1. What is the name of the company that makes the top-selling heavyweight motorcycles?
a. Yamaha
b. Kawasaki
c. Honda American Classic
d. Harley-Davidson
e. BMW
(Answer: d; p. 127; Easy)
2. The average Harley customer is _____.
a. the Hell’s Angels crowd
b. a young adult in his or her twenties
c. a teenager
d. a 46-year-old husband with a median household income
e. a Generation Xer with above-average income
(Answer: d; p. 128; Moderate)
3. What is not a universal Harley appeal?
a. Freedom.
b. Dependence.
c. Power.
d. Baddest guy on the block.
e. C and D
(Answer: b; p. 128; Easy)
4. _____ is never simple, yet understanding it is the essential task of marketing management.
a. Brand personality
b. Consumption pioneering
c. Early adoption
d. Consumer buying behavior
e. Understanding the difference between primary and secondary data
(Answer: d; p. 128; Easy)
5. Most large companies research _____ buying decisions to find out what they buy, where they buy, how and how much they buy, when they buy, and why they buy.
a. market
b. permanent
c. consumer
d. social
e. group
(Answer: c; p. 129; Easy)
6. How do consumers respond to various marketing efforts the company might use? The starting point is the _____ of a buyer’s behavior.
a. belief
b. subculture
c. postpurchase feeling
d. stimulus-response
e. postpurchase dissonance
(Answer: d; p. 129; Challenging)
7. Marketing stimuli consist of the four Ps. Which is not one of these Ps?
a. Product.
b. Political.
c. Price.
d. Promotion.
e. Place.
(Answer: b; p. 129; Easy)
8. Which is NOT a part of the buyer’s black box?
a. Observable buyer responses.
b. Product choice.
c. Need recognition.
d. Dealer choice.
e. B and D
(Answer: c; p. 129; Challenging)
9. The marketer wants to understand how the stimuli are changed into responses inside the consumer’s _____, which has two parts. First, the buyer’s characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer’s decision process itself affects the buyer’s behavior.
a. culture
b. black box
c. belief
d. lifestyle
e. social class
(Answer: b; p. 129; Moderate)
10. _____ is(are) the most basic cause of a person’s wants and behavior.
a. Culture
b. Brand personality
c. Cognitive dissonance
d. New product
e. Selective perception
(Answer: a; p. 129; Moderate)
11. Marketers are always trying to spot _____ in order to discover new products that might be wanted.
a. lifestyles
b. cultural shifts
c. groups
d. dissonance
e. attitudes
(Answer: b; p. 130; Challenging)
12. Each culture contains smaller _____, or groups of people with shared value systems based on common life experiences and situations.
a. alternative evaluations
b. cognitive dissonances
c. subcultures
d. motives
e. attitudes
(Answer: c; p. 130; Moderate)
13. Four important subcultures mentioned by the author include all except _____.
a. Hispanics
b. African Americans
c. mature consumers
d. opinions leaders
e. Asian Americans
(Answer: d; p. 130; Easy)
14. Which is not included in the U.S. Hispanic market?
a. Americans of Cuban descent.
b. Mexicans.
c. Spaniards.
d. Those of Puerto Rican descent.
e. B and D
(Answer: c; p. 130; Easy)
15. _____ consumers tend to buy more branded, higher-quality products. They are very brand loyal, and they favor companies who show special interest in them.
a. Hispanic
b. African American
c. Asian
d. Mature
e. Gay and lesbian
(Answer: a; p. 130; Challenging)
16. Although more price-conscious than other segments, _____ consumers are also strongly motivated by quality and selection. They place more importance on brand names, are more brand loyal, and do less “shopping around.”
a. Hispanic
b. African American
c. mature
d. Asian
e. baby boomer
(Answer: b; p. 131; Challenging)
17. Per capita, _____ consumers spend twice as much as _____ consumers for online services.
a. white; Asian
b. black; white
c. black; Asian
d. white; black
e. mature; black
(Answer: b; p. 131; Challenging)
18. _____, the fastest-growing and most affluent U.S. demographic segments, now number more than 10 million.
a. African American
b. Hispanics
c. Asian Americans
d. Mature consumers
e. Gays and lesbians
(Answer: c; p. 131; Challenging)
19. _____ are becoming a very attractive market: they are the ideal market for exotic travel, restaurants, high-tech home entertainment products, leisure goods and services, and designer furniture and fashions.
a. Hispanic
b. Asian Americans
c. Mature consumers
d. African Americans
e. Teenagers
(Answer: c; p. 132; Moderate)
20. Which is not true of mature consumers?
a. The best strategy is to appeal to their active, multidimensional lives.
b. They are an ideal market for exotic travel.
c. High-tech home entertainment products appeal to them.
d. They place more importance on brand names and are more brand loyal.
e. A and C
(Answer: d; p. 132; Moderate)
21. _____ are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
a. Social classes
b. Purchase decisions
c. Perceptions
d. Attitudes
e. Lifestyles
(Answer: a; p. 132; Easy)
22. What is one way that a social class is not measured?
a. Occupation.
b. Education.
c. Income.
d. Number of children in the family.
e. House type.
(Answer: d; p. 132; Easy)
23. _____ are ones to which the individual wishes to belong, as when a teenage basketball player hopes to play someday for the Los Angeles Lakers.
a. Membership groups
b. Aspirational groups
c. Reference groups
d. Leisure groups
e. Social class groups
(Answer: b; p. 133; Easy)
24. _____ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.
a. Opinion leaders
b. Habitual buyers
c. Charismatic personalities
d. Perceptionists
e. Wild ducks
(Answer: a; p. 133; Easy)
25. _____ marketers are now taking to the streets, as well as cafes, nightclubs, and the Internet, in record numbers. Their goal: to seek out the trendsetters in each community and subtly push them into talking up a specific brand to their friends and admirers.
a. Family
b. Buzz
c. Personality
d. Opinion
e. Relationship
(Answer: b; p. 133; Easy)
26. The _____ is the most important consumer buying organization in society. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services.
a. family
b. social class
c. opinion leader
d. information search
e. reference group
(Answer: a; p. 134; Easy)
27. A _____ consists of the activities people are expected to perform according to the persons around them.
a. motive
b. role
c. lifestyle
d. perception
e. tradition
(Answer: b; p. 135; Easy)
28. People often buy the kind of clothing that shows their _____ in society.
a. attitude
b. status
c. learning
d. motive
e. lifestyle
(Answer: b; p. 135; Easy)
29. A buyer’s decisions also are influenced by _____ such as the buyer’s age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.
a. personal characteristics
b. learning
c. habitual buying behavior
d. variety-seeking buying behavior
e. psychographics
(Answer: a; p. 135; Moderate)
30. People change the goods and services they buy over time because of two important factors. They are _____.
a. belief and attitude
b. perception and personality
c. age and life-cycle stage
d. groups and learning
e. family and tradition
(Answer: c; p. 135; Moderate)
31. _____ is a person’s pattern of living as expressed in his or her psychographics.
a. Personality
b. Culture
c. Lifestyle
d. Motive
e. Social class
(Answer: c; p. 136; Easy)
32. All of the following make up a person’s lifestyle except _____.
a. AIO dimensions
b. interests
c. dissonance-reducing buying behavior
d. opinions
e. C and D
(Answer: c; p. 136; Moderate)
33. Several research firms have developed lifestyle classifications. The most widely used is the _____.
a. VALS
b. AIO
c. CIA
d. B2B
e. R2D2
(Answer: a; p. 136; Easy)
34. _____ are people with so many resources that they can indulge in any or all consumer self-orientation.
a. Habitual buyers
b. Innovators
c. Brand personalities
d. Subcultures
e. Reference groups
(Answer: b; p. 137; Moderate)
35. _____ refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.
a. Alternative evaluations
b. Belief
c. Culture
d. Personality
e. Self-awareness
(Answer: d; p. 137; Moderate)
36. Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Levi’s with “ruggedness.” What is the name of the term that means a specific mix of human traits that may attribute to a particular brand?
a. Information search.
b. Social class.
c. Brand personality.
d. New product.
e. Brand equity.
(Answer: c; p. 137; Easy)
37. A person’s buying choices are further influenced by four major psychological factors. Which is NOT one of these factors?
a. Motivation.
b. Perception.
c. Habitual buying behavior.
d. Learning.
e. None of the above.
(Answer: c; p. 138; Moderate)
38. A _____ is a need that is sufficiently pressing to direct the person to seek satisfaction.
a. lifestyle
b. motive
c. culture
d. personality
e. tradition
(Answer: b; p. 138; Easy)
39. The term _____ refers to qualitative research designed to probe consumers’ hidden, subconscious motivations.
a. social class
b. opinion leader
c. motivation research
d. need recognition
e. depth research technique
(Answer: c; p. 138; Easy)
40. Maslow’s theory is that human needs are arranged in a _____ from the most pressing at the bottom to the least pressing at the top.
a. social class
b. culture
c. perception
d. hierarchy
e. complex
(Answer: d; p. 139; Easy)
