070

Chapter 5 Analyzing Consumer Markets

1)_is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

1. 1. Target marketing
   2. Mind mapping
   3. Consumer activism
   4. Consumer behavior
   5. Product differentiation

2. Which of the following would be the best illustration of a subculture?
   1. a religion
   2. a group of close friends
   3. your university
   4. a fraternity or sorority
   5. your occupation

3. The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute            .
   1. a culture
   2. a subculture
   3. a social class
   4. a family
   5. a group

4. A person's                         consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.
   1. subculture
   2. family
   3. social class
   4. reference groups
   5. social networks

5. A(n)                         group is one whose values or behavior an individual rejects.
   1. aspirational
   2. disassociative
   3. membership
   4. primary
   5. procreational

6. Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n)          .
   1. transactional leader
   2. opinion leader
   3. role model
   4. gate-keeper
   5. international marketer

7. For a high-school student, Tim is highly concerned about environmental issues. He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood. He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental activists can be categorized under which of the following reference groups?
   1. primary group
   2. secondary group
   3. aspirational group
   4. dissociative group
   5. cognitive group

8. Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive, and they are appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?
   1. silent majority
   2. protestor
   3. protector
   4. adapter
   5. opinion leader

9. Social classes differ in media preferences, with upper-class consumers often preferring

                      and lower-class consumers often preferring television.

1. 1. movies
   2. radio
   3. video or computer games
   4. magazines and books
   5. music downloads

10. If a direct-mail marketer wished to direct promotional efforts toward the family of

                     , efforts need to be directed toward parents and siblings of the family members.

1. 1. orientation
   2. procreation
   3. immediacy
   4. intimacy
   5. reference  

11. The family in a buyers life consisting of parents and siblings is the                                  .
    1. family of procreation
    2. family of influence
    3. family of efficiency
    4. family of orientation
    5. purchasing family

12. Marriage, childbirth, and divorce constitute the                             that shape the consumption pattern of individuals.
    1. psychological life cycle
    2. product life cycle
    3. social status
    4. postpuberty cycles
    5. critical life events

13. Identify an economic circumstance that can greatly affect any product or brand choice.
    1. retirement
    2. values
    3. lifestyle
    4. borrowing power
    5. relocation

14.                        refers to a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.
    1. Image
    2. Personality
    3. Psychological transformation
    4. Lifestyle
    5. Acculturation

15. The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor, tough cowboy type. This was done to establish what is called                                                                              .
    1. trademarking
    2. a brand name
    3. a brand personality
    4. co-branding
    5. a brand reference

16. Consumers often choose and use brands that have a brand personality consistent with how they see themselves, also known as the                                                      .
    1. actual self-concept
    2. ideal self-concept
    3. others' self-concept
    4. prohibitive self-concept
    5. suggestive self-concept

17. Consumers often choose and use brands that have a brand personality consistent with how they think others view them, also known as the                                                                         .
    1. actual self-concept
    2. others' self-concept
    3. ideal self-concept
    4. dual self-concept
    5. perceptual self-concept

18. Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called                                                                           .
    1. change agents
    2. self motivators
    3. self monitors
    4. self adapters
    5. opinion leaders

19. Ford motors, uses the ad caption "Magnify the Adventure" to promote its latest SUV, the Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker's brand personality analysis, Ford Endeavour is most likely to be strong on which of the following traits?
    1. sincerity
    2. intelligence
    3. imagination
    4. sophistication
    5. ruggedness  

20.                        portrays the "whole person" interacting with his or her environment.

1. Attitude
2. Personality
3. Lifestyle
4. Self-concept
5. Subculture

21. Consumers who worry about the environment and want products to be produced in a sustainable way have been named                                                                     .
    1. "Green"
    2. "Tree Huggers"
    3. "LOHAS"
    4. "Socialists"
    5. "Mamas"

22. IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices. IKEA is delivering value to consumers who are                             .
    1. money constrained
    2. time constrained
    3. brand constrained
    4. value constrained
    5. self-concept constrained

23. Marketers who target consumers on the basis of their                            believe that they can influence purchase behavior by appealing to people's inner selves.
    1. time famine
    2. sophistication
    3. money constrain
    4. social class
    5. core values