University of Texas, El Paso

MKT MISC

Chapter 7

1)The concept of_refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

2. Marketing strategies based on personality differences have met with mixed success, partly because of the way researchers have measured and applied these differences in         to consumption contexts.

3. According to Sigmund Freud, much of one's adult personality stems from a fundamental conflict between a person's                                                                                                           and  the necessity to function as a responsible member of society.

4. The                        is the counterweight to the id. This system is essentially

a person's conscience, internalizing society's rules (especially as parents

teach them to us) and trying to prevent the id from seeking selfish gratification.

5. Review each of the following scenarios. Which is the best representation ofanthropomorphism?

6. It is increasingly common for marketing teams to carefully create a rich background for products as a means of involving customers in its history or experience. This communications approach to marketing is known

as                          .

7. As a marketing approach, sharing the story of a company's humble beginnings and discussing struggles that had to be overcome in order for the company to reach higher levels of success is referred to

as                                                           .

8. People attribute traits to a product as if it were a person. Forging a desirable brand       is often the key to building brand loyalty.

9.                               is a widely accepted perspective in literature that focuses on the role of the reader in interpreting a story rather than just relying upon the author's version.

10. A consumer's                                          refers to the various ways the consumer decides to invest time and money and how these consumption choices reflect his or her values and tastes.

11. Lifestyle research is useful for tracking                                                             and also for positioning specific products and services to different segments.

12. According to this chapter, marketers segment consumers based on contemporary psychographicresearch, which includes categories of variables such as               .

13. We associate interrelated sets of products and activities with social roles to form            .

14. Taco Bell's very successful decision to offer tacos produced with Dorito brand shells is an example of which strategy described in

this chapter?

15.                  involves a set of techniques that use geographic and demographic data to identify clusters of consumers with similar psychographic characteristics.

16. Market researchers and advertising agencies are continually developing their own       in an effort to identify and reach groups of consumers united by common lifestyles.

17. Which is NOT a methodology associated with psychographic studies as described in this chapter?

18. Which of the following is the lifestyle segmentation system developed by SRI International, which utilized psychological and demographic variables to divide U.S. adults into groups with distinctive characteristics?

19. A             looks for items that differentiate users and nonusers of a product.

20. A             identifies a target group and then profiles these consumers on product-relevant dimensions.

21. A             places a large sample of respondents into homogenous groups based on similarities in their overall preferences.

22. The degree to which people share a                                                       is a function of individual, social, and cultural forces.

23. A             is a belief that some condition is preferable to its opposite.