MAR4503 Consumer Behavior


Quiz 1 Chapter 1

 

Question 1

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Tacoda Systems tracks consumers’ online activity and delivers specific banners based on that activity. This tracking and ad delivery system has been installed on almost 3,000 websites, and advertisers pay on a pay-for-performance basis, which means that advertisers pay Tacoda Systems only when a consumer clicks on their ad. The tracking of online activity and delivery of ads based on that activity is called _____.

click-throughs

behavioral targeting

spamming

blogging

cookie targeting

 

 

Question 2

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Which of the following is included in marketing communications?

advertising

sales force

public relations

packaging

all of the above

 

 

Question 3

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Which of the following is used to evaluate the attractiveness of various market segments?

segment size

distribution available

fit with company image

cost to serve

all of the above

 

 

Question 4

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Which type of decisions involve very little effort or thought on the part of the consumer?

primary decisions

top-of-mind decisions

low-involvement decisions

automatic decisions

self-related decisions

 

 

Question 5

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Marketing strategy begins with _____.

market segmentation

targeting

conducting an outcomes assessment

objective setting

conducting a market analysis

 

 

Question 6

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An image of the product or brand in the consumer’s mind relative to competing products and brands is referred to as the product’s _____.

equity

extension

message

placement

position

 

 

Question 7

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To be successful, a product must _____.

meet the needs of the target market better than the competition does

be lower priced than competitors’ products

be of higher quality than competitors’ products

be advertised more than competitors’ products

have greater distribution than the competition does

 

 

Question 8

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Which element of the marketing mix is concerned with having the product available where target customers can buy it?

product

price

distribution

communications

placement

 

 

Question 9

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A portion of a larger market whose needs differ somewhat from the larger market is referred to as a(n) _____.

market segment

niche

subgroup

ancillary market

secondary market

 

 

Question 10

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Economically developed societies are often referred to as marketing societies.

True

False

Question 11

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_____ represents how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them.

Lifestyle

Self-concept

Position

Status

Social class

 

 

Question 12

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Which of the following is part of the marketing mix?

product

price

communications

distribution

all of the above

 

 

Question 13

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Which of the following is NOT considered one of the firm’s outcomes of the marketing strategy and consumer behavior process?

product position

customer satisfaction

service

sales and profits

all of the above are considered outcomes for the firm

 

 

Question 14

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Marketing strategy begins with objective setting.

True

False

 

 

Question 15

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Tracking consumers’ online activity and delivering specific banner ads based on that activity is known as _____.

clickstream

blogging

spam

behavioral targeting

electronic targeting

 

 

Question 16

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Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his life and career. He also wants it to be a high-performance automobile. Dependability, status, and performance represent Barry’s _____.

self-image

need set

alter ego

unarticulated needs

lifestyle

 

 

Question 17

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Which is NOT a step in the consumer’s decision process?

information search

postpurchase processes

problem recognition

alternative evaluation and selection

self-concept analysis

 

 

Question 18

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A product’s position refers to _____.

its shelf location in retail stores

an image of the product in the consumer’s mind relative to competing products

its price relative to other products in the firm’s product line

its price relative to competitors’ products

its stage in the product development process

 

 

Question 19

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Lifestyle is the totality of an individual’s thoughts and feelings about him- or herself.

True

False

 

 

Question 20

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Why is China very attractive to marketers around the world?

because it represents a collective approach to marketing in contrast to the traditional individualist approach used in the United States and other western cultures

Chinese consumers are very brand loyal

they are the heaviest users of the Internet

Chinese teens are easier to understand because they are less “trendy” than teenagers from other countries

because of its massive population, rising income, and emerging youth market

 

 

Quiz 2 Chapter 2

 

 

Question 1

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Which of the following is a factor influencing nonverbal communications?

things

relationships

space

symbols

all of the above

 

 

Question 2

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Which one of the four segments of world citizens feels positively about international brands, values their symbolic aspects, and is less concerned about corporate responsibility?

Global citizens

Global dreamers

Antiglobals

Global Agnostics

Global trendsetters

 

 

Question 3

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Personal space refers to the nearness that others can come to you in various situations without your feeling uncomfortable.

True

False

 

 

Question 4

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What are the two major ways time varies between cultures?

primary and secondary

work and leisure

family and personal

monochronic and polychronic

perspective and interpretation

 

 

Question 5

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Jose is from Brazil and is currently enrolled in an MBA program at a U.S. university. He routinely comes to class 30-60 minutes late and does not turn in assignments by the deadline. One of his professors pulled him aside and asked him why he’s always late for class and turns his work in late. Jose was surprised that his professor was bothered by this as this behavior is entirely acceptable in Brazil. In fact, it’s expected. Which of the following best describes Jose’s time perspective?

spontaneous

parallel

monochronic

polychronic

variable

 

 

Question 6

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_____ describes a population in terms of its size, structure, and distribution.

Economics

Demographics

Psychographics

Geographics

Lifestyles

 

 

Question 7

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Which value has a strong influence on entrepreneurship and economic development as well as new-product acceptance?

individual/collective

competitive/cooperative

tradition/change

risk taking/security

masculine/feminine

 

 

Question 8

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Which of the following is NOT an example of an environment-oriented value?

cleanliness

tradition/change

nature

competitive/cooperative

problem solving/fatalistic

 

 

Question 9

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_____ represents generally accepted ways of behaving in social situations.

Guanxi

Etiquette

Demographics

Culture

Monochronism

 

 

Question 10

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In Japan, the exchange of meishi is the most basic of social rituals in a nation where social ritual matters very much. The act of exchanging meishi is weighted with meaning. Once the social minuet is completed, the two know where they stand in relation to each other and their respective statures within the hierarchy of corporate or government bureaucracy. What is “meishi”?

shaking hands

exchange of business cards

introductions by a third party

formal invitation

bows

 

 

Question 11

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_____ refers to the degree to which people accept inequality in power, authority, status, and wealth as natural or inherent in society.

Cooperation

Power distance

Collectivism

Individualism

Status

 

 

Question 12

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Nicholas is examining how people in India perceive time, space, symbols, relationships, agreements, things, and etiquette. He is interested in these factors because they influence _____.

language

demographics

nonverbal communications

values

laws

 

 

Question 13

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Global citizens are highly concentrated in the United States and the United Kingdom.

True

False

 

 

Question 14

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Other-oriented values reflect a society’s view of the appropriate relationships between individuals and groups within that society.

True

False

 

 

Question 15

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Karen’s father is an executive for a major international corporation and has been transferred to various countries over the years. With each move, Karen is enrolled in a new school. Even though English is spoken in the schools she attends, there are students from all over the world whose parents have jobs similar to Karen’s father. With each new school, Karen spends the first few weeks merely observing the other students to learn which behaviors are appropriate in specific situations because she’s learned that at each school the kids behave differently. Karen is attempting to learn that student body’s specific _____ regarding behavior.

rules

guidelines

precepts

norms

prescriptions

 

 

Question 16

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Collectivism is a defining characteristic of American culture.

True

False

 

 

Question 17

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With respect to demographics, which of the following refers to the number of individuals in a society?

distribution

size

structure

dispersion

concentration

 

 

Question 18

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In the United States, promptness is considered a virtue. Americans are expected to be on time to an event, and they expect others to do so as well. Which aspect of culture best explains this behavior?

Culture is a simple concept.

Culture is something one is born with.

Culture is unique to each individual in a society.

Culture is time-bound.

Culture is acquired, that is, it is learned.

 

 

Question 19

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What is the largest single influence on the movement toward uniformity in the global youth market?

mass media

education

work

travel

religion

 

 

Question 20

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_____ refers to the physical location of individuals in terms of geographic region and rural, suburban, and urban location.

Size

Structure

Distribution

Dispersion

Concentration

 

 

Quiz 3

 

 

 Chapter 4

 

 

Question 1

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Which of the following is NOT a reason why the population of the United States has grown steadily since 1960?

longer life expectancies

increasing birth rate for most of the period between 1960 and today

immigration

baby boomers moving through child-bearing years

all of the above are reasons why the population of the United States has grown

 

 

Question 2

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Placing ads in videogames is known as _____.

video advertising

integrated advertising

advergaming

message integration

entertainment integration

 

 

Question 3

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Buzz is a self-employed construction worker. He is proud of his ability to do “real work” and sees himself as the often-unappreciated backbone of America. He dislikes the upper-middle class and prefers products and stores positioned toward his social-class level. Which term best describes Buzz?

working-class stiff

“blue blood” class

white collar worker

working-class aristocrat

no-collar worker

 

 

Question 4

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Generation Y is sometimes referred to as the _____.

baby bust generation

echo boom

boomerangs

baby boomlet

step-boomers

 

 

Question 5

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Procter & Gamble is a major consumer packaged goods manufacturer. Which age category provides the greatest opportunity for P&G in terms of growth between 2010 and 2020?

< 10

20-29

40-49

60-69

> 69

 

 

Question 6

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The more consistent an individual is on all status dimensions, the greater the degree of _____ for the individual.

status maturity

status permanence

status inflexibility

status crystallization

status flexibility

 

 

Question 7

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Generation Z are more “risk takers” than Generation X or Generation Y.

True

False

 

 

Question 8

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The newest generation born after 1994 is known as the Millennials.

True

False

 

 

Question 9

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In the Hollingshead Index of Social Position, which is true?

occupation is given a higher weight than education

occupation is given the same weight as education

income is given a higher weight than occupation

occupation is given a lower weight than education

income is given a lower weight than education

 

 

Question 10

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Income enables purchases but does not generally cause or explain them.

True

False

 

 

Question 11

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The children of the original baby boomers are known as _____.

the baby bust generation

Generation X

Generation Y

Generation Z

the Millennial generation

 

 

Question 12

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The largest, most diverse generational segment is

Generation X.

Generation Y.

Generation Z.

baby boomers.

tweens.

 

 

Question 13

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The baby boom generation is the first American generation to seriously confront the issue of “reduced expectations.”

True

False

 

 

Question 14

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Demographics describe a population in terms of its size, distribution, and structure.

True

False

 

 

Question 15

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Which boomer segment, identified by Focalyst, is highly connected with friends and community, which may explain their positive outlook?

yesterday

today

tomorrow

futurists

optimists

 

 

Question 16

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Education provides a complete explanation for consumption patterns.

True

False

 

 

Question 17

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Individuals born before 1930 belong to which generation?

pre-Depression generation

Depression generation

baby boom generation

Generation X

Generation Y

 

 

Question 18

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A(n) _____ is a group of persons who have experienced a common social, political, historical, and economic environment.

census age group

age cohort

cognitive group

chronological group

demographic group

 

 

Question 19

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Individuals born between 1977 and 1994 belong to which generation?

baby boom

Generation X

Generation Y

Generation Z

Millennial generation

 

 

Question 20

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Carl is a physician earning $300,000 per year. Using the Coleman-Rainwater system, identify the social class to which Carl belongs

upper-upper

lower-upper

upper-middle

middle

working

 

 

Quiz 4

 

 Chapter 5

 

 

Question 1

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Which of the following was the source of the most immigrants into the United States in 2009?

Asia

Mexico

Europe

Latin America

Africa

 

 

Question 2

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In terms of the Asian American market, which segment identified by Market Segment Research is older, often retired, has strong identification with their original culture, tends to use their native language as their primary language, and is not concerned about status?

Traditionalists

Established

Living for the Moment

Market followers

Contented

 

 

Question 3

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Which type of subculture arises as a result of climatic conditions, the natural environment and resources, the characteristics of the various immigrant groups that have settled there, and significant social and political events?

ethnic

regional

religious

generational

transient

 

 

Question 4

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Jeffrey is a 35 year old African American who is positive about the future. He describes himself as Black, but feels Black slang should be avoided. To which segment of the African American market identified by Yankelovich would Jeffrey belong?

New Middle Class

Black Onliners

Digital Networkers

Boomer Blacks

Faith Fulfills

 

 

Question 5

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Which African American market segment identified by Yankelovich is older, upper middle class, heavily online, prefers Black advertising, and strongly supports “Buying Black.”

Broadcast Blacks

Black is Better

Boomer Blacks

Digital Networkers

Faith Fulfills

 

 

Question 6

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Market Segment Research found three groups of Asian Americans on the basis of their demographics and attitudes that cut across nationality groups. Which of the following is one of the segments identified?

Confucianists

Conformists

Traditionalists

Market followers

all of the above

 

 

Question 7

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There are several Asian American markets, based primarily on nationality and language. Each of these in turn can be further segmented on _____.

degree of acculturation

social class

generation

lifestyle

all of the above

 

 

Question 8

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Asian Americans are the highest educated and highest income group with substantial purchasing power.

True

False

 

 

Question 9

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Robert is a successful 51 year old, lives in the suburbs, and enjoys reading Jet and Ebony magazines. He drives out of his way to shop exclusively at black-owned businesses. To which segment of the African American market identified by Yankelovich would Robert belong?

Broadcast Blacks

Black is Better

Boomer Blacks

Digital Networkers

Faith Fulfills

 

 

Question 10

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Which of the following is the largest Native American tribe?

Cherokee

Navajo

Sioux

Chippewa

Choctaw

 

 

Question 11

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Key aspects of Procter & Gamble’s My Black is Beautiful campaign included ____.

a 12-page advertorial in Essence magazine.

a My Black is Beautiful conversation tour in various U.S. locations.

a website that provides a forum for discussion and provides ongoing initiatives information.

grants to community-based organizations related to the health and education of black women.

all of the above

 

 

Question 12

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Compared to the white population, Asian Americans tend to _____.

be younger

be higher educated

have a higher household income

be a larger subculture

b and c

 

 

Question 13

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The generation of Asian Americans which was born in the United States to immigrant parents is sometimes referred to as _____.

Generation 2.0

the Next Generation

the Millenials

Generation American

Generation 3.0

 

 

Question 14

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The degree to which an individual behaves in a manner unique to a subculture depends on _____.

the extent to which the individual identifies with that subculture

how long the individual has been in this country

the age of the individual

the education of the individual

the extent to which others in that subculture accept that individual

 

 

Question 15

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Which of the following groups is characterized by a strong belief in the literal truth of the Bible, a very strong commitment to their religious beliefs, having had a “born-again” experience, and encouraging others to believe in Jesus Christ?

Buddhists

Confucianists

Born-again Christians

Islamists

Jewish

 

 

Question 16

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The relatively faster growth rate of non-European groups is due to a higher birthrate among some of these groups and to greater immigration.

True

False

 

 

Question 17

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Which segment of the African American market identified by Yankelovich is middle age, upper-middle income, family-oriented, and prefers to be around people of their own ethnicity?

Black Onliners

Black is Better

Digital Networkers

Boomer Blacks

Faith Fulfills

 

 

Question 18

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Which of the following magazines is NOT in the Black Men’s Top 5?

Maxim

Time

Jet

Ebony

Sports Illustrated

 

 

Question 19

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Which of the following statements is true regarding marketing to Asian Americans?

Asian Americans are not highly tech savvy or heavy users of the Internet.

Effective communication is achieved by simply translating ad copy.

Geographic concentration is aiding marketing efficiency.

There are very limited options for reaching this market through television.

The purchasing power of this group and its various segments is not attractive enough for marketers to pursue it seriously.

 

 

Question 20

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_____ subcultures are defined as those whose members’ unique shared behaviors are based on a common racial, language, or national background.

Ethnic

Racial

Religious

Gender

Geographic

 

 

Quiz 5 

 

Chapter 14

 

 

Question 1

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Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She’s pretty sure she has another bottle left at home, so she doesn’t purchase another. Bessie’s perception of her current situation regarding this product reflects her ____.

current state

desired state

actual state

self-concept

self-assessment

 

 

Question 2

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Which problem recognition involves a discrepancy that only one brand can solve?

generic problem recognition

selective problem recognition

active problem recognition

inactive problem recognition

primary problem recognition

 

 

Question 3

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Which of the following is a concern marketing managers have related to problem recognition?

discovering consumer problems

developing the marketing mix to solve consumer problems

helping consumers recognize problems

suppressing problem recognition among consumers

all of the above

 

 

Question 4

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Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

True

False

 

 

Question 5

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Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?

It is early in the product life cycle.

The firm has a small percentage of the market.

External search after problem recognition is apt to be limited.

It is an industry-wide cooperative effort.

all of the above are appropriate conditions to attempt to influence generic problem recognition

 

 

Question 6

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Which of the following is a type of consumer decision making discussed in your text?

nominal decision making

limited decision making

extended decision making

b and c

a, b, and c

 

 

Question 7

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Which type of consumer problem is one of which the consumer is not aware?

latent

manifest

active

inactive

blatant

 

 

Question 8

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Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?

nominal decision making

normal decision making

limited decision making

extended decision making

simple decision making

 

 

Question 9

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Radian6 is a leader in the field of ______.

social media measurement

focus group moderating

product development

consumer problem discovery

a and d

 

 

Question 10

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The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____.

personal involvement

product involvement

purchase involvement

enduring involvement

activated involvement

 

 

Question 11

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Nominal decisions can be broken into which two distinct categories?

brand loyal decisions and repeat purchase decisions

primary decisions and secondary decisions

high involvement decisions and low involvement decisions

expensive decisions and inexpensive decisions

first purchase decisions and repeat purchase decisions

 

 

Question 12

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Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?

The decision process model provides useful insight into all types of consumer purchases.

Consumer decisions are frequently the result of a single problem.

Consumer decisions are rational and functional; otherwise they do not involve decisions per se.

Some consumer decisions result from the convergence of several problems.

Once the decision process begins, it may evolve and become more complex with multiple goals.

 

 

Question 13

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Firms attempt to cause selective problem recognition to gain or maintain market share.

True

False

 

 

Question 14

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Which type of decision making covers the middle ground between nominal and extended decision making?

limited decision making

partial decision making

mid-range decision making

modified decision making

internal decision making

 

 

Question 15

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What has research revealed regarding consumers’ variety-seeking behavior?

Once a consumer tries another brand, there is a high probably that he or she will not return to the previous brand.

Consumers usually switch to options within the same brand.

Consumers are unwilling to switch to options within the brand.

Consumers are more likely to become bored on sensory attributes such as taste.

Consumers are more likely to become bored with non-sensory attributes such as brand name.

 

 

Question 16

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Kim was participating in a group discussion centered on the participants’ problems encountered while taking care of their hair. Which approach to problem identification is this?

activity analysis

product analysis

problem analysis

human factors research

emotion research

 

 

Question 17

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A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using?

activity analysis

product analysis

problem analysis

human factors research

emotion research

 

 

Question 18

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What is the first stage of the consumer decision process?

information search

problem recognition

alternative evaluation

purchase

postpurchase behavior

 

 

Question 19

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Which of the following is a nonmarketing factor affecting problem recognition?

social status

previous decisions

motives

situation

all of the above

 

 

 

Question 20

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Rita is doing her family’s grocery shopping and purchases ice cream. She’s purchased Blue Bell ice cream before and purchases it again. She’s not committed to this brand; it’s just that she and her family like it. Which type of nominal decision is this?

inconsequential decision

indifferent decision

automatic decision

repeat purchase decision

secondary decision

 

 

Quiz 6

 

 Chapter 15

 

 

Question 1

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Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it’s no accident that he receives several banner ads for golf products and destinations. This is called _____.

market segmentation

search engine optimization

spam

blogging

behavioral targeting

 

 

Question 2

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Consumers conducting a generic search in an Internet search engine use which type of terms?

retailer-related terms

brand-related terms

general product-related terms

brand-plus product-related terms

price-related terms

 

 

Question 3

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One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer’s brand is not part of their evoked set. Which marketing strategy is appropriate for this company?

capture strategy

acceptance strategy

maintenance strategy

preference strategy

intercept strategy

 

 

Question 4

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The desired features or characteristics required to meet a consumer’s needs are his or her _____.

evoked set

evoked criteria

consideration criteria

evaluative criteria

evaluative set

 

 

Question 5

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One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.

True

False

 

 

Question 6

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The brands found to be completely unworthy of further consideration comprise the excluded set.

True

False

 

 

Question 7

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The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search?

market characteristics

product characteristics

consumer characteristics

situation characteristics

technological characteristics

 

 

Question 8

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Which situation tends to increase perceived risk?

financial cost

multiple item purchases

gift giving

b and c

all of the above

 

 

Question 9

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Extended decision making with the brand in the evoked set requires which marketing strategy?

capture strategy

preference strategy

intercept strategy

maintenance strategy

disrupt strategy

 

 

Question 10

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Lisa has to check her e-mail frequently to delete the unsolicited messages she gets, typically for loans and prescription drugs. If she doesn’t delete them, her inbox will fill up and e-mails that she wants to receive won’t get through. This unsolicited e-mail is known as _____.

PBE

spam

blog

junk mail

banner mail

 

 

Question 11

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To which set do alternatives the consumer does not know about belong?

inert set

inept set

unawareness set

unknown set

evoked set

 

 

Question 12

0.25 / 0.25 pts

If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____.

disrupt the existing decision patterns

capture as large a share of the purchases as practical

intercept the consumer during the search for information on the brands in the evoked set

develop a strong position on those attributes important to the target market

defend against the disruptive tactics of competitors

 

 

Question 13

0.25 / 0.25 pts

A consumer decision requires information on which of the following?

The appropriate evaluative criteria for the solution of a problem.

The existence of various alternative solutions.

The performance level or characteristic of each alternative solution on each evaluative criterion.

a and b

a, b, and c

 

 

Question 14

0.25 / 0.25 pts

Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed?

internal search

external search

primary search

secondary search

evoked search

 

 

Question 15

0.25 / 0.25 pts

The awareness set has generally been found to be smaller than the evoked set.

True

False

 

 

Question 16

0.25 / 0.25 pts

Which marketing strategy is appropriate if the brand is not part of consumers’ evoked sets?

disrupt strategy

maintenance strategy

capture strategy

preference strategy

all of the above

 

 

Question 17

0.25 / 0.25 pts

If a brand is included in a consumer’s evoked set, which marketing strategy is NOT appropriate?

maintenance strategy

intercept strategy

capture strategy

preference strategy

all of the above are appropriate

 

 

Question 18

0.25 / 0.25 pts

Unsolicited e-mail that is a major concern and irritant is known as _____.

PBE

spam

blog

junk mail

banner mail

 

 

Question 19

0.25 / 0.25 pts

Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.

True

False

 

 

Question 20

0.25 / 0.25 pts

How has the Internet changed consumers’ ability to search for information?

allows easy access to manufacturers’ websites

allows easy access to other consumers

allows easy access to government agencies

expands the ability of marketers to provide information to consumers

all of the above

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