GENERAL CONCEPT QUESTIONS

Multiple Choice

1. Marketers are always looking for emerging trends that suggest new marketing opportunities. One such trend is the “metrosexual.” Which of the following items would the metrosexual most likely have some interest for?

a. An IBM computer.

b. Tickets to WWF wrestling.

c. Saxophone lessons.

d. An all-over body spray by Axe.

e. Cowboy boots made from elephant hide.

2. ________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.

a. Target marketing

b. Psychographic segmentation

c. Psychology

d. Consumer behavior

f. Product differentiation

3. The fundamental determinant of a person’s wants and behavior is the person’s ________.

a. psyche

b. national origin

c. culture

d. peer group

e. family tree

4. A child growing up in the United States is exposed to all of the following values EXCEPT ________.

a. achievement and success

b. activity

c. efficiency and practicality

d. the importance of the group in daily life

e. freedom

5. Which of the following would be the best illustration of a subculture?

a. A religion.

b. A group of close friends.

c. Your university.

d. A fraternity or sorority.

e. Your occupation.

6. With respect to facts about the American consumer, which of the following consumer electronics is owned by the vast majority of consuming households with a 93 percent reporting ownership?

1. A personal computer.
2. TiVo DVR.
3. A cellular phone.
4. A microwave oven.
5. A VCR.

7. ________ is defined as being relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior.

a. Culture

b. Subculture

c. Social class

d. The family

e. A group

8. Social classes show distinct product and brand preferences in all the following

areas EXCEPT ________.

a. clothing

b. home furnishings

c. leisure activities

d. automobiles

e. fast food

9. 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.

a. culture

b. subculture

c. psychographics

d. reference groups

e. demographics

10. A(n) ________ group is one whose values or behavior an individual rejects.

a. aspirational

b. disassociative

c. membership

d. primary

e. procreational

11. 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.

a. orientation

b. procreation

c. immediacy

d. intimacy

e. reference

12. Expected to account for a quarter of the U.S. population by 2050, ________ are the fastest growing minority.

a. African Americans

b. Asian Americans

c. Hispanic Americans

d. European Americans

e. Arabic Americans

13. The dominant cohort, with respect to families, for the next fifty years may very well be the ________ cohort.

a. married-couple household

b. single adults

c. single seniors

d. married seniors

e. married-couples with parents living with them

14. Husbands and wives display different decision-making roles in most families. The trend for dominant decision making in families is for ________ to be responsible for most of the decisions.

a. the husband

b. the wife

c. joint decision making (both husband and wife)

d. holistic decision making

e. child-oriented decision making

15. The Disney Channel has become the company’s cash cow for its ability to reach the underserved ________ market—8- to 14-year-olds.

a. teen

b. twixt

c. mid-

d. tween

e. young adult

 

16. People choose products that reflect and communicate their role and actual or desired ________ in society.

a. group

b. status

c. attitudes

d. beliefs

e. feelings

17. Consumption may be shaped by ________ (such as marriage, childbirth, or divorce).

a. the psychological life cycle

b. the product life cycle

c. the life/death life cycle

d. post-puberty cycles

e. critical life events or transitions

18. Product choice is greatly affected by economic circumstances. All of the following would be among those circumstances EXCEPT ________.

a. spendable income

b. savings and assets

c. debts

d. occupation

e. borrowing power

19. ________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

a. Image

b. Personality

c. Beliefs

d. Heredity

e. Culture

20. When the Marlboro Man was depicted in advertising as a rugged outdoor, tough cowboy type, this was done to establish what is called a ________.

a. trademark

b. brand name

c. brand personality

d. psychological approach to advertising

e. brand reference

21. ________ portrays the “whole person” interacting with his or her environment.

a. Attitude

b. Reference group

c. Lifestyle

d. Culture

e. Subculture

 

22. Consumers today are experiencing a time famine because of their busy lifestyles. One way to avoid the difficulties of time famine, which is of particular interest to marketers, is ________.

a. to set fewer goals

b. to multitask

c. to give in to personal burdens

d. to report frustration to management

e. to develop a callous attitude toward marketers

23. With respect to understanding consumer behavior, there are four key psychological processes. All of the following would be among those processes EXCEPT ________.

a. motivation

b. perception

c. learning

d. self-reliance

e. memory

24. A ________ when it is aroused to a sufficient level of intensity.

a. need becomes a motive

b. motive becomes a need

c. desire becomes a reality

d. unfulfilled demand becomes a crisis

e. personal demand exceeds the ability to rationally reject

25. ________ assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own motivations.

a. Abraham Maslow

b. Frederick Herzberg

c. Sigmund Freud

d. John Cacioppo

e. Karl Marx

26. Frederick Herzberg developed a ________ that distinguishes

dissatisfiers and satisfiers.

a. trait-role theory

b. psychological constraint theory

c. probability scale

d. leadership model

e. two-factor theory

27. At the top of Maslow’s hierarchy of needs (shown as a pyramid in the text) are ________ needs.

a. esteem

b. self-actualization

c. social

d. safety

e. physiological

28. It has been estimated that the average person is exposed to over ________ ads or brand communications a day.

a. 1,500

b. 1,300

c. 1,000

d. 800

e. 500

29. ________ is the tendency to interpret information in a way that will fit our preconceptions.

a. Selective retention

b. Cognitive dissonance

c. Selective distortion

d. Subliminal perception

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