CHAPTER 1—CONSUMER BEHAVIOR AND CONSUMER RESEARCHMULTIPLE CHOICE

1. Which of the following activities are characteristic of a customer-centric firm?a. Identifying customers’ needs.b. Formulating strategies to fit customers’ needs.c. Consumer research and analysis to monitor trends.d. A and Be. A, B, and C

ANS: E

2. Consumer behavior consists of which of the following activities?a. Obtaining d. A and Bb. Consuming e. A, B, and Cc. Disposition

ANS: E

3. Consumer behavior can be defined as:a. a field of study focusing on marketing activitiesb. a field of study focusing on consumer activitiesc. a study of pricingd. the study of decision rulese. None of the above.

ANS: B

4. ____ refers to activities leading up to and including the purchase or receipt of the product.a. Purchase d. Obtainingb. Consumption e. Disposalc. ExchangeANS: D

5. ____ refers to how consumers get rid of the product and packaging.a. Purchase d. Obtainingb. Consumption e. Disposalc. Exchange

ANS: E

6. The key element in the definition of the marketing concept is:a. Consumption d. Purchaseb. Disposal e. Accommodationc. ExchangeANS: C

7. Consumption analysis refers to:a. why and how people use products.b. why and how people make products.c. when and where people dispose of products.d. A and Be. A, B, and C

ANS: D

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8. Successful organizations believe:a. consumers are influenced by the needs and wants of the organization.b. marketing is the process of transforming or changing an organization to have what people

will buy.c. marketing is not really important.d. marketing is the process of transforming consumer wants into the firm's product offering.e. None of the above.

ANS: B

9. Which of the following areas can be better understood by studying consumer behavior?a. Consumer preferences for different advertisementsb. Financial decisions c. Voting in electionsd. A and Ce. A, B, and C

ANS: E

10. ____ activities are used by public health advocates to influence people to abstain from illegal drugs or stop underage smoking.a. Promotional d. Demarketingb. Marketing e. All of the above.c. Advertising

ANS: D

11. Which of the following is not an example of demarketing activities aimed at consumers?a. Warning labelsb. Advertising restrictionsc. Bans from smoking in public placesd. Higher taxes on cigarettese. All of the above are examples of demarketing activities.

ANS: E

12. “Only the customer can fire us all” implies that:a. consumers determine which firms survive and which fail.b. customers can be manipulated into buying goods and services.c. customers are concerned only when prices go higher.d. firms should not bother with research as the customer is fickle.e. None of the above.

ANS: A

13. Many firms are trying to develop relationships with their customers because:a. people are naturally brand loyal.b. new customers are very expensive to recruit.c. doing so makes it easier to retain them.d. consumer behavior is very difficult to understand.e. B and C are correct.

ANS: E

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14. Consumer product manufacturers study consumer behavior to influence:a. brand choice d. None of the above.b. purchase e. All of the above.c. consumption

ANS: E

15. The retail supply chain does not include:a. Manufacturersb. Retailersc. Wholesalersd. Public policy makerse. The retail supply chain includes all of the above.

ANS: D

16. Facilitating organizations include:a. advertising and research firmsb. financial institutionsc. transportation or logistic firmsd. All of the above are types of facilitating organizations.e. Only A and C are types of facilitating organizations.

ANS: D

17. In the early days of the American Colonies, the power within the retail supply chain was held primarily by:a. Wholesalers d. Consumersb. Manufacturers e. None of the above.c. Retailers

ANS: A

18. The selling of the Ford Model T was an example of a ____ orientation.a. marketing d. manufacturingb. comprehensive consumer e. retailerc. wholesaler

ANS: D

19. Having what consumers are likely to buy is a characteristic of a ____ orientation.a. manufacturing d. All of the above.b. selling e. None of the above.c. marketing

ANS: C

20. Whereas a ____ focuses on how an organization adapts to consumers, a ____ extends this focus to how all organizations in a demand chain adapt to changing consumer lifestyles and behaviors.a. selling orientation; marketing orientationb. marketing orientation; comprehensive consumer orientationc. manufacturing orientation; selling orientationd. comprehensive consumer orientation; manufacturing orientatione. None of the above.

ANS: B

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21. Consumer research has three major methodological approaches. These are:a. observational, interviews and surveys, critical relativismb. observational, interviews and surveys, experimentationc. observational, critical relativism, experimentationd. experimentation, critical relativism, interviews and surveyse. experimentation, post-modernism, critical relativism

ANS: B

22. ____ is a method in which a researcher accompanies consumers through the shopping and consumption processes.a. Focus groups d. Shadowingb. Longitudinal studies e. None of the above.c. Experimentation

ANS: D

23. A consumer researcher conducting psychophysiological observations would be more likely to use which of the following methods to gather data?a. Biofeedback d. A and Bb. Magnetic resonance imaging e. A, B, and Cc. Vocal analysis

ANS: E

24. Focus groups and longitudinal studies are examples of:a. Experimentation d. Post-modernismb. Interviews and surveys e. Critical relativismc. Observation

ANS: B

25. ____ usually consist of 8 to 12 people involved in a discussion led by a moderator skilled in getting consumers to discuss a subject thoroughly.a. Focus groups d. Shadowing studiesb. Longitudinal studies e. None of the above.c. Experiments

ANS: A

26. Suppose you are interested in measuring consumers' opinions repeatedly over time in order to see if there is a change in these opinions. Which type of methodology would be most appropriate for you to use?a. Focus groups d. Shadowing studiesb. Longitudinal studies e. None of the above.c. Experiments

ANS: B

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27. ____ attempts to understand cause-and-effect relationships by carefully manipulating independent variables.a. Focus groups d. Shadowing studiesb. Longitudinal studies e. None of the above.c. Experiments

ANS: C

28. According to Chapter 1, which of the following is not a drawback of choice modeling?a. Interrelations of independent variables could make it unreliable to interpret.b. Gender differences in the participant pool may bias the analysis.c. Data may not be sufficient, accurate, up to date or relevant.d. All of the above are identified in Chapter 1 as drawbacks of choice modeling.e. None of the above are identified in Chapter 1 as drawbacks of choice modeling.

ANS: B

29. Chapter 1 indicates that the text was written with some underlying principles about consumers. Which of the following is not one of them?a. The consumer is sovereign.b. The consumer is global.c. Consumers are different; consumers are alike.d. The consumer has rights.e. All of the above are underlying principles discussed in Chapter 1.

ANS: E

30. Which of the following is not one of the Consumer Bill of Rights discussed in Chapter 1?a. The right to safety.b. The right to be informed.c. The right to choose.d. The right to enjoy a clean and healthful environment.e. All of the above are listed in the Consumer Bill of Rights.

ANS: E

31. ____ refers to the activities leading up to and including the purchase or receipt of a product while ____ refers to how, where, when, and under what circumstances consumers use products.a. Acquiring; expend d. Obtaining: consumingb. Purchase; utilize e. None of the above.c. Selecting; using

ANS: D

32. When consumer analysts recognize similarities within groups of consumers but differences between groups exist across national boundaries, this is know as:a. intermarket segmentation d. trans-national segmentationb. market segmentation e. international segmentationc. national segmentation

ANS: A

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33. In which of the following eras did the consumer have the most influence?a. Manufacturer d. Productionb. Wholesaler e. Sellingc. Retailer

ANS: C

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CHAPTER 2—CREATING MARKETING STRATEGIES FOR CUSTOMER-CENTRIC ORGANIZATIONSMULTIPLE CHOICE

1. A firm pursuing a customer-centric focus would be involved in all of the following except:a. producing new or improved productsb. utilizing evolving marketing methodsc. focusing on new or changing target marketsd. improving financial efficienciese. All of the above are areas in which a customer-centric firm is involved.

ANS: D

2. Having a customer-centric organization means that a firm has which of the following characteristics?a. System-wide simultaneous trainingb. Customer-based metricsc. Cross-function integrationd. Shared vision and valuese. All of the above are characteristics of a customer-centric organization.

ANS: E

3. Value is:a. moneyb. the difference between what consumers give up for a product and what they payc. the benefits consumers receive from the productd. less than product qualitye. None of the above.

ANS: E

4. ____ involves the allocation of resources to develop and sell products or services that consumers will perceive to provide more value then competitive products or services.a. Market analysis d. Market diversificationb. Market segmentation e. Implementationc. Marketing strategy

ANS: C

5. Marketing strategy is a process that involves which of the following areas of strategy formulation and implementation?a. Brand strategy d. A and Cb. Market analysis e. A, B, and Cc. Market segmentation

ANS: E

6. Consumer analysis should include all of the following except:a. consumer trendsb. communication methods to reach target marketsc. global consumer marketsd. models to predict purchase and consumption patternse. It should include all of the above.

ANS: E

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7. Market analysis should include all of the following except:a. the consumer d. the legal environmentb. the company e. It should include all of the above.c. competitors

ANS: E

8. To gain a competitive advantage in today’s environment, a firm should develop and communicate which of the following components to consumers?a. Brand d. A and Bb. Price e. A, B, and Cc. Product features

ANS: E

9. For a new product to avoid failure in today’s market and be successful it must:a. satisfy the needs, wants, and objectives of the management team.b. satisfy the objectives of the company’s shareholders.c. perform in a manner that is comparable to existing products on the market.d. provide the consumer with all of the benefits and product characteristics offered by the

leading competitive brand.e. None of the above.

ANS: E

10. ____ is an understanding of consumers' expressed and unspoken needs.a. Consumer analysis d. Consumer insightb. Consumer focus e. None of the above.c. Consumer intuition

ANS: D

11. When marketers study the consumer environment, they would look at all of the following except:a. demographic trendsb. personal and group influencesc. knowledge, attitudes, and motivationsd. They would look at all of the above.

ANS: D

12. Firms should anticipate which of the following from their competitors?a. Product giveaways d. B and Cb. Advertising blitzes e. All of the above.c. Price cuts

ANS: E

13. The process of identifying a group of people similar in one or more ways is called:a. Market research d. Market segmentationb. Target marketing e. None of the above.c. Market analysis

ANS: D

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14. A group of consumers with similar needs and behavior that differs from those of the entire mass market is called a:a. Market niche d. Market unitb. Market segment e. Target marketc. Mass market

ANS: B

15. ____ occurs when an organization chooses to market and sell the same product and service to all consumers.a. Niche marketing d. Mass market customizationb. Market aggregation e. Target marketingc. Market consolidation

ANS: B

16. Factors leading to the demise of mass marketing include:a. consumer affluence d. Only A and B b. manufacturing technology e. All of the above are factors.c. multiple distribution channels

ANS: E

17. Which of the following is not a variable used for segmenting consumer markets?a. Demographicsb. Psychographicsc. Purchase behaviord. Geographical characteristicse. All of the above are variables used for segmenting consumer markets.

ANS: E

18. Customizing goods or services for individual customers in high volumes and at relatively low costs is known as:a. target marketing d. mass customizationb. niche marketing e. niche customizationc. mass marketing

ANS: D

19. Which is not a factor in determining the attractiveness of a market segment?a. Measurability d. Substantialityb. Marketability e. Congruencyc. Accessibility

ANS: B

20. The ability to obtain information about the size nature and behavior of the market segment refers to:a. Measurability d. Substantialityb. Marketability e. Congruencyc. Accessibility

ANS: A

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21. The degree to which a market can be reached is called:a. Measurability d. Substantialityb. Marketability e. Congruencyc. Accessibility

ANS: C

22. The size of the market refers to:a. Measurability d. Substantialityb. Marketability e. Congruencyc. Accessibility

ANS: D

23. How similar members are to each other refers to:a. Measurability d. Substantialityb. Marketability e. Congruencyc. Accessibility

ANS: E

24. The four elements of the marketing mix are:a. product, price, place, and prestige.b. price, position, place, and promotion.c. place, product, price, and promotion.d. promotion, place, prestige, and product.e. position, price, product, and promotion.

ANS: C

25. The total bundle of utilities obtained by consumers in the exchange process is called the:a. Price d. Prestigeb. Promotion e. Placec. Product

ANS: C

26. In the 4 P’s that comprise the marketing mix, product refers to:a. goods d. A and Bb. services e. A, B, and Cc. tangible and intangible attributes

ANS: E

27. In the 4 P’s that comprise the marketing mix, ____ is when the firm decides on the most effective outlets through which to sell their products and how best to get them there.a. position d. placeb. promotion e. locationc. product

ANS: D

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28. The total bundle of disutilities given up by consumers in exchange for a product is the:a. Price d. Prestigeb. Promotion e. Placec. Product

ANS: A

29. In the 4 P’s that comprise the marketing mix, price refers to the disutilities given up by consumers. These disutilities include:a. cash or credit card debt. d. A and B onlyb. time or inconvenience. e. A, B, and Cc. psychological risk.

ANS: E

30. According to consumer research, which of the following prices would be most likely to evoke perceptions of high quality?a. $30.00 d. $29.75b. $29.98 e. $27.99c. $25.50

ANS: A

31. In the 4 P’s that comprise the marketing mix, promotion refers to:a. advertising and public relations. d. A and Bb. sales promotion. e. A, B and Cc. price.

ANS: D

32. Which of the following cannot be viewed as a brand?a. Firmsb. Institutionsc. Peopled. Servicee. All of the above can be viewed as a brand.

ANS: E

33. The functional elements of a brand does not include:a. Qualityb. Performancec. Logisticsd. Servicee. All of the above are functional elements of a brand.

ANS: D

34. The emotional elements of a brand includes:a. Image d. Evoked feelingsb. Personality e. All of the above.c. Style

ANS: E

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35. Which is not one of the seven R's of the marketing mix?a. Resources d. Retailerb. Reliability e. Repetitivenessc. Rate

ANS: E

36. Of the seven R's, which one is concerned with dependency on the supply chain?a. Resources d. Retailerb. Reliability e. Repetitivenessc. Rate

ANS: B

37. Of the seven R's, which one is concerned with speed to market?a. Resources d. Retailerb. Reliability e. Repetitivenessc. Rate

ANS: C

38. Which of the following would not strengthen customer loyalty?a. Instituting a total quality control policyb. Building realistic expectationsc. Providing guaranteesd. Soliciting customer feedbacke. All of the above should strengthen customer loyalty.

ANS: E

39. The final stage of marketing strategy in customer-centric organizations is:a. brand strategy.b. implementation.c. market analysis.d. market segmentation.e. manufacturing and production efficiencies.

ANS: B

40. Thinking globally requires the ability to understand markets beyond one's own country of origin with respect to:a. sources of demandb. sources of supplyc. methods of effective management and marketingd. A and Be. All of the above.

ANS: E

41. ____ is the comparison of similarities and differences in behavioral and physical aspects of cultures.a. Ethnographics d. Country-of-origin researchb. Cross-cultural analysis e. Intermarket analysisc. Cultural empathy

ANS: B

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42. The ability to understand the inner logic and coherence of other ways of life and refrain from judging other value systems is called:a. Ethnographics d. Country-of-origin researchb. Cross-cultural analysis e. Intermarket analysisc. Cultural empathy

ANS: C

43. ____ can help analyze the subtle ways buyers and sellers interact in the marketplace and can be useful in business negotiation processes.a. Ethnographics d. Country-of-origin researchb. Cross-cultural analysis e. Intermarket analysisc. Cultural empathy

ANS: A

44. The identification of groups of customers who transcend traditional market or geographic boundaries is called:a. Ethnographics d. Country-of-origin researchb. Cross-cultural analysis e. Intermarket analysisc. Cultural empathy

ANS: E

45. Some advertising messages and specific product characteristics tend to be better suited than others for a globalized advertising approach. These include:a. The product satisfies universal needs and desiresb. The communication message is based on similar lifestylesc. The appeal of the ad is to basic human needs and emotionsd. A and Ce. All of the above.

ANS: E

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CHAPTER 12—FAMILY AND HOUSEHOLD INFLUENCES

MULTIPLE CHOICE

1. What % of all U.S. households owns a pet?a. 37% d. 61%b. 48% e. 74%c. 56%

ANS: C

2. Families are important to businesses because:a. many products are purchased by the family unit.b. individuals' buying decisions may be influenced heavily by other family members.c. families are easier to target than individuals.d. A and Be. A, B, and C

ANS: D

3. The term ____ is used to describe all persons, both related and unrelated, who occupy a housing unit.a. nuclear family d. co-habitationb. extended family e. None of the above.c. household

ANS: C

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4. The ____ is the nuclear family, plus other relatives, such as grandparents, uncles, and aunts, cousins and parents-in-law.a. nuclear family d. family of procreationb. extended family e. None of the above.c. family of orientation

ANS: B

5. A group of two or more persons related by blood, marriage, or adoption is known as a:a. family d. family of orientationb. household e. None of the above.c. family of procreation

ANS: A

6. The family into which one is born is called the:a. extended family d. family of orientationb. nuclear family e. None of the above.c. family of procreation

ANS: D

7. The family into which one marries is called the:a. extended family d. family of orientationb. nuclear family e. None of the above.c. family of procreation

ANS: C

8. Which of the following terms can be used by marketers to study families as a unit of analysis?a. Households d. A and Bb. Consumer unit e. A, B, and Cc. Minimal household unit

ANS: E

9. The term CU refers to:a. consumer unit d. customer unityb. customer unit e. None of the above.c. competitive unit

ANS: A

10. The term MHU stands for:a. maximum household unit d. marginal housing unitb. minimal household unit e. None of the above.c. maximal household unit

ANS: B

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11. Structural variables affecting households and families include:a. marital status d. A and Cb. employment status e. A, B, and Cc. presence of children

ANS: E

12. Which of the following is not one of the sociological variables used to explain how families function?a. Cohesionb. Adaptabilityc. Communicationd. Structuree. All of the above are sociological variables that can be used to explain how families

function.

ANS: D

13. ____ is the emotional bonding between family members.a. Affect d. Commitmentb. Cohesion e. None of the above.c. Unity

ANS: B

14. Adaptability measures the ability of a family to change its:a. power structure d. A and Bb. role relationships e. B and Cc. income

ANS: D

15. A/an ____, also known as functional roles, involves financial performance and other functions performed by group members.a. instrumental role d. supportive roleb. expressive role e. None of the above.c. family role

ANS: A

16. A/an ____ involves supporting other family members in the decision-making process and expressing the family's aesthetic or emotional needs, including upholding family norms.a. instrumental role d. supportive roleb. expressive role e. None of the above.c. family role

ANS: B

17. Which of following is not one of the individual roles in family decision making?a. User d. Transmitterb. Decider e. Initiatorc. Influencer

ANS: D

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18. Which of the following is not one of the categories used for representing the relative influence of spouses in family buying decisions?a. Jointb. Wife dominantc. Husband dominantd. Child dominante. All of the above are categories used for representing spousal influence.

ANS: D

19. What does the term FLC mean?a. Forever Lifetime Customers d. Family Lessons Continueb. Family Life Cycle e. None of the above.c. Family Lifestyle Consumption

ANS: B

20. What does CLC stand for?a. Continuous Lifetime Customers d. Competition Learns Continuouslyb. Consumer Life Cycle e. None of the above.c. Consumers Love Competition

ANS: B

21. Which of the following terms can be used to describe the series of stages a family passes through over time?a. Family life cycle d. A and Bb. Household life cycle e. A, B, and Cc. Consumer life cycle

ANS: E

22. At which stage of the family life cycle is the family most satisfied with its financial position?a. Newly married couples d. Empty nest Ib. Full nest I e. Empty nest IIc. Full nest III

ANS: D

23. Which of the following changes related to marriage and family have not been occurring in American society over the past three decades?a. Higher rates of divorceb. Delays in second marriagesc. Nonmarital cohabitationd. The ratio of married and single households are almost equale. All of the above are changes that have been occurring.

ANS: B

24. The basic structure of families and households is changing in which of the following?a. United States d. B and Cb. Canada e. A, B, and Cc. Europe

ANS: E

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25. Over the past three decades, the average household size in the United States has ____.a. increased c. remained the sameb. decreased

ANS: B

26. In terms of their career orientation, working women can be classified as:a. hard workers versus lazy workers.b. get the job done workers versus career workers.c. just-a-job workers versus career workers.d. part-time workers versus full-time workers.e. None of the above.

ANS: C

27. Chapter 12 discusses how LeoShe has divided mothers into different groups. Which of the following is not one of these groups?a. Miracle Mothersb. Tug of War Momsc. Strong Shouldersd. Mothers of Inventione. All of the above are groups mothers are divided into.

ANS: A

28. According to Chapter 12, which of the following stores do children like to shop at?a. Convenience stores d. Grocery storeb. Mass merchandisers e. All of the above.c. Specialty stores

ANS: E

29. Children average just over ____ store visits per year, either alone or with parents.a. 200 d. 2000b. 500 e. 5000c. 1000

ANS: A

30. Most children make their first independent purchase at:a. convenience stores. d. music stores.b. grocery stores. e. None of the above.c. electronics stores.

ANS: A

31. On which of the following do children aged 4-12 spend the most money?a. Apparel d. Electronicsb. Entertainment e. Otherc. Food and Beverages

ANS: C

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32. Cohabitating couples made up ____ percent of the population in 1970 compared to ____ percent in 2000.a. 1.04; 7.0 d. 1.0; 5.0b. 0.3; 5.6 e. None of the above.c. 2.7; 3.4

ANS: D

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CHAPTER 13—GROUP AND PERSONAL INFLUENCE

MULTIPLE CHOICE

1. Which of the following is capable of exerting reference group influence?a. Sports teams d. A and Cb. Families e. A, B, and Cc. Famous or admired individuals

ANS: E

2. Which of the following is not a type of reference group?a. Primaryb. Aspirationalc. Transientd. Formale. All of the above is a type of reference group.

ANS: C

3. ____ groups usually exert the greatest reference group influence.a. Primary d. Formalb. Aspirational e. Informalc. Secondary

ANS: A

4. ____ groups are a social aggregation that is sufficiently intimate to permit and facilitate unrestricted direct interaction.a. Primary d. Formalb. Aspirational e. Informalc. Secondary

ANS: A

5. ____ groups have face-to-face interaction, but it is more sporadic, less comprehensive, and less influential in shaping thought and behavior.a. Primary d. Formalb. Aspirational e. Informalc. Secondary

ANS: C

6. ____ groups are those with which the individual tries to avoid association.a. Primary d. Disassociativeb. Formal e. Aspirationalc. Informal

ANS: D

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7. ____ groups are characterized by a defined structure and a known list of members and requirements for membership.a. Primary d. Membershipb. Formal e. Aspirationalc. Informal

ANS: B

8. What are the three primary types of influence that affect individuals’ decisions, behaviors, purchases, and lifestyles?a. Normative; Social image; Primaryb. Secondary; Informational; Aspirationalc. Membership; Social image; Formald. Informational; Normative; Value-expressivee. None of the above.

ANS: D

9. Which of the following is not a type of group influence discussed in Chapter 13?a. Normative influenceb. Social image influencec. Informational influenced. Value-expressive influencee. All of the above is a type of group influence discussed in Chapter 13.

ANS: B

10. ____ influence occurs when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors.a. Social Image d. Normativeb. Value-Expressive e. Formalc. Informational

ANS: B

11. ____ influence occurs when individuals alter their behaviors or beliefs to meet the expectations of a particular group.a. Social Image d. Normativeb. Value-Expressive e. Formalc. Informational

ANS: D

12. Reference groups:a. help in the socialization process.b. provide a useful basis for social comparison.c. are important in obtaining compliance with societal norms.d. A and Ce. A, B, and C

ANS: E

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13. A change in beliefs or actions based on real or perceived group pressures is called:a. conformity d. observanceb. compliance e. None of the above.c. acceptance

ANS: A

14. ____ occurs when an individual conforms to the wishes of the group without accepting all its beliefs or behaviors.a. Conformity d. Observanceb. Compliance e. Conspicuousnessc. Acceptance

ANS: B

15. ____ occurs when an individual actually changes his or her beliefs and values to those of the group.a. Conformity d. Observanceb. Compliance e. Conspicuousnessc. Acceptance

ANS: C

16. The term ____ is used to refer to a weakened respect for social norms.a. disregard d. anomieb. apathy e. disrespectc. disassociative

ANS: D

17. People are more likely to conform to group norms when:a. the rewards for conforming are high.b. the costs of conforming are low.c. the behavior is not publicly conspicuous.d. A and Be. A, B, and C

ANS: D

18. Which of the following is not one of the ways celebrities are used in advertising?a. Giving testimonials.b. Giving endorsements.c. Appearing as an actor or actress.d. Serving as a company spokesperson.e. Celebrities are used in all of these ways in advertising.

ANS: E

19. Which of the following represent dyadic exchanges?a. Word-of-mouth communication d. A and Bb. Service encounters e. A, B, and Cc. Advertising

ANS: D

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20. The informal transmission of ideas, comments, opinions, and information between two people is called:a. opinion leadership d. acceptanceb. word-of-mouth communication e. None of the above.c. compliance

ANS: B

21. Personal influence in the form of opinion leadership is most likely to occur when:a. the consumer has limited product knowledge.b. the consumer lacks the ability to evaluate the product.c. the product is not highly visible to others.d. A and Be. A, B, and C

ANS: D

22. The characteristics of opinion leaders include:a. being very involved with a product category.b. being less socially compliant.c. possessing greater self-confidence.d. A and Ce. A, B, and C

ANS: D

23. ____ refers to individuals who are the first to try new products.a. Product innovator d. Diffuserb. Surrogate consumer e. None of the above.c. Market maven

ANS: A

24. A ____ is an individual who acts as an agent to guide, direct, and/or conduct activities in the marketplace.a. product innovator d. receiverb. surrogate consumer e. None of the above.c. market maven

ANS: B

25. ____ refers to the detailed understanding and focus on customers’ needs, lifestyles, and behaviors in an effort to create a deep cultural connection with customers.a. Trickle-down theory d. Relationship marketingb. Customer intimacy e. Customer relationship managementc. Reverse customer intimacy

ANS: B

26. ____ refers to how well marketers facilitate customers knowing the marketer.a. Trickle-down theory d. Relationship marketingb. Customer intimacy e. Customer relationship managementc. Reverse customer intimacy

ANS: C

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27. According to trickle-down theory:a. children learn shopping from their parents.b. small companies adopt the marketing practices of larger companies.c. lower-class consumers often emulate the behavior of their higher-class counterparts.d. opinion leaders disseminate information to opinion seekers.e. None of the above.

ANS: C

28. According to ____, information can flow directly to different types of consumers, including opinion leaders, gatekeepers, and opinion seekers.a. the two-step flow of communication modelb. trickle-down theoryc. the multistep flow of communication modeld. personal influence modele. None of the above.

ANS: C

29. Ways to stimulate word-of-mouth communication include:a. lending opinion leaders a product to display and use.b. getting an opinion leader to use his or her home for a product presentation.c. providing incentives for new customers.d. A and Be. A, B, and C

ANS: D

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CHAPTER 11—CULTURE, ETHNICITY, AND SOCIAL CLASS

MULTIPLE CHOICE

1. Over half of the world's consumers live in a/n ____ society.a. individualistic d. business-orientedb. collectivist e. None of the above.c. consumer-oriented

ANS: B

2. Culture refers to:a. a set of values d. other meaningful symbolsb. ideas e. All of the above.c. artifacts

ANS: E

3. Culture helps individuals to:a. communicate d. A and Cb. evaluate e. A, B, and Cc. interpret

ANS: E

4. Which of the following is not an influence on culture?a. Ethnicity d. Artifactsb. Race e. All of the above influence culture.c. Religion

ANS: D

5. Which of the following is not a cultural artifact?a. Booksb. Buildingsc. Computersd. A pair of Levi jeanse. All of the above are cultural artifacts.

ANS: E

6. Abstract elements of a culture can include:a. Attitudes d. B and Cb. Values e. A, B, and Cc. Summary constructs

ANS: E

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7. Material components of a culture are sometimes referred to as:a. cultural artifacts d. brand namesb. products e. None of the above.c. symbols

ANS: A

8. According to Chapter 11, products cannot also be utilized to provide:a. symbols of meaning d. family relationshipsb. icons e. None of the above.c. ritual behavior

ANS: E

9. Which of the following is not influenced by culture?a. Values and normsb. Beliefs and attitudesc. Mental processes and learningd. Sense of self and spacee. All of the above are influenced by culture.

ANS: E

10. Norms are:a. values and symbols that apply to entire society.b. values and symbols of a respective group or segment of consumers.c. rules of behavior about how individuals should behave.d. A and Ce. B and C

ANS: C

11. The processes by which people develop their values, motivations, and habitual activities are called:a. macroculture d. normsb. microculture e. None of the above.c. socialization

ANS: C

12. ____ refers to the values and symbols that apply to an entire society or most of its citizens.a. Macroculture d. Normsb. Microculture e. None of the above.c. Socialization

ANS: A

13. Culture does not influence which stage of the decision-making process?a. Searchb. Pre-purchase alternative evaluationc. Purchased. Consumptione. Culture influences all of these stages of the decision-making process.

ANS: E

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14. The basic group of products essential to a store’s traffic, customer loyalty, and profits is known as ____.a. core values d. consistent earnersb. standard products e. None of the abovec. core merchandise

ANS: C

15. Which of the following statements about core values is incorrect?a. Core values define how products are used in a society.b. Core values provide negative and positive valences for brands and communication

programs.c. Core values define acceptable market relationships.d. Core values define ethical behavior.e. None of the above is incorrect.

ANS: E

16. Chapter 11 acknowledges that changes in values may alter the responses of consumers to which of the following?a. service offerings d. A and Cb. retailing formats e. All of the above.c. advertising

ANS: E

17. Chapter 11 acknowledges that values are changing for several reasons. Which of the following is not one of these reasons?a. Changing family influencesb. Changing marketing practicesc. Changing religious influencesd. Changing educational institutionse. All of the above are discussed in Chapter 11 as reasons for changing values.

ANS: B

18. According to Chapter 11, which of the following is not one of the changes occurring in the family?a. Increasing divorce ratesb. More time for in-home or parent-child influence.c. The isolated nuclear familyd. A and Ce. All of the above are changes occurring in the family.

ANS: B

19. Which of the following is not one of the trends in religion occurring in the United States?a. An increase in loyalty to traditional churches and religions.b. Women becoming more religious.c. An increase in non-Christian religions.d. A shift from traditional religion to spirituality.e. All of the above are religious trends in the United States.

ANS: A

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20. Which of the following is not one of the consumer age cohorts discussed in Chapter 11?a. The Depression cohortb. The Boomers cohortc. The Generation X cohortd. The Drivers cohorte. All of the above all are cohorts discussed in Chapter 11.

ANS: D

21. Which of the following is not a core American value?a. Material well-beingb. Time is moneyc. Self-indulgenced. Mastery over naturee. All of the above are core American values.

ANS: C

22. Which of the following is not a dimension that is common to different cultures?a. Uncertainty avoidance d. Masculinity-Femininityb. Individualism e. None of the above.c. Power distance

ANS: E

23. One difference between consumers in Canada and the United Sates is that Canadians:a. are more laissez-faire economically than Americans.b. less observant of law and order than Americans.c. worship success less than Americans.d. are more cautious than Americans.e. All of the above.

ANS: D

24. Which of the following variables is not important to consumer analysts in understanding a consumer’s social class?a. Occupationb. Personal performancec. Possessionsd. Class consciousnesse. All of the above are important to consumer analysts in understanding consumer’s social

class.

ANS: E

25. In defining ethnicity, a(n) ____ definition is derived from sociocultural categories while a ____ perspective reflects ascriptions people make about themselves.a. subjectivist; objectivist d. objectivist; subjectivistb. objectivist; individualist e. collectivist; individualistc. individualist; collectivist

ANS: D

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26. ____ is the degree to which a consumer has learned the way of a different culture compared to how they were raised.a. Acculturation d. Integrationb. Assimilation e. None of the above.c. Acquiescence

ANS: A

27. According to Chapter 11, which country has contributed the greatest number of immigrants to the United States?a. France d. Mexicob. England e. Irelandc. China

ANS: B

28. Which of the following ethnic groups has the highest average income?a. Non-Hispanic white d. African Americanb. Hispanic e. American Indianc. Asian

ANS: C

29. The primary structural influences shaping African American markets today include:a. Income d. A and Bb. Education e. A, B, and Cc. Families

ANS: E

30. Compared to other ethnic groups, Asian-Americans are more likely to:a. have a lower income. d. B and Cb. own their own business. e. A, B, and Cc. be more educated.

ANS: D

31. Humberto Valencia has identified several types of blunders made in marketing to Hispanics. Which of the following is not one of them?a. Translation blundersb. Cultural ethnocentrismc. Failing to appreciate Hispanic segment idiosyncrasiesd. Culture misunderstandingse. All of the above are types of blunders made in marketing to Hispanics.

ANS: B

32. Which of the following is not an attribute typically important to Latinos in their purchase behavior?a. Product qualityb. Pricec. Shopping eased. All of the above are attributes typically important to Latinos in their purchase behavior.

ANS: D

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33. ____ is a relatively permanent and homogenous division in a society into which individuals or families sharing similar values, lifestyles, wealth, education, economic positions, and behavior can be categorized.a. Status group d. Status segmentb. Social class e. None of the above.c. Social club

ANS: B

34. ____ occurs when people rate high on one variable but low on another in measuring social class.a. Social stratification d. Parody displayb. Status inconsistency e. None of the above.c. Social mobility

ANS: B

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