116. What would not appear on Harley-Davidson’s home page?
a. Our goal is to run production at a level that everyone who wants a Harley can get one right away.
b. We sell a dream.
c. It gives you maximum self-expression in your own space.
d. Owning this makes you a member of the Harley family.
e. Feel the independence!
(Answer: a; p. 128; Challenging)
117. The marketer needs to understand the role played by all of the following except _____.
a. the buyer’s culture
b. the buyer’s subculture
c. the weather
d. the buyer’s social class
e. the buyer’s personal characteristics
(Answer: c; p. 129; Easy)
118. P&G currently markets heavily to the growing Hispanic segment. What is one thing it does not do?
a. P&G targets advertising toward Hispanics.
b. P&G spends almost $170 million on Hispanic print and TV ads.
c. P&G demands that Hispanics must have a P&G credit card.
d. P&G creates Hispanic versions of some of its products.
e. B and D
(Answer: c; p. 130; Challenging)
119. What is one thing that Wal-Mart does not do to cater to the Asian American market in one Seattle store?
a. Wal-Mart stocks a large selection of CDs from Asian artists.
b. Wal-Mart stocks videos from Asian artists.
c. Wal-Mart stocks Asian-favored health and beauty products.
d. Wal-Mart puts out white bows because Asians think it is a lucky color.
e. B and C
(Answer: d; p. 132; Moderate)
120. Sony recently overhauled its marketing approach in order to target products and services to consumers based on their life stages. It created a new unit called the Consumer Segment Division that has seven life-stage segments. Which of the following is not one of these segments?
a. Generation Y.
b. DINKs.
c. Opinion leaders.
d. Zoomers.
e. A and D
(Answer: c; p. 136; Easy)
121. Anna Flores can consider buying an expensive Nikon camera if she has enough _____, savings, or borrowing power.
a. personality
b. personal income
c. culture
d. information search
e. clout
(Answer: b; p. 136; Easy)
122. Many marketers use a concept related to personality—a person’s self-concept. The basic self-concept premise is that people’s possessions contribute to and reflect their identities; that is, “We are what we have.” This leads consumers to _____. a. buy books to support their self-images
b. use brand personalities
c. begin habitual buying behavior
d. begin variety-seeking buying behavior
e. conduct the information search
(Answer: a; p. 138; Challenging)
123. Bob’s job description had been changed. The rationale for the changes made no sense to Bob when they were explained. Bob continued to perform most of his job duties as usual. He has engaged in _____.
a. selective distortion
b. selective attitude
c. selective retention
d. selective attention
e. perceptual defense
(Answer: d; p. 140; Moderate)
124. Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in _____.
a. selective distortion
b. selective attitude
c. selective retention
d. selective attention
e. perceptual defense
(Answer: a; p. 140; Moderate)
125. If the experience is rewarding, a consumer will probably use the product more and more. The consumer’s response to the product will be _____.
a. a learning experience
b. a belief
c. reinforced
d. a dissonance experience
e. a selective distortion
(Answer: c; p. 141; Easy)
126. Blake is in the process of buying a new car. He is highly involved in the purchase and perceives significant differences among his three favorite models. Blake will likely undertake _____.
a. postpurchase behavior
b. complex buying behavior
c. opinion leadership
d. dissonance
e. marketing myopia
(Answer: b; p. 142; Challenging)
127. As a purchasing agent, Benni Lopez buys goods for use in the production of products that are sold and supplied to others. Benni is involved in _____.
a. consumer buying behavior
b. post-purchase dissonance
c. reseller buying behavior
d. business buying behavior
e. A or C
(Answer: d; p. 149; Easy)
128. Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing _____.
a. postpurchase culture
b. perception
c. postpurchase dissonance
d. purchase decision
e. perceptual vigilance
(Answer: c; p. 144; Moderate)
129. Annie Laurie works for Arrow Star, a wholesaler and retailer of outdoor furniture. Her job is to acquire goods to resell and rent to other retailers and consumers at a profit. Annie is involved in _____.
a. consumer buying behavior
b. corporate buying behavior
c. marketing myopia
d. business buying behavior
e. reseller buying behavior
(Answer: d; p. 149; Easy)
130. Kroger buys a lot of cranberry products at Christmas due to high consumer demand. This is an example of _____ demand.
a. joint
b. derived
c. elastic
d. fluctuating
e. increasing
(Answer: b; p. 149; Moderate)
131. You purchase cleaning supplies for your custodial help regularly. It is therefore a _____.
a. modified rebuy
b. new task
c. straight rebuy
d. modified straight rebuy
e. consumer buy
(Answer: c; p. 151; Moderate)
132. If the consumer’s drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) _____.
a. brand personality
b. alternative evaluation
c. postpurchase behavior
d. information search
e. dismissal
(Answer: d; p. 142; Challenging)
133. Consumers arrive at attitudes toward different brands through some evaluation procedures. Which describes how this happens?
a. Consumers use careful calculations and logical thinking.
b. Consumers sometimes do little or no evaluating; instead, they buy on impulse and
rely on intuition.
c. Sometimes consumers turn to friends for advice.
d. Some consumers are brand-loyal.
e. All of the above.
(Answer: e; p. 143; Easy)
134. You call in a department manager to assist in a purchase of industrial equipment. You are considering a change in product specifications, terms, and possibly suppliers. This sounds like a _____.
a. modified rebuy
b. new task
c. straight rebuy
d. tough decision
e. gatekeeper activity
(Answer: a; p. 151; Easy)
135. After an individual’s need for food, clothing, and shelter is filled, he or she will work to fill _____ needs.
a. physiological
b. safety
c. social
d. self-esteem
e. self-actualization
(Answer: b; p. 139; Easy)
136. What role do the four Ps play in consumer behavior?
The four Ps are built around the target market; these four Ps create a “package” that attempts to attract the targeted consumers.
(p. 129; Easy)
137. Give an example of a cultural shift that may impact the marketing of products or services.
From time to time, for example, Americans develop a “fitness craze” that generates increased marketing of exercise equipment and gear and decreased marketing of fast food.
(p. 130; Easy)
138. Why might the Asian American market be the most viable targeted group for a new marketer of products?
Asian Americans are among the least brand-loyal consumers; they change brands more often compared with other groups.
(p. 132; Challenging)
139. In terms of spending behaviors, how might the current group of mature consumers differ from the mature consumers of the 1970s and 1980s?
The mature consumers in the 1970s and 1980s may have been more conservative, having remembered economic strife during the Great Depression, and they were less attracted to exotic travel, restaurants, or leisure items than the current group of mature consumers.
(p. 132; Challenging)
140. How might consumers in their twenties measure social class differently than consumers in their fifties?
Consumers in their twenties may pay more attention to the type of car driven, clothing brands worn, and accessibility to high-tech gadgets. Consumers in their fifties may especially notice house type, neighborhood, income, and source of income.
(p. 132; Moderate)
141. List two factors that may allow an individual to move to a higher social class in the United States.
Such factors may include a change in income or source of income and increased education.
(p. 132; Easy)
142. In what way might a marketer rely on opinion leaders?
Opinion leaders can influence other larger groups of consumers.
(p. 133; Easy)
143. Give an example of a product for which buzz marketing may not be necessary.
Buzz marketing may not be necessary for products with very little competition or for products that strongly complement the sale of another product.
(p. 133; Moderate)
144. Explain why typical husband-dominant or wife-dominant products of the 1970s may no longer be regarded as such.
More single-parent families and more dual-income families have changed the traditional buying roles over time.
(p. 134; Moderate)
145. Give an example of how changes in family life-cycle stages may change a marketer’s promotional strategy.
In TV ads, for example, the marketer who portrays a typical family with the father, mother, and children is alienating childless couples, same-sex couples, and single parents; once a group feels alienated it may become difficult for the marketer to reach that group in the future.
(p. 135; Challenging)
146. Explain how lifestyles may be developed.
Answers will vary. Many individuals may believe that lifestyles are molded by the way individuals are raised and as a result of life experiences.
(p. 136; Moderate)
147. According to the VALS Lifestyles Classifications, how do innovators differ from survivors?
Innovators have so many resources that they exhibit motivations by achievement, ideals, and self-expression; whereas, survivors lack resources and show no primary motivations.
(p. 136; Moderate)
148. How is a brand personality developed?
A brand personality is the specific mix of human traits that may be attributed to a particular brand.
(pp. 137–138; Easy)
149. An upscale nightclub two stories below street level was filled to capacity with patrons. After an upset candle ignited a tablecloth, the club was engulfed in flames. Briefly explain the shift in needs, according to Maslow’s hierarchy.
Upon arrival, the patrons were filling their social needs. After the fire broke out, safety quickly became the predominant need for the group.
(p. 139; Challenging)
150. Explain why selective attention is not controllable by a marketer.
A marketer cannot guarantee that a consumer will pay attention to or remember a specific ad, for example; numerous stimuli affect a consumer’s level of attention.
(p. 140; Moderate)
151. Explain how selective distortion is somewhat controllable by a marketer.
Marketers can attempt to understand consumers’ mindsets and how these will affect perceptions of advertisements.
(p. 140; Moderate)
152. Knowing that selective retention prevents consumers from remembering everything about an ad, what might a marketer do to reduce selective retention?
Use of drama, fear, or extreme humor in an ad can often promote retention among consumers; ad repetition may also work.
(p. 140; Moderate)
153. When does a need become a motive?
A need becomes a motive when it is aroused to a sufficient level of intensity.
(p. 138; Moderate)
154. “Attitudes decay over time, especially toward products that are purchased less frequently.” Explain this statement.
Dissatisfaction toward a type of product purchased frequently, such as bath soap or breakfast cereal, is reinforced every time thought is given to the purchase of that product type; this reinforces the negative attitude. As for a type of product purchased less frequently, the negative attitude was given more time to fade between purchases.
(p. 141; Challenging)
155. Explain how marketers may be able to reduce postpurchase dissonance.
Marketers must make every effort to enhance after-sale communications, providing evidence and support to help consumers feel good about their purchases.
(p. 145; Moderate)
