chapter 5 principles

question

_______ refers to the practice of including ethnic themes within a company’s mainstream marketing.
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Cross-cultural marketing
question

Which of the following is most likely a true statement about social class
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Social classes show distinct product preferences in areas such as clothing.
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Which of the following is a social factor that influences consumer buying behavior?
answer

family
question

A shoe company’s ads feature the members of a popular country music band. Product sales increase significantly among the band’s fans. From the fans’ viewpoint, the band is a(n) ________.
answer

reference group
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________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.
answer

Opinion leaders
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Which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company’s products?
answer

buzz marketing
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Opinion leaders are also known as ________.
answer

leading adopters
question

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________.
answer

generating person-to-person brand conversations
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Which term refers to the activities a person is expected to perform according to the people around him or her?
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role
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A(n) ________ reflects the general esteem given to the different roles of a person by society.
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status
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Which of the following is a personal factor that influences a consumer’s buying behavior?
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life-cycle stage
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A marketing firm has been assigned the task of watching trends in personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers’ ________.
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economic situations
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Which of the following is a psychographic characteristic of a consumer?
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lifestyle
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________ refers to the unique psychological characteristics that distinguish a person or group.
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Personality
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Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?
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brand personality
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A(n) ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
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motive
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According to Sigmund Freud’s theory, a person’s buying decisions are ________.
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affected by subconscious, hidden motivations
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Which of the following needs in Maslow’s hierarchy is generally satisfied last?
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self-actualization needs
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According to Maslow’s hierarchy of needs, which of the following is most likely an esteem need?
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status
question

According to Maslow’s hierarchy of needs, which of the following is true?
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Lower-level needs are fulfilled before higher-level needs.
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People tend to interpret new information in a way that will support what they already believe. This is called ________.
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selective distortion
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________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands.
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Selective retention
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A(n) ________ becomes a motive when it is directed toward a particular stimulus object.
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Drive
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________ are minor stimuli that influence where, when, and how a person responds to an idea.
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Cues
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A(n) ________ describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.
answer

attitude
question

Which of the following is the first stage of the buyer decision process?
answer

need recognition

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